Campaign Objectives

Report
MEDIATIVE PERFORMANCE DISPLAY
AGENDA
MEDIATIVE PERFORMANCE DISPLAY PRODUCT
1.
2.
3.
4.
5.
6.
7.
8.
What is the market growth? ($)
Mediative Display & Definition of Performance
What is the Product & What are the Product Features
The Product Staircase
Campaign Delivery Business Rules
The Reports
Billing Rules
Exceptions and Escalation Process
THE PROGRAMMATIC/RTB MARKET
STRONG GROWTH IN CANADA THOUGH TO 2017
Strong & consistent growth in Canada
is driven by attractive CPMs and the
evolution of programmatic direct
buys.
Programmatic direct will fuel a
significant amount of the industry
growth in Canada.
2017: $258.2M
45.0% Growth Year-over-Year.
2016: $178.0M
49.2% Growth Year-over-Year.
2015: $119.3M
. 46.0% Growth Year-over-Year
2014: $81.7M
47.5% Growth Year-over-Year
Source: eMarketer, 2014
MEDIATIVE’S USP = PERFORMANCE
2 TYPES OF DISPLAY CAMPAIGNS
1 BRANDING & AWARENESS
2 PERFORMANCE
Leveraging data targeting is incorporated into both Mediative’s Brand
Awareness & Mediative’s Performance Campaigns.
5
WHAT IS PERFORMANCE?
PERFORMANCE IS CONVERSIONS
“Media buyers buy on CPM, CPC, or DealID; but they cancel on CPA”
- Jennifer Dunn
Regardless of the how the media is purchased, the most determining
factor of the success of a performance campaign is the cost per
conversion.
WHAT IS PERFORMANCE?
PERFORMANCE IS CONVERSIONS
“Conversion campaigns rely on having the right impression land on the
right user. In short, performance campaigns are led by the first datafuelled impression to land on the correct user – not the last click
standing.”
- John Fanous
WHAT IS A CONVERSION?
Conversions: a measurable on-site engagement action completed by a site
visitor that directly correlates to a measurable business KPI.
(EX: lead form completion, e-commerce transaction)
OPTIMIZATION FOR CONVERSIONS
CLICKS ≠ CONVERSIONS IN ALL CASES
Optimizing for clicks
consider the quantity of the
visitor versus optimization
for conversions is focused
on the quality of the visitor.
OPTIMIZATION FOR CONVERSIONS
CLICKS ≠ CONVERSIONS IN ALL CASES
•
•
•
•
The vast majority of research indicates that conversions and clicks are
not correlated.
comScore research states that only 16% of consumers will click on ads
• 8% of consumers account for 85% of all clicks.
Studies by Nielsen indicate that there is virtually no correlation between
clicks and brand metrics or offline sales.
A case study by Rocket Fuel found that only 1% of total revenue
generated from an online campaign came from post click conversions.
Note: Conversion results need to include BOTH post click & post view conversions
to track the full value to the display advertising.
OPTIMIZATION FOR CONVERSIONS
INCREASING CPM/CPC LEADS TO DECREASED CPA
Higher CPC = higher quality visitor = higher likelihood to convert = more conversions = lower CPA
MEDIATIVE PERFORMANCE DISPLAY
What Is It?
The Performance Display product is designed to optimize display campaigns against
a set of on-site conversion objectives related to business KPIs.
GET ACTION
MEDIATIVE PERFORMANC DISPLAY SOLUTIONS
Drive Conversions from your display
advertising maximizing returns from
current and new audience opportunities.
COMPETITIVE ASSESSMENT
FULL-SERVICE PERFORMANCE COMPANIES
Competitor
Rocket Fuel
Pricing
Model
Platform/
Data
Technology
Service
Sources
Key
Takeaways:
TechnologyCPA
Focused
Machine
Learning DMP & 3rd Party
DSP
Notes
Proprietary DMP and DSP integration technology with custom-built machine-learning
algorithms to create dynamic audience segments and leverages lookalike targeting to
identify new potential customers based off of behaviour.
Machine
Performance Lookalikes
benefit–
from
impression
level, machine
learned optimization on
1. Majority
of competitors
leverage CPM-based
pricing
not
a single
competitor
TechnologyCPM
Learning DMP & 1st Party
both macro and micro levels. RTB delivery algorithm learns which combination converts at
Focused
that was
secret DSP
shopped mentioneda higher
a CPC
pricing
model.
rate and
secures bids
on those impressions to drive efficiency.
2. Majority of competitors leverage 3rd3 Levels
Party
Data with only a few having 1st
of Product: Awareness, Behavioural, & Performance. Performance campaign
Machine
directs 100% of the budget to testing and optimizes the campaign based on behavioural,
Party Data
CPM
TechnologyeyeReturn
Learning DMP & 3rd Party
demographic and performance metrics. (4-week minimum campaigns w/ 2-week testing
- $5)
Focused
DSP their technological
period)
Strong reporting capabilities.
teamfront
on each and
campaign (RTB-specialist &
3.($0.50
Competitors
place
capabilities
(DMP 2-person
& DSP)
Analyst)
center with a human team of analysts to monitor, report, and adjust strategy
Technology that automatically collates and standardizes language and the data across all
4. Competitors heavily leverage lookalike
targeting
the platforms,
generatingcapabilities
one unified dataset;to
thendrive
benchmark price and performance
Ad Serving
across all the programmatic platforms. DataLab reporting is extremely detailed. Exchange
Technology
performance.
CPM
ServicesLab can also provide a list of sites the ad has appeared on. eCPM campaigns, and tend
Exchange Labs
Plugging into 14- 3rd Party
($3-$3.50)*
Focused
to work back
an eCPA. They will provide
5. Competitors provide
detailed reporting
w/ tocommentary
andbid ranges on a proposal with margin built into
16 different
the range at the start. Are able to geo-fence around addresses eCPM is roughly $6. Very
DSPs
quick sales response time (<1 day)
recommendations
Quantcast
*CPM is based on the number of tactics that are used $3-$3.50
Data from cookieing users to understand behaviours. 500 million profiles in Canada on
Competitive analysis table in availableuserinbehavior.
excelCollected
format
forto more
detailed
overtime
create groups
that can bereview
targeted. Also use
Acuity Ads
Dynamic
CPM
($5 CPM)
Both
Machine
Learning DMP & 1st Party
DSP
historical info from campaigns run in the past. Acuity takea SEO keywords and overlays
data - identifying the topic of each page to ensure the best possible ad placements for a
campaign. Also, this technology allows us to identify and avoid brand unsafe content.
DCPM allows for Premium Placements averaging to about $5 CPM. Very quick sales
response time (<1 day)
14
Other Notes:
* Not a single competitor mentioned CPC as an option on the calls. CPA was discussed, but with the caveat that a test campaign would need to be done with the eCPM to
MEDIATIVE PERFORMANCE DISPLAY
OUR UNIQUE SELLING PROPOSITION
Mediative will become a consultative, strategic partner; developing strategy-driven, rigorous
optimization programs aimed at delivering quantifiable results. Our first party data and strategic
approach to the purchase and bidding for impression inventory ensures that Mediative is able to place
your ad in front of the right user in the right context with the an intent to purchase.
Our targeting and optimization processes ensures that the ad impressions your ad receives initiates,
influences and ultimately drives conversions.
PERFORMANCE DISPLAY: WHAT YOU GET
1
2
3
4
5
Media Strategy & Planning: Identification of channels, audiences and the
overall approach required to drive towards an advertiser’s business objectives.
Custom-Built, Dynamic Lookalike Modelling: Creation of profiles
of converting user segments on your website and pattern matching that audience
against the entire web ecosystem; delivering ads to those individuals using RTB
technology.
Media Buying: Mediative will execute your campaign against the
aforementioned media plan
Campaign Management & Optimization: On-going evaluation of the
campaigns performance and altering of the campaign settings, budget distribution
across tactics or channels, and updates to the campaign strategy to maximize
performance.
Reporting and Insights : Regular reporting of campaign metrics and
optimization tactics and insights as to the customer profile and audience make up.
REPORTING – GET ACTION
PERFORMANCE SUMMARY BY
TACTIC & LINE ITEM
INSIGHTS INTO CAMPAIGN
PERFORMANCE BY AD COPY,
AD SIZE, NETWORK, & AD
POSITION
INSIGHTS INTO CAMPAIGN
PERFORMANCE BY TIME OF
DAY, DAY OF WEEK,
GEOGRAPHY
PERFORMANCE TREND
ANALYSIS
HOW IT WORKS
OUR PROCESS & TECHNOLOGY
Conversions
Custom
Audiences
Lookalike Targeting
1
2
3
4
5
Tags are placed on all pages of the client’s site
Custom Audiences are created in Mediative’s Data
Management Platform
Audiences are evaluated using signal analysis to
identify common traits between customers who have
converted. Custom audiences are created. Lookalike
modelling is leveraged to identify other users who
demonstrate similar behavioural characteristics
Mediative’s DSP Targets those users in real time and
bids for those specific impressions.
Mediative’s RTB algorithms learn which audiences, ad
copy and campaign setting combinations are most
effective at driving conversions and optimizes
campaign delivery against those settings.
PRODUCT STAIRCASE
Pricing Model
Primary KPI
Pricing
Min Spend
Service Level
Campaign Manager Meetings (Internal or Client-Facing)
Application of Mediative Data
Advertise on Mediative Exchange
Campaign Set-Up
Conversion Tracking Code Implementation
Re-Targeting
3rd Party Data
Custom Direct Data Strategy
Similar Users Targeting (Look-a-like targeting)
Strategic Media Planning
Segment-based Media Plan Development
Target Market Defintion & Segmentation
Campaign Test & Data Collection Period
Campaign Strategy Definition & Tactical Outline
In-House Services
Ad Creative Services
Landing Page Development
Landing Page Audit
Landing Page Testing
Optimization Frequency
Campaign Performance Analysis (Client Report)
End of Campaign Report
Campaign Performance & Trending
Business Insights
Audience Insights
Agency
Direct
CPM
CPM
Conversions
Converisons
$4.00 - $5.00
$4.00-$8.00
$10,000
$10,000
TBD per Finance TBD per Finance
3X
Bi-Weekly
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Add-on
Add-on
Add-on
Add-on
Add-on
Daily
Post Test Period
Daily
Bi-Weekly
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WHAT THIS DOES NOT INCLUDE
•
Guaranteed CPA or Volume of Conversions
•
CPC Campaigns (CPC is decidedly not performance)
•
HyLoMo (Version 1)
•
PPC Advertising (Search)
•
Social Media Advertising (Version 1)
•
Ad Creative Development
•
Site Specific Reporting
•
Video Ads or In-Stream Video Ads
•
Call-Tracking, Social Media Audience Acquisition, Downloads, or qualitative conversion
metrics cannot be supported.
BUSINESS RULES
HOW DO WE EXECUTE PERFORMANCE CAMPAIGNS?
•
Client must allow Mediative to effectively add tags to their site to allow
for audience modelling and performance to be tracked.
–
Tracking Pixels will need to be placed on the client site and validated prior to
campaign launch. This process will have a direct impact on the lead time required to
launch the campaigns.
•
•
•
Client’s site should have a minimum of 40,000 unique visitors per month for
Performance Campaigns; otherwise PPC or SEO may be of more value to the client for
driving a direct response campaigns.
Campaigns should be run for a minimum duration of 30 days for net new
campaigns.
•
•
An initial testing period for data collection could last for up to 2 weeks prior to
campaign launch.
Campaign objectives must be provided to campaign managers in the campaign
checklist document.
•
•
If no tags are able to be put in place, we will need to adjust to sell a Branding or Behavioural
Campaigns
The campaign checklist document must be provided with the opportunity reaching
75% in SalesForce. If no checklist has been completed & approved, no IO can be
generated.
Conversions must include post click and post view impressions
BUSINESS RULES
HOW DO WE EXECUTE PERFORMANCE CAMPAIGNS?
•
Campaigns will typically launch within 10 business days after contract has
closed.
•
•
•
•
•
•
•
Campaigns will run on Google DoubleClick Bid Manager (DBM) for the desktop
campaigns.
Mediative can provide landing pages and ad creative as add-ons to almost all
packages.
Additional ad copy can be added to the campaign (48hrs turnaround SLA)
Ad copy should be named with a specific theme or call-to-action should multiple ad
variations be used so that ad performance can be analyzed.
Campaign reporting will be delivered on a bi-weekly basis without commentary.
Final reporting will be delivered within 5 business days of the campaign end date and
will include commentary and future campaign recommendations.
•
•
•
All ad copy should be provided to Mediative no less than 48 hours prior to
campaign launch.
Commentary will be a joint effort between the campaign manager and sales rep.
Should conversions still be occurring within the 5 day period, the report may be
delayed to capture the full value of the conversions driven from the campaign.
Bonus impressions/’make goods’ must be approved by Finance.
DISPLAY FOR PERFORMANCE
PRODUCT ROADMAP
VERSION 1.0
VERSION 1.1
VERSION 2.0
VERSION 2.1
VERSION 2.2
Manual optimization with
automated reporting and
strandardized business
fules & workflows
Increased Automation &
Supported Conversions
Machine Learning
Cross-Channel
Performance
Best-in-Class Solution
June 2014
PRODUCT HIGHLIGHTS
Aug 2014
PRODUCT HIGHLIGHTS
TBD Per Paul Ryan’s Plans
PRODUCT HIGHLIGHTS
PRODUCT HIGHLIGHTS
• Lead Generation & ECommerce Conversion
Optimization
• Adding in Call Tracking,
Conversion
Optimization
• Dynamic Audience
Development &
Integration into DSP
• Integration w/ HyLoMo,
Social Ads, GDN, PPC,
etc.
• Standardized,
Operations Workflows
• Look-a-like reporting &
Basic Modelling
• Automated
Performance Reporting
• On-demand Clientfacing reporting
• Increased Optimization
Automation & Process
Workflows
• Cross-Channel
Management (Display as
a Service)
• Machine Learning
• Cross Channel Reporting
• Desktop Performance
Programmatic/RTB
• Site blacklist database
• Dynamic Ad Creative
• Optimization Knowledge
Base by Vertical
2015
PRODUCT HIGHLIGHTS
• Advanced Attribution
Modelling & Click Path
Reporting
HOW IT WORKS
OUR SALES PROCESS FLOW
BUSINESS CONTROLS
ENSURING COMPLIANCE WITH BUSINESS RULES
0%
50%
75%
100%
PRE-SALES PROCESS
Opportunity
Identified
Meeting with
Campaign
Manager
MANDATORY SF CHECK:
Checklist Completed &
Approved by CM to
generate a IO
IO Created
IO Signed
Campaign
Launch
Pixels Given
to Client
MANDATORY SF CHECK:
Pixel Tracking Validated to
confirm “GO” to sign IO
10 Business Days
HOW IT WORKS
OUR OPERATIONAL PROCESS FLOW
KEY CONTACTS
HOW TO GET SUPPORT
Pre-Sale Support:
Campaign Managers
Reach out to your campaign managers for pre-sale questions & support including
project validation, proposals, IOs, & Tracking Code Development
Campaign Objectives:
Campaign Managers
CMs will be the point of contact for project validating the performance campaign
criteria have been met, create tracking codes, billing, and providing reports.
Product Manager:
Kyle Grant
Kyle will be able to answer any product-related questions regarding product
definition, pricing, options, or product integration.
Product Thought-Leaders:
Claudia Ortiz
Claudia can be available for strategic consultation, account reviews & specific
questions.
2
7
OPERATIONAL OBJECTIVE
PROVE OUR CAPABILITIES TO DRIVE PERFORMANCE
Our objective is to drive the lowest eCPA for our clients possible leveraging every potential tactic at our
disposal. Our focus needs to be on advertiser performance and driving conversions rather than focusing
on Mediative Margin.
We are pricing based on average CPM and therefore we can bid higher on high converting inventory,
even higher than the sale CPM price, with the goal to average out lower than the CPM in the IO.
SETTING-UP CAMPAIGNS IN DBM
1.
2.
3.
4.
Add a New Advertiser in Bid Manager
Create Conversion Pixels in Bid Manager
Add/Upload Ad Creative
Create Insertion Order
1.
2.
3.
4.
5.
Create Line Items
1.
2.
3.
4.
6.
Set IO Name
Set Start & End Dates
Set Budget
Set Page URL
Set Targeting
Set Bids
Pick how to count Conversions
Assign Creative
Confirm campaign status
VARIABLE CPM (vCPM)
PERFORMANCE-DRIVEN DYNAMIC BIDDING
•
vCPM dynamically changes a line item's bid based on the likeliness that an individual
impression is going to perform well, such as lead to a click or conversion.
•
Algorithm-based technology to assist in driving towards a targeted CPA
Implement controls to
ensure CPMs do not
exceed targets
Target ROI, CPC or CPC
(We will not use CPC)
Prioritize Performance
vs. Spend Targets
STANDARDIZED LINE ITEM TACTICS
PERFORMANCE CAMPAIGN STRATEGY
Remarketing
Performance campaigns should test any tactic aligned to the overall
campaign strategy. Performance will dictate which tactics are continued to
be funded and others dropped.
Tactics may be used independently or in combination for maximum results
Channel Targeting
Audience
1st
Party Data
Targeting
Advertiser Objective
Conversion
Definition
Campaign Strategy
Tactics
Semantic &
Contextual
Targeting
Facebook Exchange
Lookalike Modelling
Dynamic Ads
REMARKETING AUDIENCE DEVELOPMENT
Retargeting pixels will need to come from
Lotame with conversion pixels coming from
DBM.
Request CTAX pixels from Data team breaking
out each site section, as necessary, for detailed
audience segmentation.
Data team will go into Lotame to ensure that the
retargeting segment has been created and push
that to DBM and Appnexus
Tags will be sent to client for Implementation
Data team will get confirmation pixel has been
implemented
STANDARDIZED OPTIMIZATION FREQUENCY
CADENCE OF IN-DEPTH CAMPAIGN CHECK-INS
Launch
Date
Final
Report
50% of
Duration
48 Hrs
Campaign Duration
24 Hrs
25% of
Duration
75% of
Duration
Note: Longer duration campaigns should have a minimum of a weekly check-in on performance
OPTIMIZATION TACTICS
BEST PRACTICES
Tactics to Optimize Performance Campaigns?
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Budget Alignment to Top Performing line Items
Audience Segment Performance Optimization
Dayparting (Time of Day & Day of Week)
Geotargeting
Ad Copy Performance (Ad Version & Size) Optimization
Ad Exchange Optimization
Site Blacklisting & Whitelisting
Segment Performance Analysis
Above vs. Below the fold Analysis
Device Type segmentation
Browser Type segmentation
Language segmentation
Reach & Frequency Analysis – Incremental CPA impact for each additional impression
Conversion Funnel Abandonment
OPTIMIZATION CHECKLIST
Checkpoint
Responsible
Checklist
24 Hrs
Programmatic Specialist
 Ensure all ads are serving in all line items
 Review initial targeting & campaign settings are correct
48 Hrs
Programmatic Specialist
 Review budget pacing & adjust bids
 Identify abnormal CTR (Ident. Click Fraud)
 Review campaign delivery against settings
25%
 Line Item Performance Analysis
 Campaign Brand Safety Settings Analysis
 Audience Performance Review
 Review Budget allocation by Channel
 Geo-targeting Analysis
 Network Performance Analysis
This checklist will be validated
with
theExclusions
Programmatic team in
 Add
Category
 itDay
Parting Analysisand
by TOD/Day
Week
the near future to ensure
is complete
alignsofto
best
Campaign Manager
50%
Programmatic Specialist &
Campaign Manager
 Ad Copy Performance
practices.






Line Item Performance Analysis
Audience Performance Review
Above the Fold vs. Below the Fold Analysis
Frequency Capping Analysis
Performance Trend Analysis & Optimization Review
Strategy & Tactical Adjustment
75%
Campaign Manager
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

Line Item Performance Analysis
Campaign Brand Safety Settings Analysis
Audience Performance Review
Review Budget allocation by Channel
Geo-targeting Analysis
Network Performance Analysis
Add Category Exclusions
Day Parting Analysis by TOD/Day of Week
REPORTING OVERVIEW
How To Get Reports – TBD
MEDIATIVE’S TECHNOLOGY OVERVIEW
Sales order
Opportunity is created in
Salesforce with media plan
If opportunity reaches 75%
closing prob. Sales order is
pushed to Operative
Campaign
management
THE TOOLS TO EXECUTING PERFORMANCE
Campaign managers verify
avails in Operative and
create sales order (or IO) to
be signed.
Sales order is created.
Campaign managers create
media plan
Campaign delivery
Ad Servers
Programmatic RTB
Campaigns delivered to the
Mediative ad network (i.e.:publisher
sites) are pushed to Google DFPP
Audience data
Mobile
Demand-side platforms
(DSP)
Targeting helpers
Reporting
Semantic targeting
Campaign report
Operative imports delivery data from dfp on a daily basis which can be
viewed on a campaign, sales order or line item level directly from the
Operative UI.
Ad Exchanges
Keyword contextual
targeting
Finance/Billing report
BI
Complete delivery logs are extracted from DFP
and AppNexus and inserted in the BI database
on a daily basis.
APPENDIX
DEFINITIONS
Term
RTB
DEFINITION
Real Time Bidding also refers to as Programmatic Buying is a new method of
selling and buying online display advertising in real time one ad impression at a
time
DSP
A demand-side platform (DSP) is a system that allows buyers of digital advertising
inventory to manage multiple ad exchange and data exchange accounts through
one interface. Real-time bidding for displaying online ads takes place within the
ad exchanges, and by utilizing a DSP, marketers can manage their bids for the
banners and the pricing for the data that they are layering on to target their
audiences.
DMP
Data Management Platform which houses data from different sources and make
it accessible through the ad exchange
Audience Targeting
Audience Targeting, Interest-based targeting, data targeting is a type of online
marketing where the user is identified with certain interests and then targeted by
the relevant advertising message.
Retargeting
Behavioral retargeting (also known as behavioral remarketing, or simply,
retargeting) is a form of online targeted advertising by which online advertising is
targeted to consumers based on their previous Internet actions, in situations
where these actions did not result in a sale or conversion.
Remarketing
See Retargeting
WHY WE NEED A NEW CONSTRUCT
DISPLAY FOR PERFORMANCE
Performance
Margin
PRODUCT
4
0
WHY WE NEED A NEW CONSTRUCT
DISPLAY FOR PERFORMANCE
Performance
Margin
CPC
CPM
PRODUCT
4
1
WHY WE NEED A NEW CONSTRUCT
DISPLAY FOR PERFORMANCE
Performance
Margin
% of
Spend
CONVERSIONS
PRODUCT
4
2
WHY WE NEED A NEW CONSTRUCT
DISPLAY FOR PERFORMANCE
Performance
Margin
% of Spend
PRODUCT
Mediative
Network
RON
Data with
RTB
Client Site
Remarketing
HyLoMo
Creative &
UX Services
4
3

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