short changing your success?

© 2011 MediaMind | A Division of DG | All rights reserved

Common Strategic Slips In Digital Planning

Nick Talbert | Director, Communication Strategy

@nicktalbert | @mediamind

Shortchanging Your Success?

© 2011 MediaMind | A division of DG | All rights reserved

MediaMind Context

I’m still concerned about my account

I’m not convinced

Little better

Ok, that’s big

Ok Ok…I get it, scale isn’t

an issue

Global Offices: 41

Monthly Impressions Served: 60 Billion

Network Bandwidth: 16 Gigs per second

Advertisers: 9000

Server Request per Second: 50 Thousand

Unique Users: 750 Million

Countries Served: 63


DG’s Digital Armada

(+ Eyewonder & Unicast)


Agenda


Disclaimer

The following are all real life examples… but some of the names have been changed

to protect the innocent

REACH AND FREQUENCYFOR DIGITAL?


Campaign Results - CTR

Buzz

Med

ia

CBS Digi

tal M

edia

Publis

her A

Yahoo

Mail

MSN h

otm

ail

iVilla

ge

Scripp

s Net

work

Adver

tising

.com

NYTimes

.com

0.00%

0.05%

0.10%

0.15%

0.20%

0.25%

0.30%

MM CTR Benchmark* Campaign CTR

Goal set by the advertiser

* MM US Benchmarks per site, 2010


Buzz

Med

ia

CBS Digi

tal M

edia

Publis

her A

Yahoo

Mail

MSN h

otm

ail

iVilla

ge

Scripp

s Net

work

Adver

tising

.com

NYTimes

.com

0%

40%

80%

0

10

20

Frequency ImpressionsUnique Impressions Avg. Frequency

▸ Campaign had a high average frequency at 3.8

▸ Publisher A placements had an average frequency of 22

▸ Relatively low ratio of reach to frequency

R&F Can Create False Results


Optimal Frequency

1 2 3 40%

200%

400%

600%

800%

1000%

1200%ROI by frequency

Scenario ACampaign Goal:

$40 CPA

Avg. Media Cost:

$10 CPM

Scenario B Campaign Goal:

$40 CPA

Avg. Media Cost:

$5 CPM

Scenario C Campaign Goal:

$20 CPA

Avg. Media Cost:

$2 CPM

Optimal Frequency ROI is calculated by looking at the

average conversion rate combined with the CPA goal and average cost of media.

The break even point is at 100% ROI. This is when costs and revenue are

equal.


Correlation To Frequency And CTR

1 2 3 4 5 6 7 8-1,000,000

3,000,000

7,000,000

11,000,000

15,000,000

0.00%

0.02%

0.04%

0.06%

0.08%

0.10%

0.12%

Served ImpressionsCTR

Frequency

▸ After frequency of 5, CTR dropped considerably

▸ Frequency levels over 5 accounted for 39% of impressions, but only accounted for 3.7 % of the clicks

▸ Over 3,000,000 impressions were served to frequency levels above 30


WASTING RE-TARGETINGOPPORTUNITIES?


the worst mistakebusinesses can make in

modernmarketing

to slip off the radar

is allowing customers


Basic Retargeting Yields Basic Results

▸ General retargeting yields slightly above average CTR

General Retargeting Ad

General Retargeting Ad


Smarter Retargeting Yields Record CTR

0.18%

1.5% HUGE CTRINCREASE!


Basic Retargeting Advanced Retargeting

SEGMENTATION ANDYOUR ONLINE CONSUMER


Understanding Available Data for Segmentation

Geography

Retargeting

Demographic

Keyword Or Intent Data

Available Through Ad Server Available From Publisher Or 3rd Party

55+18-24$$ $$$$


Kiel - InnsbruckAachen - MarseilleFrankfurt - Marseille

Geo-Targeting Increased KPIs by up to 69%

▸ Using Smart Versioning, copy/images were dynamically updated, via an IP lookup, to include user’s current location.

▸ Geo-targeted banners promoted driving to their "sister metropolitan" area without having tore-fuel

▸ Dwell time went through the roof jumping 27.4% over benchmarks at a lower production cost

Avg. Dwell Time (sec.)


Avg. Dwell Rate

27.4% 69%

Benchmark* S.V. Benchmark* S.V.

* European Auto Benchmarks Smart Versioning


Segmentation of Digital Audiences

interacted with marketing

media plan

not interacted with marketing

engaged with an ad visited the

websitehas never seen

an offer

not responded to previous

offer


Using Segmentation

Version A

Version B

Version C

Version D


Segment Retargeting

Browsed for Products

Site Visitors

Placed Item/s in Cart

Completed a Purchase

$1 $5

Do Not Retarget


Category Retargeting

Browsed Product

Category A

Site Visitors

Browsed Product

Category B

Browsed Product

Category C

$5 $10 $20


User Retargeting

Browsed Products A,B,C

Site Visitors

Browsed Product B

Browsed Product C

$1 $1 $1

Highest Value Product*

Product B Product C

* MM stores up to last 5 products


CROSS-PROMOTIONAND UP-SELLING?


Group Product Around Consumers

Credit Cards Home Loans Investment Services Checking Account


Synch Multiple Products Across All Channels

Credit Cards Home Loans Investment Services Checking Account

Credit Cards

Home Loans

Invt. Services

CK Accounts

Search

Display

Rich Media

Email

A

B

C

D

Acquisition

Activation

Services

Retention

Products Channels

CreativeA

CreativeB

CreativeC

A / B TESTING?


Good Testing And The Waste Of Time…

▸ Prices in the copy increased CTR by 67% over campaign average

▸ The CTA ‘Shop Now’ was more effective at driving clicks by 61%

▸ The 300x250 was nearly 70% more effective than campaign average

▸ Adding 2 CTAs increased the CTR by 85 %

▸ Messages with1-2 lines per headline, generally did well compared to the campaign average , by nearly 40%

The One Perfect

Ad


Case Study: Optimization

Weeks 1 – 2All Creative Running Week 3 Week 4 Week 5

▸ Tourism Australia utilized six unique banners highlighting different vacation activities:

Week 690% Rotation

10% Rotation

90% Rotation

10% Rotation

90% Rotation

10% Rotation

90% Rotation

10% Rotation

Before Smart Versioning Smart Versioning

0.15%

0.82%

447%IMPROVEMENT IN CTR



Awareness as an

Objectivein Digital?


Blind Awareness


Creating A Doomed Funnel?



End

of the F

unnel

The Ideal FunnelNever interacted, new customer

Some interaction, no conversion

Visited website, and interacted with ads

Change of direction

Consumer Purchase Cycle - Automotive


Emphasis Placed On One Or The Other

Awareness

Conversion


The Effects Of Branding On DR

Adding 'Story Telling' Expandable Ads/ Rich Media Emotional Creative 0%

30%

60%

90%

% Increase on DR metrics

▸ In April 2011, IPSOS and Sensory Logic did a study the effects of DR metrics when ‘branding’ style creative objectives/tactics were added to the campaign

▸ Campaigns were from aggregated and then creative was isolated into categories 40 different heavy online advertisers within 10 different verticals


Relating Brand Metrics to Desired Action

▸ Dwell is a brand metric, measuring time spent ‘interacting with ad’

▸ Study shows correlation with campaigns with high dwell (Avg. 43 sec) and the increase in desired consumer actions

▸ Study was a combined effort between MediaMind and Comscore

Brand Related Search Web site visits Total Conversions

300%

67%24%

Percent increase over control group


Control Consumer Creative Experiences Apply ad settings across campaign apply to audience cookies, not

placements

Sequencing Frequency Capping

Geo-Targeting Retargeting

Keyword TargetingDemo Targeting

1 2 3Ad Settings

Ex. Sequencing across publishers

Rich

Ex. Frequency capping across publishers

Rich Standard


Summary


Online Marketing Suite

MediaMind Blocks

MediaMind Workshop

MediaMind Analytics

Channel Connect

Smart Trading Smart Planning Smart Versioning

DeveloperTools

Tracking& Analytics

DemandSide

Platform

AdServing

Planning& Buying

DynamicCreative

Rich Media

Standard Serving

In-stream Video

MediaMind Mobile


For additional questions: @nicktalbert | @mediamind

Thank You

short changing your success?

Business

average ctr

high average frequency

average cost of media

frequency levels

campaign results ctr

group product

media cost

product bproduct c