PowerPoint-presentation

1

Hello, Ostrava!

2

3

18 360 000

4

5

1 500

6

1 450

7

Audience Powered SearchConfidential and proprietary. Copyright 2016 Xaxis Incorporation. All rights reserved. Distribution without permission is prohibited.

THE PROGRAMMATIC AUDIENCE COMPANY

8

AGENDATHE PROGRAMMATIC AUDIENCE COMPANYClient case - UNICEFClient case - Arlanda Express Technical specificationLiabilities and risksPossibilities with Facebook Facebook case for UNICEFSummary Q&A

10

Case no 1

UNICEF the challengeTHE PROGRAMMATIC AUDIENCE COMPANY

Data Management Platform backbone in our solutionTHE PROGRAMMATIC AUDIENCE COMPANY

Data cycle part 1THE PROGRAMMATIC AUDIENCE COMPANYAudience insights from Google AdWords were applied to our programmatic campaigns and ingested by our proprietary DMP, Turbine.

Data cycle part 2THE PROGRAMMATIC AUDIENCE COMPANYIngested data layers from AdWords were combined with our own data, aggregated, remodeled and refined. New refined data set was then pushed back to AdWords.

Data cycle part 3THE PROGRAMMATIC AUDIENCE COMPANYRefined data layer from DMP is pushed back into AdWords through technical innovation and populated with users with a higher conversion probability. Remarketing list with our DMP user is then available and targetable within the AdWords interface.

Synergetic data loopTHE PROGRAMMATIC AUDIENCE COMPANY

ResultsTHE PROGRAMMATIC AUDIENCE COMPANYWhen we had gathered enough data to execute our search campaigns we wanted to make a proper A/B test. So we set up two identical campaigns in terms of keyword and creatives, but where one of the campaigns was targeted towards everybody who was searching for a keyword related to the campaign (Group A) and the other group (Group B) towards all users searching for the same keywords and were also part of our Turbine segments. The results where much better than what we could have hoped for;

8xCVR

CPA

1037%ROI

11x

UNICEF the challengeTHE PROGRAMMATIC AUDIENCE COMPANY

19

Case no 2

Client case 2 - Arlanda ExpressTHE PROGRAMMATIC AUDIENCE COMPANY

The same type of logic was used for the Swedish Airport Train Arlanda ExpressHowever, this time we applied the data for both generic and brand keywordsDMP data was pushed back to AdWords to inform our bid decisionsCould we make use of our new found insights for more clients?

Results generic keywordsCTR for the campaign enriched with data increased by 302% compared to the regular campaign.Increased CTRThe data enriched campaign had a 65,68% lower CPC than the regular one.Decreased CPCMost importantly, we lowered the CPA by 83,49% through our tech innovation.Decreased CPA

THE PROGRAMMATIC AUDIENCE COMPANY

302%

65,68%

83,49%

Results brand keywordsCVR for the campaign enriched with data increased by 29,76% compared to the regular campaign.Increased CVRThe data enriched campaign had a 13,24% lower CPC than the regular one.Decreased CPCWe lowered the CPA by 33,87% even on brand terms!Decreased CPA

THE PROGRAMMATIC AUDIENCE COMPANY

29,76%

13,24%

33,87%

23

Technical specification

Technical specification Google ScriptsTHE PROGRAMMATIC AUDIENCE COMPANYOriginal retargeting script:

Technical specification Google ScriptsTHE PROGRAMMATIC AUDIENCE COMPANYRewritten retargeting script:

https://googleads.g.doubleclick.net/pagead/viewthroughconversion/995101869/?value=1.00&currency_code=SEK&label=PjidCIv24V8QrZnA2gM&guid=ON&script=0

26

27

Facebook opportunities UNICEF case 2THE PROGRAMMATIC AUDIENCE COMPANY

The re-writing logic from Google applies to Facebook as wellAn A/B test was established where we put our new tech innovation to the testNext step was therefore to enrich our social campaigns with DMP data by appending re-written pixel to our programmatic display campaigns

ResultsTHE PROGRAMMATIC AUDIENCE COMPANYOne control group was set up targeting Facebooks proprietary data including demographic data and lookalikes.A second group was set up, consisting of users that had been pushed in to Facebook from our display campaigns. Targetable and good to go.

2,3xCVR

CPA

1,6xCTR

2,4x

Technical specification Facebook ScriptsTHE PROGRAMMATIC AUDIENCE COMPANYOriginal retargeting script:

!function(f,b,e,v,n,t,s){if(f.fbq)return;n=f.fbq=function(){n.callMethod?n.callMethod.apply(n,arguments):n.queue.push(arguments)};if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0';n.queue=[];t=b.createElement(e);t.async=!0;t.src=v;s=b.getElementsByTagName(e)[0];s.parentNode.insertBefore(t,s)}(window,document,'script','https://connect.facebook.net/en_US/fbevents.js');fbq('init', '220403598295955');fbq('track', "PageView");

Technical specification Facebook ScriptsTHE PROGRAMMATIC AUDIENCE COMPANYRewritten retargeting script:

https://www.facebook.com/tr?id=220403598295955&ev=HelloMktFest&noscript=1

32

Data is, and will remain to be, the most important element in everything we do

33Data is, and will remain to be, the most important element in everything we doThere are synergies everywhere, find them and make use of them!

There are synergies everywhere, find them and make use of them!

34

Test, test, test!

35

Thank you and Na Zdrav!