THE GOALS
- Maximize every pound in the marketing budget
- Keep the CPA in balance while serving dynamic vouchering campaigns to a new audience on mobile devices
- Decrease the rate of costly, ineffective GIF backup images
THE APPROACH
- Experiment with a mixed-mode campaign created on Google Web Designer
- Use Flash backed up by HTML5 to ease the switch to HTML5-only campaigns
THE RESULTS
- Backup images have decreased from 7% to 0.5%
- HTML5 outperforms Flash so convincingly that marketers switched to an HTML5-only approach
- HTML5 campaigns increase reach by adding mobile inventory yet decrease overall eCPA by 12%
- Process 50% faster because designers can create ads without help from a developer
Organizations need to follow a mobile-centric design paradigm to reach today’s customers. Responsive web design is just one element in today’s web designers’ toolbox. This presentation, given at IBM Smarter Commerce Conference 2014 by CoreMedia’s Jochen Toppe discusses the challenges today’s web designers and marketers face, and offers an in-depth look at real-world requirements, potential pain points, and solutions.
The objective of this document is to get your business operationally ready for the implementation and deployment of Adobe Audience Manager (AAM). This will help you and your organisation – as new Adobe Audience Manager user – to drive maximum value from your investment in Adobe technology.
Although we have seen many projects succeed, others have faltered due to a lack of internal investment in the business to ensure they are operationally ready to adopt this new technology. This playbook will help guide you to avoid some of the common areas we have identified as missing in less successful implementations.
Organizations need to follow a mobile-centric design paradigm to reach today’s customers. Responsive web design is just one element in today’s web designers’ toolbox. This presentation, given at IBM Smarter Commerce Conference 2014 by CoreMedia’s Jochen Toppe discusses the challenges today’s web designers and marketers face, and offers an in-depth look at real-world requirements, potential pain points, and solutions.
The objective of this document is to get your business operationally ready for the implementation and deployment of Adobe Audience Manager (AAM). This will help you and your organisation – as new Adobe Audience Manager user – to drive maximum value from your investment in Adobe technology.
Although we have seen many projects succeed, others have faltered due to a lack of internal investment in the business to ensure they are operationally ready to adopt this new technology. This playbook will help guide you to avoid some of the common areas we have identified as missing in less successful implementations.
Create an unfair advantage.
We build websites, content, and marketing campaigns around the fundamental principle that people want to buy – they just don’t want to be sold to.
This In-Company Project had two main objectives. The first one was to come up with a business case on how to make a profitable business with industry-specific intellectual property (IP) on top of Microsoft Dynamics CRM3. This business case was made for partners having an existing Microsoft Dynamics CRM Services practice, not yet being an Independent Software Vendor (ISV4), and interested in investing in IP on top of Microsoft Dynamics CRM. A market research was conducted, mainly by using an online survey5, to get some insights and numerical data to be used in the business case. All partner data was clustered in three groups around profitability: Top Performer (> 75% margin), Average Performer (between 75 and 35% margin) and Bad Performer (below 35% margin).
The second objective was to define the success factors on how to become a Top Performer. These learnings came out of the survey, by analyzing all questions where the Top Performers cluster had unique survey-results compared to the other 2 clusters.
Content Marketing Institute white paper on NextWorksNextWorks
The Content Marketing Institute have created this white paper on Integrated Content Solutions. It features NextWorks as a content marketing solution provider and its breakthrough product, the Content Capsule™. The Content Capsule incorporates videos, images, presentations, documents, links to transactions, and other content into one shareable and embeddable unit.
Inside this version of Response Marketing's Pause Project you will find information on how brands can customize websites to increase conversions, Facebook Graph Search’s effect on brands, the benefit of micro-content campaigns (a.k.a. snackable content) when striving for long-term brand exposure, how smartphones affect users in the path-to-purchase, observations on the popularization of real-time marketing and how brands can use it correctly.
The events of 2020 will have a significant impact on 2021 and beyond. What does that mean from a customer experience perspective?
Join CMSWire and Alan J. Porter, director of product marketing for Nuxeo and author of “CX Trinity: Customers, Content & Context” and “The Content Pool.” This webinar will discuss the five trends that will shape the customer experience in 2021:
- Execute the basics better
- Use more rich media
- Dig into the archives
- Increase the use of 3D
- Learn to say ‘hello’
Learn how CX leadership can position themselves and their companies to leverage those trends.
This report highlights major trends worth taking into consideration in order to understand today’s digital market and get a sense of how the industry will evolve in the future.
CX in a Post Pandemic World – What Are CX Leaders Doing to Meet Customer Expe...Precisely
COVID-19 has permanently changed how we live and interact with each other. Customer interactions have been fundamentally disrupted and transformed resulting in a digital space that’s noisier and harder to cut through than ever. In today’s digital environment, how do you maximize impact to meet customers and prospects in their moment of need? How do you optimize your digital engagement, while maintaining a personalized connection with your customers?
In research recently conducted by Precisely and Corinium Intelligence:
- 86% of CX leaders say they have updated their strategies since COVID-19
- 79% of CX leaders say that COVID-19 has increased the volume of digital interactions
- 50% of CX leaders say customers now expected more seamless, digital experiences
Join us in this on-demand Panel discussion with global CX leaders as they discuss these trends, as well as the CX strategies and key investments that are shaping the customer experience marketplace for 2021 and beyond. The discussion will be hosted by Rob Dallison, VP EMEA at Precisely EngageOne and feature the following speakers:
- Marissa Buckley, VP Marketing and Brand Experience, Security First
- Angus Rogers, Head of Claims Operations, Canopius Insurance
- Patrick Roelandt, MD, Dialog Group
- Kaspar Roos, Founder and CEO, Aspire Consulting
2014 has turned out to be another incredible year of growth in mobile usage across the globe and this is set to continue in 2015. See how you can win the mobile user in 2015.
India is a competitive e-commerce market and in this dynamic environment each business has its own unique requirements and challenges. PRODIGI understands that and works collaboratively to analyse,plan, build and operationalise “seamless” e-commerce solutions. Our in-depth understanding of business goals backed by insights enable organizations to deploy robust and scalable e-stores.
The sophisticated marketer’s guide to LinkedIn – the webinarLinkedIn Europe
The Sophisticated Marketer's Guide to LinkedIn is a one-stop shop for everything a marketer needs to know about getting the most value from LinkedIn for themselves and their company. It's not an instruction manual, but more of a strategic guide full of interviews and tips from marketing thought leaders combined with expert insights from the LinkedIn Marketing Solutions team.
Create an unfair advantage.
We build websites, content, and marketing campaigns around the fundamental principle that people want to buy – they just don’t want to be sold to.
This In-Company Project had two main objectives. The first one was to come up with a business case on how to make a profitable business with industry-specific intellectual property (IP) on top of Microsoft Dynamics CRM3. This business case was made for partners having an existing Microsoft Dynamics CRM Services practice, not yet being an Independent Software Vendor (ISV4), and interested in investing in IP on top of Microsoft Dynamics CRM. A market research was conducted, mainly by using an online survey5, to get some insights and numerical data to be used in the business case. All partner data was clustered in three groups around profitability: Top Performer (> 75% margin), Average Performer (between 75 and 35% margin) and Bad Performer (below 35% margin).
The second objective was to define the success factors on how to become a Top Performer. These learnings came out of the survey, by analyzing all questions where the Top Performers cluster had unique survey-results compared to the other 2 clusters.
Content Marketing Institute white paper on NextWorksNextWorks
The Content Marketing Institute have created this white paper on Integrated Content Solutions. It features NextWorks as a content marketing solution provider and its breakthrough product, the Content Capsule™. The Content Capsule incorporates videos, images, presentations, documents, links to transactions, and other content into one shareable and embeddable unit.
Inside this version of Response Marketing's Pause Project you will find information on how brands can customize websites to increase conversions, Facebook Graph Search’s effect on brands, the benefit of micro-content campaigns (a.k.a. snackable content) when striving for long-term brand exposure, how smartphones affect users in the path-to-purchase, observations on the popularization of real-time marketing and how brands can use it correctly.
The events of 2020 will have a significant impact on 2021 and beyond. What does that mean from a customer experience perspective?
Join CMSWire and Alan J. Porter, director of product marketing for Nuxeo and author of “CX Trinity: Customers, Content & Context” and “The Content Pool.” This webinar will discuss the five trends that will shape the customer experience in 2021:
- Execute the basics better
- Use more rich media
- Dig into the archives
- Increase the use of 3D
- Learn to say ‘hello’
Learn how CX leadership can position themselves and their companies to leverage those trends.
This report highlights major trends worth taking into consideration in order to understand today’s digital market and get a sense of how the industry will evolve in the future.
CX in a Post Pandemic World – What Are CX Leaders Doing to Meet Customer Expe...Precisely
COVID-19 has permanently changed how we live and interact with each other. Customer interactions have been fundamentally disrupted and transformed resulting in a digital space that’s noisier and harder to cut through than ever. In today’s digital environment, how do you maximize impact to meet customers and prospects in their moment of need? How do you optimize your digital engagement, while maintaining a personalized connection with your customers?
In research recently conducted by Precisely and Corinium Intelligence:
- 86% of CX leaders say they have updated their strategies since COVID-19
- 79% of CX leaders say that COVID-19 has increased the volume of digital interactions
- 50% of CX leaders say customers now expected more seamless, digital experiences
Join us in this on-demand Panel discussion with global CX leaders as they discuss these trends, as well as the CX strategies and key investments that are shaping the customer experience marketplace for 2021 and beyond. The discussion will be hosted by Rob Dallison, VP EMEA at Precisely EngageOne and feature the following speakers:
- Marissa Buckley, VP Marketing and Brand Experience, Security First
- Angus Rogers, Head of Claims Operations, Canopius Insurance
- Patrick Roelandt, MD, Dialog Group
- Kaspar Roos, Founder and CEO, Aspire Consulting
2014 has turned out to be another incredible year of growth in mobile usage across the globe and this is set to continue in 2015. See how you can win the mobile user in 2015.
India is a competitive e-commerce market and in this dynamic environment each business has its own unique requirements and challenges. PRODIGI understands that and works collaboratively to analyse,plan, build and operationalise “seamless” e-commerce solutions. Our in-depth understanding of business goals backed by insights enable organizations to deploy robust and scalable e-stores.
The sophisticated marketer’s guide to LinkedIn – the webinarLinkedIn Europe
The Sophisticated Marketer's Guide to LinkedIn is a one-stop shop for everything a marketer needs to know about getting the most value from LinkedIn for themselves and their company. It's not an instruction manual, but more of a strategic guide full of interviews and tips from marketing thought leaders combined with expert insights from the LinkedIn Marketing Solutions team.
Join Jeff Rohrs, VP of Marketing Insights for the ExactTarget Marketing Cloud, for a discussion on how to make the most of the mobile moments along the customer journey. Learn how the smartphone is disrupting traditional marketing funnels and why marketing creativity is now as much about creating new “moments that matter” as it is optimizing existing ones.
Single window experience sharing workshop - CRIMSONLOGICAAEC_AFRICAN
Presentation made during the "Sharing Experience session" on 15 march 2017 - 8th General Assembly of the African Alliance for Electronic Commerce, held in Nairobi.
Shared Experience: The What and Why of Sharing for Marketers (Graham Brown mo...Graham Brown
What do we share and why do we do it?
Graham Brown from mobileYouth offers some unique psychological and anthropological perspectives on this fundamentally human behavior
Using Programmatic to Reach People in the Moments that MatterIncubeta NMPi
Is programmatic the biggest buzz word in advertising? Yes, because it has some of the biggest opportunities. These slides look at where the real opportunity in programmatic advertising lies. From audience data to creative design here are the tips and tricks.
What does it take to deliver a superb customer journey in today's globally connected and always-on world? Learn why moments matter and how Smarter Commerce is letting businesses apply insights and data to reach out to and engage customers at every crucial touch point.
Display media trading desk (DSP) - Karthikeyan Haldurai - GoogleJigserv Digital
Karthikeyan Haldurai from Google was at the ISB Digital Summit 2014 to conduct a session on 'Display media trading desk (DSP)' as part of the Digital Deep Dive workshop.
Global Mobile Programmatic Trends: Q1 2016 TrendsMoPub
This report examines trends in mobile programmatic advertising observed on MoPub Marketplace -- the world's leading mobile programmatic exchange -- in Q1 2016. Key themes include advertising spend around major events, the use of high impact ad formats, and growth in EMEA and APAC.
What You Need To Know For A Successful Start on DoubleClick Bid ManagerHanapin Marketing
Are you wanting to jump into the world of programmatic advertising? DoubleClick Bid Manager is an easy way to start programmatic if you are already advertising on Google and Bing. It offers more access to spend and reporting, however, unlike Google AdWords, you can’t just start a campaign right away. There are multiple steps along way, numerous settings, and targeting options you need to be aware of before you even start your campaign.
In this presentation, Hanapin expert Kelsey Hadaller, discusses what you need to know for a successful start and smooth transition on DoubleClick Bid Manager.
Attitudes towards Programmatic Advertising - A deep dive into buy-side attitu...IAB Europe
The following report provides further insight into the buy-side (advertisers and agencies) attitudes and current adoption of programmatic advertising following the full report publication. The additional data in this report includes a breakdown of advertiser and agency respondents by regions as listed below:
Central and Eastern Europe: Bulgaria, Croatia, Czech Republic, Hungary, Poland, Romania, Russia, Serbia, Slovakia, Slovenia, Turkey
Northern Europe: Norway, Sweden, Denmark, Finland
Southern Europe: Spain, Italy, Portugal , Greece
Western Europe: UK, France, Germany, Belgium, Switzerland, Netherlands, Austria, Ireland
Are you looking for PPC or Google Ad wards Packages? Here Create Tech Information System provides complete packages or information about web Design or more for more get in touch with us.
On May 14th Google announced the 2019 Roadmap for the Google Ads platform.
Thanks to our premier partnership with Google, our expert was there to hear it live so that he can relay the information to you through a WordStream-exclusive webinar TODAY.
Save your seat to be the first to know:
What changes you can expect to see in Google Ads (and when they're coming)
How these changes will affect your account
How to use the advanced notice to your advantage and get ahead of the competition
We are seeing an explosion of the use of Bots in the areas of sales and customer service, but what makes a Chatbot useful? During the recent rise in Chatbot popularity we have seen many bad deployments, so how can you avoid the pitfalls and ensure your Bot succeeds?
Join us to learn all about the new world of Chatbots, Artificial Intelligence, Neuro-linguistic programming, Machine Learning and best practices for deploying the technology for your business.
Infografía desarrollada por Google que muestra cómo influyen los nuevos medios y las formas de compartir información en las estrategias de marketing online
Enhancing a Luxury Furniture E-commerce Store with Expert Shopify ManagementSunTec India
SunTec India's expertise in Shopify store management has been a game-changer for a luxury furniture e-commerce business. Through meticulous optimization of product listings, strategic SEO practices, and an enhanced user experience, this case study details the successful outcomes of their collaboration, including increased traffic, higher conversion rates, and stronger brand presence.
Read more- https://shorturl.at/yl3MU
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
What is digital marketing And why is it used?125albina
Digital marketing refers to the use of digital channels, platforms, and technologies to promote products, services, or brands to a target audience. It encompasses a wide range of activities, including search engine optimization (SEO), social media marketing, email marketing, content marketing, pay-per-click (PPC) advertising, and more. The primary goal of digital marketing is to connect with potential customers where they spend much of their time: online. My Website: https://dev-topdigitalmarketingagency.pantheonsite.io/
The Good the Bad and The Ugly of Marketing MeasurementNapierPR
We explore how B2B marketers can impress the board by measuring their PR and marketing campaigns successfully, and explore 5 metrics that will get you promoted, and 3 that will get your fired.
We cover:
-Meaningless marketing metrics
-The difference between attribution and incrementality
-The importance of the customer journey
-Why you should care about prospects that are in market
-Measuring the unmeasurable
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Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
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Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
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Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
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https://nidmindia.com/
Landing page optimization is the strategic process of methodically enhancing the various elements and components of a web page with the primary goal of increasing its effectiveness at converting visitors into leads or customers.
1. 1
The TalkTalk Telecom Group, which started out as a subsidiary of a
specialty cell phone retailer, has used a smart, scrappy approach to
attract one of the U.K.’s largest broadband and voice customer bases
with a 20 % market share.
Early on, the company showed it had the skill and the will when it
co-opted its largest competitor’s slogan, “It’s good to talk,” by adding
“but it’s better to TalkTalk.”
“With the likes of Sky, Virgin and BT as competitors, we are definitely
a challenger brand,” says Mark Squires, online marketing manager of
Display and Technology at TalkTalk. “We are going for market share and
we don’t have the same levels of overall marketing spend, so we have to
maximize every pound.”
When TalkTalk decided to start offering TV alongside its broadband,
phone and mobile services, it came out fighting. One of the company’s
finest moves was to shift its display strategy away from ad networks and
to instead opt for programmatic marketing campaigns enabled by the
DoubleClick Digital Marketing platform.
“We always made the assumption that adding mobile
inventory would increase our costs, but it has done the
opposite. Using DoubleClick Bid Manager and DoubleClick
Rich Media, we’ve seen fruitful results, and now we are
actively targeting mobile.”
—Mark Squires, Online Marketing Manager Display/Technology,
TalkTalk Telecom Group
HTML5 delivers a surprise right hook to Flash
TalkTalk’s programmatic exchange buying began as a small test with
DoubleClick in 2011, when Squires was working for TalkTalk’s media
agency, mSix. At that point, display advertising represented only 7% of
the telecom’s online sales. It didn’t take long for those results to change.
By late 2013, the success of programmatic buying through DoubleClick
Bid Manager led to a massive shift in TalkTalk’s marketing mix. Display
advertising now represented 27% of the company’s online sales volume.
• One of the U.K.’s largest
telecom companies
• Headquartered in London with
offices throughout the U.K.
• 2,500+ employees
Goals
• Maximize every pound in
the marketing budget
• Keep the CPA in balance while
serving dynamic vouchering
campaigns to a new audience
on mobile devices
• Decrease the rate of costly,
ineffective GIF backup images
Approach
• Experiment with a mixed-mode
campaign created on Google
Web Designer
• Use Flash backed up by
HTML5 to ease the switch
to HTML5-only campaigns
Results
• Backup images have decreased
from 7% to 0.5%
• HTML5 outperforms Flash so
convincingly that marketers
switched to an HTML5-only
approach
• HTML5 campaigns increase reach
by adding mobile inventory yet
decrease overall eCPA by 12%
• Process 50% faster because
designers can create ads without
case study
TalkTalk Telecom Group
www.22design.co.uk
www.talktalkgroup.com
TalkTalk Increases Reach and Lowers
CPA With DoubleClick
2. case study
2
Squires says display has proven to be particularly important in upselling to
existing customers.
“One of the areas I’m really proud of at the moment is the way we re-engage
our existing customers and keep them excited. Display is now driving over
58% of our product upgrade volumes, which is crazy,” he says.
Squires adds that the company is keen to future-proof the display channel
and thereby further ensure the best return for each pound it spends. Some
of the strategies it has implemented in partnership with DoubleClick include
first-party data integrations, single retargeting technology, HTML5 creatives
and device-agnostic buying.
Indeed, the implementation of HTML5 creatives and device-agnostic buying
didn’t take long to show positive results.
With the lack of Flash support on mobile browsers and applications, the
company had been excluding smartphones and tablets from DoubleClick
Bid Manager’s delivery because the backup GIFs that showed up on these
devices were thought to have a negative effect on TalkTalk’s branding and on
the performance of the ads. Support of Flash was also falling across desktop
browsers, and in the course of one month, TalkTalk saw the prevalence of
backup images being served across all display increase from 3% to 7%.
Aside from the obvious aesthetic problems with static GIFs, an additional
concern was that as a power user of DoubleClick Rich Media’s dynamic
features, elements such as offer details would display incorrectly or not at all.
The solution? Switch to HTML5 with Google Web Designer.
Google Web Designer ushers in a whole new round of winning HTML5
results
“When it was suggested we try Google Web Designer, we jumped at
the opportunity,” says David Morgan, director at 22Design, TalkTalk’s
creative agency.
Google Web Designer is a tool that enables designers and developers to
create engaging, interactive HTML5 ads that run on any device.
The one hesitation, Morgan says, was the question of whether the agency
could achieve the same quality of ads in HTML5 as in Flash.
So, rather than switching wholesale, 22Design created a “mixed mode”
campaign, meaning each Flash ad had not only had a backup image, but also
an HTML5 version. By serving the HTML5 version instead of the static backup
image when Flash wasn’t compatible, TalkTalk could maintain the
rich interaction and dynamic messaging in its creative, even across
mobile devices.
The immediate effect was that the volume of backup GIFs being served
dropped from 7% to 0.5%.
But there was an even more surprising result.
3. case study
3
“We thought the HTML5 files wouldn’t be served much and that Flash would
outperform them, but the results that came back were totally opposite,” says
Morgan. “The HTML5 conversion figures, not just the click-through rates, were
so much more attractive that we produced our next campaign entirely
in HTML5.”
Once the designers made the switch to a full HTML5 campaign, the effective
cost per action (eCPA) for smartphones and tablets came in at half the cost
for desktop computers. This reduced the overall eCPA by 12%.
“We are thrilled by this unexpected result. The use of HTML5 through Google
Web Designer and DoubleClick Studio has enabled a device-agnostic buying
strategy through DoubleClick Bid Manager that has resulted in superior
performance,” says Squires.
Switch to Google Web Designer 50% faster than expected
When 22Design’s Morgan made the switch to Google Web Designer, he
anticipated it would take two months to get the first test creative fit for use.
But he was surprised by how easy the tool turned out to be—it took only
two weeks from downloading the program to getting those first test ads to
go live because his team was able to learn the tool so quickly.
“I think this was astounding; great news for us,” says Morgan.
He’s also found time savings in using Google Web Designer to build out
TalkTalk’s HTML5-only campaigns. Because Google Web Designer doesn’t
require any coding and the design tools are intuitive, he has streamlined
the development process.
“It used to be that after doing the storyboards and having them approved, the
designer would sit with a programmer to create an animation sequence,” says
Morgan. “Now designers can use the same files they’ve
used to storyboard in Google Web Designer to produce the animation
sequence themselves.”
Campaign creation and management on the same team
Another bonus with the DoubleClick solution is having campaign creation
and real-time bidding all on one platform.
TalkTalk’s Squires appreciates that he can quickly look up which creative is live
and which is still in QA. He can also see how different creatives link and tie in
with different audiences.
The benefits of this streamlined workflow also extend to DoubleClick’s support
team.
“The support we’ve had from DoubleClick and the trust we’ve enjoyed from
TalkTalk have created a cross-pollination of ideas. We’ve done some really
innovative things together,” says Morgan. “We are big fans of DoubleClick,
and we constantly try to get people to switch over because it makes our lives
so much easier.”
About DoubleClick
Bid Manager
DoubleClick™
Bid Manager is
a next-generation demand-
side-platform (DSP) providing
technology and services to
trading desks, agencies and
advertisers. Bid Manager brings
greater control, transparency
and performance in global
display media buying across
ad exchanges in real-time.
Proprietary machine learning
algorithms analyze every
impression and optimize bids
in real time to meet advertisers’
unique business objectives.
The customizable system offers
best-in-class keyword contextual
targeting plus robust audience
targeting through first- and
third-party data, bringing the
right messages to people at
the right moments. Backed
by Google’s global infrastructure
and fully integrated into the
DoubleClick platform, Bid
Manager is built to work
seamlessly with DoubleClick
Digital Marketing, streamlining
workflows and reporting and
enabling true cross-channel
buying across search, display,
mobile and video.