turning challenges into opportunities in … ad spend growth to accelerate 4.7% in 2018 (warc) key...

/ TURNING CHALLENGES INTO

OPPORTUNITIES IN UNCERTAIN TIMES

ACROSS PAID SEARCH, DISPLAY AND

AUDIENCE INSIGHTS

HANNAH KIMUYU

Director of Paid Media

Hannah has over seventeen years’ of digital experience, and was

crowned the 2015 Google and IPA Search Superstar thanks to her

innovation in technology and determination to keeping

Greenlight ahead of the curve. Hannah has been a key innovator

in diversifying Greenlight’s paid media and data insights offering,

having led the agency towards retargeting, audience insights,

display, and paid social advertising, at a time when other

agencies saw those innovations as a fad.

ANGELA KNIBB

Head of Paid Search

Angela has been working in paid media since 2010. She manages

a large team of international paid media specialists, overseeing

our training, development and progression plans, while also

being a key escalation point for strategy or challenges. Angela

has experience devising, advising on and leading a multitude of

verticals across paid search and paid social, with a strong

background in fast-paced international fashion retail.

OPERATING IN CHALLENGING TIMES

Consider international

expansion

Target the right audience more

effectively

Integrate with the wider

channel mix

UK AD SPEND

Mobile accounts for

nearly 25% of digital

spend

International advertisers

winning 12% more UK

auctions since Brexit vote…

…with 7% CPC drop

Predicted to grow 0.3%

in 2018 (IPAs

Bellwether report)

Over 10% of advertisers

allocate more than 50%

of their marketing

budgets to digital

GBP IS TRENDING DOWN

INTERNATIONAL CONVERSION

UPLIFT

Weakened GBP increases our

competitiveness

internationally

INCREASED DOMESTIC

COMPETITION

Strengthening USD

UK market more affordable to

international advertisers

Increasing conversions for UK

retailers in other markets

/ GOING INTERNATIONAL

CUSTOMER EXPERIENC

E

PLATFORMS

EXPERTISE DATATECHNOLOGY

GLOBAL AD SPEND GROWTH TO ACCELERATE 4.7% IN 2018 (WARC)

KEY CONSIDERATION POINTS

/ EUROPEAN MARKETS

HISTORIC BENEFITS OF EXPANDING TO EU MARKETS

FUTURE BENEFITS

FOCUSING ON EMEA

Trade links

Freedom of movement

Geographically close

Spend in Western Europe grew by just 0.2% YoY

2.6% growth in ad spend predicted for 2018 in western Europe (WARC)

8.4% growth in ad spend in central and eastern Europe

/ INTERNATIONAL MARKETS

2018 GROWTH PREDICTIONS (WARC):

• 5% ad spend growth in North America

• 6% ad spend growth in Asia-Pacific

2017 FACTS

• Chinese ad spend increased 4.7% YoY (41% of Asian market)

• Latin American ad spend increased 9.4%

THE INTERNATIONAL MARKET IS WIDE OPEN!

UK advertiser conversions have grown 10-20% since Brexit vote

/ AUDIENCE TARGETING

SimilarUsers

Site engagement

Third Party Data

Relationship Status

RLSA

Customer Match

Age

Gender

Income

In

Market

First Party Data

Second Party Data

Interests Affinity Interests

Cookie Data

DMP

Remarketing

Custom Audiences

Job Title

Credit History

Financial History

Behavioural

Contextual

Content Engagement

Category

Topic

Job Seniority

Industry

Fans

Followers

CRM Data

Device

Location

AUDIENCE TARGETING HAS COME A LONG, LONG WAY

/ THINK BIGGER THAN JUST PAID SEARCH

PAID SEARCH CAPTURES EXISTING DEMAND, OTHER CHANNELS…

/ ALIGN YOUR CHANNEL STRATEGIES

WORK TOGETHER, NOT AGAINST EACH OTHER

”In the middle of every difficulty lies opportunity”

- Albert Einstein

GreenlightDigitalLtd

@GLDigital

Greenlightdigital

greenlight

www.greenlightdigital.com

The Varnish Works, 3 Bravingtons Walk, London, N1 9AJ | +44 (0)20 7253 7000 info@greenlightdigital.com