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Who has control? Client is king!

Pieter Slingerland15 mei 2014

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13 years of expertise 10 offices across the globe 15 languages spoken

Trusted by:

125 online professionals 200 active customers Google alliance

About DQ&A Media Group

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C o r e Q u e s t i o n s

We help with the following questions:1. Are you allocating the correct budgets to the

relevant marketing channels to achieve the

optimal result (ROI=ROAS)?

2. Do you have full transparency of online

mediaspend?

3. Are you leveraging your data to increase your

marketing performance? Really?

4. Is your (online) marketing operation efficient

enough?

5. Are you leveraging and/or protecting your

brand effectively?

6. Are you a passenger or a driver?

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• From measurements to knowledge to predictions

• Combine diverse data sources for better results is challenging

• Finding out the effect of branding values such as awareness and conversion

From data to insights! The Challenge

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The Touch-Tell-Sell method

• Set goals and base your reporting accordingly

• Combining data sources with enhanced tracking by using the floodlight tag

• Conversion attribution modelling based on message (touch), to consumer (tell) and conversion (sell)

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Path to Conversion report Set clear goals for a campaign, what are your main targets?

Base your reporting accordingly for a useful report

What are our main targets? How are we gonna gather that information?

Integration with Touch - Tell - Sell method

Anticipate the customer journey

Inspired by McKinsey Consumer Decision Journey

Non-linear, unpredictable path

Awareness Consideration Evaluation Purchase Advocacy

The Media Mix Offline en Online

Who pays has control?

REDUCEONLINE MEDIA

WASTE

INCREASE INVESTMENT

ON TECHNOLOGY ROI

Costs

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Measure structure

KPN Group

Touch

Tell

Sell

Display

Search

Mobile

Affiliate

Rich Media

Partner

eMail

Social

ATL

Sites

Placement

Creative

MOBIEL-SO

MOBIEL-BB

MOBIEL-MobInt

MOBIEL-Alg

Internet - Int

INTERNET-Ain1

Internet - Intltv

Internet - IntBel

Holding Brand Products Campaign Media Mix Channel

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Meten & InsightsOverview van digitale spend

Search Email Display Affiliate

DCM

4 bezoekers, 4 aparte data stromen

1 bezoeker met 4 contactmomenten, een overview

• Conversie ontdubbeling• Efficient media inkopen• Inzicht/learnings delen• Inzicht in alle digitale

touchpoints• Cross channel effecten

ROI ROI ROI ROI

R O A S

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Eenduidig, compleet en inzichtelijk

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Simplify Conversion Tracking in your digital

advertising campaigns while using the

floodlight tag.

Use the floodlight tag to capture, track and

report on conversions:

Determine the effectiveness of digital campaigns

Enhanced tracking

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UNIFIED REPORTING

Enhanced tracking

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Meten

Alle data in één platform met de DoubleClick suite • Standaard Display• High Impact Display• Search• Affiliate• Video• Mobiel

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Single tag technology vormt de basis van het systeem

Holistisch overzicht van bezoekers en cross-

channel customer insights

Concrete, ontdubbelde conversies

Eenduidige rapportage en

heldere attributie

Integreren van data; 1st, 2nd en 3rd

Conversion tracking with Floodlight

Video

Display

Mobile

Organic search

Social

Paid search

Email

Reacts to emerging channels

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Meet structuur

KPN Group

Touch

Tell

Sell

Display

Search

Mobile

Affiliate

Rich Media

Partner

eMail

Social

ATL

Sites

Placement

Creative

MOBIEL-SO

MOBIEL-BB

MOBIEL-MobInt

MOBIEL-Alg

Internet - Int

INTERNET-Ain1

Internet - Intltv

Internet - IntBel

Holding Brand Products Campaign Media Mix Channel

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The CustomerJourney

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Meten conversie attributie

User Journey

Display Network View

Premium Display View

Affiliate Click

Display View

Search Click Converts

LastClick 100%

FirstClick 100%

FirstTouch 100%

Linear Model 20% 20% 20% 20% 20%

Time Decay + Weights

5% 5% 20% 20% 50%

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Overview

Budget Allocation AnalysisWe use ROAS efficiency ratios (credit % divided by cost %).

These show the degrees of variation from credit matching spend at ratio=1

Consider re-allocating budget underperforming Social Media Site to Display Media

Client:Travix

Case studyDynamic Retargeting

Compare fares for worldwide flights – both scheduled and low cost. Besides the best airfare, the sites offer attractive pricing for hotels, rental cars, city trips, insurances, train- and vacation packages

- 6 labels - 23 country’s- 10 milj unique visistors- 2.5 million passengers

Travix Global deal

The stack? What is the DDM stack?

The consumer visit the website and looks for a product, for

example a travel site

Dynamische Retargeting within the Doubleclick-stack

In this step all variables will be captured for

specific (re)targeting and dynamic creationn.

This variables will be through the floodlight

tag replaced in the cookie and in the system

Dynamische Retargeting within the Doubleclick-stack

The values of this variable will be transfered

to the Studio component off the Doubleclick stack

By building up this dynamic creations we can

use them for dynamic creations

Dynamische Retargeting within the Doubleclick-stack

Based on the earlier build up segments is it

possible to by DBM media impressions.

When there is an impression bought, there

will be an creation asked by the Studio

Component. This creations will be created

based on the U-variables and the feed

Dynamische Retargeting within the Doubleclick-stack

Dynamische Retargeting within the Doubleclick-stack

Dynamische Retargeting binnen de Doubleclick-stack

When the consumer cliks on the banner, he/she will be deeplinked to the site of the advertiser

in the exact same place in the website as when he left the page before. Consumer has a direct

connections with the banner and the site.

The competition in the market?

This solution is fully integrated in the stack

Only using dynamic retargeting will mean that it not directly can competite with Criteo / Social Mantic or that the performance will be better.

Possibility to custiomize feeds / creatives

Control Control...using DBM / DCM / Creatives and full insights on each level.

What did we provide so far?

Creatives example demo

Cheaptickets DE

It works with the following destinations:

BKK, LHR, IST, BCN, ZRH, JFK, KBP, MIA, AMS, ATH, TXL, DPS, DUS, FRA, HAM, KUL, LIS, LAX, MAD, AGP, DME, SVO, MUC, NCE, PMI, CDG, HKT, FCO, SFO, PVG, SIN, LED, ARN, STR, TLV, VIE

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Wat is RTB?

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• Beslis per impressie de waarde, interesse en de prijs

• Het draait om de geschatte waarde van het inkopen van individuele impressies obv beschikbare informatie:

• Retargeting of prospecting• Lokatie van de bezoeker• Tijd van de dag en dag van de week• De website waar de ad ingekocht wordt!• etc

Wat is RTB?

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Automated Media Buying

Standard IAB formats

Leaderboard:

Wide Skyscraper: Skyscraper:

Medium Rectangle:Large Rectangle:

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Automated Media Buying

High Impact and Rich MediaLightbox:

FloorAd

BillboardBillboard met Video

(Sticky) Halfpage Ad

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Automated Media Buying

Instream Video

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Wat betekent dit voor Sanoma

Sanoma is en blijft een van de A Netwerken!Dus er is altijd interesse vanuit adverteerders.

Maar de wereld verandert en telkens meer media inkoop gaat automated.

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Hoe ziet een campagne opzet eruit?

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Targeten

De kracht van RTB inkoop zit hem in het kunnen bepalen van potentiele waarde van individuele impressies. Het is daarbij belangrijk om campagnes zo op te bouwen dat

deze waardevolle impressies herkent en gekocht worden.

Wij hanteren de volgende basis targeting elementen:• Umfelt Targeting (incl. PMP’s)

• Contextual Targeting• Data Targeting (1st & 3rd)

• Retargeting

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Umfelt Targeting

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Contextual Targeting

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Data Targeting

Location: Den Haag, NL

Domein: buienrader.nl

Time: 01:23 CET

Segment: No

Product value: EUR 600,-

Expected conversion probability: 2%

Expected value: EUR 12,-

Location: Amsterdam, NL

Domein: wegener.nl

Time: 17:01 CET

Data Segment: Yes

Product value: EUR 600,-

Expected conversion probability: 78%

Expected value: EUR 468,-

3rd partyData

leverancier

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(Dynamic) Retargeting

Wat gebeurt er en wat gaat er gebeuren?

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Ontwikkelingen in de markt

Huidige ontwikkelingen• Meer waarde erkenning van ingekochte media > Conversie Attributie• Meer formaten via RTB > Rich Media & Video• Meer afstemming tussen ATL & BTL• Verkleining van het online landschap, door:

• Insourcing door de adverteerder• Technologische integratie

Toekomstige ontwikkelingen• Multiple Screen integratie• Meer types media > (Online) Radio & TV

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Looking forward to seeing you again!

DQ&A Media Group

The Netherlands | Germany | Italy | Spain | Brazil | South Africa | Switzerland |