winning the moments that matter

Copyright © DBD. 2015 www.dbdmedia.co.uk

#DigitalDayBreak

The Battle of The Digital Channels #DigitalDayBreak


#DigitalDayBreak

Nigel Muir, MD at DBD Media A quick introduction

Lotty Chudley, Account Director, DBD Winning in the moments that matter

Neil Probert, Lead Client Strategist, Quantcast Where does Programmatic Display fit in the whole mix and how does it affect your brand?

Donovan Gabriel, Head of Search, DBD The brand bidding conundrum - to bid or not to bid?

Dominic Gramatte, Business Director, Ignition One Understanding user behaviour and which channels really drive your revenue

Panel discussion

Agenda


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Winning in the moments that matter

Lotty Chudley, DBD


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The Zero Moment of Truth

https://www.youtube.com/watch?v=g40rrWBx2ok


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Mobile-first means research is more prevalent than brand loyalty

Consumer behaviour has changed


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What people say

Over 50% of the average waking day is spent on media or communication activity - more than is spent on sleep

Ofcom

More time on tech than asleep

http://www.bbc.co.uk/news/technology-28677674


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100 billion searches a year


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What people say

33% of millennials rely mostly on blogs before they make a purchase… [they] look

to social media for an authentic look at what’s going on in the world, especially

content written by their peers whom they trust.Forbes

http://www.forbes.com/sites/danschawbel/2015/01/20/10-new-findings-about-the-millennial-consumer/


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Google: the best place to [research]

2004 ‘How to’ searches2015


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A new algorithm to focus on conversational search


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Quality & user intent key factors


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Google give people what they want


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Implement smart strategies in 2016

HTML mark-up Customer review

process Local optimisation


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Answering questions doubles value


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Competitive advantage: early contact with potential customers


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Brand presence increased on all channels


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Audience

Winning in the moments that matter

Signal you’re the expert

Content Amplify

Google answers 100 billion

searches a year

More time on screens than

asleep

ZMOT Presence

Influence the research phase


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thank you


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Is Programmatic Display the future of online advertising, where does it fit in the whole

mix and how does it affect your brand?

Neil Probert, Quantcast

Programmatic advertising

Where does it fit?9th February 2016

Neil Probert, Quantcast

23

• What is programmatic advertising and where did it come from?

• How should you be using programmatic as part of the marketing mix?

• How should you measure success?

What we’ll be talking about today

© 2015 Quantcast Confidential

A Brief history of programmatic

25

Programmatic trading refers to the use of software to

purchase and execute digital advertising, as opposed to

the traditional process that involves RFPs and manual

insertion orders

What is programmatic?


1844MAGAZINESNEWSPAPERS

1650BILLBOARDS1867

1872CATALOGS

PRINT PRE-DIGITAL

POSTERS

Pre 1650

1941TVDIRECT MAIL1954

1922RADIO

Advertising timeline

1994BANNERADS/GMAIL

2003GOOGLE ADSENSE2007FACEBOOK/YOUTUBE

2008LAUNCH OF THE DOUBLECLICK AD-EXCHANGE

2009MOBILE APPS

2010TWITTER2012FACEBOOK MOBILE

PPC 2000

1844MAGAZINESNEWSPAPERS

1650BILLBOARDS1867

1872CATALOGS

PRINT PRE-DIGITAL

DIGITAL

POSTERS

Pre 1650

1941TVDIRECT MAIL 1954

1922RADIO

Advertising timeline

Publisher

Agency

Advertiser

How we used to transact?

How we now transact?

DSP SSPs1010101010

1010101010

1010101010

1010101010Advertiser/Agency

Ad exchange_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __ _ _ _ _ _ _ _ __ _ _ _ _ _ _ _ _

_ _ _ _ _ _ _ _ _ __ _ _ _

_ _ _ _ _ _ _ _ _ _ _ _ _ _

Publisher

Ad network_ __ _

_ __ _

_ __ _

_ __ _

Travel Retail

Autos

Finance

417Web Pages Per Person

3,000Web Pages a month

93Web Pages a Day

10

Challenge:

Web Pages1 Trillion

People2.4 Billion

Programmatic/RTADigital Ad Market Global Ad Market

$21b $143b

$545b

2015EstimateSource: ZenithOptimedia & Magna Global

X`

~5% growth~38% growth

~48% growth

Where programmatic fits?

Traditionally seen as a ‘digital performance

channel………• Low cost placements

• Cost per Visit

• Cost per Sale

• Cost per lead

• Clicks

• Conversions

Programmatic is now becoming a central part

of brand planning• Premium placements

• High impact display ads

• Viewability

• Reach & Frequency

• Brand favourability

• Purchase intent

35

Programmatic brand is growing steady


6 IN 10 USING PROGRAMMATIC FOR BRAND OBJECTIVES.

UK & US MARKETERS

45% OF PROGRAMMATIC SPENDGOES TOWARDS BRAND-

ING.

EXPECT +37% IN PROGRAMMATIC BRAND SPEND BY 2017

+37%brand

performance

Source: eConsultancy, Programmatic Branding, May 2015.

How should we Measure success for Brand advertising?

Targeting Accuracy

Parameters for the research

6 segments/vendors M/F 18-34M/F 18-49M/F 25-54

Inventory

Brand-safe RTB

Geo US, UKValidation

Nielsen DAR, comScore vCE

113%85%

9%19%6% 8% 0%

26%33%4%

29%58%

2%

83%

In the UK, 9 solutions failed to scale

Lift in accuracy compared to untargeted control campaign

Failed to deliver min impressions

*Measured using Nielsen DAR “Calibration” level, min 100k impressions; vCE results available.

Avg. performance of 6 segments, Nov 2014, 3 wks, PSA display on brand-safe programmatic display

113%85%

9%19%6% 8% 0%

26%33%4%

29%58%

2%

83%Failed to deliver min impressions

*Measured using Nielsen DAR “Calibration” level, min 100k impressions; vCE results available.

Avg. performance of 6 segments, Nov 2014, 3 wks, PSA display on brand-safe programmatic display

In the UK, 9 solutions failed to scale

Lift in accuracy compared to untargeted control campaign

• If you are questioning accuracy – use a validation service

• “High Composition” offerings may not live up to their marketing

• Evaluate your targeting options by comparing accuracy lift vs. an untargeted control

• Many solutions with higher accuracy are unable to scale

What we learned

Thank You!


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The brand bidding conundrum - to bid or not to bid?

Donovan Gabriel, DBD


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To bid or not to bid?To bid or not to bid?

That is the question…


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To bid or not to bid?


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Conundrum – why are we questioning it?


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Defy the Gods of Search

GODS OF SEARCH


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To bid or not to bid?

Bid on Brand or else…

No paid search


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Quest to understand whether to bid or not to bid


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There is no right or wrong


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All that matters is your brand


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To answer the question to bid or not to bid – consider the following:

1. Opportunity cost

2. Brand defence

3. Competitors & resellers

4. Is your brand or strategy stagnating

5. Testing – never stop testing


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1. Opportunity cost

“The cost of an alternative that must be forgone in order to pursue a certain action.”

Alternative opportunities present Risks!


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1. Opportunity cost

Doxdirect – Originated from traditional printers to online printing service


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1. Opportunity cost

Search Activity•Bidding on core brand terms with all the bells and whistles

•Doxdirect have strong organic presence

What is the Value of

brand PPC ?


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1. Opportunity cost

Total Revenue£ 13.7k

Brand Conv.244 Brand represents

45% of total conversions

Brand Revenue£ 6.5k Brand represents 48%

of total revenue

Total Conv.542


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1. Opportunity cost

Brand Spend£ 238

Total Spend£11.6k

Brand represented 2% of Total Spend


#DigitalDayBreak

1. Opportunity cost

Brand - 50% Total Revenue

2% Total Spend

Decided – Risk factor was too

high


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1. Opportunity cost

Brand - 20% Total Revenue

12% Total Spend

Decided – Brand spend is too high

Actions • Redirecting spend to higher converting generic keywords

•Test to establish conversion rate of incremental traffic.


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2. Brand defence

Do I need to defend my brand?


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2. Brand defence

Doxdirect Brand Presence

• Infrequent competitor bidding

• Checked on desktop & mobile

• Good organic presence

• No reseller agreements

• No affiliate activity


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2. Brand defenceCompetitor

had 20% Impression

Share

• Even though we had 99.93% impression on brand

• One competitor with about 20% impression share on brand

• If we decided to drop brand bidding the loss of revenue may have been significant


#DigitalDayBreak


Auction Insights – Feature within AdWords which allows you to monitor PPC competitors


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• 100% Impression Share does not mean brand domination

• Before making any decisions on brand bidding check Auction Insights


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• Reveal how aggressive competitors and resellers are on your brand

• Competitor & resellers will increase your brand CPCs

• Weigh up opportunity cost of allowing resellers to bid on your brand


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4. Brand stagnation

• Brand interest has declined over time and is currently stagnant

• Move core brand budget to testing mediums that can drive incremental traffic


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4. Brand stagnation

Prospectingon display

RemarketingSearch & Display

Programmatic

Paid Social:FB, Twitter, Instagram

40% of Monthly

brand budget used to test

• Investing in other channels

• Allowing resellers more space on search

• No Loss of revenue

• Starting to see incremental traffic and sales


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5. Always be testing

Be a test gladiator!!


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• Stop bidding on core brand term

• Negotiate with top reseller to take over brand

• Pausing non / low converting brand keywords

• Test social channels

5. Always be testing


#DigitalDayBreak

To bid or not to bid on your brand?

Use Auction Insights

Test, test and

then test again

Invest in other

channels

Weigh up your

opportunity costs


#DigitalDayBreak

thank you


DOMINIC [email protected]@dgramatte@IgnitionOne

JOIN THE CONVERSATION


G ALSMEASUREMENT CHALLENGES FACING ITS EXECUTION

WHAT ATTRIBUTION MEANS TO MARKETERS

GETTING IT RIGHT

1 32


WHAT ATTRIBUTION MEANS TO MARKETERS

$£

€


OBSTACLES WE ALL KNOW


LACK OF (CENTRALISED) DATA & MEASUREMENT


MARKETER’S DILEMMA

Search

Email

Display

Web

Site

Proprietary & Confidential | © 2014 IgnitionOne, Inc. All Rights Reserved. 81

SIMPLIFIED

Search

Email

Display

Web Site

Single data store

Scoring

N A T I V EA C T I V AT I O N S

A U D I E N C E S Y N D I C A T I O N

SearchSocialEmail

DisplayWebsiteMobile

S I N G L E D A T A S T O R E

3rd PartyOnsite

BehaviorChannel Activity

CRM/TransactionChannel Activity

OfflineEngagement/Intent


MARKETERS NEED THE ABILITY TO ORCHESTRATE CUSTOMER EXPERIENCE ACROSS THE

CUSTOMER LIFECYCLE BY UTILISING

SEAMLESS DATA CONSOLIDATION

THAT MUST BE CENTRALLY MANAGED.


SCORE93

Interest:Location:

JeansManchester

+ Shoes

Device IDsTransaction data, PII

IgnitionOne

MaleSports Enthusiast£250K HHHomeownerDrives SUV

3rd Party

287450

CONNECTING THE CUSTOMER JOURNEY

673


GETTING IT RIGHT

• Data must be centrally managed. Data is a company’s most important asset in cross-channel marketing

• Decision makers must make cultural changes to align it with marketers

• Measurement approaches must match the flexibility necessary to accommodate cross-channel growth


DOMINIC [email protected]

WWW.IGNITIONONE.COMWWW.DIGITALMARKETINGSUITE.COM@IGNITIONONE


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thank you

winning the moments that matter

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