PROGRAMMATIC: THE SHIFTING LANDSCAPE OF DIGITAL ADVERTISING
About Miles
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About Miles – What we do
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About Miles – a few examples of who we work with
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OUR TOPIC
What we will cover
Data driven approaches for new customer acquisition, increasing direct traffic, building brand awareness and boosting profits.
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DISRUPTORS
Where’s Google headed?
From Search Engine to Answer Engine
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Search:DaytripsfromSanFrancisco
Bottom of the heap
Organic traffic is tough. And getting tougher.
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Sevenswipes,NextPage,thenthreeswipestogetto
FirstOrganicResult
Rankbrain
200 major ranking signals, up to 10,000 variations, and now the third-most important determinant in search results
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High-funnel Content
Travel suppliersare still discoverable. But less so. And it’sjust going to get worse for us.
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GoogleTrips
Use andTrust
Travelers appear to value, trust and use this content, validating industry concern that this content will become a serious disruptor
TrustinGoogleContent UseofGoogleContent
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The Cost of a Click
Cost per click has increased 300% over the last 4 years - $.37 to $1.09.
$0.00
$0.20
$0.40
$0.60
$0.80
$1.00
$1.20
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Now what?
We have to do more with what we have, and get stronger.
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DATA DRIVEN
DATA DRIVEN:Why data driven approaches are a pain in the ….
v Your opinion doesn’t matter;v You don’t know what will work;v There is no magic template;v There is only process and hard work.
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DATA DRIVEN:What your process should be
1. Business objectives2. Research3. Insight and Hypothesis 4. Build and test5. Analyze results and adapt
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DATA MATURITY:What you can achieve is rapidly improving
v Advances in Attributionv Data Visualizationv Ownershipv Personalizationv Niche Targeting
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PROGRAMMATIC
The basicsProgrammatic: the use of software to purchase digital advertising
v Ad exchanges: marketplace that auctions ad impressions in real-time, among multiple bidding advertisers and/or networks and sells the impression to the highest bidder;
v Supply Side Platforms (SSP): Ad seller’s (publisher’s) software platform for automation and management of advertising inventory;
v Demand Side Platforms (DSPs): Ad buyer’s software platform for automation and management of as buys;
v Data Management Platforms (DMPs): used for data storage and analysis to help with advertising campaign optimization and media buying.
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NOW WHAT?What can we do with all of this great, rich data and powerful automation?
Acquire New CustomersIncrease Direct TrafficBuild Brand AwarenessBoost Profits
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Where you should focus
Acquiring new customers
v Leverage Owned Datav Assure Control over the Full Cycle
(audience, inventory, optimization, analytics)
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Where you should focus
Increasing direct traffic
v Employ Advanced Segmentation to Extend Audience and Reach
v Employ Niche Market Targetingv Test and Analyze
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Where you should focus
Build Brand Awareness
v Provide Fresh Creativev Test Engagementv Assure Quality and Safety
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Where you should focus
Boost Profits
v Really thinking through your ROIv Shoulder Contentv Application of a Rigorous CRO
program
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Resources
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Thank you!
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