PAID SOCIAL ADDRESSABLE MEDIA ACROSS DEVICES Exchange_Module 3_Addressible Media.pdfFacebook defined...

PAID SOCIAL ADDRESSABLE MEDIA ACROSS DEVICES

© 2014 Merkle. All Rights Reserved. Confidential 2

Agenda

Market Trends

The Opportunity

Case Studies

Taking advantage of the opportunity


Emerging Acquisition Platforms

Social Platforms are becoming Direct Response Marketing Platforms.

Facebook defined the path. Twitter, Pinterest and others are following.


Social is becoming Pay to Play

Organic Reach Down to

6%


There is an untapped advertising opportunity in mobile

Dollars vs. Time Spent in US Time spent

Ad spend

5%

19% 12% 10%

38% 45%

25% 20%

4%

22%

Mobile Internet TV Radio Print

Mobile opportunity


Consumers are starting on mobile and finishing on desktop

31% of customers who turned to digital channels for their last purchase used multiple devices along the way.

40% of desktop purchases had a mobile or tablet exposure. (Tech Retailer Case)


Mobile & Tablet is Under Reported

Because of industry wide issues with view through tracking on mobile we believe that up to 50% of visits & orders are not being properly tracked

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

Desktop

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

450,000

Mobile

Visits (Untracked Estimate)

Visits (View Through)

Visits (Click Through)


The Evolution from Cookie to People

3rd Party Cookie

Mobile & tablet challenges

Cookie deletion

Browser opt out (threat)

People

Cross device targeting & measurement

Accurate

Persistent


Agenda

Market Trends

The Opportunity

Case Studies

Challenges to Adoption



XXX

These platforms have the components to capture the untapped mobile opportunity & provide a strong new channel

Targeting Measurement

Cross Device Reach Innovative Formats

Insights


Cross Device Reach

1/5 of world population is on Facebook. 60% of those individuals log in every month.

Facebook Time Spent by Age Group

Facebook has 829 million daily active users and Twitter has 271 monthly active users.


Ad Formats


Measurement

Identity

IDFA Cookie AdID


Targeting

Custom Audiences

Interest Based

Cost

Per

Ord

er

43

-57%

100

57% More Efficient

#1 source of new customer acquisition in media budget Custom Audiences & Tailored Audiences

CRM List

Matched Targets

Facebook

Consistent results across Retail Clients


Insights

Demographic Page Likes Activity Household Location Purchase

Age and Gender Categories Frequency Estimated Income Cities Retail

Lifestyle Page likes (Pages) Devices Home Ownership Countries Online

Relationship Household Size Language Purchase for Both

Education Home Market Value In Market for Auto

Job Title Spending Methods

Advertiser First Party Data

CRM

Facebook First Party Data

• Male • 35 • Military • Apple Ipad • Offline Purchase

Preference


Agenda

Market Trends

The Opportunity

Case Studies



Facebook Audience Insights for Guthy Renker

Merkle used Facebook Audience Insights to find out about Guthy Renker’s current Wen customers using their CRM list

Of men…


Facebook Audience Insights for Guthy Renker

Merkle tailored tailored this info to target relevant users in the environments they were most likely to respond

Women on Facebook Creative focused on women and Facebook ads targeted towards women

Men in the Military PMPs on military-lifestyle publishers

Those that use iPads Tablet campaigns on Mobile apps

Those that purchase offline Click-to-call campaigns on GDN and Twitter


Keyword Targeting

#chanel

Gucci

Prada

LouisVuitton

Elle

#vogue

Fendi

Tiffany & Co

230X more engagement

VS

0.10% (1 out of 1,000)

23% (1 out of 4)


Metlife - Twitter for Direct Response

Drive consumer off of Twitter to Metlife Site

Website Cards outperform Promoted Tweets within Desktop and Mobile by 10x


#TeamAdam @adamlevine

@nbcthevoice #TheVoice

#voiceKnockouts

@blakeshelton

glee nbc

@ceelogreen

Guthy Renker & Twitter: Drive Direct Response

Keyword Targeting

10% engagement rate in mobile! ( +10X average)

$.16 CPE (6x better than average)

Click to Call Format

Twitter Click to Call CPO was 44% more efficient than the standard campaign.


Retailer Case Study

• 5 month rollout of Custom Audience campaign for a large retail advertisers w/ average monthly display spend of ~$1.6MM in US

• Scale: 2X increase in average monthly budget over first 5 months

• Efficiency: CA is driving 51% of orders with 42% of the budget

• Overall Performance: Best performing media tactic

41%

31%

28%

Media Budget

51% 23%

26%

Orders

94% 128%

103%

CPO Index

FB CA

FB STD

Display

CPO Goal

Custom Audiences:


CTR 4.8% CTR - 50X better than standard banner unit

Nespresso

Mobile Newsfeed

CTR 1.2% CTR - 10X better than standard banner unit

Desktop Newsfeed


Nespresso

Purchase Intent 8%

Nielsen Brand Effect Survey for Twitter

Twitter Vine


#1 Source of “New” Visitors to Nespresso Website

#1 Prospecting Tactic - Facebook Custom Audiences

Nespresso Overall Results

CRM Custom Audiences

Interest Based

Custom Audiences

COST

PER

ORD

ER

57

100

43% More Efficient

-43%

Indexed Metric Search Media % Diff

Orders 100 110 10% Spend 100 161 61% CPO 100 146 46%

Search & Media Contribution

Annual Sales Impact

2013 2012

New Machine Sales

164%


Challenges in Brand Adoption

Source: Comscore; W 25-54, HHI $100k

“Social Jail”

Niche -> Broad Reach

“Move fast and break things. Unless you are breaking stuff, you are

not moving fast enough”


Agenda

Market Trends

The Opportunity

Case Studies



Skillsets

The Traditional Digital Agency The New Digital Agency

Analytics and Bid Management

Audience & Context Driven

People Based Planning

Negotiation Focused

Anonymous Planning

Addressable Targeting

Context Driven

Broad Reach


Search RLSA

NYC 3 star restaurant

DSP

DMP

Leverage CRM

• “Lapsed Gift Givers CRM File”

• “Upcoming Anniversary”

• “Peretti Purchasers” CRM

Integrated Audience Planning & Experience


Technology

Impression Tracking

Addressable Tracking

Cookie Platforms

People Platforms Measurement

Search RLSA

DSP

Site Optimization

Mail/Catalogue

Repo

rtin

g

Attr

ibut

ion

CRM

Cam

paig

n M

anag

emen

t

DMP

Onb

oard

ing


How can you take advantage of the opportunity?

Skillsets

Bid Management

People Planning

Analytics

Data Management

Negotiation

Anonymous Planning

Broad Reach

Technology DMP

Integrated Audience

Planning & Experience


Round Table Questions

1. What experiences have you had with Facebook and Twitter from an acquisition perspective?

2. Do you have the crm infrastructure in place to easily create lists for execution across people based platforms?

3. Discuss use cases of how your business can leverage Facebook to improve search performance through RLSA

32

PAID SOCIAL ADDRESSABLE MEDIA ACROSS DEVICES Exchange_Module 3_Addressible Media.pdfFacebook defined...

Documents

Transcript of PAID SOCIAL ADDRESSABLE MEDIA ACROSS DEVICES Exchange_Module 3_Addressible Media.pdfFacebook defined...