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Optimizing individual channels is just the starting point. The true value lies in understanding attribution of individual channel and synergies among them. Internet represents a chain of touch points with the potential customer. They come in many forms and across multiple devices. While following the internet user from online research to online purchase with the exactly appropriate messaging to its browsing behavior might seem challenging, it represents a complete change in how we can execute advertising campaigns. The presentation held at Webit 2013, shows an example and benefits of advertising across channels, that enables reaching the potential customer on multiple occassions within his journey to purchase. Maruša is a Chief Marketing Officer at Httpool, cross channel ad network covering most of the CEE, with presence in Asia and focus on international markets outside US and WE.
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APPLYING THE CROSS CHANNEL APPROACH
IN DIGITAL ADVERTISING Maruša Flerin Chief Marketing Officer
Webit 2013
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BIL
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DIS
PLA
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SEM
E-M
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HOW ADS ARE NORMALLY DELIVERED
HOW CUSTOMERS USE DIGITAL MEDIA
VS
across one or more channels,
managed individually
using multiple channels, while
continuously switching among them
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PURCHASE OF TRAVEL SERVICES CONSISTS OF MULTIPLE STEPS, ACROSS MULTIPLE DEVICES.
Source: Chart 1 Google Think Insights. Base: Google Analytics accountc for U.K. in travel. N = 78M conversions (8.3K profiles). Q4 2012; Chart 2: Google and Ipsos MediaCT, Google Multi-Screen Travel, June 2013.
CROSS-CHANNEL & CROSS DEVICE
advertising approach is essential.
63% 89%
of total revenues in the UK comes from purchases made in
MORE THAN
ONE STEP.
of travelers begin their activities on one device and
CONTINUE ON
ANOTHER.
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CHANNELS EMPLOYED FOR CREATING FIRST INTERACTION
WITH POTENTIAL CUSTOMER
Creating awareness, consideration & stimulating purchase intent
VIDEO ENGAGEMENT SOCIAL
95% of US media
agencies use online video for
awareness*.
*Source: eMarketer, Video Advertising Beyond top of funnel, October 13, 2013.
Interactions within ads for longer brand
engagement.
DISPLAY
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CHANNELS EMPLOYED TO INFLUENCE PURCHASE DECISION
1. BROWSE PHASE: generic search terms
2. RESEARCH PHASE: (substitute) product search terms
3. BUY PHASE: brand and offer related search terms
SEARCH ENGINE
MARKETING
RE-TARGETING
Great weekend getaway in Europe Flight ticket Austrian Airlines
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POST
PURCHASE
ANALYSIS
Steps to purchase vary per customer, product, market and other factors. Illustrated path to purchase is solely an example.
STEP 1 STEP 2 STEP 3 STEP 4
Channel as last
interaction.
Channels normally not attributed to final conversion in
standard campaign management.
Thank you for your purchase.
STEP 5
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CROSS CHANNEL ADVERTISING
AND JOURNEY TO PURCHASE
Decision
ASSISTANT LAST INTERACTION
Awareness, Consideration & Intent
Display
Social Email
Referral SEM
Organic
search
Direct
THE PATH TO PURCHASE (UK, TRAVEL)
Video
Engagement Re-targeting
Source: Positions of channels and the model is adapted from Google Think Insights. Base: Google Analytics accountc for U.K. in travel. N = 78M conversions (8.3K profiles). Q4 2012. Video, Engagement and Re-targeting channels have been added in the model based on estimated positions.
Channel roles are defined by customers behavior along the journey to purchase.
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MANAGING CROSS CHANNEL ADVERTISING CAMPAIGN
PRELIMINARY
PHASE
CAMPAIGN
IN PROGRESS
POST-ANALYSIS
1. Predict roles of channels in journey to purchase. 2. Employ multiple channels.
3. Create ad permutations.
1. Measure viewable impressions. 2. Analyze performance of individual channel based on
channel-specific KPI. 3. Analyze attribution to final conversion.
4. Use automatic rules for optimization. 5. Re-allocate budgets among channels. 6. Adapt creatives.
1. In-depth performance analysis.
2. Understand customers journey to purchase.
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OVERVIEW OF THE CROSS CHANNEL APPROACH
OPPORTUNITY CREATED
BY FRAGMENTED MEDIA
CONSUMPTION
EXECUTION ENABLED BY
ADVANCED TOOLS
ENABLES ADVERTISERS
TO INCREASE ROI
• Takes advantage of
synergies among channels,
• impacts the whole
journey to purchase and
• lowers cost per conversion.
• Providing access to multiple channels and devices from one point;
• empowering
advanced multi-channel optimization.
• Customers are using multiple channels and
• multiple devices along the journey to purchase.
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