Campaign Recommendations

Campaign Recommendations

STARCOM TEAM SAMSUNG

IntroductionCampaign RecommendationsExecutionPost-Launch

Agenda

Introduction

• Reach consensus on display campaign strategy for E-Commerce site launch– Leverage latest technology to increase performance

and hit targets– Improve campaign efficiency– Connect with our audience through heightened relevance

• Discuss execution roadmap and project plan

Session Goals

• Samsung is launching its Branded Mobile Accessories E-Commerce site across 9 APAC markets

• Launch should be supported by an effective display campaign

• Largely performance-based goals

High-level Assumptions

Indonesia

New Zealand

Australia

Malaysia

Singapore

PhilippinesThailand

Taiwan

Vietnam

Phase 2 (TBD)Phase 1 (April)

We’ve made some assumptions about the E-Commerce site:• Site architecture follows the usual

sitemaps associated with E-Commerce sites

• Site will have a small catalog (120 SKUs)

• Products on the site are focused on Samsung branded mobile accessories

• Site will be localized to the different markets

• E-Commerce activities spread across website, dedicated mobile site and Facebook page

E-Commerce Site Assumptions

Homepage/Landing Pages

Category Pages

Product Pages

Shopping Cart/Checkout

Order Confirmation

Campaign Recommendations

CREATIVE STRATEGY PER SEGMENT:

Start with an End-to-End Retargeting Campaign

• Category Browsers: Showcase newest or most popular items from that category

• General Site Visitors: Showcase bestselling Samsung products. Optimize on best product/creative

Can we leverage 1st party user data (i.e. user’s mobile device) for smarter retargeting?

• Product Browsers: Entice users to return to the site and complete their purchase

• Owners: Showcase complementary Samsung accessories to complement existing purchase

General Site Visitors:Users who browse/engage,

but do not shop

Category Browsers:Users who show an

affinity towards a certainproduct category

Product Browsers:Users who have shown

interest in a specific product/set of products, or

who abandon cart

Owners:Users who have purchased

an accessory

Whenever possible, optimize across a variety of single-product creative

Sample Creative for Single-Product Creative

Original Different layout and background

Different call to action

and offer

Different product shot

• Merchandise your products differently per audience through rich multi-product creative experiences

Multi-Product Creative

Blue Tooth Headset Catalog

Purchase page,

desktop dock

purchased

• Apply multivariate optimization on your prospecting campaign to make sure the best creative is driving users down the purchase funnel

Prospecting Campaign Should Complement the Effort

• Localization is more than translation…

Localize the Campaign

English Thai Indonesian

• Localization involves showcasing the right products that are regional favoritesSingapore

favoritesMalaysia favorites

Thai favorites

Samsung SMART CAMERA NX

Share perfection of every detail

Samsung SMART CAMERA NX

แบง่ปันความสมบูรณ์แบบในทกุรายละเอียด

Samsung SMART CAMERA NXMemberikan

Kesempurnaan Dalam Setiap Detail

Execution

5 Steps to Execute

Planning and Concepting

Prioritize major tasks for early action

Build the FlexibleTemplate

Formulate the Media Plan

Traffic, QA and Launch

Step2

Step3

Step4

Step5

Step1

• Finalize creative concepts for each audience (retargeted and prospecting)

Assess creative elements for optimization• Finalize business rules around retargeting and product

curation Who will manage which products are featured, and how will it be

managed?• Finalize media strategy

What additional prospecting via Audience/Exchange buy could help? What performance goals do we have? What types of metrics and analysis will we need

to assess the success of the campaign?

Planning & Concepting Step1

Step2

Step3

Step4

Step5

Major Tasks: Site Tagging

• Installing Conversion, Retargeting and 3rd Party Tags on all your properties can be a time-consuming task

Recommendation: Start tagging your site as early as possible for all markets• Problem persists – when new campaign

requirements arise, new tags may result in further delays

Recommendation: Leverage a campaign tag management solution such as VersaTag, to

reduce reliance on Web Team

Future Samsung Mobile pages in SIngapore

Samsung Mobile pages in SIngapore

Samsung Mobile pages in Malaysia

Step2

Step3

Step4

Step5

Step1

Major Tasks: Merchandising Strategy &

Tools

• Bestselling, most popular, featured products, etc… will change over time – will this be managed via Excel of XML?

• New products get introduced all the time – having one person manage this thru Excel will work at the start, but may not scale over time

Recommendation: Websites often have this as part of

their product data – invest in an XML Feed linked from a product database to automate your merchandising strategy

Step2

Step3

Step4

Step5

Step1

Major Tasks: Merchandising Strategy & Tools

Managing creative versions with Excel is easy

Step2

Step3

Step4

Step5

Step1

Build the Flexible Template

Decide on the Elements from our creative conceptsRecommendation: Leverage Smart Versioning to build extremely flexible templates to last your whole campaign – no need to re-traffic

Step3

Step4

Step5

Step1

Step2

Build the Flexible TemplateTemplates should be made extremely flexible to handle a variety of unexpected variations to the creative easily

Dynamic elements:• Product Name• Product Image• Product Copy• Offer• Call 2 Action

Template 1

Template 2

Template 3

Step3

Step4

Step5

Step1

Step2

• Buffer Image• Buffer Messaging

Formulate the Media Plan• Always start off with a goal for your DSP buys.

– Goals can be expressed in terms of CPM, CPC or CPA

– This ensures that the media team can always be driving towards a metric to try to beat it.

– Be flexible! Even if the goal is expressed in one way (say CPC), value can still be derived from other inventory types (say CPM inventory).

Recommendation: Ensure that the Retargeting Tags are in place at least 2 weeks before campaign launch

– This ensures that your retargeting pools are a decent size by campaign launch

Step3

Step4

Step5

Step1

Step2

Traffic, QA and Launch

Preview and Approve VersionsCreate Target

Audiences

Create the Versions

Traffic

1 3 42

vs.

Step3

Step4

Step5

Step1

Step2

The Creative Agency’s Role

• Build and upload the flexible dynamic creative • Upload any related image assets into the

system• Ensure all product images are to-spec• Build all the creative permutations through

Excel or XML• Rapidly QA different creative variations• Enable and disable versions during creative

refreshes• Keep the ad fresh by dynamically changing

the ad’s smart elements

Step3

Step4

Step5

Step1

Step2

The Media Agency’s Role

• Configure rotation and optimization criteria, and any other advertiser rules• Set up Clickthru URLs and 3rd Party

Tracking quickly and easily• Verify relationship of targeted

audience to each creative• Test all conversion and tracking

elements, ensure metrics are properly collected• Traffick the dynamic creative

Step3

Step4

Step5

Step1

Step2

The Advertiser’s Role

• Assist in providing product images for the creative (preferably to spec)• Speedily review and approve

creative versions for launch or other creative refreshes• Assist the teams in obtaining

the data that fuel the campaign

Step3

Step4

Step5

Step1

Step2

Post-Launch

Analyze and Learn

Recommendation: Pull the learnings around your creative performance to seed ideas on what worked/what didn’t work for the next major creative refresh

• Set a calendar for major creative concept updates to avoid creative burnout• Which products and offers worked for each market?• How can we improve on our current campaign• Healthy campaigns constantly experiment, learn and improve

Analyze and Learn

• What can we learn if the best performing creative are below:

• And the poorest performing creative are below:

Implementation TimelineMarch April May June

Planning

Site Tagging

Build XML

Design and Build Smart CreativeFormulate Media Plan

Traffic

QA

Phase I Launch April 26

Extend XML

Traffic

Phase 2 Launch

QA Smart Creative against different

locales

QAQA

Extend Media Plan

4/8

3/11

3/29

3/29

4/19

4/25

4/8

Phase 1 Phase 2

Recap of the 5 Steps

Planning and Concepting

Prioritize major tasks for early action

Build the FlexibleTemplate

Formulate the Media Plan

Traffic, QA and Launch

Step2

Step3

Step4

Step5

Step1

Conclusion• Personalizing and localizing creative is good because it

adds relevance• Make sure you to retargeting users throughout the entire purchase funnel with the most relevant creative• Feed the purchase funnel by retargeting across all digital

properties and through an independent prospecting campaign• Optimize your creative to make sure you’re constantly

leading with your best one – sometimes we can’t second-guess our audience’s tastes• Constantly experiment with your creative and learn

what works and what doesn’t

Thank You!