Post on 18-Jun-2020
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Data-Driven Advertising: A Single Source of TruthPhil Cowlishaw | Head of AdCloud ANZ
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Today’s Agenda
Background: the ongoing promise of ad-tech & mar-tech convergence
The evolution of advertising technology
Where do ad-tech & mar-tech intersect? Advertising
Data
Creative
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AdvertisingCross Channel Orchestration
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ONE WAY TO CONNECT – DIRECT
AD NETWORKS
SUPPLY-SIDE PLATFORMS
OPEN AD MARKETPLACES, EXCHANGES
DEMAND-SIDE PLATFORMS
ADOBE EXPERIENCE CLOUD
Trusted and transparent data and content marketing stack
GOOGLE MARKETING SOLUTIONS
Search data marketing stack
FACEBOOK BUSINESS
Interest data marketing stack
AMAZON MARKETING SERVICES
Purchase data marketing stack
In the Beginning…The Ad Networks Join the Party…But Exchanges Steal the Spotlight…And Supply-Side Platforms Arrive for Publishers…While Demand-Side Platforms Align With AdvertisersMarketing Stacks are Taking Over the Conversation
ADVERTISERS CONSUMERS
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Programmatic is not a channel(it is software)
6
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What can you buy programmatically today
7
Video
TV
Social
Search
Display
Drive Actions & Conversions
Direct
Brand Lift, Transparency &
Favorability
Brand
Attract - Retain - Engage
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DataAudiences, Measurement & Optimisation
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The opportunity: further integration of advertising channels
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CRMInvestment
MARKETINGInvestment
ADVERTISINGInvestment
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Unified Tech Provides Single Foundation for Data Activation
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AdvertisingInvestment
MarketingInvestment
CRMInvestment
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Intersection of data
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ADOBE ANALYTICS
Customer AnalyticsAttribution Modelling
Predictive Analysis
AUDIENCE MANAGER
Segmentation EngineData Marketplace (2nd / 3rd Party)
Cross-Device Intelligence
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ANALYTICS AD CLOUD
AUDIENCE MANAGER
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Native Audiences
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Natively available Audiences
Retain business taxonomy
Data Governance
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Ad Cloud vs. A Well Known “Island”
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5–10%HIGHER MATCH RATES
Ad Suppression
~$430,000 Savings
~$96,000 upliftAcquisition ROI
~+$526,000 ROI
Based on $14 Acquisition campaign
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ANALYTICS AD CLOUD
AUDIENCE MANAGER
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Conversion MetricsSite Traffic Metrics
Campaign Classifications Engine Data
ANALYTICS AD CLOUD
AUDIENCE MANAGER
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3%Average Conversion Rate
Sales Conversions
With limited performance data, how do you optimize?
SalesConversions & Revenue
S P A R S E C O N V E R S I O N D A T A
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Report Data Flows
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Ad Cloud Data in AnalyticsAnalytics Data in Ad Cloud
• Time spent• Page views• Bounces• Unique visits• Instances• + custom metrics
Available at the campaign, placement, and ad level:
• Clicks• Cost• Impressions
Adobe AnalyticsAdobe Advertising
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De-Duped Advertising Data in Analytics, Seamlessly
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Performance Lift Driven by Full-Funnel Optimization
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IMPRESSIONS
CLICKS
BOUNCE RATE
RETURN VISITS
PAGE VIEWS
TIME SPENT
ENGAGEMENT
FINAL CONVERSIONS
Advertising Cloud
AnalyticsCloud
7-13% STAND ALONEROI LIFT
13-18% INTEGRATED ROI LIFT
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$
Last Click
First Click Linear
ParticipationJ Curve
U Shape
Time Decay
Inverse J
Last non-direct
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Attribution IQ: Analysis Workspace
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CreativeDesign & Creative Workflow
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Creative Assets
CREATIVE CLOUD AD CLOUD
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Industry’s First Integrated Advertising
Creative Management
Platform
INTEGRATED TO ADOBE CREATIVE CLOUD
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DataAdvertising Creative
Connect to your DMP audiences
Integrate to Analytics measurement
Revisit the creative workflow
Leverage dynamic templates
Advertising as a marketing channel
Learn from digital personalisation tactics
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Mark Dawson – Senior Manager, Digital Optimisation – Allianz Australia
ALLIANZ & ADOBE ADCLOUD
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IN-HOUSE MEDIA MODEL & TECHNOLOGY MODEL
• Direct relationships• Deeper integration• Faster response to market
Publishers
• Direct licence agreements• Data ownership• Leverage Group agreements
Tech Vendors
• Deeper integration with media planning & optimisation
• Remove silos, improve media & technology knowledge across business units
Internal Business
Units
Publishers
TechnologyInternal Stakeholders
Data
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ADOBE JOURNEY – PAST 18 MONTHS
AdCloud
• Began with paid search 18 months
ago – saw performance uplift in the
range of 20%+
• Tested various approaches to
budgeting, bidding, planning
• Soon began buying connected TV &
other video inventory to expand
reach
• Followed by audio/Spotify testing
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ADCLOUD & SEM
Performance
• Initial uplift around 20%• Continued efficiency gains of 11% in H1 2018 vs same time last year
Budgeting
• Tested various approaches• Profitable growth across product lines – agnostic about which product
Flexibility
• Allow SEM campaigns, spend, bids to quickly respond to changes in our pricing across product, geo location etc
• Accurately forecast impact to the business of budget changes – understand when to increase/decrease spend
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ADCLOUD TESTING – VIDEO & CTV
Could we concentrate our CTV spend
during peak TV hours to extend audience
reach efficiently & at scale?
Significant inventory volumes available
during peak hours, often at slightly lower
CPMs, reaching new audiences who
aren’t on FTA
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ADDRESSING AUDIENCE DUPLICATION
What is the level of duplication across
devices, channels across video? Are we
reaching the same people over & over
again? Should we limit where we
advertise?
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ADDRESSING AUDIENCE DUPLICATION
9now Network 10 7 Network Desktop Mobile Specific Shows
9now 79% 8% 8% 1% 2% 7%
Network 10 4% 77% 3% 0% 1% 6%
7 Network 9% 7% 72% 1% 2% 38%
Desktop 1% 1% 1% 89% 7% 1%
Mobile 4% 3% 4% 8% 89% 3%
Specific Shows 2% 4% 11% 0% 0% 45%
Through our Adcloud tags, also able to measure average revenue per policy by channel, device etc
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IDEAL STATE
AdCloudAudience Manager
Allianz.com.audata
AnalyticsBusiness Data
Website user behavior
Push from DMP into Adcloud
Find specific audiences
across multiopleplatforms
Understand performance
Augment data
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EVOLVING BUSINESS COMMUNICATION
Technical & Pricing teams providing data around high/low risk audiences, additional pricing information
Customer Analytics team looking at propensity modelling, market penetration by city/region, conversion rates by audience
segment, lifetime values
Claims data around high/low cost areas, cars etc
Creative opportunities to better target audiences by segment & opportunity
AdCloud
Audience Manager
Target
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NEXT STEPS FOR DIGITAL TRANSFORMATION
How can we better leverage our own data within the business as well as 2nd, 3rd party? What is the value of this data?
Where can we improve our conversion & communication process across all digital assets?
How do we use the combination of all of the Adobe platforms to increase growth from the core?
Real world applications of Data Driven Advertising
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Key themes for today….
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1 Connecting the data dots to increase effectiveness
2 Importance of designing cross channel experiences
3 Proving ROI using Primary School Science methods
Connecting the data dots to increase effectiveness
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An education on education…
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Deakin University CRICOS Provider Code: 00113B
MBA Webpage CRM Database
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MBA Webpage CRM Database
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Deakin University CRICOS Provider Code: 00113B
Burwood Open Day
Geelong Open Day
Warrnambool Open Day
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Burwood Open Day
Geelong Warun Ponds
Open Day
Warrnambool Open Day
Geelong WaterfrontOpen Day
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26 August
19 August
5 August
Connecting the data dots
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Open Day Geelong Webpage | 2017
TRAITS
Geelong Campus Webpage | 2018
Lead Campus = Geelong| 2018
0.05% CTRGeneric Open
Creative
RESULTS
0.11% CTRCampus Specific Open Creative
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Registered for Day Planner?
No
Yes
Burwood
Waurn Ponds
Waterfront
Warrnambool
Burwood
Waurn Ponds
Waterfront
Warrnambool
A
B
C
D
E
F
G
H
Decision Tree
1% CTRGeneric Open
Creative
RESULTS
5% - 30% CTR
Campus Specific Open Creative
Snapshot of Open Day tactical data buys
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1 All digital media leveraging DMP
2 On site personalisation
3 Using mobile advertising to attribute event attendance
Importance of designing cross channel experiences
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Unfinished Applications
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+107Additional
Applications
On-site personalisation + Paid search site extensions + Retargeting =
Proving ROI using Primary School Science methods
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Deakin University CRICOS Provider Code: 00113B
Deakin University CRICOS Provider Code: 00113B
Slow down to speed up
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Food for thought…
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1 Was there an unfair advantage?
2 Let a test run it’s course
3 Know thy sources
4 Reward the finders of bad news
5 Don’t measure what’s easy, measure what’s important
Final thoughts…
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