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Ad Optimisation in
Multi-Channel Digital Advertising
Sam Fenton-Elstone
iCrossing
Head of Media

London • 10–13 February 2014 • #SESLON @SESConf
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

Ad Optimisation in multi-channel
digital advertising
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

Complex, marketing headache?
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

Search

Premium
Display

Shopping Feeds

Biddable
Media

In Game

Re-targeting

In App

Bought Social
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

By 2016 smart TV ownership will rise

From 5% to 66%

MediaTel, February 2013
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

75%
Percentage of Brits who watch TV with a second
device (smartphone & tablet) in hand

BSkyB & YouGov research, cited: http://www.guardian.co.uk/technology/appsblog/2012/oct/29/social-tv-second-screenresearch
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

48%

Second screeners on social networks
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

10.7 hours a day with all forms of media

5.6 hours on digital

http://www.globalwebindex.net/online-time-now-exceeds-offline-media-consumption-globally/
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

“If you can't explain it to a six year
old, you don't understand it
yourself.”
– Albert Einstein
London | 10–13 February 2014 | #SESLON | @SESConf

Audiences are the same as they ever were…

@sjfe
@icrossing_uk
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

Tip #1
Think Audience, not channel.
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

Historic ‘targeting’ focused
on identifying
loudest signal of implied
intent

Context
Where the message is seen

Demographic signifiers
What can be inferred about the audience
based on the context
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

Your purchases…

Your access …

Your device…

Your likes…

Intent signals are multiplying & becoming readable…

Your sign ups…

Your network…

Your location…

Your browsing…

1
3
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

Display

Social

Search

Retargeting
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

Display

Social

Search

Retargeting
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

There are many in-between…
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

Simplfy machine

Tip #2
Simplify the machine.
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

Audience

Access
London | 10–13 February 2014 | #SESLON | @SESConf

Spend > £2m
Spend > £1m

Spend < £1m

@sjfe
@icrossing_uk
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

Tip #3
Identify the signals that matter
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk
London | 10–13 February 2014 | #SESLON | @SESConf

Relevant
Efficient
Actionable
Lasting

@sjfe
@icrossing_uk
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

Tip #4
Is your business built to deliver this?
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

Budget
Results
Data
Strategy

Head e-Com

CMO

Budget
Results
Data
Strategy

Head Marketing

SEO Manager

Paid Search Manager

Brand Manager

Digital Marketing
Manager

Affiliate Manager

Email Manager

Display Manager

Social Media Manager
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

Brand structure with
Audience at its core
Audience
Analysis

Audience
Engagement

Marketing
Brand
Amplification

Audience
Acquisition
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

Typical Agency
structure
PPC

SEO

MEDIA

CREATIVE

INSIGHT
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

Typical Agency
structure
PPC

SEO

MEDIA

PPCVISIBILITY & AMPLIFICATION
SEO
SEO, PPC, MEDIA, SOCIAL, CRM

INSIGHT
AUDIENCE ANALYTICS

CREATIVE

INSIGHT

CREATIVE
CONTENT, COMMUNITY,
ART & DESIGN
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

Think Audiences not channels
Unify buying platforms
Keep it REAL
Take advantage of the opportunities
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

Audience engagement across multiple
customer moments
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

Thank you.
@sjfe
@icrossing_uk
01273 827 700

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Audience engagement across multiple customer moments - SES 2014

  • 1. Ad Optimisation in Multi-Channel Digital Advertising Sam Fenton-Elstone iCrossing Head of Media London • 10–13 February 2014 • #SESLON @SESConf
  • 2. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Ad Optimisation in multi-channel digital advertising
  • 3. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Complex, marketing headache?
  • 4. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Search Premium Display Shopping Feeds Biddable Media In Game Re-targeting In App Bought Social
  • 5. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk By 2016 smart TV ownership will rise From 5% to 66% MediaTel, February 2013
  • 6. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk 75% Percentage of Brits who watch TV with a second device (smartphone & tablet) in hand BSkyB & YouGov research, cited: http://www.guardian.co.uk/technology/appsblog/2012/oct/29/social-tv-second-screenresearch
  • 7. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk 48% Second screeners on social networks
  • 8. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk 10.7 hours a day with all forms of media 5.6 hours on digital http://www.globalwebindex.net/online-time-now-exceeds-offline-media-consumption-globally/
  • 9. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk “If you can't explain it to a six year old, you don't understand it yourself.” – Albert Einstein
  • 10. London | 10–13 February 2014 | #SESLON | @SESConf Audiences are the same as they ever were… @sjfe @icrossing_uk
  • 11. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Tip #1 Think Audience, not channel.
  • 12. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Historic ‘targeting’ focused on identifying loudest signal of implied intent Context Where the message is seen Demographic signifiers What can be inferred about the audience based on the context
  • 13. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Your purchases… Your access … Your device… Your likes… Intent signals are multiplying & becoming readable… Your sign ups… Your network… Your location… Your browsing… 1 3
  • 14. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk
  • 15. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Display Social Search Retargeting
  • 16. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Display Social Search Retargeting
  • 17. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk There are many in-between…
  • 18. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Simplfy machine Tip #2 Simplify the machine.
  • 19. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Audience Access
  • 20. London | 10–13 February 2014 | #SESLON | @SESConf Spend > £2m Spend > £1m Spend < £1m @sjfe @icrossing_uk
  • 21. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Tip #3 Identify the signals that matter
  • 22. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk
  • 23. London | 10–13 February 2014 | #SESLON | @SESConf Relevant Efficient Actionable Lasting @sjfe @icrossing_uk
  • 24. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Tip #4 Is your business built to deliver this?
  • 25. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Budget Results Data Strategy Head e-Com CMO Budget Results Data Strategy Head Marketing SEO Manager Paid Search Manager Brand Manager Digital Marketing Manager Affiliate Manager Email Manager Display Manager Social Media Manager
  • 26. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Brand structure with Audience at its core Audience Analysis Audience Engagement Marketing Brand Amplification Audience Acquisition
  • 27. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Typical Agency structure PPC SEO MEDIA CREATIVE INSIGHT
  • 28. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Typical Agency structure PPC SEO MEDIA PPCVISIBILITY & AMPLIFICATION SEO SEO, PPC, MEDIA, SOCIAL, CRM INSIGHT AUDIENCE ANALYTICS CREATIVE INSIGHT CREATIVE CONTENT, COMMUNITY, ART & DESIGN
  • 29. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Think Audiences not channels Unify buying platforms Keep it REAL Take advantage of the opportunities
  • 30. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Audience engagement across multiple customer moments
  • 31. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Thank you. @sjfe @icrossing_uk 01273 827 700