whack-a-mole vs waltz - customization of display advertising, digiday programmatic summit, may 23rd,...
TRANSCRIPT
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WHACK-A-MOLE VS WALTZ – CUSTOMIZATION OF DISPLAY
ADVERTISINGMagda Pivo-Sulewski
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• Acquisition between November 1st- January 31st
• Primary Metric : CPA
• Secondary Metrics:
• Landing Page View
• Quote
• Cart/Application Start
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ONE AD FITS ALL APPROACH
Consumer
Go on, CONVERT!
GO AWAY!
(Ad block)
Marketer
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HEAVY TESTING IN LIVE ENVIRONMENT
1. Segment-based targeting vs intent based
2. Segment message vs generic message
3. Creative : 1000 Variations• Multiple copy variations per segment based
on what will resonate with that user• CTA• colors
4. Segment vs Location
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WALTZ
• Dialog with Customer• Being helpful vs intrusive
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MEANINGFUL CONTENT
CONSIDERATION SELECTION TIME SENSITIVE PURCHASE REMINDER
1
RESEARCH
2 3 4 5
Window of Acquisition
Impacting users with ads crafted to each step of their purchase journey.
Focus: Prospecting when competition is lower to build up cookie pool. Focus: Retargeting
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RETARGETING
• Retargeting users who visited certain pages within the purchase journey and dropped out
• Variety of creative to avoid ad-fatigue• Sequential messaging• 20% lift in conversions
Ad Landing Page Quote Cart App Start App Complete
Application Tool
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AGILE Monitoring Campaign Performance • Publishers - elimination if underperforming• Budget fluidity across markets
ANALYSIS • Year-over-year conversion trend line • Variation in activity during holidays, weekends vs weekdays• Helped to adjust budget to not overspend in slow days/weeks
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CAMPAIGN SPEND
MEMBER VOLUME
CPA
SUCCESS YOY
52%
76%
15%
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TAKEAWAYS
• Invest money to get to know your customer. • Use common sense by putting yourself in consumer shoes• Test. • Test.• Test.• Keep your hand on the pulse, monitor campaign closely.• Optimize• Analyze, look for trends, seasonality, slow-days, certain deadline and adjust
your campaign spent accordingly.