РИФ 2016, Как помирить Branding и Performance?
Transcript of РИФ 2016, Как помирить Branding и Performance?
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Каз лойжржмь Branding ж Performance? Аиезсей Арржкоб 13 алреия 2016
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Let’s imagine a retailer with two directors having two different objectives
Head of E-commerce Head of Marketing
Branding
Performance
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Just how much value do brands add?
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$124bn brand value of $719bn market cap
17% *Brand values calculated by Forbes. World’s most valuable Brands 2014
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$40bn brand value of $88bn market cap
45% *Brand values calculated by Forbes. World’s most valuable Brands 2014
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Example Category Queries
Jan
Apr May Jun Jul Aug Sep
B
A A
Not Capturing Full Demand
• Limited by budget or campaign
structure
Dec
Capturing Full Demand
• Optimal budget and
campaign structure
B
edit with
your
client’s
impression
share
You are good at capturing search demand
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But there is more opportunity for you to grow
Example Category Queries Creating Demand
● Using YouTube and display to influence
consumers before they search
C
Jan Dec
Apr May Jun Jul Aug Sep
B
A
Example Category Queries C
A Not Capturing Full Demand
• Limited by budget or campaign
structure
Capturing Full Demand
• Optimal budget and
campaign structure
B
edit with
your
client’s
impression
share
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Брекгжкв лойоваем лржбиепь кобтю атгжморжю ж лобморко бобиепь стсесмбтюсжу зижекмоб
ЦЕЛЕВАЯ АУДИТОРИЯ
ВЙИЯЕМ НА ВЫБОР Рааомаей с ломреажмеияйж, зоморые тде еажкмересобакы б лозтлзе
СТРОИМ ЗНАНИЕ БРЕНДА Расржряей ж соегаей оеиебтю атгжморжю
ВАША АУДИТОРИЯ
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These two objectives may be reached with Brandformance approach
Brandformance
Reach your target audience,
those who did not hear about you before,
and tell them your story...
… and after that offer a proper deal and
convert them into loyal customers
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Create demand and capture sales
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At launch: Build fast awareness 1 Maintain awareness and
increase consideration 2
TrueView
Masthead
Display TrueView
Video Lightbox
Search
Convert to purchase 3
$ Purchase
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Product launch media strategy
Strong Push Pull & Lead generation Generate Buzz
PRE-LAUNCH LAUNCH
TV + YouTube video ads = incremental reach
GDN lightbox ads – engage those who have not seen video ads
YT channel page branding + featured video
YT Cross-Screen Masthead
+
Brand Lift Survey to Measure brand metrics
TrueView in-display – click-to-play ads
POST LAUNCH
Generate leads with GDN: display lightbox ads
GDN and TrueView remarketing with tactical offers
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Continue to tell your story to the right person with the right message at the moments that matter most
Re-engage with the hand raisers through video remarketing
Google Confidential and Proprietary
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Source: TNS Web Index, Moscow+St.-Petersburg, December 2015, 12-64 years, Monthly Reach, % of population; comScore Media Metrix, July 2015; Google internal data Google Confidential and Proprietary
75% Населения доступны на YouTube ежемесячно
Доступны в сети Google Display Network 89%
YouTube – видео-площадка №1
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YouTube – поисковая система №2 в мире
Source: Think With Google 2014
Онлайн покупателей используют видео для изучения товара
Используют YouTube, чтобы найти продукт
42%
64%
Google Confidential and Proprietary
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Google Confidential and Proprietary 15 * check example from K-mart
Challenge of Ulmart
● Ulmart is the largest on-line retailer in Russia with revenue of $1,5B in 2013. Company ship to 190
cities, active customer base is 1.9 mln of customers per month, assortment of 70 000 SKUs,
offline infrastructure includes 39 cybermarkets, 300 pick-up stores in 190 cities.
● Founded in 2006, company is still not very well-known in the market: overall average top-of-mind
awareness is 11% with the highest score in St. Petersburg (23%) and the lowest in Moscow (5%).
● Ulmart decides to apply Brandformance approach to Moscow region, increase its awareness and
at the same time increase active customer base to grow revenues in that region
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Каз Юийарм лойжржи Branding с Performance
Ulmart case
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Brandformance // Approach
Introduce yourself to those,
who did not know you before
1
Offer a deal, stimulate
registrations and convert
them into customers
2
Retain the customers
and grow loyalty
3
● Create an ad, that introduce the retailer
and tell your full story (no time limits)*
● Introduce yourself by showing it to the
audience, who did not visit your web-
site before
● Target to specific region, where there is
a need to grow
● Create a special offer for new customers (e.g.
discounts for 1st purchase, bonus for a
registration) and put in on your website
(landing page)
● Create video ads, banners and context ads
with call to action
● Show these ads to those, who saw the first ad
● Analyze the new audience and
segment it
● Stimulate more transactions via
newsletters
* check example from K-mart
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Brandformance // Case study from Ulmart // Step 01
Introduce yourself to those,
who did not know you before
1
* video available here from Ulmart
Key facts and results
● YouTube ad, 60 sec, story about Ulmart and customers reviews
● Target only Moscow region
● Flight duration: 1 week
● 1 800 000 of new unique viewers
● +25% of Top-of-Mind (Unaided)
● 250 000 of visitors to Ulmart’s site
● 5000 of transactions right after campaign flight
Retain the customers
and grow loyalty
3
Offer a deal, stimulate
registrations and convert
them into customers
2
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Brandformance // Case study from Ulmart // Step 02
Introduce yourself to those,
who did not know you before
1
Offer a deal, stimulate
registrations and convert
them into customers
2
* video used for remarketing available here from Ulmart
RLSA ads Special deal for new customers: “Wholesale prices”
Retain the customers
and grow loyalty
3
GDN Banners
YouTube ad (RMKT)*
Key facts and results
● 250 000 of visitors to Ulmart’s site
● 12 500 of transactions
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Google Confidential and Proprietary
Offer a deal, stimulate
registrations and convert
them into customers
20
Brandformance // Case study from Ulmart // Step 03
Retain the customers
and grow loyalty
3
Introduce yourself to those,
who did not know you before
1 2
Key facts and results
● “Hot deals” for newly joined customers
● 17 500 newsletters
● CR 25%
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Brandformance // Case study from Ulmart // Key results
$9 customer
acquisition cost
2,5x less customer acquisition
cost vs. company
average
18 000 new customers
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Google Confidential and Proprietary
Каз каймж ломреажмеией?
НАЙТИ логуогясжу ломреажмеией
Каз быгеижмься срегж резиайы?
ПОВЙИЯТЬ ка ререкже о лозтлзе
Каз жейержмь реетиьмам ж ооекжмь ROI?
Ооекжмь РЕЗКЙЬТАТ
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Google Confidential and Proprietary
НАЙТИ логуогясжу ломреажмеией
Google Confidential and Proprietary
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Рааомайме с лерслезмжбкой атгжморжей
Икмерестюмся, ко есф ке зтлжиж
Поуодж ка баржу жиж ломекожаиькыу
зижекмоб
Азмжбко жетпаюм барт замеворжю,
соажраюмся жу зтлжмь
КТО:
КАК: Remarketing Customer Match
Similar Audiences In-Market Audiences
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Customer Match заз жсмопкжз кобыу зокберсжй
Ислоиьетйме сбегекжя о зижекмау...
Исморжя лозтлоз
Онниайк зайлакжж
Пронжиж зижекмоб
...лрж рааоме с резиайой ка YouTube
● Позаеыбайме резиайт стсесмбтюсжй зижекмай
● Исзиюпайме стсесмбтюсжу зижекмоб, пмоаы лржбиезаймь моиьзо кобыу
● Науогжме лоиьеобамеией, лоуоджу ка баржу зижекмоб
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How do I deliver impact and make sure I stand out?
Google Confidential and Proprietary
ПОВЙИЯТЬ ка ререкже о лозтлзе
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Шжрозжй быаор норйамоб с лиамой еа viewable лозаеы ж бобиепекже
CPV ло зижзт TrueView in-display
Пролтсзаейый CPV TrueView in-stream
Viewable CPM 6, 20 и 30 сектнд
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Ооекжмь РЕЗКЙЬТАТЫ
Google Confidential and Proprietary
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Позаеамеиж эннезмжбкосмж гия Performance
● Росм ложсза ло арекгт
● Ассоожжробаккые зокберсжж
● Птмь з зокберсжж
● Уйекьрекже расуогоб (CPL/CPP)
Метрика Цель Значение
% росм омкосжмеиько омрасиебыу лозаеамеией
Просйомр резиайы YouTube лерег зокберсжей
Пржстмсмбже YouTube б лтмж з зокберсжж
Кокепкая оеиь
%%
##
##
$$
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Коропе...
1. Ислоиьетйме бжгео ка YouTube гия ложсза кобыу ж рейарземжква мезтсжу зижекмоб
2. Вобиезайме ж зокбермжртйме атгжморжю с лойосью жкмеразмжбкыу жксмртйекмоб
3. Насмройме аммржатожю зокберсжй гия лоикооекково жейерекжя реетиьмамоб
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СПАСИБО! ВОПРОСЫ?