[Webinar] BIG ROAS- Direct Response + Brand Awareness

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BIG ROASDirect Response + Brand Awareness for Programmatic Performance

Evan Barocas | Point it Digital MarketingDirector of Display Advertisingwww.pointit.com 03.09.2015

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Housekeeping Slide

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About Point It

World-Class Clients

Our Services

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Tweeting Along?

#programmatic #bigroas@EvBarocas @Point_It

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Today’s Presenter

Evan BarocasPoint It Digital MarketingDirector of Display Advertising

About Evan

Driven to execute effective and efficient

campaigns, Evan manages the strategy, planning,

implementation and optimization of display

campaigns at Point It. Drawing on eight years of

experience in national politics, Evan applies his

strong analytical instincts and deep knowledge of

media planning and optimization to his client’s

success.

Learn more at www.pointit.com

5 #programmatic #bigroas | @EvBarocas @Point_It

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Agenda

The Challenge1 ROAS Goals in Action4

What’s Happening?2 Q&A5

Why it’s Working3

#programmatic #bigroas | @EvBarocas @Point_It

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Looking for new ways to generate efficient marketing performance?


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Wondering how you can achieve and exceed your

ROAS goals?


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The Programmatic Foundation

Low Cost Access to High Value Users


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Cost Transparency

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Cost Transparency

Centralized Ad Buying and Measurement

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The Challenges


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CHALLENGE #1: KPIs, KPIs, KPIs

Presenter

Presentation Notes

Create efficient revenue through digital marketing channels

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CHALLENGE #2: Same Budget, Higher Expectations

Presenter

Presentation Notes

Push potential customers quickly to the bottom of the funnel while meeting strict ROAS requirements.

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CHALLENGE 3:Explore New Channels

Presenter

Presentation Notes

Fresh and innovative online marketing strategies Identify not only the customers who have relationships with the brand but also potential customers

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What’s Happening?


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Traditional Funnel

Top of funnel:• Raise brand

awarenessBottom Funnel:

• Remarket to non-converting audiences

Strategy


$$$$

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New Funnel


BRAND INITIATIVES ADVERTISING THOUGHT LEADERSHIP CONTENT MARKETING SOCIAL MEDIAADVERTISING EVENTS THOUGHT LEADERSHIP BRANDING PUBLIC BRAND INITIATIVES ADVERTISINGTHOUGHT LEADERSHIP CONTENT MARKETING SOCIAL MEDIA ADVERTISING EVENTS THOUGHTLEADERSHIP BRANDING PUBLIC ADVERTISING EVENTS THOUGHT LEADERSHIP CONTENT MARKETING

BRAND INITIATIVES ADVERTISING THOUGHT LEADERSHIP CONTENT MARKETING SOCIAL MEDIAADVERTISING EVENTS THOUGHT LEADERSHIP BRANDING PUBLIC RELATIONS BRAND INITIATIVESADVERTISING THOUGHT LEADERSHIP CONTENT MARKETING SOCIAL MEDIA ADVERTISING EVENTSTHOUGHT LEADERSHIP BRANDING PUBLIC ADVERTISING THOUGHT LEADERSHIP CONTENT MARKETI

YOUR BRAND STREAM

COMPETITOR’S BRAND STREAM

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Awareness Understanding Consideration Purchase

Presenter

Presentation Notes

Better data and technology allow us to close the gap between traditional brand advertising (top of the funnel) and direct response (bottom of the funnel) Target bottom funnel in-market consumers who have NOT engaged with your brand yet Optimize towards conversions and reinvest in high performing audiences

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Why it’s working

2020

Abundance of Data

• Identify and activate user intent through 1st, 2nd and 3rd

party data sources

• Enables ability to target in-market consumers at the bottom on the purchasing funnel

Centralized Ad Buying and

Measurement

• Demand Side Platforms centralize ad buying and measurement to allow for attribution modeling and smarter, real-time investing

Cost Transparency

• Access to the highest value users through the lowest cost premium ad inventory.


Why it’s working

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ROAS Goals in ACTION

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Case Study: Microsoft Store Canada


Presenter

Presentation Notes

Solution: Centralize targeting data, ad buying and measurement in one platform Target in-market holiday shoppers during key eCommerce holidays Real-time reinvestment towards high performing audiences

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Questions?

#PSAMAchat

Join us for a twitter chat in partnership with the Puget Sound American Marketing

Association.

TOPIC: Future of AdTech

April 6th @ 1:00pm

Register atpointit.co/futureofads_tw

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