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Winning the Moment in 2017
The document discusses strategies for finding more customers, standing out in a cluttered marketplace, and measuring results to drive ROI. It recommends reaching better qualified potential customers at scale, impacting purchase decisions in important moments, and driving measurable results through personalized targeting, viewable and engaging ads, and attribution modeling.
Winning the Moment in 2017
- 1. 312m population WINNING THE MOMENTIN 2017 Jennifer Prior, Agency Development Manager
- 2. your customers greatstories what works you understand... Google Confidential and Proprietary
- 3. Through Mental andPhysical availability = Do I remember it when in need? Can I buy it when I want to? Find potential customers of the category and light users of your brand speak to all of them, often, especially prior to purchase and make it easy for them to remember, find and buy your product Find potential customers of the category and light users of your brand speak to all of them, often, especially prior to purchase and make it easy for them to remember, find and buy your product Google Confidential and Proprietary
- 4. Google Confidential andProprietary How do I find more customers? How do I stand out in a cluttered marketplace? How can I measure results and drive ROI? Google Confidential and Proprietary
- 5. Google Confidential andProprietary We don’t go online. We live online.
- 6. Google Confidential andProprietary I want-to-watch I want-to-know I want-to-find I want-to-buy consumer moments create relevant signals Google Confidential and Proprietary
- 8. 8:00am I want-to-watch finding betteranswers one trillion times a year 5:00pm I want-to-buy 8:00pm I want-to-find Google Confidential and Proprietary 12:00pm I want-to-know
- 9. finding better answers toyour marketing challenges
- 10. Google Confidential andProprietary How do I find more customers? REACH better qualified customers at scale How do I stand out in a cluttered marketplace? IMPACT the purchase decision to win in the moments that matter How can I measure results and drive ROI? Drive measurable RESULTS
- 11. Google Confidential andProprietary Reach better qualified customers at scale Google Confidential and Proprietary
- 12. Google Confidential andProprietary
- 13. Google Confidential andProprietary I want to speak to people who can be my customer... Signals make yesterday’s wishlist today’s reality Who is in-market for my products or services? Who has chosen to interact with my brand? Who looks like my existing customers? Google Confidential and Proprietary
- 14. Google Confidential andProprietary Who is in-market for my products or services? Google Confidential and Proprietary
- 15. Personalised algorithms looking atrecent and repeated behaviours Less likely to be a fashion enthusiast Spends 6 hr/day on the web Browses fashion sites for 30 mins Likely to be a fashion enthusiast Spends 1 hr/day on the web Browses fashion sites for 30 mins
- 16. Source: Mazda CanadaCase Study, 2014 Mazda reached qualified leads by speaking to people who expressed an interest 500K potential buyers reached in the first month alone 10X more potential customers than usual targeting types
- 17. Google Confidential andProprietary Who has chosen to interact with my brand?
- 18. Google Confidential andProprietary
- 19. Hello music video watchedat a rate of 1M+ views per hour
- 20. Google Confidential andProprietary Google Confidential and Proprietary 1B+1B+1B+1B+1B+1B+ on seven products globally 1B+ users 1B+
- 21. Google Confidential andProprietary
- 22. Google Confidential andProprietary How do I stand out in a cluttered marketplace? Impact
- 23. Google confidential |Do not distribute Google Confidential and ProprietarySource: Behavioral Lift Research with Millward Brown Digital, January 2014
- 24. Google Confidential andProprietary Viewabilty ensures your ads are seen 91% of YouTube video ads are able to be seen *Average viewability of video ads across the web (not including YouTube) is 54% 100% of Google display ads are able to be seen **Avg 54% of display ads can’t be seen Google Confidential and Proprietary Viewability ensures your ads are seen Source: Google and DoubleClick advertising platforms data, April 2015.
- 25. With Google Preferredas part of the mix, Maybelline saw 2.4X to 2.9X lift in brand awareness Google Confidential and Proprietary You can reach viewers through the content they love
- 26. Google confidential |Do not distribute Google Confidential and ProprietarySource: Behavioral Lift Research with Millward Brown Digital, January 2014 74%lift in website visits 76%lift in relevant web searches 3Xlift in YouTube searches BUT CHOICE IS A GAME CHANGER
- 27. Google Confidential andProprietary #LikeAGirl for some content unrestricted is best... 3.19 mins
- 28. Google Confidential andProprietary Drive Results you can measure and optimize Google Confidential and Proprietary
- 29. Mondelēz improved campaigns withGoogle Brand Lift Surveys Google Confidential and Proprietary 36% Brand Awareness lift 97% Ad recall Source: Google data, 2014 Google Confidential and Proprietary
- 30. and with theTrue View evolution - greater impact by offering engagement Google Confidential and Proprietary 80% Lift in consideration 54% Ad recall lift Source: Google data, 2014 Google Confidential and Proprietary
- 31. Confidential & Proprietary Footballis a team effort, as marketing One-2-one battles Striking More success Passing
- 32. Confidential & Proprietary Howevermany advertisers look at marketing in this way...
- 33. Confidential & Proprietary Inconsequence: strikers will be attributed all the success of the team Market Values for individual players for last-interaction-logic Stegen Goalkeeper Pique Centre Back Iniesta Midfield Rakitic Midfield Neymar Striker Messi Striker 0 Mln € 0 Mln € 0 Mln € 5 Mln € 200 Mln €150 Mln € Only players who scored goals have any value
- 34. Confidential & Proprietary Howeverthe reality looks different... Real Market Values Stegen Goalkeeper Pique Centre Back Iniesta Midfield Rakitic Midfield Neymar Striker Messi Striker 15 Mln € 40 Mln € 35 Mln € 40 Mln € 120 Mln €100 Mln € Not only in football, players who assists can be worth as well as those who scores goals
- 35. Confidential & Proprietary Attributionimproves media performance & drives business growth Increased sales and 25% growth in ROI with position based model TRAVEL, UK 15% increase in bookings and 10% in media savings with reverse time decay model HOTELS, SPAIN B2B, US Doubled Paid Search & tripled Display performance at cost effective ROAS/CPA with position-based & time decay model
- 36. Confidential & Proprietary Pickingan attribution model Conservative growth strategy Aggressive growth strategy Finishing more existing conversion paths Starting more new conversion paths Converting more existing customers Converting more new customers Driving brand capitalization Driving brand awareness (these 3 models value all steps on the conversion path)
- 37. Google Confidential andProprietary Google Confidential and Proprietary Google Confidential and Proprietary Reachbetter qualified customers at scale Impact the purchase decision to win the moments that matter Drive measurable Results
- 38.