dma 2013 when worlds collide
DESCRIPTION
mkt digitalTRANSCRIPT
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When Worlds Collide
Moses Foster, WCGKimberly Dickerson, MWV
Eoin Townsend, MediaMath
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ROI is in our DNA
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Packaging solutions forthe worlds largest brands
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EMPOWERING THE NEW BREED OF MARKETING PROFESSIONALS
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Goals
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Increase MWV brand awareness
10%
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Increase MWV brand awareness
Drive right prospects to MWV website
ExecutivesBrand ManagersProspective Employees
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The Initial Test
Client Agency Partner
B2BAudience
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The Initial TestCreative
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The Initial TestResults
Achievedgreater than
70% lift
Pre-campaign
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The Initial TestSurvey
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The Initial Test
We saw that we could:
Target preferred customers effectively
Control our marketing spend
Create a scalable branding approach for a B2B marketer
Move the needle on awareness
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The Second Test
Client Agency Partners
The Whole
Universe
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Creative
The Second Test
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Results
Exposed(after viewing MWV ad)
Achieved greater than 200% lift
The Second Test
Control(prior to viewing MWV ad)
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A Very Efficient ProgramCTRs are better than the industry average.
Achieved+58%
B2B Average5.0bps
Online Ad Networks
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A Very Efficient ProgramWe are also driving the right type of traffic to our site.
Micro 40%
Small 14% F500 8%
X-Large 22%
Large7%
Mid 9%
100
75
50
25
0
Mid-mgmt30%
Executive43%
Non-mgmt27%
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Next Steps
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Next Steps
This was incredibly exciting for us and there are some logical next steps
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Next Steps
Monitor metrics and economics
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Continually evolve the creative to combat fatigue and maximize performance
Next Steps
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Next Steps
Make headway on converting the interest were stimulating into business leads
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Thank You
Questions?