5 things you need to ask your media agency

5 Things YouShould Be AskingYour Media Agency

Webinar

© Global Red 2016. All rights reserved.

Marketing Cloud Gold Partner

Welcome

Today’s agenda:1. Welcome2. Introduction3. Set the stage4. 5 Questions5. Takeaways6. Next Steps7. Question Time

Introduction

Who are we?

MED

IA

RE

W

ARDS

ENGAGE

INSIG

HTS

Marketing Cloud Gold Partner

The Lifecycle Agency

Tim Penton

Set the stage

Tim Penton & Adam Garone

We believe that advertising isn’t about the channel or

the unit, but about the data.

The current challenges and objectives

Disparate data sources make it difficult or impossible to

attribute correctly and if you can’t attribute correctly you

can’t optimise correctly.

50% of display ads are

never seen

= Huge wastage in media and ad

serving

= Huge wastage in media and ad serving

Last click/impression attribution is a flawed metric

= Huge wastage in media and ad serving

30% of all clicks are fraudulent

= Reducing ROI and damaging

your brand

Campaigns are machine

optimised for clicks not conversions

= Results in poor campaign

performance

Ad Fraud

Viewability

Transparency

Top 5 Questions

Q1

Q2

Q3

Q5

Q4

How do you set up a media campaign to succeed?

How do I know you are being completely transparent as an agency?

Why should I care about my ad’s viewability? Why are you showing me this data?

How do I even understand all the ad tech available out there? If I don’t understand it how do I know it’s working?

How can you guarantee me I am achieving the max ROI?


Q1.

Translation: What are the things I should care about?

The answer is in the data

4 simple steps to success

Tag Everything

Measure Viewability Accurately

Attribute Fairly

Optimise Immediately

Tag everything first

Everythingis tagged!

YOUR SITE

Tags in yoursites header YOUR AD

OTHER SITEYour

ads aretagged

3APP

Your site Your adsYour emails Your mobile apps

YOUR SITE @ ADS

How do I know it’s been set up properly?

Another simple thing to ask is what is being

tracked and how is that data being used?

“Having the expertise of Global Red behind Dry July enabled us to deliver a more efficient, targeted campaign, with clearer and invaluable insights to the performance of our campaign.”

Brett Macdonald Dry July CEO & Co-Founder

Take aways

• Get the data correct from the start

• Find out from your agency:• How was the campaign set up

• What information are the tags gathering

• How is that data being used

• Align your KPIs with your business goals



Q2.

Translation: What are the things I should care about?

Where does their money come from?

Just google it

How to not get burnt by your agency & how to

avoid fraudsters.

Clients & Agencies need to work together to

improve transparency

Why should I trust you?

Educate your clients & make transparency your USP

It’s about educating your clients: when we tell you we are different it means

we act differently

Communicate your difference effectively and

show transparency in everything you do!

Agencies should report on viewability

Agencies: If you don’t know, don’t over report on

performance!

Take aways

• Ask youself: Do I know how my agency makes money out of my business?

• Agencies Ask: Do you communicate to your clients where you get your profit from?

• Clients & agencies need to work together

• Agencies need to focus on educating their clients and owning their transparency


Why should I care about my ad’s viewability?Why are you showing me this data?

Q3.

Translation: Isn’t viewability just another made up buzz

word?

Poll: Viewability, which camp are you in?

1. You don’t care as you are already hitting your KPIs

2. You are trying unsuccessfully to address it

3. You understand the importance but don’t know where to start

Accumedia™ Display→ Some agencies don't even measure it.

→ Some do, but don't do it correctly.→ Only Global Red can accurately attribute sales across digital channels

Conversions Total

Broken Model ✓ ✓ ✓ ✓ ✓ 5

Global Red ✓ x ✓ x ✓ 3

If an ad wasn’t seen it can’t influence a sale!

Should increasing viewability be your goal?

What is actually going to deliver real return?

Ad viewability

DSP(Demand side

platform)

Global RedTechnologyWAIT

User scrollswhere ad

unit is visibleAd server User sees ad

Viewable

Not Viewable

Listen out for the alarm bells

Do you want higher viewability or more

conversions?

By focusing on their actual KPI of increasing bookings:

Viewability increased Click to conversion rate doubled And CPA halved

Take aways

• Is viewability being measured in my campaigns? If not why not?

• Are you happy to pay ad serving fees on ads that are never seen?

• What are the most important metrics for your business to measure campaign performance?

Why should I care about my ad’s viewability? Why are you showing me this data?

How can you ensure I am achieving the maximum ROI?

Q4.

Translation: Are you just hitting my target or are you trying to blow it out

of the water?

Never stop optimising!!

4 simple stepsto success Maxium ROI

Tag Everything Measure ViewabilityAccurately

Attribute Fairly Optimise Immediately

=

You are missing clear multichannel attribution

of conversions

The answer is in the data

Ask your agency: What attribution model

are you using?

YOUR AD

DISPLAY AD REVIEWS SITE SOCIAL AD SEARCH ENGINEEMAIL




100%

100%

50%25%13%6%3%

50%50%

YOUR AD

YOUR AD

YOUR AD

FIRST TOUCH ATTRIBUTIONFirst contact point that brought the visitor to the site

LAST TOUCH ATTRIBUTIONLast touch is giving credit to the last interaction before arriving at the site

SIMPLE TIME DECAY ATTRIBUTIONA declining value, with the newest engagement getting the most

FIRST & LAST TOUCH ATTRIBUTIONEqual credit given to the first and last touch before a conversion

Generic attribution models


YOUR AD

LINEAR ATTRIBUTION

With a linear attribution model, each touch is treated as equally responsible for the sale

Global Red attribution modelUnderstand the whole path to conversion and the relative value of each channel

Our Agency Solution: Give your clients media

transparency today.

Now it’s time to optimise!

Make sure you test and learn first!

Optimisation in real-time

DisplayDisplay SocialSocialSearchSearch

47% decrease in CPL

800% increase in CTR

35% of leads activated in gyms

Take aways

• Don’t believe in last click attribution

• Ask yourself: could what you are currently doing be doing better?

• Use a control group and test test test!

• Optimisations should happen in real time or at least daily.

How can you guarantee me I am achieving the max ROI?


Q5.

Translation: What is programmatic buying?

The best places to go learn more:

Red Pen Blog Digiday Econsultancy

Ask lots of questions! Including these 5!

Encourage your clients to ask questions!

Ask for regular reports AND actually read them!

We up skilled our client

Included links to resources, took the time

to explain the technology and ran workshops

This approach helps to maintain a much stronger

working relationship

Take aways

• Go to digiday.com or econsultancy.com

• Ask loads of questions.

• Organise or request weekly WIP Meetings.

• Read the reports.

• Ask more questions!


Take aways

Take aways

• Get the data correct from the start

• Ask your Agency lots of questions

• Align your KPIs with your business goals

• Follow the 4 Simple Steps to Success

• Educate and empower your clients

Next steps

All Agencies Get a FREE 14 Day Trial of Accumedia

http://www.globalred.com.au/offers/accumedia-agency-offer

http://www.globalred.com.au/offers/accumedia-agency-offer

With your free trial you will receive:

Access to world first patented media and attribution technology.

1 x meeting with our Media team.

A comprehensive Media Report.

Brands do you have an agency already? Email

them about our Agency Solution today!

Do you need an agency? Or just like to hear the sound of Tim’s voice. Contact him today.

Tim’s Contact DetailsE: [email protected]

P: +61 2 9458 1830

M: +61 414 514 217

Question time

Thank you