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Transcript of 1 A Recipe for Success: 5 key Ingredients for an Integrated Digital Display Marketing Campaign Jim...
![Page 1: 1 A Recipe for Success: 5 key Ingredients for an Integrated Digital Display Marketing Campaign Jim Price President & CEO Empower MediaMarketing @EmpowerMM.](https://reader031.fdocuments.us/reader031/viewer/2022013004/56649eb75503460f94bc1747/html5/thumbnails/1.jpg)
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A Recipe for Success: 5 key Ingredients for an Integrated Digital
Display Marketing Campaign
Jim PricePresident & CEO
Empower MediaMarketing@EmpowerMM
Cat Spurway-HeplerSVP, Strategy & Marketing
PointRoll@PointRoll
![Page 2: 1 A Recipe for Success: 5 key Ingredients for an Integrated Digital Display Marketing Campaign Jim Price President & CEO Empower MediaMarketing @EmpowerMM.](https://reader031.fdocuments.us/reader031/viewer/2022013004/56649eb75503460f94bc1747/html5/thumbnails/2.jpg)
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Niemen Marcus Chocolate Chip CookiesGrab a piece of paper, your iPad, iPhone…
1/2 cup unsalted butter
1 cup packed brown sugar
3 tablespoons white sugar
1 egg
2 teaspoons vanilla extract
1 3/4 cups all-purpose flour
1/2 teaspoon baking soda
1/2 teaspoon baking powder
1/2 teaspoon salt
1 1/2 teaspoons instant espresso coffee powder
1 1/2 cups semisweet chocolate chips
Preheat oven to 375 degrees
Cream together butter, brown and white sugar, beat in egg and vanilla. Add flour, baking soda, baking powder, salt and espresso powder; stir into the creamed mixture. Finally, stir in the chocolate chips.
Drop dough by tablespoonfuls onto a greased cookie sheet
Bake for 8 to 10 minutes
![Page 3: 1 A Recipe for Success: 5 key Ingredients for an Integrated Digital Display Marketing Campaign Jim Price President & CEO Empower MediaMarketing @EmpowerMM.](https://reader031.fdocuments.us/reader031/viewer/2022013004/56649eb75503460f94bc1747/html5/thumbnails/3.jpg)
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A Recipe for Success: 5 key Ingredients for an Integrated Digital
Display Marketing Campaign
Jim PricePresident & CEO
Empower MediaMarketing@EmpowerMM
Cat Spurway-HeplerSVP, Strategy & Marketing
PointRoll@PointRoll
![Page 4: 1 A Recipe for Success: 5 key Ingredients for an Integrated Digital Display Marketing Campaign Jim Price President & CEO Empower MediaMarketing @EmpowerMM.](https://reader031.fdocuments.us/reader031/viewer/2022013004/56649eb75503460f94bc1747/html5/thumbnails/4.jpg)
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We’ll Cover 3 Things
1. The 5 Ingredients for Digital Success
2. How Brands are Applying the 5 Ingredients
3. Key Questions to Find the Right Recipe for Your Brand
![Page 5: 1 A Recipe for Success: 5 key Ingredients for an Integrated Digital Display Marketing Campaign Jim Price President & CEO Empower MediaMarketing @EmpowerMM.](https://reader031.fdocuments.us/reader031/viewer/2022013004/56649eb75503460f94bc1747/html5/thumbnails/5.jpg)
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The 5 Ingredients for Digital Marketing Success
1. Audience : Who are you serving?
2. Data: What’s on the menu?
3. Creative: We eat with our eyes first!
4. Distribution: For here or to go?
5. Performance: 5 Star or Flop?
![Page 6: 1 A Recipe for Success: 5 key Ingredients for an Integrated Digital Display Marketing Campaign Jim Price President & CEO Empower MediaMarketing @EmpowerMM.](https://reader031.fdocuments.us/reader031/viewer/2022013004/56649eb75503460f94bc1747/html5/thumbnails/6.jpg)
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Insights
Make the Most Out Of Every Impression
Reporting/Analysis
Optimization
Metrics/KPIs
Future Decisions
Evaluate ROI
MediaAllocation/Creative
![Page 7: 1 A Recipe for Success: 5 key Ingredients for an Integrated Digital Display Marketing Campaign Jim Price President & CEO Empower MediaMarketing @EmpowerMM.](https://reader031.fdocuments.us/reader031/viewer/2022013004/56649eb75503460f94bc1747/html5/thumbnails/7.jpg)
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Insights
Make the Most Out Of Every Impression
Reporting/Analysis
Optimization
Metrics/KPIs
Future Decisions
Evaluate ROI
MediaAllocation/
![Page 8: 1 A Recipe for Success: 5 key Ingredients for an Integrated Digital Display Marketing Campaign Jim Price President & CEO Empower MediaMarketing @EmpowerMM.](https://reader031.fdocuments.us/reader031/viewer/2022013004/56649eb75503460f94bc1747/html5/thumbnails/8.jpg)
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Find Your Audience, Reach More of Your Audience
Key Questions:• Is your audience more than an execution target?• Which tools/partners could you be using?• Are you prepared to be OBA compliant?• Are you considering contextual and intent?
Audience
People, Not Just Places
Understand Your Audience
Find and Reach More of Your Audience
![Page 9: 1 A Recipe for Success: 5 key Ingredients for an Integrated Digital Display Marketing Campaign Jim Price President & CEO Empower MediaMarketing @EmpowerMM.](https://reader031.fdocuments.us/reader031/viewer/2022013004/56649eb75503460f94bc1747/html5/thumbnails/9.jpg)
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Insights
Make the Most Out Of Every Impression
Reporting/Analysis
Optimization
Metrics/KPIs
Future Decisions
Evaluate ROI
MediaAllocation/
![Page 10: 1 A Recipe for Success: 5 key Ingredients for an Integrated Digital Display Marketing Campaign Jim Price President & CEO Empower MediaMarketing @EmpowerMM.](https://reader031.fdocuments.us/reader031/viewer/2022013004/56649eb75503460f94bc1747/html5/thumbnails/10.jpg)
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When You Find Them, Give Them What They WantData
Key Questions:Do your audience insights influence your message?
Are you considering the environment where media is being consumed?
Do your success metrics tell the whole story?
![Page 11: 1 A Recipe for Success: 5 key Ingredients for an Integrated Digital Display Marketing Campaign Jim Price President & CEO Empower MediaMarketing @EmpowerMM.](https://reader031.fdocuments.us/reader031/viewer/2022013004/56649eb75503460f94bc1747/html5/thumbnails/11.jpg)
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Case Study: Meijer - Syndicating the Circular
A Dash of “Distribution”
Meijer thinks BIG with digital billboards featuring local deals!
![Page 12: 1 A Recipe for Success: 5 key Ingredients for an Integrated Digital Display Marketing Campaign Jim Price President & CEO Empower MediaMarketing @EmpowerMM.](https://reader031.fdocuments.us/reader031/viewer/2022013004/56649eb75503460f94bc1747/html5/thumbnails/12.jpg)
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Insights
Make the Most Out Of Every Impression
Reporting/Analysis
Optimization
Metrics/KPIs
Future Decisions
Evaluate ROI
MediaAllocation/
![Page 13: 1 A Recipe for Success: 5 key Ingredients for an Integrated Digital Display Marketing Campaign Jim Price President & CEO Empower MediaMarketing @EmpowerMM.](https://reader031.fdocuments.us/reader031/viewer/2022013004/56649eb75503460f94bc1747/html5/thumbnails/13.jpg)
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Use Creative to Engage
High Impact Executions/ Page Takeovers
Integrated/Synched Video
Interactive Experience and Engagement
Interactivity ,Gaming, Data Entry
Click the images above to experience the value of creative
Expandables with Multiple Videos
Photo Upload
Creative
Highly interactive non-expanding rich media
Dynamic: XML, Offers, Ad Versioning, Landing Pages
![Page 14: 1 A Recipe for Success: 5 key Ingredients for an Integrated Digital Display Marketing Campaign Jim Price President & CEO Empower MediaMarketing @EmpowerMM.](https://reader031.fdocuments.us/reader031/viewer/2022013004/56649eb75503460f94bc1747/html5/thumbnails/14.jpg)
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Give Consumers What They Want
Key Questions:
Do you have dynamic assets available?
Are you giving them a reason to engage?
Are you thinking beyond the click?
Does every impression make an impression
Creative
![Page 15: 1 A Recipe for Success: 5 key Ingredients for an Integrated Digital Display Marketing Campaign Jim Price President & CEO Empower MediaMarketing @EmpowerMM.](https://reader031.fdocuments.us/reader031/viewer/2022013004/56649eb75503460f94bc1747/html5/thumbnails/15.jpg)
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Give Consumers What They WantCreative
![Page 16: 1 A Recipe for Success: 5 key Ingredients for an Integrated Digital Display Marketing Campaign Jim Price President & CEO Empower MediaMarketing @EmpowerMM.](https://reader031.fdocuments.us/reader031/viewer/2022013004/56649eb75503460f94bc1747/html5/thumbnails/16.jpg)
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Insights
Make the Most Out Of Every Impression
Reporting/Analysis
Optimization
Metrics/KPIs
Future Decisions
Evaluate ROI
MediaAllocation/
![Page 17: 1 A Recipe for Success: 5 key Ingredients for an Integrated Digital Display Marketing Campaign Jim Price President & CEO Empower MediaMarketing @EmpowerMM.](https://reader031.fdocuments.us/reader031/viewer/2022013004/56649eb75503460f94bc1747/html5/thumbnails/17.jpg)
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Distribution No Channels: Your Brand… Everywhere
Mobile App Mobile Site
Online Circular
iPad
FacebookPC Rich Media/Display
Digital Out of Home
![Page 18: 1 A Recipe for Success: 5 key Ingredients for an Integrated Digital Display Marketing Campaign Jim Price President & CEO Empower MediaMarketing @EmpowerMM.](https://reader031.fdocuments.us/reader031/viewer/2022013004/56649eb75503460f94bc1747/html5/thumbnails/18.jpg)
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Distribution No Channels: Your Brand… Everywhere
Mobile App Mobile Site
Online Circular
iPad
FacebookPC Rich Media/Display
Digital Out of Home
![Page 19: 1 A Recipe for Success: 5 key Ingredients for an Integrated Digital Display Marketing Campaign Jim Price President & CEO Empower MediaMarketing @EmpowerMM.](https://reader031.fdocuments.us/reader031/viewer/2022013004/56649eb75503460f94bc1747/html5/thumbnails/19.jpg)
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No Channels: Your Brand… Everywhere
Key Questions:Are you extending beyond the desktop?
Are you testing new digital channels?
Do you consider mobile “display”?
www.NoChannels.com
Distribution
![Page 20: 1 A Recipe for Success: 5 key Ingredients for an Integrated Digital Display Marketing Campaign Jim Price President & CEO Empower MediaMarketing @EmpowerMM.](https://reader031.fdocuments.us/reader031/viewer/2022013004/56649eb75503460f94bc1747/html5/thumbnails/20.jpg)
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No Channels: Your Brand… EverywhereDistribution
![Page 21: 1 A Recipe for Success: 5 key Ingredients for an Integrated Digital Display Marketing Campaign Jim Price President & CEO Empower MediaMarketing @EmpowerMM.](https://reader031.fdocuments.us/reader031/viewer/2022013004/56649eb75503460f94bc1747/html5/thumbnails/21.jpg)
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No Channels: Your Brand… EverywhereDistribution
![Page 22: 1 A Recipe for Success: 5 key Ingredients for an Integrated Digital Display Marketing Campaign Jim Price President & CEO Empower MediaMarketing @EmpowerMM.](https://reader031.fdocuments.us/reader031/viewer/2022013004/56649eb75503460f94bc1747/html5/thumbnails/22.jpg)
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Make the Most Out Of Every Impression
Metrics/KPIs
Future Decisions
Evaluate ROI
MediaAllocation/Creative
Insights
Reporting/Analysis
Optimization
![Page 23: 1 A Recipe for Success: 5 key Ingredients for an Integrated Digital Display Marketing Campaign Jim Price President & CEO Empower MediaMarketing @EmpowerMM.](https://reader031.fdocuments.us/reader031/viewer/2022013004/56649eb75503460f94bc1747/html5/thumbnails/23.jpg)
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Measuring the Impact of Display
Key Questions:Are you looking at and measuring your digital investments holistically?
Are you measuring success based on the last click?
Are you measuring site-side activity?
Performance
![Page 24: 1 A Recipe for Success: 5 key Ingredients for an Integrated Digital Display Marketing Campaign Jim Price President & CEO Empower MediaMarketing @EmpowerMM.](https://reader031.fdocuments.us/reader031/viewer/2022013004/56649eb75503460f94bc1747/html5/thumbnails/24.jpg)
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Measuring the Impact of DisplayPerformance
Giving Proper Credit to Display + Search • A consumer saw a display ad, then searched on Google or Yahoo,
then booked an appointment
• 16% of people who booked an appointment saw a display ad before they made a search
![Page 25: 1 A Recipe for Success: 5 key Ingredients for an Integrated Digital Display Marketing Campaign Jim Price President & CEO Empower MediaMarketing @EmpowerMM.](https://reader031.fdocuments.us/reader031/viewer/2022013004/56649eb75503460f94bc1747/html5/thumbnails/25.jpg)
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Challenge:
• Reach consumers where they are – online – and drive in store to increase sales
Strategy:
• Test rich media ads with dynamic and local content• Evaluate richer, expandable format versus standard ads• Evaluate how various audience segments perform
Result:
Overall increase in in-store sales during the three-month campaign period and expandable, localized eCircular ads significantly outperformed the non-expanding Flash ads:
• 9% increase in dollar sales with digital • 17 % incremental sales lift among rich media
exposed households compared with a 5% standard ad lift
• 10x return on media investment• Led to better understanding of customer segments
SUPERVALU Drives Conversion with Localized Expandable Ad Campaign
* Study conducted by Nielsen
![Page 26: 1 A Recipe for Success: 5 key Ingredients for an Integrated Digital Display Marketing Campaign Jim Price President & CEO Empower MediaMarketing @EmpowerMM.](https://reader031.fdocuments.us/reader031/viewer/2022013004/56649eb75503460f94bc1747/html5/thumbnails/26.jpg)
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AUDIENCE / TARGETING INFO
Open, Agnostic,Targeted
DATA Promotions, Messaging
Products, Offers, Inventory Feeds
CREATIVE ASSETS
Elements, Features, Functionality
Mea
sure
Mobile, iPad
Social/ Facebook Digital OOHPC
In Stream Video
Create, Customize, QA, Test, Serve, Analyze & Optimize
Advertising Technology Platform
Create, Connect, Convert
![Page 27: 1 A Recipe for Success: 5 key Ingredients for an Integrated Digital Display Marketing Campaign Jim Price President & CEO Empower MediaMarketing @EmpowerMM.](https://reader031.fdocuments.us/reader031/viewer/2022013004/56649eb75503460f94bc1747/html5/thumbnails/27.jpg)
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Connect with Us!
Jim Price@EmpowerMM
www.EmpowerMM.com
www.NoChannels.com
Cat Spurway-Hepler@PointRoll
www.pointroll.com
blog.PointRoll.com
![Page 28: 1 A Recipe for Success: 5 key Ingredients for an Integrated Digital Display Marketing Campaign Jim Price President & CEO Empower MediaMarketing @EmpowerMM.](https://reader031.fdocuments.us/reader031/viewer/2022013004/56649eb75503460f94bc1747/html5/thumbnails/28.jpg)
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Next PointRoll Webinar: “OBA Compliance Demystified: Easy Solutions for Compliant Campaigns”
Hosted by TRUSTe and PointRollRegister: tinyurl.com/PointRollOBAWebinar
March 24, 2010
![Page 29: 1 A Recipe for Success: 5 key Ingredients for an Integrated Digital Display Marketing Campaign Jim Price President & CEO Empower MediaMarketing @EmpowerMM.](https://reader031.fdocuments.us/reader031/viewer/2022013004/56649eb75503460f94bc1747/html5/thumbnails/29.jpg)
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Thanks!