Digital media suffers from substantial decays in effectiveness over time. Despite this, the ROI often outstrips more traditional media, but for how long? Delivering relevance can provide a powerful tool for extending the life of a channel or campaign (and making it more effective in the first place). In this paper, we look at the challenges with identifying customer intent and matching this with real-time, relevant communications at enterprise scale. Demonstrations of ad verification and intelligent digital platform capabilities explore how relevance at scale can be delivered and the observed impacts on business outcomes.
- 1.Leveraging the last millisecondJason Juma-RossMarcus
Verrall@ideasoc @MarcusVerralliStrategy Sydney, April 2013Copyright
2013 Accenture All Rights Reserved. Accenture, its logo, and High
Performance Delivered are trademarks of Accenture.
2. 2.5m display ads/5 secs 1average user served1,707 banner ads
per month2>30% dont get seen3standard banner 0.04% ave CTR41. An
estimated 169 display impressions served per millisecond: 2,470,588
in five second2. & 3. US Internet Users, ComScore4.
DoubleClickCopyright 2013 Accenture All Rights Reserved.2 3.
Investment continues to pour into digital: forgood reason!$000s2012
Australian Media Spend & YOY ($24m)4,000,000
$516m3,000,000($476m)2,000,0001,000,000($18m) $21m$11m $8m($41m)0
Television PressMagazinesRadioCinemaOut of Home Direct Mail
DigitalROIBasis 25% 8%(example) (2%)(28%)(60%) (10%)Source: AQX
Monthly, Jan 2011 Jan 2013, IAB Online Advertising Expenditure
Report, Dec 2012, Accenture analysis: APAC region.Copyright 2013
Accenture All Rights Reserved.3 4. Use of automated tools to
procure onlineReal Time advertising, one impression at a time, at
scale, basedon the unique characteristics of a granular
targetBidding audienceConvergence Ability to procure media packages
that consist ofcombined inventory from both traditional and
digitalBuying (again)channelsPay for Outcome based buying, allowing
advertisers toprocure clicks, leads, enquiries, opportunities
toPerformance quote, bookings,Copyright 2013 Accenture All Rights
Reserved.4 5. Advertiser Customer CustomerEffectivenessNovelty
RelevanceReal TimeBiddingConvergenceBuying (again)Pay
forPerformanceCopyright 2013 Accenture All Rights Reserved.5 6.
Novelty: Long term decline in banner CTRs 100%80% 78% CTR, HotWired
199460%40%0.1% 0.05%20%0.04% 0.5% CTR AdKnowledge Online
0.03%10%Advertising Report 1st Quarter 2000 0.02%c. 5%, 19975%
0.01% 199019952000 2005 2010 2015ClickZ 2001, Are Click-Through
Rates Really Declining?,
http://www.clickz.com/clickz/column/1706011/are-click-through-rates-really-decliningAndrew
Chens Law of Shitty Clickthroughs,
http://andrewchen.co/2012/04/05/the-law-of-shitty-clickthroughs/#Copyright
2013 Accenture All Rights Reserved.6 7. The law of shitty
clickthroughs is a generalphenomenonSite retargeting clickthrough
rate decline over a five month period. Source:
http://andrewchen.co/2012/04/05/the-law-of-shitty-clickthroughs/Copyright
2013 Accenture All Rights Reserved. 7 8. How can we improve this
situation in thenew RTB enabled environment?1.Cut through: Great,
low-cost creative2.Audit: verify what you got3.Relevance: extend
the fall off in theclickthrough curve by targeting intentCopyright
2013 Accenture All Rights Reserved. 8 9. Chevvy: Happy
GradSuperBowl XLVISource: SuperBowl XLVI, 2012 MoFilmCopyright 2013
Accenture All Rights Reserved. 9 10. Use fast transients to deliver
relevance &extend the useful life of advertising vehiclesSearch
Display MediaKWG 1 KWG 2KWG N Seg 1 Seg 2 Seg N de-averagingDynamic
Landing PagesProduct/Detail Pages Integrated data Intelligent
conversion paths Checkout / Conversion Industrialised automation
& decisioningCopyright 2013 Accenture All Rights Reserved.10
11. Challenge the high cost of complexityattached to delivering
relevanceCustomers demand a more granular and continuous content
and functionalitydevelopment cycle than is possible in the current
paradigmNew Paradigm Complexity DimensionsPlatform
based,componentised dev.,5 Cust. Segments12,150 Treatments flexible
architecture withanalytics linking2,430content, usage, and3
Channelsvalue+Relevance6 Regions 810Current Paradigm135 Monolithic
web27 Brands development & digitalCurrent supply chain.
Analytics5 Treatmentsused primarily for5 Product
categoriesreporting purposes1 Treatment Unit Delivery Cost
+Copyright 2013 Accenture All Rights Reserved. 11 12. Ad Banner
BuyerDEMOAudit: scans publishersites to track whereyour and
yourcompetitors inventoryappears Semi-automated intelligent
platform optimises for intent in real timeDEMOCopyright 2013
Accenture All Rights Reserved.end 12 13. ABBACopyright 2013
Accenture All Rights Reserved. 13 14. ABBACopyright 2013 Accenture
All Rights Reserved. 14 15. Google Search Result (Actual)Copyright
2013 Accenture All Rights Reserved. 15 16. Google Search Result
(DEMO)Copyright 2013 Accenture All Rights Reserved. 16 17. Visitor
ContextCopyright 2013 Accenture All Rights Reserved. 17 18.
Optimised Landing PageCopyright 2013 Accenture All Rights Reserved.
18 19. Facebook IntegrationCopyright 2013 Accenture All Rights
Reserved. 19 20. Optimised Product PageCopyright 2013 Accenture All
Rights Reserved. 20 21. Optimised Product Page Visitor
ContextCopyright 2013 Accenture All Rights Reserved. 21 22.
LaggingLeading Emerging STATIC ONE-SIZE FITSPERIODIC,
EMPIRICALLY-AGILE, INTELLIGENTALL WEB SITESDRIVEN ITERATIONDELIVERY
Search Social Display Personalisation (HTML)Web SkinCore Systems
Componentised(Aligned)(HTML Layer)ArchitectureSearch Social
DisplayFoundationalComponentsIntelligence Driven(Analytics)
IntelligentAdaptationAnalyticsApplications,(Reporting)
transactional, and service platformsCustomerData CloudCopyright
2013 Accenture All Rights Reserved.22 23. Relevance = business
de-averaged 1960198020002020 Broadcast ParadigmIntent Paradigm
CampaignsDemand CampaignDemand Profile Profile Population
PopulationDemog.Simple SingleUniformIntentMultiple Fragmented
CampaignSegmentOfferChannel CampaignSegmentsOffersChannels
RelevanceLocal Mobile Social Bundle Search WebeDM/DMIPTV,
etcHindsight based business Relevance, scale, & speedCopyright
2012 Accenture All Rights Reserved.23 24. c.1bn display ads/30
minsaverage optimised250 conversions500 conversionsROI x2Copyright
2013 Accenture All Rights Reserved. 24 25. Thank youJason Juma-Ross
Marcus VerrallRegional Managing DirectorDigital DirectorAccenture
Interactive Accenture [email protected]
[email protected]@ideasoc@MarcusVerrallCopyright 2012
Accenture All Rights Reserved.25
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