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Content Distribution
   Case Studies
                presented by:
                  Bill Flitter
                CEO/Founder



 bill@dlvr.it    888.495.8384    @bflitter




                                             1
Content Distribution Case Studies


        Bing acquires new users with curation and distribution


        Video & whitepaper repackaging and distribution


        Real-time content recycling, distribution and retargeting


        Cisco acquires new followers, fans, and subscribers with
        an earned to paid media strategy




                                                                    2
Bing Objectives
      Increase perception that Bing
      “Helps people make decisions”

      Associate the Bing brand with relevant content:
      Entertainment, Music and Sports

      Tie to trending topics to capitalize on heightened
      user interest in certain content




                                                           3
Solution: Dynamic Curation & Distribution



               Negative Keyword Filters




                                          4
User Experience




                  5
Bing Objectives
      Increase perception that Bing
      “Helps people make decisions”

      Associate the Bing brand with
      relevant content: Entertainment,
      Music and Sports

      Tie to trending topics to
      capitalize on heightened user
      interest in certain content




                                         6
Results
  0.250%




  0.200%




  0.150%


                                                                                                                    Entertainment
  0.100%                                                                                                            Sports
                                                                                                                    Total


  0.050%




  0.000%
                 Nov 2               Nov 11                Nov 12               Nov 17               Nov 22

           White Background & Increased Frame Speed   Dedicated Frame 3   Weighted delivery to   Optimizations on
                Art Desc                                                   white background           Sports




                                                                                                                                7
Results




 • Entertainment CTR peaked dramatically at lunchtime
 • Top Performing Categories: Movie Listings, Theater Showtime's, TV
   Shows, Writers Resources and Crafts


                                                                       8
Results




   • CTR peaked on weekends, when sports are top of mind and
     viewership is high
   • Top Performing Categories: Basketball, Outdoors, Surf and
     Swim, Motor Sports and Winter Sports


                                                                 9
Schneider Electric Objective
      To increase awareness, consideration and content
      engagement with videos and whitepapers




                                                     10
11
User Experience




                  12
Schneider Electric Objectives
          To increase awareness, consideration and content
          engagement with videos and whitepapers




                                   • Whitepaper was
                                     repacked as an
                                     advertorial
 • Large video image with text     • Several snippets of
   description                       content were rotated
 • Entire video was                • Entire whitepaper was
   syndicated, not a pre-roll ad     accessed on Schneider
 • User initiated play               website
                                                             13
Results

     Content was viewed over 1M times


     Click through to access more video content
     was over .6%

     Advertorials had highest engagement at 1.5%




                                                   14
Groupon Objectives
      Increase awareness of deal content to specific
      GEO locations


      Retarget non-buyers with a follow-on deal




                                                       15
Transition to Repackage Deal Content




   Typical Groupon Ad   Real-time dynamic
                        deal distribution




                                            16
17
User Experience




             Non-buyers
             retargeted
             with different
             offer content


                              18
Results




     •    200% lift in conversion with dynamic content vs.
          generic offer
     •    Prospects from dynamic creative consumed more
          content on the Groupon website




                                                             19
Results                                   Conversion Rate
                                          By Creative Type
                            0.050%
                                                                         0.041%
          Conversion Rate   0.040%

                            0.030%
                                                        0.024%

                            0.020%
                                       0.013%
                            0.010%

                            0.000%
                                     Static Banner   Dynamic ROE     Dynamic Channel
                                                     Creative Type


                            Dynamic Channel saw 213% lift in conversion
                            over static ad




                                                                                       20
Cisco Objectives
      Reach tech & biz decision makers through high
      SOV placements with relevant biz & tech sites

      Drive qualified traffic to Cisco’s social media
      landing page to increase content engagement
      (Blogs, video, Twitter and Facebook)




                                                        21
22
Cisco Objectives
                                Drive qualified traffic to
     Reach tech & biz
                                Cisco’s social media
     decision makers through
                                landing page to increase
     high SOV placements
                                content engagement
     with relevant biz & tech
                                (Blogs, video, Twitter, Fa
     sites
                                cebook)




                                                       23
Results

     Twitter content was interacted with over 2M times


     Advertorials had highest engagement at 2.5%


     Engagement end being equal across all
     Twitter handles




                                                         24
What did we learn?



                     25
Key Takeaways
  The right content to the right audience increases lift


  Time of day plays a role in engagement

  Day of week is an important consideration for
  engagement with different types of content

  Advertorials placed in-stream have highest
  engagement

  No Significant difference in engagement of owned vs.
  curated content
                                                           26
Thank You
                Bill Flitter
               CEO/Founder




bill@dlvr.it    888.495.8384   @bflitter




                                           27

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Bill flitter content marketing now conf_2012_dlvrit_distribution case study_day2

  • 1. Content Distribution Case Studies presented by: Bill Flitter CEO/Founder bill@dlvr.it 888.495.8384 @bflitter 1
  • 2. Content Distribution Case Studies Bing acquires new users with curation and distribution Video & whitepaper repackaging and distribution Real-time content recycling, distribution and retargeting Cisco acquires new followers, fans, and subscribers with an earned to paid media strategy 2
  • 3. Bing Objectives Increase perception that Bing “Helps people make decisions” Associate the Bing brand with relevant content: Entertainment, Music and Sports Tie to trending topics to capitalize on heightened user interest in certain content 3
  • 4. Solution: Dynamic Curation & Distribution Negative Keyword Filters 4
  • 6. Bing Objectives Increase perception that Bing “Helps people make decisions” Associate the Bing brand with relevant content: Entertainment, Music and Sports Tie to trending topics to capitalize on heightened user interest in certain content 6
  • 7. Results 0.250% 0.200% 0.150% Entertainment 0.100% Sports Total 0.050% 0.000% Nov 2 Nov 11 Nov 12 Nov 17 Nov 22 White Background & Increased Frame Speed Dedicated Frame 3 Weighted delivery to Optimizations on Art Desc white background Sports 7
  • 8. Results • Entertainment CTR peaked dramatically at lunchtime • Top Performing Categories: Movie Listings, Theater Showtime's, TV Shows, Writers Resources and Crafts 8
  • 9. Results • CTR peaked on weekends, when sports are top of mind and viewership is high • Top Performing Categories: Basketball, Outdoors, Surf and Swim, Motor Sports and Winter Sports 9
  • 10. Schneider Electric Objective To increase awareness, consideration and content engagement with videos and whitepapers 10
  • 11. 11
  • 13. Schneider Electric Objectives To increase awareness, consideration and content engagement with videos and whitepapers • Whitepaper was repacked as an advertorial • Large video image with text • Several snippets of description content were rotated • Entire video was • Entire whitepaper was syndicated, not a pre-roll ad accessed on Schneider • User initiated play website 13
  • 14. Results Content was viewed over 1M times Click through to access more video content was over .6% Advertorials had highest engagement at 1.5% 14
  • 15. Groupon Objectives Increase awareness of deal content to specific GEO locations Retarget non-buyers with a follow-on deal 15
  • 16. Transition to Repackage Deal Content Typical Groupon Ad Real-time dynamic deal distribution 16
  • 17. 17
  • 18. User Experience Non-buyers retargeted with different offer content 18
  • 19. Results • 200% lift in conversion with dynamic content vs. generic offer • Prospects from dynamic creative consumed more content on the Groupon website 19
  • 20. Results Conversion Rate By Creative Type 0.050% 0.041% Conversion Rate 0.040% 0.030% 0.024% 0.020% 0.013% 0.010% 0.000% Static Banner Dynamic ROE Dynamic Channel Creative Type Dynamic Channel saw 213% lift in conversion over static ad 20
  • 21. Cisco Objectives Reach tech & biz decision makers through high SOV placements with relevant biz & tech sites Drive qualified traffic to Cisco’s social media landing page to increase content engagement (Blogs, video, Twitter and Facebook) 21
  • 22. 22
  • 23. Cisco Objectives Drive qualified traffic to Reach tech & biz Cisco’s social media decision makers through landing page to increase high SOV placements content engagement with relevant biz & tech (Blogs, video, Twitter, Fa sites cebook) 23
  • 24. Results Twitter content was interacted with over 2M times Advertorials had highest engagement at 2.5% Engagement end being equal across all Twitter handles 24
  • 25. What did we learn? 25
  • 26. Key Takeaways The right content to the right audience increases lift Time of day plays a role in engagement Day of week is an important consideration for engagement with different types of content Advertorials placed in-stream have highest engagement No Significant difference in engagement of owned vs. curated content 26
  • 27. Thank You Bill Flitter CEO/Founder bill@dlvr.it 888.495.8384 @bflitter 27