BIA Kelsey NATIONAL: Key Trends in National/Local Marketing

Aaron Goldman

BIA/Kelsey Keynote | March, 2015

2© 2015 Kenshoo, Ltd. Confidential and Proprietary Information

Agenda• Landscape

• Key Trends

• Mobile

• Programmatic

• Channel Fluidity

• Audience Signals

• Measurement

• National/Local Success Story

• Imperatives


Evolving Landscape Brings New Challenges

“Online in 60 Seconds” (Source: Qmee)


Key Trends


Mobile


Mobile Trends

Mobile local search ad spend is

expected to be nearly

$4B in 2015

And double to nearly

$8B by 2018

70% of mobile searchers call a business directly from search results

(Source: Google)


Baseline Execution

• Create mobile responsive site

• Opt in to search & social mobile

ads


Sophisticated Marketer Approach

• Deploy mobile bid

adjustments

• Focus on targeted calls to

action (click-to-call)

• Explore in-app ads

• Leverage mobile display ads


Programmatic


Programmatic Trends

Mobile display is driving

programmatic growth

Display and Mobile

top programmatic channels

$8+ billion in 2015

mobile programmatic ad spend in U.S.


Baseline Execution

Real-time bidding to reach new prospects and retarget consumers who’ve visited

your site

Users arrive on

advertiser’s siteUsers visit pages on site,

and leave without

converting

Users visit site, and see a

retargeted ad for the

specific brand

1 2 3



Intent-driven audiences convert at 30% lower cost per acquisition

Leverage search intent to pick and

choose the impressions you buy

BMW 3 Series

(Source: Kenshoo)


Channel Fluidity


Channel Fluidity Trends

Marketers prioritize cross-channel coordination in theory but not necessarily in execution


Baseline Execution

Consistent and updated information across all platforms:

• Name, Address, Phone • Stores and Hours • Website and Online Profile

16


64%of Kenshoo clients

see planning &

forecasting as the

most important

capabilities in their

marketing

Budget allocation based on performance and inventory availability

Transparency:

Enhanced visibility

to multiple goals

monitoring, trend

chart, forecasting

Optimization:

Algorithms

designed to

meet small

budget

objectives

Automation with

Control:

Define pacing

preference, off

days, edit rollover,

prorate

Intuitive

Grouping:

Manage

campaigns

with shared

budget and

objectives.


Audience Signals


Audience Targeting Trends

of marketers cite improving

segmentation and targeting

among their leading priorities

-eMarketer

of marketers leverage technology in

support of data-driven marketing and

advertising for audience management

analytics and in support of

segmentation and targeting

-IAB

1/3 83%


Baseline Execution

Create audience segments by:

• Geography

• Demographics

• Content

• Third party data

• Correlated extensions (i.e. location)


Measurement


Measurement Trends

27% of marketers include “measurement of marketing ROI” as top area of investment next year

Nearly 40% of B2B and B2C marketers don’t

have an attribution model in place

to measure return on investment

(Source: The Economist)


Baseline Execution

Attribute keywords to calls directly from search ad and landing pages

Go beyond the click to measure:

• Phone calls

• Aggregate cost-per-lead

• Sales



Predict and optimize full lifetime value across devices and channels


National/Local Success


Going the Distance

• Ensure consistent and up-to-date store location information

• Sync inventory via feeds for greater accuracy in product representation

• Expand keywords to cover long tail

• Categorize campaigns by product lines

• Set portfolio optimization goals to maximize profitability

• Implement tracking to capture offline and online customer interactions

1.5MKeywords

added

16%YoY SEM

Revenue

Overall

Efficiency


Imperatives


Keys to Success

Data Management Technology Automation Cross-Channel

Attribution

People & Strategy


Thank You!

@AaronGoldman

@Kenshoo

BIA Kelsey NATIONAL: Key Trends in National/Local Marketing

Marketing

Transcript of BIA Kelsey NATIONAL: Key Trends in National/Local Marketing