Post on 08-Jan-2017
Alex RedmondSen io r Sa les D i rec to r
Agenda
• The New Digital & Mobile Shopper
• Understanding Consumer Intent & Motivation
• Election Intent Learnings
• Active Intent Drives Performance
The Digital Influence Factor
Source: Deloitte, Navigating the New Digital Divide, May 2015
2009 2010 2011 2012 2013 2014 2015 2016 2017 20180
102030405060708090
100
14%
36%
49%
64%
Perc
enta
ge o
f in-
stor
e in
fluen
ced
by d
igita
l Digital Influence Projection
Search Users & Mobile Search Users
Source: eMarketer, 2016
Looked for early inspiration and made initial discoveries online on smartphone
Compared choices online on smartphone
Sought advice online on smartphone
Prepared online for immediate offline purchase
2015
2020
0 50 100 150 200 250 300
157.3
221
220.6
243
Search Users Mobile Phone Search Users
Mobile Impact on Path to Purchase
Source: eMarketer, June 2015
Ways in which US smartphone users used their smartphone during the path to purchase
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Looked for early inspiration and made initial discoveries online on smartphone
Compared choices online on smartphone
Sought advice online on smartphone
Prepared online for immediate offline purchase
”Personalization is the underpinning of every experience that we want to create, within an
activation. I really can’t say enough about how important it is to deliver a message that makes sense to the right shopper, in the right context.”
-Anthony Acerra, Director of Digital Strategy
At Digital Ad Agency Rockfish
Understanding Consumer Intent &
Motivation
A consumer’s active intent now is more relevant to a brand than knowing what someone did in the past or might do
tomorrow.
What does active intent mean for you?
PremiumInteractions
First Right of Refusal on Inventory
Active Intent Targeting via Proprietary Algorithm
Custom User-Focused Creative
The Yieldbot Difference<!—Yieldbot.com Intent Tag LOADING --> <script type=“text/javascript”>Var ybotq | | [ ];(function( ) { var js = document.createElement( ‘script’ ); js.src = ‘//cdn.yldbt.com/js/yieldbot.intent.js’; var node = document.getElementsByTagName( ‘script node.parentNode.insertBefore(js, node);
Header Integratio
n
Sponsored Brand
Message
YieldbotIntentRan
k
A Trillion Real-Time Decisions Every MonthI D E N T I F Y
Election Intent Learnings
PEOPLE’S INTENT
IntentTOP INTENT ASSOCIATIONS
18%“Putin”
15%“Rally”
44%“Emails”
32%“Sidney Blumenthal”
TRUMP CLINTON
SentimentGENERAL SENTIMENT
32%Negative
79%Negative
TRUMP CLINTON
Intent in Action
Strategy
Identify BTS Mom’s with promotional messaging to drive sales at Staples during BTS
Yieldbot targeted relevant intent around shopping, parenting, and education to serve Staples’ message at the most relevant moment
Custom Native and Responsive card units were used to match messaging with relevant intent
Results 2x ROAS Acquired new customers through intent targeting Positive results across desktop and mobile Campaign extended and renewed the next year
Staples E-Commerce Case Study
Results
Interacts with Customers
4.3%SALES INCREASE
3XINDUSTRY CTR
TOP-PERFORMING PARTNER FOR
Significant ROAS
QuestionsAlex Redmond | Senior Sales Director
aredmond@yieldbot.com