a recipe for success: 5 key ingredients for an integrated digital display marketing campaign
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A Recipe for Success: 5 key Ingredients for an Integrated Digital Display Marketing Campaign. Jim Price President & CEO Empower MediaMarketing @EmpowerMM. Cat Spurway-Hepler SVP, Strategy & Marketing PointRoll @PointRoll. Niemen Marcus Chocolate Chip Cookies. - PowerPoint PPT PresentationTRANSCRIPT
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A Recipe for Success: 5 key Ingredients for an Integrated Digital
Display Marketing Campaign
Jim PricePresident & CEOEmpower MediaMarketing@EmpowerMM
Cat Spurway-HeplerSVP, Strategy & MarketingPointRoll@PointRoll
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Niemen Marcus Chocolate Chip CookiesGrab a piece of paper, your iPad, iPhone…
1/2 cup unsalted butter1 cup packed brown sugar3 tablespoons white sugar1 egg2 teaspoons vanilla extract1 3/4 cups all-purpose flour1/2 teaspoon baking soda1/2 teaspoon baking powder1/2 teaspoon salt1 1/2 teaspoons instant espresso coffee powder1 1/2 cups semisweet chocolate chips
Preheat oven to 375 degrees Cream together butter, brown and white sugar, beat in egg and vanilla. Add flour, baking soda, baking powder, salt and espresso powder; stir into the creamed mixture. Finally, stir in the chocolate chips. Drop dough by tablespoonfuls onto a greased cookie sheetBake for 8 to 10 minutes
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A Recipe for Success: 5 key Ingredients for an Integrated Digital
Display Marketing Campaign
Jim PricePresident & CEOEmpower MediaMarketing@EmpowerMM
Cat Spurway-HeplerSVP, Strategy & MarketingPointRoll@PointRoll
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We’ll Cover 3 Things
1. The 5 Ingredients for Digital Success
2. How Brands are Applying the 5 Ingredients
3. Key Questions to Find the Right Recipe for Your Brand
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The 5 Ingredients for Digital Marketing Success
1. Audience : Who are you serving?
2. Data: What’s on the menu?
3. Creative: We eat with our eyes first!
4. Distribution: For here or to go?
5. Performance: 5 Star or Flop?
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Insights
Make the Most Out Of Every Impression
Reporting/Analysis
Optimization
Metrics/KPIs
Future Decisions
Evaluate ROI
MediaAllocation/Creative
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Insights
Make the Most Out Of Every Impression
Reporting/Analysis
Optimization
Metrics/KPIs
Future Decisions
Evaluate ROI
MediaAllocation/
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Find Your Audience, Reach More of Your Audience
Key Questions:• Is your audience more than an execution target?• Which tools/partners could you be using?• Are you prepared to be OBA compliant?• Are you considering contextual and intent?
Audience
People, Not Just Places
Understand Your AudienceFind and
Reach More of Your Audience
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Insights
Make the Most Out Of Every Impression
Reporting/Analysis
Optimization
Metrics/KPIs
Future Decisions
Evaluate ROI
MediaAllocation/
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When You Find Them, Give Them What They WantData
Key Questions:Do your audience insights influence your message?Are you considering the environment where media is being consumed?Do your success metrics tell the whole story?
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Case Study: Meijer - Syndicating the Circular
A Dash of “Distribution”
Meijer thinks BIG with digital billboards featuring local deals!
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Insights
Make the Most Out Of Every Impression
Reporting/Analysis
Optimization
Metrics/KPIs
Future Decisions
Evaluate ROI
MediaAllocation/
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Use Creative to Engage
High Impact Executions/ Page Takeovers
Integrated/Synched Video
Interactive Experience and Engagement
Interactivity ,Gaming, Data Entry
Click the images above to experience the value of creative
Expandables with Multiple Videos
Photo Upload
Creative
Highly interactive non-expanding rich media
Dynamic: XML, Offers, Ad Versioning, Landing Pages
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Give Consumers What They Want
Key Questions:
Do you have dynamic assets available?
Are you giving them a reason to engage?
Are you thinking beyond the click?
Does every impression make an impression
Creative
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Give Consumers What They WantCreative
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Insights
Make the Most Out Of Every Impression
Reporting/Analysis
Optimization
Metrics/KPIs
Future Decisions
Evaluate ROI
MediaAllocation/
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Distribution No Channels: Your Brand… Everywhere
Mobile App Mobile Site
Online Circular
iPad
FacebookPC Rich Media/Display
Digital Out of Home
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Distribution No Channels: Your Brand… Everywhere
Mobile App Mobile Site
Online Circular
iPad
FacebookPC Rich Media/Display
Digital Out of Home
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No Channels: Your Brand… Everywhere
Key Questions:Are you extending beyond the desktop?Are you testing new digital channels?Do you consider mobile “display”?
www.NoChannels.com
Distribution
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No Channels: Your Brand… EverywhereDistribution
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No Channels: Your Brand… EverywhereDistribution
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Make the Most Out Of Every Impression
Metrics/KPIs
Future Decisions
Evaluate ROI
MediaAllocation/Creative
Insights
Reporting/Analysis
Optimization
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Measuring the Impact of Display
Key Questions:Are you looking at and measuring your digital investments holistically?Are you measuring success based on the last click?Are you measuring site-side activity?
Performance
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Measuring the Impact of DisplayPerformance
Giving Proper Credit to Display + Search • A consumer saw a display ad, then searched on Google or Yahoo,
then booked an appointment
• 16% of people who booked an appointment saw a display ad before they made a search
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Challenge:• Reach consumers where they are – online – and drive in
store to increase sales
Strategy:• Test rich media ads with dynamic and local content• Evaluate richer, expandable format versus standard ads• Evaluate how various audience segments perform
Result:Overall increase in in-store sales during the three-month campaign period and expandable, localized eCircular ads significantly outperformed the non-expanding Flash ads:
• 9% increase in dollar sales with digital • 17 % incremental sales lift among rich media
exposed households compared with a 5% standard ad lift
• 10x return on media investment• Led to better understanding of customer segments
SUPERVALU Drives Conversion with Localized Expandable Ad Campaign
* Study conducted by Nielsen
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AUDIENCE / TARGETING INFO
Open, Agnostic,Targeted
DATA Promotions, Messaging
Products, Offers, Inventory Feeds
CREATIVE ASSETS
Elements, Features, Functionality
Mea
sure
Mobile, iPad
Social/ Facebook Digital OOHPC
In Stream Video
Create, Customize, QA, Test, Serve, Analyze & Optimize
Advertising Technology Platform
Create, Connect, Convert
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Connect with Us!
Jim [email protected]@EmpowerMM.com
Cat Spurway-Hepler@PointRollwww.pointroll.comblog.PointRoll.comcspurway@pointroll.com
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Next PointRoll Webinar: “OBA Compliance Demystified: Easy Solutions for Compliant Campaigns”
Hosted by TRUSTe and PointRollRegister: tinyurl.com/PointRollOBAWebinar
March 24, 2010
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Thanks!