1. Performance MarketingIAB Atelier Advanced21 May 2013Seppe Frooninckx@seppefr+32 497 88.46.34

2. 3.000.000 3.200.000 3.400.000 3.600.000 3.800.000 4.000.0002008 2009 2010 2011 2012Belgian advertising investments (In 1.000 Euros)Evolution of advertisingSource: MediaXim 3. 3,6 billion market 4. Role of Display 5. Google says 6. Google says 7. Google says 8. Online display advertising:changes 9. Online display: how? 10. Online display: how? 11. Online display: how? 12. BELGIANOPPORTUNITIESOnline display: how? 13. Change the DNADISPLAYADVERTISING- Reach- Price- RelevanceDISPLAY ENGINEMARKETING- Data- Analysis- Optimization knowledge- Transparency 14. Programmatic buying: benefits 15. Constant optimization 16. More data 17. NO TARGET SOCIO-DEMO TIMING CRMX XReal-Time Bidding 18. CASE: online purchase moments 19. CASE: online purchase moments050100150200250300Maandag Dinsdag Woensdag Donderdag Vrijdag Zaterdag zondagFinance & InsuranceTotaal aankopenTIMINGS06:00 - 09:0009:00 - 11:3011:30 - 13:3013:30 - 16:3016:30 - 19:0019:00 - 23:0023:00 - 02:0002:00 - 06:00 20. CASE: online purchase moments050100150200250300Maandag Dinsdag Woensdag Donderdag Vrijdag Zaterdag zondagTelecomTotaal aankopenTIMINGS06:00 - 09:0009:00 - 11:3011:30 - 13:3013:30 - 16:3016:30 - 19:0019:00 - 23:0023:00 - 02:0002:00 - 06:00 21. Manual + programmatic buying:holistic view 22. Programmatic?Cheap UnsoldNon-transparentSPAM 23. Programmatic?Cheap UnsoldNon-transparentSPAMSource: article on iMedia Connection (10/01/13) 24. Programmatic buying is more efficient,more effective and more transparent thanthe traditional digital media buying model.Source: article on Search Engine Land (13/02/13)Bob Arnold Associate Director of Digital Strategy (Kellogg) 25. Manual? 26. Real-Time BrandingSource: article on Search Engine Land (13/02/13) 27. Real-Time BrandingSource: article on Search Engine Land (13/02/13) 28. Real-Time BrandingSource: article on Search Engine Land (13/02/13)1771- 7,8 km/h- unknown- steam2013- 408,84 km/h- 1.001 PK- 8.0L 29. Improved ROI?Source: article on Search Engine Land (13/02/13) 30. AWARENESSCONSIDERATIONCONVERSIONLOYALTYADVOCACYThe holistic view 31. The holistic view 32. The holistic view 33. CASE: Top 3 TELECOMCampaign 1Online branding: 3 Homepagetakeovers- GOAL: branding- Period: 6,5 weeks- No historical data- Banner type: HPtakeoversCampaign 2Started 1,5 month aftercampaign 1, no HP takeovers- GOAL: branding- Period: 6,5 weeks- Historical data ofcampaign 1 available- Banner type: standardbanners with brandingobjectivesSource: Pervorm campaign 34. CASE: Top 3 TELECOMCampaign 3Structural continuous sales campaign- GOAL: sales- Period: continuous- Banner type: standard bannerswith sales objectivesSales campaign 3 = The structural sales campaign during the first branding campaignSales campaign 3 = The structural sales campaign during the second branding campaignSource: Pervorm campaign 35. Acquisition objectives helpdefine the creative 36. CASE: multivariate testing 37. AnimatedCASE: multivariate testing 38. CASE: multivariate testing 39. CASE: multivariate testing 40. The extra mile 41. CASE: creative evolution 42. CASE: creative evolution 43. CASE: creative evolution 44. CASE: creative evolution 45. CASE: creative evolution 46. ++=CASE: creative evolution 47. Understand the metrics toevaluate and do it continuously 48. Evolution. 49. - Viewers vs journalists- Consumers vs marketersEvolution. 50. Who to trustSource: David Cooperstein from Forrester research 51. Adaptive marketingRetailMobileCustomerServiceCRMOffline mediaeCommerceInteractiveMediaSocial initiativesSource: David Cooperstein from Forrester research 52. Metrics in theory 53. Metrics in real life: EnergyBackground:1. Top 5 Energyadvertiser2. Period of 34weeksObjectives:1. Increase #conversions2. Decrease CPAMetrics:1. CTR2. Bounce rate3. CCR4. AB-testingResults:1. Decrease CPAwith 40%Source: Pervorm campaign 54. Metrics in real life: The Sedin twinsSource: Vancouver Canucks 55. Metrics in real life: The Sedin twinsSource: Vancouver Canucks 56. Metrics in real life: The Sedin twinsSource: Vancouver Canucks 57. Metrics in real life: The Sedin twinsSource: Vancouver Canucks 58. - Focus on swing voters- Remember your ground game- Adaptive marketing is rising- Long-form content can persuadeMetrics in real life: American electionsSource: Brand Media Strategy 59. People. 60. Seppe Frooninckx@seppefr+32 497 88.46.34