Embed Size (px)
Citation preview
Building a Brand with Programmatic
AdvertisingJoel Nierman,
VP Media & Digital Strategy, Liquidus Marketing
October 20, 2014
Agenda
• Introductions, Overview & Setting Context• Business Goals -> Marketing Goals -> Digital KPIs• Digital Media Measurement: How do I know this actually worked?!• Managing Viewability & Fraud• Targeting, Waste & The Plump Middle• Data Management• You can do this all yourself, but should you? The Pro’s and Con’s of
“Taking it In-House”
Introductions
(Not My Wife)
MayIHaveThisDance Winter ShowcaseDecember 2008
Annoyance Theater 25th Anniversary Show June 2012
Background & Context
*This is a thought starter, not a how-to
ONE
Programmatic is an operational and process change.
It is not a marketing or advertising strategy.
TWO
Programmatic is hard.
But that’s OK, as long as you are ready for it to be hard.
THREE
You are going to get what you pay for.
There are no bad impressions, just bad valuations.
Business Goals -> Marketing Goals -> Digital KPIs
Classic “What Type Are You” Split
Brand Advertisers Direct Response (“DR”) Advertisers
Classic “What Type Are You” Split
The split doesn’t exist anymore. Everything you do has a result.
Sometimes that result is clear and direct. Sometimes it is not.
The key is measuring the results you want to get appropriately.
CategoryProduct
Brand
DR
Creating Category Demand:Opening New Markets
Capturing Product Demand:Trad. “DR” advertisers
Creating Product Demand:New Product Launches
Capturing Category Demand:Trad. Brand Advertisers
Marketing Goal Quadrant
CategoryProduct
Brand
DR
Creating Category Demand:Opening New Markets
Capturing Product Demand:Trad. “DR” advertisers
Creating Product Demand:New Product Launches
Capturing Category Demand:Trad. Brand Advertisers
Marketing Goal Quadrant
Awareness Lift
Affinity Lift
Intent Lift
Video Views/Completes
Ad Interaction
App Downloads
E-commerceForm Fills
Site Visits
Digital Media Measurement:How do I know this actually worked?!
Digital Ad Attribution Development
Clicks Site Activity Last Click Attribution
Last Action Attribution
Multi-touch Attribution
Most Advertisers are here.
Digital Ad Attribution Development
Clicks Site Activity Last Click Attribution
Last Action Attribution
Multi-touch Attribution
BENCHMARKING
Benchmarking Explained
Control: PSA Ad Exposed: Brand Ad
∆Brand Survey
SalesSite visits
ConversionsPhone Calls
etc….
Benchmarking Case Study: Kia DepotGoal:• Drive Vehicle Detail Page (VDP)
Visits
Targeting:• Geo-targeting to Business Radius• Behavioral to In-market Auto
Shoppers
Benchmarking Case Study: Kia DepotPSA Ad:• 70,367 Impressions• 73 clicks • 7 total VDP visits
Kia Depot Ad:• 282,405 Impressions• 66 clicks • 145 total VDP visits
Benchmarking Case Study: Kia Depot
PSA 4.4x* more effective in driving clicks.
*Normalized for volume
Benchmarking Case Study: Kia Depot
PSA 4.4x* more effective in driving clicks.
Kia Depot Ad 5.1x* more effective in driving VDP Views.
*Normalized for volume
Benchmarking Case Study: Kia Depot
In-Market Auto Shoppers exposed to just 1 Kia Depot ad were 416% more likely to visit a Vehicle Detail Page at
KiaDepot.com.
Break
Managing Viewability & Fraud
Death & Taxes
1. Some of your ads will be served via fraudulent actors.
2. Some of your ads won’t be seen by humans.
3. Most of your ads won’t get clicked on.
Measuring Ad Viewability
The Media Ratings Council (MRC) has defined a viewable ad as:
• A display impression with 50% of the ad in-view for 1 second.
• A video impression with 50% of the ad in-view and 2 continuous seconds of playtime.
Measuring Ad Viewability
Plus, there are more problems:
• Viewability Metrics come out differently depending on which tech vendor used.
• Video Viewability can only be measured on ~30% of pre-roll impressions.
The Grand Tale of Fraud & ViewabilityThese are stories we tell as an industry to get approval from the people
that need to give it.
What tech companies you work with, how you work with them, and how much you work on Fraud and Viewability is going to depend on the
story you need to tell in your organizations.
Targeting, Waste & The Plump Middle
John Wanamaker’s Industry Obsession“Half the money I spend on advertising is wasted; the trouble is I don't
know which half.”
Digital advertising solves Wannamaker’s dilemma.
The Digital Advertising Targeting Promise
The Incredible Shrinking Target
Optimization 1: Underperforming Domains
Optimization 2: Adjusting Behavioral Segments
Optimization 3: Removing Secondary Target
Optimization 4: More Domains Axed
Optimization 5: Time of Day/Day of Week
Optimization 6: Adding details against primary
target
The Wanamaker Inversion
“The best advertising is written for a very small group of people, and the rest of us just happen to overhear it.”
Finding The Plump Middle
1. Take results from your most successful, mildly successful and not successful campaigns.
2. Find the minimal pairs of data that indicate success/failure.
3. Use those data to build new segments to target.
Never Stop Prospecting
Programmatic has the data – and capabilities to learn from that data – to prospect smarter and more efficiently.
Data Management
Data Is Your Most Valuable Marketing Asset
“Grocery store chain Kroger pulls in over $100 million a year* selling data to its CPG vendors.”-Gartner Analyst Douglas Laney via WSJ, 10/12/14
*estimate
How Deep Can You Go?
• Level 1: Basic Site Traffic Data• Pixel your owned properties and use that data to do simple segmentation,
targeting, creative decisioning and audience modeling.
• Level 2: Custom Site Traffic Data• Same as above, but data is flexible so custom segments can be built and
traffic patterns analyzed in near realtime.
• Level 3: Integrate wider Organizational Data• Use CRM databases, digital sales/conversion data, point-of-sale data,
customer data profiles, etc.
You can do this all yourself, but should you? The Pro’s and Con’s of “Taking it In-House”
Considerations In-House Outside Partner
Skillset/Talent Need to Build/Hire. Can be difficult to acquire the necessary talent.
Talent & skillset already exists.
Technology Need to evaluate and select technology partners. Need to integrate into existing Corporate IT and Technology infrastructure.
Technology is already established (built, bought or partnered). Still need to integrate into corporate infrastructure, but that scope is smaller.
Transparency & Ownership Fully transparent. Full ownership of contracts, relationships and data.
Some costs not transparent. Contracts, relationship and all non-1st-party data owned by outside company.
Cost Significant initial investment. Long-term cost savings.
Lower initial investment. Continued premiums over long-term.
Speed to Market, Industry “Grease”,Flexibility & Connections
Less flexibility once programmatic ecosystem is established. Slower speed to market. Less capability to grease the industry wheels.
More flexibility, faster speed to market, more capability to get favors/priority.
Sweat Equity vs Existing Expertise
Discuss.
What We Didn’t Cover
• Cross-Device Targeting & Measurement• How to Select Outside Partners: Agencies, Technology Firms, etc.• Optimization Best Pactices• Mobile-specific Topics• Deal ID, Private Marketplaces, Programmatic Direct• TV: Connected, Programmatic, etc• Anything about Creative
Fin.
