winning the moment in 2017

312mpopulation

WINNING THE MOMENT IN 2017

Jennifer Prior,Agency Development Manager

your customers great stories what works

you understand...

Google Confidential and Proprietary

Through Mental and Physical availability=

Do I remember it when in need?Can I buy it when I want to?

Find potential customers of the category and light users of your brand

speak to all of them, often, especially prior to purchase

and make it easy for them to remember, find and buy your product

Find potential customers of the category and light users of your brand

speak to all of them, often,especially prior to purchase

and make it easy for them to remember, find and buy your product



How do I find morecustomers?

How do I stand out in a cluttered marketplace?

How can I measure results and drive ROI?



We don’t go online. We live online.


I want-to-watch

I want-to-know

I want-to-find

I want-to-buy

consumer moments create relevant signals


http://www.youtube.com/watch?v=IC3LTuumO0I

8:00amI want-to-watch

finding better answersone trillion times a year

5:00pmI want-to-buy

8:00pmI want-to-find


12:00pmI want-to-know

finding better answers to your marketing challenges


How do I find morecustomers?

REACH better qualified customers at scale


IMPACT the purchase decision to win in the moments that matter

How can I measure results and drive ROI?

Drive measurableRESULTS


Reach better qualified customers at scale



http://www.youtube.com/watch?v=GIey1MTsS9w


I want to speak to people who can be my customer...

Signals make yesterday’s wishlist today’s reality

Who is in-market for

my products or services?

Who has chosen to

interact with my brand?

Who looks like my existing customers?



Who is in-market for my products or services?


Personalised algorithms looking at recent and repeated behaviours

Less likely to be a fashion enthusiast

Spends 6 hr/day on the web

Browses fashion sites for 30 mins

Likely to be a fashion enthusiast

Spends 1 hr/day on the web

Browses fashion sites for 30 mins

Source: Mazda Canada Case Study, 2014

Mazda reached qualified leadsby speaking to people who expressed an interest

500Kpotential buyers reached in the first month alone

10Xmore potential customers than usual targeting types

https://docs.google.com/a/google.com/file/d/0Bz4636obax0dVWRxYnNoejhYbHM/edit


Who has chosen to interactwith my brand?


http://www.youtube.com/watch?v=No7S8wAiZ2M

Hello music video watched at a rate of

1M+ viewsper hour



1B+1B+1B+1B+1B+1B+

on seven products globally

1B+ users

1B+



Impact

Google confidential | Do not distributeGoogle Confidential and ProprietarySource: Behavioral Lift Research with Millward Brown Digital, January 2014

http://www.youtube.com/watch?v=Aw_maS-EGZs


Viewabilty ensures your ads are seen

91%of YouTube video ads are able to be seen

*Average viewability of video ads across the web (not including YouTube) is 54%

100%of Google display ads are able to be seen

**Avg 54% of display ads can’t be seen


Viewability ensuresyour ads are seen

Source: Google and DoubleClick advertising platforms data, April 2015.

With Google Preferred as part of the mix, Maybelline saw 2.4X to 2.9X lift in brand awareness


You can reach viewers through the content they love

Google confidential | Do not distributeGoogle Confidential and ProprietarySource: Behavioral Lift Research with Millward Brown Digital, January 2014

74%lift in website

visits

76%lift in relevant web

searches

3Xlift in YouTube

searches

BUT CHOICE IS A GAME CHANGER


#LikeAGirl

for some content unrestricted is best...

3.19 mins

http://www.youtube.com/watch?v=XjJQBjWYDTs


Drive Results you can measure and optimize


Mondelēz improved campaignswith Google Brand Lift Surveys


36%Brand Awareness lift

97%Ad recall

Source: Google data, 2014


and with the True View evolution - greater impactby offering engagement


80%Lift in consideration

54%Ad recall lift

Source: Google data, 2014


Confidential & Proprietary

Football is a team effort, as marketingOne-2-one battles Striking

More success

Passing


However many advertisers look at marketing in this way...


In consequence: strikers will be attributed all the success of the teamMarket Values for individual players for last-interaction-logic

StegenGoalkeeper

PiqueCentre Back

IniestaMidfield

RakiticMidfield

NeymarStriker

MessiStriker

0 Mln € 0 Mln € 0 Mln € 5 Mln € 200 Mln €150 Mln €

Only players who scored goals have any value


However the reality looks different...

Real Market Values

StegenGoalkeeper

PiqueCentre Back

IniestaMidfield

RakiticMidfield

NeymarStriker

MessiStriker

15 Mln € 40 Mln € 35 Mln € 40 Mln € 120 Mln €100 Mln €

Not only in football, players who assists can be worth as well as those who scores goals


Attribution improves media performance & drives business growth

Increased sales and 25% growth in ROI with position based model

TRAVEL, UK

15% increase in bookings and 10% in media savings with reverse time decay model

HOTELS, SPAIN

B2B, US

Doubled Paid Search & tripled Display performance at cost effective ROAS/CPA with position-based & time decay model


Picking an attribution model

Conservative growth strategy

Aggressive growth strategy

Finishing more existing conversion paths

Starting more new conversion paths

Converting more existing customers

Converting more new customers

Driving brand capitalization

Driving brand awareness

(these 3 models value all steps on the conversion path)


Google Confidential and Proprietary Google Confidential and Proprietary

Reach better qualified customers at scale

Impact the purchase decision to win the moments that matter

Drive measurable

Results

THANK YOU

winning the moment in 2017

Business