data targeting - powering display advertising
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Presentation by : Siddharth Puri Business Head – Tyroo Direct
DATA driven Targeting – Strengthening Display to become effective alternate to Search
About Tyroo
India’s Largest Digital Reach Vehicle APAC’s Largest Performance Platform for E-
Commerce and Internet Businesses Over 5,000 handpicked publishers Reach – 19.2 Million UVs, 1.5X of Rediff, 60% of
Yahoo!1
Competitively priced, Brand safe, Engaging rich media formats
Strong focus on ROI/performance goals Work with all major advertisers and agencies
active in digital – 200+ active campaigns at a given time
Multi – Format Driven – Display/EDM/Text Links/ Product Feeds
1ComScore May 2011
Advertisers
Tyroo Reaches to nearly 50% of the total Indian internet audience
E-Commerce Marketing Team Goals
Goals
Acquire First Time Customers from Paid Media to do transaction on site
Breakeven on Cost of acquisition of customer within gross margin earned on sale driven
Have higher ratio of Prepaid Customers
Zero Cancellation or Order Returns
Measurable Metrics
First Buyer to Repeat Transaction Ratio
Gross Margin earned on each transaction
% of Credit Card to COD Order driven
Cancellation/Returns Ratio post call Centre Order Verification
Paid Media strategy to acquire Customers
** Basis Market Feedback and interactions with Marketing Departments
Channel % Spend Deployed
First Buyer to Repeat Ratio
Gross Margin earned on each Product
% Prepaid Users
Cancellation/ Return RTO Ratio
Direct Traffic 65% – 35% 8% 6%
Google SEM 35% 80% - 20% Breakeven 12% 8%
Facebook CPC 30% 70% - 30% (- 30%) 18% 6%
Performance Networks
30% 65% - 35% Breakeven 4% 11%
Display/ Others
5% 60% - 40% (- 500%) 20% 10%
• Evolved Online Retailer – Established 3 years Ago , Leader in its segment
• Spending on an average 1Cr Per month on Digital Media
• Done Large TV advertising spends 2 times in last 12 months for Brand Building
Display – Ugly duckling of Media Plan ?
Display’s Challenge is Lack of consideration of Brand Visibility aligned metrics
Without spend on display With 30% spend on Display
Impact on Direct Traffic X # of Transactions from Direct Traffic
2X # of transactions from Direct Traffic
Impact on # of Organic Searches of Brand Keywords
X# of Searches on brand keyword
3X# of Searches on Brand Keywords
Impact on CTR and CR on other Channels
10% improvement in CR across channels
Impact on Gross Sale Value 15% improvement in Gross sales value
Data driven Display Advertising
プロファイリングターゲティング
Data TargetingData Targeting
Analy
ze v
isitors
Analy
ze v
isitors
Pro
ducts
Pro
ducts
Data Targeting
Site Visitor⇒ Retargeting Efficiency : high Target Users : limited
“persona” user⇒ Audience targeting based on profiling Efficiency : medium Target Users :mediumNon- Persona User⇒ CPA Optimized non-targeting Efficiency : law Target Users : large
Analyze advertiser’s site visitor and create original “persona” in order to advertize audience targeting based on profiling data.
Seamless!!
Behavior
Gender
Age
Area
Others
CPA Optimized non-targeting
Audience targeting
Retargeting
Personalized Retargeting – How it’s work
1. As a visitor enters a merchant’s website, they are tagged with a simple smart cookies
2. When the visitor enters in the Tyroo Media network - the system spots them.
3.Tyroo recommendation engine chooses the offering that are most likely to appeal for each visitor, based on advance machine learning and wisdom of the crowds algorithms
4. Then user clicks, returns to product page and completes purchase
5. Tyroo shares Tracking Order Id and Amount
F.A.Q – Re-targeting
Q1. Do I pay on CPM/CPC/CPA ?
Ideal is to pay on CPA, but you don’t loose out evenpaying on CPC as difference against normal CPCadvertising is higher Conversion ratio equal or sometime better than search
Q2. Why should I do it beyond SEM/SEO/Affiliate ?
Gain Advantages of Brand Visibility Metrics + create another performing channel for incremental sales
Q3. How Much traffic is ideal to add Re-targeting to Media Plan, Should one Do it if not spending money on Paid Traffic?
Re-targeting is Ideal if your website has 10,000 Unique Users Every Day
Q4. What Channel should I Trade off/Replace in my strategy?
If you are spending <10% of your paid media budget onDisplay including Google Display Network, you shouldfirst allocate spend from this bucket, balance basis itsperformance will start to win spends from otherBuckets
Q5. Should I do Display at all, If doing Re-targeting?
This decision should be taken after evaluating yourposition in the brand management cycle.
Q6. What kind of Optimization is Required?
All Re-targeting Platform comes with by default CPAoptimization but now specialist platform also bring inadditional capability to optimize for Higher Order Value/Higher First Buyer to Repeat Ratio among many other
Q7. Is it level playing field between large vs small advertisers or competitive bidding environment as Search?
Fortunately re-targeting doesn't get largely impactedfrom media placement as input point on conversionratio, you are bidding for quality of user bidding onprobability of him converting basis marketing goalmetrics defined
Q8. What is the Minimum Budget to test the channel?
Its function of # of users on your site but for a site with10,000 UU per day should setup a budget of 30,000clicks for 3 months to measure impact.
Q9. Why 3 Months?
Re-targeting like Search need to be trained on metricsand given opportunity to find right audience setcombination and ability to understand your traffic tobuying behaviour. Immediate impact seen as comparedto display advertising but needs some time to settle tosearch advertising level
Q10. How to Create Benchmarks for evaluation?
Re-targeting or any other performance channels shouldbe pitched on metrics of Google Non Brand Keywordother than SEO oganic brand keyword searches whichshould compete against brand keywords
Thanks
Questions!!
Y