Before the Last Click - Merkle Inc. · into Search Users targeted with display ads on desktop who...

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Before the Last Click:How Programmatic Media Fuels Search

Michelle Alfano Director, Display Media

Megan PagliucaGeneral Manager, Digital Media

#MRKGsummit15 @MerkleRKG

Digital Media lives in a VAST space with a lot of players

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PROGRAMMATIC MEDIA

MOBILE IN-APP

MOBILE WEB

YOUTUBE VIDEO ADS

NATIVE ADVERTISING

INCREASE CONVERSIONS

NEW CUSTOMER ACQUISTIONWEBSITE RETARGETING

SEARCH RETARGETING

PROGRAMMATIC TELEVISION

RICH MEDIAVIEWABILITY

PRIVATE MARKET PLACES

PAID SOCIALDISPLAY

REAL TIME BIDDINGIN-STREAM VIDEO

FACEBOOK PRODUCT ADS

TWITTER CARDS

SHOPPABLE TRUEVIEW

LOOK-A-LIKE MODELING

SIMILAR AUDIENCES

CREATE DEMAND

DRIVE AWARENESS

BRANDING

DIRECT DEALS

RESERVE INVENTORY1ST PARTY DATA LISTS

3RD PARTY AUDIENCE SEGMENTSDSPs

DRIVE TRAFFIC

INCREASE MARKET SHARE


What is Programmatic? What does that really mean?

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What makes this so revolutionary?

Old School Direct Deals

» Human Negotiations

» Manual Insertion Orders

» Set CPM rate & Guaranteed Impression Volume

» Broad Reach

» Targeting is Context Driven Based on Page Content

Data Driven Programmatic Buying

» Automated Bid Calculations for Efficiency

» Dynamic CPM rate

» Allows for Adjustments & Optimizations

» Transparency in Data

» Context AND Audience Driven

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But Really How Does it Work? With Real-Time Bidding Auctions

74 ms - 1.27 s

Targeting users who are female during lunch

Running major branding campaign during graduation season

Retargeting shopping cart abandoners with cart value greater than $150

Showing ads on news sites for people ID’ed as being interested in small businesses

$0.75 CPM

$2.50 CPM

$1.25 CPM

$0.55 CPC

RTB allows everyone to enter the auction for the available ad spaces (300x250) and before the page loads there is a back & forth of information sharing so all contenders can modify their bid to win the auction.

$0.28 CPM

YOUR AD COULD BE

HERE


Results of the Programmatic Approach

Insurance Advertiser working with multiple ad networks and DSPs prior to our management,

migrated ad spend to one demand side platform.

Conversions tripled with a third of the budget, thanks to transparency in optimizations.

Spend

Conversions

CPM

Response

rate

CPA

BeforePrior to Merkle Management

$488 k

$132

$330 k

$33

3,691 9,933

$0.46 $0.24

0.00035% 0.00073%

AfterWith Merkle Management

Difference

-32%

-75%

+169%

-47%

+112%

Reduced

waste

Cost

efficiency

Reach

Targeted

audience


Mobile is a Layer, Not a Channel

8


Deep Dive Focus

9

MOBILE IN-APP

MOBILE WEB

YOUTUBE VIDEO ADS

NATIVE ADVERTISING

WEBSITE RETARGETINGSEARCH RETARGETING

PROGRAMMATIC TELEVISION

RICH MEDIA

PAID SOCIALDISPLAY

IN-STREAM VIDEO

FACEBOOK PRODUCT ADS

TWITTER CARDS

SHOPPABLE TRUEVIEW

LOOK-A-LIKE MODELING

SIMILAR AUDIENCES

1ST PARTY DATA LISTS

3RD PARTY AUDIENCE SEGMENTS

DESKTOP

MOBILE

TABLETTIME OF DAY

DAY OF WEEK

FREQUENCY CAPS

RECENCY WINDOWS

OPERATING SYSTEM

BROWSER

PUBLISHER DOMAINS

AD SIZE

AD VARIATION

PLACEMENT ON PAGE

LOCATION

VIEW DURATION

NEW USER

PREVIOUS USER

VIEWABILITY

GEO-FENCING


Leveraging Geo Data & Location Based Targeting

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Target Users Online Not Near Stores

Previous Shoppers

Shopping Cart Abandoners

Men Ages 24 – 45

Hunting & Fishing Enthusiasts

Drive Shoppers To Stores for Events

Previous Shoppers

Men Ages 24 – 45


High Margin Item Shoppers

Optimize Efforts Based on Trends

Previous Shoppers

Men Ages 24 – 45


Sporting Goods Bloggers


A Tale of Two Devices, One of Many Optimizations

Desktop

» Geo Modifier + 10%

» Messaging

‣ Free Shipping +25%

‣ Stop In for a Demo -15%

» Day of Week

‣ Fri – Sun -20%

‣ Mon – Thurs +30%

Mobile

» Geo Modifier + 45%

» Messaging

‣ 25% off in-store purchases +10%

‣ Stop In for a Demo +25%

» Day of Week/Time of Day

‣ Fri – Sun all day +20%

‣ Mon – Thurs 7am – 4pm -40%

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Audience: Retargeting Pool of Site Browsers


Ad Placement by Device leads to Different Points of Purchase

12


Using Mobile To Help Understand In-Store Traffic & Conversion Lift

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1.00%

1.05%

1.10%

1.15%

1.20%

1.25%

1.30%

Ad Exposed Visitors General Population

In-Store Conversion Rate Comparison


Direct Measures of Success with Programmatic Media

Probabilistic

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Set up a control & experiment group for ad exposure

Track with geo location data for in-store visit and interaction

Extrapolate to understand lift for the larger population


Layering Tracking Data with 1st Party Data Gives Us a Clearer Picture

LIFECYCLE

BEHAVIORIDENTITY

SEGMENT

LOCATION VALUE

Client

1st Party Data

CRM Tag Data+Facebook

1st Party Data

+

3rd Party &

Cookie Data



16



Deterministic

17


Connecting Measurement to Refine 1-to-1 Targeting Segments

18

Take CRM Email Addresses &

Unified Logins AND

Hash & ANONYMIZE IDs

Create custom audience segments

• in-market users• similar audiences• existing customers

Connect to Sale or Action


Awareness

Consideration

Engagement

Conversion

Commerce

Experience

How CRM Data Expands the Mid-Funnel for Programmatic Media

Customer Remarketing

Audience 1 Audience 2 Audience 3

Upper Funnel

Mid Funnel

Lower Funnel

Media

Sales/Service Experience

Traditional CRM

DM, EM, Re-Targeting

Unknown

High-value customer

Unknown

High-value customer

Low-value customer

The

Expanded Mid FunnelSingular experience

from consideration

through conversion

CRM

Channel

Optimization

Performance

Media

Brand Media

Desktop Phone Tablet TV

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Programmatic Media Spills Over into Search

Users targeted with display ads on desktop who had not previously been to the client’s site (IR Top 500 Retailer),

later conducted a branded search

1.6X moreoften in order to make it to the site than users with no ad exposure.

20

0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%

All Site Visitors

ProspectedVisitors

1.6Xincrease

Branded Paid Search % of Visitors

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Programmatic Media Spills Over into Search

Depending on the industry, the incremental boost on search campaigns can be even

more significant…

For a B2B client we saw a

26.3% lift in branded searches from users exposed to display ads.

21

VS


Fuel the Upper and Mid-Funnel Actions & Measure Impact

Display Interests & Topics

Facebook Precise Interests

Facebook Job and Workplace Targeting

Display Similar Audiences/Facebook Look-a-Like Audience based on Site Visitors

Display Similar Audiences/Facebook Look-a-Like Audience based on Cart Abandoners

Display Similar Audiences/Facebook Look-a-Like Audience based on Converters

Retargeting Site Visitors

Facebook Custom Audiences

Retargeting Converters

Paid Search RLSAs

Paid Search

SEO


Thank You!

MerkleRKG.com | Merkleinc.com

Michelle Alfano Megan PagliucaDirector, Display Media GM, Digital Media

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Before the Last Click - Merkle Inc. · into Search Users targeted with display ads on desktop who...

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