why all marketing is inherently local · optimization. private and confidential ... price better...
TRANSCRIPT
![Page 1: Why All Marketing Is Inherently Local · Optimization. PRIVATE AND CONFIDENTIAL ... Price Better ROI! Effectiveness at low Frequency Mobile Video Mobile Display 320 100 100 650](https://reader034.vdocument.in/reader034/viewer/2022043017/5f39b795f2c6fd4d634d6f75/html5/thumbnails/1.jpg)
Marketing Evolution(((((((((MarketingEvolution.com
PRIVATE AND CONFIDENTIAL
Why All Marketing Is Inherently LocalMarch 2016
![Page 2: Why All Marketing Is Inherently Local · Optimization. PRIVATE AND CONFIDENTIAL ... Price Better ROI! Effectiveness at low Frequency Mobile Video Mobile Display 320 100 100 650](https://reader034.vdocument.in/reader034/viewer/2022043017/5f39b795f2c6fd4d634d6f75/html5/thumbnails/2.jpg)
Marketing Evolution
Media(Fragmentation(
Why(All(Marketing(Is(Local(
Person(Level(Data(
![Page 3: Why All Marketing Is Inherently Local · Optimization. PRIVATE AND CONFIDENTIAL ... Price Better ROI! Effectiveness at low Frequency Mobile Video Mobile Display 320 100 100 650](https://reader034.vdocument.in/reader034/viewer/2022043017/5f39b795f2c6fd4d634d6f75/html5/thumbnails/3.jpg)
PRIVATE AND CONFIDENTIAL
![Page 4: Why All Marketing Is Inherently Local · Optimization. PRIVATE AND CONFIDENTIAL ... Price Better ROI! Effectiveness at low Frequency Mobile Video Mobile Display 320 100 100 650](https://reader034.vdocument.in/reader034/viewer/2022043017/5f39b795f2c6fd4d634d6f75/html5/thumbnails/4.jpg)
PRIVATE AND CONFIDENTIAL
20% more likely to buy
Women
Men
Fundamental Disruption: A Move Away From Aggregated Data
Sales Trend
Advantages: ▪ Personal message relevance = reduction in wasted impressions and discounts ▪ Real-time decisioning = faster response to changing market dynamics
![Page 5: Why All Marketing Is Inherently Local · Optimization. PRIVATE AND CONFIDENTIAL ... Price Better ROI! Effectiveness at low Frequency Mobile Video Mobile Display 320 100 100 650](https://reader034.vdocument.in/reader034/viewer/2022043017/5f39b795f2c6fd4d634d6f75/html5/thumbnails/5.jpg)
PRIVATE AND CONFIDENTIAL
![Page 6: Why All Marketing Is Inherently Local · Optimization. PRIVATE AND CONFIDENTIAL ... Price Better ROI! Effectiveness at low Frequency Mobile Video Mobile Display 320 100 100 650](https://reader034.vdocument.in/reader034/viewer/2022043017/5f39b795f2c6fd4d634d6f75/html5/thumbnails/6.jpg)
PRIVATE AND CONFIDENTIAL @rexbriggs
![Page 7: Why All Marketing Is Inherently Local · Optimization. PRIVATE AND CONFIDENTIAL ... Price Better ROI! Effectiveness at low Frequency Mobile Video Mobile Display 320 100 100 650](https://reader034.vdocument.in/reader034/viewer/2022043017/5f39b795f2c6fd4d634d6f75/html5/thumbnails/7.jpg)
PRIVATE AND CONFIDENTIAL
![Page 8: Why All Marketing Is Inherently Local · Optimization. PRIVATE AND CONFIDENTIAL ... Price Better ROI! Effectiveness at low Frequency Mobile Video Mobile Display 320 100 100 650](https://reader034.vdocument.in/reader034/viewer/2022043017/5f39b795f2c6fd4d634d6f75/html5/thumbnails/8.jpg)
PRIVATE AND CONFIDENTIAL
![Page 9: Why All Marketing Is Inherently Local · Optimization. PRIVATE AND CONFIDENTIAL ... Price Better ROI! Effectiveness at low Frequency Mobile Video Mobile Display 320 100 100 650](https://reader034.vdocument.in/reader034/viewer/2022043017/5f39b795f2c6fd4d634d6f75/html5/thumbnails/9.jpg)
PRIVATE AND CONFIDENTIAL
![Page 10: Why All Marketing Is Inherently Local · Optimization. PRIVATE AND CONFIDENTIAL ... Price Better ROI! Effectiveness at low Frequency Mobile Video Mobile Display 320 100 100 650](https://reader034.vdocument.in/reader034/viewer/2022043017/5f39b795f2c6fd4d634d6f75/html5/thumbnails/10.jpg)
PRIVATE AND CONFIDENTIAL
![Page 11: Why All Marketing Is Inherently Local · Optimization. PRIVATE AND CONFIDENTIAL ... Price Better ROI! Effectiveness at low Frequency Mobile Video Mobile Display 320 100 100 650](https://reader034.vdocument.in/reader034/viewer/2022043017/5f39b795f2c6fd4d634d6f75/html5/thumbnails/11.jpg)
PRIVATE AND CONFIDENTIAL
Walmart vs. Target
26
![Page 12: Why All Marketing Is Inherently Local · Optimization. PRIVATE AND CONFIDENTIAL ... Price Better ROI! Effectiveness at low Frequency Mobile Video Mobile Display 320 100 100 650](https://reader034.vdocument.in/reader034/viewer/2022043017/5f39b795f2c6fd4d634d6f75/html5/thumbnails/12.jpg)
PRIVATE AND CONFIDENTIAL
* Statistical significance at 95% Sources: Walmart Savings Catcher – Combined Publisher report; Walmart Savings Catcher Sub-Segment Performance Findings on in-store purchase behavior to come
Expandable Units
Pencil Units
Aud
ienc
e
Prox
imity
Strong LiftAverage Lift
No Lift Average Lift
Proximity targeting + expandable units = strongest lifts in foot traffic
![Page 13: Why All Marketing Is Inherently Local · Optimization. PRIVATE AND CONFIDENTIAL ... Price Better ROI! Effectiveness at low Frequency Mobile Video Mobile Display 320 100 100 650](https://reader034.vdocument.in/reader034/viewer/2022043017/5f39b795f2c6fd4d634d6f75/html5/thumbnails/13.jpg)
PRIVATE AND CONFIDENTIAL
Pizza Convenience Index Chart shows which chain has the closest location
![Page 14: Why All Marketing Is Inherently Local · Optimization. PRIVATE AND CONFIDENTIAL ... Price Better ROI! Effectiveness at low Frequency Mobile Video Mobile Display 320 100 100 650](https://reader034.vdocument.in/reader034/viewer/2022043017/5f39b795f2c6fd4d634d6f75/html5/thumbnails/14.jpg)
PRIVATE AND CONFIDENTIAL
1290
Context Targeting can add significant value
Day of the week*
130
100
Weekday vs. Weekend targeting Time of the day targeting for industry with Strong Time of Day Dynamic
Without targeting
With targeting
Time of Day**
100
![Page 15: Why All Marketing Is Inherently Local · Optimization. PRIVATE AND CONFIDENTIAL ... Price Better ROI! Effectiveness at low Frequency Mobile Video Mobile Display 320 100 100 650](https://reader034.vdocument.in/reader034/viewer/2022043017/5f39b795f2c6fd4d634d6f75/html5/thumbnails/15.jpg)
PRIVATE AND CONFIDENTIAL
Media(Fragmentation(
All(Marketing(Is(Local(
Person(Level(Data(
![Page 16: Why All Marketing Is Inherently Local · Optimization. PRIVATE AND CONFIDENTIAL ... Price Better ROI! Effectiveness at low Frequency Mobile Video Mobile Display 320 100 100 650](https://reader034.vdocument.in/reader034/viewer/2022043017/5f39b795f2c6fd4d634d6f75/html5/thumbnails/16.jpg)
PRIVATE AND CONFIDENTIAL
Attribution & ROI
5,0(0((0
![Page 17: Why All Marketing Is Inherently Local · Optimization. PRIVATE AND CONFIDENTIAL ... Price Better ROI! Effectiveness at low Frequency Mobile Video Mobile Display 320 100 100 650](https://reader034.vdocument.in/reader034/viewer/2022043017/5f39b795f2c6fd4d634d6f75/html5/thumbnails/17.jpg)
PRIVATE AND CONFIDENTIAL
EVERYTHING IS LOCALABC, Los Angeles, Prime 8pm-11pm
![Page 18: Why All Marketing Is Inherently Local · Optimization. PRIVATE AND CONFIDENTIAL ... Price Better ROI! Effectiveness at low Frequency Mobile Video Mobile Display 320 100 100 650](https://reader034.vdocument.in/reader034/viewer/2022043017/5f39b795f2c6fd4d634d6f75/html5/thumbnails/18.jpg)
PRIVATE AND CONFIDENTIAL
Density of Store Locations by DMA Source: Marketing Evolution
33
McDonald’sDunkin Burger King
Best Buy TargetWalmart
![Page 19: Why All Marketing Is Inherently Local · Optimization. PRIVATE AND CONFIDENTIAL ... Price Better ROI! Effectiveness at low Frequency Mobile Video Mobile Display 320 100 100 650](https://reader034.vdocument.in/reader034/viewer/2022043017/5f39b795f2c6fd4d634d6f75/html5/thumbnails/19.jpg)
PRIVATE AND CONFIDENTIAL
Audience(+(Impact(Optimization
![Page 20: Why All Marketing Is Inherently Local · Optimization. PRIVATE AND CONFIDENTIAL ... Price Better ROI! Effectiveness at low Frequency Mobile Video Mobile Display 320 100 100 650](https://reader034.vdocument.in/reader034/viewer/2022043017/5f39b795f2c6fd4d634d6f75/html5/thumbnails/20.jpg)
PRIVATE AND CONFIDENTIAL
Embrace Fragmentation
G o L o c a l
G e t P e r s o n a l
The Opportunity
![Page 21: Why All Marketing Is Inherently Local · Optimization. PRIVATE AND CONFIDENTIAL ... Price Better ROI! Effectiveness at low Frequency Mobile Video Mobile Display 320 100 100 650](https://reader034.vdocument.in/reader034/viewer/2022043017/5f39b795f2c6fd4d634d6f75/html5/thumbnails/21.jpg)
PRIVATE AND CONFIDENTIAL
Why We Need To Embrace Fragmentation & Go Local / PersonalThe Nature of Advertising Effectiveness Has Changed
Positive(ROI Positive(ROI
Best(Touchpoints(for(ROI
1996 2016
Best(Touchpoints(for(ROI
Stupid Simple National Buys By Demo ➔ Complex National & Local Optimization
![Page 22: Why All Marketing Is Inherently Local · Optimization. PRIVATE AND CONFIDENTIAL ... Price Better ROI! Effectiveness at low Frequency Mobile Video Mobile Display 320 100 100 650](https://reader034.vdocument.in/reader034/viewer/2022043017/5f39b795f2c6fd4d634d6f75/html5/thumbnails/22.jpg)
Using the mobile toolkit to improve results
37
Audio((Video((Display((Rich(Media((Native(((Coupons
FORMATS CHANNELS TARGETING CREATIVE
Websites((Apps((Push(SMS/MMS((Social((Search((Email
Audience((Context(Day(part(Location(Weather(
Programmatic
Dynamic((Integrated((Closed(loop(to(payment
![Page 23: Why All Marketing Is Inherently Local · Optimization. PRIVATE AND CONFIDENTIAL ... Price Better ROI! Effectiveness at low Frequency Mobile Video Mobile Display 320 100 100 650](https://reader034.vdocument.in/reader034/viewer/2022043017/5f39b795f2c6fd4d634d6f75/html5/thumbnails/23.jpg)
Mobile Video improved results for Coke.
Price
Better ROI!
Effectiveness at low Frequency
Mobile Video
Mobile Display
320
100 100
650
Effectiveness at High Frequency
350
Manage frequency or rotate creative
38
![Page 24: Why All Marketing Is Inherently Local · Optimization. PRIVATE AND CONFIDENTIAL ... Price Better ROI! Effectiveness at low Frequency Mobile Video Mobile Display 320 100 100 650](https://reader034.vdocument.in/reader034/viewer/2022043017/5f39b795f2c6fd4d634d6f75/html5/thumbnails/24.jpg)
PRIVATE AND CONFIDENTIAL
4. Walmart wanted to drive Intent and sales for Back to School grocery
Foot Traffic
Awareness
Image
Purchase Intent
TV MOBILE
DIGITAL
MEASUREMENT(PARAMETERS
18-49
TARGET:
Moms
DATA COLLECTION
2014
7/14 9/14
with school kids
FSI
39
Sales
![Page 25: Why All Marketing Is Inherently Local · Optimization. PRIVATE AND CONFIDENTIAL ... Price Better ROI! Effectiveness at low Frequency Mobile Video Mobile Display 320 100 100 650](https://reader034.vdocument.in/reader034/viewer/2022043017/5f39b795f2c6fd4d634d6f75/html5/thumbnails/25.jpg)
PRIVATE AND CONFIDENTIAL 40
![Page 26: Why All Marketing Is Inherently Local · Optimization. PRIVATE AND CONFIDENTIAL ... Price Better ROI! Effectiveness at low Frequency Mobile Video Mobile Display 320 100 100 650](https://reader034.vdocument.in/reader034/viewer/2022043017/5f39b795f2c6fd4d634d6f75/html5/thumbnails/26.jpg)
Frequency-to-Li2-Response-Mobile-Video-vs.-TV*
Point-Increase-in-Pric
e-Pe
rcep
Bon
0%
3%
6%
9%
12%
FrequencySource: Walmart SC Survey; Data Collected from: 8/4-9/28
MOBILE VIDEO
CABLE TV
With the same creative, Mobile Video had more impact than video on other platforms
41
![Page 27: Why All Marketing Is Inherently Local · Optimization. PRIVATE AND CONFIDENTIAL ... Price Better ROI! Effectiveness at low Frequency Mobile Video Mobile Display 320 100 100 650](https://reader034.vdocument.in/reader034/viewer/2022043017/5f39b795f2c6fd4d634d6f75/html5/thumbnails/27.jpg)
PRIVATE AND CONFIDENTIAL
Mobile was the most EFFICIENT DRIVER of actual sales
TV
Mobile
Digital
FSI
('[(0 (50( (100( (150( (200(
*For each index, 100 = average value, Efficiency = Sales Impact per Media Type/Spend per Media Type
Foot Traffic
Awareness
Image
Purchase Intent
Sales
![Page 28: Why All Marketing Is Inherently Local · Optimization. PRIVATE AND CONFIDENTIAL ... Price Better ROI! Effectiveness at low Frequency Mobile Video Mobile Display 320 100 100 650](https://reader034.vdocument.in/reader034/viewer/2022043017/5f39b795f2c6fd4d634d6f75/html5/thumbnails/28.jpg)
PRIVATE AND CONFIDENTIAL
Embrace Fragmentation
G o L o c a l
G e t P e r s o n a l
The Opportunity
![Page 29: Why All Marketing Is Inherently Local · Optimization. PRIVATE AND CONFIDENTIAL ... Price Better ROI! Effectiveness at low Frequency Mobile Video Mobile Display 320 100 100 650](https://reader034.vdocument.in/reader034/viewer/2022043017/5f39b795f2c6fd4d634d6f75/html5/thumbnails/29.jpg)
PRIVATE AND CONFIDENTIAL
Customers & retail locations highlight why location targeting matters
Your(Customers Where(They(Buy(Your(Product Your(Optimal(Ad(Footprint
Example:(Auto(brand
Audi Honda Ford
![Page 30: Why All Marketing Is Inherently Local · Optimization. PRIVATE AND CONFIDENTIAL ... Price Better ROI! Effectiveness at low Frequency Mobile Video Mobile Display 320 100 100 650](https://reader034.vdocument.in/reader034/viewer/2022043017/5f39b795f2c6fd4d634d6f75/html5/thumbnails/30.jpg)
PRIVATE AND CONFIDENTIAL
![Page 31: Why All Marketing Is Inherently Local · Optimization. PRIVATE AND CONFIDENTIAL ... Price Better ROI! Effectiveness at low Frequency Mobile Video Mobile Display 320 100 100 650](https://reader034.vdocument.in/reader034/viewer/2022043017/5f39b795f2c6fd4d634d6f75/html5/thumbnails/31.jpg)
PRIVATE AND CONFIDENTIAL
New Media Planning Algorithms Deal With the Complexity
▪ Using Local boosts ROI by over 12% – Top 200 Marketers $9.4 Billion/$47 million each
▪ It accounts for Mobile increasing its share of budget by
15% over using demos alone.
![Page 32: Why All Marketing Is Inherently Local · Optimization. PRIVATE AND CONFIDENTIAL ... Price Better ROI! Effectiveness at low Frequency Mobile Video Mobile Display 320 100 100 650](https://reader034.vdocument.in/reader034/viewer/2022043017/5f39b795f2c6fd4d634d6f75/html5/thumbnails/32.jpg)
PRIVATE AND CONFIDENTIAL
Use(of(the(SMoX(and(other(ROI(data(to(create(an(optimized(media(plan(in(under(4(minutes
![Page 33: Why All Marketing Is Inherently Local · Optimization. PRIVATE AND CONFIDENTIAL ... Price Better ROI! Effectiveness at low Frequency Mobile Video Mobile Display 320 100 100 650](https://reader034.vdocument.in/reader034/viewer/2022043017/5f39b795f2c6fd4d634d6f75/html5/thumbnails/33.jpg)
PRIVATE AND CONFIDENTIAL
Q&A
Media(Fragmentation(
Why(All(Marketing(Is(Local(
Person(Level(Data(
@rexbriggs