Audience engagement across multiple customer moments - SES 2014

London • 10–13 February 2014 • #SESLON @SESConf

Ad Optimisation in

Multi-Channel Digital Advertising

Sam Fenton-Elstone iCrossing

Head of Media

London | 10–13 February 2014 | #SESLON | @SESConf

@sjfe @icrossing_uk

@sjfe @icrossing_uk

Ad Optimisation in multi-channel digital advertising

London | 10–13 February 2014 | #SESLON | @SESConf

@sjfe @icrossing_uk

Complex, marketing headache?

London | 10–13 February 2014 | #SESLON | @SESConf

@sjfe @icrossing_uk

Shopping Feeds Biddable Media

Premium Display

Search

In Game Re-targeting Bought Social In App

London | 10–13 February 2014 | #SESLON | @SESConf

@sjfe @icrossing_uk

From 5% to 66%

By 2016 smart TV ownership will rise

MediaTel, February 2013

London | 10–13 February 2014 | #SESLON | @SESConf

@sjfe @icrossing_uk

Percentage of Brits who watch TV with a second device (smartphone & tablet) in hand

BSkyB & YouGov research, cited: http://www.guardian.co.uk/technology/appsblog/2012/oct/29/social-tv-second-screen-research

75%

London | 10–13 February 2014 | #SESLON | @SESConf

@sjfe @icrossing_uk

Second screeners on social networks

48%

London | 10–13 February 2014 | #SESLON | @SESConf

@sjfe @icrossing_uk

10.7 hours a day with all forms of media

5.6 hours on digital

http://www.globalwebindex.net/online-time-now-exceeds-offline-media-consumption-globally/

London | 10–13 February 2014 | #SESLON | @SESConf

@sjfe @icrossing_uk

@sjfe @icrossing_uk

“If you can't explain it to a six year old, you don't understand it

yourself.”

– Albert Einstein

London | 10–13 February 2014 | #SESLON | @SESConf

@sjfe @icrossing_uk

Audiences are the same as they ever were…

London | 10–13 February 2014 | #SESLON | @SESConf

@sjfe @icrossing_uk

Tip #1 Think Audience, not channel.

London | 10–13 February 2014 | #SESLON | @SESConf

@sjfe @icrossing_uk

Context Where the message is seen

Demographic signifiers What can be inferred about the audience

based on the context

Historic ‘targeting’ focused

on identifying loudest signal of implied

intent

London | 10–13 February 2014 | #SESLON | @SESConf

@sjfe @icrossing_uk

13

Intent signals are multiplying & becoming readable…

Your purchases…

Your browsing… Your sign ups…

Your likes… Your access …

Your network… Your location…

Your device…

London | 10–13 February 2014 | #SESLON | @SESConf

@sjfe @icrossing_uk

There are many intent signals…

London | 10–13 February 2014 | #SESLON | @SESConf

@sjfe @icrossing_uk

Search Social Retargeting Display

London | 10–13 February 2014 | #SESLON | @SESConf

@sjfe @icrossing_uk

Search Social Retargeting Display

London | 10–13 February 2014 | #SESLON | @SESConf

@sjfe @icrossing_uk

There are many in-between…

London | 10–13 February 2014 | #SESLON | @SESConf

@sjfe @icrossing_uk

Simplfy machine

Tip #2 Simplify the machine.

London | 10–13 February 2014 | #SESLON | @SESConf

@sjfe @icrossing_uk

Audience Access

London | 10–13 February 2014 | #SESLON | @SESConf

@sjfe @icrossing_uk

Spend > £2m

Spend > £1m

Spend < £1m

London | 10–13 February 2014 | #SESLON | @SESConf

@sjfe @icrossing_uk

Tip #3

Identify the signals that matter

London | 10–13 February 2014 | #SESLON | @SESConf

@sjfe @icrossing_uk

London | 10–13 February 2014 | #SESLON | @SESConf

@sjfe @icrossing_uk

Relevant

Efficient

Actionable Lasting

London | 10–13 February 2014 | #SESLON | @SESConf

@sjfe @icrossing_uk

Tip #4

Is your business built to deliver this?

London | 10–13 February 2014 | #SESLON | @SESConf

@sjfe @icrossing_uk

CMO

Head e-Com

SEO Manager Paid Search Manager

Affiliate Manager Email Manager

Head Marketing

Brand Manager Digital Marketing

Manager

Display Manager Social Media Manager

Budget Results

Data Strategy

Budget Results

Data Strategy

London | 10–13 February 2014 | #SESLON | @SESConf

@sjfe @icrossing_uk

Audience Analysis

Audience Engagement

Audience Acquisition

Brand Amplification

Marketing

Brand structure with Audience at its core

London | 10–13 February 2014 | #SESLON | @SESConf

@sjfe @icrossing_uk

Typical Agency structure

PPC SEO MEDIA CREATIVE INSIGHT

London | 10–13 February 2014 | #SESLON | @SESConf

@sjfe @icrossing_uk

Typical Agency structure

PPC SEO MEDIA CREATIVE INSIGHT

PPC SEO CREATIVE

CONTENT, COMMUNITY, ART & DESIGN

INSIGHT

AUDIENCE ANALYTICS

VISIBILITY & AMPLIFICATION

SEO, PPC, MEDIA, SOCIAL, CRM

London | 10–13 February 2014 | #SESLON | @SESConf

@sjfe @icrossing_uk

Think Audiences not channels

Unify buying platforms

Keep it REAL

Take advantage of the opportunities

London | 10–13 February 2014 | #SESLON | @SESConf

@sjfe @icrossing_uk

@sjfe @icrossing_uk

Audience engagement across multiple customer moments

London | 10–13 February 2014 | #SESLON | @SESConf

@sjfe @icrossing_uk

@sjfe @icrossing_uk

Thank you.

@sjfe @icrossing_uk

01273 827 700