Hello Vancouver.

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Who am I?

John S. Fanous VP, National Sales & Shopper Marketing

Who is Mediative? We help businesses cut through the digital clutter so they can better perform in an otherwise complex digital landscape, and ultimately identify, capture and convert more potential customers.

experts that work across four Canadian offices in Vancouver, Kelowna, Toronto and Montreal. 150

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Finding your audience is getting tougher and murkier than

ever in digital marketing.

It’s a bit like a dark forest.

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You are exposed to an average 3,000 ads per day. How close are you to buying anything when you are seeing those ads?

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What Mediative does for partners:

Monetization Maximize the value of every visit to your digital properties, and discover new sources of revenue with our range of custom publisher solutions.

Performance Find qualified audiences, capture their attention and convert them by ensuring a clear path to purchase and a maximum ROI.

Data Leverage our first party data and knowledge on how to deliver the right message to qualified audiences across all digital marketing channels.

Mediative Lab Combine the latest innovative technologies and data-driven research to drive digital performance.

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Mediative Buyer Network, including:

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Top 10 Research Book: 300+ printed copies made and distributed at events.

From our lab

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SERP Research:

eBook: How to begin with a local-social strategy.

eBook and Infographic: Introduction to Programmatic Buying

Report and Infographic: 80% of Canada’s Top Retailers Online

Listings are Inaccurate

eBook and Infographic: Canadian Automotive Industry Benchmarks eBook: How to drive

more in-store traffic

eBook: How to drive more sales online

Blog: URL Optimization Best Practices

Blog: 49 mobile Stats for 2015

Blog: Post view Conversions, an important display advertising

metric

Blog: Organic Click-Through rates in 2014

Blog: SERP Infographic

01/2014 02/2014 03/2014 04/2014 05/2014 06/2014 07/2014 08/2014 09/2014 10/2014 11/2014 12/2014 01/2015 02/2015 03/2015 04/2015 05/2015 06/2015 07/2015

Unique file views of content in 2014 increased 29% over 2013

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What we wanted to find out in this study

1.  How display ads can drive purchase behavior? 2.  Are searchers more responsive to display ads at different

stages in the buying cycle?

3.  What actions do people take that can lead to a purchase?

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Methodology

1,439 Participants In-Lab Eye Tracking Online Surveys & Follow Ups

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Thesis: The ability of ads to influence people increases as they come closer to a purchase decision.

1/3 1/3 of respondents felt that online advertising could influence them no matter what stage in the buying cycle they were at.

Display ads are 39% more likely to influence web users when they are researching a potential purchase vs when they have no intent to buy.

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Learnings

Relevancy of ads cannotbe overstated in importance.

40% of people took an action from seeing an ad

because it was relevant to a need or want, or

relevant to something they were doing at the time.

Clicks are not (necessarily) conversions.

53% of people said they were more likely to search online for the product featured in the ad they were exposed to prior.

Clicks on ads are not the only actions that lead to purchase.

1 in 2 people who searched after being exposed for the product’s ad purchased a product from that brand.

Age influences how much of an impact display ads have.

Income influences how much of an impact display ads have.

Gender influences how much of an impact display ads have.

How can advertisers increase the likelihood of capturing people’s attention and driving purchase behavior?

advertiser actionables. 8

Ad creative

1. Have ad creative reflective of the shoppers individual stage in the buyer funnel.

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Identify. Capture. Convert.

Leverage quality 1st party data

2. Use audience data, lookalike modeling and retargeting in display campaigns to ensure ads are relevant to the target audience.

Consider the age of your audience

3. If your target audience is older, up to two dozen impressions of an ad might be necessary in order to increase the likelihood of capturing their attention.

Know your audience

4. Know your audience and understand their likely behavior when creating goals for your online display ad campaigns.

It’s not just about the click

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Ads will drive other behaviors in people, not just a banner click. Unifying your conversion pixel and move to post-view conversion attribution allows you to value the first impression to land (display) as the last click standing (search).

Consider the income of your audience

6. Lower earners (ie: students) are more so influenced by ads with deal-based value props, making them more likely to engage with ads offering discounts.

Use discounts strategically

7. Use data to surgically reach people with a high intent to buy and a high likelihood of being interested in your product or service through price incentives.

Turn interest into desire with coupons and/or discounts.

Let digital data insights drive offline media strategy

8. Insights on performing data segments and digital consumer targeting can help you better purchase and provision offline media.

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•  An average consumer hates to be sold to, but loves to buy.

•  Relevancy and personalization are key.

•  Measure more than just clicks.

Conclusion: Converse with your consumer, don’t yell at them.

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Get the full paper Mediative.com/iab-roadshow

Available on Twitter for questions:

@Mediative

Thank you! Questions?