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A Recipe for Success:
5 key Ingredients for an Integrated Digital
       Display Marketing Campaign


Jim Price                  Cat Spurway-Hepler
President & CEO            SVP, Strategy & Marketing
Empower MediaMarketing     PointRoll
@EmpowerMM                 @PointRoll



                                                       1
Niemen Marcus Chocolate Chip Cookies
       Grab a piece of paper, your iPad, iPhone…
   1/2 cup unsalted butter
   1 cup packed brown sugar
   3 tablespoons white sugar
   1 egg
   2 teaspoons vanilla extract
   1 3/4 cups all-purpose flour
   1/2 teaspoon baking soda
   1/2 teaspoon baking powder
   1/2 teaspoon salt
   1 1/2 teaspoons instant espresso coffee powder
   1 1/2 cups semisweet chocolate chips

   Preheat oven to 375 degrees
   Cream together butter, brown and white sugar, beat in egg and vanilla. Add flour, baking soda,
   baking powder, salt and espresso powder; stir into the creamed mixture. Finally, stir in the
   chocolate chips.
   Drop dough by tablespoonfuls onto a greased cookie sheet
   Bake for 8 to 10 minutes




                                                                                                    2
A Recipe for Success:
5 key Ingredients for an Integrated Digital
       Display Marketing Campaign


Jim Price                  Cat Spurway-Hepler
President & CEO            SVP, Strategy & Marketing
Empower MediaMarketing     PointRoll
@EmpowerMM                 @PointRoll



                                                       3
We’ll Cover 3 Things



1. The 5 Ingredients for Digital Success

2. How Brands are Applying the 5 Ingredients

3. Key Questions to Find the Right Recipe for Your Brand




                                                           4
The 5 Ingredients for Digital Marketing Success

1. Audience : Who are you serving?

2. Data: What’s on the menu?

3. Creative: We eat with our eyes first!

4. Distribution: For here or to go?

5. Performance: 5 Star or Flop?



                                                  5
Make the Most Out Of Every Impression



                                          Audience

                                    Audience Understanding
                                     & Knowledge, Finding
                                         More Targets
                Data                                                  Creative

               Relevant Data Driven Ads              Engaging and Higher Impact
               with Audience-specific                Ads, Interactive Functionality
               Messaging Based on BT,                and Feature-Rich Creative
               Geo, Demo and More

                                          Distribution




                                          Performance


                                                                                      6
Make the Most Out Of Every Impression



                                           Audience

                                    Audience Understanding
                                     & Knowledge, Finding
                                         More Targets
                Data                                                   Creative

               Relevant Data Driven Ads               Engaging and Higher Impact
               with Audience-specific                 Ads, Interactive Functionality
               Messaging Based on BT,                 and Feature-Rich Creative
               Geo, Demo and More

                                          Distribution




                                          Performance


                                                                                       7
Audience      Find Your Audience, Reach More of Your Audience


                                                      Understand
                                                      Your Audience
                                    Find and
                                    Reach More
                                    of Your
                                    Audience

      People, Not Just Places




    Key Questions:
     • Is your audience more than an execution target?
     • Which tools/partners could you be using?
     • Are you prepared to be OBA compliant?
     • Are you considering contextual and intent?


                                                                      8
Make the Most Out Of Every Impression



                                           Audience

                                    Audience Understanding
                                     & Knowledge, Finding
                                         More Targets
                Data                                                   Creative

               Relevant Data Driven Ads               Engaging and Higher Impact
               with Audience-specific                 Ads, Interactive Functionality
               Messaging Based on BT,                 and Feature-Rich Creative
               Geo, Demo and More

                                          Distribution




                                          Performance


                                                                                       9
Data      When You Find Them, Give Them What They Want




  Key Questions:
       Do your audience insights influence your message?
       Are you considering the environment where media is being consumed?
       Do your success metrics tell the whole story?



                                                                            11
Case Study: Meijer - Syndicating the Circular




                              A Dash of
                            “Distribution”
                Meijer thinks BIG with digital billboards
                          featuring local deals!
                                                            12
Make the Most Out Of Every Impression



                                           Audience

                                    Audience Understanding
                                     & Knowledge, Finding
                                         More Targets
                Data                                                   Creative

               Relevant Data Driven Ads               Engaging and Higher Impact
               with Audience-specific                 Ads, Interactive Functionality
               Messaging Based on BT,                 and Feature-Rich Creative
               Geo, Demo and More

                                          Distribution




                                          Performance


                                                                                       13
Creative           Use Creative to Engage




                                                                                          Interactive Experience
High Impact Executions/       Highly interactive non-     Dynamic: XML, Offers, Ad
                                                                                          and Engagement
Page Takeovers                expanding rich media        Versioning, Landing Pages




    Photo Upload          Expandables with Multiple     Interactivity ,Gaming,        Integrated/Synched Video
                                  Videos                Data Entry



                          Click the images above to experience the value of creative

                                                                                                                   14
Creative      Give Consumers What They Want

    Key Questions:

           Do you have dynamic assets available?

           Are you giving them a reason to engage?

           Are you thinking beyond the click?

           Does every impression make an impression




                                                      15
Creative   Give Consumers What They Want




                                           16
Make the Most Out Of Every Impression



                                           Audience

                                    Audience Understanding
                                     & Knowledge, Finding
                                         More Targets
                Data                                                   Creative

               Relevant Data Driven Ads               Engaging and Higher Impact
               with Audience-specific                 Ads, Interactive Functionality
               Messaging Based on BT,                 and Feature-Rich Creative
               Geo, Demo and More

                                          Distribution




                                          Performance


                                                                                       17
Distribution   No Channels: Your Brand… Everywhere

  PC Rich Media/Display       Online Circular        Facebook




           iPad
                     Mobile App    Mobile Site   Digital Out of Home




                                                                       18
Distribution   No Channels: Your Brand… Everywhere

  PC Rich Media/Display       Online Circular        Facebook




           iPad
                     Mobile App    Mobile Site   Digital Out of Home




                                                                       19
Distribution   No Channels: Your Brand… Everywhere


        Key Questions:
           Are you extending beyond the desktop?
           Are you testing new digital channels?
           Do you consider mobile “display”?




 www.NoChannels.com




                                                     20
Distribution   No Channels: Your Brand… Everywhere




                                                     21
Distribution   No Channels: Your Brand… Everywhere




                                                     22
Make the Most Out Of Every Impression



                                          Audience

                                    Audience Understanding
                                     & Knowledge, Finding
                                         More Targets
                Data                                                  Creative

               Relevant Data Driven Ads              Engaging and Higher Impact
               with Audience-specific                Ads, Interactive Functionality
               Messaging Based on BT,                and Feature-Rich Creative
               Geo, Demo and More

                                          Distribution




                                          Performance


                                                                                      23
Performance   Measuring the Impact of Display



      Key Questions:
          Are you looking at and measuring your digital
          investments holistically?
          Are you measuring success based on the last click?
          Are you measuring site-side activity?




                                                               24
Performance   Measuring the Impact of Display

   Giving Proper Credit to Display + Search
     • A consumer saw a display ad, then searched on Google or Yahoo,
       then booked an appointment
     • 16% of people who booked an appointment saw a display ad
       before they made a search




                                                                        25
SUPERVALU Drives Conversion with Localized Expandable Ad Campaign


Challenge:
• Reach consumers where they are – online – and drive in
  store to increase sales

Strategy:
• Test rich media ads with dynamic and local content
• Evaluate richer, expandable format versus standard ads
• Evaluate how various audience segments perform

Result:
Overall increase in in-store sales during the three-month
campaign period and expandable, localized eCircular
ads significantly outperformed the non-expanding
Flash ads:

•   9% increase in dollar sales with digital
•   17 % incremental sales lift among rich media
    exposed households compared with a 5%
    standard ad lift
•   10x return on media investment
•   Led to better understanding of customer segments


                       * Study conducted by Nielsen

                                                                    26
Create, Connect, Convert




                                                  Social/        In Stream
                                                 Facebook          Video
       PC                 Mobile, iPad                                           Digital OOH




                                                DATA                           CREATIVE
        AUDIENCE /                       Promotions, Messaging                  ASSETS
      TARGETING INFO                        Products, Offers,                Elements, Features,
        Open, Agnostic,                     Inventory Feeds                     Functionality
           Targeted




                                                                                                   27
Connect with Us!




 Jim Price                    Cat Spurway-Hepler
    @EmpowerMM                   @PointRoll
    www.EmpowerMM.com            www.pointroll.com
    www.NoChannels.com           blog.PointRoll.com
    jim.price@EmpowerMM.com      cspurway@pointroll.com



                                                          28
Next PointRoll Webinar:
 “OBA Compliance Demystified: Easy
 Solutions for Compliant Campaigns”

     Hosted by TRUSTe and PointRoll
Register: tinyurl.com/PointRollOBAWebinar
             March 24, 2010



                                            29
Thanks!




          30

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A Recipe for Success: 5 key ingredients for an integrated digital display marketing campaign

  • 1. A Recipe for Success: 5 key Ingredients for an Integrated Digital Display Marketing Campaign Jim Price Cat Spurway-Hepler President & CEO SVP, Strategy & Marketing Empower MediaMarketing PointRoll @EmpowerMM @PointRoll 1
  • 2. Niemen Marcus Chocolate Chip Cookies Grab a piece of paper, your iPad, iPhone… 1/2 cup unsalted butter 1 cup packed brown sugar 3 tablespoons white sugar 1 egg 2 teaspoons vanilla extract 1 3/4 cups all-purpose flour 1/2 teaspoon baking soda 1/2 teaspoon baking powder 1/2 teaspoon salt 1 1/2 teaspoons instant espresso coffee powder 1 1/2 cups semisweet chocolate chips Preheat oven to 375 degrees Cream together butter, brown and white sugar, beat in egg and vanilla. Add flour, baking soda, baking powder, salt and espresso powder; stir into the creamed mixture. Finally, stir in the chocolate chips. Drop dough by tablespoonfuls onto a greased cookie sheet Bake for 8 to 10 minutes 2
  • 3. A Recipe for Success: 5 key Ingredients for an Integrated Digital Display Marketing Campaign Jim Price Cat Spurway-Hepler President & CEO SVP, Strategy & Marketing Empower MediaMarketing PointRoll @EmpowerMM @PointRoll 3
  • 4. We’ll Cover 3 Things 1. The 5 Ingredients for Digital Success 2. How Brands are Applying the 5 Ingredients 3. Key Questions to Find the Right Recipe for Your Brand 4
  • 5. The 5 Ingredients for Digital Marketing Success 1. Audience : Who are you serving? 2. Data: What’s on the menu? 3. Creative: We eat with our eyes first! 4. Distribution: For here or to go? 5. Performance: 5 Star or Flop? 5
  • 6. Make the Most Out Of Every Impression Audience Audience Understanding & Knowledge, Finding More Targets Data Creative Relevant Data Driven Ads Engaging and Higher Impact with Audience-specific Ads, Interactive Functionality Messaging Based on BT, and Feature-Rich Creative Geo, Demo and More Distribution Performance 6
  • 7. Make the Most Out Of Every Impression Audience Audience Understanding & Knowledge, Finding More Targets Data Creative Relevant Data Driven Ads Engaging and Higher Impact with Audience-specific Ads, Interactive Functionality Messaging Based on BT, and Feature-Rich Creative Geo, Demo and More Distribution Performance 7
  • 8. Audience Find Your Audience, Reach More of Your Audience Understand Your Audience Find and Reach More of Your Audience People, Not Just Places Key Questions: • Is your audience more than an execution target? • Which tools/partners could you be using? • Are you prepared to be OBA compliant? • Are you considering contextual and intent? 8
  • 9. Make the Most Out Of Every Impression Audience Audience Understanding & Knowledge, Finding More Targets Data Creative Relevant Data Driven Ads Engaging and Higher Impact with Audience-specific Ads, Interactive Functionality Messaging Based on BT, and Feature-Rich Creative Geo, Demo and More Distribution Performance 9
  • 10. Data When You Find Them, Give Them What They Want Key Questions: Do your audience insights influence your message? Are you considering the environment where media is being consumed? Do your success metrics tell the whole story? 11
  • 11. Case Study: Meijer - Syndicating the Circular A Dash of “Distribution” Meijer thinks BIG with digital billboards featuring local deals! 12
  • 12. Make the Most Out Of Every Impression Audience Audience Understanding & Knowledge, Finding More Targets Data Creative Relevant Data Driven Ads Engaging and Higher Impact with Audience-specific Ads, Interactive Functionality Messaging Based on BT, and Feature-Rich Creative Geo, Demo and More Distribution Performance 13
  • 13. Creative Use Creative to Engage Interactive Experience High Impact Executions/ Highly interactive non- Dynamic: XML, Offers, Ad and Engagement Page Takeovers expanding rich media Versioning, Landing Pages Photo Upload Expandables with Multiple Interactivity ,Gaming, Integrated/Synched Video Videos Data Entry Click the images above to experience the value of creative 14
  • 14. Creative Give Consumers What They Want Key Questions: Do you have dynamic assets available? Are you giving them a reason to engage? Are you thinking beyond the click? Does every impression make an impression 15
  • 15. Creative Give Consumers What They Want 16
  • 16. Make the Most Out Of Every Impression Audience Audience Understanding & Knowledge, Finding More Targets Data Creative Relevant Data Driven Ads Engaging and Higher Impact with Audience-specific Ads, Interactive Functionality Messaging Based on BT, and Feature-Rich Creative Geo, Demo and More Distribution Performance 17
  • 17. Distribution No Channels: Your Brand… Everywhere PC Rich Media/Display Online Circular Facebook iPad Mobile App Mobile Site Digital Out of Home 18
  • 18. Distribution No Channels: Your Brand… Everywhere PC Rich Media/Display Online Circular Facebook iPad Mobile App Mobile Site Digital Out of Home 19
  • 19. Distribution No Channels: Your Brand… Everywhere Key Questions: Are you extending beyond the desktop? Are you testing new digital channels? Do you consider mobile “display”? www.NoChannels.com 20
  • 20. Distribution No Channels: Your Brand… Everywhere 21
  • 21. Distribution No Channels: Your Brand… Everywhere 22
  • 22. Make the Most Out Of Every Impression Audience Audience Understanding & Knowledge, Finding More Targets Data Creative Relevant Data Driven Ads Engaging and Higher Impact with Audience-specific Ads, Interactive Functionality Messaging Based on BT, and Feature-Rich Creative Geo, Demo and More Distribution Performance 23
  • 23. Performance Measuring the Impact of Display Key Questions: Are you looking at and measuring your digital investments holistically? Are you measuring success based on the last click? Are you measuring site-side activity? 24
  • 24. Performance Measuring the Impact of Display Giving Proper Credit to Display + Search • A consumer saw a display ad, then searched on Google or Yahoo, then booked an appointment • 16% of people who booked an appointment saw a display ad before they made a search 25
  • 25. SUPERVALU Drives Conversion with Localized Expandable Ad Campaign Challenge: • Reach consumers where they are – online – and drive in store to increase sales Strategy: • Test rich media ads with dynamic and local content • Evaluate richer, expandable format versus standard ads • Evaluate how various audience segments perform Result: Overall increase in in-store sales during the three-month campaign period and expandable, localized eCircular ads significantly outperformed the non-expanding Flash ads: • 9% increase in dollar sales with digital • 17 % incremental sales lift among rich media exposed households compared with a 5% standard ad lift • 10x return on media investment • Led to better understanding of customer segments * Study conducted by Nielsen 26
  • 26. Create, Connect, Convert Social/ In Stream Facebook Video PC Mobile, iPad Digital OOH DATA CREATIVE AUDIENCE / Promotions, Messaging ASSETS TARGETING INFO Products, Offers, Elements, Features, Open, Agnostic, Inventory Feeds Functionality Targeted 27
  • 27. Connect with Us! Jim Price Cat Spurway-Hepler @EmpowerMM @PointRoll www.EmpowerMM.com www.pointroll.com www.NoChannels.com blog.PointRoll.com jim.price@EmpowerMM.com cspurway@pointroll.com 28
  • 28. Next PointRoll Webinar: “OBA Compliance Demystified: Easy Solutions for Compliant Campaigns” Hosted by TRUSTe and PointRoll Register: tinyurl.com/PointRollOBAWebinar March 24, 2010 29
  • 29. Thanks! 30