Digital Workshop Australia | Buchan
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Transcript of Digital Workshop Australia | Buchan
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Digital Workshop.
Presented to: Buchan – A Wagner Edstrom Partner
Presented by: Damus Chu (on behalf of Pug Life Advertising & IMC Digital)
Presented on: Monday, 26th May 2014
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Agenda.Digital Media Landscape.
Digital Media Opportunities.
Digital Work-flow.
Question & Answers.
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Past Workshop Feedback.Damus presented the Digital Workshop at the Melbourne SEO Meetup, and it was very well received by a crowd of seasoned SEO professionals. Needless to say,
Damus is well connected with the information that really matters in the digital advertising field, and he conveyed some really astounding data and information to us. The audience was really engaged with his presentation and I
personally consider it to be very important information for business people to take on-board. I highly recommend anyone considering to engage with Damus to do so, and consider it an important opportunity with a highly skilled and talented professional. - Peter Mead - WordPress SEO Consultant
An enjoyable and informative workshop. Excellent coverage of the very fast-moving digital landscape. Chris Burgess – Web & Technology Enthusiasthttp://chrisburgess.com.au/, http://www.linkedin.com/in/chrisburgesscomau
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Consolidation of Agencies.
Denstu merged with UK media buying firm Aegis. OMG merged with Publicis in 2013
Source: eMarketer 2014
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Roots from 1830s.
Source: http://www.digitalbuzzblog.com/wp-content/uploads/2012/07/The-Ad-Agency-Bloodline-Large.jpg
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Digital Landscape - Snapshot.
16.8m (76%) Aussies Online
810bn mobile impressions
36% site
visit on Mobile
& Tablet
12.5m (57%) video
streamed
40hrs/month online
7hrs / month video streamed
14.4m (65%)
10.8m unique YT Video streams
10.9m (50%)4.1m (19%)
unique FB Video streams
Big opportunity on Mobile devices and with Video content/ads.
Source: IAB / Nielsen Digital Landscape Feb 14 - http://www.nielsen.com/content/dam/corporate/au/en/reports/2013/nielsen-au-online-landscape-review-may-2013.pdf
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Top Online Environments.
Big CoverageLow Dwell
Big Dwell TimeLower
Coverage
Source: IAB / Nielsen Digital Landscape Feb 14 - http://www.iabaustralia.com.au/uploads/uploads/2014-03/1395615600_3bceaf01c0ef4ea223fed8ba10c9ad3d.pdf
Short & Snappy
Messaging / Call to Action
Relevant / Engaging /
Richer Messaging
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Digital Ad Spend - Massive Growth.
Source: IAB/PWC Expenditure Report CY2013. 1) http://www.iabaustralia.com.au/uploads/uploads/2014-04/1397152800_1aa3630262a2538a67174810370be9cb.pdf2) http://www.iabaustralia.com.au/uploads/uploads/2014-02/1393200000_49ee75d59f82e86b8dcfb6b7bd4f9ce9.pdf
52% in SEM/Directories (+17% YOY), 17% in Classifieds (+10% YOY) & 31% in Display (+35% YOY).14% in Mobile (+41% YOY), 4.5% in Video (+31% YOY).
ONLINE AU SPEND GROWTH YOY
ONLINE OVERTAKES TV
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State of Video
Spend increased
+31% CY12vs13
CPMs increased
+16%
Commonly funded by
Display, Print & TV budget
Barriers to growth: avail of premium inventory,
training, lack reporting &
creative standards
Key decision makers: digital group followed
by multi-channel group
Agencies feel inventory scarce,
Publishers the opposite
The future is Mobile Video,
Alignment with TV & Better Reporting
Video.
Source: Adap.TV 2013 (left) - http://www.slideshare.net/Adapdottv/adaptv-australia-state-of-video-report-q3-2013?qid=da7cd843-1c7d-4157-8271-b0c54514e224&v=default&b=&from_search=2Source: Nielsen Hybrid Streaming (right) - https://www.iabaustralia.com.au/uploads/uploads/2014-01/1390521600_3ee24ca73d445501860099b06e6700f3.pdf
Video Ad Buying Behavior. Top Video Environments
Half our populatio
n
Think about deals like; Google+Youtube, Ch9+NineMSN and Ch7+Yahoo!7.
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Mobile: Think Context.
Source: IAB/InMobi 2013 – Key Environments: http://www.iabaustralia.com.au/uploads/uploads/2014-04/1397091600_209eb70d3b4e443c3e491368fb802204.pdf
Opportunity: be contextually relevant In-store, Restaurants, Living Room & Bedrooms.
BR
AN
DIN
G
PU
RC
HA
SE
S
Source: OzTam/Nielsen Q4 2013 – Device Ownership: http://www.oztam.com.au/documents/Other/Q413%20Australian%20Multi-Screen%20Report%20release.pdf
40% of
homes have one
68%
Aussies
Role. Role.
Mobile: Conversion Opportunity.
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Mobile
59% Aussies use web
on mobile
78% smartphone users research products
55% use a social
app
41% smartphone users
made purchases
1H 40M spent on mobile
each day
PayPal / NFC /
iBeacon enable user
payments
Mobile takes over
Desktop in 2014
Tablet takes over
desktop in 2017
Use mobile optimised site / HTML5.
Tap ‘N’ Pay NFC
Source: Google Think - 2013 - http://www.digitalbuzzblog.com/slideshare-global-digital-statistics-2014-stats-facts-study-presentation
Source: DigitaBuzz Global Statistics- 2013 - http://ssl.gstatic.com/think/docs/the-new-multi-screen-world-study_research-studies.pdf
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It’s year of the…
Driven by bigger data plans, bigger screens & NBN.
“Mobile Video”
Source: OzTam/Nielsen Q4 2013 – Device Ownership: http://www.oztam.com.au/documents/Other/Q413%20Australian%20Multi-Screen%20Report%20release.pdf
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Mobile: Improve Ad Awareness.
Source: IAB/TNS - http://www.iabaustralia.com.au/uploads/uploads/2014-04/1397181600_7f99051e056812f8ca8b56b4f5b78a9c.pdf
Leverage mobile for brand objectives & purchase intent.
20Use photo albums to drive ad responsiveness & skew investment to
mobile.
Network Own Account
Active User
Any 89% 62%
Facebook 81% 53%
Twitter 42% 14%
Google+ 30% 14%
LinkedIN 23% 11%
Instagram 15% 7%
Source Digital Buzz 2014 - http://goo.gl/BA9zQH
Social: Scalable Environments.
Mobile generates… 30% of FB’s ad
revenueConsider FB’s evolving tech:
1) Feelings Status2) Share & Discover Music, TV
and MoviesSource: Fast Company, Belle Beth Cooper Nov2013
http://www.fastcompany.com/3021749/work-smart/10-surprising-social-media-statistics-that-will-make-you-
rethink-your-social-stra
Brands investing in digital win.
39% of business owners revenue are down
3 year high in
consumer confidence
30% increase in revenue for
business owners with
digital presence
90% of all media
interactions are across
digital screens.
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Businesses – Revenue Down.
2 out of 5 business owners reported annual revenue decrease!
Source National Business Monitor Report: Feb13 (1,000)
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Consumers – Confidence Up.
Source: Roy Morgan - Consumer Confidence Report: Oct13 (53k) http://www.roymorgan.com/~/media/Files/Findings%20PDF/2013/October/5240-Aust-CC-October-15.pdf
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Businesses –Winners go Digital.
Low Digital Engagement Businesses
High Digital Engagement Businesses
$-
$500,000
$1,000,000
$1,500,000
$2,000,000
0%
20%
40%
60%
80%
100%
120%
140%
E.g. $1,350,000
E.g. $1,700,000 100%
+20-30%
Ave.
An
nu
al R
even
ue
% D
iffere
nce
High digital engagement businesses saw +$350k increased revenue. Only 16% of businesses have high digital
engagement!Source: Deloitte - Access Economics Report 2013 (500) - https://www.deloitteaccesseconomics.com.au/uploads/File/Connected%20Small%20Business.pdf
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Most interactions on Screens.
A massive 90% of interactions occur on digital screens.Opportunity: capture consumer engagement on screens. This could
be driven by the 10% of non-screen based media.Source: Google - Thinks Docs – New Multi Screen World http://ssl.gstatic.com/think/docs/the-new-multi-screen-world-study_research-studies.pdf
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Digital Opportunities by Tactic.
Marketing directors like reviewing investment focus using this purchase funnel.
AWARENESS
INVOLVEMENT & ADVOCACY
CONSIDERATION
PURCHASE
TACTICS
High reach & impactful creative.
Drive engagement & participation.
Short-listing products. Show pain / proof-points.
WHY? MEDIA KPI / OUTPUTS
Capture the final acquisitions.
Unique Visitors & Impressions
Likes, Comments, Shares, +50% Video, Competition Entry, Dwell Time
Reviews/Comparison/Shopping Site Clicks, Enquiries, Brochure / Catalogue
Downloads, Call Backs
Applications & Sales
DOWNLOAD PDF: http://www.puglifeadsolutions.com.au/images/PDF/PugLife_Purchase_Funnel.pdf
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Executive Summary.
We will cover 17 different digital market opportunities.
AWARENESS
INVOLVEMENT & ADVOCACY
CONSIDERATION
PURCHASE
MARKETING TACTICS
1) News Sites, 2) Vertical Buyouts,3) Connected-TV’s, 4) Meshing Online & Offline Data
and 5) Audience Segments.
1) Interactive Videos, 2) Other Video Considerations, 3) Content Amplification, 4) Social Listening and 5) Facebook Approach.
1) Affiliates Comparison Sites, 2) Bloggers/Influencers and 3) Bespoke Buyouts.
OPPORTUNITIES
1) Display, 2) Trading Desks, 3) Re-targeting & GTM and 4) Search Multi-screening
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Big Scale on Top News Sites.
#12.76m #2
2.75m
#32.45m #4
2.39m
TOP 3 TV PROGRAMS:My Kitchen Rules = 1.766m
The Block = 1.234m9 News = 1.091m
Source: OzTam 26th Wed Feb 2014
Source: Nielsen Online Ratings / Mumbrella January 14 - http://mumbrella.com.au/news-com-au-regains-top-spot-read-website-mail-online-now-eighth-position-206878
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Vertical Buys.
Lifestyle
Sport
Pop Culture
Music
Dominate relevant environments & audiences targeting to build brand awareness.
Important
KPIs:
1) Share of
Voice
2) Low CPM
3) High CTR%
4) Longevity
5) Engagements
6) Spread WOM
7) Devices
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Innovative Connected TV ads.
Opportunity: brands who want to “first-to-market” should consider this.
- 1 of 3 Australians own a Smart-TV- 300-400k Australians are connect to internet – NBN in
increasing data plans with carrier will see this grow further
- TV shows and movies are most popular- Adconion is the preferred media partner to LG &
Samsung
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Mesh Offline Data & Online Data.
- 17m Microsoft IDs with Experian’s geo-demographic segmentation tool, Mosaic (an offline consumer marketing database containing records for 14 million individuals).
- 47 segments based over 200 offline data sets, including the Australian Census.
- Combines psychographic and behavioural data to classify the Australian population into 56 Personas and 7 Communities
- Provide accurate profiling of Australian consumers.
Source: http://www.helixpersonas.com.au/about
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Buy audience segments.
Image Driven Professionals
Career Changers
Opinion Leaders
Entrepreneurs / Start-Ups
Eco-conscious Adventure Seekers
Active Lifestyle
Female Professionals
Run of Professionals
Road Warriors
Influencers
Millennial (reach adult-hood in yr. 2000)
Early Adopters Mobile Pro-sumers
Luxury Tech
Empty Nesters
Similar media buy across other networks either by 1) age, gender, geo and / or 2) behavioural targeting (BT). Key KPI would be CTR% and Awareness. Will not drive direct
conversion!
Interactive Videos.
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360 Spin
TVC
Photo Gallery
Play Game / Win Prizes
Designer Blog
Download Brochure
Book Test Drive
Boost engagement (3%) & completion rates (72%) using interactive TVCs.
(Innovid Benchmarks)
Manage R&F goals in one centralized place - TubeMogul
Ensure Video is viewable
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Other Video Considerations.
1. Tell real stories & humanizing brands to connect with Australians on a personal level
2. Drip-feeding video series (3-6 parts) like GOT.
3. Short, snappy & engaging edits are most effective (15– 45s) to Australians to snack on especially on a “lean back” device during their lunch break or daily commute.
1. Create hype via press releases to print & digital opinion leaders / editors
2. Share with key influencers (e.g. BOOM media who can source +700 influencers)
3. Video across social channels is cost effective and captures incremental fans / followers / customers
Brand Authenticity Multi-Channel Syndication
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Great Video Example. IKEA: Great Quality, Low Price~
Source: Innovid Gallery - http://deliver.innovid.com/preview/project/1hk67c
First few frames, customer feels good about IKEA’s products. Following frames, customers screams loudly at the low prices
IKEA played on a crucial life-stage “new-parents” to have enjoy a personal satisfaction in having the right furniture followed with a
catalogue.
Arrows “left” and “right” drive up response rate
Content Amplification.
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Boost positive reviews & articles, and making our ads appear native/organic.
Must be newsworthy – they will subject to approval.
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Social Listening.
Setup• Build keyword profile based on product, brand, competitor user
& campaign search terms. Travel client example: Travel Listening Profile – identify share of voice, sentiment, trending keywords and conversations.
Insights• Identify in real-time & break our trends and
conversations.• Identify positive or negative sentiment surrounding in market
campaigns, product &/or brand conversations
StrategizeDevelop strategies & tactics to assist, sell / convert the user into an advocate. Travel client example: Twitter conversation - brand competitor term STA travel > users has intention to buy > deliver offer or message to convert > track ROI
MonitorRecord action & track users action (social CRM). Re engage or market an additional offer. Travel client example: Record users information in Social CRM > re engage with offer social post, edm, or ad.
Stay up to date to trends and respond in real-time to individuals.
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Facebook Approach.
**Managing large volume ads & targeting capabilities via Power Editor
PHASE 1 PHASE 2 PHASE 3
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Affiliates Comparison Sites.
Drive incremental customer leads and online conversions.DGM manages +3,000 comparison sites.
http://www.dgm-au.com/services/affiliate-marketing/
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Blogging / Influencers.
Request for product review in exchange for actual product.Consider: Vice, Pedestrian TV, Sound Alliance, NuffNang, KidSpot, StayAtHomeMum, BOOM, etc.
Top Bloggers: 2103 - http://mumbrella.com.au/2013-best-australian-blogger-is-food-blogger-sney-roy-153130
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Bespoke Sponsorships. (Application Programming
Interface)
Briefed x10 publishers. Market first concept won based on KPI’s:1) Scale/WOM 2) Cost 3) Device Agnostic 4) Lives Forever 5) Audience
& Tagline
STEP1: Sign-in
STEP 2: Choose your “A-Team”
https://hondaaccordateam.com.au/
High Achiever = iVtec v6 engine
Social Butterfly = Bluetooth phone / audio
Dependable = Dusk Sensing Headlights
Diplomat = Active Noise Control
Original Thinker = Collision Mitigating System
= Adaptive cruise control
= Lane keep assist
STEP 3: Calculate points
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Performance Display.
Microsoft Media Network• 16.8m reach, +80 premium channels.
• Top 5 digital publisher.
• Bid types:
• CPM-A (cost per ‘000 optimised to acquisitions)
• CPA (cost per acquisition)
• Freq. cap of 5 to avoid creative wear-out.
• Key ad units: 300x250, 728x90, 300x600 and 100x72.
• Buying Deals; Ch9, Mi9, Bing, Skype, Xbox, Surface, Mosaic, Helix, etc…
MOSAIC SEGMENTS
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TRADING DESKS
AD
VER
TIS
ER
S
SUPPLY EXCHANGES
CO
NS
UM
ER
S
DEMAND SIDE PLATFORM
(SOFTWARE)
REAL-TIME BIDDING
The Trading Desk.
SUPPLY SIDE PLATFORM
(SOFTWARE)
Buy remnant inventory for 1) cheap CPM < $5 and 2) re-targeting campaign.
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Trading Desks Considerations.
Full-time service required to:
Buy and sell ad inventory daily.
Reporting and optimisations daily.
Marketer concerns:
Limited transparency on ad / site performance.
Limited premium ads / buyout opportunities.
No 10% commission rebate. No visibility on margins.Programmatic Buying
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Tag Configuration: GTM (Google Tag Manager)
BENEFITS:
i) Reduce page load time.
ii) Governance; manage multiple tags.
iii) Free to use & easy to implement.
iv) Data capture accuracy.
v) Reduce cost to IT.
* source: http://www.tagman.com/mdp-blog/2012/03/just-one-second-delay-in-page-load-can-cause-7-loss-in-customer-conversions/
Manage multiple advertising tags in one place.
*Each second to load = 7% leads lost!*
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Search: Multi-screens.
Lean Forward Desktop
Lean Back Devices
We can track and optimise across desktop and devices.
Out ‘n’ About
Just saw a TV/Outdoor ad, heard a
radio ad
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Paid Digital Media: 6-Step Work-flow.
Digital value is created beyond signing the booking with media owners.
BRIEFINGCreating a scorecard together to allow publishers improve a respond to;
1) Relevant Audience
2) Scalability 3) Channels &
formats4) WOM opportunity5) Market first /
exclusive deal6) Savings & Bonus
PLANNING- Adserver to brief
all publishers efficiently & sign insertion orders (bookings).
Audience Analysis - Nielsen to
understand channel usage; site, desktop, video & mobile.
- Comscore / Hitwise to understand site usage.
- Social listening to understand human conversations.
PRODUCTION- Follow IAB
mandatory ad unit requirements to ensure we purchase the best ads.
- Regularly liaise with publishers with latest ad units available for purchase.
- Nurturing designers to build digital assets in HTML5 to be device agnostic; across desktop, mobile, tablet & connected TV.
IMPLEMENTATION
- Project managing booking & asset deadlines to ensure we deliver full value of the digital ad investment.
- Digital tag audits to ensure we have full conversion optimisation ability.
- Testing & Trafficking of assets and digital tags to ensure smooth campaign running without delay.
MAINTENANCE- Reporting to
ensure our media buy is delivering on par as well as delivering great value in terms of impressions, clicks, engagements, completed views, conversion rates and web conversion volumes
- Optimisations to ensure our media buy is working hard to deliver on/above target
BUYING- Negotiating
annual contracts to freeze rates, bulk / BAU buys, sponsorships and added value; band surveys, free production and bonus impressions
- Cross channel integrations to run incremental reach campaigns with Ch10/Ch7/Ch9 and leverage their social apps and channels
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1. Briefing. THE OPPORTUNITY
COMMUNICATION TONE?
WHAT’S THE OFFER?
TARGET AUDIENCE
WHICH VERTICAL?
***Audience profiling increasingly important as targeting by demographics become a lot more sophisticated with:
- Nielsen Online Campaign Ratings (OCR) using FB profile data
- Roy Morgan Helix Personas using their +50k surveys in Australia to overlay with customer profiles to pull more insights
- Hitwise Experise Mosaics using digital trakcing by site with ABS/Sensis data
DOWNLOAD PDF: http://www.puglifeadsolutions.com.au/images/PDF/PugLife_Media_Brief.pdf
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AWARENESS
INVOLVEMENT & ADVOCACY
CONSIDERATION
PURCHASE
TACTICS
What? High reach & impactful creative.Why? Raise brand recognition.
What? Drive engagement & participation.Why? Product education, raise affinity & WOM.
What? Proof-points & address pain-points. Why? Give reasons to purchase.
DETAILS DIGITAL OUTCOMES
What? Affiliate / SEM / CPA deals.Why? Guarantee web conversions.
Unique Visitors & Impressions
Likes, Comments, Shares, +50% Video, Competition Entry, Dwell Time
Reviews/Comparison/Shopping Site Clicks, Enquiries, Brochure / Catalogue
Downloads, Call Backs
Applications & Sales
2. Planning: The Purchase Funnel.
Together we determine the optimal % of investment level by digital tactic to reach our marketing objectives.
DOWNLOAD PDF: http://www.puglifeadsolutions.com.au/images/PDF/PugLife_Purchase_Funnel.pdf
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2. Planning: Role of Channels.
DIGITAL CHANNELS
VIDEO & SOCIAL
EMAIL / DISPLAY RE-TARGETING
SEARCH / DISPLAY
DISPLAY
Leverage mobile & tablet devices closer to purchase.
Desktop
Mobile/Tablet
Source: Google Customer Journey to Online Purchase - http://www.google.com.au/think/tools/customer-journey-to-online-purchase.html
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2. Planning: Media Schedule.
CHANNEL DETAILS- Objective: Awareness- Format:
Display- Publisher: Fairfax- Timing: 1st
Month- Ad Sizes:
Skins, MRC, LB- Specs:
<40kb, SWF v8
FORECASTED ROI- Awareness:
- Impressions / Views- CTR%, CPM, CPC, CPV
- Engage/Connect- Clicks / Fans / CPF- Shares / Comments /
Votes- Brochure / Catalogue
Down/l- Competition Entries
- Convert- Applications / Sales / CPA
FINANCIALS- Gross Value, Discounts,
Bonus - Fees & Nett exc. GST
DOWNLOAD PDF: http://www.puglifeadsolutions.com.au/images/PDF/PugLife_Media_Plan.pdf
Digital plan very accountable, and is approved by client before buying.
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2. Planning: Benchmarks by Industry.
Use benchmarks to forecast click volume before the campaign has even begun.
Top 3 Bottom 3
Source: Sizmek 2013 - http://www.puglifeadsolutions.com.au/images/PDF/Sizmek_CY2013_MediaMind_Benchmarks.pdf
**Big opportunity for Health & Beauty industry with Rich Media.
B2B
resp
on
se r
ate
ju
mp
s +
383%
, A
pp
are
l +
25%
bu
t G
am
ing
dro
ps -
55%
- C
Y12vs13.
Fin
an
cia
l sta
ys s
am
e, C
orp
ora
te
plu
mm
ets
-33%
an
d Te
ch
/Inte
rnet
jum
ps +
33%
.
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2. Planning: Benchmarks by Creative.
Overall Australian standard media response rate does not change YOY sitting at 0.06% CTR.
**USE VIDEO CONTENT to drive ad responsiveness
Source: Sizmek 2013 - http://www.puglifeadsolutions.com.au/images/PDF/Sizmek_CY2013_MediaMind_Benchmarks.pdf
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1. Annually freezing rates via publisher contracts,
2. Leverage early commitments months in advance;
a) Bulk buying: e.g. 4 home page for price of 3
b) Business as usual (BAU): classifieds / keywords
3. Leveraging sponsorships.
4. Negotiating added-value by investment thresholds. For example;
a) Free brand studies
b) Free interactive video production
c) Bonus impressions / clicks / EDM sends
1. Pass on low rates via annual deals above our 6-step digital thought leadership
2. Allows us to invest more time in our digital thought leadership;
a) Finessing the creative and media concepts
b) Reports to pull insights and optimisations
3. Blocking competitors out with our high impact sponsorships, bulk buys and BAU placements
4. Opportunity to counter inflation based on annual contracts and reaching investment thresholds
How we buy digital ads? Key Benefits.
3. Buying Methodology.
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3. Buying: The Digital Market Place.
Source: Lumascape Resource Center - http://www.lumapartners.com/resource-center/
What should we do?
From the +15 digital ad buying categories,
we curate the best mix for our clients
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4. Production: Standard Ads.
300x250 300x600 160x600
728x90
Recommend referring to IAB as an authority in Australian digital media for best practicesA production schedule is required immediately after media schedule is approved
x4 Mandatory Desktop Display Ad Units
Source: IAB http://goo.gl/QntZA7
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4. Production: Mobile & Tablet
300x50 & 320x50 are most popular mobile ad units to use
Source: IAB http://goo.gl/QntZA7
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4. Production. HTML5 for Display Banners.
HTML5 becomes an official IAB recommendation.
Benefits:
1. Allows advertisers to deliver creative seamlessly across web pages & devices (i.e. Smart TV > Mobile > Tablet > Desktop)
2. Well established format that can be easily adopted by designers & developers world-wide
3. Rapid testing infrastructure across browsers
Cons:
4. Initial set-up cost is high given the heavy coding required. Adserving costs are higher too.
5. Industry guidelines & best practice still being developed especially for rich media, how to package & optimise files to ensure ad load time is efficient & back up files
Source: IAB HTML5 for Digital Advertising - http://www.iabaustralia.com.au/uploads/uploads/2014-02/1392044400_7c4ec2ec91f443cc900e9339fa7dc5bc.pdf
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4. Production. Search Set-up.
Broad Searchers• Generic or popular searchers.
Start of the pre purchase search.
Targeted Searchers• Target searchers such as product and
competitor search termsEvaluation stage of pre purchase
search
Niche Searchers• Niche or specific long tailed product,
service competitor & brand search termsFinal evaluation & purchase decision
stage.
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5. Implementation: Adserving (Ad-Tags).
SEMBrand Tag
SEMProduct Tag
ADSERVING(For example: DoubleClick,
MediaMind, Facilitate & Atlas)
ADWORDS
CLIENTLanding
Page
x2 tags from the adserver to:1) Implement in AdWords
2) Report clicks & conversions 3) De-duping conversions
Convers
ion P
ixel
Convers
ion P
ixel
PUBLISHERS (For example:
Yahoo/Fairfax/News/Mi9)
DISPLAYAd Tags
Conversion Pixel
GTM container includes Adserver & AdWords pixels
CLIENT Product
Page
CLIENTThank You
Page
TRACK & OPTIMISE BY:1) Impressions, Clicks, CTR%2) Engagements & Web Conversions4) Dwell Time / Views5) Creative message performance6) Cost Efficiencies
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5. Implementation: Deadlines
BOOKING DEADLINES
Home Pages: 2-3 months prior Vertical Buyout: 2 months prior RON / Performance: 1-2 weeks prior
CREATIVE DEADLINES
Rich Media: Production/Testing: 2-3 monthsDespatch: 10 business days prior
Standard Media: Production/Testing: 1 monthDespatch: 5 business days prior
Industry standard deadline to avoid disappointment & facilitate a smooth campaign.
DOWNLOAD PDF: http://www.puglifeadsolutions.com.au/images/PDF/PugLife_Deadlines.pdf
Premium Ads
Premium Ads
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# Objective Topic Optimisation Anticipated Outcome1 New ad units Running additional ad units to increase coverage within performance networks Improved SOV to raise top of mind awareness2 Seasonality / Forecasting competitive activity via media partners and winning SOV in certain months Improved SOV to raise top of mind awareness3 Cross Platform Utilizing creative messaging / Shazam / NFC, etc... To improve impact of the advertising execution Improved cut through, Awareness & Consideration metrics4 Longevity Reduce bids to keep performance banners in market longer (can serve as branding) Keeping activity live5 Geo & Time Targeting Time targeting on premium buys during peak hours & certain geo-areas Improved relevance, cost effectiveness of Enquiry generation6 Responsiveness Driving ad units with higher response rates (clicks / imps) Improved cost effectiveness of Enquiry generation7 Engagement - Amplfying exisiting content (marketing) arround technology & interesting things Improved Consideration and Talkability8 Engagement - Video Use multiple 15s TVC, optimise towards lower CPV, high completed views and higher engagement rate Views, low eCPV & high engagement9 Engagement - Social Use social overlays on 15s TVC with FB, Twitter, LinkedIn and YT channel to encourage WOM Improved Consideration and Talkability
10 Engagement - Social Ramping up on offers, discounts on FB and useful / engaging information for fans Improved Organic FB page likes11 New creative Testing multiple creative to optimise towards ones towards higher CTR or CVR Optimise towards cost effective Enquiries12 Reviewing creative Weekly review of key messages. Serving more impressions against the key message based on conversion rate to generate more Enquiries with less clicks Improved cost effectiveness of Enquiry generation13 Vivaki deals Annual booking early for 6-12 months to counter inflation and secure lower rates and bonus activity e.g. Book $100k on one IO and receive 10% on RON / Improved cost effectiveness of Enquiry generation14 Tactical Budget Keeping ~10% of the total campaign budget to use half way into the campaign for key performing environments Contingency to address key objectives during the campaign15 New ad units Using the full suite of ad unit sizes by Performance network to allow them to optimise towards the one with the highest conversion rate Improved volume of Enquiries16 Launch Request publishers for market benchmark CPAs, start with higher CPA before bring down Using competitive CPAs17 Launch Front weighting activity in earlier weeks / month to build stronger cookie pools and SOV Strong launch & higher SOV18 Bid management Increasing or lowering bids to drive quality impressions / clicks or higher impression traffic. For under-delivering publishers, test different buy models Amplified Enquiry growth & reduced eCPA19 Creative - Textlinks Rotating key performing SEM copy for textlinks and focusing on the one with highest conversion rate - to drive more Enquiries with less clicks Amplified Enquiry growth & reduced eCPA20 Landing Page Testing different landing pages and optimise towards one with higher conversion rate Amplified Enquiry growth & reduced eCPA21 Seasonality / Forecasting media avail in future months to dominate Performance activity Improved volume of Enquiries22 Publisher Support Ensure key media partners are using their daily conversion report to optimise towards enquiries Improved volume of Enquiries23 Cross Platform Front weight activity during bursts of peak TV support to capitalise on the halo effect Amplified Enquiry growth & reduced eCPA24 Mobile & Tablet To ramp up on this environment to capture a more enquiries on these devices Improved volume of Enquiries25 Budget Management Re-allocate/remove budget from publishers with very low run rates (compared to point in time) to publishers with greater capacity and lower eCPAs Amplifying Enquiry growth26 Pre-launch Generating cookie pools on users visiting the landing page but haven't completed the Enquiry process Cost efficiencies & reaching a quality audience27 Pre-launch Generating cookie pools on users who have Pre-registered their interest in a model before it comes into market, and serving them sequential creative Cost efficient and effective Enquiries
Performance & Re-targeting
Performance
All tactics
Active Consideration
Awareness & Reach
6. Ongoing Maintenance: Optimisations
Once the campaign is live we have at least +25 optimisations ideas.
DOWNLOAD: http://www.puglifeadsolutions.com.au/images/PDF/Optimisations.pdf
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6. Maintenance: Reporting Dashboard.
Common tier 1 / blue chip reporting dashboard requirements.
Investment run rate
Commentary /
Optimisations / Insights
Creative performanc
e
Weekly Changes
Actual vs. Target
conversions
DOWNLOAD: http://www.puglifeadsolutions.com.au/images/PDF/PugLife_Reporting_Template.pdf
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6. Maintenance: Path-To-Conversion.
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Last Event
9th Event
8th Event
7th Event
6th Event
5th Event
4th Event
3rd Event
2nd Event
First Event
0%10%20%30%40%50%60%70%80%90%
100%
41
3625 20 16 12 9 8 8
6
107
132
2
Events by Channel
Display Search
Display, 182, 59%
Search, 123, 41%
Total Events by Channel
Display Search
73%SEM
110 Unique Conversions
Although SEM drove most final/end conversions, Display helped with more than half of the interactions throughout the entire customer journey