This document outlines a holistic marketing strategy for the fourth quarter (Q4). It recommends taking a strategic approach that focuses on amplifying the brand voice to target audiences through data-driven campaigns across the consumer journey. This includes creating awareness, consideration, acquisition, and driving growth. It also stresses the importance of integration, innovation, and brand storytelling. Specifically, it recommends integrating data across channels, leveraging emerging platforms, and using sequential creative tailored to audiences. It provides examples of how to activate audiences through various stages using paid search, display, social media, and landing page optimization. Cross-channel measurement is also highlighted as important for understanding performance.

1. How to Build Your Perfect Q4 Marketing Mix for
a Holistic Holiday Strategy
Conquering Q4: A Holiday Planning Series for Marketers

2. Today’s Timeline | Paid Media
Conquering Q4: A Holiday Planning Series for Marketers
3 days. 11 sessions. 21 digital marketing experts.
TINUITI & TEADS PRESENTS:
5 Top Tips to Leverage Video
for a More Effective Q4 Display
Strategy
TINUITI PRESENTS:
How to Build Your Perfect Q4
Marketing Mix for a Holistic
Holiday Strategy
TINUITI & ASPIRE IQ
PRESENTS:
Boost Brand & Product
Discovery with a Paid Social
Diversification Strategy
TINUITI PRESENTS:
Q4 Google Search & Shopping
Best Practices For Advanced
Strategies
11:00 – 11:45am PST 12:30 – 1:15pm PST11:45am – 12:30pm PST10:45 – 11:00am PST

3. ● Session recording and slides will be sent out
● Log back in anytime with the same link
● Resources available as handouts
Eyebrow Text
Today’s Logistics
Persephanie Arellano
Webinar Coordinator

4. Tinuiti is the largest independent performance
marketing agency across the triopoly.
Some of
our clients
Our
Recognition

5. Today’s Speaker
Tim Hurd
Group Director, Integrated
Media Strategy

6. Poll Question
How are you allocating your media mix throughout the consumer journey and
marketing funnel?
● Focused mainly on down funnel conversion
● Split across, awareness, recognition, acquire, and nurture
● Focused mainly upper funnel creating intent
● Not sure

7. 7
1. Strategic Approach
2. Activating Audience First
3. Media Strategy & Activation
4. Holistic Measurement & Reporting
Contents

8. How To Win: The Strategic Approach
8

9. Strategically amplify the brand voice to desired
audiences through a data driven full funnel approach to
create awareness, generate consideration, acquire new
customers, and drive business growth through
establishing high customer lifetime value
Our Performance Marketing Mission
9

10. The Strategic Approach: GAMMA
Unifying Goals Across Every Consumer Touchpoint
Goals &
Strategy
Tailored for your
unique objectives
Audiences
& Targeting
Know and reach
your customer
Messaging
& Creative
Ideas and visuals
that convert
Measurement,
Testing & Learning
Insights to understand
your next move
Acceleration
& Optimization
Ramp up quickly for
maximum growth
10

11. To Win, Strategy Must:
11
Take a data-driven surgical
approach to targeting and
optimization to take advantage of
opportunities for growth while still
maintaining efficiency.
Optimize
Through Data
Steal share from competition with
a disciplined optimization plan
rooted in performance while also
being early adopters of emerging
media where applicable.
Attack the
Competition
Assess, implement, and integrate
backend systems and processes to
optimize our media investments
towards profitable growth.
Integrate
Everything
Collaborate to define
measurement framework
across the consumer journey.
Measure
Every Touchpoint
Develop impactful customized creative
and messaging across the entire
consumer journey that speaks to your
UVP to increase consideration,
retention and persistence.
Be Present
& Disrupt
Ongoing testing and learning
to accelerate performance.
Test, Test,
Test

12. Track and monitor competitor behavior and spending to inform cross channel campaign strategy.
Create automatic alerts to control spend and and performance during key moments
when competition has changed.
OPPORTUNITY
Integrate all lead flow data into the media platforms to allow for deeper analysis. More granular
optimization is critical to increasing retention and persistence.
Combine a sophisticated approach to brand storytelling in the awareness and consideration stage
with an audience first approach that focuses on qualified consumers.
Establish and align on a best-in-class measurement framework to ensure alignment on how upper
funnel tactics drive performance. Strategically amplify the brand across channels in a cost efficient
and effective way.
Ongoing monitoring and anticipation of potential vertical challenges is required. Partner with
Marketing & PR departments to ensure alignment on messaging and media approach. Automate on site
messaging to counter reputation for specific audiences..
How to Win: Leverage Our Experience
to Turn Challenges Into Opportunities
FIERCE COMPETITION
HIGHER COSTS
AWARENESS
CHALLENGE
PERSISTENCE RATES
REPUTATION
12

13. Fuel Holiday Performance With A Maniacal Focus On
Integration, Innovation and Brand Storytelling
2. Innovation Through
Emerging Media
Go beyond standard holiday
strategies to leverage key
emerging platforms like to
boost exposure, differentiate,
and yield proven results.
3. Brand Storytelling with
Sequential Creative
Use targeted messaging
tailored for key audiences and
sequenced across touchpoints
in the consumer journey with
customized creative assets
monitored for performance
and creative fatigue.
1. Integration
Break down data silos and
accurately track the consumer
journey with always-on
cross-channel tech integration
and reporting to inform
optimizations, messaging and
targeting efforts across all
earned, owned, and paid
channels.
13

14. 1. Integration Is Critical To Scale Efficiently
Unify marketing and data
● Better segmentation
● Make data actionable
● Create upsell opps
Deliver real-time interactions
● Dynamically build audiences
● Layered understanding of customers
Reporting and analytics
● Run smarter campaigns
● Constant feedback loops
● Test, optimize and iterate
Drive more profitable campaigns
● Connect the different points of the consumer journey to provide more
personalized—and profitable—customer experiences.
Maximize marketing investments
● Deploy mission-critical messages w/minimal effort
● Empower marketers with easy to use tools and reduce time to execute
● Enable more granular optimization and diversification of
media mix by establishing a feedback loop
● Utilize technology across the customer experience, from prospect to
purchase.
Most organizations struggle to design, build, manage and maintain a personalized end-to-end customer experience because
there is rarely a single place to get visibility into all the ways a customer engages with a brand, and the various technologies
powering those experiences. Tinuiti has developed an audience technology maturity model to assess an ability to leverage a
technology stack to effectively communicate with customers and prospects. Our objectives for integration are:
14

15. 2. Increase Market Share With Innovation-First Mentality
In today’s fragmented media landscape, it is critical that advertisers:
1. Find the consumer in the spaces and platforms they choose to spend their time in
2. Stand out from the clutter in those environments to connect with the consumer
2. New Ways to Drive
Performance on Platforms
3. New Audience-First
Approaches Across Screens
The Three Pillars of Our Innovation-First Mentality to Accelerate Your Growth:
The consumer has evolved. How we drive performance has, too.
1. New Platforms Search Display Social
Audio OTT Digital OOH
Search Display Social
2010
2020
15

16. 3. Inspire Action with Sequential Messaging & Targeted Creative
As a performance marketing agency, we don’t just develop creative that looks good—we develop creative that performs. Our
integrated team of creative strategists, producers, copywriters, and designers focus on developing a holistic story. It is no
longer enough to talk about how or why you’re great or qualified—you have to talk to your audience in a way that inspires
them to move through the consumer journey.
In order to succeed in such a competitive space, we’ll develop a creative strategy focused on personalizing assets for
different audiences and each of those audiences’ touchpoints with sequential messaging that supports the consumer
journey, including information, objection, emotion, and urgency-based copy.
The more personalized your creative is the better it will resonate. The goal is to:
● Build trust and authority, exalting above other competitors
● Speak directly to your audience and their consumer journey
● Control the narrative—especially focused on value props and industry reputation
● Create multiple entry points for an end-to-end experience
16

17. Activating An Audience-First Approach
Rooted in Data
17

18. Leverage Audience Data to Influence Consumers Wherever They May Be
In Their Journey
18
1st Party Data Segmentation
. :30
Awarenes
s Video 15
Days
3 :15 Sequential Videos
Speaking to Products
Drives to Homepage on Social +
Display
Filter with In-Market
If Engaged Products
If Engaged Homepage
If No Engagement
15 Day Retargeting
Value Prop
:30 Video
(Social/Display)
30 Days Retargeting
Product Detail &
Exclusive Offer
5 Banners (Social/Display)
15 Day Retargeting
Videos
:15 Video
(Social/Display)
Non-Brand Search
Brand Search
Non-Brand Search
Brand Search
Conquest Search
Non-Brand Search
Brand Search
Convert
Exclude
Convert
Exclude
Convert
Convert
Exclude
Convert
Doesn’t
Convert
Convert
Doesn’t
Convert
15 Day Retargeting
Promo Message
(Social/Display)
Convert
Exclude
Convert
Exclude
Convert
Exclude
Doesn’t
Convert
15 Day Retargeting
Accepted & Nearby
Locations
(Social/Display)
15 Day Retargeting
Approach to Vision
(Social/Display)
Convert
Awareness Recognition Acquire

19. Educating Prospects & Reinforcing the Brand
with Audience-First Creative
19

20. 20
Questions We Ask At Each Stage For Each Audience
Strategic Action
Expectation Gap
Creative Opportunity ● What is the job of creative in service of this strategic action?
● How to we personalize the creative execution to speak to their unique needs?
Channels
● How will brands meet/exceed customer expectations? What can you do, say, deliver,
provide?
● What will inspire them to convert at key touchpoints?
● What are consumers looking for during holiday at this stage in their
consumer journey?
● BUT what is the barrier that is preventing them from moving forward?
● What channels will be activated for this audience?
● How will creative vary based on channel audiences + previous touchpoints?
We must consider every angle in order to create a cohesive, targeted campaign

21. Diverse Media Mix Needed to Support Entire Journey
Awareness Recognition Acquire Nurture
Audience
CRM Match, Interests and
Skills, In Market
Actively seeking
products, High
Intent Prospecting
Audiences, Previous
Site Visitors
High Intent Site Engagers, High
brand affinity audiences
One time and two time purchasers
Messaging
Introduce and establish
brand as the leader
Right guidance and
content for
products
Encourage to get in touch,
incentivize and induce urgency Quality and Relevance
Channels
Paid Social, Programmatic
Display
Paid Social,
Programmatic
Display, Non Brand
Search
Paid Social, Programmatic Display,
Non Brand Search, Brand Paid
Search, Email
Paid Social, Programmatic Display,
Email
KPI
Qualified new retargeting
audiences
Site engagement,
Revenue, ROAS
Revenue, ROAS, Cost per New
Customer Repurchase rate, ROAS
Landing Page Ongoing testing to determine best performing landing experience (i.e. homepage, program pages, etc..)
21

22. 22
Paid Search
● Google Display Ads
● Discovery Ads
● YouTube
Display, OTT & Radio
● OTT/Pre-Roll Video
● Streaming Radio
● Terrestrial Radio
Paid Social
● Broad audiences and longer
form video content
● Facebook and Instagram
● Emerging platforms: Snapchat,
Pinterest, Tik Tok
Landing Pages (CRO)
● Ongoing A/B tests for
website landing pages
Integrated Approach: Awareness
Awareness Recognition Consideration Nurture

23. 23
Paid Search
● Non-brand keyword expansion
● Broad audience approach
● Countdown ads
Display, OTT & Radio
● Native content
● Syndicated content
● YouTube
Paid Social
● Retargeting video views with
carousel ad units + different value
props
● Facebook and Instagram
● Emerging platform: Snapchat,
Pinterest
Landing Pages (CRO)
● Ongoing A/B tests for ad-linked
landing pages
Integrated Approach: Recognition
Awareness Recognition Consideration Nurture

24. 24
Paid Search
● Non-brand keyword expansion
● Broad audience approach
● Countdown ads
Display, OTT & Radio
● YouTube for action ads
● Dynamic banners
Paid Social
● Tighter affinity lookalikes and a
mix of static and image assets
● Facebook and Instagram
● Emerging platform: Snapchat
Landing Pages (CRO)
● Ongoing A/B tests on inquiry
and application pages
Integrated Approach: Consideration
Awareness Recognition Consideration Nurture

25. 25
Paid Search
● Non-brand keyword
expansion
● Broad audience approach
● Countdown ads
Display, OTT & Radio
● Retargeting with dynamic
banners
● Outstream video
Paid Social
● Retargeting consumers
with direct response
messaging & a clear CTA
● Facebook
● Emerging platform:
Snapchat
Landing Pages (CRO)
● Ongoing A/B tests to gain
insights that accelerate
performance
Integrated Approach: Nurture
Awareness Recognition Consideration Nurture

26. Cross-Channel Measurement
Marketing Intelligence Powered by Mobius
26

27. Introducing Mobius...
KM - Logo +
Laptop
illustration
INTRODUCING

28. 28
Smarter Marketing Intelligence. Exceptional Performance. Only from Tinuiti.
Mobius is a proprietary suite of marketing intelligence and media activation
solutions that empowers businesses and marketers to truly understand every
data touchpoint—and what comes next.

29. 29
Close the Loop on Your Marketing Performance for Good.
Don’t just look at a few facts and figures and hope for the
best. Interpreting results based on poor data is bad for
business—and your marketing dollars deserve better.
That’s why Mobius unites every single data touchpoint in one
place, with three distinct solutions that help unify, optimize,
and activate your performance marketing data unlike any
other platform on the market.
No matter the size of your company, the industry you’re in, or
the products you sell, the Mobius Suite provides exactly what
you need to understand and act on your brand’s data so you’ll
always know your next best move—and the one after that, too.

30. 30
The Mobius Suite, Simplified
Connects, collects, and
synthesizes your data in one
place, with visualization,
integrations, and reporting
that makes your insights
easy to understand and act
on. Think of it as the
operating system where all
of your data lives.
Mobius Apps work within
MobiusOS to provide
targeted analytics
solutions that allow us to
enhance and customize
the way your data is
analyzed to uncover
growth opportunities with
cutting-edge insights. We
can even create bespoke
apps, just for you.
MobiusX is our powerful
AI-driven eCommerce
activation tool set that
uses product data as the
foundation on which your
media, bid, and feed
strategies are are
optimized on Amazon and
within campaigns for
maximum profitability
across the Triopoly.

31. Key Takeaways
Set your goals and strategy before leveraging media
Understand the challenges you face and how to turn them
into opportunities
Know your customers journey and the touchpoints,
measure everything

32. Schedule Your 1:1
Strategy Evaluation

33. Live Q&A
Tim Hurd
Group Director, Integrated
Media Strategy

34. THANK YOU!