Content Marketing • Best Practices in Development and Distribution
BEST PRACTICES IN ONLINE
What We Plan to Show You Today • How the industry has evolved • Digital media channels and what to look for • New targeting • New old tactics • New analytics
DIFFERENTIATORS
+ xxx
In the beginning…
…Life was simple.
Advertiser and Publisher negotiate rate and budget to show an ad for a given period of time.
…Life was simple.
More parties to deal with / higher cost to attain reach / higher overhead / more headaches
…Life WAS simple.
Networks aggregate site inventory into a single package
Cons: Advertisers: Less transparency and precision with pubs and audience Publishers: Still a large amount of unsold inventory
…Life WAS simple.
Exchanges create marketplace for real-time bids for inventory
Pros: Advertisers: Greater site flexibility; lower cost
Cons: Advertisers: Need technology to manage multiple exchanges
Publishers: Sold more ad space
Publishers: Difficult to manage profitability
Computers fix any problem.
Programmatic uses software to purchase digital ads
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Focuses on the audience rather than the site Centralizes point of access for inventory Access to robust data for better decisions
We’ve created a monster.
It only gets worse
Programmatic is Here to Stay
TARGETING
What is “Big Data” really? Big data is a buzzword, or catch-phrase,… used to describe a massive volume of both structured and unstructured data that is so large it is difficult to process using traditional database and software techniques. DIFFERENTIATORS
+ 1st Party Data xxx
2nd Party Data
3rd Party Data
What are these data sets?
1st Party – You Own
2nd Party – Siloed
• Web Traffic • CRM Data • Consumer Lists • Intercept Surveys
• Ancillary campaign information • Analytics • Adwords • Meta-data
3rd Party – Bought • Data Marketplaces • IXI • BlueKai • Lotame
Look-a-Like Prospecting
Pooled from site, and CRM Databases and conversion goals
Your first-party data sources (website Traffic and CRM/Email database) are the highest quality targeting criteria available. We pair that data with our 3rd party user data to identify ‘look-a-like’ audiences that mirror the traits and activities of your high value audiences. We serve custom targeted messaging to these audiences specific to their buyer behaviors.
THE TACTICS
Online Display
What to Know • Average: .02% - .1% CTR • Multi-functional • Branding • Direct response
Results: A lean-forward audience that won’t skip your commercial! your :15 or :30s spot plays.
Your video ad here
Content Activation
Native Advertising
What to Know • Average: 1.6% CTR (click to story) • Average: 80 sec in story HEADLINE • Brand awareness building Matched to the look & feel • Click-to-article may not be a significant driver of traffic to site
of each publication
• Cross-platform
RELEVANCE
Contextually relevant with surrounding content
Native Advertising
Email Blasts (3rd Party)
What to Know • Average: 15% - 25% Open Rate • Average: 1% - 4% Click through Rate • Multi-functional • Branding • Direct response
• Cross-platform
Search Marketing
What to Know • • • • •
Average: 1% - 2% CTR Average: $.40 - $1.00+ CPC Direct Response Last touch attribution Managed Services • Flat Fee • % of Media
Social Advertising
What to Know • Right-rail & In-stream units • Multi-functional • Branding • Direct response
• FBX v. Self-Service • Managed Services • Flat Fee • % of Media
Website Retargeting
CRM Retargeting
Cross-Device Retargeting
Device seen frequently nights and weekends in the same residence
Attributes devices to anonymous user graph
Continues to retarget users across all devices
Segmented Site Retargeting Track non-converting site traffic and retarget with custom messaging based on geography and the user’s implied interests (click-activities).
Retarget “Places to Stay” page views with custom hotel/resort messaging
Includes Geographicsegmentation retargeting (in-market v. out-of-market v. Canada)
Retarget “Explore Idaho” Section visitors with creative relevant to specific regions viewed
Retarget Contest entrants with unique time-sensitive offers & deals
Engaged Audience Retargeting
User watches branded pre-roll video User is retargeted with call-to-action or co-op partner display ad for next 30 days
Target your banner advertising impressions to follow users searching specific keywords Conquest competitors by targeting competitive brand names/products
Target by keywords featured in blog/article Conquest competitors/markets by targeting stories about competitive products/brands
Hilton Minneapolis
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User searches for select keywords of interest (brand names, product categories)
Keyword Conquesting
How it works: Target keyword searches:
Target page content (contextual):
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• •
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Target your banner advertising impressions to follow users searching specific keywords Conquest competitors by targeting competitive brand names/products
Target by keywords featured in blog/article Conquest competitors/markets by targeting stories about competitive products/brands
2
Ad appears on top-tier publishers following search or aligned with contextually relevant content
THE ANALYTICS
New ways to measure
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Use multiple complementary KPIs – move beyond CTR
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Develop conversions goals on the site •
Not just Visitor Guide Downloads & Email Signups
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Visits to multiple pages – things to do, hotels, events, etc.
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On-page engagement
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Traffic growth during campaign (Media Mix Modeling)
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Downstream engagement
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Engagement within the ad unit
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Real-world conversion metrics
Multi-page engagements
On-page activity tracking
Downstream actions 1
Person sees or clicks on your ad
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Person goes to your site
3
Person clicks on a link out to a partner page
4 Tracking captures
click out to external partner site 5 Reporting ties ‘click-
out’ back to original media impression and attributes value (ROI)
Creative Engagement
Real world conversion metrics
Geo-location w/in 4 ft.
x In Shopping center, sitting In Shopping District, the back the Store In in Michael Kors, of In Front of Store
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Measures consumer location signals at a precision of 4 feet or less.
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This uniquely enables brands to measure physical presence in their specific stores resulting from their digital media marketing efforts.
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Location conversion reporting available via dashboard.
How it works
User is exposed to advertising / content (tracked across all devices)
User travels to destination
Technology tracks user location in-market
Arrival tracked back to origin destination & ad exposure(s)
Case Study
Additional Applications
Targeted Direct Mail
Competitor Subscriber Household Data
Mobile to Household Match
Location Conversion Measurement
Additional Applications
OOH Media
OOH Ad Exposure Mapped to Mobile Devices via Location Data
