Yim_Weekend_2015_Google presentatie_Google

INTERNAL: Google Confidential and Proprietary

Five challenges to become future ready

Joris Merks-BenjaminsenHead of Digital Transformation


The Dutch are amongst the most savvy of the world

Mismatch between upper & lower funnel activity

zeg, kennen wij jou niet ergens

van?

ja,jullie hebben me vorige week nog

ten huwelijk gevraagd


Mismatch between upper & lower funnel activity

People Paced:tailored “buy now”messaging

Media Paced:One size fits all messaging & timing

Reach

CPA


Betalen

Sparen

Hypotheek

Pensioen

Verzekering

Most branding strategies

Betalen Sparen Hypotheek Pensioen Verzekering

Consumers don’t live in a flighted world


Branding based on consumer interest

Betalen

Sparen

Hypotheek

Pensioen

Verzekering

Always-on: be there on the moments that matter

Betalen

Sparen

Hypotheek

Pensioen

Verzekering


Haarstijlen

Rimpels

Make-up

Most branding strategies

New Shampoo

NewCreme

NewMascara

NewHair Dying

New Lipstick

Consumers seek information & inspiration


Claiming Consumer Moments

Financieel advies, huis kopen, voeding,

old timer kopen, fashion tips,

inspiratie vakantie...

You?

How to save money?Make-up tips?


Five challenges to become future ready

● Merging brand & performance

● Merging ‘classic’ and real-time data for advanced audience strategy

● Shifting from advertiser towards publisher

● Mobile

● Digital Attribution Modeling: real-time KPI’s across the whole funnel


Merging Brand & Performance


Merging Brand & Performance

Real(time)Marketers &

Brand Builders

Full Value Experts- Cross channel/screen

- Full consumer journey

Last Click Experts

‘Performance Thinkers’ ‘Brand Thinkers’

Story tellers- Cross channel/screen

- Beyond demographics

Offline Brand Builders


http://www.youtube.com/watch?v=Z1tNnE8mWw0


Probably likes the brand and offer...likely to be in-market (soon)

No

Example: conversation throughout funnel

Yes

Planning to buy a house?

This is how we can help

No

Try different topic

Try different product/service related to buying house

Yes Top10 things to consider when buying a house

NoTry different topic related to buying a house

Yes

Cold interest

Warm interest

Hot interest


Example: Lancome

VTR 43% VTR 49%Remarketing Remarketing

VTR 29%

Key benefit & emotion How does it work? Why does it work?

http://www.youtube.com/watch?v=0X9C8KiuzFA

http://www.youtube.com/watch?v=nJjjqknNokc

http://www.youtube.com/watch?v=oGJ6zYa1pkA


Example: Harman Kardon Wireless Audio

Display Performance Remarketing

Yes

Yes

Pos

itive

Rem

arke

ting

Pos

itive

Rem

arke

ting

Pos

itive

R

emar

ketin

g

Positive Remarketing

Positive Remarketing

OMNIHD WIRELESS SOUND

30 sec videoemotional branding1

3

2

Banner

~1 min videowhat is Omni wireless audio?

~1 min videoHow does the Omni app work?


Advanced Audience Targeting


Peo

ple

Moments and People that Matter

Moments


“Heavy duty! Never breaks. Life time guarantee!”

“Easy and clean door breaker. Don’t get dirty hands, get free gloves!!”

“The most complete lock pick set in your pocket!”

“The best pizza delivery look alike outfit!!”

Moment That Matters...


Moment That Matters...

“Create your own 2016 catwalk look!”

“Create your own Carrie look!”

“Look great in 5 minutes, still look great the next morning!”

“Ten looks to get laid! 100% money back guarantee!”


Advertiser => Publisher


HERO

Time

HygieneHubHero

HUB

Fashion Shows& Behind the Scenes

BurberryAcoustic

HYGIENE

BurberryKiss Christmas

HERO, HUB, HYGIENE

New Collection

Winter StormLook

BurberryEyes

Natural NudeLook

HHH for O2Total ViewsTotal Subscribers

Total Videos Uploaded AVG Views per Video


Popularity Outside of YT: Armin vs Hardwell

http://www.youtube.com/watch?v=5fhbZxgywxo

How did Hardwell do?

1.Discoverable

2. Accessible

3. Shareable

4. Collaborative

5. Targeted

6. Conversational

7. Interactive

8. Consistent

9. Sustainable

10. Authentic


Mobile

If you don’t have a mobile strategy, you’re not future ready

WHAT IS MOBILE?

WEBSITE OR APPS?

95% of time spend = app

⅔ of app time = top 10 apps

66% of ‘commercial time’ = sites

Source: Het mobile 360 onderzoek van TNS


Attribution


Two challenges for digital attribution

Time & Space


Real-time Impact Estimators Across the FunnelAwareness KPI’sVoluntary view level 1Content Engagement level 1 Consideration KPI’s

Voluntary view level 2Content Engagement level 2

Preference KPI’sVoluntary view level 3Content Engagement level 3Subscriptions/likes/+1 Sales KPI’s

Wishlist/basket/quoteSale

Loyalty KPI’sSharing/liking/return visitorsNewsletter subscriptionReviewing/Commenting


Three types of entrepreneurs needed

Strategists

CreativesData-experts


How to build brands in the digital age?

● Help people find you through a consistent content ecosystem- Listen to their questions, answer them & offer inspiration- Think Hero, Hub, Hygiene

● Bring brand & performance experts together- Prioritize & optimize with data, build content with creativity & strategy

● Think always-on: consumers are always-on, so should brands be- Build conversations based on choice rather than forcing to listen

● Build for mobile first- Optimize till you get it right

● Create Real-time impact estimators across the full funnel- There is more than CPA and reach


Integratie van online & offline marketing: Marketingliteratuur van het jaar

“Een boek dat elke marketeer zou moeten lezen. Het brengt de oude en nieuwe werelden bij elkaar.”

Juryrapport - PIM


The blueprint for ‘digital thinkers’: How to drive digital change in organizations.

“Think and Grow Digital” is presented as a guide for “millennials”. But the book is filled with maxims, slogans, charts, and other catchy ways of imparting lessons that even a non-millennial can apply.”

Nicholas Lemann - The New Yorker Magazine

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