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Digital Australia Market Update Session #2 March 2014.

Author: Damus Chu, Owner & Director

Agency: Pug Life Ad Solutions

Prepared: Wednesday, 9th April 2014

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Agenda.

Google Partners Master Class - Top 10

Sales Force 1 World Tour – Top 10

Roy Morgan State of the Nation – Top 10

Nielsen Digital Landscape – Top 10

Sizmek Global Digital Benchmarks – Top 3

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Google Partners Master Class Top x10.

Getting the inside scoop on a brand new AdWords feature. Discover how to make the most out of Google Tag Manager & Google Shopping. Understand the latest and greatest in digital measurement.

Shed 14, Central Pier, 161 Harbour Esplanade, DocklandsTuesday, 25th March 2014

1. Brand endorsements from 3rd party reviews to show up in the search by using Consumer Ratings Annotation under Reviews Extension.

2. Track offline conversions using the Google Click Identifier (GCLID) downloaded from AdWords to match contact details with call centre / in-store sales.

3. Call Tracking - available soon to measure completed / missed / received and call seconds (from mobile)

4. Display Banner Active View - check this box to ensure that you only pay for ads when 50% or more of it is seen for more than 1 second.

5. Monitor app downloads by linking GA with AdWords by "Enable Auto-Tagging.

Source: Google Partners Master Class - http://goo.gl/86a8SN

6. Product Listing Ads ideal and strongly encouraged for all e-commerce sites/brands. This is still considered a first-mover opportunity.

7. Google Tag Manager which is free to manage multiple tags on your website. Benefits include: data capture accuracy, reduce page load time, governance, and reduce cost to IT.

8. Attribution models to realise interactions/touches of all channels before the final conversion is attributed to last click. This will show importance of media channels in the higher section of the purchase funnel such as Social and Display.

9. Consider mapping search hits by time of day with your phone bill time of day usage to see any correlation between searches to contacting your call centre.

10. UTM URL builders to identify in GA the source, medium, term, content and name.

Source: Google Partners Master Class - http://goo.gl/86a8SN

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Sales Force 1 World Tour Top x10.

Hear from salesforce.com executives and local customers on how the fastest growing small and medium sized companies are bringing together all aspects of their business in one place to boost sales performance, enhance customer engagement and achieve business success.

Palladium at Crown, Level 1, Crown Towers, 8 Whiteman Street, Southbank

Wednesday, 26th March 2014

1. Importance of becoming a "customer company" by creating 1:1 conversations. Mobile device can enable these conversation especially with 5 of 7bn world population owning a mobile. 4.5bn on social networks - Vivek Kundra

2. Connect your various stakeholders;

a) Developers will have x10 more API coverage,

b) Employees can login enterprise app to e-print / 'docu sign' Purchase Orders and invoices on the go,

c) Administrators will grant login access and unlock users on the go

d) Customers will find closest vendors / stores / tradies /etc.."around me" be able to find 1:1 support and access potential solutions beside the query logged

3. HP saved $30/document thanks to "#DocuSign" improving payment by 30 days

4. +20% increase in revenue using Sales Cloud (Google, Burberry, NAB & Westfield), and significant improvement in customer service using Service Cloud

Source: Sales Force World Tour 1 - http://goo.gl/15NNMC

5. Hills Hoist, an iconic Australian brand now heavily focused on electronics, technology & security - built a CCTV face ID system to ID customers walking in-store, ID'ing high value / VIP customers, serving relevant offers via; push notification or emails with vouchers. "Cultural change required for more visibility = accountability. A by-product would be networking and new prospects. This comes with a bucket of fear and surprise" - Ted Pretty

6. "Madmen days are over", identifying and creating target audiences are a lot more sophisticated thanks to social networks. Find where your customers are most engaged, e.g. "when gamers win a trophy they are most engaged; we then send them a relevant and glossy EDM and / or SMS congratulating them and distribute an offer on PS4. 40% of emails are opened on mobile" – Derek Laney

7. Use technology to humanise your brand when creating these 1:1 conversations

8. No need for software any more, cloud computing is here!

9. Find an ecosystem which will help pull you forward

10. Australian Cancer Foundation was able to research and find a cervical cancer vaccine courtesy $1m donated by Salesforce

Source: Sales Force World Tour 1 - http://goo.gl/15NNMC

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Roy Morgan State of the Nation #18 Top x10.

Roy Morgan provided the "State of the Nation Report #18" to highlight key changes since the Australian Financial System Enquiry 17 years ago in 1997 (Wallis Report). It intertwines the role of financial institutions and social issues.

Roy Morgan Research, 401 Collins Street, Melbourne

Tuesday, 1st April 2014

1. Financial services market (FSM) growth outstripped population growth. Population grew +30% from 15m to 19m, FSM grew +292% from $867bn to $4trn. FSM combines deposits, superannuation and lending value (does not include home value & direct investment). 

2. Superannuation and lending were the key drivers. Super alone represents 50% of the entire FSM. Interestingly Self-Managed Funds (SMF) have grown x3 fold since 2004 to $500bn, and SMF users are a lot more satisfied.

3. +50 year olds are the driving force of the FSM growth comprising 40% of population and 56% of the value. 

4. Highest quintile (i.e. top 20%) of customers control 65% of the FSM value whereas the 2 bottom quintiles (i.e. 40%) control only 2%

5. Mortgage stress has dropped to 17% of Australians as interest rates were ~6% in 2013, compared to 27% having mortgage stress in 2008 where interest rate was ~9% (a small increase in rates see a big increase in stress)

Source: Roy Morgan State of The Nation #18 - http://goo.gl/0Q1nRH

6) Big 4 increased strength after their consolidations (Westpac + St.George + BOM, and CBA and BankWest). 85% of Australians use them (up from 79%). Building societies are turning into banks. 

7) 17% of population are early adopters who embrace internet and mobile bankers, in contrast there are 20% who are still techno-phobes / laggards. The middle section require more tech-education 

8) Customers loyalty decreases ironically as switching intention also drops (increased stickiness to stay with one MFI; switching intention drops from 4% to 2% of people). This could suggest people care less about brand loyalty yet too lazy to switch financial institutions.

9) Retail customer satisfaction has risen (which supports stickiness to stay with their MFI), however business customers satisfaction is a lot lower (given the complexity of businesses and bank planners understanding their needs). *Retail satisfaction was low around 1997 due to economic reasons; cost cutting / operational & practical issues. "Share of wallet" value of super/loan/deposit with their MFI increases (grown from 3 to 4 products now). 

10) Only 25% customers rate their financial planners well for "ethics and honesty"

Source: Roy Morgan State of The Nation #18 - http://goo.gl/0Q1nRH

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Nielsen The Australian Online Landscape February 2014 Top x10.

Time online consuming video content via desktops increased by 13 minutes per active user during the month, with increases in total time online surfing non-video web content as well.

Released Monday, 24th March 2014

1. 7/10 Aussies use smartphone. 50% Aussie families have tablet at home

2. Reach & time-spent huge across FB, Google & Mi9

3. Google = 13.2m, Mi9 = 10.2m & FB = 10m uniques

4. 7.9m female online, 7.7m male online

5. Top 3 sport sites; ESPN, Telstra AFL & News.com Sports

6. 1/2 Aussies watch TV online

7. Top 3 video environments; YT, FB & Vevo (College Humour makes 5th)

8. 36% of video streams by +50 year olds, 28% are 35-49

9. Mobile impressions hit all time high in January 14

10. Top 3 broadcasters online; ABC, YahooTV and SBSSource: Nielsen - http://www.iabaustralia.com.au/uploads/uploads/2014-03/1395615600_3bceaf01c0ef4ea223fed8ba10c9ad3d.pdf

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Sizmek / Media Mind The 2013 Benchmarks Data Book Top x3.

Sizmek Research analyzed more than 25 unique formats, more than 3,500 unique unit size combinations, 2 million individual ads and 913 billion impressions served via the Sizmek MDX Platform during 2013. The ads ran in 22 individual verticals, 47 countries and every inhabited continent in the world.

Received Tuesday, 8th April 2014

Source: Sizmek - http://www.puglifeadsolutions.com.au/images/PDF/Sizmek_CY2013_MediaMind_Benchmarks.pdf

1) Top 3 industries: a) B2B @0.29% standard media CTR%b) Apparel @0.10% standard media CTR%c) Gaming @0.10% standard media CTR%

**Interesting to note how they have changed YOY (year on year). B2B jumps +383% from 0.06%, Apparel jumps +25% from 0.08% and Gaming plummets -55% from 0.22%. B2B knocks out the Entertainment sector in 2013.

2) Bottom 3 industries: a) Financial @0.04% standard media CTRb) Corporate @0.04% standard media CTR c) Tech / Internet @0.04% standard media CTR

**These industries need to work harder in improving ad responsiveness via such things as using rich media, gamification and competitions

**Financial sector stays the same, Corporate plummets -33% from 0.06% and Tech/Internet jumps +33% from 0.03%

3) Top 3 ad units: a) Video Instream @1.40%, b) Video Interactive @1.01% (check out the innovation provided our key partners Innovid and

TubeMogul) c) General rich media @ 0.29%

Source: Sizmek - http://www.puglifeadsolutions.com.au/images/PDF/Sizmek_CY2013_MediaMind_Benchmarks.pdf

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Thank You.

Stay in touch.damus@puglifeadsolutions.com.au0405 355 188

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