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LeadsCon
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- 2. KATANA SPEAKER BACKGROUND 12+years in digital marketing Executive / Media Director at Multiple Full-Service Agencies Digital Marketing Consultant for Businesses Heavy Direct Response Background Experience Across Diverse Client Verticals 3rd Time Speaking at LeadsCon JJ BANNASCH PRESIDENT, CO-FOUNDER
- 3. KATANA TODAY’S TOPIC DIGITALMEDIA BUYING BEST PRACTICES & ADVANCEMENTS - PROGRAMMATIC MEDIA BUYING Programmatic / Automation Increased competition, especially in lower funnel tactics Data mining / analysis / insights tools & methods Tools / technology platforms Integration needs between platforms & data sets Movement to biddable - value optimization media buying SHIFTS in MEDIA MARKET Competitive advantage in marketplace Increased cost savings Longer term stability More effective strategy and executions Deeper insights & optimizations Speed & agility in campaign management BENEFITS of STAYING UP-to-DATE
- 4. WHAT IS BEINGCOVERED (20 Mins) • Challenges with media buying today • Leveraging programmatic / automation (simplified) • Who | What | When | Where | How • Tangible examples of best practices / applications for direct response campaigns / clients • Q&A
- 5. KATANA TOP 10REASONS MEDIA BUYERS ARE BEHIND Sales people unable to create value due to confusion Adaption rates are low, few leading the way for all Different skill sets needed for media buyers Constantly changing & hard to keep up-to-date Mixing purpose of strategy & tactics Lack of education & training for employees Believing that programmatic & automation will fix everything & it fails Thinking in silos and individual teams - no data sharing The LumaScape is more cluttered than ever (see next slide) Upper management not allowing testing or expansion
- 6. KATANA TODAYS MARTECH LUMASCAPE
- 7. TAKE A STEPBACK WITH DIGITAL MEDIA BUYING SIMPLIFIED BEST PRACTICE
- 8. KATANA MEDIA CAMPAIGN| KEYS TO SUCCESS 1 2 3 4 5 Implement a multi-tiered strategy to maximize reach against target audience and mid and lower funnel efforts Identify “sub-audiences” within the target audience to make optimizations and develop insights Leverage “Value Optimization” techniques within media tactics and strategies via programmatic platforms to improve campaign performance over the 6 week campaign Utilize programmatic / real-time media platforms to optimize in real time against campaign flight, audience layers, and channels/tactics Incorporate pre-campaign existing data (offline, store locations, historical CRM data, audience consumption) with campaign performance data (engagement, response rates, TOD, Devices, channels) to maximize media investments toward primary campaign objectives
- 9. KATANA PICK & CHOOSE Basedon CPM, CPE, CPC, CPA, or other analytics measurement to ensure price discovery and optimization Calculate the total return on each variable to determine value optimization bid factors against media Geo-targeting Time of Day Sites / Placements Fold Placement Devices Browsers Exchanges / Inventory Ad Sizes / Executions Frequency Recency / Latency Data Segments Channel / Tactic Creative Messaging Day of Week FILTERS FOR BIDDABLE MEDIA TARGETING MEDIA CAMPAIGN | VALUE OPTIMIZATION LEVERS
- 10. KATANA MEDIA CAMPAIGN| OPTIMIZATION TYPES VALUE ADJUSTMENTS TO IMPRESSIONS BASED ON LATENCY MODELS VALUE ADJUSTOR AUDIENCE POOLS DAILY / REAL TIME Examine media bidding strategies on a constant basis. Use both programmatic automation based on business parameters and manual oversight to ensure automation is working as planned. WEEKLY Maintain a weekly pacing and projection document that aligns overarching strategic initiatives by week. This ensures that overall goals are being accomplished and positive trending is occurring with real time optimizations. These adjustments are made across tactics / channels and between sub- audience targets.
- 11. KATANA MEDIA CAMPAIGN| AUDIENCE PROFILING UTILIZE SUB-SEGMENTS WITHIN YOUR OVERARCHING TARGET (EXAMPLE: GENERAL MALES 18 TO 34) FOR ADDITIONAL OPTIMIZATIONS AUDIENCE SEGMENT DESCRIPTION OF AUDIENCE Moviegoers (Male 18-34) Leverage audiences who have already shown a high interest in going to the movies, an affinity towards the X-Men brand or action movies or have recently spent time buying movie tickets or at movie theaters. Lifestyle (Male 18-34) Within the broader audience of Men 18-34, specifically target those interested in current pop culture and trends, sports and entertainment by targeting contextually relevant websites and third party audience data. Previous Behavior / Purchase Behavior (Right Guard & Male 18-34) Tapping into first and third party data segments, create custom segments around existing competitors’ consumers, similar audiences like Under Armour purchasers and look-a-like models off of valuable Right Guard consumers In-Store Alignment Leveraging real time latitude & longitude data, target consumers who are currently in or consistently shop at store brands that will have the Fandango redemption display General (Male 18-34) This audience will act as a catch all for non-specific audience targets but will be another testing layers within the media mix.
- 12. KATANA MEDIA CAMPAIGN| THREE (3) TIERED STRATEGY
- 13. KATANA 13 Coupon Page Tracking •On mobile, track users who click "Email a link for later printing" • On non-mobile, track users who click "Print" Media Analytics Tracking through media platforms DSP, Facebook, paid search engines and ad-servers TRACKING & ANALYTICS Landing Page Place Google Tag Manager & Google Analytics Single page websites and applications often have high bounce rates due to no other pages to visit; we can adjust the bounce rate methodology to be more realistic based on landing page interactions to provide a more realistic data point Coupon Site Tool - Google Tag Manager Landing Page Segments Leverage Google Tag Manager to identify users in the following segments: 1 page visit (track users who take no other action than visiting) High quality visits (track users based on engagement levels) Conversion start (track users who click an outbound link to the coupon page) Scrolled page (track users who scroll below the fold)
- 14. KATANA Audience Segment Descriptionof Audience Asset Needs / Channels Moviegoers Leverage audiences who have already shown a high interest in going to the movies, an affinity towards the X-Men brand or action movies or have recently spent time buying movie tickets or at movie theaters. Display (Banner Ads ) Facebook (Text and image ad) Video (Pre-roll) Mobile Google Sponsored Promotions (Text Ads) Paid Search (Text Ads) Lifestyle Within the broader audience of Men 18-34, specifically target those interested in current pop culture and trends, sports and entertainment by targeting contextually relevant websites and third party audience data. Display (Banner Ads ) Video (Pre-roll) Mobile Previous Behavior / Purchase Behavior Tapping into first and third party data segments, create custom segments around existing competitors’ consumers, similar audiences like Under Armour purchasers and look-a-like models off of valuable Right Guard consumers Display (Banner Ads ) Facebook (Text and image ad) Video (Pre-roll) Mobile In-Store Leveraging real time latitude & longitude data, target consumers who are currently in or consistently shop at store brands that will have the Fandango redemption display Display (Banner Ads ) Mobile General (Male 18-34) DIGITAL AUDIENCE SEGMENTATION AUDIENCE SEGMENTS BASED ON INTENT TRIGGERS ACROSS CHANNELS
- 15. KATANA DIGITAL BANNERAPPROACH CALL TO ACTION main message image / visual TESTING VARIANCE LARGE Overtime and testing iterations Large Variation to Start Creative Asset Testing 1.Layout of banner 2.Images (ie. lifestyle vs product) 3.Background color 4.Banner file type (static, HTML5, GIF, Dynamic) Smaller Testing Optimizations for Incremental Impact 1.Call-to-action / button 2.Offers, value proposition 3.Brand voice message testing LARGE VARIANCE A/B TEST FOR BANNERS CALL TO ACTION image / visual main message TESTING VARIANCE SMALL
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