Why All Marketing Is Inherently Local · Optimization. PRIVATE AND CONFIDENTIAL ... Price Better...
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Marketing Evolution MarketingEvolution.com PRIVATE AND CONFIDENTIAL Why All Marketing Is Inherently Local March 2016
Transcript of Why All Marketing Is Inherently Local · Optimization. PRIVATE AND CONFIDENTIAL ... Price Better...
Marketing Evolution(((((((((MarketingEvolution.com
PRIVATE AND CONFIDENTIAL
Why All Marketing Is Inherently LocalMarch 2016
Marketing Evolution
Media(Fragmentation(
Why(All(Marketing(Is(Local(
Person(Level(Data(
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20% more likely to buy
Women
Men
Fundamental Disruption: A Move Away From Aggregated Data
Sales Trend
Advantages: ▪ Personal message relevance = reduction in wasted impressions and discounts ▪ Real-time decisioning = faster response to changing market dynamics
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PRIVATE AND CONFIDENTIAL @rexbriggs
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Walmart vs. Target
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* Statistical significance at 95% Sources: Walmart Savings Catcher – Combined Publisher report; Walmart Savings Catcher Sub-Segment Performance Findings on in-store purchase behavior to come
Expandable Units
Pencil Units
Aud
ienc
e
Prox
imity
Strong LiftAverage Lift
No Lift Average Lift
Proximity targeting + expandable units = strongest lifts in foot traffic
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Pizza Convenience Index Chart shows which chain has the closest location
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1290
Context Targeting can add significant value
Day of the week*
130
100
Weekday vs. Weekend targeting Time of the day targeting for industry with Strong Time of Day Dynamic
Without targeting
With targeting
Time of Day**
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Media(Fragmentation(
All(Marketing(Is(Local(
Person(Level(Data(
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Attribution & ROI
5,0(0((0
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EVERYTHING IS LOCALABC, Los Angeles, Prime 8pm-11pm
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Density of Store Locations by DMA Source: Marketing Evolution
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McDonald’sDunkin Burger King
Best Buy TargetWalmart
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Audience(+(Impact(Optimization
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Embrace Fragmentation
G o L o c a l
G e t P e r s o n a l
The Opportunity
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Why We Need To Embrace Fragmentation & Go Local / PersonalThe Nature of Advertising Effectiveness Has Changed
Positive(ROI Positive(ROI
Best(Touchpoints(for(ROI
1996 2016
Best(Touchpoints(for(ROI
Stupid Simple National Buys By Demo ➔ Complex National & Local Optimization
Using the mobile toolkit to improve results
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Audio((Video((Display((Rich(Media((Native(((Coupons
FORMATS CHANNELS TARGETING CREATIVE
Websites((Apps((Push(SMS/MMS((Social((Search((Email
Audience((Context(Day(part(Location(Weather(
Programmatic
Dynamic((Integrated((Closed(loop(to(payment
Mobile Video improved results for Coke.
Price
Better ROI!
Effectiveness at low Frequency
Mobile Video
Mobile Display
320
100 100
650
Effectiveness at High Frequency
350
Manage frequency or rotate creative
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4. Walmart wanted to drive Intent and sales for Back to School grocery
Foot Traffic
Awareness
Image
Purchase Intent
TV MOBILE
DIGITAL
MEASUREMENT(PARAMETERS
18-49
TARGET:
Moms
DATA COLLECTION
2014
7/14 9/14
with school kids
FSI
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Sales
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Frequency-to-Li2-Response-Mobile-Video-vs.-TV*
Point-Increase-in-Pric
e-Pe
rcep
Bon
0%
3%
6%
9%
12%
FrequencySource: Walmart SC Survey; Data Collected from: 8/4-9/28
MOBILE VIDEO
CABLE TV
With the same creative, Mobile Video had more impact than video on other platforms
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Mobile was the most EFFICIENT DRIVER of actual sales
TV
Mobile
Digital
FSI
('[(0 (50( (100( (150( (200(
*For each index, 100 = average value, Efficiency = Sales Impact per Media Type/Spend per Media Type
Foot Traffic
Awareness
Image
Purchase Intent
Sales
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Embrace Fragmentation
G o L o c a l
G e t P e r s o n a l
The Opportunity
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Customers & retail locations highlight why location targeting matters
Your(Customers Where(They(Buy(Your(Product Your(Optimal(Ad(Footprint
Example:(Auto(brand
Audi Honda Ford
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New Media Planning Algorithms Deal With the Complexity
▪ Using Local boosts ROI by over 12% – Top 200 Marketers $9.4 Billion/$47 million each
▪ It accounts for Mobile increasing its share of budget by
15% over using demos alone.
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Use(of(the(SMoX(and(other(ROI(data(to(create(an(optimized(media(plan(in(under(4(minutes
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Q&A
Media(Fragmentation(
Why(All(Marketing(Is(Local(
Person(Level(Data(
@rexbriggs
