Gary Taylor - OTE Birmingham - Digital advertising – where is it going?

Where Is It Going?
Digital Advertising
Copyright 2013 TMW Ltd.

Contents
• Who am I?
• The Search Market
• How The Landscape Has Changed
• The Effects Of ATL To Web
• Identifying And Monitoring Digital Trends
• Managing Data Effectively
• “Big Data”
• Econometric Modelling
• Attribution Modelling
• The Next Big Things For Digital Advertising
• Audience Profiling
• Content Marketing
• Social Listening And Verification
• Technology Recommendations

TMW Overview
TMW are an independently-owned media buying agency with offices in
Stratford Upon Avon and London, we specialise in the planning, booking and
implementation of TV, Press, Radio, Out of Home and Digital media.
Our team manages large-scale integrated marketing and consultancy services
for a number of top UK companies, including:
• Major furniture retailer
• Leading vitamins company
• Global power tools company
• Global insurance company
• National house builder
And a number of other top retail, leisure and travel clients

Who Am I?
• Ten years online marketing experience
• Core skills in digital solutions, SEO and analytics
• Midlands Young Entrepreneur of the Year in 2008
• Guest speaker at numerous digital conferences in the UK and Europe
including SMX, SAScon and Think Visibility
• Significant experience within lead generation, retail and ROI driven campaigns
• Nominated As European SEO Personality Of The Year 2012…
Gary Taylor
Head Of Digital – TMW Ltd.

The Landscape Has Changed
Search Market

89.11%
6.35%
3.22%
UK Market Share
Google
Bing
Yahoo
Other
Data Source:
TheWord.co.uk July 2013
Google Still Dominating UK Search

Search Market
Paid Results
Organic Results
Paid Results
Traditionally, Go
ogle only
showed paid and
organic results

Paid Results
Google Finder
Organic Results
Local Results
Google Maps / Local
Results
Paid Results
Local Results
Search Market
Now there are
numerous ways to
gain valuable
search engine
“real estate”

Search Market
Nestlé finds horse
meat in beef pasta
meals
Android Kit Kat
unveiled by Google
and Nestlé
Search is extremely sensitive to positive and negative economic factors

Search Market
A comprehensive search strategy now joins forces with social media and
PR, helping you to understand your online reputation and how to protect it

Search Market
Search is extremely sensitive to positive and negative economic factors
And the effects of TV to web are unequivocal

The Effects Of ATL To Web
Above the line advertising (TV, Press, Display Advertising, Social etc.)
drives customers into the funnel, where we can harvest them with other
channels like PPC, Organic Search, Email and Display Retargeting
Multiple “touch
points” along user
journey

The need to make your brand synonymous with your products and
integrate all marketing channels is more important than ever

In a nutshell: If you aren’t visible when your campaigns need it most…your
competitors WILL steal your customers
Own
YOUR space

Digital Trends
Identifying And Monitoring

Today there is a plethora of buzz words, sayings and clichés in the digital
universe but what should you be focusing your efforts on?
Digital “Buzz” Words
Attribution
Modelling
Econometric
Modelling
Augmented
Reality
So-Lo-Mo
QR Codes
NFC
Apps
Content
Marketing Inbound
Marketing
RTB
Display
Audience Profiling
Big Data

Managing It Effectively
Data

Big data is only useful when you can understand it, interpret it and make
informed business decisions based upon it.
If you have hundreds, thousands or millions of lines of data, how can you
manage it effectively?
Big Data
London Olympics Campaign
115m impressions served
188 creative formats tested
537k lines of user journey data

How can I find users with a higher
propensity to CONVERT?
The BIG Question

Review current paths to conversion against spend and revenue
Attribution Modelling
Path to purchase example:
1st Impression
Last Click
• The Times
• Mex Ad
• Amazon etc.
Banner
• Google
• Bing
• Facebook etc
PPC
• Criteo
• GDN etc.
Re-targeting
• Brand
• Generic etc.
Organic/Direct

Analyse % weighting of spend using analytics solutions e.g DC
Storm, Bright Analytics etc.
15
50
20
15
Banner PPC Re-targeting Organic/Direct
Cost vs. Rev

Monitor Cost vs. Revenue across all marketing channels

Revise % of spend to make it as efficient as possible based on new
weighted results…reducing cost vs. revenue
Cost vs. Rev
35
25
30
10
Banner PPC Re-targeting Organic/Direct

Understanding your baseline activity (intercept) is vital so that you can determine
uplift by channel and amend advertising spend to the most efficient mix
Big Data
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
Web Visits
ATL and
Digital Activity

To achieve this most efficient mix data can be analysed using a statistical
method called regression analysis which allows us to “predict” an output
based on various inputs and variables
Econometric Modelling
Y ≈ ƒ( X, β)
Breakdown:
Y = The dependent variable
ƒ = The function
X = Independent variables
β= “Beta” unknown parameters (represents a “Scalar” - a quantity described by a
singular number)

The correlation coefficient ranges from −1 to 1, with anything over 0.7
considered to be a positive correlation.
A value of 1 describes a perfect relationship between Y and X.
Econometric Modelling
Our aim is to find a media
mix which correlates as
closely as possible to 1

So, back to that BIG question…and those 537,426 lines of data…
Logistic Regression

Logistic Regression can be used in marketing to “predict” a customer's
propensity to purchase a product or cancel a service
The most straightforward interpretation of this is where the outcome is
coded as a "0" or "1”
Examples:
Did a user who viewed a display ad, followed by clicking on a PPC ad
convert?
Did a Telegraph reader convert?
Do existing customers who view 2 display ads, followed by an organic
search, then 3 days later click on a PPC ad, finally returning 4 days later
via a direct visit to our website convert?
Logistic Regression

The good news is that we don’t have to do this in our heads…there are
numerous software providers with attribution solutions from entry level to
enterprise
Phew!...I’m Glad That’s Over…

So What Next?
Attribution
Modelling
Econometric
Modelling
Augmented
Reality
So-Lo-Mo
QR Codes
NFC
Apps
Content
Marketing Inbound
Marketing
RTB
Display
Audience Profiling
Big Data

The Next Big Things…
Attribution
Modelling
Econometric
Modelling
Augmented
Reality
So-Lo-Mo
QR Codes
NFC
Apps
Content
Marketing Inbound
Marketing
RTB
Display
Audience Profiling
Big Data

For Digital Advertising
The Next Big Things

Audience Profiling
So we know which of our user journeys have a higher propensity to convert, so let’s
describe them as customers and create ways to attract more of these users…
You may have multiple
customer personas applicable
to your product(s)…ASK your
customers!

Audience Profiling
We can then form audience profiles and understand more about their browsing
habits…but more importantly…how we reach them, and where we can find them
online!

Content Marketing…It’s Nothing New
Gain
Editorially Featured Content
Outreach
To Relevant Sites With Content
Create
Content Strategy Based On Target Audience
Research And Identify
Top Indexing Sites For Target Audience Profiles
Content marketing is nothing new…But moving forward we can back it
up with REAL data

Audience (000’s) Responses Index
Total 7,737 3,427 147
1 People.co.uk (TMG) 375 159 231.5
2 HelloMagazine.com 131 54 226.7
3 GardenersWorld.com 509 238 198.5
4 RoyalCentral.co.uk 215 118 193.4
5 HolidayWatchdog.com 296 138 139.4
6 Trusted Reviews 356 151 127.8
7 Express.co.uk 585 268 113.8
8 BBC Good Food 2,155 862 113.7
9 Mail Online Femail 1,098 522 111.9
10 MSN News & Weather 2,017 917 109.8
Content Marketing
For purposes of this example we have used dummy pro-royalist data
Our users are almost
twice as likely to browse
RoyalCentral.co.uk

Content Marketing At It’s Best
Relevant and well
researched content
on leading pro-
Royalist website
Helps with contextual
targeting on display
activity for truly
integrated approach

Own
YOUR space
And This Brings Us Full Circle

Verifying Your Efforts
Using various social monitoring/listening tools we can monitor the results
The social impact created
by your marketing
campaigns is extremely
valuable data.

Verifying Your Efforts
Determine if your marketing message has reached the right audience. Have you
said the right things to the right people?
Time of day is important to
know, particularly when
understanding when’s best
to uplift or down weight
activity

And Finally…
“ Success comes from doing the simple things
brilliantly…

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