A Recipe for Success: 5 key ingredients for an integrated digital display marketing campaign

1

A Recipe for Success:

5 key Ingredients for an Integrated Digital

Display Marketing Campaign

Jim Price

President & CEO

Empower MediaMarketing

@EmpowerMM

Cat Spurway-Hepler

SVP, Strategy & Marketing

PointRoll

@PointRoll

2

Niemen Marcus Chocolate Chip CookiesGrab a piece of paper, your iPad, iPhone…

1/2 cup unsalted butter

1 cup packed brown sugar

3 tablespoons white sugar

1 egg

2 teaspoons vanilla extract

1 3/4 cups all-purpose flour

1/2 teaspoon baking soda

1/2 teaspoon baking powder

1/2 teaspoon salt

1 1/2 teaspoons instant espresso coffee powder

1 1/2 cups semisweet chocolate chips

Preheat oven to 375 degrees

Cream together butter, brown and white sugar, beat in egg and vanilla. Add flour, baking soda,

baking powder, salt and espresso powder; stir into the creamed mixture. Finally, stir in the

chocolate chips.

Drop dough by tablespoonfuls onto a greased cookie sheet

Bake for 8 to 10 minutes

3

A Recipe for Success:

5 key Ingredients for an Integrated Digital

Display Marketing Campaign

Jim Price

President & CEO

Empower MediaMarketing

@EmpowerMM

Cat Spurway-Hepler

SVP, Strategy & Marketing

PointRoll

@PointRoll

4

We’ll Cover 3 Things

1. The 5 Ingredients for Digital Success

2. How Brands are Applying the 5 Ingredients

3. Key Questions to Find the Right Recipe for Your Brand

5

The 5 Ingredients for Digital Marketing Success

1. Audience : Who are you serving?

2. Data: What’s on the menu?

3. Creative: We eat with our eyes first!

4. Distribution: For here or to go?

5. Performance: 5 Star or Flop?

6

Engaging and Higher Impact Ads, Interactive Functionality and Feature-Rich Creative

Creative

Relevant Data Driven Ads with Audience-specific Messaging Based on BT, Geo, Demo and More

Data

Distribution

Performance

Make the Most Out Of Every Impression

Audience Understanding

& Knowledge, Finding

More Targets

Audience

7

Engaging and Higher Impact Ads, Interactive Functionality and Feature-Rich Creative

Creative

Relevant Data Driven Ads with Audience-specific Messaging Based on BT, Geo, Demo and More

Data

Distribution

Performance

Make the Most Out Of Every Impression

Audience Understanding

& Knowledge, Finding

More Targets

Audience

8

Find Your Audience, Reach More of Your Audience

Key Questions:

• Is your audience more than an execution target?

• Which tools/partners could you be using?

• Are you prepared to be OBA compliant?

• Are you considering contextual and intent?

Audience

People, Not Just Places

Understand

Your AudienceFind and

Reach More

of Your

Audience

9

Audience Understanding

& Knowledge, Finding

More Targets

Audience

Engaging and Higher Impact Ads, Interactive Functionality and Feature-Rich Creative

Creative

Distribution

Performance

Make the Most Out Of Every Impression

Relevant Data Driven Ads with Audience-specific Messaging Based on BT, Geo, Demo and More

Data

11

When You Find Them, Give Them What They WantData

Key Questions:

Do your audience insights influence your message?

Are you considering the environment where media is being consumed?

Do your success metrics tell the whole story?

12

Case Study: Meijer - Syndicating the Circular

A Dash of

“Distribution”

Meijer thinks BIG with digital billboards

featuring local deals!

13

Relevant Data Driven Ads with Audience-specific Messaging Based on BT, Geo, Demo and More

Data

Audience Understanding

& Knowledge, Finding

More Targets

Audience

Distribution

Performance

Make the Most Out Of Every Impression

Engaging and Higher Impact Ads, Interactive Functionality and Feature-Rich Creative

Creative

14

Use Creative to Engage

High Impact Executions/

Page Takeovers

Integrated/Synched Video

Interactive Experience

and Engagement

Interactivity ,Gaming,

Data Entry

Click the images above to experience the value of creative

Expandables with Multiple

Videos

Photo Upload

Creative

Highly interactive non-

expanding rich media

Dynamic: XML, Offers, Ad

Versioning, Landing Pages

15

Give Consumers What They Want

Key Questions:

Do you have dynamic assets available?

Are you giving them a reason to engage?

Are you thinking beyond the click?

Does every impression make an impression

Creative

16

Give Consumers What They WantCreative

17

Relevant Data Driven Ads with Audience-specific Messaging Based on BT, Geo, Demo and More

Data

Audience Understanding

& Knowledge, Finding

More Targets

Audience

Engaging and Higher Impact Ads, Interactive Functionality and Feature-Rich Creative

Creative

Performance

Make the Most Out Of Every Impression

Distribution

18

Distribution No Channels: Your Brand… Everywhere

Mobile App Mobile Site

Online Circular

iPad

FacebookPC Rich Media/Display

Digital Out of Home

19

Distribution No Channels: Your Brand… Everywhere

Mobile App Mobile Site

Online Circular

iPad

FacebookPC Rich Media/Display

Digital Out of Home

20

No Channels: Your Brand… Everywhere

Key Questions:

Are you extending beyond the desktop?

Are you testing new digital channels?

Do you consider mobile “display”?

www.NoChannels.com

Distribution

21

No Channels: Your Brand… EverywhereDistribution

22

No Channels: Your Brand… EverywhereDistribution

23

Engaging and Higher Impact Ads, Interactive Functionality and Feature-Rich Creative

Creative

Relevant Data Driven Ads with Audience-specific Messaging Based on BT, Geo, Demo and More

Data

Distribution

Audience Understanding

& Knowledge, Finding

More Targets

Audience

Make the Most Out Of Every Impression

Performance

24

Measuring the Impact of Display

Key Questions:

Are you looking at and measuring your digital

investments holistically?

Are you measuring success based on the last click?

Are you measuring site-side activity?

Performance

25

Measuring the Impact of DisplayPerformance

Giving Proper Credit to Display + Search

• A consumer saw a display ad, then searched on Google or Yahoo,

then booked an appointment

• 16% of people who booked an appointment saw a display ad

before they made a search

26

Challenge:

• Reach consumers where they are – online – and drive in

store to increase sales

Strategy:

• Test rich media ads with dynamic and local content

• Evaluate richer, expandable format versus standard ads

• Evaluate how various audience segments perform

Result:

Overall increase in in-store sales during the three-month

campaign period and expandable, localized eCircular

ads significantly outperformed the non-expanding

Flash ads:

• 9% increase in dollar sales with digital

• 17 % incremental sales lift among rich media

exposed households compared with a 5%

standard ad lift

• 10x return on media investment

• Led to better understanding of customer segments

SUPERVALU Drives Conversion with Localized Expandable Ad Campaign

* Study conducted by Nielsen

27

AUDIENCE /

TARGETING INFOOpen, Agnostic,

Targeted

DATA Promotions, Messaging

Products, Offers,

Inventory Feeds

CREATIVE

ASSETSElements, Features,

Functionality

Mobile, iPad

Social/

FacebookDigital OOHPC

In Stream

Video

Create, Connect, Convert

28

Connect with Us!

Jim Price@EmpowerMM

www.EmpowerMM.com

www.NoChannels.com

jim.price@EmpowerMM.com

Cat Spurway-Hepler@PointRoll

www.pointroll.com

blog.PointRoll.com

cspurway@pointroll.com

29

Next PointRoll Webinar:

“OBA Compliance Demystified: Easy

Solutions for Compliant Campaigns”

Hosted by TRUSTe and PointRoll

Register: tinyurl.com/PointRollOBAWebinar

March 24, 2010

30

Thanks!