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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
Google confidential | Do not distribute
Just how much value do brands add?
Google confidential | Do not distribute
$124bn brand value of $719bn market cap
17% *Brand values calculated by Forbes. World’s most valuable Brands 2014
Google confidential | Do not distribute
$40bn brand value of $88bn market cap
45% *Brand values calculated by Forbes. World’s most valuable Brands 2014
Google confidential | Do not distribute
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
Google confidential | Do not distribute
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
Proprietary + Confidential
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
Google confidential | Do not distribute
Create demand and capture sales
Google Confidential and Proprietary
At launch: Build fast awareness 1 Maintain awareness and
increase consideration 2
TrueView
Masthead
Display TrueView
Video Lightbox
Search
Convert to purchase 3
$ Purchase
Google confidential | Do not distribute
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
Google confidential | Do not distribute
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
Google Confidential and Proprietary
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
Google confidential | Do not distribute
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
Proprietary + Confidential
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
Proprietary + Confidential
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
Proprietary + Confidential
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?
Google Confidential and Proprietary
ПОВЙИЯТЬ ка ререкже о лозтлзе
Proprietary + Confidential
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
Proprietary + Confidential
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
%%
##
##
$$
Proprietary + Confidential
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
Proprietary + Confidential
СПАСИБО! ВОПРОСЫ?