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
A Recipe for Success: 5 key ingredients for an integrated digital display marketing campaign
May 13, 2015
The recipe for a successful digital marketing campaign is built around 5 key ingredients. Learn from PointRoll and Empower MediaMarketing how a leading retailer has crafted innovative, integrated digital campaigns using these 5 key ingredients to create more relevant and actionable consumer experiences.
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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
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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
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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?
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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
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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
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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
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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
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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?
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Case Study: Meijer - Syndicating the Circular
A Dash of
“Distribution”
Meijer thinks BIG with digital billboards
featuring local deals!
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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
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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
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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
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Give Consumers What They WantCreative
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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
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Distribution No Channels: Your Brand… Everywhere
Mobile App Mobile Site
Online Circular
iPad
FacebookPC Rich Media/Display
Digital Out of Home
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Distribution No Channels: Your Brand… Everywhere
Mobile App Mobile Site
Online Circular
iPad
FacebookPC Rich Media/Display
Digital Out of Home
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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
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No Channels: Your Brand… EverywhereDistribution
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No Channels: Your Brand… EverywhereDistribution
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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
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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
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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
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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
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Connect with Us!
Jim Price@EmpowerMM
www.EmpowerMM.com
www.NoChannels.com
Cat Spurway-Hepler@PointRoll
www.pointroll.com
blog.PointRoll.com
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Next PointRoll Webinar:
“OBA Compliance Demystified: Easy
Solutions for Compliant Campaigns”
Hosted by TRUSTe and PointRoll
Register: tinyurl.com/PointRollOBAWebinar
March 24, 2010
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Thanks!
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