point roll webinar_your brand everywhere_december 2011_external
TRANSCRIPT
1
Your Brand Everywhere: Reach, Engage, & Drive Return Across Digital Touch Points
Cat Spurway-HeplerSVP, Strategy & Marketing
PointRoll
2
#BrandEverywhere
3
Let’s get interactive…
Ask Questions!
Follow @PointRoll
Tweet along! #BrandEverywhere
#BrandEverywhere
4
2012 digital trends and growth of various platforms
Shifting consumer media consumption behaviors
Getting your brand everywhere it needs to be
Engaging consumers across multiple touch points
Closing the loop between online and offline
What we’ll cover:
5
Consumers Shift, Digital Strategies Respond
6Illustration: Gary Waters, Media Magazine 2011
Consumers Doing More, with More…Eyeballs and Attention are Shifting
7
Smartphone/Tablet Adoption & Time Spent Will Surge
November 2011 we saw a YOY month to date increase of 132%.
8
Cord Cutting and the move to web-based TV, more online video consumption
Overall, convergence and device multi-use
2011 Leichtman Research Group
• 78% of Netflix Watch Instantly users use it to watch movies and TV shows on a TV set
• 86% of Netflix households subscribe to a multi-channel video service,
• 43% with a multi-channel video service subscribe to a premium service
We’ll Cut the Cord in Greater Numbers
9
Reach, Unduplicated Audience and Targeting IncludingDay-parting & Device Will Become Key
Reach and unduplicated audience, attribution will be key
10
It’s all Converging…On and Offline, Complementary Usage
11
Your Brand, Everywhere
12
Your Brand, Everywhere
Your Brand, Everywhere
14
‘Measurement, analysis and learning’ overtook ‘IT support of marketing needs’ as the #1 marketing bottleneck.
IBM 2011 CMO Study
15
But it Comes with its Challenges
16
Advanced Audience and Ad Delivery Analytics
• Trending on Uniques
- At a quick glance insights into which campaigns are:
• Seeing more unique clickers and converters
• Acquiring more unique users
- Easily identify which campaigns are driving the desired action
• Audience Size Estimator
- Know by how much you can grow your addressable market
- Easily identify the data sources with the largest pools of desired unique users
• Gross Cost Trending
- Compare different cost metrics (gross cost, CPA, CPM, and Cost per Unique) in aggregate or at the individual campaign level
- Better understand which campaign drove the highest desired result (CTR or APM) with the lowest cost
17
Ad AnalyticsBroad and Deep Analytics at Your Fingertips
• Impressions• Clicks• Interactions• Panels• Activities
• Interaction Costs• Panel Costs• Activity Costs• Video Costs• Dynamic Ad Variables
• Video• Reach & Frequency• Site Events• Site Event Revenue• Site Event Time Lag
• Campaign Properties• Placement Properties• Creative Properties• Impression Cost• Click Costs
18
Closing the Loop: SUPERVALU Drives Online Awareness and In-Store Conversion
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 vs standard ads
Evaluate how various audience segments perform
Results:Overall increase in in-store sales (three-month campaign period) and expandable, localized eCircular ads significantly outperformed the non-expanding Flash ads:
9% increase in dollar sales
10-fold return on media investment
17 % incremental sales lift among exposed households (5% is standard ad lift)
Led to better understanding of customer segments
* Test was conducted by Nielsen
**Click ad to view demo**
19
Got a Situation? PointRoll has the Solution!
20
We help you identify, execute and optimize digital campaigns
• Audience insights
• Analysts, benchmarks and more robust analytics
• Creative tools and technical help
• Creative production and resize support
• Flash to HTML5 conversion, Flash and HTML5 builds
• Mock ups and quick turnaround campaign options
• Trafficking, QA
• Continuous guidance – as much or as little hand holding as you want!
• One team, one platform, one partner
21
Next Generation Ad Delivery & Audience Analytics Platform
87% of marketers are looking for a marketing technology suite that is more integrated.
IBM 2011 CMO Study
22
Recap
Consumers doing more with more
Leverage multiple touch points to engage consumers, make experiences relevant and interactive
Reach, unduplicated audience and targeting including day-parting & device important
Quantifying the value of data and ad intelligence will drive success; audience-based measurement and audience-aware creative is critical and will grow in 2012
You can close the loop between online and offline connections
Manage, target, create, deliver, measure and optimize campaign more efficiently with a single provider – PointRoll
Thank You!
23
Learn More!
Just ask! – Contact your rep or [email protected]
Check us out online – • PointRoll Blog: blog.pointroll.com
Facebook: www.facebook.com/PointRoll
Twitter: @PointRoll
Thank You!
25
Questions?
26
See You at Our Next Webinar in January 2012!
Look for Details in the Coming Weeks