OnlineMarketing_BestPractices_small
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Programmatic advertising has evolved to become more complex, with multiple parties involved in the buying and selling of digital ads. New targeting techniques allow for more precise audience targeting using first, second, and third party data sources. Effective content marketing now relies on tactics like native advertising, video, social media, search marketing, and retargeting to engage audiences across multiple devices and environments. Success requires analyzing both online and real-world metrics to measure downstream engagement and conversions from digital campaigns.
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OnlineMarketing_BestPractices_small
- 1. Content Marketing • Best Practices in Development and Distribution BEST PRACTICES IN ONLINE
- 2. +xxx DIFFERENTIATORS What We Plan to Show You Today • How the industry has evolved • Digital media channels and what to look for • New targeting • New old tactics • New analytics
- 4. …Life was simple. Advertiser and Publisher negotiate rate and budget to show an ad for a given period of time.
- 5. …Life was simple. More parties to deal with / higher cost to attain reach / higher overhead / more headaches
- 6. Networks aggregate site inventory into a single package Pros: Advertisers: Centralized buy; lower cost Publishers: Helped sell inventory at scale Cons: Advertisers: Less transparency and precision with pubs and audience Publishers: Still a large amount of unsold inventory …Life WAS simple.
- 7. Exchanges create marketplace for real-time bids for inventory Pros: Advertisers: Greater site flexibility; lower cost Publishers: Sold more ad space Cons: Advertisers: Need technology to manage multiple exchanges Publishers: Difficult to manage profitability …Life WAS simple.
- 8. Programmatic uses software to purchase digital ads - Focuses on the audience rather than the site - Centralizes point of access for inventory - Access to robust data for better decisions Computers fix any problem.
- 10. We’ve created a monster.
- 11. It only gets worse
- 12. Programmatic is Here to Stay
- 13. TARGETING
- 14. +xxx DIFFERENTIATORS Big data is a buzzword, or catch-phrase,… used to describe a massive volume of both structured and unstructured data that is so large it is difficult to process using traditional database and software techniques. What is “Big Data” really? 1st Party Data 3rd Party Data 2nd Party Data
- 15. What are these data sets? 1st Party – You Own • Web Traffic • CRM Data • Consumer Lists • Intercept Surveys 2nd Party – Siloed • Ancillary campaign information • Analytics • Adwords • Meta-data 3rd Party – Bought • Data Marketplaces • IXI • BlueKai • Lotame
- 16. Your first-party data sources (website Traffic and CRM/Email database) are the highest quality targeting criteria available. We pair that data with our 3rd party user data to identify ‘look-a-like’ audiences that mirror the traits and activities of your high value audiences. We serve custom targeted messaging to these audiences specific to their buyer behaviors. Pooled from site, and CRM Databases and conversion goals Look-a-Like Prospecting
- 17. THE TACTICS
- 18. Online Display What to Know • Average: .02% - .1% CTR • Multi-functional • Branding • Direct response • Cross-platform • Avoid CPC
- 19. Programmatic is Here to Stay
- 20. Creative Matters
- 21. What to Know • Average: .1% - .8% CTR • Average: 65% - 80% Completed View • Brand awareness building • Cross-platform • Avoid CPC • Look for CPM, cost-per-completed view (CPCV), cost-per-engagement Pre-Roll Video
- 22. Before they watch this…. your :15 or :30s spot plays. Your video ad here Results: A lean-forward audience that won’t skip your commercial! Pre-Roll Video
- 24. What to Know • Average: 1.6% CTR (click to story) • Average: 80 sec in story • Brand awareness building • Click-to-article may not be a significant driver of traffic to site • Cross-platform Native Advertising HEADLINE Matched to the look & feel of each publication RELEVANCE Contextually relevant with surrounding content
- 26. What to Know • Average: 15% - 25% Open Rate • Average: 1% - 4% Click through Rate • Multi-functional • Branding • Direct response • Cross-platform Email Blasts (3rd Party)
- 27. What to Know • Average: 1% - 2% CTR • Average: $.40 - $1.00+ CPC • Direct Response • Last touch attribution • Managed Services • Flat Fee • % of Media Search Marketing
- 28. What to Know • Right-rail & In-stream units • Multi-functional • Branding • Direct response • FBX v. Self-Service • Managed Services • Flat Fee • % of Media Social Advertising
- 30. CRM Retargeting
- 31. Device seen frequently nights and weekends in the same residence Attributes devices to anonymous user graph Continues to retarget users across all devices Cross-Device Retargeting
- 32. Retarget “Explore Idaho” Section visitors with creative relevant to specific regions viewed Retarget Contest entrants with unique time-sensitive offers & deals Retarget “Places to Stay” page views with custom hotel/resort messaging Includes Geographic- segmentation retargeting (in-market v. out-of-market v. Canada) Track non-converting site traffic and retarget with custom messaging based on geography and the user’s implied interests (click-activities). Segmented Site Retargeting
- 33. User watches branded pre-roll video User is retargeted with call-to-action or co-op partner display ad for next 30 days Brand Pre-Roll Video Banner RT impressions Banner RT impressions Banner RT impressions Banner RT impressions Engaged Audience Retargeting
- 34. How it works: Target keyword searches: • Target your banner advertising impressions to follow users searching specific keywords • Conquest competitors by targeting competitive brand names/products Target page content (contextual): • Target by keywords featured in blog/article • Conquest competitors/markets by targeting stories about competitive products/brands Hilton Minneapolis User searches for select keywords of interest (brand names, product categories) 1 Keyword Conquesting
- 35. How it works: Target keyword searches: • Target your banner advertising impressions to follow users searching specific keywords • Conquest competitors by targeting competitive brand names/products Target page content (contextual): • Target by keywords featured in blog/article • Conquest competitors/markets by targeting stories about competitive products/brands Ad appears on top-tier publishers following search or aligned with contextually relevant content 2 Keyword Conquesting
- 36. THE ANALYTICS
- 37. • Use multiple complementary KPIs – move beyond CTR • Develop conversions goals on the site • Not just Visitor Guide Downloads & Email Signups • Visits to multiple pages – things to do, hotels, events, etc. • On-page engagement • Traffic growth during campaign (Media Mix Modeling) • Downstream engagement • Engagement within the ad unit • Real-world conversion metrics New ways to measure
- 38. Placement Creative- Pixel- Size Impressi ons Clicks Click- Rate Area- Information Dine/Wine/B rew Lodging Meeting- &-Event- Planners Things- To-Do TC#Moms 160x600 8,796########## 5################## 0.06% 11############################## 17########################### 25################ 8###################### 45################ TC#Moms 300x250 20,550######## 18################ 0.09% 16############################## 55########################### 124############## 7###################### 214############## TC#Moms 728x90 23,843######## 24################ 0.10% 36############################## 54########################### 96################ 17################### 289############## Multi-page engagements
- 40. Person sees or clicks on your ad Person goes to your site Person clicks on a link out to a partner page Tracking captures click out to external partner site Reporting ties ‘click- out’ back to original media impression and attributes value (ROI) 5 1 2 3 4 Downstream actions
- 42. x Geo-location w/in 4 ft. In Shopping District, In Michael Kors, In Front of Store In Shopping center, sitting in the back of the Store • Measures consumer location signals at a precision of 4 feet or less. • This uniquely enables brands to measure physical presence in their specific stores resulting from their digital media marketing efforts. • Location conversion reporting available via dashboard. Real world conversion metrics
- 43. How it works User is exposed to advertising / content (tracked across all devices) User travels to destination Technology tracks user location in-market Arrival tracked back to origin destination & ad exposure(s)
- 44. Case Study
- 45. Additional Applications Targeted Direct Mail Competitor Subscriber Household Data Mobile to Household Match Location Conversion Measurement
- 46. Additional Applications OOH Ad Exposure Mapped to Mobile Devices via Location Data ND Mobile to Household Match OOH Media Location Conversion Measurement
- 47. © 2015 Thank you ! Questions?
Editor's Notes
- To edit data, right-click on chart and select, “Edit Data.” Edit, add, or remove data in Excel. Changing header row in Excel updates the chart key. Do not edit the chart in PowerPoint. Changes made in Excel will automatically populate PowerPoint chart. To change animation groupings, open “Animations” tab, click the gray box marked “1” at the corner of the chart, open the “Effect Options” dropdown in the toolbar, and select desired option from the “Sequence” section. For consistency with other Interfuse presentations, avoid changing other options (Direction, Entrance Effects, Emphasis Effects, Exit Effects, Duration). For consistency with other Interfuse presentations, avoid changing chart appearance or coloration.
- To edit data, right-click on chart and select, “Edit Data.” Edit, add, or remove data in Excel. Changing header row in Excel updates the chart key. Do not edit the chart in PowerPoint. Changes made in Excel will automatically populate PowerPoint chart. To change animation groupings, open “Animations” tab, click the gray box marked “1” at the corner of the chart, open the “Effect Options” dropdown in the toolbar, and select desired option from the “Sequence” section. For consistency with other Interfuse presentations, avoid changing other options (Direction, Entrance Effects, Emphasis Effects, Exit Effects, Duration). For consistency with other Interfuse presentations, avoid changing chart appearance or coloration.
- To edit data, right-click on chart and select, “Edit Data.” Edit, add, or remove data in Excel. Changing header row in Excel updates the chart key. Do not edit the chart in PowerPoint. Changes made in Excel will automatically populate PowerPoint chart. To change animation groupings, open “Animations” tab, click the gray box marked “1” at the corner of the chart, open the “Effect Options” dropdown in the toolbar, and select desired option from the “Sequence” section. For consistency with other Interfuse presentations, avoid changing other options (Direction, Entrance Effects, Emphasis Effects, Exit Effects, Duration). For consistency with other Interfuse presentations, avoid changing chart appearance or coloration.
- To edit data, right-click on chart and select, “Edit Data.” Edit, add, or remove data in Excel. Changing header row in Excel updates the chart key. Do not edit the chart in PowerPoint. Changes made in Excel will automatically populate PowerPoint chart. To change animation groupings, open “Animations” tab, click the gray box marked “1” at the corner of the chart, open the “Effect Options” dropdown in the toolbar, and select desired option from the “Sequence” section. For consistency with other Interfuse presentations, avoid changing other options (Direction, Entrance Effects, Emphasis Effects, Exit Effects, Duration). For consistency with other Interfuse presentations, avoid changing chart appearance or coloration.