getting more bang for your buck in the programmatic era
TRANSCRIPT
GETTING MORE BANG FOR YOUR BUCK IN THE PROGRAMMATIC ERA
MARIUS SMYTHMD ADROLL EMEA
Full-funnel performance marketing25,000 customers in over 150 countries.
Who participated in the State of the Industry UK Report?
“A survey of 220 UK marketers investigating the latest views on retargeting, programmatic advertising and performance marketing in the UK”
Programmatic Advertising is thriving in the UK
Retargeting
Retargeting is no longer seen as a direct response tactic: it’s is now full funnel
BEST PRACTICE: Use customer data to reach the right users, with the right message, at the right time
Brand Awareness
Engagement
Purchase
Upsell
BEST PRACTICE: Some examples of industry and types of goals you can setINDUSTRY GOAL BEHAVIOUR STRATEGY
Retail Increase Sales Placed item in cart & abandoned
Display specific product and offer
B2B Increase Lead Gen Browsed a solution, didn’t fill in lead form
Promote a downloadable white paper to drive email capture
Travel Increase Bookings Purchased flight without hotel
Hotel discounts for location
Gaming Convert freemium users
Engages frequently but yet to purchase
Target offers to upgrade to paid
Entertainment Promote event registration
Previously attended a similar event
Target ads encouraging registration for the event
Finance Cross-sell products Previously purchased a financial product
Promote a complementary service
Attribution
INSIGHT: Attribution is key, but most aren’t thinking in an attributed way
BEST PRACTICE: Approaches to Attribution
1. More than half of companies use basic first or last click attribution models. 1
2. 83% of marketing dollars spent have a 70% or greater difference in CPA between scientifically attributed metrics and last click metrics. 2
3. Top performing organisations are 5 x more likely to use advanced attribution models. 3
Attribution Model
First Click/First Touch
Last Click/Last Touch
Linear
Time Decay
Dynamic vs.Custom
OtherSources:
1. “Attribution for Data Driven Marketers, 2014”, AdRoll (n=1000)
2. “Exploring the Art and Science of Marketing Attribution” 2013, RelateIQ
3. The State of Marketing 2013, IBM’s Global Survey of Marketers, Global Summit 2013, n.d. Web
BEST PRACTICE: Approaches to Attribution
Key Findings of the State of the Industry UK Report #AdRollSOTI
Any Questions?