The recipe for a successful digital marketing campaign is built around 5 key ingredients. Learn from PointRoll and Empower MediaMarketing how a leading retailer has crafted innovative, integrated digital campaigns using these 5 key ingredients to create more relevant and actionable consumer experiences.

1. A Recipe for Success:
5 key Ingredients for an Integrated Digital
Display Marketing Campaign
Jim Price Cat Spurway-Hepler
President & CEO SVP, Strategy & Marketing
Empower MediaMarketing PointRoll
@EmpowerMM @PointRoll
1

2. Niemen Marcus Chocolate Chip Cookies
Grab a piece of paper, your iPad, iPhone…
1/2 cup unsalted butter
1 cup packed brown sugar
3 tablespoons white sugar
1 egg
2 teaspoons vanilla extract
1 3/4 cups all-purpose flour
1/2 teaspoon baking soda
1/2 teaspoon baking powder
1/2 teaspoon salt
1 1/2 teaspoons instant espresso coffee powder
1 1/2 cups semisweet chocolate chips
Preheat oven to 375 degrees
Cream together butter, brown and white sugar, beat in egg and vanilla. Add flour, baking soda,
baking powder, salt and espresso powder; stir into the creamed mixture. Finally, stir in the
chocolate chips.
Drop dough by tablespoonfuls onto a greased cookie sheet
Bake for 8 to 10 minutes
2

3. A Recipe for Success:
5 key Ingredients for an Integrated Digital
Display Marketing Campaign
Jim Price Cat Spurway-Hepler
President & CEO SVP, Strategy & Marketing
Empower MediaMarketing PointRoll
@EmpowerMM @PointRoll
3

4. We’ll Cover 3 Things
1. The 5 Ingredients for Digital Success
2. How Brands are Applying the 5 Ingredients
3. Key Questions to Find the Right Recipe for Your Brand
4

5. The 5 Ingredients for Digital Marketing Success
1. Audience : Who are you serving?
2. Data: What’s on the menu?
3. Creative: We eat with our eyes first!
4. Distribution: For here or to go?
5. Performance: 5 Star or Flop?
5

6. Make the Most Out Of Every Impression
Audience
Audience Understanding
& Knowledge, Finding
More Targets
Data Creative
Relevant Data Driven Ads Engaging and Higher Impact
with Audience-specific Ads, Interactive Functionality
Messaging Based on BT, and Feature-Rich Creative
Geo, Demo and More
Distribution
Performance
6

7. Make the Most Out Of Every Impression
Audience
Audience Understanding
& Knowledge, Finding
More Targets
Data Creative
Relevant Data Driven Ads Engaging and Higher Impact
with Audience-specific Ads, Interactive Functionality
Messaging Based on BT, and Feature-Rich Creative
Geo, Demo and More
Distribution
Performance
7

8. Audience Find Your Audience, Reach More of Your Audience
Understand
Your Audience
Find and
Reach More
of Your
Audience
People, Not Just Places
Key Questions:
• Is your audience more than an execution target?
• Which tools/partners could you be using?
• Are you prepared to be OBA compliant?
• Are you considering contextual and intent?
8

9. Make the Most Out Of Every Impression
Audience
Audience Understanding
& Knowledge, Finding
More Targets
Data Creative
Relevant Data Driven Ads Engaging and Higher Impact
with Audience-specific Ads, Interactive Functionality
Messaging Based on BT, and Feature-Rich Creative
Geo, Demo and More
Distribution
Performance
9

10. Data When You Find Them, Give Them What They Want
Key Questions:
Do your audience insights influence your message?
Are you considering the environment where media is being consumed?
Do your success metrics tell the whole story?
11

11. Case Study: Meijer - Syndicating the Circular
A Dash of
“Distribution”
Meijer thinks BIG with digital billboards
featuring local deals!
12

12. Make the Most Out Of Every Impression
Audience
Audience Understanding
& Knowledge, Finding
More Targets
Data Creative
Relevant Data Driven Ads Engaging and Higher Impact
with Audience-specific Ads, Interactive Functionality
Messaging Based on BT, and Feature-Rich Creative
Geo, Demo and More
Distribution
Performance
13

13. Creative Use Creative to Engage
Interactive Experience
High Impact Executions/ Highly interactive non- Dynamic: XML, Offers, Ad
and Engagement
Page Takeovers expanding rich media Versioning, Landing Pages
Photo Upload Expandables with Multiple Interactivity ,Gaming, Integrated/Synched Video
Videos Data Entry
Click the images above to experience the value of creative
14

14. Creative Give Consumers What They Want
Key Questions:
Do you have dynamic assets available?
Are you giving them a reason to engage?
Are you thinking beyond the click?
Does every impression make an impression
15

15. Creative Give Consumers What They Want
16

16. Make the Most Out Of Every Impression
Audience
Audience Understanding
& Knowledge, Finding
More Targets
Data Creative
Relevant Data Driven Ads Engaging and Higher Impact
with Audience-specific Ads, Interactive Functionality
Messaging Based on BT, and Feature-Rich Creative
Geo, Demo and More
Distribution
Performance
17

17. Distribution No Channels: Your Brand… Everywhere
PC Rich Media/Display Online Circular Facebook
iPad
Mobile App Mobile Site Digital Out of Home
18

18. Distribution No Channels: Your Brand… Everywhere
PC Rich Media/Display Online Circular Facebook
iPad
Mobile App Mobile Site Digital Out of Home
19

19. Distribution No Channels: Your Brand… Everywhere
Key Questions:
Are you extending beyond the desktop?
Are you testing new digital channels?
Do you consider mobile “display”?
www.NoChannels.com
20

20. Distribution No Channels: Your Brand… Everywhere
21

21. Distribution No Channels: Your Brand… Everywhere
22

22. Make the Most Out Of Every Impression
Audience
Audience Understanding
& Knowledge, Finding
More Targets
Data Creative
Relevant Data Driven Ads Engaging and Higher Impact
with Audience-specific Ads, Interactive Functionality
Messaging Based on BT, and Feature-Rich Creative
Geo, Demo and More
Distribution
Performance
23

23. Performance Measuring the Impact of Display
Key Questions:
Are you looking at and measuring your digital
investments holistically?
Are you measuring success based on the last click?
Are you measuring site-side activity?
24

24. Performance Measuring the Impact of Display
Giving Proper Credit to Display + Search
• A consumer saw a display ad, then searched on Google or Yahoo,
then booked an appointment
• 16% of people who booked an appointment saw a display ad
before they made a search
25

25. SUPERVALU Drives Conversion with Localized Expandable Ad Campaign
Challenge:
• Reach consumers where they are – online – and drive in
store to increase sales
Strategy:
• Test rich media ads with dynamic and local content
• Evaluate richer, expandable format versus standard ads
• Evaluate how various audience segments perform
Result:
Overall increase in in-store sales during the three-month
campaign period and expandable, localized eCircular
ads significantly outperformed the non-expanding
Flash ads:
• 9% increase in dollar sales with digital
• 17 % incremental sales lift among rich media
exposed households compared with a 5%
standard ad lift
• 10x return on media investment
• Led to better understanding of customer segments
* Study conducted by Nielsen
26

26. Create, Connect, Convert
Social/ In Stream
Facebook Video
PC Mobile, iPad Digital OOH
DATA CREATIVE
AUDIENCE / Promotions, Messaging ASSETS
TARGETING INFO Products, Offers, Elements, Features,
Open, Agnostic, Inventory Feeds Functionality
Targeted
27

27. Connect with Us!
Jim Price Cat Spurway-Hepler
@EmpowerMM @PointRoll
www.EmpowerMM.com www.pointroll.com
www.NoChannels.com blog.PointRoll.com
jim.price@EmpowerMM.com cspurway@pointroll.com
28

28. Next PointRoll Webinar:
“OBA Compliance Demystified: Easy
Solutions for Compliant Campaigns”
Hosted by TRUSTe and PointRoll
Register: tinyurl.com/PointRollOBAWebinar
March 24, 2010
29

29. Thanks!
30