Birmingham, AL 9.29.11 SERBCA Fall Conference Presented by: Gary Sweatt, CxA, QCxP.
Gary Taylor - OTE Birmingham - Digital advertising – where is it going?
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Transcript of Gary Taylor - OTE Birmingham - Digital advertising – where is it going?
Where Is It Going?
Digital Advertising
Copyright 2013 TMW Ltd.
Contents
Copyright 2013 TMW Ltd.
• Who am I?
• The Search Market• How The Landscape Has Changed• The Effects Of ATL To Web
• Identifying And Monitoring Digital Trends
• Managing Data Effectively• “Big Data”• Econometric Modelling• Attribution Modelling
• The Next Big Things For Digital Advertising• Audience Profiling• Content Marketing• Social Listening And Verification
• Technology Recommendations
TMW Overview
Copyright 2013 TMW Ltd.
TMW are an independently-owned media buying agency with offices in Stratford Upon Avon and London, we specialise in the planning, booking and implementation of TV, Press, Radio, Out of Home and Digital media.
Our team manages large-scale integrated marketing and consultancy services for a number of top UK companies, including:
• Major furniture retailer• Leading vitamins company• Global power tools company• Global insurance company• National house builder
And a number of other top retail, leisure and travel clients
Who Am I?
Copyright 2013 TMW Ltd.
• Ten years online marketing experience
• Core skills in digital solutions, SEO and analytics
• Midlands Young Entrepreneur of the Year in 2008
• Guest speaker at numerous digital conferences in the UK and Europe including SMX, SAScon and Think Visibility
• Significant experience within lead generation, retail and ROI driven campaigns
• Nominated As European SEO Personality Of The Year 2012…
Gary Taylor
Head Of Digital – TMW Ltd.
The Landscape Has Changed
Search Market
Copyright 2013 TMW Ltd.
89.11%
6.35%3.22%
UK Market Share
Bing
Yahoo
Other
Data Source: TheWord.co.uk July 2013
Google Still Dominating UK Search
Copyright 2013 TMW Ltd.
Search Market
Copyright 2013 TMW Ltd.
Paid Results
Organic Results
Paid Results
Traditionally, Google only showed paid and organic results
Paid Results
Google Finder
Organic Results
Local Results
Google Maps / Local Results
Paid Results
Local Results
Search Market
Copyright 2013 TMW Ltd.
Now there are numerous ways to gain valuable search engine “real estate”
Search Market
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Nestlé finds horse meat in beef pasta
mealsAndroid Kit Kat
unveiled by Google and Nestlé
Search is extremely sensitive to positive and negative economic factors
Search Market
Copyright 2013 TMW Ltd.
A comprehensive search strategy now joins forces with social media and PR, helping you to understand your online reputation and how to protect it
Search Market
Copyright 2013 TMW Ltd.
Search is extremely sensitive to positive and negative economic factorsAnd the effects of TV to web are unequivocal
The Effects Of ATL To Web
Copyright 2013 TMW Ltd.
Above the line advertising (TV, Press, Display Advertising, Social etc.) drives customers into the funnel, where we can harvest them with other channels like PPC, Organic Search, Email and Display Retargeting
Multiple “touch points” along user
journey
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The need to make your brand synonymous with your products and integrate all marketing channels is more important than ever
The Effects Of ATL To Web
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In a nutshell: If you aren’t visible when your campaigns need it most…your competitors WILL steal your customers
Own YOUR space
The Effects Of ATL To Web
Digital Trends
Identifying And Monitoring
Copyright 2013 TMW Ltd.
Copyright 2013 TMW Ltd.
Today there is a plethora of buzz words, sayings and clichés in the digital universe but what should you be focusing your efforts on?
Digital “Buzz” Words
Attribution Modelling
Econometric Modelling
Augmented Reality
So-Lo-Mo
QR CodesNFC
Apps
Content Marketing Inbound
Marketing
RTB Display
Audience Profiling
Big Data
Copyright 2013 TMW Ltd.
Today there is a plethora of buzz words, sayings and clichés in the digital universe but what should you be focusing your efforts on?
Digital “Buzz” Words
Attribution Modelling
Econometric Modelling
Augmented Reality
So-Lo-Mo
QR CodesNFC
Apps
Content Marketing Inbound
Marketing
RTB Display
Audience Profiling
Big Data
Copyright 2013 TMW Ltd.
Today there is a plethora of buzz words, sayings and clichés in the digital universe but what should you be focusing your efforts on?
Digital “Buzz” Words
Attribution Modelling
Econometric Modelling
Augmented Reality
So-Lo-Mo
QR CodesNFC
Apps
Content Marketing Inbound
Marketing
RTB Display
Audience Profiling
Big Data
Copyright 2013 TMW Ltd.
Today there is a plethora of buzz words, sayings and clichés in the digital universe but what should you be focusing your efforts on?
Digital “Buzz” Words
Attribution Modelling
Econometric Modelling
Augmented Reality
So-Lo-Mo
QR CodesNFC
Apps
Content Marketing Inbound
Marketing
RTB Display
Audience Profiling
Big Data
Copyright 2013 TMW Ltd.
Today there is a plethora of buzz words, sayings and clichés in the digital universe but what should you be focusing your efforts on?
Digital “Buzz” Words
Attribution Modelling
Econometric Modelling
Augmented Reality
So-Lo-Mo
QR CodesNFC
Apps
Content Marketing Inbound
Marketing
RTB Display
Audience Profiling
Big Data
Copyright 2013 TMW Ltd.
Today there is a plethora of buzz words, sayings and clichés in the digital universe but what should you be focusing your efforts on?
Digital “Buzz” Words
Attribution Modelling
Econometric Modelling
Augmented Reality
So-Lo-Mo
QR CodesNFC
Apps
Content Marketing Inbound
Marketing
RTB Display
Audience Profiling
Big Data
Managing It Effectively
Data
Copyright 2013 TMW Ltd.
Copyright 2013 TMW Ltd.
Big data is only useful when you can understand it, interpret it and make informed business decisions based upon it.
If you have hundreds, thousands or millions of lines of data, how can you manage it effectively?
Big Data
London Olympics Campaign
115m impressions served
188 creative formats tested
537k lines of user journey data
Copyright 2013 TMW Ltd.
How can I find users with a higher propensity to CONVERT?
The BIG Question
Copyright 2013 TMW Ltd.
Review current paths to conversion against spend and revenue
Attribution Modelling
Path to purchase example:
1st Impression
Last Click
• The Times• Mex Ad• Amazon etc.
Banner
Copyright 2013 TMW Ltd.
Analyse % weighting of spend using analytics solutions e.g DC Storm, Bright Analytics etc.
Attribution Modelling
Banner PPC Re-targeting Organic/Direct
15
50
2015
Cost vs. Rev
Copyright 2013 TMW Ltd.
Monitor Cost vs. Revenue across all marketing channels
Attribution Modelling
Copyright 2013 TMW Ltd.
Revise % of spend to make it as efficient as possible based on new weighted results…reducing cost vs. revenue
Attribution Modelling
Cost vs. Rev
Banner PPC Re-targeting Organic/Direct
35
25
30
10
Copyright 2013 TMW Ltd.
Understanding your baseline activity (intercept) is vital so that you can determine uplift by channel and amend advertising spend to the most efficient mix
Big Data
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0120
5,000
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Web VisitsATL and Digital Activity
Copyright 2013 TMW Ltd.
To achieve this most efficient mix data can be analysed using a statistical method called regression analysis which allows us to “predict” an output based on various inputs and variables
Econometric Modelling
Y ≈ ƒ( X, β) Breakdown:
Y = The dependent variable ƒ = The function X = Independent variablesβ= “Beta” unknown parameters (represents a “Scalar” - a quantity described by a singular number)
Copyright 2013 TMW Ltd.
The correlation coefficient ranges from −1 to 1, with anything over 0.7 considered to be a positive correlation.
A value of 1 describes a perfect relationship between Y and X.
Econometric Modelling
Our aim is to find a media mix which correlates as closely as possible to 1
Copyright 2013 TMW Ltd.
So, back to that BIG question…and those 537,426 lines of data…
Logistic Regression
Copyright 2013 TMW Ltd.
How can I find users with a higher propensity to CONVERT?
The BIG Question
Copyright 2013 TMW Ltd.
Logistic Regression can be used in marketing to “predict” a customer's propensity to purchase a product or cancel a service
The most straightforward interpretation of this is where the outcome is coded as a "0" or "1”
Examples:
Did a user who viewed a display ad, followed by clicking on a PPC ad convert?
Did a Telegraph reader convert?
Do existing customers who view 2 display ads, followed by an organic search, then 3 days later click on a PPC ad, finally returning 4 days later via a direct visit to our website convert?
Logistic Regression
Copyright 2013 TMW Ltd.
The good news is that we don’t have to do this in our heads…there are numerous software providers with attribution solutions from entry level to enterprise
Phew!...I’m Glad That’s Over…
Copyright 2013 TMW Ltd.
So What Next?
Attribution Modelling
Econometric Modelling
Augmented Reality
So-Lo-Mo
QR CodesNFC
Apps
Content Marketing Inbound
Marketing
RTB Display
Audience Profiling
Big Data
Copyright 2013 TMW Ltd.
So What Next?
Attribution Modelling
Econometric Modelling
Augmented Reality
So-Lo-Mo
QR CodesNFC
Apps
Content Marketing Inbound
Marketing
RTB Display
Audience Profiling
Big Data
Copyright 2013 TMW Ltd.
So What Next?
Attribution Modelling
Econometric Modelling
Augmented Reality
So-Lo-Mo
QR CodesNFC
Apps
Content Marketing Inbound
Marketing
RTB Display
Audience Profiling
Big Data
Copyright 2013 TMW Ltd.
So What Next?
Attribution Modelling
Econometric Modelling
Augmented Reality
So-Lo-Mo
QR CodesNFC
Apps
Content Marketing Inbound
Marketing
RTB Display
Audience Profiling
Big Data
Copyright 2013 TMW Ltd.
The Next Big Things…
Attribution Modelling
Econometric Modelling
Augmented Reality
So-Lo-Mo
QR CodesNFC
Apps
Content Marketing Inbound
Marketing
RTB Display
Audience Profiling
Big Data
For Digital Advertising
The Next Big Things
Copyright 2013 TMW Ltd.
Copyright 2013 TMW Ltd.
Audience Profiling
So we know which of our user journeys have a higher propensity to convert, so let’s describe them as customers and create ways to attract more of these users…
You may have multiple customer personas applicable to your product(s)…ASK your
customers!
Copyright 2013 TMW Ltd.
Audience Profiling
We can then form audience profiles and understand more about their browsing habits…but more importantly…how we reach them, and where we can find them online!
Content Marketing…It’s Nothing New
Copyright 2013 TMW Ltd.
Content marketing is nothing new…But moving forward we can back it up with REAL data
Audience (000’s) Responses Index
Total 7,737 3,427 147
1 People.co.uk (TMG) 375 159 231.5
2 HelloMagazine.com 131 54 226.7
3 GardenersWorld.com 509 238 198.5
4 RoyalCentral.co.uk 215 118 193.4
5 HolidayWatchdog.com 296 138 139.4
6 Trusted Reviews 356 151 127.8
7 Express.co.uk 585 268 113.8
8 BBC Good Food 2,155 862 113.7
9 Mail Online Femail 1,098 522 111.9
10 MSN News & Weather 2,017 917 109.8
Content Marketing
Copyright 2013 TMW Ltd.
For purposes of this example we have used dummy pro-royalist data
Our users are almost twice as likely to browse
RoyalCentral.co.uk
Content Marketing At It’s Best
Copyright 2013 TMW Ltd.
Relevant and well researched content
on leading pro-Royalist website
Helps with contextual targeting on display
activity for truly integrated approach
Copyright 2013 TMW Ltd.
Own YOUR space
And This Brings Us Full Circle
Verifying Your Efforts
Copyright 2013 TMW Ltd.
Using various social monitoring/listening tools we can monitor the results
The social impact created by your marketing
campaigns is extremely valuable data.
Verifying Your Efforts
Copyright 2013 TMW Ltd.
Determine if your marketing message has reached the right audience. Have you said the right things to the right people?
Time of day is important to know, particularly when
understanding when’s best to uplift or down weight
activity
And Finally…
Copyright 2013 TMW Ltd.
“ Success comes from doing the simple things brilliantly…
Recommendations
Technology
Copyright 2013 TMW Ltd.
Technology Recommendations
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Recommended Reads
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The End
Copyright 2013 TMW Ltd.
Thank You
Feel free to follow me on Twitter @garyptaylor