audience engagement across multiple customer moments - ses 2014
Post on 17-Oct-2014
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DESCRIPTION
Four top tips to harness audience data: -Think audiences not channels -Unify buying platforms -Keep it REAL -Take advantage of the opportunitiesTRANSCRIPT
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London • 10–13 February 2014 • #SESLON @SESConf
Ad Optimisation in
Multi-Channel Digital Advertising
Sam Fenton-Elstone iCrossing
Head of Media
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London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
@sjfe @icrossing_uk
Ad Optimisation in multi-channel digital advertising
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London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
Complex, marketing headache?
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London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
Shopping Feeds Biddable Media
Premium Display
Search
In Game Re-targeting Bought Social In App
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London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
From 5% to 66%
By 2016 smart TV ownership will rise
MediaTel, February 2013
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London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
Percentage of Brits who watch TV with a second device (smartphone & tablet) in hand
BSkyB & YouGov research, cited: http://www.guardian.co.uk/technology/appsblog/2012/oct/29/social-tv-second-screen-research
75%
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London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
Second screeners on social networks
48%
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London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
10.7 hours a day with all forms of media
5.6 hours on digital
http://www.globalwebindex.net/online-time-now-exceeds-offline-media-consumption-globally/
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London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
@sjfe @icrossing_uk
“If you can't explain it to a six year old, you don't understand it
yourself.”
– Albert Einstein
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London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
Audiences are the same as they ever were…
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London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
Tip #1 Think Audience, not channel.
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London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
Context Where the message is seen
Demographic signifiers What can be inferred about the audience
based on the context
Historic ‘targeting’ focused
on identifying loudest signal of implied
intent
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London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
13
Intent signals are multiplying & becoming readable…
Your purchases…
Your browsing… Your sign ups…
Your likes… Your access …
Your network… Your location…
Your device…
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London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
There are many intent signals…
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London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
Search Social Retargeting Display
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London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
Search Social Retargeting Display
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London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
There are many in-between…
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London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
Simplfy machine
Tip #2 Simplify the machine.
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London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
Audience Access
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London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
Spend > £2m
Spend > £1m
Spend < £1m
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London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
Tip #3
Identify the signals that matter
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London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
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London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
Relevant
Efficient
Actionable Lasting
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London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
Tip #4
Is your business built to deliver this?
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London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
CMO
Head e-Com
SEO Manager Paid Search Manager
Affiliate Manager Email Manager
Head Marketing
Brand Manager Digital Marketing
Manager
Display Manager Social Media Manager
Budget Results
Data Strategy
Budget Results
Data Strategy
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London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
Audience Analysis
Audience Engagement
Audience Acquisition
Brand Amplification
Marketing
Brand structure with Audience at its core
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London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
Typical Agency structure
PPC SEO MEDIA CREATIVE INSIGHT
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London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
Typical Agency structure
PPC SEO MEDIA CREATIVE INSIGHT
PPC SEO CREATIVE
CONTENT, COMMUNITY, ART & DESIGN
INSIGHT
AUDIENCE ANALYTICS
VISIBILITY & AMPLIFICATION
SEO, PPC, MEDIA, SOCIAL, CRM
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London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
Think Audiences not channels
Unify buying platforms
Keep it REAL
Take advantage of the opportunities
![Page 30: Audience engagement across multiple customer moments - SES 2014](https://reader034.vdocuments.mx/reader034/viewer/2022051608/5441641db1af9ff34b8b46fe/html5/thumbnails/30.jpg)
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
@sjfe @icrossing_uk
Audience engagement across multiple customer moments
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London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe @icrossing_uk
@sjfe @icrossing_uk
Thank you.
@sjfe @icrossing_uk
01273 827 700