#DigNC | September 24, 2010
Clicks Aren’t (the only) Connections
Twitter Elevator Speech
Clickthroughs can’t measure engagement alone. Rich Media, social & mobile data are part of the picture. (via @PointRoll @empowermm) #DigNC
Empower & PointRoll
Full-Service Media
Consumer Insights
Full-Service Digital
Search & Analytics
Mobile
Word of Mouth Marketing
Social Media
Create, Deliver & Measure Digital Marketing Campaigns:
• Rich Media Display
• Online Video
• Mobile
• Social
Ripple6
ShopLocal
@EmpowerMM @PointRoll
Clicks Aren’t (the only) Connections
Connections Defined
Rich Media Connections
Social Media Connections
Measuring Connections
Future Connections
Steps on the Engagement Ladder
Connection Defined
The Evolution of the “Click”
Clicks Aren’t The Whole Picture
8% Internet Users = 85% of Clicks (eMarketer)
It’s an impression not a transfer
Connection Defined
Engagement 2.0 Ladder
None of these Activities
Click Through A Banner
Twitter Follow, Facebook Like
Geo-Location Check In; Facebook/Twitter/LinkedIn Status
Mobile Critique via Geo-Location, Pandora
Mobile Content Creation, from posting images to Geo-Location tips and to dos
Sample Attribution for CPG Brand
Connection Defined
Relevant Content Captures Attention
Rich Media Connections
Anatomy of a Rich Media Ad
Click on image in slide show mode to view demo
BannerPanel
1. Banner automatically displays on publisher site (1 impression)
2. Upon rollover, panel expands (1 interaction)
3. Panels can contain any combination of rich media features
4. User can click-through to site to continue experience (1 click-through)
Web-site
GAMING
PRICE COMPARISON
INTERACTIVE VIDEO PHOTO GALLERY
STANDARD VIDEO
Moving Consumers Down the Funnel
Your Brand Here
Watch video, Interact with community members
Find local stores, dealers, locations
Full screen video & interactive photo galleries
on the site
Rich media display with Interactive
360 Tours and more
Engagement in Action
Ford Mustang Customizer – Branding
CVS – Direct Response
Bosch – Branded Response
Personalization Drives Engagement
Personalized Connections: Drive Connections on a Deeper Level
Banners and expandable panels are adjusted on the fly!6 x 3 x 5 x 30 x 4 x 8 = 86,400 versions that you don’t have to create or traffic!
6 videos5 rich media
features 3 Calls to
Action
30 locations 8 price points4 backgrounds
Create Multiple Versions across all Formats by Swapping in Elements Including:
Backgrounds, Offers, Terms & Conditions, Logos, Copy Points, Calls to Action, Videos, Click Through
URLsRich Media Features such as polling, send to a
friend and data collection
Results with Dynamic Ad Generation
Interaction Rate
Ford Benchmark Ford Dynamic
Ford targeted dealer information to specific geographic regions, delivering a customized, relevant message by location, which lifted interaction rate performance by 104%.
Connection Case Study
Hoover Holiday
Case Study: Showcase of Reviews
Above average interaction rates
60+% increase in web traffic YOY
25+% increase in online sales YOY
0
5,000
10,000
15,000
20,000
25,000
Visits to Hoover.com
2009 2008
Video & Product Simulation
Modern Masters
Case Study: Video/Simulation
Average engagement nearly 30 seconds
Interaction rate double industry standard
Tripled web traffic during campaign
Google organic traffic #2 behind HGTV
MeijerSyndicating the Circular
Like, Follow, Comment, Share
Social Media Connections
Social Media Connections
Social Media = Engagement Tool
Social Activity Represents a Big Opportunity for Measuring Engagement
Social Media Connections
How Much is a Fan Worth?
• Zero without engaging content
• Brands/Fans are not created equal
• Organic vs. Paid Acquisition
• Fan = Email Database. They’re worth nothing unless marketed against.
Social Media Connections
Users are more receptive to brandson Twitter than on Facebook.
eMarketer – 9.16.10
Social Media Connections
Building Facebook Fan Base
• Goal to quickly increase Likesby 30,000 to jumpstart “creative therapy”
• Paid media fuels Facebook acquisition
• Owned media creates engagement/loyalty
Facebook Connections
Click for a Live Demo
Engage shoppers and drive sales through this comprehensive set of dynamic and highly interactive tools for retailers
Facebook products:
• Specialized “Fan Page” Product Deals tab
• Hyper-targeted Facebook ads
Benefits
• Locally relevant, time sensitive offers and deals
• Turn-key API for easy integration
Social Connections Extend Your BrandExtend your brand message and add social functionality to existing campaigns
Reach into the social sphere with Twitter and Facebook buttons, enable users to post comments, chat with the brand and more
Measure activity within the ad unit or implement site event view through reporting to track activity on the site driven from ad activity
Posting/Blogging
Customer Posts/ Feedback
Social Toolbar / Polite
Real Time Messaging
Results, Not Numbers
Measuring Connections
Measuring Connections
It’s Not Just About A Single Connection
It’s Understanding the Relationship Between Multiple Connections
Display Can Influence Search = Latent Activity
Attribution Modeling
Measuring Connections
Display + Search = Deeper Connections
• A consumer saw a display ad, then search on Google or Yahoo, then booked an appointment
• 33% of total display media view-through conversions generated a search conversion
Brand time tracks the number of seconds on average a user spends within the ad unit
Number of individual activities and clicks captured and labeled for ease of reporting
Over 125 metrics can be tracked including activity and click details, video completion rates, and view through to the landing site
Interaction rate captured on rollover or initial action
Measure Activity, Individual Ad Performance – Beyond the Click
Branding
Improve brand awareness and response with more relevant targeting of feature messaging
Improve in-store sales via geo/demo/behavioral delivery of relevant product offers
Drive Sales
Drive email registrations and follow up via re-targeting
Direct Response
Different ads delivered based on creative and geo profiles
Optimized on chosen metric
• Interaction rate
• Brand interaction time
• Click through
• Activity rate
• Site events
Online circular constructed on the fly to be relevant to individual visitors with national/local buy
Result:
• Increase sale of circular merchandise
• Increase average basket size
• Decrease production costs and increased response versus print circular
Relevant ads with specific offersconstructed and re-targeted on-the-fly
Result:
• Ad delivered based on user interaction
• Retargeted across sites with personalized ad
Success for Every Campaign Objective
THE NUMBERS GAME Calculating Media ROI Lift Over Flash
Start with 1,000 Impressions
Flash Conversion
Opportunities
Rich Media Conversion
Opportunities
When applying industry performance benchmarks, running 1,000 rich media impressions, and 1,000 flash impressions yields the following…
Flash CTR =
0.05%
X 1,000 = 0.5 People
0.5 people out of 1,000
click thru on the ad
CTR(Percentage of users that
click through to website)
Rich Media CTR =
0.20%
X 1,000 = 2 People
2 people out of 1,000
click thru on the ad
Interaction Rate(Percentage of users that
interact with the ad)
Flash IR =
N/A
Standard flash formats
do not track interactions
Rich Media IR =
6.0%
X 1,000 = 60 People
60 people out of 1,000
interact with the ad
Action Rate(Percentage of users that
complete additional prompts
in ad-unit)
Average Brand
Interaction Time(Average time spent in-ad unit per
interaction)Flash ABIT =
N/A
Standard flash formats
do not track brand time
Rich Media ABIT =
15 seconds
X 60 interactions
= 15 minutes
Total Brand time for
60 interactions adds
up to 15 minutes
15 minutes
Brand Time
Flash AR =
N/A
Standard flash formats
do not track actions
Rich Media AR =
5.0%
X 60 interactions
=3 People
3 people out of 60
take additional action
Total Conversion
Opportunities per
1,000 impressions
Flash Opportunities
0.5
Rich Media
Opportunities
65Now apply these
numbers to a typical
campaign…
+9%
Display advertising impact on CPG POS sales
200,000 panelists over 3 months
Compared to IRI “Advertising Works” TV study
+8% +9%
TV
Internet
Engagement Drives Sales – CPG Client
Device-Driven Potential
Future Connections
AUDIENCEOpen, Agnostic,
Targeted
CREATIVEElements, Features,
Functionality
PROMOTIONS/
MESSAGINGProducts, Offers,
Inventory
Op
tim
ize
Op
timiz
e
Starts and Ends with the User –Rich is more than Display
Mobile SocialSearch/
Vibrant Digital
OOHDynamic
Display Ads
Landing Pages
New Device Connections: Mobile & TabletFully interactive rich media and video
Tap to expand video to full screen
Click-to-call
Coupon downloads
Geo /mapping
In-ad purchase
Surveys
Integrated performance tracking
Native AppBrowseriPad
New Device Connections
Mobile: From Online to In-Store
• QR Codes, Geo-Caching, Geo-Location
New Device ConnectionsContent Syndication
Mobile Application Mobile Enabled Site
Online CirculariPad
Display Ads
New Device Connections: Digital Out of Home (OOH)
In-Store Kiosks
Digital billboards
Elevators – captivate
Gyms/coffee shops
Gas stations
Features:
Geo-Targeted
Local store weekly ad promotions
Extension of online, mobile and traditional activities
Call to Connect
Take advantage of the endless opportunities to create rich and engaging creative
Keep measurement in mind from the start, including the creative process
Determine which connections are of most value; plan accordingly
Make Connections That Add Up
Connect the dots across channels for a better way to find, target and measure customer connections.
More Connections
Questions?
Get the Slides: slidesha.re/ConnectDigNC
Visit: www.crapads.orgblog.pointroll.com
Twitter: @empowermm @PointRoll
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