+ User-centric digital advertising with Google AdWords enhanced campaigns + Consolidation in buying technology platforms + Challenges & opportunities in mobile marketing + Integration of social & local approaches

1. Google & User-Centric
Technology As User-Centric Enabler
Mobile & Social Advertising Challenges

2. Thank you Google
Thank you to you and your
successful companies who believe in
us and invest massively on Google
so you‟re a little bit at home here :-)
2nd half of the chessboard

3. Software Mobile is eating the world

6. Mobile First

11. Mobile First
Money In

12. What about Google?

13. Enhanced campaigns?
Devices
Time of the day
Location

14. How was it before?
One Desktop Campaign
One Tablet Campaign
One Smartphone Campaign

15. How was it before?
One Desktop Campaign
Settings (language, location, …); Daily budget, Ad Groups with keywords
and specific ads and landing pages
One Tablet Campaign
Settings (language, location, …); Daily budget, Ad Groups with keywords
and specific ads and landing pages
One Smartphone Campaign
Settings (language, location, …); Daily budget, Ad Groups with keywords
and specific ads and landing pages

16. How is it now?
One Desktop Campaign
One Tablet Campaign
One Smartphone Campaign

17. How is it now?
One [Desktop+Tablet] Campaign
Smartphone
One Tablet Campaign
One Smartphone Campaign

18. How is it now?
One [Desktop+Tablet] Campaign
Smartphone
In common
Settings (language, location, …);
Daily budget;
Ad Groups with keywords;
Not in common
Specific ads [Desktop + Tablet] and landing pages
Specific ads [Mobile] and landing pages

19. How is it now?
One [Desktop+Tablet] Campaign
Smartphone
Bidding strategy flexibility
Device targeting
Time scheduling
Location targeting
Global settings
Bidding Adjustment

20. How is it now?
One [Desktop+Tablet] Campaign
Smartphone
Ad extensions flexibility
@ Ad Group Level
Time scheduling
Mobile preferred or not

21. How is it now?
One [Desktop+Tablet] Campaign
Smartphone
Ad extensions overview
Sitelinks
Apps
Review
Social
Call
Location
Product
Dynamic Search Ad

22. How is it now?
One [Desktop+Tablet] Campaign
Smartphone
Ad extensions overview
Sitelinks
Apps
Review
Social
Call
Location
Product
Dynamic Search Ad

23. How is it now?
One [Desktop+Tablet] Campaign
Smartphone
Ad extensions flexibility
@ Ad Group Level
Campaign
Ad groups
Ads
iPhone
Ad: iPhone 5S
Time scheduling
iPhone 5S
Mobile preferred or not
iPhone 5C
Sitelinks 5S
Ad: iPhone 5C
Sitelinks 5C
0h
9h
Call Extension
17h
23h

24. How is it now?
One [Desktop+Tablet] Campaign
Smartphone
Traffic breakdown
Desktop
Tablet
Smartphone
Conversion Rate
85%
1%
11%
4%
0,70%
0,15%

25. How is it now?
One [Desktop+Tablet] Campaign
Smartphone
Traffic breakdown
Desktop
Tablet
Smartphone
Conversion Rate
85%
1%
11%
4%
0,70%
0,15%

26. How is it now?
One [Desktop+Tablet] Campaign
100% Desktop
Enhanced – Desktop+Tablet
100.000€ budget
100.000€ budget
88.500€
1%
1%
Conv Rate
Conv Rate
885 Sales
1.000 Sales
1.000 Sales
11.500€
0,70%
81 Sales
966 Sales
-3,4%
Conv Rate

27. So What?
Pro’s
All-in-1
More options
More flexibility
Con’s
Increased workload
more setups more monitoring more reporting
Forced to include tablet

28. 1
Re-think our
campaigns to
match user
expectation
2
Re-think our
user experience
and its device
engagement

29. Technology

31. Search Term
Pay for what you get revolution
CPC model
Keyword based

32. Context Matching
Keyword based:
=> matching any page on the web
But still very traditional…

33. Audience Matching
Cookies: matching browser history
Login: Facebook, Google, Twitter,
Linkedin

34. Audience Matching
Matching people not website content
• Interest Based Targeting
• Affinity Targeting
• Profile Targeting
• Remarketing

35. Programmatic and Real-Time Bidding
Birth of online self-service platforms
replacing traditional sales/work-force
To compete with Google and likes:
«Dans nos métiers, il faut savoir se réinventer tous
les quatre à cinq ans», reconnaît Cyril
Zimmermann, PDG de Hi-Media. Pour opérer
cette mutation, le groupe a renouvelé environ
30 % des 500 salariés pour mettre l'accent sur les
ingénieurs.

36. Measurement
Attribution

39. Message Objective
S
I
M
P
L
E
E
N
G
A
F
G
U
E
&
N
M
E
E
N
A
T
S
Y
Channels
Devices
Audiences
Measure
Search
S
A
L
E
S
U
P
S
E
L
L
R
E
T
E
N
T
I
O
N
Audience
A
Display
Video
Audience
B
Rmkt
&
Attribution
Apps
Audience
N
Affiliation
Email
TECHNOLOGY
PEOPLE

40. 1
Better user-targeting

41. 3. Mobile & Social Advertising Challenges

42. Find some break (video)
http://www.youtube.com/watch?v
=jdpQir1sqiQ

43. Social & Mobile Advertising Challenges
Ad Formats - Native advertising
Location - Mobile advertising
Login – Cross devices targeting

44. Social & Mobile Advertising Challenges
Ad Formats - Native advertising
Native advertising?
“is a web advertising method in which the
advertiser attempts to gain attention by
providing content in the context of the user's
experience. Native ad formats match both
the form and the function of the user
experience in which it is placed.”
Wikipedia

45. Native Advertising?
See
the
difference?

46. Native Advertising Examples
See
any
difference?

47. Native Advertising Examples
See
any
difference?

48. Native Advertising All-in!

49. Native Advertising All-in!

50. Native Advertising All-in!
Promoted Places
Sponsored
Promoted Videos
Sponsored Links
Sponsored Update
Promoted Pin
Sponsored Ads
Promoted Tweet

51. Social & Mobile Advertising Challenges
Location - Mobile advertising
Mobile
Social
Mobile
Social
Mobile + Desktop
Social
Mobile + Desktop
Mobile + Desktop
/
Social
Mobile + Desktop
Social
Mobile + Desktop
Social
Mobile
Social

52. So What?
1
It‟s all about advertising business model
2
It‟s mobile focused
3
It‟s open, self-service advertising
It‟s Programmatic & Real-Time-Bidding
4
It‟s easy set-up creatives
5
It‟s clicking!

53. Social & Mobile Advertising Challenges
Login – Cross devices targeting
Browser
vs
User

54. Social & Mobile Advertising Challenges
Login – Cross devices targeting
Browser
Cookies
vs
User
Login
No Personnal Info
Personnal Info
No cross devices
Cross devices
Browser history
Login history
Risk of multiple users
Single user
„‟Everybody‟‟
„‟Only sign-in user‟‟

55. Social & Mobile Advertising Challenges
Login – Cross devices targeting

56. So What?
1
Data Volume
2
Data Accuracy
3
Performance
4
Cross Platforms?
5
Publishers?

57. Time to wrap-up

58. 1
Mobile impact on Google & Facebook
Internet is more than one screen = desktop
2
Google & user-centric
Advanced features and targeting options
3
Technology as user-centric enabler
Taking shape
4
Mobile & Social Advertising Challenges
Have embraced advertising

59. Thank you Google
Thank you to you and your
successful companies who believe in
us and invest massively on Google
so you‟re a little bit at home here :-)
2nd half of the chessboard