performance marketing · funnel activity consideraion (attract) look alike interest and intent 2nd...

PERFORMANCE MARKETING

Confidential and proprietary. Copyright © 2016 Xaxis Incorporation. All rights reserved. Distribution without permission is prohibited.

IAB Forum 2016

USING DATA AND TECHNOLOGY TO HELP

BRANDS ENGAGE WITH AUDIENCES AT SCALE

T H E P R O G R A M M AT I C

A U D I E N C E C O M P A N Y

GUARANTEE OUTCOMES FOR BRANDS BY COMBINING

MEDIA, DATA AND TECHNOLOGY AT SCALE.

T H E S C I E N C E O F

P E R F O R M A N C E A D V E R T I S I N G

NORTH AMERICA

Canada

USA

EUROPE, MIDDLE EAST

& AFRICA

Norway

Sweden

Netherlands

UK

Denmark

Austria

Belgium

Germany

Italy

Slovakia

Spain

Poland

Portugal

Switzerland

Turkey

Czech Rep

Finland

Romania

Russia

United Arab Emirates

Saudi Arabia

Egypt

GLOBAL

1,500 employees

in 46 markets

ASIA AND PACIFIC

China

Hong Kong

India

Vietnam

Thailand

Malaysia

Singapore

Australia

New Zealand

Taiwan

Indonesia

Philippines

Japan

South Korea

New YorkNorth America HQ

& Delivery Hub

MiamiLATAM HQ &

Delivery Hub

LondonEMEA HQ &

Delivery Hub

SingaporeAPAC HQ &

Delivery Hub

LATIN AMERICA

Mexico

Miami

Brazil

Colombia

Argentina

Puerto Rico

GROWING

$1 billion

net sales in 2015

EXPERIENCE

3,000

clients

TECHNOLOGY

$54 millioninvested in technology just

In 2016

SCALE

300

billion ad impressions

daily

IN THE FUTURE, ALL DIGITAL MARKETING WILL BE CLASSIFIED AS “PERFORMANCE”

IAB, Defining Performance Marketing in Today’s Digital Landscape

The prerequisite = ability to measure outcomes

TWO TYPES OF PERFORMANCE MARKETING

PERFORMANCE OPTIMIZATION

The ability to adjust the buy in real time,

based on the effectiveness of the

campaign in driving consumer action

that makes it a performance campaign.

PAY-FOR-PERFORMANCE

The ability to measure and

optimize with the option to

pay only when that

performance action occurs

T H E P R O G R A M M A T I C A U D I E N C E C O M P A N Y

IAB, DEFINING PERFORMANCE MARKETING IN TODAY’S DIGITAL LANDSCAPE

PROGRAMMATIC & PERFORMANCE MARKETING WERE BORN FOR EACH OTHER

WHY?

PROGRAMMATIC

SCALE

DMP

LOOKALIKE &RETARGETING ATTRIBUTION

& MEASUREMENT

ALGORITHMICOPTIMIZATION

IMPRESSION-LEVELVALIDATION

OUTCOMEHISTORICAL

DATA

AUDIENCE &CLOSED LOOP DATA

EHANCEMENT

“Not all performance

actions are

considered equal.

The closer the

performance action is

to the transaction, the

more accountable the

outcome”

TRANSACTION

IN-STORE

VISITS

CALLS

LEAD FORMSEMAIL

REGISTRATIONS

SMS

CLICKS

SOCIAL

ENGAGEMENTS

PRE-ROLL

VIDEO VIEWS

VIEWABLE

IMPRESSIONS

NATIVE OR CONTENT

ENGAGEMENTS

IAB, DEFINING PERFORMANCE MARKETING IN TODAY’S DIGITAL LANDSCAPE

BRANDING PERFORMANCE MARKETING

MORE VOLUME

MORE VALUE

• Action/Intention Focused/Download

• Registered

• Lead/Purchase

• Qualified

• Researching

• Explicit

• Targeted

• Brand Awareness

• Unregistered

• View/Click

• Unqualified

• Browsing

• Implicit

• Reach

CPM(COST PER

THOUSAND)

CPV(COST PER

VIEW)

CPC(COST PER

CLICK)

CPL(COST PER

LEAD)

CPA(COST PER

ACTION)

PWC and IAB UK, The value of Online Performance Marketing Study

T H E P R O G R A M M A T I C A U D I E N C E C O M P A N Y

FUNNEL ACTIVITY

CONSIDERAION

(Attract)

LOOK

ALIKE

INTEREST and INTENT

2nd PARTY DATA

(Xaxis)

A FULL - FUNNEL JOURNEY

2nd PARTY DATA

(Xaxis)

3rd PARTY DATA

1st, 2nd, 3rd PARTY DATA

positive/negative retargeting

AWARENESS

(Impress)

INTENT

(Attract)

ACTION

(Conquer)

Our society is leaving behind a digital footprint.

People are living online and we all are expressing our attitudes, likes and dislikes, our opinions and perspectives.

We are generating huge amounts of data.

Data with a lot of information.

… and a lot of noise.

The ability to hear the signalfrom the noise is the key…

BEHIND THE SCENES

Confidential and proprietary. Copyright © 2016 Xaxis Incorporation. All rights reserved. Distribution without permission is prohibited.

19P a g e

2016 XAXIS TURBINE CAPABILITIESTHE INDUSTRY’S FIRST DMP IS NOW THE NEXT GENERATION AUDIENCE ACTIVATION PLATFORM

AUDIENCE PLANNING & CREATION

BRIDGING PHYSICAL AND DIGTAL WORLDS AND

CUSTOMIZED PLANNING FOR YOUR BRAND

PERSONALIZATION

MAKING ADVERTISING WELCOME

MEDIA ACTIVATION

BORDERLESS AND ADDRESSABLE MEDIA BUYING AT

PROGRAMMATIC SPEED

INSIGHT CONTINUUM

A CLOSED LOOP MEASUREMENT TO IMPROVE

AUDIENCE & CAMPAIGN PERFORMANCE

TURBINE’S MISSION: DEVELOPING THE PROPRIETARY AUDIENCES FOR OUR

CUSTOMERS THAT OUTFORM OTHER AUDIENCES IN THE MARKET

With the release of Turbine Cross-Device, marketers can activate Xaxis suite proprietary

audiences across digital devices, unlocking audience intelligence tied to millions of

anonymous unique user globally

User ID: XPiD1234A3Age: 26

Gender: MaleIncome: $75,000

Socio Economic

Age/Gender

Behavioral

Predictive Interest

Predictive Intent

Geospatial

Purchase History

Attitudinal

FROM SILO TO CROSS-VIEW

FROM LINEAR CONVERSIONS TO CROSS-VIEWINGT H E P R O G R A M M A T I C A U D I E N C E C O M P A N Y

TR

AD

ITIO

NA

L T

V

PE

RS

ON

AL

CO

MP

UT

ER

MO

BIL

E D

EV

ICE

CO

NN

EC

TE

D T

V

ON

LIN

E V

IDE

O

A SILOED VIEW OF MEDIA CHANNEL ONLY ALLOWS LINEAR CONVERSIONS.

CONVERSION PATH

CONVERSION PATH

CONVERSIONS TODAY ARE CROSS-PATH AND MULTI-PLATFORM.

CROSS-VIEWING:

Leveraging Xaxis propriety audiences across addressable,

programmatic channels for cross-device targeting,

measurement and attribution. Offers deep insight into true

audience journeys and optimal media allocation.

PE

RS

ON

AL C

OM

PU

TE

R

TR

AD

ITIO

NA

L T

V

MO

BIL

E D

EV

ICE

CO

NN

EC

TE

D T

V

ON

LIN

E V

IDE

O

A SILOED VIEW OF MEDIA CHANNEL ONLY ALLOWS

LINEAR CONVERSIONS

CONVERSIONS TODAY ARE CROSS-PATH AND

MULTI-PLATFORM.

ISOLATED MEDIA CHANNEL VIEW PROVIDES ONE DIMENTIONAL RESULTS

LINEAR PERFORMANCE IS COMMODITIZEDTHE LACK OF CROSS-MEDIA AT ATTRIBUTION TRADIONALLY HANDICAPS DIGITAL MARKETERS TO PLAN BASED ON DEVICE AND NOT

USER BEHAVIOR (OR THE ONE TASK, MULTI-DEVICES) NORM

AC

TU

AL C

AM

PA

IGN

DESKTOP CHANNEL SEEMS VERY STRONG

FROM A LINEAR ATTRIBUTION VIEW

MOBILE CHANNEL IS LIKELY TO GET CUT OR

REALLOCATED TO DESKTOP

84%CONVERSATION

(DESKTOP)

16%CONVERSATION

(MOBILE)

48.4%IMPRESSION

(DESKTOP)

51.6%IMPRESSION

(MOBILE)

IAB, DEFINING PERFORMANCE MARKETING IN TODAY’S DIGITAL LANDSCAPE

CROSS-VIEWING REVEALS HIDDEN PERFORMANCE

SINGLE DEVICE VIEW IS “BLINDING”ALMOST 60% OF CONVERSIONS FROM MOBILE IMMPRESSIONS ACTUALLY OCCURED ON DESKTOP. WITHOUT CROSS-VIEW, THIS

ATTRIBUTION WOULD BE LOST!

AC

TU

AL C

AM

PA

IGN

84%CONVERSATION

(DESKTOP)

16%CONVERSATION

(MOBILE)

48.4%IMPRESSION

(DESKTOP)

51.6%IMPRESSION

(MOBILE)

SOURCE: TURBINE CROSS-VIEW, ACTUAL CAMPAIGN DATA, SEPTEMBER 2015

COMPUTER: 94.13

COMPUTER: 59.1%

COMPUTER: 40.9%

H O W W E D O I T

The classic display

performance

product optimized

to downstream

outcomes

DISPLAY

PERFORMANCE

Deliver compelling

rich media units with

powerful audience

data, optimized to

performance

outcomes

Geo Mobile Targeting

to push a notification

in order to add the

promotion on calendar

or apple wallet

EMAIL MARKETING

Mobile performance

product.

Users back to clients

apps using data and

dynamic creative

MOBILE

PERFORMANCE AND

RE-ENGAGEMENT

Direct connection, and

a efficient way to reach

mobile users, target

messages and drive

performance.

DCO - DOC GEO OUTCOMES

FROM ONE PRODUCT UP TO DYNAMIC MIX

L i g h t R e a c t i o n – T h e s c i e n c e o f p e r f o r m a n c e a d v e r t i s i n g

Driving outcomes at scale requires:

CLIENT’S DISPLAY CAMPAIGN STRATEGY:

ENGAGING

CONSUMERS BASED

ON THAT INTENT

DRIVING CONVERSION,

PURCHASE AND REVENUE

I D E N T I F Y I N G

AN D F I N D I N G

C O N S U M E R S W I T H

I N T E R E S T AN D I N T E N T

PROSPECTING ENGAGEMENT

E N G A G I N G

C O N S U M E R S B AS E D O N

T H AT I N T E N T

CONVERSION

D R I V I N G C O N V E R S I O N ,

P U R C H AS E

AN D R E V E N U E

Driving outcomes at scale requires:

Driving outcomes at scale requires:

G E N E R A L A U D I E N C E S

P R O S P E C T S

E N G A G E D C O N S U M E R S

Retargeters play only

at the bottom of the

funnel and lack the

data assets to

combine prospecting

with retargeting

RETARGETERS ONLY

PLAY HERE

Driving outcomes at

T U R B I N E

T U R B I N E

• Turbine uniquely positions Light

Reaction to combine Prospecting

and Retargeting into one offering

• Rather than compete head to

head in a crowded field, define

our own performance category

• Light Reaction IDENTIFIES

prospects, ATTRACT them with

specific creatives of the brand

and products and CONVERTS

users to real customersA U D I E N C E I N T E L L I G E N C E A C T I V A T I O N

Light Reaction Strategy: Combine Prospecting and Retargeting

Driving outcomes at scale requires:

G E N E R A L A U D I E N C E S

P R O S P E C T S

Prospecting

+Retargeting

=PROTARGETING

“More New

Customers” E N G A G E D C O N S U M E R S

CLIENT

CONVERSIONS

ATTRACT NEW

CLIENTS

INCREASE

CONVERSION

PROSPECTING RETARGETING

FIRST SITE VISIT

Prospecting brings qualified

and incremental leads to your

site

RETURNING

VISIT

Retargeting pushes site

visitors to the conversion

event

FIRST SITE VISIT

Drive new users who have not yet visited the client’s site

Prospecting

Attract users with an interesting topic

Retargeting

Once the user has been informed, push user’s purchase

RETURNING VISIT

Retargeting pushes site visitors to the

conversion event

RELEVANCE IS KEY TO A CUSTOMER-CENTRIC JOURNEY

Retention

A new CTA in order to increase Cross-Sell,Upsell and Loyalty.