Display 2.0 and Remarketing SES singapore 23-11-2011


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Display 2.0 and Remarketing - What you need to know.

The 7 Point Pitch that will give you a complete overview of Emerging Display Scene in Asia

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  • After gathering some retargeting data, work on optimizing your funnel to drive more conversions. The best way to do this is via an A/B test difference that weighs in on creative and landing page elements. Changing the color of your call-to-action can help, as well as changing the ad's messaging. Some landing page elements worth testing are images, videos, and form elements.
  • Display 2.0 and Remarketing SES singapore 23-11-2011

    1. 1. @vikasgulati #SES Singapore November 23, 2011 Demystifying Display 2.0 & Retargeting What You Need to Know
    2. 2. Display Advertising is back in vogue… for good 1
    3. 3. US$ bn +23% Year +18% +21% Online media Spends – Based on Publicis / Zenith Media WW advertising statistics Solid Growth in Online Display Advertising 35% 41% Share of Display Share of Display
    4. 5. Audience Targeting can identify the best consumers for a specific ad or campaign and can be used effectively reach sales , acquisition and branding goals Real time bidding just makes the whole process efficient Why Audience Targeting & Real Time Bidding
    5. 6. Data is your only friend 2
    6. 7. Data Driven Audience Targeting
    7. 8. Mapping data into Actionable Segments View content View product information View ad Click on ad Purchase something Search for something Attend an event Provide information about themselves Interest Life-stage Lifestyle Intent Behavior Map these interactions ……………………………..…………to these attributes Demography
    8. 9. Mapping data into Actionable Segments View content View product information View ad Click on ad Purchase something Search for something Attend an event Provide information about themselves Map these interactions ……………………………..…………to these attributes Consumers who have done a Flight or Hotel search to Singapore OR have clicked on travel offer for Singapore AND has visited Singapore related pages on publishers SINGAPORE TRAVELER Consumers who actively follow financial news and services websites, track specific stocks and visits a major financial or brokerage site STOCK INVESTOR
    9. 10. Search, Display…. its all coming together 3
    10. 11. Retargeting is logical Extension of Search Reach prospects who search but haven’t reached your website Search Search Re-targeting Site Re-targeting Speak to customers who visit your website but didn’t convert New Tools in the Toolbox
    11. 12. Its great for ROI 4
    12. 13. Targeting Travelers – Retargeting Case + Identification of Travelers looking for Flights / Hotels on Sprice and its affiliate partners
    13. 14. Remarketing on Partner Network
    14. 15. RESULTS- Average across 11 campaigns in 9 months RON 100 Re-targeting 232 CTR Index 100 64 Cost per Booking Index RON Re-targeting Client List Includes Large Hospitality chains, Low Cost Carriers, Travel Insurance
    15. 16. Active segmentation, optimize your conversion funnel 5
    16. 17. Internal campaign / site audience data Site visitors Prime Prospects Customers
    17. 18. Dynamic targeting based on user intent <ul><li>Personalized ads created on the fly </li></ul><ul><li>Leveraging multiple data sources including search </li></ul><ul><li>Optimize creative elements based on data & performance </li></ul>
    18. 19. Stay platform agnostic, cast your net as wide as possible – (data is the only friend) 6
    19. 20. Multitude of Platforms available in Asia Adnetwork Exchanges DSPs Google Yahoo Admax Tribal Fusion Innity Aktiv/Komli Others Double Click Rightmedia ADECN BrandScreen Adz Central XA.net Data Capabilities Data Privacy Controls Price Transparency OpenX Invite
    20. 21. Think long term, Stay committed 7
    21. 22. Think Long Term <ul><li>Re-marketing is not short tem strategy, one off campaigns may not work </li></ul><ul><ul><ul><ul><li>Volume, data quality, costs </li></ul></ul></ul></ul><ul><li>Brand Equity – Consumer Experience </li></ul><ul><li>Process of Creating and Leveraging Data assets </li></ul><ul><li>Acquire learning - Work closely with your partners </li></ul>
    22. 23. To Summarize – Display 2.0 <ul><li>Display is getting re-invented </li></ul><ul><li>Data is your only friend </li></ul><ul><li>Search & Display…. Maximized together </li></ul><ul><li>Great for ROI </li></ul><ul><li>Optimize the conversion funnel </li></ul><ul><li>Stay Platform agnostic, cast your web as wide as possible </li></ul><ul><li>Think long term and Stay committed. </li></ul>
    23. 24. [email_address] twitter : @vikasgulati Thank you