Why brands need to consider Engagement

Rate Optimisation

Andrew Machin – Head of Creative

Sorry

Brand

User

Offer

Respond

Convert

The ‘ORC’ customer journey

Display ads served in the US in 2013. ~25% increase on 2009

Comscore

Average CTR. Some formats as low as 0.04%

Doubleclick

Statistically, you are more likely to survive a plane crash

Solve Media Research

Statistically, you are more likely to survive a plane crash

CURSE YOU,GROUPON!!!

Solve Media Research

A.D.D.?

“There is no such thing as an attention span. People have infinite attention if you are entertaining them.”

Jerry Seinfeld

A.D.D. M.R.D.

Because we live in the ‘moment’

Why?

moments per day

?

?

Brand

User Moment

Relevance

Engage

The emerging ‘MRE’ customer journey

The Audience of 1

How do we become ‘relevant’ to 1?

Know your audience

Engagement allows you to personalise your

Customers’ Experienceto make you relevant

Com

plex

ity

Knowledge

Com

plex

ity

Knowledge

Com

plex

ity

Knowledge

We have matured here

Com

plex

ity

Knowledge

We have matured here

But up here is where the magic happens

Com

plex

ity

Knowledge

Understand motivations

concerns through engagement

Personalisecontent

Com

plex

ity

Knowledge

Com

plex

ity

Knowledge

Com

plex

ity

Knowledge

Com

plex

ity

Knowledge

?

Com

plex

ity

Knowledge

Com

plex

ity

Knowledge

Com

plex

ity

Knowledge

Com

plex

ity

Knowledge

In the moment

No value

Low content

Low engagement

Why should brands start to optimise

their engagement?

Engagement leads to Personalisation

Personalisation leads to Relevance

Relevance leads to Experiences in the

‘moment’

-30% Bounce rate+30% Conversion

“If you dislike change, you're going to dislike irrelevance even more.”Eric Ken Shinseki

Thank you

Andrew.Machin@branded3.com @The_Machin Branded3.com @Branded_3