Welcome to…
Jun 23, 2015
Welcome to…
Why brands need to consider Engagement
Rate Optimisation
Andrew Machin – Head of Creative
#B3Seminar
#B3Seminar
Brand
Customer
Offer
Respond
Convert
The ‘ORC’ customer journey#B3Seminar
#B3Seminar
Display ads served in the US in 2013. ~25% increase on 2009
Comscore
#B3Seminar
Average CTR. Some formats as low as 0.04%
Doubleclick
#B3Seminar
Statistically, you are more likely to survive a plane crash
Solve Media Research
#B3Seminar
#B3Seminar
A.D.D.?
#B3Seminar
“There is no such thing as an attention span. People have infinite attention if you are entertaining them.”
Jerry Seinfeld
#B3Seminar
A.D.D. M.R.D.
#B3Seminar
#B3Seminar
Because we live in the ‘moment’
Why?
#B3Seminar
#B3Seminar
#B3Seminar
moments per day
#B3Seminar
#B3Seminar
#B3Seminar
#B3Seminar
#B3Seminar
?
#B3Seminar
?
#B3Seminar
#B3Seminar
#B3Seminar
#B3Seminar
#B3Seminar
Brand
Customer Moment
Relevance
Engage
The emerging ‘MRE’ customer journey#B3Seminar
The Audience of 1
#B3Seminar
How do we become ‘relevant’ to 1?
#B3Seminar
Really know your audience
#B3Seminar
Engagement allows you to learn about your
customers
#B3Seminar
Com
plex
ity
Knowledge
Decision/Experience
Model
#B3Seminar
Com
plex
ity
Knowledge
#B3Seminar
Com
plex
ity
Knowledge
#B3Seminar
Com
plex
ity
Knowledge
#B3Seminar
Com
plex
ity
Knowledge
#B3Seminar
Com
plex
ity
Knowledge
We have matured here
#B3Seminar
Com
plex
ity
Knowledge
We have matured here
But up here is where the magic happens
#B3Seminar
Com
plex
ity
Knowledge
Understand motivations
concerns through engagement
Personalisecontent to create
unique experiences
#B3Seminar
Com
plex
ity
Knowledge
#B3Seminar
Com
plex
ity
Knowledge
#B3Seminar
#B3Seminar
Com
plex
ity
Knowledge
#B3Seminar
Com
plex
ity
Knowledge
#B3Seminar
Com
plex
ity
Knowledge
#B3Seminar
Com
plex
ity
Knowledge
?
#B3Seminar
Com
plex
ity
Knowledge
#B3Seminar
#B3Seminar
Com
plex
ity
Knowledge
In the moment
No value
Low content
Low engagement
#B3Seminar
Why should brands start to optimise
their engagement?
#B3Seminar
Engagement fuels Personalisation
#B3Seminar
Personalisation creates Relevance
#B3Seminar
Relevance leads to Experiences in the
‘moment’
#B3Seminar
#B3Seminar
#B3Seminar
-30% Bounce rate+30% Conversion
#B3Seminar
Com
plex
ity
Knowledge
Where are you?
#B3Seminar
Thank you
[email protected] @The_Machin Branded3.com @Branded_3