the future of marketing: leveraging intent beyond search
DESCRIPTION
AdRoll’s President, CMO & Co-Founder, Adam Berke’s keynote presentation at the 5th Digital Media and Marketing Summit in Dublin on May 28th 2014. Adam explores how data and intent data is at the centre of the new digital advertising ecosystem. Social: #digitalsummit14 @Digital_Summit @adamberke @AdRoll www.adroll.comTRANSCRIPT
The Global Leader in Retargeting
ROI Focused 15,000+ CustomersActive in 100+ Countries
The Future of Marketing: Leveraging Intent Beyond Search
Presented by Adam Berke, President, CMO and Co-Founder of AdRoll
Sydney, AustraliaOpened April 2014
Hiring 20 by 2015
Media and Advertising Industries are Evolving
Ad Spend vs Time Spent
The Machines are Taking Over...
The Machines are Taking Over…
How do you anticipate the amount of your inventory sold programmatically to change over the next year?
Somewhat More
Substantially More
No Change
Data is the center of the new digital advertising ecosystem
Display Search
Social
Video
Mobile
Content Mktg
Data
Intent Data Is Your Most Valuable Asset
What is the most valuable type of data? INTENT!
Online bike store
Intent
There Are Other Places to Capture Intent
Targeting Based On First-Party Data = Retargeting
98% of visitors leave your site without converting. Retargeting lets you re-engage those visitors with your ads as they browse other websites. Over 85% increase in return conversions.
But You Don’t Just Buy All Of The Data…
What is Twerking? Eurovision winner Ploughing Championships Cycling gear
Brian O’Driscoll Joan Burton Property Tax
buy bikes online Selfie Election 2014 Mountain bikes
Dublin GAA Dublin Bikes Scheme One Direction
60-DayHolding Period
30-DayHolding Period
Segment Your Intent Data
Marketing Based On Visitor Behavior
Place the AdRoll SmartPixel across your site
1 Segment and score visitors by their web actions
2 A different message is delivered to each individual
3
Real World Tactics
Build Messaging With Your Sales Funnel In Mind
Awareness: non-product content pages and <3 product pages. Strong brand imagery, lower bid, add contextual filters.
Consideration: >3 product pages, multiple site visits, high duration visits. Dynamic product creative, higher bids, broad reach.
Purchase intent: cart abandonment, Dynamic product creative, high bids, broad reach, use promotions.
Loyalty: X days post purchase. Content campaigns. LTV metrics.
21 days
10 days
7 days
7 days
Become Publisher Agnostic to Increase ROI
Placement and testing across our 200+ partners to reach your customers and drive conversions on the highest quality inventory.
Exploring cross-device retargeting
We’re Now in a Multi-Screen WorldDave wants to shop wherever, whenever he wants
"90% of consumer transactions are started on one device and finished on another."
- Neil Mohan, Google VP of Display Advertising
Forbes Article
*
200M+mobile apps downloaded
10B+web pages consumed
$720M+online sales purchased
FB Mobile App Install Ads (MAI) ● If a business is going to
spend $1 promoting an App, the best audience to start with is their desktop audience
● Include a clear CTA: “Install Now” or “Buy Now”
Mobile Retargeting Use Case 1: Drive Mobile App Installs
FB Mobile News Feed ads (MNF)
● MNF ads have the same functionality as desktop news feed ads. click ad → mobile site
● Advertisers should mirror their desktop campaign strategy to mobile
Mobile Retargeting Use Case 2: Extend Reach to Mobile, Drive Conversions
We wanted to make sure that our current website visitors could continuously engage with our product anytime they’re on mobile devices. AdRoll allowed us to help them discover our new app to keep them up-to-date.
►
►
►
— Casey Kohner, Web Production Manager at Trek
Case Study: Trek’s omni-channel and cross-device strategy
Thank You!Adam Berke, President & Co-Founder@adamberke