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A Recipe for Success: 5 key Ingredients for an Integrated Digital Display Marketing Campaign

A Recipe for Success: 5 key Ingredients for an Integrated Digital Display Marketing Campaign. Jim Price President & CEO Empower MediaMarketing @EmpowerMM. Cat Spurway-Hepler SVP, Strategy & Marketing PointRoll @PointRoll. Niemen Marcus Chocolate Chip Cookies.

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A Recipe for Success: 5 key Ingredients for an Integrated Digital Display Marketing Campaign

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  1. A Recipe for Success: 5 key Ingredients for an Integrated Digital Display Marketing Campaign Jim PricePresident & CEO Empower MediaMarketing@EmpowerMM Cat Spurway-HeplerSVP, Strategy & Marketing PointRoll@PointRoll

  2. Niemen Marcus Chocolate Chip Cookies Grab a piece of paper, your iPad, iPhone… • 1/2 cup unsalted butter • 1 cup packed brown sugar • 3 tablespoons white sugar • 1 egg • 2 teaspoons vanilla extract • 1 3/4 cups all-purpose flour • 1/2 teaspoon baking soda • 1/2 teaspoon baking powder • 1/2 teaspoon salt • 1 1/2 teaspoons instant espresso coffee powder • 1 1/2 cups semisweet chocolate chips • Preheat oven to 375 degrees • Cream together butter, brown and white sugar, beat in egg and vanilla. Add flour, baking soda, baking powder, salt and espresso powder; stir into the creamed mixture. Finally, stir in the chocolate chips. • Drop dough by tablespoonfuls onto a greased cookie sheet • Bake for 8 to 10 minutes

  3. A Recipe for Success: 5 key Ingredients for an Integrated Digital Display Marketing Campaign Jim PricePresident & CEO Empower MediaMarketing@EmpowerMM Cat Spurway-HeplerSVP, Strategy & Marketing PointRoll@PointRoll

  4. We’ll Cover 3 Things • The 5 Ingredients for Digital Success • How Brands are Applying the 5 Ingredients • Key Questions to Find the Right Recipe for Your Brand

  5. The 5 Ingredients for Digital Marketing Success • Audience : Who are you serving? • Data: What’s on the menu? • Creative: We eat with our eyes first! • Distribution: For here or to go? • Performance: 5 Star or Flop?

  6. Distribution Audience Creative Make the Most Out Of Every Impression Performance Data Optimization Engaging and Higher Impact Ads, Interactive Functionality and Feature-Rich Creative • Relevant Data Driven Ads with Audience-specific Messaging Based on BT, Geo, Demo and More Insights Evaluate ROI Future Decisions Reporting/ Analysis • Audience Understanding & Knowledge, Finding More Targets Media Allocation/Creative Metrics/KPIs

  7. Distribution Audience Creative Make the Most Out Of Every Impression Performance Data Optimization Engaging and Higher Impact Ads, Interactive Functionality and Feature-Rich Creative • Relevant Data Driven Ads with Audience-specific Messaging Based on BT, Geo, Demo and More Insights Evaluate ROI Future Decisions Reporting/ Analysis • Audience Understanding & Knowledge, Finding More Targets Media Allocation/ Metrics/KPIs

  8. Audience Find Your Audience, Reach More of Your Audience • Key Questions: • Is your audience more than an execution target? • Which tools/partners could you be using? • Are you prepared to be OBA compliant? • Are you considering contextual and intent? Understand Your Audience Find and Reach More of Your Audience People, Not Just Places

  9. Distribution Audience Creative Make the Most Out Of Every Impression Performance Data Optimization Engaging and Higher Impact Ads, Interactive Functionality and Feature-Rich Creative • Relevant Data Driven Ads with Audience-specific Messaging Based on BT, Geo, Demo and More Insights Evaluate ROI Future Decisions Reporting/ Analysis • Audience Understanding & Knowledge, Finding More Targets Media Allocation/ Metrics/KPIs

  10. When You Find Them, Give Them What They Want • Data Key Questions: • Do your audience insights influence your message? • Are you considering the environment where media is being consumed? • Do your success metrics tell the whole story?

  11. Case Study: Meijer - Syndicating the Circular A Dash of “Distribution” Meijer thinks BIG with digital billboards featuring local deals!

  12. Distribution Audience Creative Make the Most Out Of Every Impression Performance Data Optimization Engaging and Higher Impact Ads, Interactive Functionality and Feature-Rich Creative • Relevant Data Driven Ads with Audience-specific Messaging Based on BT, Geo, Demo and More Insights Evaluate ROI Future Decisions Reporting/ Analysis • Audience Understanding & Knowledge, Finding More Targets Media Allocation/ Metrics/KPIs

  13. Use Creative to Engage • Interactive Experience and Engagement • Creative • High Impact Executions/ Page Takeovers • Highly interactive non-expanding rich media • Dynamic: XML, Offers, Ad Versioning, Landing Pages • Interactivity ,Gaming, Data Entry • Integrated/Synched Video Photo Upload Expandables with Multiple Videos Click the images above to experience the value of creative

  14. Give Consumers What They Want Key Questions: • Do you have dynamic assets available? • Are you giving them a reason to engage? • Are you thinking beyond the click? • Does every impression make an impression • Creative

  15. Give Consumers What They Want • Creative

  16. Distribution Audience Creative Make the Most Out Of Every Impression Performance Data Optimization Engaging and Higher Impact Ads, Interactive Functionality and Feature-Rich Creative • Relevant Data Driven Ads with Audience-specific Messaging Based on BT, Geo, Demo and More Insights Evaluate ROI Future Decisions Reporting/ Analysis • Audience Understanding & Knowledge, Finding More Targets Media Allocation/ Metrics/KPIs

  17. No Channels: Your Brand… Everywhere Online Circular iPad Facebook • Distribution Digital Out of Home Mobile App Mobile Site PC Rich Media/Display

  18. No Channels: Your Brand… Everywhere Online Circular iPad Facebook • Distribution Digital Out of Home Mobile App Mobile Site PC Rich Media/Display

  19. No Channels: Your Brand… Everywhere Key Questions: • Are you extending beyond the desktop? • Are you testing new digital channels? • Do you consider mobile “display”? • Distribution • www.NoChannels.com

  20. No Channels: Your Brand… Everywhere • Distribution

  21. No Channels: Your Brand… Everywhere • Distribution

  22. Distribution Audience Creative Make the Most Out Of Every Impression Performance Data Optimization Engaging and Higher Impact Ads, Interactive Functionality and Feature-Rich Creative • Relevant Data Driven Ads with Audience-specific Messaging Based on BT, Geo, Demo and More Insights Evaluate ROI Future Decisions Reporting/ Analysis • Audience Understanding & Knowledge, Finding More Targets Media Allocation/Creative Metrics/KPIs

  23. Measuring the Impact of Display Performance Key Questions: • Are you looking at and measuring your digital investments holistically? • Are you measuring success based on the last click? • Are you measuring site-side activity?

  24. Giving Proper Credit to Display + Search A consumer saw a display ad, then searched on Google or Yahoo, then booked an appointment 16% of people who booked an appointment saw a display ad before they made a search Measuring the Impact of Display Performance

  25. SUPERVALU Drives Conversion with Localized Expandable Ad Campaign • Challenge: • Reach consumers where they are – online – and drive in store to increase sales • Strategy: • Test rich media ads with dynamic and local content • Evaluate richer, expandable format versus standard ads • Evaluate how various audience segments perform • Result: • Overall increase in in-store sales during the three-month campaign period and expandable, localized eCircular ads significantly outperformed the non-expanding Flash ads: • 9% increase in dollar sales with digital • 17 % incremental sales lift among rich media exposed households compared with a 5% standard ad lift • 10x return on media investment • Led to better understanding of customer segments * Study conducted by Nielsen

  26. Mobile, iPad AUDIENCE / TARGETING INFO Open, Agnostic, Targeted Create, Connect, Convert Measure Social/ Facebook In Stream Video Digital OOH PC Create, Customize, QA, Test, Serve, Analyze & Optimize Advertising Technology Platform DATA Promotions, Messaging Products, Offers, Inventory Feeds CREATIVE ASSETS Elements, Features, Functionality

  27. Connect with Us! Jim Price • @EmpowerMM • www.EmpowerMM.com • www.NoChannels.com • jim.price@EmpowerMM.com Cat Spurway-Hepler • @PointRoll • www.pointroll.com • blog.PointRoll.com • cspurway@pointroll.com

  28. Next PointRoll Webinar: “OBA Compliance Demystified: Easy Solutions for Compliant Campaigns” Hosted by TRUSTe and PointRoll Register:tinyurl.com/PointRollOBAWebinar March 24, 2010

  29. Thanks!

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