powerpoint template instruction - bisnode.be mail. video. target tv ads. youtube. out of home....
TRANSCRIPT
INTRODUCTION
CLIENT ROI
RELEVANCE
DATA
OMNI-CHANNEL
Why do we organise
AN OMNI-CHANNEL SEMINAR ?
BISNODE OMNI-CHANNEL JOURNEY
Direct Mail
VideoTarget TV Ads
Youtube
Out Of Home
FacebookInstagramMessenger
TelemarketingFixed Phone
Mobile PhoneSMS
GoogleAds Display
Digital Radio
Other Social Networks
Amazon
TARGET GROUP
CLIENTDATA
BUSINESS INTELLIGENCE
BISNODE DATA
Your own media
BISNODE OMNI-CHANNEL JOURNEY
TARGET GROUP
Active Investors
Prestige cars buyers
10% highestpurchaseindicator
Product Personae-based
audience
LODE LAUWERSBisnode Belgium
IF THE CHANNEL IS THE VESSEL,DATA IS THE OIL
TARGETED ADVERTISINGWhat it is
TVSET-UP BOX OWNERS
CONSUMER PROFILESBISNODE
PII MATCHING
TARGETED ADVERTISINGWhat it feels like
Placeholder
Targeted Spot A
Targeted Spot B
OPT OUT
THE TV ECOSYSTEM HAS CHANGED
Buying approach Inventory Data /
Technology
Traditional
Addressable
THE TV PRICING HAS CHANGED
A18-34, A25-54, etc.
CIM / Nielsen
Pre-defined targets & sizes
GRP IMPRESSIONS
BMW Drivers, Social Class, pets, children, etc.
STB
Ability to leverage multiple data sets
Dynamic targeting possibilities
HOW TO PLAN A CAMPAIGNFOR ADDRESSABLE TV
When using data you need to follow three steps:
DATA IN MEDIA PLANNING
Step 1:Determine campaign goal
Step 2: Find KPI’s to measure your goal
Step 3:Choose the right channels to drive that goal
When using data you need to follow three steps:
DATA IN MEDIA PLANNING
Step 1:Determine campaign goal
Step 2: Find KPI’s to measure your goal
Step 3:Choose the right channels to drive that goal
Step 1: Determine campaign goals
DATA IN MEDIA PLANNING
AWARENESS
CONSIDERATION
DRIVE SALES
Step 1: Determine campaign goals
DATA IN MEDIA PLANNING
AWARENESS
CONSIDERATION
DRIVE SALESASPIRATIONAL
TARGETINGTRADITIONALTARGETING
50%
USE DATA FOR MEDIA SPENDING OPTIMALISATION
Step 1: Determine campaign goals
DATA IN MEDIA PLANNING
AWARENESS
CONSIDERATION
DRIVE SALES
CRMTARGETING
ASPIRATIONALTARGETING
30%
USE DATA FOR TAILORED ADVERTISMENTS
Step 1: Determine campaign goals
DATA IN MEDIA PLANNING
AWARENESS
CONSIDERATION
DRIVE SALESMODEL DRIVEN
TARGETING
CRMTARGETING
USE DATA TO MAXIMIZE CONVERSION
When using data you need to follow three steps:
DATA IN MEDIA PLANNING
Step 1:Determine campaign goal
Step 2: Find KPI’s to measure your goal
Step 3:Choose the right channels to drive that goal
Step 2: Determine campaign goals
DATA IN MEDIA PLANNING
AWARENESS
Views
Ad recall lift
Unique users
Awareness lift
Impressions
Step 2: Determine campaign goals
DATA IN MEDIA PLANNING
CONSIDERATION
CTR
Watch Time
Soft response
data
Brand interest lift
Step 2: Determine campaign goals
DATA IN MEDIA PLANNING
SALES
Sales
Orders
App installs
When using data you need to follow three steps:
DATA IN MEDIA PLANNING
Step 1:Determine campaign goal
Step 2: Find KPI’s to measure your goal
Step 3:Choose the right channels to drive that goal
Step 3: Determine Best Channel
DATA IN MEDIA PLANNING
DIRECT INTERACTION CAPABILITIES
INDIRECT INTERACTION CAPABILITIES
• People can directly interact with an ad (ex. by clicking on it)
• Best to drive sales• Because of the interaction people are
more often blocking ads and less likely to actively listen to your message
• Can work as a single touch
• People can not interact with an ad• Best to generate awareness• People are more likely to actively listen to
your message• Works best when followed up with a call
to action on an direct channel
Source: marketingweek
Direct Mail
TVOut Of Home
Social
Telemarketing
Display
Video
RadioPaper Press
A CASE STUDYFROM ADDRESSABLE TV
INTERNAL USE ONLY
Step 1: Determine campaign goals
AWARENESS
CONSIDERATION
DRIVE SALES
USE CASE: DRIVE SALES FOR A CAR BRAND
Client: A car company
Campaign Goal: Sell cars during and after autosalon.
Media planning goal: Prove that Lookalikes have higher
conversion than Aspirational
CASE : DRIVE SALES WITH TV ADS
CASE : DRIVE SALES WITH TV ADS
CASE : DRIVE SALES WITH TV ADS
CASE : DRIVE SALES WITH TV ADS
CASE : DRIVE SALES WITH TV ADS
• Selection– CIM & Aspirational selections are not aligned with buyers profiles
• Viewing– Reach is between 70 and 85% in general and is not much influenced by selection method– 70% of reach is obtained after 3 – 10 days depending on the car– watchers and non watchers have the same profiles
• Sales– Look-alike selections : always a significant increase of conversion % (2 to 5 x higher uplifts)– CIM and Aspirational selections : no major difference in conversion– OTS improves conversion%, with a more visible effect on Look-alike selections– OTS increase shows its effect as from 10 times and seems to maximize conversion around 30 times
CASE : DRIVE SALES WITH TV ADS
