turning challenges into opportunities in … ad spend growth to accelerate 4.7% in 2018 (warc) key...
TRANSCRIPT
/ TURNING CHALLENGES INTO
OPPORTUNITIES IN UNCERTAIN TIMES
ACROSS PAID SEARCH, DISPLAY AND
AUDIENCE INSIGHTS
HANNAH KIMUYU
Director of Paid Media
Hannah has over seventeen years’ of digital experience, and was
crowned the 2015 Google and IPA Search Superstar thanks to her
innovation in technology and determination to keeping
Greenlight ahead of the curve. Hannah has been a key innovator
in diversifying Greenlight’s paid media and data insights offering,
having led the agency towards retargeting, audience insights,
display, and paid social advertising, at a time when other
agencies saw those innovations as a fad.
ANGELA KNIBB
Head of Paid Search
Angela has been working in paid media since 2010. She manages
a large team of international paid media specialists, overseeing
our training, development and progression plans, while also
being a key escalation point for strategy or challenges. Angela
has experience devising, advising on and leading a multitude of
verticals across paid search and paid social, with a strong
background in fast-paced international fashion retail.
OPERATING IN CHALLENGING TIMES
Consider international
expansion
Target the right audience more
effectively
Integrate with the wider
channel mix
UK AD SPEND
Mobile accounts for
nearly 25% of digital
spend
International advertisers
winning 12% more UK
auctions since Brexit vote…
…with 7% CPC drop
Predicted to grow 0.3%
in 2018 (IPAs
Bellwether report)
Over 10% of advertisers
allocate more than 50%
of their marketing
budgets to digital
GBP IS TRENDING DOWN
INTERNATIONAL CONVERSION
UPLIFT
Weakened GBP increases our
competitiveness
internationally
INCREASED DOMESTIC
COMPETITION
Strengthening USD
UK market more affordable to
international advertisers
Increasing conversions for UK
retailers in other markets
/ GOING INTERNATIONAL
CUSTOMER EXPERIENC
E
PLATFORMS
EXPERTISE DATATECHNOLOGY
GLOBAL AD SPEND GROWTH TO ACCELERATE 4.7% IN 2018 (WARC)
KEY CONSIDERATION POINTS
/ EUROPEAN MARKETS
HISTORIC BENEFITS OF EXPANDING TO EU MARKETS
FUTURE BENEFITS
FOCUSING ON EMEA
Trade links
Freedom of movement
Geographically close
Spend in Western Europe grew by just 0.2% YoY
2.6% growth in ad spend predicted for 2018 in western Europe (WARC)
8.4% growth in ad spend in central and eastern Europe
/ INTERNATIONAL MARKETS
2018 GROWTH PREDICTIONS (WARC):
• 5% ad spend growth in North America
• 6% ad spend growth in Asia-Pacific
2017 FACTS
• Chinese ad spend increased 4.7% YoY (41% of Asian market)
• Latin American ad spend increased 9.4%
THE INTERNATIONAL MARKET IS WIDE OPEN!
UK advertiser conversions have grown 10-20% since Brexit vote
/ AUDIENCE TARGETING
SimilarUsers
Site engagement
Third Party Data
Relationship Status
RLSA
Customer Match
Age
Gender
Income
In
Market
First Party Data
Second Party Data
Interests Affinity Interests
Cookie Data
DMP
Remarketing
Custom Audiences
Job Title
Credit History
Financial History
Behavioural
Contextual
Content Engagement
Category
Topic
Job Seniority
Industry
Fans
Followers
CRM Data
Device
Location
AUDIENCE TARGETING HAS COME A LONG, LONG WAY
/ THINK BIGGER THAN JUST PAID SEARCH
PAID SEARCH CAPTURES EXISTING DEMAND, OTHER CHANNELS…
/ ALIGN YOUR CHANNEL STRATEGIES
WORK TOGETHER, NOT AGAINST EACH OTHER
”In the middle of every difficulty lies opportunity”
- Albert Einstein
GreenlightDigitalLtd
@GLDigital
Greenlightdigital
greenlight
www.greenlightdigital.com
The Varnish Works, 3 Bravingtons Walk, London, N1 9AJ | +44 (0)20 7253 7000 [email protected]