Digital Marketing for Finance Industry in Central and Eastern Europe
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What are the main digital marketing trends that are coming to Central and Eastern Europe? Why internet marketing is a chance for the financial sector, is it different to others in terms of digital opportunities? Find out more in this presentation and Q&A with Marta Klepka, Digital Director of Publicis Groupe agencies in CEE http://emea.blog.performics.com/2014/07/03/digital-trends-insights-cee-region-qa-marta-klepka/
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Digital Marketing for Finance Industry in Central and Eastern Europe
- 1. DIGITAL MARKETING FOR FINANCE INDUSTRY IN CEE Marta Klepka, Digital and Innovation Director Central and Eastern Europe
- 2. CEE DIGITAL LANDSCAPE © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
- 3. Confident e-shopers © 2014. All rights reserved. VivaKi. Proprietary and Confidential.Source: gemiusAdHoc studies on E-commerce, 2014 In Poland 22% of internet users buys insurance online 83% of Poles and approx half of Czech, Slovaks and Hungarians visits e- commerce sites In Belarus 75% of internet users declared to buy online at least once
- 4. Digital adspends in CEE are growth catalysers © 2014. All rights reserved. VivaKi. Proprietary and Confidential. Source: ZenithOptimedia, Advertising Expenditure Forecasts, CEE 5,049 5,918 6,933 - 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 Television Radio Cinema Outdoor Internet Press (Magaiznes and Newspapers) CEE Advertising Expenditure in US$ million 2013 2014 2015 2016 Yoy increase will be 17-18%, while TV budget is estimated to grow 6-7%
- 5. Digital takes approx 1/5th of total media budgets © 2014. All rights reserved. VivaKi. Proprietary and Confidential. 53% 5% 9% 19% 13% CEE share of media budgets (2014) Television Radio Cinema Outdoor Internet Press (Magazines and Newspapers) Highest digital spends share in CEE: 1. Czech Republic 27% 2. Russia 22,5% 3. Hungary 21% 4. Poland 20,3% 5. Estonia 17,3% 6. Latvia 15,3% 7. Belarus 14,3% 8. Slovakia 11,5% 9. Lithuania 11,3% 10. Romania 11,1% Source: ZenithOptimedia, Advertising Expenditure Forecasts, CEE 2014
- 6. To compare CEE to other European markets © 2014. All rights reserved. VivaKi. Proprietary and Confidential.Source: IAB Europe Adex, 2014
- 7. Finance sector amidst the regional leaders in digital advertising © 2014. All rights reserved. VivaKi. Proprietary and Confidential.Source: gemiusAdMonitor, 08.2013 – 01.2014
- 8. © 2014. All rights reserved. VivaKi. Proprietary and Confidential. KEY DIGITAL TRENDS COMING TO CEE
- 9. Programmatic trading Addresing consumer mobility Search importance Cross-channel integration Key digital trends coming to CEE Consumer becomes Participant Agyle, sharable, cross-screen experience Ads, content and search Starting from display ads Promising for mobile marketers Hidden treasure for video Applicable for digital TV, radio, …. Information always accessible on mobile Relevant at any point of consumer journey Works for branding and direct response Technology driven change Starting from interactive attribution Close cooperation with the Client (access to data, tracking enabled) © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
- 10. © 2014. All rights reserved. VivaKi. Proprietary and Confidential. PROGRAMMATIC TRADING
- 11. WHY MEDIA TRADING GETS AUTOMATED? Source: Rubicon Project © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
- 12. PROGRAMMATIC INVOLVES THE TRADING OF MEDIA THROUGH INTEGRATED TECHNOLOGY PLATFORMS © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
- 13. NO FIXED CPM IN RTB MODEL © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
- 14. RTB what happens in 100 milliseconds? © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
- 15. PROGRAMMATIC > RTB © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
- 16. Private Marketplace = when your direct deal gets automated © 2014. All rights reserved. VivaKi. Proprietary and Confidential. First look access Lower floor prices High impact creative sizes Restricted auctions Specific placements on a site Coupled with publisher data
- 17. Pairing inventory with publisher data © 2014. All rights reserved. VivaKi. Proprietary and Confidential. Demographics Lifestyle Category shoppers In-market Brand Real time first party publisher data Gender Families, Dad’s Technology shoppers (dozens of top level retail categories) In-market for laptop, tablet… (hundreds of in-market audiences) In-market for Acer… (thousands of brands)
- 18. Programmatic is more than just RTB © 2014. All rights reserved. VivaKi. Proprietary and Confidential. Reservation type Pricing Participation Terminology Reserved Unreserved Unreserved Unreserved Fixed Fixed RTB RTB One buyer One buyer All buyers Select buyers Programmatic guaranteed Programmatic premium Programmatic direct Programmatic reserved Private marketplace Preferred deals Private access First look Open exchange Open marketplace Private marketplace Private auction Closed auction Private access Automated guaranteed Unreserved fixed rate Open auction Invitation only auction Buy type
- 19. Programmatic trading starts in CEE © 2014. All rights reserved. VivaKi. Proprietary and Confidential. Source: Magna Global forecast 2014
- 20. 5% 5% 12% 0% 2% 4% 6% 8% 10% 12% 14% Poland Czech Republic Russia Share of RTB adspends in digital 2012 2013 2014 RTB growth rates oscillating around 100% y-o-y © 2014. All rights reserved. VivaKi. Proprietary and Confidential. Source: Publicis Groupe agencies local estimation
- 21. Publicis Groupe trading desk brings efficiencies © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
- 22. Goal Performance campaign generating max leads for cash loan (Polish bank) Strategy Usage of remarketing lists of potential clients who seen the form, but didn’t fill it in, also ads were targeted to those who have seen branding campaign © 2014. All rights reserved. VivaKi. Proprietary and Confidential. Results AOD campaign had 61% lower leads costs that in other CPM activations Case study
- 23. BUYERS WHY TO GO PROGRAMMATIC? Monetise the data on visitors and content/ context Stand out from the clutter Earn more via enhanced RTB and more sophisticated premium offer Cut down admin costs Build stronger relationships /w advertisers Target across sites Buy targeted impressions and drive results for advertisers Apply advanced remarketing scenarios Optimise campaigns in real-time Use data from advertiser, media, data providers © 2014. All rights reserved. VivaKi. Proprietary and Confidential. SELLERS
- 24. © 2014. All rights reserved. VivaKi. Proprietary and Confidential. ADDRESSING CONSUMER MOBILITY
- 25. Source: Poland :Internet in everyday life, Google, 2014, Russia: Nielsen Mobile Consumer Report. 2013 Smartphones with internet access become the commodity? 2/3rd of internet users in Poland has a smartphone or other web-enabled phone and every 4th owns a tablet Amidst Russian mobile owners, over 40% has a smartphone © 2014. All rights reserved. VivaKi. Proprietary and Confidential. 68% 64% 59% 55% 36% How Russians use smartphones Browsing sites Using apps Social networking E-mailing Watching video/mobile TV 31% smartphone app users access banking/ finance apps regularly!
- 26. Video SocialSearch Video, search and social go mobile By 2016 2/3rd of world’s mobile data traffic will be video (Cisco) 40%of YouTube's global watch time is mobile 4 December 2014 – Google mobile queries will reach 50% Yandex’s search &other services are location-based and available in mobile versions Eg. in Poland 40%of Facebook users access service on mobile devices © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
- 27. Source: gemiusTraffic, gemiusRanking Shareofpageviews Visit their favourite sites via mobile or tablet © 2014. All rights reserved. VivaKi. Proprietary and Confidential. 23.90% 12.43% 19.49% 15.00% 0% 5% 10% 15% 20% 25% II.2010 III.2010 IV.2010 I.2011 II.2011 III.2011 IV.2011 I.2012 II.2012 III.2012 IV.2012 I.2013 II.2013 III.2013 IV.2013 I.2014 II.2014 Non- PC generated traffic in CEE Poland Czech Republic Slovakia Hungary Ukraine Croatia Romania Serbia Facebook, Google, YouTube, plus other social networking and news sites are the favs for mobile users
- 28. In Russia 40% of online shoppers declared to purchase via mobile In Poland every 3rd user bought via smartphone Source: „Achieving Total Retail: Consumer Expectations Driving the Next Retail Business Model”, PwC Russia, 2014; gemiusAdhoc, 2014 Purchase on mobile at any time, any place © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
- 29. Mobile bankers are… Feeling more „in control” Moving to mobile, more flexible banking Young (25-34 yr old) and wealthy Twice as likely to read financial blogs and forums 4 on10 buys on impulse 25%never miss their payments Checking account more frequently Paying bills on time Being less overdrawn Connect on many different platforms © 2014. All rights reserved. VivaKi. Proprietary and Confidential. Source: ING international survey, Financial Empowerement in the Digital Age, May 2014 17% 34% 48% 0 10 20 30 40 50 60 Romania France Germany Czech Republic UK Austria Poland Netherlands Turkey European consumer % of internet users declaring mobile banking 2013 2014
- 30. 1st mobile campaign for m-bank app Educate customers and reach max downloads Message focused on the accessibility of the banking services via mobile (Android &iOS) 1st usage of slider banner in mobile environment Campaign reached 62% of internet population in Bulgaria (incl. display ads) Over 45k clicks 0.83% CTR (average CTR is 0.42%) Challenge Results Actions YOUR PHONE IS YOUR BANK Source: ZenithOptimedia Bulgaria 2014 Case study © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
- 31. © 2014. All rights reserved. VivaKi. Proprietary and Confidential. SEARCH IMPORTANCE
- 32. Search ≠ traditional engines Search on-the-go requires different approach to search marketing Social and video networks are competing with search engines 91% finds the information they are seeking 73% says information is accurate and trustworthy 66% thinks search engines are a fair and unbiased source of information Search has been redefined Source: Paw Internet Research, Search Engine Use, US, 2012 © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
- 33. In Ukraine 31% research online before deciding on personal loan http://www.consumerbarometer2013.com Search is #1 informational source And can be very relevant © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
- 34. © 2014. All rights reserved. VivaKi. Proprietary and Confidential. SEARCH INTEGRATION WITH OTHER MEDIA EG. TV
- 35. Significantly increase the sales of household insurance via search campaign for Aviva Poland Consumer research led to choice of timing and formats Campaign optimised for mobile Include click-to-call Click-to-call CTR 13,5% higher than standard 76% increase in no. of contact forms Challenge Results Actions According to Google study 70%of mobile searchers have used „the call button” Case study © 2014. All rights reserved. VivaKi. Proprietary and Confidential. Source: The Role of Click to Call In the Path to Purchase September 2013; ZenithOptimedia and Performics Poland 2013 The number of driven calls = no of completed forms!
- 36. © 2014. All rights reserved. VivaKi. Proprietary and Confidential. CROSS-CHANNEL INTEGRATION
- 37. Interactive attribution and cross-channel monitoring Display Video Search Social Mobile DIGITAL MARKETING PLATFORMS
- 38. © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
- 39. • Benchtools is used by over 1300 major brands worldwide • Benchtools collects paid and natural search results from 7 engines across desktop, mobile and tablet devices and shows the coverage, position and content strategies of all brands present Benchtools – search& strategic insights on a global scale
- 40. How community manager posts impact engagement rate Common fans between different pages Demographic profile Editorial strategy analysis : Most used formats of posts (Link, Photo, Video …) Socialtools - benchmark the brand presence on social platforms 21,000+ BRAND PAGES 3,300+ BRAND ACCOUNTS 3,100+ BRAND CHANNELS
- 41. Thank You CONTACT INFO Publicis Groupe CEE Digital and Innovation Director | VivaKi Regional Lead Marta Klepka marta.klepka@vivaki.com
Hinweis der Redaktion
- 3 min about consumer trends as there’s a revolution goin on
- Source: ZenithOptimedia, Advertising Expenditure Forecasts, CEE (Armenia, Belarus, Bosina, Bulgaria, Croatia, Czech Rep, Estonia, Georgia, Hungary, Latvia, Lithuania, Moldova, Poland, Romania, Stussia, Serbia, Slovakia, Slovenia, Ukraine, Uzbekistan) While consumers entirely change media, content, search consumption habits, our industry is slowly evolving
- Armenia 0,45% Azerbeaijan 4,7% Belarus 14,3% Bosnia 0,6% Bulgaria 3,7% Croatia 6,6% Czech Republic 27% Estonia 17,3% Georgia 3% Hungary 21% Kazakstan 0,2?% Latvia 15,3% Lithuania 11,3% Moldova 7% Poland 20,3% Romania 11,1% Russia 22,5% Serbia 9,2% Slovakia 11,5% Slovenia 7% Ukraine 7,3% Uzbekistan 2,6% Vs 16,5% in Italy Netherlands 32,6% Germany 22% Portugal 10% Spain 21% UK 41,2% vs 26,5% in TV! US 21,7% vs TV 38,5%
- Fortunately some industries like finance, telecoms or automotive are leading the change
- 10 minutes
- 10 minutes
- When the digital started we copied solutions for trading from other media, but the problem is that the market is too fragmented and technology based to make this approach efficient. Too much time on supply and demand side is spend on admin work, we need to shift it into value add, strategy, planning and optimisation. There are plenty of publishers and agencies throughout Europe already doing it. And they are winning the advertisers budgets, as many advertisers are moving to programmatic, but still many of them do not understand it, so this is agency role to educate them
- Why we need automation? The environment is too complex to manage manually, we need to be efficient on the other hand there’s plenty of technologies that are on the market, so we need to be able to integrate them all and target individuals Why we need integration – we have ad networks, ad exchanges and integration on the buying side, but still the market is too fragmented. As a result often we are all after same audiences on the same sites, spamming them instead of communicating to them right message…. Current status quo is not effective, as display budget do not raise as much as they could
- There are two key differences in RTB vs direct buying: In RTB we can estimate some CPMs, but this is difficult without historical data. There’s always work towards the best performance but we cannot do any guarantees for the Clients. Still the model is very transparent: we buy in real time on an auction basis so we can’t guarantee certain prices. This means that if results can be better, they will be but it could also mean the eg if we plan CPA it can turn out to be slightly higher. Nevertheless as we optimise it real-time we know that we do our best to achieve best cost efficiency. In RTB we buy target audiences based on real time performance, rather than restricting us to sites where we believe the target audience will be, so we estimate something will work but it is all about TESTING AND LEARNING. The optimisation is ongoing, we apply various strategies, for example first we run campaign on many sites to test best performing ones, then we move budgets then. We use data about the audiences and eg target performance campaign only to those who saw the branding campaign, in order to make sure they know the product. We also use a lot of remarketing, targeting audiences when they are at the consideration phase, eg if we can place pixels on the site we can optimize towards the registrations/buys.
- RTB process Publisher sends inventory to a marketplace and it is forwarded on to a number of bidding partners in real-time. Partners, Agency Trading Desks and Demand Side Platforms, use computer-based algorithms alongside data and historical performance signals to determine that impression’s likelihood of driving results for the advertiser. Performance may be measured in terms of conversion rate, targeted reach or some engagement metric with the ad. The partner in turn assigns a value for that impression and sends back an offer in the form of a bid (or no bid) to the marketplace. The marketplace picks a winner out of all the bids they received and delivers the winner’s ad response for display on the publisher’s inventory. Once the impression is served, pixels fire and the impression is confirmed How long does all of that take? Usually about 100 milliseconds. RTB and programmatic brought back power to publishers’ hands to value every single one of their impressions, one by one. Every impression bought in real-time - who we want, when we want, only paying what each impression is worth in terms of driving results.
- Programmatic exists independent of RTB. RTB just adds a real-time aspect to the valuation and pricing by bidders and the clearing by the marketplace. Whether the flow happens far in advance of when the ad slot is available or whether it happens just-in-time, programmatic buying includes the same decisioning and algorithms used by the demand side in the RTB world.
- Besides working on key global AdExchanges, such as Double Click AdExchange, Apnexus or Rubicon, we have local publishers opening their inventory in CEE. Besides Russia, we work with local media in Poland and Czech Republic, we plan to run first campaigns also on other markets. In Russia Yandex was a pioneer on the market, but it sold its inventory only directly. We will be able to cooperate with them as they signed the contract with Google and Double Click
- What do we do with smartphones – eg Russians: 55% email, 34% intsnat mesanging, 59% social networking, 41% streaming music, 36% watches video/mobile TV, 64% uses apps, 68% browses web
- 2/3rd of internet users in Poland has a smartphone (sic!) and every 4th owns a tablet.
- Time is crucial – in the mobile era always on marketing is not optional. People want to interact with brands at their convenience, this is also relating to mcommerce and mbanking. On Mobile Congress this year, MasterCard revealed its new phone location technology, which seeks to reduce fraud abroad by linking a credit card to the location of a mobile phone to make sure that where the card is being used is actually where the owner is. The company has also extended its mobile payments proposition with the launch of Masterpass in-app payments, letting users make transactions from within any mobile app. Mobile wallet technology from Kenya expands to Europe, starting from … Romania
- According to Nielsen study 33% of smartphone users access mobile banking, 11% pays with NFC/mobile wallet. 31% uses mobile apps – so that’ More http://www.nielsen.com/content/dam/corporate/uk/en/documents/Mobile-Consumer-Report-2013.pdf
- Supported by PR campaign
- People Rely on Search to move across the devices, the web, and their digital lives. Mobile continues to disproportionately outgrow desktop in its contribution to overall site traffic, but conversions and demand generation lag behind.
- SEM campaigns were split between desktop, mobile and tablet devices to enable a dedicated communication strategy, best matched the character of the devise, as well as a better budget allocation. This proved to be one of the crucial part of optimization activities. First phase Our campaign had to be launched without the use of Branded keywords, because for the first 10 days of July, these keywords supported a different product – that was ours Client priority. This challenge was overcome. Despite the fact we managed to reduce the cost per click by 38%, more over, the conversion cost was lowered by 50%. This was reached by successful campaign optimization, that included a use of wider range of generic keywords, related to house and flat insurance. They proved to be deliver conversions. Second phase Thanks to the effective optimization that was undertaken in the first phase of the campaign, and the gradual implementation of branded keywords in the second phase, we have noted a 58% increase in the number of conversions driven, on the 6th week of campaign activity. One the most important functions that was implemented in the first phase included a use of specific traffic codes, enabling tracking, the best performing keywords. Hence this gave us a chance to recognize and track keywords that delivered conversions of the highest acceptance level. After phase 1 with have aggregated enough data, to manage optimize our campaign to a more effective level. Mobile campaign In order to extract the maximum potential of the mobile campaign, we have recommended creation and use of a dedicated phone number. This enabled launching and tracking click to call ads. The goal of this action was to encourage users to contact Aviva directly, without the need of filling in the contact form. This was a step to comfort our potential clients in getting the information they require, on the step of becoming our client. The number of driven calls was even to number of completed forms. Click to call ads proved their effectiveness by generating a CTR that was 13,5% higher than standard ads. To maximize the effectiveness of campaigns performance we used one tracking system to measure the effect of all online mediums. A unique order ID was given to each conversion, and sent to the client who confirmed their status (rejection, sold). This gave a strong in-depth understanding of our campaigns performance, and the optimization route we’ve went through. The daily budget was dynamically adjusted to extract the maximum of the search engine potential.
- http://vimeo.com/32853631