5 Things You Need To Ask Your Media Agency
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Transcript of 5 Things You Need To Ask Your Media Agency
5 Things YouShould Be AskingYour Media Agency
Webinar
© Global Red 2016. All rights reserved.
Marketing Cloud Gold Partner
Today’s agenda:1. Welcome2. Introduction3. Set the stage4. 5 Questions5. Takeaways6. Next Steps7. Question Time
Disparate data sources make it difficult or impossible to
attribute correctly and if you can’t attribute correctly you
can’t optimise correctly.
= Huge wastage in media and ad serving
Last click/impression attribution is a flawed metric
= Huge wastage in media and ad serving
Q1
Q2
Q3
Q5
Q4
How do you set up a media campaign to succeed?
How do I know you are being completely transparent as an agency?
Why should I care about my ad’s viewability? Why are you showing me this data?
How do I even understand all the ad tech available out there? If I don’t understand it how do I know it’s working?
How can you guarantee me I am achieving the max ROI?
4 simple steps to success
Tag Everything
Measure Viewability Accurately
Attribute Fairly
Optimise Immediately
Tag everything first
Everythingis tagged!
YOUR SITE
Tags in yoursites header YOUR AD
OTHER SITEYour
ads aretagged
3APP
Your site Your adsYour emails Your mobile apps
YOUR SITE @ ADS
“Having the expertise of Global Red behind Dry July enabled us to deliver a more efficient, targeted campaign, with clearer and invaluable insights to the performance of our campaign.”
Brett Macdonald Dry July CEO & Co-Founder
Take aways
• Get the data correct from the start
• Find out from your agency:• How was the campaign set up
• What information are the tags gathering
• How is that data being used
• Align your KPIs with your business goals
How do you set up a media campaign to succeed?
Take aways
• Ask youself: Do I know how my agency makes money out of my business?
• Agencies Ask: Do you communicate to your clients where you get your profit from?
• Clients & agencies need to work together
• Agencies need to focus on educating their clients and owning their transparency
How do I know you are being completely transparent as an agency?
Poll: Viewability, which camp are you in?
1. You don’t care as you are already hitting your KPIs
2. You are trying unsuccessfully to address it
3. You understand the importance but don’t know where to start
Accumedia™ Display→ Some agencies don't even measure it.
→ Some do, but don't do it correctly.→ Only Global Red can accurately attribute sales across digital channels
Conversions Total
Broken Model ✓ ✓ ✓ ✓ ✓ 5
Global Red ✓ x ✓ x ✓ 3
Ad viewability
DSP(Demand side
platform)
Global RedTechnologyWAIT
User scrollswhere ad
unit is visibleAd server User sees ad
By focusing on their actual KPI of increasing bookings:
Viewability increased Click to conversion rate doubled And CPA halved
Take aways
• Is viewability being measured in my campaigns? If not why not?
• Are you happy to pay ad serving fees on ads that are never seen?
• What are the most important metrics for your business to measure campaign performance?
Why should I care about my ad’s viewability? Why are you showing me this data?
4 simple stepsto success Maxium ROI
Tag Everything Measure ViewabilityAccurately
Attribute Fairly Optimise Immediately
=
YOUR AD
DISPLAY AD REVIEWS SITE SOCIAL AD SEARCH ENGINEEMAIL
DISPLAY AD REVIEWS SITE SOCIAL AD SEARCH ENGINEEMAIL
DISPLAY AD REVIEWS SITE SOCIAL AD SEARCH ENGINEEMAIL
DISPLAY AD REVIEWS SITE SOCIAL AD SEARCH ENGINEEMAIL
100%
100%
50%25%13%6%3%
50%50%
YOUR AD
YOUR AD
YOUR AD
FIRST TOUCH ATTRIBUTIONFirst contact point that brought the visitor to the site
LAST TOUCH ATTRIBUTIONLast touch is giving credit to the last interaction before arriving at the site
SIMPLE TIME DECAY ATTRIBUTIONA declining value, with the newest engagement getting the most
FIRST & LAST TOUCH ATTRIBUTIONEqual credit given to the first and last touch before a conversion
Generic attribution models
DISPLAY AD REVIEWS SITE SOCIAL AD SEARCH ENGINEEMAIL
YOUR AD
LINEAR ATTRIBUTION
With a linear attribution model, each touch is treated as equally responsible for the sale
Global Red attribution modelUnderstand the whole path to conversion and the relative value of each channel
Take aways
• Don’t believe in last click attribution
• Ask yourself: could what you are currently doing be doing better?
• Use a control group and test test test!
• Optimisations should happen in real time or at least daily.
How can you guarantee me I am achieving the max ROI?
How do I even understand all the ad tech available out there? If I don’t understand it how do I know it’s working?
Q5.
Take aways
• Go to digiday.com or econsultancy.com
• Ask loads of questions.
• Organise or request weekly WIP Meetings.
• Read the reports.
• Ask more questions!
How do I even understand all the ad tech available out there? If I don’t understand it how do I know it’s working?
Take aways
• Get the data correct from the start
• Ask your Agency lots of questions
• Align your KPIs with your business goals
• Follow the 4 Simple Steps to Success
• Educate and empower your clients
All Agencies Get a FREE 14 Day Trial of Accumedia
http://www.globalred.com.au/offers/accumedia-agency-offer
With your free trial you will receive:
Access to world first patented media and attribution technology.
1 x meeting with our Media team.
A comprehensive Media Report.