Digital training

Navigating the digital landscape

Shifting world– Consumer Habits– Digital Landscape

POE (Paid Owned and Earned) Digital Levers Focus

– Tracking– Display– RTB and Adexchange– Online Video– SEA– Affiliation– Social Media

Agenda

2

SHIFTING WORLD

3

GLOBAL ADSPEND CONSISTENTLY FOLLOWS GDP

4 Source: ZenithOptimedia AdForecast April 2013

Seven of the ten biggest contributors to global growth in ad dollars are developing markets

5

7 of the 10 largest Contributors will be rising markets: 43%

Source: ZenithOptimedia AdForecast April 2013

A SHIFT IN THE TOP 10 GLOBAL AD MARKETS

6

France set to leave top 10 in 2015 – Russia enters top 10…

…and digital is about to overtake press at a global level

7

40,1%

18,3%

18,7%

8,6%

7,0%6,8%

0,5%

2012

Television

Internet

Newspapers

Magazines

Radio

Outdoor

Cinema

39,5%

24,3%

15,1%

6,9%

6,6%6,9%

0,6%

20152012 2015

Source: ZenithOptimedia Global Adspend forecasts Dec 2012

8

Newsweek disappeared after 79 years

SHIFTING WORLD

9

1941

19981954

20052005

SHIFTING WORLD

10

SHIFTING WORLD

11

CONSUMER HABITS

SHIFTING WORLD

12

13

Long Ago, People Danced @ Concerts,Now They video / Click / Share / Tweet…

… still married to old habits

14

Daily viewing time continues to increase,sometimes significantly …

15 Daily viewing time in minutes per individual

Time spent per day

16

Internet time spending took the 2nd place after TV.

Source: TNS

18

1969…500m

Worlwide AUDIENCE

19

8 million Live

600millions

worlwide AUDIENCE

Same place …43 years later

20 Red Bull Stratos 8 million viewers live on Youtube6bn€

New ballgame

21

Some major changes

22

But behavior is changing

23

MULTI DEVICES SPREADING ACROSS MARKETS…

24

France Internet device penetration

25

78,9% 20,6% 27,6%47,9%

Smartphone Desktop TabletConnected TV

Source : Médiamétrie / Web Observatoire T2 2013

MULTI DEVICES SPECIFIC USAGE…

26

Around the house On the move

Source: Nielsen, European Technographics, Roland Berger - 2013

Mobile & tablet device usage peak in the evenings

27

Consumers are Multi-tasking while watching TV…

28

48% of Europeans surf the internet whilst watching television

65% of US 4 screens owners use another device whilst watching television

Source: IAB Europe Mediascope / IAB US 2012

Consumers are Multi-tasking while watching TV…

29

In Europe some countries have more than half of their population that go online while watching TV

Source : IAB Europe - 2013

MULTISCREEN DECREASES TV AUDIENCE

30

Source: Global average - IAB May 2012

DIGITAL LANDSCAPE

SHIFTING WORLD

31

32

Internet is ~20 years old…

How are we doing?

The Internet today

33 SOURCE:http://blog.hostgator.com/2013/05/02/a-day-in-the-life-of-the-internet/

Global gap …

34

3 Major Blocks… and a digital 4th world

35

Technology Cycles

36

Smartphone sales blew past PC Sales

37

Smartphone Usage =Still Early Stage With Tremendous (3-4x)

38 Source: Morgan Stanley Research estimates.

Number of connected devices growing…

39

1.2 bSmartphonesin

the World

2.3Nb of connected devices per pers

27Nb of devices changes / day

Source: Google 2013

1.5B Subscribers, 31% Growth, 21% Pen

40 Source: KPCB 2013 // Infoma // Morgan Stanley Research

Mobile Traffic as % of global traffic: 1.5x/yr accelerating

42

20% of page views now from Mobiles and Tablets

43

Device share of Page Views in Europe

Source: Comscore December 2012

Mobile Video shows tremendous growth in EU in one year 158,9 M online Video Viewers vs 48,1 M Mobile Video Users

44Source : comScore Video Metrix, December 2012 EUR 15+

Source : comScore Mobilens, 3 month average ending December 2012 EUR 13+

TABLET GROWTH=More rapid than smartphones, ipad = ~3x iPhone Growth

45 Source: KPCB 2013

And tablets are here to stay…

46 Source: Comscore December 2012

So the future is mobile

47

Predicting the Future

48

Predicting the Future

49

50

Predicting the Future: acceleration of everything

Predicting the Future: Technology will be the backbone of Marketing

51

52

Predicting the Future: Media operating like capital markets

53

Predicting the Future: Global scale requires technology solutions…

54

Predicting the Future: What’s next?

Predicting the Future: some people laughed at PC & Internet too…

55

56

Predicting the Future: Sensor-enabled wearable attributes…

57

Predicting the Future: new shopping habits…

58

Back to the Future…

Paid Owned Earned

59

Touchpoints

60

PR

Social

UGC

Reviews

News

Mobile

ContentBlogs

Events

Content

MobileContent

Packaging

Instore

Brand Site

Social

OOH

Cinema

Radio

TV

Sponsorship

Display

Print

Sponsorship

Paid Search

Social

Overloadedconsumers

Incomplete andincomparable

datapaid

owne

d

earned

Consumers with the advent of

more technology are exposed to a

Multitude of Touchpoints

A sophisticated ecosystem…

Paid drives Owned, but can also drive Earned

Microsite

Paid Owned Earned

Synergy: Key to efficiency

Owned can drive Earned,but can also help Paid

Earned drives Owned, help Paid and gives Insights / Feedback

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Paid Owned Earned in the digital worldMedia Type Definition Examples Benefits Challenges

Owned Media Channel a brand controls

Web site Mobile site Blog Twitter

account Facebook

Control Cost efficiency Longevity Versatility Niche audiences

No guarantees Company

communication not trusted

Takes time to scale

Paid Media Brand pays to leverage a channel

Display ads Paid Search Sponsorships

In demand Immediacy Scale Control

Clutter Declining

Response rates Poor credibility

Earned Media When customers become the channel

WOM Buzz ‘Viral’

Most credible Key role in most sales Transparent and lives

on

No control Can be negative Scale Hard to measure

Set campaign tasks on the consumer pathway

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What is it?

What does it do?

What is it called?

What does it look like?

How does it make me feel?

Is it for people like me?

Do I like it?

How do I know this is the best?

Where and how do I find out more?

When, where and how do I buy this?

Why should I buy this now?

How do I use this?

Why should I use this now/more often?

How do I get more from this?

Can I be part of this brand?

How do I engage more with it?

What’s my reward?

How I show my appreciation?

What’s the story?

How do I share?

Productnews

Emotionalinvolvement

Helping themchoose

Convert toaction

Improve theexperience

Rewardbrand users

Enable

WOM

BRAND ACTION

Know Feel Think Shop Use Bond Tell

CONSUMER BRAND EXPERIENCE

Display - Performance

Emails/ Newsletters

Sponsorships/partnerships

Affiliation

SEA + SEO

Video – Online TVDisplay - Branding

Shopbot – Comparison websites

Social media Social media Social media

Shopbots

Shoppable Video

Mobile

Multiple actionable digital levers according to objectives

Digital has diversified consumer experiences…and measurement options…

Digital Levers Focus

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Measuring the performances of online campaigns

Tracking

67

This describes the capabilities of an ad server to track, measure and report online campaign activities and performance (number of ad impressions, clicks, page views after banner click or after ad impression, interactions after click…)

Ad tracking is possible via tracking tags to be implemented before campaign start, in banners and websites to measure ad banner and destination website interactions.

Ad tracking solution provides reporting information by creative ad format, ad placements, publisher websites, daypart (hours…)… and proposes usually a real-time reporting to optimize the campaign on an on-going basis. This should be available through an online reporting system to monitor and control all these campaign performance indicators.

Why is data tracking essential ?

Measure your traffic & Identify your Audience!

Create a bridge between regular media data, site activity data and customer data

Better understanding of the consumer pathway, “from Awareness to purchase”

Identify conversion factors and positively affect key indicators: Conversion rates (Sales, Newsletter, contest, etc.)

Web users actions on your site become the main objective to reach

=> key Performance Indicator (KPIs)


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Optimization on-the-go for a better spend!

Measure site’s activity in real time to understand the customers’ activity on

site and to optimize media investment by publisher channel

A test and learn approach: at the end of the campaign we will be able to get

precious learnings for the following campaigns.


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Stop throwing your money out!

Understand your consumers and optimize your ROI

Optimize your campaign to reach your KPIs (Sales, Newsletter, etc)

Identify the conversion path to optimize the performances

Ability to identify, track, and report complex user interactions to develop efficient campaigns via Retargeting


Get reliable information on the actual performance of your campaign Allocate conversions to the exact channel it came from Using a simple tracking method means de-duplication of conversion data

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1 conversion paid to channel w/ the last attributed cookie

Your website


Avoid Duplication!

Display

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Display, an answer to all media objectives

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Creative can echo TV/print messages in order to increase memorization halo effect

High visibility and impacting campaign through innovative formats on high reach websites and portals

Generate engagement by offering unique and useful experience through : In-banner interactions (ie mini game or contest), website integrations with added value for the user (ie eshop integration, recipe/tips – see Tendriade example), social plugin integration in banner..Creative developed ad-hoc for the online campaign

Maximize traffic, enlarge consumer database / generate on or off line sales through a contest, coupons, special deals …Cost-effective buying with standard formatsCreative : strong and clear call to action Conversion funnel on the website has to be optimized (3 clicks max)

Coverage / Awareness Engagement Traffic/Recruitment/Sales

Display, presentation of different formats

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Online display media landscape

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A same placement can serve multiple objectives. The message itself will determine the user’s actions and objective achievement.

A clear creative message is key

Branding /Awareness/Visibility Performance/Lead

A. Build Awareness

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B. Create engagement

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Keys to a good story telling :

Engage with your audience : clear and pertinent content - Conversation, exclusivity and originality

Incite share : give them the need to share your content!

Engaging tool : innovate with apps, widgets to optimize visibility and shares

Added value : consumers aspire to a real relationship with the brand and expect to benefit somewhat of

that relationship

Experience : make the consumer live a real and rich experience with the brand

B. Create engagement

C. Generate Traffic/Recruitment/Sales

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C. Generate Traffic/Recruitment/Sales

Focus on ROI driven campaigns : Performanced based display and emailing campaigns can be activated to garanty

traffic/sales/recruitment

ROI driven display and emailing campaigns in order to maximise traffic and sales using :

- Digital networks and portals (ie MSN..) with pay per action buying model

- Digital networks using retargeting and behavioral targeting

- Targeted websites, on cost-effective placements with pay per clic or low CPM

- Targeted emailing databases when brand awareness is high with pay per action buying model

Requirement : strong call to action with a promotional offer, a coupon, a contest, a game…

Measurement of online display campaigns

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KPI’s are different for each type of campaign

Impressions & UV (coverage)RepetitionCost/ UVPosts tests, memorization…

MediaKPI’s

Number of clicksVisits post click & post-impression Interaction rateAverage time spent on siteCTRCost per click

TrafficKPI’s

Subscriptions, registrationsSalesConversion rateAverage turnoverCost of acquisition….

Transformation KPI’s

Traffic/engagement Recruitment/SalesVisibility/Exposure

Able to address a wide scope of objectives :– Branding, awareness, traffic, leads generation, ROI,…

Various buying models: – Cost per exposure (CPT), – Cost per click (CPC),– Cost per lead or per acquisition (CPL / CPA) …

Requires to be creative, flexible, innovative in order to emerge

Fully measurable (via in depth tracking possibilities)Þ Media rich in learnings

To recap, Display is a diversified channel

Mass campaign

Socio demographics targeting

Behavioral targeting

Targeting quality

Contextual targeting

Profile targeting

Day and geographic targeting

Soph

istic

ation

de

gree

Different ways to reach target audience with advertising

New targeting opportunities

Users centric

Standards targets based on media data / supports

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Contextual targeting

Source : Panel Nielsen NetRatings

Example : France Women 25-49 yo

High audience and coverage

Strong affinity

Affinity Targeting vs Reach

TargetingDay-part, Geographical & demographic targeting

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• Sites with users of the desired gender, age, HHI, education, etc. are identified with media planning tools.

Demographic

• Ads are shown only during specified times of day, according to performance and target audience behavior

Day-parting

• Ads are displayed only to users in certain geographical areas, based on country, region, DMA, etc.

Geographical

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Increasingly sophisticated methods to reach audiences online using data

3 methodologies to score profiles:

• Declarative (panel)

Generally used for demographics

• Surf on the web : what kind of content (sites/pages) did the user visit ?

• Request on search engines captured through referrers

These methodologies depend and vary according to the data provider

Collected data are not nominative

They are associated with the user’s IP address

Using consumer dataFocus on behavioral targeting

http://www.gettyimages.fr/detail/rbrb_2564/Photodisc

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More granular targeting based on site searches

Continuing the onsite customer dialogue with more relevant messaging

Better user experience with more relevant ads

Using consumer dataFocus on retargeting and remessaging

How can I buy my target audience?Buying models- pro’s & cons

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Buy type Appropriate for : Pros Cons

Fixed RateAwareness, sponsorships, page exclusivities

No other advertisers on the pageQualitative presence, strong visibility Premium pricing – Volume not guaranteed

CPM (cost per thousand)

Sponsorship, premium buys

ControlGuaranteed volume.Targeting and filters can be applied

Premium pricing

Hybrid (CPM + other)CPM-A

Securing volume in performance systems

Provide additional control over volume in performance engines No performance guaranty

CPC (cost per click) Traffic objectivesHigher priority than CPA in the P.E systemsBetter control of volume for linear conversion paths

Higher pricing Ltd targeting available across most CPC activity.Volume not guaranteed and difficult to flight

CPA (cost per action) Applications, leads, and online actions

Closest to ideal ROI position for advertisers (publisher assumes majority of risk)Only pay for agreed outcome at agreed bid

Susceptible to competitionLittle control of placement and site selectionVolumes are not guaranteedInability to target

RTB and Adexchange

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Two Decades of Online Buying

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The growth in the volume of inventory in the online marketplace has led to new buying models.

How can RTB help you achieve your marketing goals?

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How does RTB work?

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1. User arrives at a site. Site sends a request to the Ad Exchange for an ad.

2. The site feeds data into the exchange (data can be related to site, user, etc.).

3. The data is relayed to a demand side platform (DSP) which is the technology used to gather availability and then bid on the impression.

4. If the ad/impression request fits your campaign parameters your pre set bid will be submitted to the Ad Exchange.

5. The exchange receives all of the bids, verifies for any blocked advertisers and then selects the winning bid.

6. That bidder’s ad is then served to the site and the user is shown a more relevant and targeted ad.

Success Requires Knowledge Sharing

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Data Providers

DSPEvaluation

InventorySources

ExpectationSetting

ReportingDashboards

OverallStrategy

Partners

KPIs

HotButtons

CAMPAIGNSUCCESS

AdvertiserAgency

Real-time Bidding

Active Learning

99

Targeting

Optimizing

ScalingReporting

Performing

Online Video

100

Why focus on Online Video ?

102

1.Increased memorisation vs. other media

2. Incremental Coverage

3. Reach Light TV Viewers

4. Stand out vs. competitors (SOV)

5. Cost efficiency

6.Enriched experience vs. search or traditional display / redirection is not a requirement

The volume of users watching Video content online has increased by 9% in the past year

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What determines Online Video relevance ?

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1. Market’s TV coverage, congestion and profitability

2. Market’s Digital coverage

3. Market’s TV Online coverage, broadband capacity

4. Cost efficiency : CPM : TV vs TVOL

5. Placement type (Pre-Roll, Center Break) and quality

6. Targeting possibilities

7. Video content available

8. Redirection possibilities

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In-Banner:

Advertising videos integrated in classical

display formats

In-Stream: Dynamically integrated ad video in a streaming video content

(ex: Youtube)

Catch-Up: « Never miss a TV show again! » Similar to In-stream, used for (re)viewing TV programmes without the use of a TV.

The different types of Online Video

Buying Models

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Buy type Appropriate for : Pros Cons

Fixed RateAwareness, sponsorships, page exclusivities

No other advertisers on the pageQualitative presence, very strong visibility Premium pricing – Volume not guaranteed

CPM (cost per thousand)

In-stream, in-banner, catch-up

ControlGuaranteed volume.Targeting and filters can be applied

Premium pricing

CPV (cost per view) Massive diffusion at controlled cost

Closest to ideal ROI position for advertisers (publisher assumes majority of risk)Only pay for agreed outcome at agreed bid

Susceptible to competitionLittle control of placement and site selectionVolumes are not guaranteedTargeting is not always possible

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On top of coverage and GRP’s costs optimization, Internet is about creating a halo effect around the campaign in order to increase impact, memorization, top of mind and purchase intent

Using the same creative ad / platform will maximize this complementarity effect, creating a real continuity, an «echo» between the 2 medias

Creative guideline: use the TV copies on digital !

Source : Nielsen -238 brands et 412 products tested ie 951 copies aired in TV and mid-roll of a TV show (entire) aired on the web.

On premium video websites, TV copies show more impact than dedicated creatives: from6 to 15%

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Creative guideline : Best practice

In order to benefit from the free visibility during the first 30 seconds (and especially during

the first 5 seconds) we strongly recommend including the following during the first seconds :

A fixed logo during the entire video and/or

The end packshot / brand logo and/or any important and appealing information

Unless the video’s content is extremely entertaining, we recommend limiting the video’s

duration to 30 seconds max. Ideal duration being between 15 and 20 seconds.

Search Introduction

109

The basics of Paid Search

110Which becomes the ZMOT of next user

THE CONSUMER JOURNEY IN TODAY’S DIGITAL WORLDHAS RADICALLY CHANGED

The basics of Paid Search

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SEA challenges for a brand

1. Answer consumers informative requests (recipes, nutrition, health, news…)

2. To improve brand image and awareness, and increase online leads (discount coupons, site visits)

3. Allowing in fine to increase brands market share

SEA : a lever for market share improvement

SEA : a lever for market share improvement

Territories to conquerBrand territory

Preempt Google results page on all declensions of Brand requests

Make sure that no competitor is showing

Protect your Brand at Google to make sure that no competitor can use it in their ad.

Understand consumer intentions behind every requests to cover only those for which the brand website contains a qualified answer

Encourage leads on the web site

DEFENSIVE - LOYALTY OFFENSIVE - ACQUISITION

Rationalize and increase investments on territories to conquer, while securing brand territory.

Why should I invest in Paid Search ?1. To increase qualified traffic on your website

Why should you invest in Paid Search?

After 2 seconds After 8 seconds

The first 5-6 links on the left get by far the most attention and are much more frequently clicked. This includes the paid results on the top already in the first seconds.


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To increase your brand awareness and legitimacy


Source: comScore, US, CPG study / Jupiter Research / Ipsos Insight Consumer Survey

To increase my market share


ConsiderationTop of Mind Awareness

+34% +94%

TV SEM

0.54

1.40

PPC : ROI x2.5 vs TV

Net ROI per media

Ratio of short term sales per invested euro.

Impact of Paid Search on brand items

Cross Media Study :Herbabrillance campaign (Jun 09 / FR)

Source: Garnier Study & GfK, Benchmarking – the great leap forward, April 2010

How does paid search work?

119

Optimization strategy

How does paid search work?

Ad Rank=

Pertinence

Quality Score

• Is determined by a combination of factors :• Click-Through Rate (CTR)• Keyword and ad copy pertinence• Landing Page quality• And some other factors

X

How much I’m ready to pay

Google Quality Score

Annonce

CTR

Landing

Page

Bid (Max Cost Per Click)

• The bid is the maximum amount an advertiser is ready to pay for each click on his ad.

How to create an efficient Paid Search campaign ?

Structure PrioritisationRelevance

The 3 Efficiency Pillars

1. Relenvance


Ensure adgroups are tightly themed

Cover the most relevant keywords

Use the most relevant adcopy

Direct to the most relevant landing pages

Maximise Quality Score Increase Ads position on the search page Achieve lower CPC and higher Conversion Rate Increase ROI

Structure


Purchase

Consideration

Awareness

Generic campaigns

Brand + Generics

Brand terms

Structure

The 3 Efficiency PillarsStructure campaigns according to the purchase

funnel

Ensure each search query triggers the right keyword

Allocate maximum budget to end funnel campaigns

Manage impression share on upper funnel campaigns

Maximise position and share of voice for top converting keywords Achieve cost efficiency for generic campaigns Maximise volume of conversions Increase ROI

In practical terms, how to launch a Paid Search campaign ?

In practical terms, how to launch a Paid Search campaign ?


Reporting & Insights

• Where to advertise• Brand & Generics• Competitor Terms• New Product Initiatives

• Relevancy• Site Structure• Reporting / Budget Control

Needs• Considerations for Quality

Score

• Message & Experience Should match KW / Copy

• Largest lever for Conversion Rate

• Budget• Performance Objectives• Drives the control of

actual performance

• Message to the searcher• Branding• Promotional• Testing

• Impressions, Clicks, CTR, CPC, Avg Pos.

• Conversions• CPA

Copy

Keywords

Landing Pages

Campaign Structure

Measurement

Bids & Budgets

The future of Search

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Enhanced campaign

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Demographics

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Writing an Ad copy

The 3 Efficiency PillarsAd copy is used to connect keywords with relevant copy, screening out irrelevant traffic. Relevant copy prompts a user to click-through an ad (CTR), which is a key factor into the search engines’ algorithms for ad placements. High relevancy is rewarded with high placement.

Properly managed copy drives conversions, not just clicks…

Benefits at a Glance: Delivers high qualified traffic Increases click-through rates Decreases irrelevant clicks Maximizes campaign efficiency Reduces costs Increases leads/sales

Measurement


Reporting

• Ensure you have implemented conversion tracking• Test tracking is correctly implemented:

• Use test library• Create a dummy conversion

Tracking

• Integrate with analytics (where possible) to report on engagement metrics

• Synchronise platform with search engine platforms

• Set regular reportings following key metrics in order to follow performances and optimize in consequence.

Setting a campaign’s daily budget

The 3 Efficiency Pillars Use Google’s traffic estimator to

anticipate the demand of traffic an cost for each campaign

Ensure your budget is well distributed across campaigns and that daily budgets reflect the estimated volume of traffic and cost

Ensure budget covers 100% visibility on lower funnel campaigns

Use remaining budget to maximise the impression share for upper funnel campaigns

Conversions

Brand

Brand + Generic

Generic

Maximise impression share with remaining budget

Ensure 100% visibility

Ensure high visibility

Leverage with other channels

The 3 Efficiency PillarsLeverage activity from other channels to maximise SEM performance

Affiliation

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Affiliation is a form of advertising that is priced based on campaign performance

A win-win partnership where an advertiser offers a webmaster visuals / tools to circulate on their website in order to promote their products (in exchange for a commission fixed ahead of time)

Definition of Affiliation

134

The advertiser uses a network of affiliates who act as a virtual sales force promoting the brand and the products of the advertiser

By including on their pages advertising materials &/or product information these affiliates direct traffic to the advertiser’s site

Each affiliate is remunerated according to the results attained

A performance marketing channel, affiliation is by definition, the marketing tool with the lowest risk given that the advertiser pays only if the internet user is converted according to specific conditions

Affiliation principles

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Affiliation principles

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A win-win partnership

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• Utilize internet to install and reference the brand & its offers in order to:• Drive sales, increase average items per customer, grow turnover• Acquire a proprietary database with qualified and reactive opt-in contacts• Tap into quality traffic • Reinforce the awareness of the brand and site

• All the while controlling the cost per acquisition for each converted contact: according to remuneration defined by several criteria, the advertiser pays only once the result is achieved (sale, inscription, visit…)

Why chose affiliation?

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Affiliation SWOT

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Social Media

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Social TV

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Social Media Adspend: high growth…And mobile…

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Social Media Adspend

$0.0

$2,000,000,000.0

$4,000,000,000.0

$6,000,000,000.0

$8,000,000,000.0

$10,000,000,000.0

$12,000,000,000.0

2012

2017

20122017

1.1B+ global active Facebook users…68% on mobiles…60% log indaily…with average 200+ friends… 350MM photos uploaded daily…*

Facebook secret ad revenue growth? Mobile…

143 Source: Facebook 5/2013

Social Media Key Players

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Key Stats

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How social Media impacts the consumer pathway

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FourSquare

Google+

InstagramTwitter

Facebook

6 categories of social media experiences

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• Self contained experiences accessed through FB or mobile platforms

Applications

• Environments set up to serve a specific population for specific needs

Community

• Experiences for which branded content is created, distributed and shared

Social content

•Monitoring customer issues and managing one-to-one & one-to-few communications

Social CRM

•Using a group of socially connected individuals to build or enhance an asset

Crowd sourcing

•Paid media on social channels•Standard paid media driving to social context

Social placement

Social Media offers richer possibilities of measurement

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Digital training

Business

Transcript of Digital training