data vs. intuition: in data we trust
TRANSCRIPT
IN DATA WE TRUSTPRESENTED BY OLIVER ROUP
Performance Marketing SummitToronto, Canada
June 16, 2016
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[email protected] Roup & VigLink
• CEO & Founder of VigLink • Started in 2009 based in San Francisco• Elected PMA Board Member
What is VigLink?
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Affiliated Clicks
Conversion Data
Insights to Purchase
80
80Commission
Clicks Traffic80
Publishers
80
DSP’s & DMP’s
80
CSE’s
80DIRECT
80
Affiliate Networks
Advertisers
2 Million sites
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What we have observed…
The Deal and Promotion sites are years ahead!
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[email protected] and Coupon….
Problem: Advertisers have a love/hate relationship with them
Opportunity: Apply the sophistication of the Deal and Coupon to content
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[email protected] vs. New Attitude
Old Attitude: You just need a lot of traffic
New Attitude: Need highly engaged audiences
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[email protected] Learnings…
• There is a lot of content, but only a tiny fraction yields the majority of conversions
• It is important for Publishers find what content is resonating with their readers for clicks, views and conversions• Lists work best for converting purchases• Using words like “BEST” and “WORST” drove conversion
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[email protected] numbers…
• 52% of purchases happen on weekend in our network
• Females Sunday evening mobile/tablet purchasing is increase rapidly
• Weekend shopping spend is 4x greater than weekdays on a per day basis
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[email protected] Trends
1. Deal and Coupon sites are getting squeezed… so are content publishers
2. Advertisers are looking for ways to improve ROI so really looking at traffic quality and conversion
Any questions about data, trends and insights, please reach out!