gary taylor - ote birmingham - digital advertising – where is it going?

Where Is It Going?

Digital Advertising

Copyright 2013 TMW Ltd.

Contents


• Who am I?

• The Search Market• How The Landscape Has Changed• The Effects Of ATL To Web

• Identifying And Monitoring Digital Trends

• Managing Data Effectively• “Big Data”• Econometric Modelling• Attribution Modelling

• The Next Big Things For Digital Advertising• Audience Profiling• Content Marketing• Social Listening And Verification

• Technology Recommendations

TMW Overview


TMW are an independently-owned media buying agency with offices in Stratford Upon Avon and London, we specialise in the planning, booking and implementation of TV, Press, Radio, Out of Home and Digital media.

Our team manages large-scale integrated marketing and consultancy services for a number of top UK companies, including:

• Major furniture retailer• Leading vitamins company• Global power tools company• Global insurance company• National house builder

And a number of other top retail, leisure and travel clients

Who Am I?


• Ten years online marketing experience

• Core skills in digital solutions, SEO and analytics

• Midlands Young Entrepreneur of the Year in 2008

• Guest speaker at numerous digital conferences in the UK and Europe including SMX, SAScon and Think Visibility

• Significant experience within lead generation, retail and ROI driven campaigns

• Nominated As European SEO Personality Of The Year 2012…

Gary Taylor

Head Of Digital – TMW Ltd.

The Landscape Has Changed

Search Market


89.11%

6.35%3.22%

UK Market Share

Google

Bing

Yahoo

Other

Data Source: TheWord.co.uk July 2013

Google Still Dominating UK Search


Search Market


Paid Results

Organic Results

Paid Results

Traditionally, Google only showed paid and organic results

Paid Results

Google Finder

Organic Results

Local Results

Google Maps / Local Results

Paid Results

Local Results

Search Market


Now there are numerous ways to gain valuable search engine “real estate”

Search Market


Nestlé finds horse meat in beef pasta

mealsAndroid Kit Kat

unveiled by Google and Nestlé

Search is extremely sensitive to positive and negative economic factors

Search Market


A comprehensive search strategy now joins forces with social media and PR, helping you to understand your online reputation and how to protect it

Search Market


Search is extremely sensitive to positive and negative economic factorsAnd the effects of TV to web are unequivocal

The Effects Of ATL To Web


Above the line advertising (TV, Press, Display Advertising, Social etc.) drives customers into the funnel, where we can harvest them with other channels like PPC, Organic Search, Email and Display Retargeting

Multiple “touch points” along user

journey


The need to make your brand synonymous with your products and integrate all marketing channels is more important than ever



In a nutshell: If you aren’t visible when your campaigns need it most…your competitors WILL steal your customers

Own YOUR space


Digital Trends

Identifying And Monitoring



Today there is a plethora of buzz words, sayings and clichés in the digital universe but what should you be focusing your efforts on?

Digital “Buzz” Words

Attribution Modelling

Econometric Modelling

Augmented Reality

So-Lo-Mo

QR CodesNFC

Apps

Content Marketing Inbound

Marketing

RTB Display

Audience Profiling

Big Data

Managing It Effectively

Data



Big data is only useful when you can understand it, interpret it and make informed business decisions based upon it.

If you have hundreds, thousands or millions of lines of data, how can you manage it effectively?

Big Data

London Olympics Campaign

115m impressions served

188 creative formats tested

537k lines of user journey data


How can I find users with a higher propensity to CONVERT?

The BIG Question


Review current paths to conversion against spend and revenue


Path to purchase example:

1st Impression

Last Click

• The Times• Mex Ad• Amazon etc.

Banner


Analyse % weighting of spend using analytics solutions e.g DC Storm, Bright Analytics etc.


Banner PPC Re-targeting Organic/Direct

15

50

2015

Cost vs. Rev


Monitor Cost vs. Revenue across all marketing channels



Revise % of spend to make it as efficient as possible based on new weighted results…reducing cost vs. revenue


Cost vs. Rev

Banner PPC Re-targeting Organic/Direct

35

25

30

10


Understanding your baseline activity (intercept) is vital so that you can determine uplift by channel and amend advertising spend to the most efficient mix

Big Data

5/14/2

012

5/15/2

012

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0120

5,000

10,000

15,000

20,000

25,000

30,000

35,000

Web VisitsATL and Digital Activity


To achieve this most efficient mix data can be analysed using a statistical method called regression analysis which allows us to “predict” an output based on various inputs and variables


Y ≈ ƒ( X, β) Breakdown:

Y = The dependent variable ƒ = The function X = Independent variablesβ= “Beta” unknown parameters (represents a “Scalar” - a quantity described by a singular number)


The correlation coefficient ranges from −1 to 1, with anything over 0.7 considered to be a positive correlation.

A value of 1 describes a perfect relationship between Y and X.


Our aim is to find a media mix which correlates as closely as possible to 1


So, back to that BIG question…and those 537,426 lines of data…

Logistic Regression


How can I find users with a higher propensity to CONVERT?

The BIG Question


Logistic Regression can be used in marketing to “predict” a customer's propensity to purchase a product or cancel a service

The most straightforward interpretation of this is where the outcome is coded as a "0" or "1”

Examples:

Did a user who viewed a display ad, followed by clicking on a PPC ad convert?

Did a Telegraph reader convert?

Do existing customers who view 2 display ads, followed by an organic search, then 3 days later click on a PPC ad, finally returning 4 days later via a direct visit to our website convert?

Logistic Regression


The good news is that we don’t have to do this in our heads…there are numerous software providers with attribution solutions from entry level to enterprise

Phew!...I’m Glad That’s Over…


So What Next?



Augmented Reality

So-Lo-Mo

QR CodesNFC

Apps


Marketing

RTB Display

Audience Profiling

Big Data


The Next Big Things…



Augmented Reality

So-Lo-Mo

QR CodesNFC

Apps


Marketing

RTB Display

Audience Profiling

Big Data

For Digital Advertising

The Next Big Things



Audience Profiling

So we know which of our user journeys have a higher propensity to convert, so let’s describe them as customers and create ways to attract more of these users…

You may have multiple customer personas applicable to your product(s)…ASK your

customers!


Audience Profiling

We can then form audience profiles and understand more about their browsing habits…but more importantly…how we reach them, and where we can find them online!

Content Marketing…It’s Nothing New


Content marketing is nothing new…But moving forward we can back it up with REAL data

Audience (000’s) Responses Index

Total 7,737 3,427 147

1 People.co.uk (TMG) 375 159 231.5

2 HelloMagazine.com 131 54 226.7

3 GardenersWorld.com 509 238 198.5

4 RoyalCentral.co.uk 215 118 193.4

5 HolidayWatchdog.com 296 138 139.4

6 Trusted Reviews 356 151 127.8

7 Express.co.uk 585 268 113.8

8 BBC Good Food 2,155 862 113.7

9 Mail Online Femail 1,098 522 111.9

10 MSN News & Weather 2,017 917 109.8

Content Marketing


For purposes of this example we have used dummy pro-royalist data

Our users are almost twice as likely to browse

RoyalCentral.co.uk

Content Marketing At It’s Best


Relevant and well researched content

on leading pro-Royalist website

Helps with contextual targeting on display

activity for truly integrated approach


Own YOUR space

And This Brings Us Full Circle

Verifying Your Efforts


Using various social monitoring/listening tools we can monitor the results

The social impact created by your marketing

campaigns is extremely valuable data.

Verifying Your Efforts


Determine if your marketing message has reached the right audience. Have you said the right things to the right people?

Time of day is important to know, particularly when

understanding when’s best to uplift or down weight

activity

And Finally…


“ Success comes from doing the simple things brilliantly…

Recommendations

Technology


Technology Recommendations


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