What's Next Digital - June 2016

blue2purple confidential & proprietary 1
WELCOME
WELCOME .
HI !
0101 !

what we do today, agenda, timeline
Timeline
break 15 minutes
Laurence
Ad blockers
Gaetan
GRP
Gert-Jan
360 Suite
Frederik
DMP
Tim
Data Policy
Karima & Lisa
Cases

blue2purple confidential & proprietary
GRP IS DEAD

DIGITAL MEDIA PLAN

DISCLAIMER
The facts expressed here belong to everybody, the opinions to me.
The distinction is yours to draw...
«
»

Definition:
9
GRP = REACH X FREQUENCY

Definition:
10
In adver<sing, a gross ra<ng point (GRP) is a measure of the size of an
adver<sing campaign by a speciﬁc medium or schedule. It does not measure
the size of the audience reached.


GRPs = 30% (of the targeted group) X 4 Exposures

GRPs = 120

Limitations
11

= 30% (of the targeted group) X 4 Exposures

GRPs = 120

Es<mates based on panels
Es<mates based on panels

The Rising Cost of Consumer Attention
12
Decreasing aVen<on to TV ads

Digimeter Flanders 2014
The Use of Digital TV
13

84%

GRP Evolution
16

GRP VIDEO (or MRC in the US)

GRP GRP ß GRP INTERNET

GROSS RATING POINT
•  Panel Based (CIM: TV 1500 households)
•  Do not measure the crea<ve impact
•  Based on historical data
•  Only focus on demographics

YOU NEED TO GUESS - But this is what we get.

GROSS RATING POINT
WHAT IF:

YOU COULD MEASURE EVERYTHING
BUY JUST THE MEDIA YOU NEED
IN REALTIME
FOCUS ON ADDITIONAL INFO THAN ONLY ESTIMATED SOCIO-DEMO

DOES HE MEAN…
DIGITAL?

FORGET ABOUT SOCIO-DEMO – WE’RE ALL UNIQUE

IF WE’RE ALL UNIQUE – THEN MATCH EVERY UNIQUE BUYING CYCLE

•  THINK DIGITAL FIRST
•  WHERE IS MY AUDIENCE
•  HOW TO REACH THEM
•  WITH WHAT MESSAGE

Joris Merks-Benjaminsen
25
•  Build personae & Map their consumer journey
•  Control the touch points
•  Build a brand funnel & build a strong story telling
•  1o1 story telling thanks to programma<c
•  LAST CLICK ONLY IS DEAD

DIFFERENT TYPES OF JOURNEYS FOR DIFFERENT PROSPECTS INSTEAD OF REACH ONLY

Automation of the full media mix based on signals
Be relevant – based on data – across the buying cycle 26

Joris Merks-Benjaminsen
27


WE CONTROL THE EXPOSURE AND THE CROSS-COMMUNICATION

This is what we see
30

ALWAYS ON BRANDING

NOT EVERYBODY WILL GET THE SAME MESSAGE AT THE SAME MOMENT
GRP DOESN’T WORK ANYMORE
Because we use signals instead of demographics
You don’t need to guess since you can measure and buy whatever you need


IS GRP DEAD?

NO – WE DO NOT NEED IT IN DIGITAL

BUT…

Programmatic TV
34
0,1%
IN 2014

4%
IN 2015

20%
ESTIMATED IN 2019 USE DATA , BUY LESS, BUY THE AUDIENCE YOU NEED

© Google Inc. 2016. All rights reserved.
Google Analytics 360
Suite Overview
Gert-Jan Lagas
gjlagas@google.com
June 30, 2016

Agenda
● Ultimate end goal: use your data for Precision Marketing
● Background Google Analytics 360 Suite
● Go From insight to impact, faster (including demo’s!)
● Q&A
● Q + A

Precision Marketing

Precision Marketing
Collect, Analyse & Transform Data Into Actionable Insights
to reach
● The Right Consumer,
● With the Right Content,
● In the Right Context
● At Scale

Google Confidential and Proprietary
We don’t go online. We live online.

per day
On my bike, listening to
summer vibes
8:30am
Message my friends:
really time to book to
Rio!
11:15am
Browse HHH
experiences of other
people on YouTube
7:15pm
At the gym, preparation
for the Copacabana
8:29pm
At lunch, buy Holland
Heineken House
Tickets
1:33pm
Reading an article in
bed on my phone for
my MBA
10:00pm
Use maps to find out what
the distance is
from my friends home at
Copacabana to the HHH
1:13pm
At work, book tickets
from Amst - Rio
11:36am
Wake up and
read news online
6:50am
On the train, read articles
about the Olympic Games
8:42am
150x
Fragmented user behaviors

Micro-moments are the new
battle ground for brands

How do I make sense of every new moment?
Are they all equally important?
Do I need to win them all?

How do I make sense of every new moment?
Are they all equally important?
Do I need to win them all?
YOU CAN’T
THEY’RE NOT
YOU DON’T

NEW-DAY-NEW-ME
IS-IT-WORTH-IT
TIME-FOR-A-
NEW-ONE
READY-FOR-
CHANGE
DIDN’T-PLAN-
FOR-THIS
SHOW-ME-HOW
ONE-STEP-
AT-A-TIME
Some moments matter
more than others

2%
Of Companies Are Set
Up To Collect, Identify
Opportunities, And
Measure Moments

Single Point Solutions vs MarTech Stack

The Google Analytics
360 Suite

of marketers said that
marketing measurement
tools are difficult to use -
reducing cross-team
collaboration.
60%
of marketers surveyed
don’t believe that
their data sources are
well integrated.
84%
of marketers stated that
it is difficult to give their
stakeholders in different
functions access to their
data and insights.
57%

Introducing the Google
Analytics 360 Suite
The Google Analytics 360 Suite offers a powerful and integrated analytics
solution for today’s biggest enterprises. Measure and improve the
impact of your marketing across every screen, channel and moment in today’s
customer journey. It’s easy to use, makes data accessible for everyone,
and helps you discover and use the “ahas” you need to win.

Integration of platforms key for marketing
Optimization → Single view of the customer
DMP
Organize
audience data
Measurement & Optimization
Full-funnel unified reporting, audiences,
site analytics, attribution by DoubleClick
impression sync (Premium only)
Web environments
Webdomains
CHANNELS:
Display & Search (in DoubleClick)
Video - Affiliation - Social - Email - Metasearch
CHANNELS:
Direct - SEO - Social - Blog - Email lifecycle -
Metasearch
- CRM
- Feeds
- Pricing &
revenue
management
- Databases
Execute and generate traffic via
campaigns across formats, channels,
screens
PAID MARKETING CHANNELS ‘NON-PAID’ MARKETING CHANNELS
Traffic from (previous) other efforts
via non-paid and paid campaigns/servicing

Tag Manager 360 - Data Collection
Data Studio 360 Data Analysis and Visualization
Third-Party Platforms
Analytics 360
Customer Insights
Attribution 360
Marketing
Measurement
Optimize 360
Site Testing and
Personalization
Audience Center 360
Audience
Management

Solutions designed to win each moment in today’s multi-screen consumer journey.
Built for modern marketing
Users and
journeys, not
sessions and
devices
Understand the full
context of a user’s
journey across
channels and devices.
More insights,
not more data
Access and
collaboration
powers smarter
decisions
The full power
of your data,
when and where
you need it
Built in intelligence
does the heavy
lifting and quickly
delivers insights.
Share the data, work
together, and tell
compelling stories
that inspire action.
Integrations to better
understand and
improve each
consumer touchpoint.

Go from insight to impact, faster

Discover target segment
• Web/mobile behavior
• Web/mobile purchases
• Offline transactions
• CRM/loyalty data
Share segment across products
• Ad platforms for retargeting
• Audience Center 360
• Optimize 360
Identify high-value customer segments for targeting

Enrich 1st-party data
• Google Audience Data
• 3rd-party sources
- Affinity
- In-market
Create lookalike audiences
Publish IDs
• Ad platforms for targeting
• Optimize 360
Expand the reach and audience

Audience Center Strategy
Site Behavior Data
Google Analytics
50+ 3rd-Party Data
Integration
Partners
Media
Performance
(DCM, DBM, DS,
GDN, Adwords,
YouTube, 3P Media)
CRM & Offline
Data
FULL VIEW OF CUSTOMERS
AnalyzeAccess Activate
DCM, DBM, DS
YouTube
Campaign
Performance
100+ 3rd-Party Platforms
GDN
Google
Analytics
Search
MobileDisplay/Video
Search Social
Content Email
A/B Testing
Overlap &
Suppression
Reach &
Frequency
Reporting &
Segmentation
Lookalike
Modeling
Audience
PerformanceGoogle Proprietary
Demographics,
Affinity, In-Market
Cross Device
Active View
Active User
Platforms

AdWords remarketing
• Search
• Google Display Network
DoubleClick Digital Marketing
• Cross-network search
• Reservation display
• Programmatic
• Mobile
• Video
3rd-party ad platforms
3rd-party email and messaging
Plan and traffic an integrated campaign

Optimize the entire site experience
Test just about anything
• Custom offers
• Redesigned site layouts
Make smarter, faster decisions
• Advanced Bayesian statistics
• Reporting built on Analytics 360
Personalize the experience
• Analytics 360 audiences
• Users based on any action

Measure cross-channel performance
Compile data across channels and devices
• Views and click-throughs
• Cost and reference
• Online and offline conversions
Model performance
• Channel/sub-channel
• Campaign and creative
• Audience
Publish results
• Search and programmatic
• Audience Center 360

Easily share results and insights with your team
Connect the data
• Access data across the Analytics 360 Suite
• Overlay AdWords and DoubleClick
campaign data
• Add external data sources
Collaborate to create reports
and dashboards
Share with stakeholders

Prepare your organization
Think
Feel
Do

Q & A

Thank you.

DMP’s: How to Manage Data
Frederik Dooms
Platforms Industry Manager

Part of
Google
since 2007
Media
agnostic
Technology
provider

Google Confidential & Proprietary 3

Google Confidential & Proprietary

BETTER MEASUREMENT IS #1 CHALLENGE FOR LARGE
MARKETERS
71%
51%
31%
Measuring the ROI of my
marketing
Securing enough budget
Managing your website

Google Confidential & ProprietaryGoogle Confidential & Proprietary
THE BARRIERS EVOKED FOR MEASURING ONLINE PERFORMANCE
Solving the
cross-device and
cross-channel
purchase path
Data coming
from
heterogeneous
sources can’t be
easily reconciled
Hard to find
people capable
of generating and
interpreting
sophisticated
measurement
57% 51% 48%
Source EBG with Qlik, nov 2015
techno human

a 4-step process for
Modern Media
Measurement
Step 1:
Go Beyond Silos
Do I have all the data that I
need in one place ?
Step 2: Go Beyond Conversions
Get a better vision of your customer
Step 3: Go Beyond Last-Click
Distribute fairly the credit across
touchpoints
Step 4: seek actionability
Take action from new insight in no
time

0
Wait!
Do you
have clear
objectives,
first ?

MY CAMPAIGN RESULTS
Impressions: 12 M
Clicks: 3 000
Revenue: 5600 euros

TARGETS
Choose realistic
targets
Metrics
and KPIs
What metrics reflect
best these goals ?
GOALS
What strategy can help
me achieve it ?
Define sound Marketing objectives, and the rest will
follow
OBJECTIVES
What is my website / app /
campaign exactly for? Seriously ?
E.g. INCREASE PROFITABILITY
E.g. MORE SALES
HIGHER MARGIN E.g.
Conv Rate
Avg Cart value,
% high margin products sold
E.g.
from 3 to 5%
Stay > 120$,
25% of high margin product
/ cart

ORGANIZE YOUR METRICS
ADCENTRIC
SITECENTRIC
SEE
THINK
DO
Banner Impressions X
Viewable Impressions X
Reach and Frequency X
Unique users X
New visits X
Bounce rate X
CTR X
2 product pages or more : $0.08 X
% Conversion Rate (for Download whitepaper /asset) X X
% Conversion Rate (for Download installer) X X
% Conversion Rate (for Register for webinar / demo/ live event) X X
Download installer (added as goal) : $12.50 X
Download whitepaper /asset (added as goal) : $10.00 X
Register for webinar / demo/ live event (added as goal) : $8.00 X
Demo Installs (added as goal): $25.00 X X
Purchases $1,000.00 (Offline + Online) X
GET MORE
PEOPLE TO
KNOW MY
PRODUCTS
GET PEOPLE TO
READ ABOUT MY
PRODUCTS AND
TEST THEM
GET PEOPLE TO
USE/BUY MY
PRODUCTS

1
Bring
your
data
together

While siloed systems work fine on
their own…
Data
Tools
Marketing
strategy

The fragmentation is worst when using multiple technologies
Data Loss
Poor Frequency
Control
Using multiple toolsets results in a 20% data loss each
time you transfer data sets between systems--data that
you have spent a lot of money to acquire
Self Competition
Using multiple toolsets makes it harder to control
frequency because you don’t have a single view of the
customer
Using multiple toolsets will most likely result in overlap and
self competition--i.e. bidding for the same impression/user
across partners

Single point of access
increases campaign
efficiencies up to
33%
Source: Cutting Complexity, Adding Value; Boston Consulting Group commissioned by Google, May 2013
Source: Adding Data, Boosting Impact; Boston Consulting Group commissioned by Google, September 2014
A unified platform leads to increased efficiency
and better performance
32%
average
reduction
in CPA
Better
performance

Tools work better when unified
Better
Insights
More
Efficiency
Better
Performance

CROP YOUR
IMAGE TO
THIS SIZE
(Double click image
and drag handles)
1 : AUDIT
What tools do you
currently work with ?
Source: The Boston Consulting Group, "Efficiency and Effectiveness in Digital Advertising", June 2013
2 : SELECTION
What data points are must-
haves, what are secondary
?
3 : CHOICE
What’s the best place
where to build your single-
source-of-truth for media
measurement?

2Beyond
online
conversions

Imps
Sales, revenues
MOBILE
OFFLINE
CRM status
subscription
Product pages
re-visits
Time spent
Bounce rate
USER-centricity

CONTEXTUAL
DATA
Any external
factors
influencing the
conversion?
Weather, TV,
Geo, etc.
CUSTOMER DATA
What type of
customers
converted?
Number of
purchases, stage
of qualification,
demographics,
CRM segments,
lifestyle, etc.
PRODUCT DATA
Are all the
conversions of
same value?
Products in
stock, Brands,
weights,
product-level
margin,
categories, etc.
CONVERSION
DATA
Is the online
conversion
enough?
Offline
conversions,
modification of
existing
conversions.
What types of data can give more
insights to your online conversions ?
Beyond online conversions : offline insights

3
Attribute
value
fairly

NOW, YOU CAN GO BEYOND LAST-CLICK MODEL
10%
12%
9%
19%
12%
2%
5%

4
Turn
insights
into
actions

Now, you
have a
finer vision
of your
campaign’s
performan
ce
4
MY CAMPAIGN RESULTS
Impressions / Clicks / CTR
Revenue
CPA
Bounce rate: 54%
User engagement score: 4/5
Nb of store locator pageviews: 1234
X-device conversions:: 567
Offline conversions: 345
Time-decay conversions: 456
Assist ratio : 15
Assisted conversions : 678
User centric
metrics
Multi-channel and
attribution insights

Doubleclick stack is genuinely built to fight
fragmentation across channels
Data from your Video, Mobile,
Desktop campaigns run
programmatically
Ad-centric
Data from your search campaigns
Site-centric
Off-line / CRM / 1st
party databases
Adserved or tracked
campaigns
Reporting

Thank you
Frederik Dooms
Platforms Industry Manager
Doubleclick Digital Marketing

Brussels

/

Düsseldorf

/

Hamburg

/

London

/

Manchester

/

Munich

/

Paris

/

Shanghai

/

Silicon
Valley

/

ﬁeldﬁsher.com

Data
privacy,
digital
marketing
&
BI

Selected
topics

Tim
Van
Canneyt,
Partner
-‐Technology,
Outsourcing
&
Privacy
department

blue2purple
What’s
Next
DIGITAL
event
-‐
30
June
2016

Brussels

/

Düsseldorf

/

Hamburg

/

London

/

Manchester

/

Munich

/

Paris

/

Shanghai

/

Silicon
Valley

/

ﬁeldﬁsher.com
2

The
context

Data Protection Directive
•  Dates from pre-internet age
(1995), trouble dealing with new
technologies.
•  Fragmentation and inconsistency
due to 28 local flavours
•  Lack of enforcement - compliance
General Data Protection Regulation (GDPR)
•  Adapt legal framework to the globalised digital
society
•  “One ring to rule them all”
•  Enhance rights for individuals
§  Stricter obligations for companies
§  Increased enforcement
•  25 May 2018
EU
Charter

of

fundamental

rights

Brussels

/

Düsseldorf

/

Hamburg

/

London

/

Manchester

/

Munich

/

Paris

/

Shanghai

/

Silicon
Valley

/

ﬁeldﬁsher.com
3

GDPR
–
A
game
changer

Most lobbied regulation in the history of the European
Parliament due to the monumental impact it will have on
companies doing business in the EU and even non-EU
businesses targeting European data subjects.

Brussels

/

Düsseldorf

/

Hamburg

/

London

/

Manchester

/

Munich

/

Paris

/

Shanghai

/

Silicon
Valley

/

fieldfisher.com
4

Personal
v.
anonymous
data

•  Personal
data
=
any
informaDon
relaDng
to
an
idenDfied
or

idenDfiable
natural
person

–  “in
par(cular
by
reference
to
an
iden%fier
such
as
a
name,
an
iden%fica%on
number,

loca%on
data,
an
online
iden%fier
or
to
one
or
more
factors
specific
to
the
physical,

physiological,
gene(c,
mental,
economic,
cultural
or
social
iden(ty
of
that
natural
person.”

•  Pseudonymous
data
=

personal
data!

•  Anonymous
data
is
out
of
scope

–  Re-‐idenDficaDon
impossible

Brussels

/

Düsseldorf

/

Hamburg

/

London

/

Manchester

/

Munich

/

Paris

/

Shanghai

/

Silicon
Valley

/

fieldfisher.com
5

Consent

•  Informed

–  Request
must
be
intelligible
and
easily
accessible

–  Minimum
informaDon:
who
and
why

•  Free

–  Possibility
to
refuse
without
detrimental
consequence

•  Specific

–  Not
“buried”
in
terms
of
use

•  Unambiguous

–  A
statement
or
clear
affirmaDve
acDon

–  SensiDve
personal
data:
explicit
consent

•  Minors
under
16:
parental
consent
required
for
informaDon
society
services

Brussels

/

Düsseldorf

/

Hamburg

/

London

/

Manchester

/

Munich

/

Paris

/

Shanghai

/

Silicon
Valley

/

fieldfisher.com
6

ProCiling

•  DEFINITION
-‐
Automated
processing
of
personal
data
to
evaluate
certain
personal
aspects
of
an

individual.

–  Especially
analysis
or
predicDon
of
individual’s
personal
preferences,
interests,
behaviour.

•  INTERDICTION
to
take
decisions
solely
based
on
automated
processing
(incl.
profiling)
which

produce
legal
effects
concerning
individual
or
similarly
significantly
affects
him.

•  UNLESS,
for
“classic”
personal
data

–  Contractual
necessity

–  Authorized
by
law

–  Explicit
consent

•  MOREOVER

•  Right
to
obtain
human
intervenDon

•  Right
to
express
point
of
view
and
to
contest

UNLESS,
for
sensiLve
personal
data

–  Explicit
consent

–  SubstanDal
public
interest
necessity

Brussels

/

Düsseldorf

/

Hamburg

/

London

/

Manchester

/

Munich

/

Paris

/

Shanghai

/

Silicon
Valley

/

fieldfisher.com
7

New
rights
for
individuals
(1/2)

•  “Right
to
be
forgoOen”

•  PART
1
–
ObligaDon
to
erase
the
data
concerned
(e.g.
consent
withdrawn,
objecDon
by

employee)

•  PART
2
-‐
ObligaDon
to
noDfy
other
controllers
if
controller
made
the
data
public

•  EXEMPTIONS
-‐
e.g.
right
of
freedom
of
expression

•  Right
to
restricLon
of
data
processing

•  PRINCIPLE
-‐
InterdicDon
to
process
data
(except
for
storage)
of
data
subject

–  Data
subject
disputes
accuracy
of
the
informaDon
(during
verificaDon
of
request)

–  Processing
is
unlawful
and
the
data
subject
calls
for
restricted
processing
instead

of
deleDon

•  EXCEPTIONS
–
Processing

sDll
allowed
(e.g.
defense
of
legal
claims,
protecDon
of
3P

rights)

Brussels

/

Düsseldorf

/

Hamburg

/

London

/

Manchester

/

Munich

/

Paris

/

Shanghai

/

Silicon
Valley

/

fieldfisher.com
8

New
rights
for
individuals
(2/2)

•  Mandatory
noLficaLon
to
recipients

–  PRINCIPLE
–
ObligaDon
to
noDfy
each
recipient
of
personal
data

•  Request
for
recDficaDon
of
data,
erasure
of
data
or
restricDon
of
processing
of
data

–  EXEMPTION
-‐
disproporDonate
effort

•  Right
to
data
portability

–  PRINCIPLE

•  ObligaDon
to
make
data
available
in
structured,
commonly
used
and
machine-‐readable

format

•  Transmission
of
data
to
another
controller
without
hindrance

–  WHEN

•  For
informaDon
provided
by
data
subject;
and

•  Processing
based
on
consent
or
contractual
necessity

Brussels

/

Düsseldorf

/

Hamburg

/

London

/

Manchester

/

Munich

/

Paris

/

Shanghai

/

Silicon
Valley

/

fieldfisher.com
9

International
data
transfers
(1/2)

• 
What
consLtutes
an
internaLonal
transfer?

–  Sending
documents
to
a
recipient
in
another
country

–  Storing
documents
in
another
country
(e.g.
cloud
storage
of
your
files)

–  Allowing
someone
based
outside
Belgium
to
access
data
stored
in
Belgium

–  Irrelevant
whether
intra-‐group
or
not

•  How
to
transfer
personal
data
within
the
EEA?

–  EEA
=
EU
+
Iceland,
Norway
and
Liechtenstein

–  Principle:
no
special
measures
needed
to
legiDmize
transfer

–  RaLonale:
Recipient
is
also
subject
to
the
EU
data
protecDon
framework.

Brussels

/

Düsseldorf

/

Hamburg

/

London

/

Manchester

/

Munich

/

Paris

/

Shanghai

/

Silicon
Valley

/

ﬁeldﬁsher.com
10

International
data
transfers
(1/2)

•  How
to
transfer
personal
data
outside
the
EEA?

–  ProhibiLon,
unless
laws
of
recipient
guarantee
adequate
level
of
data
protecDon

–  Issue:
Most
non-‐EEA
countries
do
not
have
legislaDon
equivalent
to
the
EU
legal

framework

•  EC
white
list:
Andorra,
Argen(na,
Canada,
Faeroe
Islands,
Guernsey,
Isle
of
Man,
Israel,
and

Jersey,
New
Zealand,
Switzerland
and
Uruguay

–  AlternaLves

•  EU
Model
Clauses

•  US
Safe
Harbor

–  Privacy
Shield?

•  Consent?

Brussels

/

Düsseldorf

/

Hamburg

/

London

/

Manchester

/

Munich

/

Paris

/

Shanghai

/

Silicon
Valley

/

fieldfisher.com
11

Data
Protection
OfCicer

•  Mandatory:

–  If
core
acDviDes
=
systemaDc
monitoring
of
individuals
on
large
scale

•  Mission:

•  Advise
the
company,
raise
awareness
and
provide
training

•  Monitor
compliance
and
perform
internal
audits

•  Cooperate
with
data
protecDon
authority

•  Profile:
expert
on
data
protecDon
law
–
internal
or
external

Source:
Computerweekly.com
and
IAPP

Brussels

/

Düsseldorf

/

Hamburg

/

London

/

Manchester

/

Munich

/

Paris

/

Shanghai

/

Silicon
Valley

/

fieldfisher.com
12

Data
Protection
Impact
Assessments

High
risk

processing

Nature

Scope

Context

Purpose

…
generally
…
in
par(cular

Profiling

• Profiling
on
which

decisions
are
based
that…

significantly
affect
the

natural
person

Special

categories

• Large
scale
of
special

categories
of
data
or
of

data
relaDng
to
criminal

convicDons
and
offences

SystemaLc

monitoring

• SystemaDc
monitoring
of
a

publicly
accessible
area
on

a
large
scale

•  What?
Prior
analysis
of
data
processing
acDvity
and
risks
associated
thereto

•  When?

Brussels

/

Düsseldorf

/

Hamburg

/

London

/

Manchester

/

Munich

/

Paris

/

Shanghai

/

Silicon
Valley

/

fieldfisher.com
13

Why
should
you
care?

•  Financial
risk

–  Fines
up
to
€20
million
or
up
to
4%
of
annual
global
turnover

–  Member
States
may
adopt
addiDonal
(criminal)
sancDons

–  Class
acDons

–  Significant
costs
in
case
of
data
breach

•  OperaLonal
risk

–  Audit
rights
for
DPAs

–  Temporary
or
definiDve
limitaDon
or
ban
on
processing

–  Suspension
of
internaDonal
data
flows

•  ReputaLonal
risk

–  Companies
suffering
data
breach
see
important
drop
in
turnover

–  Data
protecDon
compliance
is
becoming
a
sales
argument

•  C-‐level
jobs
at
risk

–  Several
CEO/CIO
have
been
fired
aler
massive
data
breaches

Brussels

/

Düsseldorf

/

Hamburg

/

London

/

Manchester

/

Munich

/

Paris

/

Shanghai

/

Silicon
Valley

/

fieldfisher.com
14

Questions?

Tim
Van
Canneyt

Partner

Technology,
Outsourcing
&
Privacy
Department

E:
Dm.vancanneyt@fieldfisher.com

DD:
+32
2
742
70
36

hqp://privacylawblog.fieldfisher.com/

BLOCK
@blue2purple

#WND

blue2purple confidential & proprietaryWhat Are Ad Blockers? 2

Why Is Ad Blocking So Controversial? 3

Ad Blockers Estimated Financial Impact 4

blue2purple confidential & proprietaryAd Block Demographics 5
28%

27%

27%

27%
ASIA

PACIFIC

MIDDLE
EAST

&
AFRICA

EUROPE

NORTH

AMERICA

LATIN

AMERICA

BELGIUM
23%

30%

28%
of
all
internet
users
now
use
ad
blocking
soDware
on
their
main
computer

Global web index

Global web index
6Who are they?

Global web index
Privacy Concerns 7

blue2purple confidential & proprietaryThe next steps for advertising 8

blue2purple confidential & proprietaryContent Marketing 10

Use your data, improve your targeting 11

Ad blocking is not the end of our
industry. It’s simply an evolution
point.
12

for your undivided attention
Questions?
Thank You
13
@blue2purple

#WND

Laurence
Baeten

Sr.
Business
Development
Manager

Should I bid on
my brand
keywords?

If I bid on my brand, my SEO will
be cannibalized.
I will be paying for clicks that I
otherwise would’ve had for free
through my SEO

Reasons why I should be
bidding on my brand

You should definitely bid on your brand if…

Control the messages
Real-time
adaptation of
sitelinks and ads
Put specific
promotions forward
USP representation

Control what people find when looking for
your company

Fold

Case: February 2016
ORGANIC
+29%
-‐44%

+77%
-‐50%

SEA
+8.335
-‐24.036

+631
-‐1.165

Don’t let competitors benefit from your
branding campaigns
Compe&tor
1

Compe&tor
2

YOU

Rumor has it…

You should definitely be bidding on your brand because
•  You launched a new website
•  Control your messages
•  Push negative stories below the fold
•  Don’t let competitors steal your potential clients
•  It might benefit your entire AdWords account…

Stable Environment
Use the data you have in
your possession
Go further than looking
at percentages, look at
absolute figures

Is it worth it?

Questions
25

How & why link my AdWords data
with Facebook Ads?
1

Engage younger people & convert them into buyers
The briefing
2

Part 1: Engagement
4

Reach the right audience
5

Period: 30 May – 12 June
High Engagement Volumes
6
0

20

40

60

80

100

120

140

0

5000

10000

15000

20000

25000

clicks

prints

prints
push

Clicks
push

Conv.
push

0

100

Good Awareness & Engagement Results
7
5.76%
Post
likes

1.82%
Post

Shares

0.80%
conversion

rate

0.19%
Post

comments

Avg
%
of
video

viewed:

87,3%

Part 2: Performance
8

The strategy
9
Reach
our
target
audience

The strategy
10
Use
signs
of
interest

from
our
audience

Combine data – Increase Performance
The strategy
11
Convert
target
audience

Who’ve
shown
interest

RESULTS
12

High conversion rate
13
0

0,5

1

1,5

2

2,5

3

3,5

0

100

200

300

400

500

600

700

clicks

prints

Prints
RMK

Clicks
RMK

Conv.
RMK

0

50

½ who clicked on the ad, converted
14
0.03%
Post
likes

0.03%
Post

Shares

50%
conversion
rate

0.08%
Page

likes

Retargeting: Classic vs Combined
à Conversion Rate
15
4,30%

50%

Classic
Combined

Engagement & Retargeting: Conversion
Volume
16
51%
49%

100%

Awareness
RetargeOng
Together
Engagement

Engagement & Retargeting: Cost
17
90%

10%

Awareness
RetargeOng
Engagement

Batman says:
That’s great!

blue2purple confidential & proprietaryREMEMBER 19
1. Combining
data

2.
Makes
for
qualitaOve
campaigns

x2
3.
Which
perform
even
beTer

4.
And
are
more
cost
eﬃcient

Q&A
20


Lisa Diamant
Senior Account Executive
+32 478 22 83 06
ld@blue2purple.com
Thank You !

What's Next Digital - June 2016

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to What's Next Digital - June 2016

Similar to What's Next Digital - June 2016 (20)

More from blue2purple

More from blue2purple (17)

Recently uploaded

Recently uploaded (20)

What's Next Digital - June 2016