engagement, customer care und customer acquisitionen – wie deezer fans erobert und kunden gewinnt...
TRANSCRIPT
Learnings from discovery & engagement campaigns
CONTENT OVERVIEW
• Quick intro to Marin & Deezer• International Carousel Ads Test
• Video Ad Test• Instagram Beta
Who is Marin Software?
4
Marin at a Glance
Leading Ad Cloud enabling audiences across search, social and display
$7.2 BillionAd spend managed,10% of total spend on Google
Worldwide66% US vs 34% int’l revenue split
$99.4 Million2014 revenue
2014 Non-GAAP Gross Profit Margin67%
#1 SaaS Ad Cloud Global leader in search, only independent vendor to combine search, social and display through synchronous audiences
38%of Fortune 100use Marin
5
Where Advertising Starts
Search Social Display
6
A Problem Exists…
Search Social Display
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Our Vision - Audience Marketing Suite
Search Social Display
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Our Vision - Audience Marketing Suite
Search Social Display
9
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Grow Your Facebook, Twitter and Instagram Programs All Within One Platform
§ Scale your social advertising programs across Facebook, Twitter, and Instagram all within one platform
§ Organize objective using cross-channel media plans, or separately for easy side-by-side comparison
New!
2015
Whois Deezer?
2015
DeezeristheWorld’s2ndLargestPaidStreamingMusicService
countries18O+
talk shows and podcasts40k+
music tracks35m+
paying subscribers6m+
2015
Carousel Ads International Test
2015
Creation of imagery to showcase the DEEZER app & music offerings.
3 different types of creative.
STORYTELLING
GENERIC
MUSIC TYPES
Facebook Carrousel Ads
2015
Story-telling
Ad featured CDs stacked high, capturing the vast
number of tracks Deezeroffers to subscribers
Facebook Carrousel Ads
2015
Music Types: Rock, Jazz or Electronic. These got the best CPAs in the Brazilian market.
Facebook Carrousel Ads
Generic creative: Capturing the vast selection of tracks Deezeroffers to subscribers. This got the best CPAs in the French market.
Facebook Carrousel Ads
2015
BRAZIL50% decrease in cost per
account signup, 60% lower cost per app install on
Android, 40% lower cost per app install on iOS
Carrousel Ads – Where they worked
Highly Engaging Carrousel Format was launched in 4 key markets with different results in each country
2015
Carrousel Ads – Where they worked
Highly Engaging Carrousel Format was launched in 4 key markets with different results in each country
France30% lower cost per app
install, 2x increase in click through rate, 50%
decrease in cost per click
2015
Carrousel Ads – Where they didn´t work
Highly Engaging Carrousel Format was launched in 4 key markets with different results in each country
UK &
GERMANYCPCs were higher while
CVR remained the same as classic ad format, resulting in
overall higher costs
2015
Carousel Ads – Optimization Ideas
2015
1. Targets commuters 2. Displayed before 12am 3. Displayed after 4pm
Carousel Ads – Main Takeaways
One strategy will not necessarily have the same results across all markets.
Test out new strategies and formats across multiple markets to see how they perform locally.
2015
Testing Video Ads
Video Ads
Format
Short video (only 11 seconds) adapted to local German audience
Video Ads
Format
Short video (only 11 seconds) adapted to local German audience
Call to action integrated directly in the video, with different App Store
Logos.
Video Ads
Format
Short video (only 11 seconds) adapted to local German audience
Call to action integrated directly in the video, with different App Store
Logos.
Final shot with clearly visible brand logo.
Video Ads
66%lower CPV
72%Lower CP
Video view 95%
Performance After Marin Social Optimizations
To improve CP Video View, campaign targeting was shifted to 18 to 50 year olds in Germany who like heavy metal and rock music on Android devices.
Automatic optimization rules were used to save time and increase performance across video view KPIs.
Video Ads – Main Takeaways
Video on Facebook is great. But success depends on your chosen targets.
Ask yourself: Does this channel help me reach my targets within the cost limitations?
2015
Being early adaptors on Instagram
Challenges§ The UK market is highly competitive and it is
difficult to drive high volume at acceptable costs
Challenges§ The UK market is highly competitive and it is
difficult to drive high volume at acceptable costs
Solution§ Leverage Instagram to reach new audience
segments and increase visibility § Witty copy with eye-catching visuals to
increase CTR§ Early adoption has helped gain traction in the
market
Challenges§ The UK market is highly competitive and it is
difficult to drive high volume at acceptable costs
Solution§ Leverage Instagram to reach new audience
segments and increase visibility § Witty copy with eye-catching visuals to
increase CTR§ Early adoption has helped gain traction in the
market
Instagram Ads – Main Takeaways
Be not afraid being an early adaptor. Less competition. Prime to be first!
Visibility for less money.
2015
Questions?
Thank You !
Ombline de Coriolis, Deezer: @odecoriolisAndrea Ramponi, Marin Software: @MarinSoftwareDE