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Welcome to our
10 Year Anniversary
Digital Seminar
Timo Ronkainen
Agenda
15:00 -15:20 Registration & Welcome Mingle
15:20 -15:30 Welcome
Timo Ronkainen, Managing Director, TradeDoubler FI
15:30 -16:00 International Trends in Digital Marketing and What This
Means to You
Nils Lindhe, Regional Director, TradeDoubler Group
16:00 -16:15 Networking break
16:15 -16:45 Case Unicef – Role of Digital Marketing in Unicef’s
Fund Raising
Santeri Ihalainen, UNICEF Finland
16:45 -17:30 TD Insight: Cross-Channel Marketing Makes a Sale
Maria O’Flynn, Strategy Director, TradeDoubler UK
17:30 -19:00 Mingle in the New Office
IAB
IAB
Nils Lindhe
THE REVOLUTION WILL NOT BE TELEVISED
Changes in consumers behaviour
The TV used to be THE tribal camp fire…
…but now it’s just another light source.
Media choices used to be limited…
Media today is an exotic buffet…
b
Agenda
50 year review of media development
How to navigate the online landscape
Online Ad spend growth in Europe
Online and offline Marketing
Interaction between online media channels
What is true performance based marketing – how to do it
Navigating the digital media landscape
Another ”ball game” how to reach the consumers
Search
• Search Engine Marketing (SEM) continues to grow but
increased bid prices in attractive segments put pressure on
ROI
• Search Engine Optimization (SEO) grows rapidly and is
becoming increasingly important due Google’s evolvement
• Search and Social media is getting more closely
integrated (google caffeine)
Display advertising
Contextually relevant ad placements (typical ad
placements based on content that matches advertisers with areas
of interest)
Behavioral targeting (ad networks track consumers that
indicate an interest in a topic on one site and begin advertising to
them about that topic on subsequent sites)
Re-targeting (people that visit your website are tagged
and then shown ads on other websites after leaving your site)
Rich-media (transactions and data gathering are built directly into
the ad unit)
Affiliations (ad serving networks that deliver click-throughs to
your site)
Social media
• 74% of respondents choose companies or brands based
on customer service experiences shared by other Web
users on the Internet. (Source: Brandweek/ Society for New Communications
Research, Palo Alto, Calif)
• 20% of all tweets are now related to brands, products and
services (penn state university 2009)
• Social media still to prove itself as a performance/sales
driving communication channel...
Agenda
About TradeDoubler
50 year review of media development
How to navigate the online landscape
Online Ad spend growth in Europe
Online and offline Marketing
Interaction between online media channels
What is true performance based marketing – how to do it
Source: Jupiter 2009, Emarketer 2009
Before:
High spend
growth-> low
focus on
measuring
effectiveness
Now:
Lower
growth ->
increased
focus on
measuring
effectiveness
8,4
9,7 10,0
10,8
11,935 %
15 %
3 %
8 %9 %
2007 2008 2009 2010 2011
European online ad spend 2007-2011 (€bn)§
Display: Still dominated by banners, video shows
exceptional growth (IAB UK 2010)
73,291,4 105,4 119,0
138,9182,7
203,6
263,5 277,7
218,1237,9
268,6
0
50
100
150
200
250
300
350
H1 2004 H2 2004 H1 2005 H2 2005 H1 2006 H2 2006 H1 2007 H2 2007 H1 2008 H2 2008 H1 2009 H2 2009
Other display Pre-post roll Tenancies
Display ads on email Interruptive formats Sponsorships
Banners / Embedded
£m
Reported Figures, not like for like comparison
Source: Internet Advertising Bureau / PricewaterhouseCoopers
Video
European e-commerce shows steady growth 2009-2014
Agenda
About TradeDoubler
50 year review of media development
How to navigate the online landscape
Online Ad spend growth in Europe
Online and offline Marketing
Interaction between online media channels
What is true performance based marketing – how to do it
The Internet is important to
7 in 10 consumers
The online channel’s impact on
offline shopping
A combination of online advertising
channels maximizes offline sales
Agenda
About TradeDoubler
50 year review of media development
How to navigate the online landscape
Online Ad spend growth in Europe
Online and offline Marketing
What is true performance based marketing – and how to do it
Source: JupiterResearch/Vers group 2009
50 %
43 %
32 %
31 %
26 %
0 % 10 % 20 % 30 % 40 % 50 % 60 %
Achieving measurable ROI on my marketing efforts
Developing marketing programs that integrate
online and offline
Translate the brand expereince across different
touchpoints
Cutting marketing budgets without cutting
performance
Optimize our portfolio of brands
Question: looking ahead in 2010, which do you see as the top
three priorities in your company’s marketing efforts?
What’s on the Marketing Director’s agenda in 2010
Standard report/
last click
User journey
Report
”User Journey” – reports help you understand what drives ROI
ROI Online – understand the customer journey
SEO
Display PPC
Example of User Journey - Hilton Hotels
Example of someone comparing pricing across multiple sites
Then searching for a discount through a voucher site
This would be an experienced web user
Santeri Ihalainen
Maria O’Flynn
“Exposure to a display advertisement increased related trademark term searches (brand, company or product names) by an average of 26 percent”
Less than 15% of sales come
as a result of only one
session.
25% of customers who first interacted via a display banner ended up
booking via paid search marketing, and 12% via an affiliate network.
45% of sales complete in a different medium to that in which they started.
“Users exposed to both search and display ads convert at a
higher rate: 22% better than search alone, and 400% better
than display only.”
How does this apply to your brand?
Multi-channel is here..........
Guess what? It doesn’t.
Some sample projects
• Retail Client #1 – aggregated 4000 customer journeys across PPC and affiliate landscape, resulting in new budget deployment: 22%+ into affiliate program
• Retail Client #2 – Testing change in performance of email channel, after significant change to PPS and affiliate strategy
• Retail Client #3 – Examining incremental uplift of Loyalty affiliates within overall channel mix
• Travel Client #1 – aggregated Press ‘deal of the day’ locations onto search and affiliate sales activity to uncover impact of press activity on online sales channels
• Travel Client #2 – Calculated true value of lead generation (brochure request) activity by segmenting Average Order Values within overall online customer acquisition data
• Electronics Client #1 – Study of customer lifetime value against acquisition channel resulting in upweighting of importance for loyalty partners within affiliate activity
Do you know what lurks
behind your last click?
A Purchase Path
Aggregated view
Paths emerge
Relationships appear
Discover different media roles
£241.27 £233.43£200.26 217.96
0 50 100 150 200 250 300 350 400 450 500
Affiliate
PPC
Last clicks
Assist clicks
Engage clicks
First clicks
First clickUser first becomes aware of the merchant/product
as a solution to their need
Awareness Interest Desire Action
Engagement ClickUser is researching the product, clicks are essential to
continue journey but do not directly drive sales
Assist ClickFinal stage of research that creates the desire
to purchase
Last ClickThe action of this media channel has prompted the
user to purchase
High Value
Click, Single
Occurrence
7 points
High Value
Click, Single
Occurrence
7 points
Lower Value
Click, Multiple
Occurrence
2 points
Lower Value
Click, Single
Occurrence
4 points
Credit where it is due
Actions become clear
Analysis Strategic Change
Generic search terms high assist score that finally transact via affiliate verticial sites
Upweight generic search campaign
Email marketing maintaining user journeys Recruit new email partners with dedicated commission structure
Affiliate keyword buyers at risk – paying for generic searches with no conversion
New strategic search group opportunities alongside managed search
Assist and engagement only on partnership sites
Deploy unique vouchers to speed up purchase cycle on Partner sites
Journeys initiated by vertical publishers result in high AOV
Content-based partnerships and contextual devices for vertical publishers
Twitter clicks generate growing %age of
brand search conversions Reduce PPC dependence by promotional
mechanism
Where to start?
You need:
1. Representative, analysable data
‘Expect some data loss – and move on’ (Forrester, ‘A Framework for Multicampaign Attribution
Measurement’ Feb2009)
2. Time for preparation and consideration
three month analysis and review cycle
3. Technical and Analytical Skills
Tracking tool choice
Database and modelling capability
Take a snapshot
Under-stand
ActionReview
Take another
snapshot
The Prize
• Visibility and accountability
• Increased Volumes though smarter optimisation
• Better quality sales
• Stronger media partnerships
• Reduce dependency on brand alone
• Create new value for organic search and social
media
The TradeDoubler approach
• A consultative approach – not MORE data
• Designed specifically for performance channels
• Actionable output
• Management and measurement of impact
Supported by:
• Vendor-neutral data capability
• Bespoke analysis
• Pre-built models for efficiency
• Expert channel-specific support for execution
• Fully integrated approach
Strategies
Technology
Ability to execute
• Powerful cross media tracking and consumer
insight
• Forensic user journey analysis
• Sales attribution models
• Lifetime value of customers
• Impact of behavioural targeting
• Impact of display on search
Cross - Channel Consumer Insight
