Getting More Bang for your Buck in the Programmatic Era

GETTING MORE BANG FOR YOUR BUCK IN THE PROGRAMMATIC ERA

MARIUS SMYTHMD ADROLL EMEA

Full-funnel performance marketing25,000 customers in over 150 countries.

Who participated in the State of the Industry UK Report?

“A survey of 220 UK marketers investigating the latest views on retargeting, programmatic advertising and performance marketing in the UK”

Programmatic Advertising is thriving in the UK

Retargeting

Retargeting is no longer seen as a direct response tactic: it’s is now full funnel

BEST PRACTICE: Use customer data to reach the right users, with the right message, at the right time

Brand Awareness

Engagement

Purchase

Upsell

BEST PRACTICE: Some examples of industry and types of goals you can setINDUSTRY GOAL BEHAVIOUR STRATEGY

Retail Increase Sales Placed item in cart & abandoned

Display specific product and offer

B2B Increase Lead Gen Browsed a solution, didn’t fill in lead form

Promote a downloadable white paper to drive email capture

Travel Increase Bookings Purchased flight without hotel

Hotel discounts for location

Gaming Convert freemium users

Engages frequently but yet to purchase

Target offers to upgrade to paid

Entertainment Promote event registration

Previously attended a similar event

Target ads encouraging registration for the event

Finance Cross-sell products Previously purchased a financial product

Promote a complementary service

Attribution

INSIGHT: Attribution is key, but most aren’t thinking in an attributed way

BEST PRACTICE: Approaches to Attribution

1. More than half of companies use basic first or last click attribution models. 1

2. 83% of marketing dollars spent have a 70% or greater difference in CPA between scientifically attributed metrics and last click metrics. 2

3. Top performing organisations are 5 x more likely to use advanced attribution models. 3

Attribution Model

First Click/First Touch

Last Click/Last Touch

Linear

Time Decay

Dynamic vs.Custom

OtherSources:

1. “Attribution for Data Driven Marketers, 2014”, AdRoll (n=1000)

2. “Exploring the Art and Science of Marketing Attribution” 2013, RelateIQ

3. The State of Marketing 2013, IBM’s Global Survey of Marketers, Global Summit 2013, n.d. Web

BEST PRACTICE: Approaches to Attribution

Key Findings of the State of the Industry UK Report #AdRollSOTI

Any Questions?