BIA Kelsey NATIONAL: Key Trends in National/Local Marketing

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Kenshoo

Keynote presentation by Aaron Goldman, CMO, Kenshoo at the BIA Kelsey NATIONAL event on February 26, 2015.

Marketing

Aaron Goldman
BIA/Kelsey Keynote | March, 2015

2© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Agenda
• Landscape
• Key Trends
• Mobile
• Programmatic
• Channel Fluidity
• Audience Signals
• Measurement
• National/Local Success Story
• Imperatives

3© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Evolving Landscape Brings New Challenges
“Online in 60 Seconds”
(Source: Qmee)

4© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Key Trends

5© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Mobile

6© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Mobile Trends
Mobile local search ad spend is
expected to be nearly
$4B in 2015
And double to nearly
$8B by 2018
70% of mobile searchers call a business directly from search results
(Source: Google)

7© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Baseline Execution
• Create mobile responsive site
• Opt in to search & social mobile
ads

8© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Sophisticated MarketerApproach
• Deploy mobile bid
adjustments
• Focus on targeted calls to
action (click-to-call)
• Explore in-app ads
• Leverage mobile display ads

9© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Programmatic

10© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Programmatic Trends
Mobile display
is driving
programmatic
growth
Display and Mobile
top programmatic channels
$8+ billion in 2015
mobile programmatic ad spend in U.S.

12© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Sophisticated MarketerApproach
Intent-driven audiences convert at 30% lower cost per acquisition
Leverage search intent to pick and
choose the impressions you buy
BMW 3 Series
(Source: Kenshoo)

13© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Channel Fluidity

14© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Channel FluidityTrends
Marketers prioritize cross-channel coordination in theory but not necessarily in execution

16
Sophisticated MarketerApproach
64%
of Kenshoo clients
see planning &
forecasting as the
most important
capabilities in their
marketing
Budget allocation based on performance and inventory availability
Transparency:
Enhanced visibility
to multiple goals
monitoring, trend
chart, forecasting
Optimization:
Algorithms
designed to
meet small
budget
objectives
Automation with
Control:
Define pacing
preference, off
days, edit rollover,
prorate
Intuitive
Grouping:
Manage
campaigns
with shared
budget and
objectives.

17© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Audience Signals

18© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
AudienceTargeting Trends
of marketers cite improving
segmentation and targeting
among their leading priorities
-eMarketer
of marketers leverage technology in
support of data-driven marketing and
advertising for audience management
analytics and in support of
segmentation and targeting
-IAB
1/3 83%

19© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Baseline Execution
Create audience segments by:
• Geography
• Demographics
• Content
• Third party data
• Correlated extensions (i.e. location)

20© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Sophisticated MarketerApproach

21© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Measurement

22© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Measurement Trends
27% of marketers include “measurement of marketing ROI” as top area of investment next year
Nearly 40%
of B2B and B2C marketers don’t
have an attribution model in place
to measure return on investment
(Source: The Economist)

23© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Baseline Execution
Attribute keywords to calls directly from search ad and landing pages
Go beyond the click to measure:
• Phone calls
• Aggregate cost-per-lead
• Sales

24© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Sophisticated MarketerApproach
Predict and optimize full lifetime value across devices and channels

25© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
National/Local Success

26© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Going the Distance
• Ensure consistent and up-to-date store location information
• Sync inventory via feeds for greater accuracy in product representation
• Expand keywords to cover long tail
• Categorize campaigns by product lines
• Set portfolio optimization goals to maximize profitability
• Implement tracking to capture offline and online customer interactions
1.5M
Keywords
added
16%
YoY SEM
Revenue
Overall
Efficiency

27© 2015 Kenshoo, Ltd. Confidential and Proprietary Information

28© 2015 Kenshoo, Ltd. Confidential and Proprietary Information

29© 2015 Kenshoo, Ltd. Confidential and Proprietary Information

30© 2015 Kenshoo, Ltd. Confidential and Proprietary Information

31© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Imperatives

32© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Keys to Success
Data Management Technology Automation Cross-Channel
Attribution
People & Strategy

33© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Thank You!
@AaronGoldman
@Kenshoo

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BIA Kelsey NATIONAL: Key Trends in National/Local Marketing

1. Aaron Goldman BIA/Kelsey Keynote | March, 2015

2. 2© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Agenda • Landscape • Key Trends • Mobile • Programmatic • Channel Fluidity • Audience Signals • Measurement • National/Local Success Story • Imperatives

6. 6© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Mobile Trends Mobile local search ad spend is expected to be nearly $4B in 2015 And double to nearly $8B by 2018 70% of mobile searchers call a business directly from search results (Source: Google)

8. 8© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Sophisticated MarketerApproach • Deploy mobile bid adjustments • Focus on targeted calls to action (click-to-call) • Explore in-app ads • Leverage mobile display ads

10. 10© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Programmatic Trends Mobile display is driving programmatic growth Display and Mobile top programmatic channels $8+ billion in 2015 mobile programmatic ad spend in U.S.

11. 11© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Baseline Execution Real-time bidding to reach new prospects and retarget consumers who’ve visited your site Users arrive on advertiser’s site Users visit pages on site, and leave without converting Users visit site, and see a retargeted ad for the specific brand 1 2 3

12. 12© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Sophisticated MarketerApproach Intent-driven audiences convert at 30% lower cost per acquisition Leverage search intent to pick and choose the impressions you buy BMW 3 Series (Source: Kenshoo)

15. 15© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Baseline Execution Consistent and updated information across all platforms: • Name, Address, Phone • Stores and Hours• Website and Online Profile

16. 16 Sophisticated MarketerApproach 64% of Kenshoo clients see planning & forecasting as the most important capabilities in their marketing Budget allocation based on performance and inventory availability Transparency: Enhanced visibility to multiple goals monitoring, trend chart, forecasting Optimization: Algorithms designed to meet small budget objectives Automation with Control: Define pacing preference, off days, edit rollover, prorate Intuitive Grouping: Manage campaigns with shared budget and objectives.

18. 18© 2015 Kenshoo, Ltd. Confidential and Proprietary Information AudienceTargeting Trends of marketers cite improving segmentation and targeting among their leading priorities -eMarketer of marketers leverage technology in support of data-driven marketing and advertising for audience management analytics and in support of segmentation and targeting -IAB 1/3 83%

19. 19© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Baseline Execution Create audience segments by: • Geography • Demographics • Content • Third party data • Correlated extensions (i.e. location)

22. 22© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Measurement Trends 27% of marketers include “measurement of marketing ROI” as top area of investment next year Nearly 40% of B2B and B2C marketers don’t have an attribution model in place to measure return on investment (Source: The Economist)

23. 23© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Baseline Execution Attribute keywords to calls directly from search ad and landing pages Go beyond the click to measure: • Phone calls • Aggregate cost-per-lead • Sales

26. 26© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Going the Distance • Ensure consistent and up-to-date store location information • Sync inventory via feeds for greater accuracy in product representation • Expand keywords to cover long tail • Categorize campaigns by product lines • Set portfolio optimization goals to maximize profitability • Implement tracking to capture offline and online customer interactions 1.5M Keywords added 16% YoY SEM Revenue Overall Efficiency

BIA Kelsey NATIONAL: Key Trends in National/Local Marketing

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