Topic: Digital advertising – where is it going? The changes and new trends on digital marketing and what they mean to businesses
Key takeaways:
Identifying and monitoring trends
Managing data effectively
The next big things for digital advertising
Technology recommendations
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Gary Taylor - OTE Birmingham - Digital advertising – where is it going?
1. Where Is It Going?
Digital Advertising
Copyright 2013 TMW Ltd.
2. Contents
Copyright 2013 TMW Ltd.
• Who am I?
• The Search Market
• How The Landscape Has Changed
• The Effects Of ATL To Web
• Identifying And Monitoring Digital Trends
• Managing Data Effectively
• “Big Data”
• Econometric Modelling
• Attribution Modelling
• The Next Big Things For Digital Advertising
• Audience Profiling
• Content Marketing
• Social Listening And Verification
• Technology Recommendations
3. TMW Overview
Copyright 2013 TMW Ltd.
TMW are an independently-owned media buying agency with offices in
Stratford Upon Avon and London, we specialise in the planning, booking and
implementation of TV, Press, Radio, Out of Home and Digital media.
Our team manages large-scale integrated marketing and consultancy services
for a number of top UK companies, including:
• Major furniture retailer
• Leading vitamins company
• Global power tools company
• Global insurance company
• National house builder
And a number of other top retail, leisure and travel clients
4. Who Am I?
Copyright 2013 TMW Ltd.
• Ten years online marketing experience
• Core skills in digital solutions, SEO and analytics
• Midlands Young Entrepreneur of the Year in 2008
• Guest speaker at numerous digital conferences in the UK and Europe
including SMX, SAScon and Think Visibility
• Significant experience within lead generation, retail and ROI driven campaigns
• Nominated As European SEO Personality Of The Year 2012…
Gary Taylor
Head Of Digital – TMW Ltd.
7. Search Market
Copyright 2013 TMW Ltd.
Paid Results
Organic Results
Paid Results
Traditionally, Go
ogle only
showed paid and
organic results
8. Paid Results
Google Finder
Organic Results
Local Results
Google Maps / Local
Results
Paid Results
Local Results
Search Market
Copyright 2013 TMW Ltd.
Now there are
numerous ways to
gain valuable
search engine
“real estate”
9. Search Market
Copyright 2013 TMW Ltd.
Nestlé finds horse
meat in beef pasta
meals
Android Kit Kat
unveiled by Google
and Nestlé
Search is extremely sensitive to positive and negative economic factors
10. Search Market
Copyright 2013 TMW Ltd.
A comprehensive search strategy now joins forces with social media and
PR, helping you to understand your online reputation and how to protect it
11. Search Market
Copyright 2013 TMW Ltd.
Search is extremely sensitive to positive and negative economic factors
And the effects of TV to web are unequivocal
12. The Effects Of ATL To Web
Copyright 2013 TMW Ltd.
Above the line advertising (TV, Press, Display Advertising, Social etc.)
drives customers into the funnel, where we can harvest them with other
channels like PPC, Organic Search, Email and Display Retargeting
Multiple “touch
points” along user
journey
13. Copyright 2013 TMW Ltd.
The need to make your brand synonymous with your products and
integrate all marketing channels is more important than ever
The Effects Of ATL To Web
14. Copyright 2013 TMW Ltd.
In a nutshell: If you aren’t visible when your campaigns need it most…your
competitors WILL steal your customers
Own
YOUR space
The Effects Of ATL To Web
16. Copyright 2013 TMW Ltd.
Today there is a plethora of buzz words, sayings and clichés in the digital
universe but what should you be focusing your efforts on?
Digital “Buzz” Words
Attribution
Modelling
Econometric
Modelling
Augmented
Reality
So-Lo-Mo
QR Codes
NFC
Apps
Content
Marketing Inbound
Marketing
RTB
Display
Audience Profiling
Big Data
17. Copyright 2013 TMW Ltd.
Today there is a plethora of buzz words, sayings and clichés in the digital
universe but what should you be focusing your efforts on?
Digital “Buzz” Words
Attribution
Modelling
Econometric
Modelling
Augmented
Reality
So-Lo-Mo
QR Codes
NFC
Apps
Content
Marketing Inbound
Marketing
RTB
Display
Audience Profiling
Big Data
18. Copyright 2013 TMW Ltd.
Today there is a plethora of buzz words, sayings and clichés in the digital
universe but what should you be focusing your efforts on?
Digital “Buzz” Words
Attribution
Modelling
Econometric
Modelling
Augmented
Reality
So-Lo-Mo
QR Codes
NFC
Apps
Content
Marketing Inbound
Marketing
RTB
Display
Audience Profiling
Big Data
19. Copyright 2013 TMW Ltd.
Today there is a plethora of buzz words, sayings and clichés in the digital
universe but what should you be focusing your efforts on?
Digital “Buzz” Words
Attribution
Modelling
Econometric
Modelling
Augmented
Reality
So-Lo-Mo
QR Codes
NFC
Apps
Content
Marketing Inbound
Marketing
RTB
Display
Audience Profiling
Big Data
20. Copyright 2013 TMW Ltd.
Today there is a plethora of buzz words, sayings and clichés in the digital
universe but what should you be focusing your efforts on?
Digital “Buzz” Words
Attribution
Modelling
Econometric
Modelling
Augmented
Reality
So-Lo-Mo
QR Codes
NFC
Apps
Content
Marketing Inbound
Marketing
RTB
Display
Audience Profiling
Big Data
21. Copyright 2013 TMW Ltd.
Today there is a plethora of buzz words, sayings and clichés in the digital
universe but what should you be focusing your efforts on?
Digital “Buzz” Words
Attribution
Modelling
Econometric
Modelling
Augmented
Reality
So-Lo-Mo
QR Codes
NFC
Apps
Content
Marketing Inbound
Marketing
RTB
Display
Audience Profiling
Big Data
23. Copyright 2013 TMW Ltd.
Big data is only useful when you can understand it, interpret it and make
informed business decisions based upon it.
If you have hundreds, thousands or millions of lines of data, how can you
manage it effectively?
Big Data
London Olympics Campaign
115m impressions served
188 creative formats tested
537k lines of user journey data
24. Copyright 2013 TMW Ltd.
How can I find users with a higher
propensity to CONVERT?
The BIG Question
25. Copyright 2013 TMW Ltd.
Review current paths to conversion against spend and revenue
Attribution Modelling
Path to purchase example:
1st Impression
Last Click
• The Times
• Mex Ad
• Amazon etc.
Banner
• Google
• Bing
• Facebook etc
PPC
• Criteo
• GDN etc.
Re-targeting
• Brand
• Generic etc.
Organic/Direct
26. Copyright 2013 TMW Ltd.
Analyse % weighting of spend using analytics solutions e.g DC
Storm, Bright Analytics etc.
Attribution Modelling
15
50
20
15
Banner PPC Re-targeting Organic/Direct
Cost vs. Rev
27. Copyright 2013 TMW Ltd.
Monitor Cost vs. Revenue across all marketing channels
Attribution Modelling
28. Copyright 2013 TMW Ltd.
Revise % of spend to make it as efficient as possible based on new
weighted results…reducing cost vs. revenue
Attribution Modelling
Cost vs. Rev
35
25
30
10
Banner PPC Re-targeting Organic/Direct
29. Copyright 2013 TMW Ltd.
Understanding your baseline activity (intercept) is vital so that you can determine
uplift by channel and amend advertising spend to the most efficient mix
Big Data
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
Web Visits
ATL and
Digital Activity
30. Copyright 2013 TMW Ltd.
To achieve this most efficient mix data can be analysed using a statistical
method called regression analysis which allows us to “predict” an output
based on various inputs and variables
Econometric Modelling
Y ≈ ƒ( X, β)
Breakdown:
Y = The dependent variable
ƒ = The function
X = Independent variables
β= “Beta” unknown parameters (represents a “Scalar” - a quantity described by a
singular number)
31. Copyright 2013 TMW Ltd.
The correlation coefficient ranges from −1 to 1, with anything over 0.7
considered to be a positive correlation.
A value of 1 describes a perfect relationship between Y and X.
Econometric Modelling
Our aim is to find a media
mix which correlates as
closely as possible to 1
32. Copyright 2013 TMW Ltd.
So, back to that BIG question…and those 537,426 lines of data…
Logistic Regression
33. Copyright 2013 TMW Ltd.
How can I find users with a higher
propensity to CONVERT?
The BIG Question
34. Copyright 2013 TMW Ltd.
Logistic Regression can be used in marketing to “predict” a customer's
propensity to purchase a product or cancel a service
The most straightforward interpretation of this is where the outcome is
coded as a "0" or "1”
Examples:
Did a user who viewed a display ad, followed by clicking on a PPC ad
convert?
Did a Telegraph reader convert?
Do existing customers who view 2 display ads, followed by an organic
search, then 3 days later click on a PPC ad, finally returning 4 days later
via a direct visit to our website convert?
Logistic Regression
35. Copyright 2013 TMW Ltd.
The good news is that we don’t have to do this in our heads…there are
numerous software providers with attribution solutions from entry level to
enterprise
Phew!...I’m Glad That’s Over…
36. Copyright 2013 TMW Ltd.
So What Next?
Attribution
Modelling
Econometric
Modelling
Augmented
Reality
So-Lo-Mo
QR Codes
NFC
Apps
Content
Marketing Inbound
Marketing
RTB
Display
Audience Profiling
Big Data
37. Copyright 2013 TMW Ltd.
So What Next?
Attribution
Modelling
Econometric
Modelling
Augmented
Reality
So-Lo-Mo
QR Codes
NFC
Apps
Content
Marketing Inbound
Marketing
RTB
Display
Audience Profiling
Big Data
38. Copyright 2013 TMW Ltd.
So What Next?
Attribution
Modelling
Econometric
Modelling
Augmented
Reality
So-Lo-Mo
QR Codes
NFC
Apps
Content
Marketing Inbound
Marketing
RTB
Display
Audience Profiling
Big Data
39. Copyright 2013 TMW Ltd.
So What Next?
Attribution
Modelling
Econometric
Modelling
Augmented
Reality
So-Lo-Mo
QR Codes
NFC
Apps
Content
Marketing Inbound
Marketing
RTB
Display
Audience Profiling
Big Data
40. Copyright 2013 TMW Ltd.
The Next Big Things…
Attribution
Modelling
Econometric
Modelling
Augmented
Reality
So-Lo-Mo
QR Codes
NFC
Apps
Content
Marketing Inbound
Marketing
RTB
Display
Audience Profiling
Big Data
42. Copyright 2013 TMW Ltd.
Audience Profiling
So we know which of our user journeys have a higher propensity to convert, so let’s
describe them as customers and create ways to attract more of these users…
You may have multiple
customer personas applicable
to your product(s)…ASK your
customers!
43. Copyright 2013 TMW Ltd.
Audience Profiling
We can then form audience profiles and understand more about their browsing
habits…but more importantly…how we reach them, and where we can find them
online!
44. Content Marketing…It’s Nothing New
Copyright 2013 TMW Ltd.
Gain
Editorially Featured Content
Outreach
To Relevant Sites With Content
Create
Content Strategy Based On Target Audience
Research And Identify
Top Indexing Sites For Target Audience Profiles
Content marketing is nothing new…But moving forward we can back it
up with REAL data
45. Audience (000’s) Responses Index
Total 7,737 3,427 147
1 People.co.uk (TMG) 375 159 231.5
2 HelloMagazine.com 131 54 226.7
3 GardenersWorld.com 509 238 198.5
4 RoyalCentral.co.uk 215 118 193.4
5 HolidayWatchdog.com 296 138 139.4
6 Trusted Reviews 356 151 127.8
7 Express.co.uk 585 268 113.8
8 BBC Good Food 2,155 862 113.7
9 Mail Online Femail 1,098 522 111.9
10 MSN News & Weather 2,017 917 109.8
Content Marketing
Copyright 2013 TMW Ltd.
For purposes of this example we have used dummy pro-royalist data
Our users are almost
twice as likely to browse
RoyalCentral.co.uk
46. Content Marketing At It’s Best
Copyright 2013 TMW Ltd.
Relevant and well
researched content
on leading pro-
Royalist website
Helps with contextual
targeting on display
activity for truly
integrated approach
48. Verifying Your Efforts
Copyright 2013 TMW Ltd.
Using various social monitoring/listening tools we can monitor the results
The social impact created
by your marketing
campaigns is extremely
valuable data.
49. Verifying Your Efforts
Copyright 2013 TMW Ltd.
Determine if your marketing message has reached the right audience. Have you
said the right things to the right people?
Time of day is important to
know, particularly when
understanding when’s best
to uplift or down weight
activity