This document summarizes common strategic mistakes in digital planning, including relying too heavily on reach and frequency metrics, wasting retargeting opportunities, failing to properly segment digital audiences, and emphasizing awareness over conversion goals. Specific issues covered include campaigns with high frequency but low conversion rates, basic versus advanced retargeting approaches, improving outcomes through geo-targeting and creative testing, and balancing brand awareness and direct response objectives. The document advocates for segmentation, cross-channel promotion, and controlling the consumer experience across publishers.
1. Shortchanging Your Success? Common Strategic Slips In Digital Planning Nick Talbert | Director, Communication Strategy @nicktalbert | @mediamind
2. MediaMind Context Global Offices:41 Your Logo Countries Served: 63 Advertisers:9000 I’m still concerned about my account Monthly Impressions Served: 60 Billion I’m not convinced Little better Unique Users: 750 Million Ok, that’s big Ok Ok…I get it, scale isn’t an issue Server Request per Second:50 Thousand Network Bandwidth: 16 Gigs per second
3. DG’s Digital Armada Neutral Technology Partner Multi-Screen, Cross-Channel Enhanced Service Level (+ Eyewonder&Unicast)
8. Campaign had a high average frequency at 3.8 Publisher A placements had an average frequency of 22 Relatively low ratio of reach to frequency R&F Can Create False Results
9. Optimal Frequency ROI by frequency Optimal Frequency ROIis calculated by looking at the average conversion rate combined with the CPA goal and average cost of media. The break even point is at 100% ROI. This is when costs and revenue are equal. Scenario C Campaign Goal: $20 CPA Avg. Media Cost: $2 CPM Scenario A Campaign Goal: $40 CPA Avg. Media Cost: $10 CPM Scenario B Campaign Goal: $40 CPA Avg. Media Cost: $5 CPM
10. Correlation To Frequency And CTR After frequency of 5, CTR dropped considerably Frequency levels over 5 accounted for 39% of impressions, but only accounted for 3.7 % of the clicks Over 3,000,000 impressions were served to frequency levels above 30
16. Understanding Available Data for Segmentation Available From Publisher Or 3rd Party Available Through Ad Server Geography Retargeting Demographic Keyword Or Intent Data $$ $$$$ 55+ 18-24
18. Segmentation of Digital Audiences media plan interacted with marketing not interacted with marketing engaged with an ad not responded to previous offer visited the website has never seen an offer
19. Using Segmentation Version A Version B never seen offer seen a previous offer visited the web engaged with ads Version C Version D
20. Segment Retargeting Site Visitors Browsed for Products Placed Item/s in Cart Completed a Purchase $1 $5 Do Not Retarget
21. Category Retargeting Site Visitors Browsed Product Category A Browsed Product Category B Browsed Product Category C $10 $5 $20
22. User Retargeting Site Visitors Browsed Products A,B,C Browsed Product B Browsed Product C $1 $1 $1 Highest Value Product* Product B Product C * MM stores up to last 5 products
24. Group Product Around Consumers Credit Cards Home Loans Investment Services Checking Account
25. Synch Multiple Products Across All Channels Credit Cards Home Loans Investment Services Checking Account Products Channels Acquisition Activation Services Retention Credit Cards Home Loans Invt. Services CK Accounts Search Display Rich Media Email a B C D
27. Good Testing And The Waste Of Time… Prices in the copy increased CTR by 67% over campaign average The CTA ‘Shop Now’ was more effective at driving clicks by 61% The 300x250 was nearly 70% more effective than campaign average Adding 2 CTAs increased the CTR by 85 % Messages with1-2 lines per headline, generally did well compared to the campaign average , by nearly 40% The One Perfect Ad
32. The Ideal Funnel Visited website, and interacted with ads Never interacted, new customer Some interaction, no conversion Change of direction End of the Funnel Group A Group B Group C Group D Consumer Purchase Cycle - Automotive
34. The Effects Of Branding On DR In April 2011, IPSOS and Sensory Logic did a study the effects of DR metrics when ‘branding’ style creative objectives/tactics were added to the campaign Campaigns were from aggregated and then creative was isolated into categories 40 different heavy online advertisers within 10 different verticals
35. Relating Brand Metrics to Desired Action Dwell is a brand metric, measuring time spent ‘interacting with ad’ Study shows correlation with campaigns with high dwell (Avg. 43 sec) and the increase in desired consumer actions Study was a combined effort between MediaMind and Comscore
36. Control Consumer Creative Experiences Apply ad settings across campaign apply to audience cookies, not placements Ex. Sequencing across publishers 1 2 3 Ad Settings Sequencing Frequency Capping Geo-Targeting Retargeting Keyword Targeting Demo Targeting Ex. Frequency capping across publishers Rich Rich Standard
1. Welcome everyone. I’m glad you choice this particular session
In 2010, financial campaigns were under exposed by __% , the most efficient campaigns operated at campaign frequency of 4
Challenge: Client have been running multiple campaigns that tried to drive site traffic and on-site conversion with industry average success. The client challenged us to find smarter ways to do that and increase key KPIs such as CTR.Solution: MediaMind partnered with Invite Media to tag and find site visitors in different stages of interest.Users who either browsed or placed in cart any un-purchased items that were over $25 were tagged with a custom cookie created by MediaMind and passed on to Invite Media.Invite found relevant users in the exchenge.MediaMind served relevant messages to users based on the interest that they expressed and using the store's database product feed featuring over 50,000 of their products Results: Retargeting consumers resulted in an above average high CTR of 1.3 to 1.5%. Without any holiday or special promotions attached, the campaign yielded better than expected results by carefully retargeting the consumers with products that they were interested in.
Solution: MediaMind partnered with Invite Media to tag and find site visitors in different stages of interest.Users who either browsed or placed in cart any un-purchased items that were over $25 were tagged with a custom cookie created by MediaMind and passed onto Invite Media.Invite found relevant users in the exchange.MediaMind served relevant messages to users based on the interest that they expressed and using the store's database product feed featuring over 50,000 of their products Results: Retargeting consumers resulted in an above average high CTR of 1.3 to 1.5%. Without any holiday or special promotions attached, the campaign yielded better than expected results by carefully retargeting the consumers with products that they were interested in.
Client: Porsche Challenge: The luxury brand which was well-known for performance launched a new fuel-efficient model and wanted to engage potential consumers and increase awareness to the new modelSolution: The client leveraged MediaMind's geo-targeting capabilities to personalize the new brand message and engage consumersThe brand message focused on the driving range of the new model and identified pairs of major metropolitans across the country with this driving range. Then, a series of geo-targeted banners addressed consumers living in those metropolitans highlighting that they can now drive to the "sister metropolitan" without refuelingResults: Dwell for the targeted brand messages went through the roof with lift of xxx% over non-targeted messages.
Make Better Use Of Owned Data – Credit cards, checking accounts, home loans, consumer investment services all have the same customer, yet are marketed in silos. Eliminate as many of the lines drawn between the data from separate products and even the same product with separate goals Brand/DR. Instead of organize data silos around different products organize the data consolidation around the consumer
Organize Data Points Around Consumer – Multiple products, multiple campaigns, multiple channels. Create tagging systems that can delineate between consumer life stages.
Sensory Logic is a neuromarketing research firm based out of Minneapolis, Minnesota. Sensory Logic specializes in quantifying emotional response through the facial coding tool conceived by Charles Darwin and developed into the Facial Coding Action System (FACS) by Dr. Paul Ekman and his colleague Wally Friesen. Facial coding provides an Internet-compatible way to gauge emotional response through "micro expressions" and a test subject’s facial muscle activity, Ipsos is an independent company managed and controlled by research professionals.Our ambition is to make Ipsos our clients’ preferred research company. For this, we have grown Ipsos into an international group and we have recruited the best professionals to assist us in all major markets.We have chosen to specialise our business and to place expertise at the core of our activity. We aim at delivering high quality information adding significant value detailed with explanations and advice for immediate use.Our objective: maintain a solid financial performance higher than the market’s and develop responsibly, taking care to make the best use of Ipsos’ means and resources.
