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

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

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The recipe for a successful digital marketing campaign is built around 5 key ingredients. Learn from PointRoll and Empower MediaMarketing how a leading retailer has crafted innovative, integrated digital campaigns using these 5 key ingredients to create more relevant and actionable consumer experiences.

The recipe for a successful digital marketing campaign is built around 5 key ingredients. Learn from PointRoll and Empower MediaMarketing how a leading retailer has crafted innovative, integrated digital campaigns using these 5 key ingredients to create more relevant and actionable consumer experiences.

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

  1. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 11. Case Study: Meijer - Syndicating the Circular A Dash of “Distribution” Meijer thinks BIG with digital billboards featuring local deals! 12
  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. 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. 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. 15. Creative Give Consumers What They Want 16
  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. 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. 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. 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. 20. Distribution No Channels: Your Brand… Everywhere 21
  21. 21. Distribution No Channels: Your Brand… Everywhere 22
  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. 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. 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. 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. 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. 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. 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. 29. Thanks! 30

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