РИФ 2016, Как помирить Branding и Performance?

Каз лойжржмь Branding ж Performance? Аиезсей Арржкоб 13 алреия 2016

Google Confidential and Proprietary 2

Let’s imagine a retailer with two directors having two different objectives

Head of E-commerce Head of Marketing

Branding

Performance

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Just how much value do brands add?

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$124bn brand value of $719bn market cap

17% *Brand values calculated by Forbes. World’s most valuable Brands 2014

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$40bn brand value of $88bn market cap

45% *Brand values calculated by Forbes. World’s most valuable Brands 2014

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Example Category Queries

Jan

Apr May Jun Jul Aug Sep

B

A A

Not Capturing Full Demand

• Limited by budget or campaign

structure

Dec

Capturing Full Demand

• Optimal budget and

campaign structure

B

edit with

your

client’s

impression

share

You are good at capturing search demand

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But there is more opportunity for you to grow

Example Category Queries Creating Demand

● Using YouTube and display to influence

consumers before they search

C

Jan Dec

Apr May Jun Jul Aug Sep

B

A

Example Category Queries C

A Not Capturing Full Demand

• Limited by budget or campaign

structure

Capturing Full Demand

• Optimal budget and

campaign structure

B

edit with

your

client’s

impression

share

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem

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Брекгжкв лойоваем лржбиепь кобтю атгжморжю ж лобморко бобиепь стсесмбтюсжу зижекмоб

ЦЕЛЕВАЯ АУДИТОРИЯ

ВЙИЯЕМ НА ВЫБОР Рааомаей с ломреажмеияйж, зоморые тде еажкмересобакы б лозтлзе

СТРОИМ ЗНАНИЕ БРЕНДА Расржряей ж соегаей оеиебтю атгжморжю

ВАША АУДИТОРИЯ

Google Confidential and Proprietary 9

These two objectives may be reached with Brandformance approach

Brandformance

Reach your target audience,

those who did not hear about you before,

and tell them your story...

… and after that offer a proper deal and

convert them into loyal customers

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Create demand and capture sales

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At launch: Build fast awareness 1 Maintain awareness and

increase consideration 2

TrueView

Masthead

Display TrueView

Video Lightbox

Search

Convert to purchase 3

$ Purchase

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Product launch media strategy

Strong Push Pull & Lead generation Generate Buzz

PRE-LAUNCH LAUNCH

TV + YouTube video ads = incremental reach

GDN lightbox ads – engage those who have not seen video ads

YT channel page branding + featured video

YT Cross-Screen Masthead

+

Brand Lift Survey to Measure brand metrics

TrueView in-display – click-to-play ads

POST LAUNCH

Generate leads with GDN: display lightbox ads

GDN and TrueView remarketing with tactical offers

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Continue to tell your story to the right person with the right message at the moments that matter most

Re-engage with the hand raisers through video remarketing

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Source: TNS Web Index, Moscow+St.-Petersburg, December 2015, 12-64 years, Monthly Reach, % of population; comScore Media Metrix, July 2015; Google internal data Google Confidential and Proprietary

75% Населения доступны на YouTube ежемесячно

Доступны в сети Google Display Network 89%

YouTube – видео-площадка №1

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YouTube – поисковая система №2 в мире

Source: Think With Google 2014

Онлайн покупателей используют видео для изучения товара

Используют YouTube, чтобы найти продукт

42%

64%

Google Confidential and Proprietary

Google Confidential and Proprietary 15 * check example from K-mart

Challenge of Ulmart

● Ulmart is the largest on-line retailer in Russia with revenue of $1,5B in 2013. Company ship to 190

cities, active customer base is 1.9 mln of customers per month, assortment of 70 000 SKUs,

offline infrastructure includes 39 cybermarkets, 300 pick-up stores in 190 cities.

● Founded in 2006, company is still not very well-known in the market: overall average top-of-mind

awareness is 11% with the highest score in St. Petersburg (23%) and the lowest in Moscow (5%).

● Ulmart decides to apply Brandformance approach to Moscow region, increase its awareness and

at the same time increase active customer base to grow revenues in that region

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem

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Каз Юийарм лойжржи Branding с Performance

Ulmart case

Google Confidential and Proprietary 17

Brandformance // Approach

Introduce yourself to those,

who did not know you before

1

Offer a deal, stimulate

registrations and convert

them into customers

2

Retain the customers

and grow loyalty

3

● Create an ad, that introduce the retailer

and tell your full story (no time limits)*

● Introduce yourself by showing it to the

audience, who did not visit your web-

site before

● Target to specific region, where there is

a need to grow

● Create a special offer for new customers (e.g.

discounts for 1st purchase, bonus for a

registration) and put in on your website

(landing page)

● Create video ads, banners and context ads

with call to action

● Show these ads to those, who saw the first ad

● Analyze the new audience and

segment it

● Stimulate more transactions via

newsletters

* check example from K-mart

Google Confidential and Proprietary 18

Brandformance // Case study from Ulmart // Step 01

Introduce yourself to those,

who did not know you before

1

* video available here from Ulmart

Key facts and results

● YouTube ad, 60 sec, story about Ulmart and customers reviews

● Target only Moscow region

● Flight duration: 1 week

● 1 800 000 of new unique viewers

● +25% of Top-of-Mind (Unaided)

● 250 000 of visitors to Ulmart’s site

● 5000 of transactions right after campaign flight

Retain the customers

and grow loyalty

3

Offer a deal, stimulate

registrations and convert

them into customers

2

Google Confidential and Proprietary 19

Brandformance // Case study from Ulmart // Step 02

Introduce yourself to those,

who did not know you before

1

Offer a deal, stimulate

registrations and convert

them into customers

2

* video used for remarketing available here from Ulmart

RLSA ads Special deal for new customers: “Wholesale prices”

Retain the customers

and grow loyalty

3

GDN Banners

YouTube ad (RMKT)*

Key facts and results

● 250 000 of visitors to Ulmart’s site

● 12 500 of transactions

Google Confidential and Proprietary

Offer a deal, stimulate

registrations and convert

them into customers

20

Brandformance // Case study from Ulmart // Step 03

Retain the customers

and grow loyalty

3

Introduce yourself to those,

who did not know you before

1 2

Key facts and results

● “Hot deals” for newly joined customers

● 17 500 newsletters

● CR 25%

Google Confidential and Proprietary 21

Brandformance // Case study from Ulmart // Key results

$9 customer

acquisition cost

2,5x less customer acquisition

cost vs. company

average

18 000 new customers

Google Confidential and Proprietary

Каз каймж ломреажмеией?

НАЙТИ логуогясжу ломреажмеией

Каз быгеижмься срегж резиайы?

ПОВЙИЯТЬ ка ререкже о лозтлзе

Каз жейержмь реетиьмам ж ооекжмь ROI?

Ооекжмь РЕЗКЙЬТАТ

Google Confidential and Proprietary

НАЙТИ логуогясжу ломреажмеией

Google Confidential and Proprietary

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Рааомайме с лерслезмжбкой атгжморжей

Икмерестюмся, ко есф ке зтлжиж

Поуодж ка баржу жиж ломекожаиькыу

зижекмоб

Азмжбко жетпаюм барт замеворжю,

соажраюмся жу зтлжмь

КТО:

КАК: Remarketing Customer Match

Similar Audiences In-Market Audiences

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem

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Customer Match заз жсмопкжз кобыу зокберсжй

Ислоиьетйме сбегекжя о зижекмау...

Исморжя лозтлоз

Онниайк зайлакжж

Пронжиж зижекмоб

...лрж рааоме с резиайой ка YouTube

● Позаеыбайме резиайт стсесмбтюсжй зижекмай

● Исзиюпайме стсесмбтюсжу зижекмоб, пмоаы лржбиезаймь моиьзо кобыу

● Науогжме лоиьеобамеией, лоуоджу ка баржу зижекмоб

How do I deliver impact and make sure I stand out?

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ПОВЙИЯТЬ ка ререкже о лозтлзе

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Шжрозжй быаор норйамоб с лиамой еа viewable лозаеы ж бобиепекже

CPV ло зижзт TrueView in-display

Пролтсзаейый CPV TrueView in-stream

Viewable CPM 6, 20 и 30 сектнд

Ооекжмь РЕЗКЙЬТАТЫ

Google Confidential and Proprietary

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Позаеамеиж эннезмжбкосмж гия Performance

● Росм ложсза ло арекгт

● Ассоожжробаккые зокберсжж

● Птмь з зокберсжж

● Уйекьрекже расуогоб (CPL/CPP)

Метрика Цель Значение

% росм омкосжмеиько омрасиебыу лозаеамеией

Просйомр резиайы YouTube лерег зокберсжей

Пржстмсмбже YouTube б лтмж з зокберсжж

Кокепкая оеиь

%%

##

##

$$

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Коропе...

1. Ислоиьетйме бжгео ка YouTube гия ложсза кобыу ж рейарземжква мезтсжу зижекмоб

2. Вобиезайме ж зокбермжртйме атгжморжю с лойосью жкмеразмжбкыу жксмртйекмоб

3. Насмройме аммржатожю зокберсжй гия лоикооекково жейерекжя реетиьмамоб

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