Learnings from
discovery & engagement campaigns
CONTENT OVERVIEW
• Quick intro to Marin & Deezer
• International Carousel Ads Test
• Video Ad Test
• Instagram Beta
Who is Marin Software?
4
Marin at a Glance
Leading Ad Cloud enabling audiences across search, social and display
$7.2
Billion
Ad spend managed,10...
5
Where Advertising Starts
Search Social Display
6
A Problem Exists…
Search Social Display
7
Our Vision - Audience Marketing Suite
Search Social Display
8
Our Vision - Audience Marketing Suite
Search Social Display
9
awarenessreach
Grow Your Facebook, Twitter and Instagram Programs All Within One Platform
§ Scale your social advertisin...
2015
Who	is Deezer?
2015
Deezer	is	the	World’s	
2nd	Largest	Paid	Streaming	Music	Service
countries
18O+
talk shows and podcasts
40k+
music tracks
3...
Carousel Ads
International Test
2015
Creation of imagery to
showcase the DEEZER
app & music offerings.
3 different types of
creative.
STORYTELLING
GENERIC...
2015
Story-telling
Ad featured CDs stacked
high, capturing the vast
number of tracks Deezer
offers to subscribers
Facebook...
2015
Music Types: Rock, Jazz or Electronic.
These got the best CPAs in the Brazilian market.
Facebook Carrousel Ads
Generic creative: Capturing the vast selection of tracks Deezer
offers to subscribers. This got the best CPAs in the Frenc...
BRAZIL
50% decrease in cost per
account signup, 60% lower
cost per app install on
Android, 40% lower cost per
app install ...
Carrousel Ads – Where they worked
Highly Engaging Carrousel Format was launched in 4 key markets with different results in...
Carrousel Ads – Where they didn´t work
Highly Engaging Carrousel Format was launched in 4 key markets with different resul...
Carousel Ads – Optimization Ideas
2015
1. Targets commuters 2. Displayed before 12am 3. Displayed after 4pm
Carousel Ads – Main Takeaways
One strategy will not necessarily have the same results
across all markets.
Test out new str...
Testing Video Ads
Video Ads
Format
Short video (only 11 seconds)
adapted to local German audience
Video Ads
Format
Short video (only 11 seconds)
adapted to local German audience
Call to action integrated directly in
the ...
Video Ads
Format
Short video (only 11 seconds)
adapted to local German audience
Call to action integrated directly in
the ...
Video Ads
66%
lower CPV
72%
Lower CP
Video view 95%
Performance After Marin Social
Optimizations
To improve CP Video View,...
Video Ads – Main Takeaways
Video on Facebook is great.
But success depends on your chosen targets.
Ask yourself: Does this...
Being early adaptors on
Instagram
Challenges
§ The UK market is highly competitive and it is
difficult to drive high volume at acceptable
costs
Instagram
Challenges
§ The UK market is highly competitive and it is
difficult to drive high volume at acceptable
costs
Solution
§ L...
Challenges
§ The UK market is highly competitive and it is
difficult to drive high volume at acceptable
costs
Solution
§ L...
Instagram Ads – Main Takeaways
Be not afraid being an early adaptor.
Less competition. Prime to be first!
Visibility for l...
Questions?
Thank You !
Ombline de Coriolis, Deezer: @odecoriolis
Andrea Ramponi, Marin Software: @MarinSoftwareDE
ENGAGEMENT, CUSTOMER CARE UND CUSTOMER ACQUISITIONEN – WIE DEEZER FANS EROBERT UND KUNDEN GEWINNT #AFBMC
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ENGAGEMENT, CUSTOMER CARE UND CUSTOMER ACQUISITIONEN – WIE DEEZER FANS EROBERT UND KUNDEN GEWINNT #AFBMC

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Vortrag von ANDREA RAMPONI und OMBLINE DE CORIOLIS auf der AllFacebook Marketing Conference in Berlin 2015.

Mehr Informationen:
http://conference.allfacebook.de/session/engagement-customer-care-und-customer-acquisitionen-wie-deezer-fans-erobert-und-kunden-gewinnt/

Veröffentlicht in: Marketing
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ENGAGEMENT, CUSTOMER CARE UND CUSTOMER ACQUISITIONEN – WIE DEEZER FANS EROBERT UND KUNDEN GEWINNT #AFBMC

  1. 1. Learnings from discovery & engagement campaigns
  2. 2. CONTENT OVERVIEW • Quick intro to Marin & Deezer • International Carousel Ads Test • Video Ad Test • Instagram Beta
  3. 3. Who is Marin Software?
  4. 4. 4 Marin at a Glance Leading Ad Cloud enabling audiences across search, social and display $7.2 Billion Ad spend managed,10% of total spend on Google Worldwide 66% US vs 34% int’l revenue split $99.4 Million 2014 revenue 2014 Non- GAAP Gross Profit Margin 67% #1 SaaS Ad Cloud Global leader in search, only independent vendor to combine search, social and display through synchronous audiences 38% of Fortune 100 use Marin
  5. 5. 5 Where Advertising Starts Search Social Display
  6. 6. 6 A Problem Exists… Search Social Display
  7. 7. 7 Our Vision - Audience Marketing Suite Search Social Display
  8. 8. 8 Our Vision - Audience Marketing Suite Search Social Display
  9. 9. 9 awarenessreach Grow Your Facebook, Twitter and Instagram Programs All Within One Platform § Scale your social advertising programs across Facebook,Twitter, and Instagram all within one platform § Organize objective using cross-channelmedia plans, or separately for easy side-by-side comparison New!
  10. 10. 2015 Who is Deezer?
  11. 11. 2015
  12. 12. Deezer is the World’s 2nd Largest Paid Streaming Music Service countries 18O+ talk shows and podcasts 40k+ music tracks 35m+ paying subscribers 6m+ 2015
  13. 13. Carousel Ads International Test
  14. 14. 2015 Creation of imagery to showcase the DEEZER app & music offerings. 3 different types of creative. STORYTELLING GENERIC MUSIC TYPES Facebook Carrousel Ads
  15. 15. 2015 Story-telling Ad featured CDs stacked high, capturing the vast number of tracks Deezer offers to subscribers Facebook Carrousel Ads
  16. 16. 2015 Music Types: Rock, Jazz or Electronic. These got the best CPAs in the Brazilian market. Facebook Carrousel Ads
  17. 17. Generic creative: Capturing the vast selection of tracks Deezer offers to subscribers. This got the best CPAs in the French market. Facebook Carrousel Ads 2015
  18. 18. BRAZIL 50% decrease in cost per account signup, 60% lower cost per app install on Android, 40% lower cost per app install on iOS Carrousel Ads – Where they worked Highly Engaging Carrousel Format was launched in 4 key markets with different results in each country 2015
  19. 19. Carrousel Ads – Where they worked Highly Engaging Carrousel Format was launched in 4 key markets with different results in each country France 30% lower cost per app install, 2x increase in click through rate, 50% decrease in cost per click 2015
  20. 20. Carrousel Ads – Where they didn´t work Highly Engaging Carrousel Format was launched in 4 key markets with different results in each country UK & GERMANY CPCs were higher while CVR remained the same as classic ad format, resulting in overall higher costs 2015
  21. 21. Carousel Ads – Optimization Ideas 2015 1. Targets commuters 2. Displayed before 12am 3. Displayed after 4pm
  22. 22. Carousel Ads – Main Takeaways One strategy will not necessarily have the same results across all markets. Test out new strategies and formats across multiple markets to see how they perform locally. 2015
  23. 23. Testing Video Ads
  24. 24. Video Ads Format Short video (only 11 seconds) adapted to local German audience
  25. 25. Video Ads Format Short video (only 11 seconds) adapted to local German audience Call to action integrated directly in the video, with different App Store Logos.
  26. 26. Video Ads Format Short video (only 11 seconds) adapted to local German audience Call to action integrated directly in the video, with different App Store Logos. Final shot with clearly visible brand logo.
  27. 27. Video Ads 66% lower CPV 72% Lower CP Video view 95% Performance After Marin Social Optimizations To improve CP Video View, campaign targeting was shifted to 18 to 50 year olds in Germany who like heavy metal and rock music on Android devices. Automatic optimization rules were used to save time and increase performance across video view KPIs.
  28. 28. Video Ads – Main Takeaways Video on Facebook is great. But success depends on your chosen targets. Ask yourself: Does this channel help me reach my targets within the cost limitations? 2015
  29. 29. Being early adaptors on Instagram
  30. 30. Challenges § The UK market is highly competitive and it is difficult to drive high volume at acceptable costs Instagram
  31. 31. Challenges § The UK market is highly competitive and it is difficult to drive high volume at acceptable costs Solution § Leverage Instagram to reach new audience segments and increase visibility § Witty copy with eye-catching visuals to increase CTR § Early adoption has helped gain traction in the market Instagram
  32. 32. Challenges § The UK market is highly competitive and it is difficult to drive high volume at acceptable costs Solution § Leverage Instagram to reach new audience segments and increase visibility § Witty copy with eye-catching visuals to increase CTR § Early adoption has helped gain traction in the market Instagram
  33. 33. Instagram Ads – Main Takeaways Be not afraid being an early adaptor. Less competition. Prime to be first! Visibility for less money. 2015
  34. 34. Questions?
  35. 35. Thank You ! Ombline de Coriolis, Deezer: @odecoriolis Andrea Ramponi, Marin Software: @MarinSoftwareDE

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