Whack-A-Mole Vs Waltz - Customization of Display Advertising, Digiday Programmatic Summit, May 23rd, 2016

WHACK-A-MOLE VS WALTZ – CUSTOMIZATION OF DISPLAY

ADVERTISINGMagda Pivo-Sulewski

• Acquisition between November 1st- January 31st

• Primary Metric : CPA

• Secondary Metrics:

• Landing Page View

• Quote

• Cart/Application Start

ONE AD FITS ALL APPROACH

Consumer

Go on, CONVERT!

GO AWAY!

(Ad block)

Marketer

HEAVY TESTING IN LIVE ENVIRONMENT

1. Segment-based targeting vs intent based

2. Segment message vs generic message

3. Creative : 1000 Variations• Multiple copy variations per segment based

on what will resonate with that user• CTA• colors

4. Segment vs Location

WALTZ

• Dialog with Customer• Being helpful vs intrusive

MEANINGFUL CONTENT

CONSIDERATION SELECTION TIME SENSITIVE PURCHASE REMINDER

1

RESEARCH

2 3 4 5

Window of Acquisition

Impacting users with ads crafted to each step of their purchase journey.

Focus: Prospecting when competition is lower to build up cookie pool. Focus: Retargeting

RETARGETING

• Retargeting users who visited certain pages within the purchase journey and dropped out

• Variety of creative to avoid ad-fatigue• Sequential messaging• 20% lift in conversions

Ad Landing Page Quote Cart App Start App Complete

Application Tool

AGILE Monitoring Campaign Performance • Publishers - elimination if underperforming• Budget fluidity across markets

ANALYSIS • Year-over-year conversion trend line • Variation in activity during holidays, weekends vs weekdays• Helped to adjust budget to not overspend in slow days/weeks

CAMPAIGN SPEND

MEMBER VOLUME

CPA

SUCCESS YOY

52%

76%

15%

TAKEAWAYS

• Invest money to get to know your customer. • Use common sense by putting yourself in consumer shoes• Test. • Test.• Test.• Keep your hand on the pulse, monitor campaign closely.• Optimize• Analyze, look for trends, seasonality, slow-days, certain deadline and adjust

your campaign spent accordingly.