Have a Holly, Jolly Holiday 2016Act Now to Grab Those

Holiday Shopping Dollars

Acquiring new customers

Activating last year’s customers1

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Converting browsers into

buyers

Aligning in-store and online tactics

The 4 Goals of Holiday 2016To set yourself up for a successful Q4, there are four goals you should keep in mind:

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Acquiring New CustomersThe best predictor of customers' future behaviour is their past behaviour. Second-party data can show you the kinds of attributes and behaviors your non-customers have and provide you opportunities to target other audiences. Some ways MediaMath can help you leverage second-party data this holiday season:

Expand your reach using audience modeling capabilities to find users that look like previous converters. You can create a model using your CRM file as a seed to find other users that look like the audience profiles that exist within the file (ensure to request this at least two weeks before you plan to launch your holiday campaigns).

Use secondary calls to action to drive prospecting performance. For example, include a CTA such as “Sign up for our newsletter” as a way to capture email addresses and remarketing pixels to drive lower-cost engagement for the middle/bottom of the funnel.

Find customers with a high propensity to convert during a time of year when advertising is at an all-time competitive high.

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Third-party data is another way to add depth to your existing first-party data to find out more about the audiences you want to reach. You can activate holiday shopping-related segments available via third-party data partners and contextual-based data providers in the following ways:

Acquiring New CustomersConsider building custom segments or themes including last-minute shoppers, impulsive buyers, holiday gifts for dads/moms/pets and even shopping for those who have birthdays around the holidays.

Know the level of intent in the data you are using to reach the consumer you are looking for. Are consumers browsing with some interest, or are they deep in the path to purchase, showing buying signals near the point of purchase?

Take advantage of your first-party data to power custom prospecting audiences, as they are going to be your top performers. Apply lookalike modeling to your onboarded CRM data to layer on more users for added scale.

Leverage mobile in-app segments, contextual segments or search segments to strengthen your targeting strategies.

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Use CRM onboarding to take a file of users that purchased during the holidays last year and match them to online cookies so that they are targetable across the web. MediaMath can help you onboard your CRM files (emails, phone numbers, mobile advertiser IDs) in two ways: Audience Link via TerminalOne or via a third-party match partner. You can then use these segments in a number of holiday marketing efforts:

Activating Last Year’s Customers

Create segments based on what they purchased

last year and/or what you know about them and serve personalised ads based on

these attributes. For instance, consider segmenting into

Black Friday and Cyber Monday shoppers, as they

might look and behave differently compared with those purchasing closer to

Christmas.

Onboard previous

customers by pixeling loyalty/retention emails.

Target these segments directly to reactivate

these customers.

Anti-target these users in select

strategies in hopes of driving net new

customers.Use our proprietary data asset Helix to find your

customers, score them based on their behaviors both on

your site and others and then target the highest-scoring

segments with cross-sell and reactivation campaigns.

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Converting Browsers into BuyersMany shoppers will browse your website during the holidays but won’t buy right away. Bring these customers back to your site by retargeting them with customised messages that will drive them to conversion:

Segment customers based on where they are in their journey—homepage / category & product pages / shopping cart—and message them accordingly.

Don’t offer discounts right away—reinforce your core value proposition using client testimonials to drive conversion.

Use dynamic creative to customise your message based on where customers are on your website and what products they have browsed.

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Choose from a variety of standard segments

to target users that are frequently seen in

various stores.

Build radii surrounding brick-and-mortar stores and target individuals in

real-time with ads to drive them in-store when they are near your store or a

competitor’s.

Start re-engaging in October to nurture

prior customers in the lead-up to key holiday dates.

not just measuring performance of digital spend on

online conversions.

While ecommerce continues to grow, the majority of revenue for retailers still comes from in-store purchases. Brands can align their online and offline strategies to drive results in both realms in a number of ways:

and In-store TacticsAligning Online

Do intent targeting based Use hyper-local targeting Utilise CRM targeting Ensure you have a viewon user presence in stores via Factual to drive for previous of your digital spend

via our partner Ninth Decimal. in-store foot traffic. in-store purchasers. on in-store sales,

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Make it an Omnichannel Holiday

The benefits of omnichannel include: Marketers who execute campaigns in an omnichannel fashion see improved results such as:

With consumers shopping across more channels and screens than ever, marketers need to have an omnichannel strategy for this holiday season.

Global frequency management

Better storytelling with a customer-first focus

greater response rates for video + displaycampaigns than for campaigns executed in display only*

Ability to activate a data segment seamlessly in multiple channels

Consider MediaMath’s External Media Tracking to leverage the power of T1 to maximise your ROAS from all channels for media bought outside our platform.

* Aggregated T1 data

10x

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Tips for Optimising Across Channels

• Think about running interactive adsthat engage consumers.

• Leverage mobile video to get accessto more inventory.

• Use sequential messaging to tell anarrative across channels.

• Get TV analytics, do second-screentargeting, conquest and build customsegments with our new SambaTVpartnership.

• Optimise ad creatives for mobile so they are hyper-relevant to time or location, such as a coupon redeemable on a phone.

• Target audiences by what people havedone, such as a visit to the mall in thelast 30 days.

• Consider our ConnectedID identitymanagement solution to improvethe accuracy, reach and scale of youraudience-based targeting acrossbrowsers and devices.

• Push supply deals and PMPs to getahead of contested inventory.

• Set up strategies at the campaignlevel, leverage cross-channelattribution, activate strategies againstnew channels and allocate budgetto take advantage of lower-costoutcomes.

• Reconsider your goals for the holidayseason based on the opportunity infront of you. Focus early on audience-based outcomes.

Video Mobile Display

While your overall strategy should focus on omnichannel, we’ve also pulled together a few channel-specific optimisation strategies for your holiday campaigns.

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Available for both first-party audiences

and third-party audiences via BlueKai.

Optimising While Campaigns Are In-market

through our partner Spongecell to

generate personalised, multi-screen brand

experiences.

that lets you seamlessly and quickly move users between segments to address their most up-to-date behaviors

(such as increasing cart value).

Reinvest marketing budget on branded

media, not on control impressions, and

maximise resulting ROI.

During the holiday season, it’s more important than ever to be agile while your campaigns are in-flight. Consumers shop across channels and behaviors can change quickly, leading to a more urgent need to shift budget and strategies. Here are a few ideas to ensure your campaigns get your holiday shoppers over the line:

slow to convert with ourand re-engage users who are

Target the most engaged users Use our Placebo AppApply dynamic creative Activate Audiences in Brainto quantify the trueoptimisation to your

campaignsAdaptive Segments product

to marry audience andmedia variables to

maximise performance.incremental impact of

digital advertising.

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Key Dates and Budget Considerations It pays to start planning your campaigns early to get ahead of rising CPMs, secure the best inventory and build your remarketing pool. According to data from Q4 2015 US campaigns launched throughTerminalOne, compared to September as a “normal,” non-holiday month, CPMs increase by 121% in November and 158% in December.

Secure the best inventory as early as possible with direct or PMP deals to stay ahead of rising CPMs.

Holiday strategies start ramping up around November 1 and continue to increase spend through Christmas.

Consider spending the majority of holiday prospecting budgets by Oct. 31st to build your remarketing pool as big as possible the further you get into Q4.

CPMS

Impressions

September

September

October

October

November

November

December

December

January

January

KEY TAKEAWAY

KEY TAKEAWAY

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Key Dates and Budget Considerations

Peak conversions occur on Cyber Monday and stay relatively high until 21/12, which is typically last-ship day.

Find out early inthe month when last ship dates are, and plan to spend the

majority of budgets by then so you can finish your campaigns in line with the last days shoppers can order gifts and still have them arrive in time for December 25th.

Conversions

November December January

KEY TAKEAWAY

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Key Dates and Budget Considerations

On a normal day, people are converting mostly in the morning and at night. On Black Friday, there is a spike in conversions mid-morning that stays steady throughout the day. On Cyber Monday, users are converting almost entirely during the afternoon.

Be able and willingto shift dollars acrosschannels depending on how each is performing—

you’ll want to quickly pace up or down leading up to and on these key dates.

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Hours of the Day

Num

ber o

f Con

vers

ions

Cyber Monday

Black Friday

Regular Monday

KEY TAKEAWAY

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Have a very successful 2016 holiday season!

Read more: blog.mediamath.com/blog/tag/holiday-series