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BIG ROASDirect Response + Brand Awareness for Programmatic Performance
Evan Barocas | Point it Digital MarketingDirector of Display Advertisingwww.pointit.com 03.09.2015
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Housekeeping Slide
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About Point It
World-Class Clients
Our Services
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Tweeting Along?
#programmatic #bigroas@EvBarocas @Point_It
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Today’s Presenter
Evan BarocasPoint It Digital MarketingDirector of Display Advertising
About Evan
Driven to execute effective and efficient
campaigns, Evan manages the strategy, planning,
implementation and optimization of display
campaigns at Point It. Drawing on eight years of
experience in national politics, Evan applies his
strong analytical instincts and deep knowledge of
media planning and optimization to his client’s
success.
Learn more at www.pointit.com
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Agenda
The Challenge1 ROAS Goals in Action4
What’s Happening?2 Q&A5
Why it’s Working3
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Looking for new ways to generate efficient marketing performance?
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Wondering how you can achieve and exceed your
ROAS goals?
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The Programmatic Foundation
Low Cost Access to High Value Users
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The Programmatic Foundation
Low Cost Access to High Value Users
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Cost Transparency
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The Programmatic Foundation
Low Cost Access to High Value Users
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Cost Transparency
Centralized Ad Buying and Measurement
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The Challenges
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CHALLENGE #1: KPIs, KPIs, KPIs
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CHALLENGE #2: Same Budget, Higher Expectations
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CHALLENGE 3:Explore New Channels
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What’s Happening?
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Traditional Funnel
Top of funnel:• Raise brand
awarenessBottom Funnel:
• Remarket to non-converting audiences
Strategy
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New Funnel
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BRAND INITIATIVES ADVERTISING THOUGHT LEADERSHIP CONTENT MARKETING SOCIAL MEDIAADVERTISING EVENTS THOUGHT LEADERSHIP BRANDING PUBLIC BRAND INITIATIVES ADVERTISINGTHOUGHT LEADERSHIP CONTENT MARKETING SOCIAL MEDIA ADVERTISING EVENTS THOUGHTLEADERSHIP BRANDING PUBLIC ADVERTISING EVENTS THOUGHT LEADERSHIP CONTENT MARKETING
BRAND INITIATIVES ADVERTISING THOUGHT LEADERSHIP CONTENT MARKETING SOCIAL MEDIAADVERTISING EVENTS THOUGHT LEADERSHIP BRANDING PUBLIC RELATIONS BRAND INITIATIVESADVERTISING THOUGHT LEADERSHIP CONTENT MARKETING SOCIAL MEDIA ADVERTISING EVENTSTHOUGHT LEADERSHIP BRANDING PUBLIC ADVERTISING THOUGHT LEADERSHIP CONTENT MARKETI
YOUR BRAND STREAM
COMPETITOR’S BRAND STREAM
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Awareness Understanding Consideration Purchase
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Why it’s working
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Abundance of Data
• Identify and activate user intent through 1st, 2nd and 3rd
party data sources
• Enables ability to target in-market consumers at the bottom on the purchasing funnel
Centralized Ad Buying and
Measurement
• Demand Side Platforms centralize ad buying and measurement to allow for attribution modeling and smarter, real-time investing
Cost Transparency
• Access to the highest value users through the lowest cost premium ad inventory.
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Why it’s working
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ROAS Goals in ACTION
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Case Study: Microsoft Store Canada
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Questions?
#PSAMAchat
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Association.
TOPIC: Future of AdTech
April 6th @ 1:00pm
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