This document discusses how the cost-per-thousand (CPM) pricing model for digital display advertising is evolving to incorporate performance metrics in response to brand advertisers' increasing focus on ROI. It explores how major publishers are offering both CPM and performance-based pricing, how programmatic buying enables dynamic CPMs, and how the push for viewable impressions may lead to viewable CPMs. Overall, the CPM model will still dominate but will grow more performance-conscious over time.
Innovations in marketing effectiveness measurement Michael Wolfe
A new and innovative approach in marketing ROI measurement. Goes beyond traditional marketing mix models by 1) developing long-term ad effects measurements, 2) measuring media message and creative, 3) quantifying the interactions or synergies across the marketing mix and 4) measuring the voice-of-the customer through social media
Future of Tracking: Transforming how we do it not what we doKantar
The slides from ‘Digital Transformation of Tracking’ webinar presented on BrightTalk on 28th February 2017. In this webinar Mark Chamberlain and Alex Taylor discuss how changes in consumer behaviour, increased business pressures and new technologies have created both opportunity and disruption across all industries. Like every other industry, research is in the midst of its own transformation affecting not what we do but how we do things.
Online advertising vs brand building (Nielsen)Alfonso Gadea
Online advertisers are increasingly interested in using online ads to build their brands in addition to generating sales. However, advertisers need confidence that their online investments are helping achieve brand goals and metrics that demonstrate campaign success. Click-through rate alone is not a good measure of brand impact, as it shows little relationship with brand metrics or offline sales. Some evidence suggests brand metrics like purchase intent correlated with offline sales, indicating online ads can impact brands when measured properly. Advertisers must embrace new online branding metrics to optimize campaigns and outperform competitors.
Insight Address: "Cross-Media Marketing Synergies: Spreading Dollars Across C...iMedia Connection
iMedia Brand Summit - Sept 2010
With consumers adapting rapidly to a cross-media “way of life,” it is now more important than ever for traditional and digital advertisers to understand the value of leveraging multiple media channels to achieve the greatest impact and strongest ROI. In order for this to occur, marketers need to spread their branding budgets across channels to benefit from some of the cost efficiencies that the Internet provides, while capitalizing on the inherent synergies of cross-media advertising.
comScore EVP Erin Hunter, and Doug Chavez, director, digital marketing, Del Monte Foods, will present a brief overview of the current state of the advertising industry, and will highlight advertising across platforms to gain synergy, actively coordinating traditional and digital marketers to capture these incremental gains, and using sound, consistent measurement to evaluate the effectiveness of cross-media campaigns.
Hunter and Chavez will present a detailed analysis of cross-media effectiveness results from a recent campaign. The presentation will include an overview of study objectives, methodology/design and key findings, providing audience members with actionable cross-media insights and a strong argument for considering cross-media strategies.
From Social Media to Social CRM, IBM Institute for Business ValueIBM Danmark
The document provides an executive summary of a study on social media and customer relationship management. Some key findings from the study include:
- Most consumers use social media to connect with friends and family, not to interact with brands. Only 23% interact with brands on social sites.
- There are three categories of social media engagement: engaged authors (5%), casual participants (75%), and silent observers (20%).
- Consumers expect tangible value in return for their time, attention, and data on social platforms. Companies need to provide experiences that deliver value to customers.
- Privacy concerns and spam are the top reasons consumers are reluctant to engage with brands on social media. Transparent communication is important to drive engagement.
eBay's SEM example that proves worthless advertisingTitus Capilnean
This document summarizes research from a large-scale field experiment conducted by eBay on the effectiveness of paid search advertising. The study tested the impact of brand keyword advertising and non-branded keyword advertising. The results show that brand keyword advertising had no short-term benefits and almost all traffic and sales were captured by natural search when these ads were removed. For non-branded keywords, paid search advertising only had a small positive effect on new users and infrequent buyers, but no significant impact on more frequent buyers who account for most sales. On average, the returns from paid search advertising were negative for eBay.
Marketing mix or attribution journey towards unified marketing analyticsJoy Joseph
Next-generation MMM is an integrated process that
leverages its understanding of overall demand drivers
(marketing and non-marketing) along with other research
external to MMM measurement to present a holistic
marketing strategy to target growth opportunities. Attribution modeling focuses on understanding the
impact of marketing or, more specifically, media
campaigns on each individual consumer decision or
“conversion.” It is a “bottom-up” approach, measuring
total impact by aggregating up from transaction-specific
impacts. Both MMM and attribution modeling are great for the
purpose they are intended for, with MMM guiding
overall marketing strategy and attribution modeling
guiding tactical campaign performance.
The document discusses the evolving mobile advertising landscape. It notes that mobile is becoming a greater part of everyday life and the greatest advertising opportunity. While mobile ad spend and M&A deals are increasing, funding for mobile ad tech is decreasing. It also discusses the rise of native mobile ad formats and the importance of content in branding. Looking ahead, it outlines the large total addressable market opportunity across various mobile-related sectors such as marketing, advertising, and commerce.
Innovations in marketing effectiveness measurement Michael Wolfe
A new and innovative approach in marketing ROI measurement. Goes beyond traditional marketing mix models by 1) developing long-term ad effects measurements, 2) measuring media message and creative, 3) quantifying the interactions or synergies across the marketing mix and 4) measuring the voice-of-the customer through social media
Future of Tracking: Transforming how we do it not what we doKantar
The slides from ‘Digital Transformation of Tracking’ webinar presented on BrightTalk on 28th February 2017. In this webinar Mark Chamberlain and Alex Taylor discuss how changes in consumer behaviour, increased business pressures and new technologies have created both opportunity and disruption across all industries. Like every other industry, research is in the midst of its own transformation affecting not what we do but how we do things.
Online advertising vs brand building (Nielsen)Alfonso Gadea
Online advertisers are increasingly interested in using online ads to build their brands in addition to generating sales. However, advertisers need confidence that their online investments are helping achieve brand goals and metrics that demonstrate campaign success. Click-through rate alone is not a good measure of brand impact, as it shows little relationship with brand metrics or offline sales. Some evidence suggests brand metrics like purchase intent correlated with offline sales, indicating online ads can impact brands when measured properly. Advertisers must embrace new online branding metrics to optimize campaigns and outperform competitors.
Insight Address: "Cross-Media Marketing Synergies: Spreading Dollars Across C...iMedia Connection
iMedia Brand Summit - Sept 2010
With consumers adapting rapidly to a cross-media “way of life,” it is now more important than ever for traditional and digital advertisers to understand the value of leveraging multiple media channels to achieve the greatest impact and strongest ROI. In order for this to occur, marketers need to spread their branding budgets across channels to benefit from some of the cost efficiencies that the Internet provides, while capitalizing on the inherent synergies of cross-media advertising.
comScore EVP Erin Hunter, and Doug Chavez, director, digital marketing, Del Monte Foods, will present a brief overview of the current state of the advertising industry, and will highlight advertising across platforms to gain synergy, actively coordinating traditional and digital marketers to capture these incremental gains, and using sound, consistent measurement to evaluate the effectiveness of cross-media campaigns.
Hunter and Chavez will present a detailed analysis of cross-media effectiveness results from a recent campaign. The presentation will include an overview of study objectives, methodology/design and key findings, providing audience members with actionable cross-media insights and a strong argument for considering cross-media strategies.
From Social Media to Social CRM, IBM Institute for Business ValueIBM Danmark
The document provides an executive summary of a study on social media and customer relationship management. Some key findings from the study include:
- Most consumers use social media to connect with friends and family, not to interact with brands. Only 23% interact with brands on social sites.
- There are three categories of social media engagement: engaged authors (5%), casual participants (75%), and silent observers (20%).
- Consumers expect tangible value in return for their time, attention, and data on social platforms. Companies need to provide experiences that deliver value to customers.
- Privacy concerns and spam are the top reasons consumers are reluctant to engage with brands on social media. Transparent communication is important to drive engagement.
eBay's SEM example that proves worthless advertisingTitus Capilnean
This document summarizes research from a large-scale field experiment conducted by eBay on the effectiveness of paid search advertising. The study tested the impact of brand keyword advertising and non-branded keyword advertising. The results show that brand keyword advertising had no short-term benefits and almost all traffic and sales were captured by natural search when these ads were removed. For non-branded keywords, paid search advertising only had a small positive effect on new users and infrequent buyers, but no significant impact on more frequent buyers who account for most sales. On average, the returns from paid search advertising were negative for eBay.
Marketing mix or attribution journey towards unified marketing analyticsJoy Joseph
Next-generation MMM is an integrated process that
leverages its understanding of overall demand drivers
(marketing and non-marketing) along with other research
external to MMM measurement to present a holistic
marketing strategy to target growth opportunities. Attribution modeling focuses on understanding the
impact of marketing or, more specifically, media
campaigns on each individual consumer decision or
“conversion.” It is a “bottom-up” approach, measuring
total impact by aggregating up from transaction-specific
impacts. Both MMM and attribution modeling are great for the
purpose they are intended for, with MMM guiding
overall marketing strategy and attribution modeling
guiding tactical campaign performance.
The document discusses the evolving mobile advertising landscape. It notes that mobile is becoming a greater part of everyday life and the greatest advertising opportunity. While mobile ad spend and M&A deals are increasing, funding for mobile ad tech is decreasing. It also discusses the rise of native mobile ad formats and the importance of content in branding. Looking ahead, it outlines the large total addressable market opportunity across various mobile-related sectors such as marketing, advertising, and commerce.
This document discusses digital marketing fundamentals. It begins with an introduction to Google and defines digital marketing. The main types of digital marketing are then described as pull marketing, where users seek out content, and push marketing, where marketers distribute messages. Several key digital marketing channels are also outlined, including SEO, social media, SEM, email marketing and mobile marketing. The advantages of digital marketing are noted as reach, measurement, interactivity and lower costs. Real-life examples of successful digital marketing by companies like Uber and Airbnb are provided.
the challenges of relationship marketing in luxury brandsKIRAN KV
The document discusses relationship marketing in the luxury brand industry. It begins with defining relationship marketing as focusing on long-term customer relationships rather than single transactions. Relationship marketing aims to understand customer needs as they change over time through communication. For luxury brands, relationship marketing is important as they have traditionally built success through close relationships with small customer communities. The document then examines how information technology and customer relationship marketing (CRM) tools can help luxury brands develop new business models to enhance customer relationships and loyalty. It concludes that relationships are very important for luxury marketing success and more research is still needed to fully understand luxury customers and effective CRM strategies.
The document summarizes the findings of a meta-analysis conducted by the Advertising Research Foundation (ARF) on the effectiveness of TV advertising over time. The analysis integrated results from 7 databases comprising 388 cases across different product categories. The analysis found that TV advertising effectiveness does not appear to be declining over time, and may actually be increasing. The index of incremental days of sales or persuasion points delivered from TV advertising was stable or increasing even when controlling for variables like ad quality and wearout. Therefore, TV can still be an effective platform for advertising, particularly for generating brand awareness, though marketers need to be aware of ongoing changes in TV viewing habits and technologies.
This document discusses local search capabilities and strategies for GEICO Insurance. It analyzes the media landscape for local business information, noting that consumers use multiple sources like search engines, local search sites, and print/internet yellow pages. Younger generations favor online sources more while older generations use both online and offline. The document recommends developing an optimized media mix for GEICO based on consumer usage behavior and expanding their reach across print, online, social media, and other sources. It provides insights on internet yellow pages, paid search marketing, and creative services opportunities to strengthen GEICO's local search presence.
Marketing Attribution 101: Understanding Attribution and Calculating Cost of ...Kissmetrics on SlideShare
In this webinar with Ryan Koonce, you’ll learn how to utilize UTM parameters to accurately track your marketing and advertising efforts, and report on them using different attribution models to correctly calculate your cost of acquisition (COA).
Ryan is the founder of SaaS Management Group, a leading growth marketing and analytics consultancy who has founded a number of startups and was a pioneer in viral marketing and landing-page testing and optimization.
In his talk, he wants to teach you how create effective tracking links using explicit UTM parameters instead of Google Auto-Tagging and what you should look out for if you are running Twitter, Facebook, and Google advertising campaigns when calculating an accurate COA.
- What is marketing attribution and why it matters for your business
- Best practices for creating different types of links with UTM parameters
- How common online advertisers (i.e. Google, Facebook, Twitter) attribute the success of their campaigns and what this means for you
- How to build reports to understand attribution and allocate cost data
Datalicious media-attribution-optimising-digial-marketing-spend-in-financial-...Peerasak C.
Marketers have been applying
science, specifically statistics and
econometric modeling, for many
decades now to answer the key
question all advertisers face - how
to allocate media budgets across
channels to maximise overall return
on advertising spend (ROAS) with a
limited budget.
1. Advertising spend is experiencing its biggest decline in history while online advertising revenue is also decreasing.
2. The study examines the impact of various communication channels, including traditional (TV, print, radio) and online (display ads, search ads) on key metrics like registrations and sales for an online social network.
3. The results show that TV advertising has the strongest impact on the social network's registrations and sales, more so than other traditional or online channels, demonstrating that traditional media can enhance new media for an online brand.
As digital marketing budgets continue to grow, so do concerns over ad fraud, viewability and brand safety.
This whitepaper examines the top threats to ad quality and offers an in-depth view of Conversant’s holistic approach to ensuring the highest level of ad quality for its clients.
Topics include:
- Marketplace challenges and the damage poor ad quality can cause
- The necessity of advanced proprietary ad quality technology
- Conversant’s holistic 8-part solution
- Data's crucial role in preventing fraudulent activity
Successful digital marketing ROI measurement considers reach, engagement, and conversion metrics across channels. It also takes industry differences into account. Firms that quantify variables like costs, traffic, conversion rates, and customer lifetime value can make more profitable investment decisions. The study will analyze measurement practices through a survey of global digital marketing managers in different industries. Insights on best practices from platform features and case studies will also be considered to develop a benchmark for cross-industry comparison. Results may show variability in ROI calculation methods between industries but execution quality as the differentiating factor for successful companies.
1) The document discusses how marketing has shifted from an "art" to a "science" due to changes in technology and customer expectations. Advances like social media, mobile devices, and cloud computing have given customers more control over brand conversations and empowered them to expect personalized, seamless experiences across channels.
2) It proposes a "Customer Value model" with four interconnecting layers: customer value at the core, surrounded by customer journey, customer value analytics, and finally company value. This model aims to continuously link customer insights and data to business decisions in real-time in order to maximize value for both customers and the company.
3) Achieving customer value now requires understanding customer needs, behaviors, and motiv
We are in the midst of the next great transformative era in the media business. The digital age, supported by data, technology, and predictive analytics has created a new opportunity to be more precise, more efficient, and more effective with our clients’ media investments:
- New ways of identifying who your customers are.
- New ways of reaching and influencing them at critical moments.
New ways of discovering the 50% of advertising that works, and avo- iding the 50% that doesn’t.
This reports analyses the state to digital media and its impact on the future.
For further information please look up your regional contact here: http://news.ipgmediabrands.com/magna-global/press-releases/
How Marketers are Making a 49% ROI Mistake - and They Don't Even Know ItDialogTech
We found that marketers could be making a 49% ROI mistake by omitting one simple thing from how they measure and optimize their marketing: phone calls. Learn more about our research.
This document discusses the impact of digital marketing on business. It begins with an introduction to the history and growth of digital marketing. It then discusses 10 important digital marketing trends that will impact business in 2015, including the growing role of big data, mobile, content marketing, social media, multi-channel marketing, personalization, ad retargeting, visual content, data analytics, and collaboration across platforms. It also outlines both the positive and negative impacts of digital media on business, such as faster information, greater reach, new technology, and more options. The conclusion is that digital marketing can minimize costs while increasing product awareness, reach, and sales through more effective targeting.
The document discusses the role of digital channels in building brands. It notes that digital is not just a channel, and examines questions around the purpose of a brand's digital presence, such as whether it is meant to add reach, generate or fulfill demand, engage or build communities, and drive different types of sales. It also explores how to measure success beyond just clicks, shares or traffic. The document advocates measuring brand impact and strength over time, as clicks alone are not correlated with long-term brand influence. Charts show how different media compare on reach and saliency, and that online video outperforms TV for reach in Brazil and Latin America.
CRM impacts the entire value chain from marketing & sales to inventory management and the supply chain, to human resources and finance. In the customer ecosystem, the EVC needs to run seamlessly for a customer to be happy. Check this out to find out how that works.
What's Driving Digital Marketing in 2014? Conversant ResearchConversant, Inc.
This document summarizes the key findings of a research study on marketing trends in 2014. It found that marketers are focusing their budgets on fewer proven channels and tactics that deliver high returns. There is also a major focus on personalized marketing and understanding individual customer needs. Marketers face challenges in developing personalized programs and measuring their effectiveness. They are looking to work with fewer strategic vendors that can provide integrated solutions to address these challenges. In 2014, marketers will consolidate spending and focus on personalization, measurement improvements, and partnering with select vendors.
here is a presentation I did when I was in Edinburgh - I was presenting to Tayburn a small agency who were looking for a Head of Digital to work wihtin their team and go
This document provides a guide for mobile advertisers on challenges and solutions in the mobile advertising landscape. It discusses that while mobile advertising is growing, calculating ROI and finding relevant success metrics are major challenges. Advertisers want metrics that align with traditional media to measure campaign effectiveness consistently across platforms. However, most mobile publishers provide metrics like clicks and impressions that are mobile-specific and don't address brand metrics. Adopting standardized metrics like GRPs and brand lift that are used offline could help advertisers better evaluate mobile campaigns and increase mobile advertising spend.
iDirect is the confluence of digital and direct marketing. It is interactive, information-driven, insightful, innovative and iterative. This presentation highlights the imperative for iDirect and its 4 fundamental tenets.
151116 Mad Marketer_5 Reasons CPG Brands Need Accountable AdvertisingHawthorne
The document discusses the challenges facing consumer packaged goods (CPG) brands from shifting consumer attitudes and incomes. It notes that CPG marketers must adapt to market fragmentation across new media channels. The document argues that direct response television (DRTV) advertising presents several benefits for CPG brands, including the ability to track and analyze campaigns, build brand recognition in a cost-effective manner, and ensure accountability with limited marketing budgets through the use of analytics. It concludes that DRTV is an effective way for CPG firms to achieve high brand awareness within an attractive return on investment.
The document discusses how the programmatic media industry needs to shift its focus from efficiency to effective value creation in order to better align with marketers' objectives of long-term consumer engagement. It identifies the key drivers of effective value creation as efficiency, innovation, and consumer engagement. The industry needs to develop new capabilities and metrics to measure how well it is extracting useful data and insights from consumers to improve engagement over time, rather than just focusing on cost savings. This will allow it to tap into the $13 billion untapped market for online branding spending in the US.
This document discusses digital marketing fundamentals. It begins with an introduction to Google and defines digital marketing. The main types of digital marketing are then described as pull marketing, where users seek out content, and push marketing, where marketers distribute messages. Several key digital marketing channels are also outlined, including SEO, social media, SEM, email marketing and mobile marketing. The advantages of digital marketing are noted as reach, measurement, interactivity and lower costs. Real-life examples of successful digital marketing by companies like Uber and Airbnb are provided.
the challenges of relationship marketing in luxury brandsKIRAN KV
The document discusses relationship marketing in the luxury brand industry. It begins with defining relationship marketing as focusing on long-term customer relationships rather than single transactions. Relationship marketing aims to understand customer needs as they change over time through communication. For luxury brands, relationship marketing is important as they have traditionally built success through close relationships with small customer communities. The document then examines how information technology and customer relationship marketing (CRM) tools can help luxury brands develop new business models to enhance customer relationships and loyalty. It concludes that relationships are very important for luxury marketing success and more research is still needed to fully understand luxury customers and effective CRM strategies.
The document summarizes the findings of a meta-analysis conducted by the Advertising Research Foundation (ARF) on the effectiveness of TV advertising over time. The analysis integrated results from 7 databases comprising 388 cases across different product categories. The analysis found that TV advertising effectiveness does not appear to be declining over time, and may actually be increasing. The index of incremental days of sales or persuasion points delivered from TV advertising was stable or increasing even when controlling for variables like ad quality and wearout. Therefore, TV can still be an effective platform for advertising, particularly for generating brand awareness, though marketers need to be aware of ongoing changes in TV viewing habits and technologies.
This document discusses local search capabilities and strategies for GEICO Insurance. It analyzes the media landscape for local business information, noting that consumers use multiple sources like search engines, local search sites, and print/internet yellow pages. Younger generations favor online sources more while older generations use both online and offline. The document recommends developing an optimized media mix for GEICO based on consumer usage behavior and expanding their reach across print, online, social media, and other sources. It provides insights on internet yellow pages, paid search marketing, and creative services opportunities to strengthen GEICO's local search presence.
Marketing Attribution 101: Understanding Attribution and Calculating Cost of ...Kissmetrics on SlideShare
In this webinar with Ryan Koonce, you’ll learn how to utilize UTM parameters to accurately track your marketing and advertising efforts, and report on them using different attribution models to correctly calculate your cost of acquisition (COA).
Ryan is the founder of SaaS Management Group, a leading growth marketing and analytics consultancy who has founded a number of startups and was a pioneer in viral marketing and landing-page testing and optimization.
In his talk, he wants to teach you how create effective tracking links using explicit UTM parameters instead of Google Auto-Tagging and what you should look out for if you are running Twitter, Facebook, and Google advertising campaigns when calculating an accurate COA.
- What is marketing attribution and why it matters for your business
- Best practices for creating different types of links with UTM parameters
- How common online advertisers (i.e. Google, Facebook, Twitter) attribute the success of their campaigns and what this means for you
- How to build reports to understand attribution and allocate cost data
Datalicious media-attribution-optimising-digial-marketing-spend-in-financial-...Peerasak C.
Marketers have been applying
science, specifically statistics and
econometric modeling, for many
decades now to answer the key
question all advertisers face - how
to allocate media budgets across
channels to maximise overall return
on advertising spend (ROAS) with a
limited budget.
1. Advertising spend is experiencing its biggest decline in history while online advertising revenue is also decreasing.
2. The study examines the impact of various communication channels, including traditional (TV, print, radio) and online (display ads, search ads) on key metrics like registrations and sales for an online social network.
3. The results show that TV advertising has the strongest impact on the social network's registrations and sales, more so than other traditional or online channels, demonstrating that traditional media can enhance new media for an online brand.
As digital marketing budgets continue to grow, so do concerns over ad fraud, viewability and brand safety.
This whitepaper examines the top threats to ad quality and offers an in-depth view of Conversant’s holistic approach to ensuring the highest level of ad quality for its clients.
Topics include:
- Marketplace challenges and the damage poor ad quality can cause
- The necessity of advanced proprietary ad quality technology
- Conversant’s holistic 8-part solution
- Data's crucial role in preventing fraudulent activity
Successful digital marketing ROI measurement considers reach, engagement, and conversion metrics across channels. It also takes industry differences into account. Firms that quantify variables like costs, traffic, conversion rates, and customer lifetime value can make more profitable investment decisions. The study will analyze measurement practices through a survey of global digital marketing managers in different industries. Insights on best practices from platform features and case studies will also be considered to develop a benchmark for cross-industry comparison. Results may show variability in ROI calculation methods between industries but execution quality as the differentiating factor for successful companies.
1) The document discusses how marketing has shifted from an "art" to a "science" due to changes in technology and customer expectations. Advances like social media, mobile devices, and cloud computing have given customers more control over brand conversations and empowered them to expect personalized, seamless experiences across channels.
2) It proposes a "Customer Value model" with four interconnecting layers: customer value at the core, surrounded by customer journey, customer value analytics, and finally company value. This model aims to continuously link customer insights and data to business decisions in real-time in order to maximize value for both customers and the company.
3) Achieving customer value now requires understanding customer needs, behaviors, and motiv
We are in the midst of the next great transformative era in the media business. The digital age, supported by data, technology, and predictive analytics has created a new opportunity to be more precise, more efficient, and more effective with our clients’ media investments:
- New ways of identifying who your customers are.
- New ways of reaching and influencing them at critical moments.
New ways of discovering the 50% of advertising that works, and avo- iding the 50% that doesn’t.
This reports analyses the state to digital media and its impact on the future.
For further information please look up your regional contact here: http://news.ipgmediabrands.com/magna-global/press-releases/
How Marketers are Making a 49% ROI Mistake - and They Don't Even Know ItDialogTech
We found that marketers could be making a 49% ROI mistake by omitting one simple thing from how they measure and optimize their marketing: phone calls. Learn more about our research.
This document discusses the impact of digital marketing on business. It begins with an introduction to the history and growth of digital marketing. It then discusses 10 important digital marketing trends that will impact business in 2015, including the growing role of big data, mobile, content marketing, social media, multi-channel marketing, personalization, ad retargeting, visual content, data analytics, and collaboration across platforms. It also outlines both the positive and negative impacts of digital media on business, such as faster information, greater reach, new technology, and more options. The conclusion is that digital marketing can minimize costs while increasing product awareness, reach, and sales through more effective targeting.
The document discusses the role of digital channels in building brands. It notes that digital is not just a channel, and examines questions around the purpose of a brand's digital presence, such as whether it is meant to add reach, generate or fulfill demand, engage or build communities, and drive different types of sales. It also explores how to measure success beyond just clicks, shares or traffic. The document advocates measuring brand impact and strength over time, as clicks alone are not correlated with long-term brand influence. Charts show how different media compare on reach and saliency, and that online video outperforms TV for reach in Brazil and Latin America.
CRM impacts the entire value chain from marketing & sales to inventory management and the supply chain, to human resources and finance. In the customer ecosystem, the EVC needs to run seamlessly for a customer to be happy. Check this out to find out how that works.
What's Driving Digital Marketing in 2014? Conversant ResearchConversant, Inc.
This document summarizes the key findings of a research study on marketing trends in 2014. It found that marketers are focusing their budgets on fewer proven channels and tactics that deliver high returns. There is also a major focus on personalized marketing and understanding individual customer needs. Marketers face challenges in developing personalized programs and measuring their effectiveness. They are looking to work with fewer strategic vendors that can provide integrated solutions to address these challenges. In 2014, marketers will consolidate spending and focus on personalization, measurement improvements, and partnering with select vendors.
here is a presentation I did when I was in Edinburgh - I was presenting to Tayburn a small agency who were looking for a Head of Digital to work wihtin their team and go
This document provides a guide for mobile advertisers on challenges and solutions in the mobile advertising landscape. It discusses that while mobile advertising is growing, calculating ROI and finding relevant success metrics are major challenges. Advertisers want metrics that align with traditional media to measure campaign effectiveness consistently across platforms. However, most mobile publishers provide metrics like clicks and impressions that are mobile-specific and don't address brand metrics. Adopting standardized metrics like GRPs and brand lift that are used offline could help advertisers better evaluate mobile campaigns and increase mobile advertising spend.
iDirect is the confluence of digital and direct marketing. It is interactive, information-driven, insightful, innovative and iterative. This presentation highlights the imperative for iDirect and its 4 fundamental tenets.
151116 Mad Marketer_5 Reasons CPG Brands Need Accountable AdvertisingHawthorne
The document discusses the challenges facing consumer packaged goods (CPG) brands from shifting consumer attitudes and incomes. It notes that CPG marketers must adapt to market fragmentation across new media channels. The document argues that direct response television (DRTV) advertising presents several benefits for CPG brands, including the ability to track and analyze campaigns, build brand recognition in a cost-effective manner, and ensure accountability with limited marketing budgets through the use of analytics. It concludes that DRTV is an effective way for CPG firms to achieve high brand awareness within an attractive return on investment.
The document discusses how the programmatic media industry needs to shift its focus from efficiency to effective value creation in order to better align with marketers' objectives of long-term consumer engagement. It identifies the key drivers of effective value creation as efficiency, innovation, and consumer engagement. The industry needs to develop new capabilities and metrics to measure how well it is extracting useful data and insights from consumers to improve engagement over time, rather than just focusing on cost savings. This will allow it to tap into the $13 billion untapped market for online branding spending in the US.
This document discusses best practices for multi-channel attribution in digital marketing. It recommends moving away from last-click attribution models and toward multi-touch attribution models that account for all interactions across channels over time. Successful multi-channel attribution requires a well-planned strategy, evaluation of available tools, and accounting for differences between channels and interactions. The goal is to more accurately understand how channels work together to influence conversions.
Com score ars when advertising goes digitalDigitalReport
This document discusses the importance of creative strategy and execution in digital advertising. It finds that creative quality has a significant impact on brand sales, accounting for 52% of shifts compared to 13% for media planning factors. However, digital advertising has historically focused more on media planning than creative. The document argues for applying lessons from TV creative testing to digital, including pre-testing creative strategies and executions, and cites a case study that found improved sales results when the highest-scoring creative strategy from testing was used for an ad campaign.
Performance marketing uses clearly defined business objectives and metrics to optimize advertising campaigns. This includes cost-per-action models like affiliate marketing and programmatic ads. Affiliate marketing accounts for 7.5% of digital retail spend and is growing due to better data and the rise of social media affiliate links. Nearly half of all digital retail ad spending goes towards pay-for-performance formats like search, classifieds, app installs, and email. Performance marketing has grown for retailers as they face pressure to increase efficiency from Amazon and falling foot traffic.
Shows approach which expands the breadth of what marketing-mix models cMichael Wolfe
Much criticism has been levied towards marketing-mix modeling recently. This article shows innovations and proposes solutions for reinventing this powerful marketing measurement tool
Google Display Network (GDN) : Building Brand Engagement Vũ Văn Hiển
This study will help advertisers and agencies make more-informed creative decisions about digital advertising. Readers will learn which ad formats can be used to reach specific branding goals as well as gain a better understanding of the impact on brand results of showing more ads to the same audience through greater frequency. In addition, we offer best practices and advice for how to make the most of any format.
Mediative worked with the RBC Financial Group Chair of Ecommerce at HEC Montreal to analyze academic and industry literature on online display advertising. The summary identifies three key findings:
1. Display advertising is most effective when used in combination with paid search advertising, as their combined impact exceeds the impact of each individually.
2. Advertising avoidance, also known as "banner blindness", occurs when users unconsciously avoid looking at online display ads. However, exposure to ads can still influence users even if they are not fully processed or clicked.
3. Different online advertising formats have varying strengths and weaknesses that impact how users process messages. Factors like format, interactivity, and creative design choice affect advertising performance.
Magna Global: Media Economy Report 20t4Brian Crotty
The document is a media economy report that discusses how data is changing businesses. It covers several topics:
1) Supply - Pervasive consumer connectivity generates new data that can be used for more precise targeting of audiences. Moving local TV trading to impressions-based transactions allows for more efficient buying processes and precise targeting.
2) Demand - Programmatic activity now permeates digital media buying and allows for automated execution and optimization of campaigns. Combining audience and contextual data in programmatic buying can drive results across marketing funnels.
3) New Value Drivers - Timing when reaching consumers is becoming more important, and data helps identify receptive audiences. New ways of understanding customer behavior and improving ROI with less waste are
What to Expect From Programmatic in 2015Extreme Reach
"Predictions for programmatic are plentiful. 11 experts forecast which are most likely to come to fruition, and how marketers should prepare."
Our Chief Digital Officer, Avi Brown, weighs in on the future of programmatic advertising and the importance of automating the direct buy.
The value of being seen : a guide to digital advertising viewability - Turn -...Romain Fonnier
What’s hard to understand about advertisers wanting ads to be seen by real live consumers?
At first blush, it seems so simple: viewable ads reassure advertisers that their ads are delivered in-view (that is, on an active page or within frame). Yet, viewability does not guarantee that the end consumer will actually view the ad creative or engage with the message.
Successful digital advertising depends on a variety of factors -- including a nuanced understanding of what viewability is, when it matters, and how it fits into a broader campaign strategy.
Retail Media Network(RMN)-Thought Leadership-2023.pptxsethisaabb
Retail Media Network(RMN)-Thought Leadership-2023 by Publicis Sapient - an understanding how the retail media and the players around it work and function to run the show.
iClick: Maximizing campaign performance and cross‐channel delivery through a...GLG (Gerson Lehrman Group)
Presentation to be given at SES Singapore on 3 December 2014. Session is entitled "Advanced / Analytics - Maximizing campaign performance and cross-channel delivery through analytics." Sounds technical, right? Although the subject can get VERY technical I try to present a practitioner's guide to help marketers understand what, how and why they should be measuring campaign performance across digital media channels (search, display, mobile, video, email). iClick has an amazing platform that delivers these cross-channel marketing campaigns in China and around the world. I highlight a couple of case studies in this presentation.
This document discusses attribution and how understanding attribution can help optimize a company's digital marketing portfolio. Attribution refers to identifying which marketing touchpoints contributed to a desired outcome like a purchase and assigning value to each touchpoint. Understanding attribution across channels can increase cost efficiency by 30% and revenue by 20%. While attribution provides benefits, defining the customer journey and gaining internal support for investment are challenges. The document provides tips for taking an actionable approach to attribution.
Programmatic buying methods like real-time bidding are attracting more advertising dollars as marketers and publishers recognize the benefits. Spending on programmatic buying is predicted to grow significantly in coming years, accounting for around one-third of all US digital display ad spending by 2017. The document provides an overview and statistics on key trends in programmatic buying, including growth in real-time bidding spending, mobile and video opportunities, and concerns from both publishers and marketers around issues like pricing, data and ad quality control.
ADMA Certificate In Digital Marketing - Paid Media PresentationBe Media Be Media
Scott Forrest, Digital Strategist & Head Of Digital Services at Be Media, presents a quick overview of Paid Digital Media in Australia to professionals in the ADMA Digital Marketing Certificate course in Perth on 26.10.17
This document discusses the importance of creative strategy and execution in digital advertising. It begins by highlighting endorsements from industry leaders on the critical role of creativity. It then reviews the history of digital advertising's focus on click-through rates and measurements over creative. The document advocates for applying lessons from traditional TV advertising copy testing to digital, noting that creative quality has a greater impact on sales than media planning factors. It provides an example of how pre-testing creative strategies can improve the resulting creative execution and lead to increased market share. The key message is that greater focus on creative strategy and testing is needed in digital advertising.
Un estudio reciente del Boston Consulting Group (BCG) ha revelado que los editores que aprovechan por completo la oportunidad programática, que crece rápidamente, obtienen unas ganancias económicas medidas y una mejor posición en el mercado a largo plazo.
BCG completó recientemente un estudio global realizado entre 25 editores y aplicado a una serie de segmentos para entender mejor la contribución de la programática a los resultados finales de un editor.
Los resultados indicaron que los mejores editores que utilizan la programática de forma estratégica superan el promedio del mercado, lo que genera un porcentaje elevado de ventas programáticas a la vez que aumenta los CPM generales. Utilizan la tecnología con efectividad para operar de forma más eficaz y aumentar los ingresos y los márgenes.
En el informe se describen las cuatro mejores prácticas que los principales editores aplican para crear su sólido camino hacia los beneficios.
Similar to E marketer overview_of_digital_cp_ms-measures_of_digital_performance_place_pressure_on_pricing (20)
Nonprofits are increasingly moving from static websites focused on messaging to more interactive websites designed to engage constituents. Characteristics of interactive websites include things like communities, user-generated content, personalized content, and tools to engage across sites. While this shift requires investment, dynamic websites can increase donor affinity and lifetime value by providing rewarding online experiences similar to commercial sites, and integrating online and offline fundraising strategies can strengthen donor relationships through multiple channels.
This document provides guidance on marketing strategies for nonprofit organizations. It discusses the difference between marketing and donor development, and emphasizes that marketing involves using integrated tactics to create awareness and a positive image. Some key tactics discussed for nonprofits to consider include developing a website, using social media, direct mail/email, and creating a marketing plan with goals and a budget. An effective marketing plan involves understanding the organization's strengths, weaknesses, opportunities and threats through a SWOT analysis to identify the best approaches.
DoubleClick Bid Manager is a demand-side platform that allows advertisers, agencies, and trading desks to buy display media across ad exchanges. It analyzes each impression using proprietary algorithms and optimizes bidding in real time to meet campaign goals. Powerful targeting combines audience and contextual data to reach the right audiences. The platform is integrated with other Google tools to streamline workflows and cross-channel buying.
This document provides a 7-step guide to successful video marketing. It begins with an introduction to video marketing, discussing the benefits it can provide for businesses in areas like brand awareness, engagement, conversion and SEO. It then outlines 7 different types of videos businesses can create, including testimonial, product demo, and explainer videos. Each video type is described and relevant examples are given. The document argues that video is a powerful marketing medium as it can increase engagement and sharing of content online. It also cites data showing the popularity of video and time spent watching videos on sites like YouTube and Facebook.
This document provides information about creating video advertising campaigns on YouTube and the Google Display Network using Google AdWords. It discusses the following key points:
- AdWords for video allows targeting video ads to YouTube and Google Display Network sites using TrueView formats, which only charge advertisers when viewers watch 30 seconds or more of a video ad.
- The Video Editor tool allows combining multiple videos, images, music and effects to create new videos to publish to YouTube.
- Campaigns can be created using either AdWords for video for TrueView formats only, or the Ad Gallery for additional formats but across platforms.
- Effective video ads tell a story, reach the right audience, and can be created and measured
Video ads-the-programmatic-channel research-studiesAdCMO
Growing numbers of advertisers and publishers are embracing programmatic channels for video advertising, where real-time markets allow buyers and sellers to buy and sell video ads at scale with lower costs. Data shows that in-stream video ad impressions tripled on the DoubleClick Ad Exchange from 2012 to 2013 due to strong demand. Nearly all advertiser categories posted double-digit growth in video ad spend and impressions each quarter as more utilize programmatic channels.
This document summarizes an approach called customer value accounting that combines traditional marketing techniques to evaluate customer perceived value of products. It discusses how the approach integrates importance-performance analysis, engineering economics, and conjoint analysis. It provides an example analyzing room air cleaners that combines cost-in-use data with performance scores on key attributes to estimate the monetary worth differences between products based on their relative performance. The goal is to understand customer perceived value in order to set rational prices based on value rather than just costs.
This document outlines various co-op advertising opportunities through the Wisconsin Department of Tourism for fiscal year 2014. It describes new and returning programs including social media posts on Facebook and Twitter, online display banner ads on newspaper websites, deals listings on TravelWisconsin.com, email blast programs, and print advertising. Advertisers work with the agency Laughlin Constable to participate in these programs and reserve ad space. Requirements, pricing, and benefits are provided for each opportunity.
The document provides an overview of strategic marketing and outlines a process for structuring marketing activities to achieve better results. It discusses three key buckets: strategy, tools, and customer acquisition. Strategy involves high-level conceptualization of penetrating the market. Tools are the collateral and processes used for tactical execution. Customer acquisition are the marketing mediums and tactics used to execute strategies. The document recommends first defining strategy before implementing tactics. It aims to provide structure and guidance to help marketers determine the "right things" to be doing.
The new-multi-screen-world-study research-studiesAdCMO
This document discusses research on consumer behavior across multiple screens. Some key findings include:
- Most consumers' media time is spent in front of screens like computers, smartphones, tablets, and TVs. The device chosen is often driven by context like location, task, and time needed.
- There are two main modes of multi-screening: sequential screening by moving between devices, and simultaneous screening using multiple devices at once.
- TV no longer commands full attention as it has become one of the most common devices used simultaneously with other screens.
- Smartphones are the backbone of daily media interactions, with the highest number of daily interactions and serving as a common starting point across devices.
This document provides an overview of the display advertising landscape and how it has evolved over time. It discusses how the rise of search advertising in the 2000s led to a decline in display advertising spending until 2005, when new technologies and platforms emerged to provide more control, efficiency and targeting capabilities for display. These included the birth of ad exchanges, demand side platforms, supply side platforms, and data exchanges. The document defines these key technologies and players, examines how they work and interact, and discusses how the current display ecosystem provides more options and transparency than earlier models. It also looks at expected continued growth and consolidation in the evolving display market.
Social Media Toolkit for Health CommunicatorsAdCMO
This document provides a toolkit for using social media to improve health communication efforts. It includes an introduction to social media and its benefits. Sections cover developing a social media strategy, tools like buttons/badges and image sharing, and lessons learned from CDC's social media use. The goal is to help readers integrate social media into their health communication work to increase reach, participation, and transparency.
The document provides guidance on developing an effective marketing plan, including outlining the key components of a marketing plan and explaining the importance of research, situation analysis, goals, and strategies. It recommends beginning with an overview of the business and its mission/vision, followed by an analysis of the external environment, internal strengths and weaknesses, and opportunities and threats. The marketing plan should then identify target markets, objectives for each aspect of the marketing mix, and an action plan with timelines and budgets to achieve the objectives. Regular monitoring and review of the plan is also advised.
Real-time bidding (RTB) is an online auction system that allows advertisers to bid on individual ad impressions in real-time and display ads to users that match their targeting criteria. RTB provides benefits like access to more high-quality leads by targeting specific audiences, cost efficiency through competitive bidding, and insights for optimizing campaigns. The document recommends partnering with an RTB expert to effectively leverage the platform's customization options and data to maximize spending and ad performance.
Retargeting uses cookies to track website visitors and display customized ads to them across the web, encouraging them to return and convert. It can be applied across marketing channels like search, email, and social media by placing tracking pixels on landing pages. Retargeting campaigns should be measured alongside broader reach campaigns, as retargeting audiences see higher click-through and conversion rates at a lower cost per lead.
Neustar is a provider of real-time information and analysis services to various industries. It applies secure technologies in location identification and evaluation to help customers promote and protect their businesses. Neustar's marketing services help clients acquire customers more effectively through a disciplined approach involving planning, targeting, engaging customers and measuring marketing campaigns across channels.
The document is a guide from Google on how companies can win with mobile. It discusses five crucial questions every business should ask about mobile, including how mobile changes a company's value proposition. It provides examples of how companies like Hotels.com, Starbucks, and Zipcar tailored their mobile experience to customers. It also discusses the challenges of price transparency from mobile and how retailers can address customers comparing prices in-store.
The document describes Bizo, a marketing platform that allows B2B marketers to precisely target business professionals online. It provides data on over 120 million professionals that can be targeted based on demographic and firmographic criteria. Over 750 brands use Bizo's targeted display advertising, retargeting, and data solutions to reach audiences across the sales and marketing funnel. The platform also includes solutions for Facebook, LinkedIn, and other social/content networks frequented by business professionals.
This document provides a guide to developing and managing a presence on LinkedIn for marketing purposes. It discusses setting up personal and company profiles, developing a LinkedIn strategy, reaching audiences, encouraging interaction, converting leads into sales, keeping audiences engaged, and key LinkedIn features and terms. The benefits outlined for both individuals and companies include networking, developing thought leadership, gaining referrals, recruiting employees, showcasing expertise, and increasing brand awareness and leads.
The document discusses how traditional funnel-based marketing is broken and introduces lifecycle marketing as a better approach. It argues that the funnel model does not accurately reflect customer behavior, focuses only on the initial customer experience, and lacks consideration for ongoing customer experience and engagement. Lifecycle marketing takes a holistic view of the entire customer journey from awareness to advocacy. It involves identifying all customer touchpoints, tracking customer interactions and data over time, and optimizing the customer experience at each stage of the lifecycle.
E marketer overview_of_digital_cp_ms-measures_of_digital_performance_place_pressure_on_pricing
1. OVERVIEW
OF DIGITAL
CPMsMeasures of Digital Performance
Place Pressure on Pricing
OCTOBER 2013
LaurenT. Fisher
Contributors: Catherine Boyle, Mitchel Winkels
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