How to utilize calculated properties in your HubSpot setups
Audience engagement across multiple customer moments - SES 2014
1. Ad Optimisation in
Multi-Channel Digital Advertising
Sam Fenton-Elstone
iCrossing
Head of Media
London • 10–13 February 2014 • #SESLON @SESConf
2. London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk
Ad Optimisation in multi-channel
digital advertising
3. London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk
Complex, marketing headache?
4. London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk
Search
Premium
Display
Shopping Feeds
Biddable
Media
In Game
Re-targeting
In App
Bought Social
5. London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk
By 2016 smart TV ownership will rise
From 5% to 66%
MediaTel, February 2013
6. London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk
75%
Percentage of Brits who watch TV with a second
device (smartphone & tablet) in hand
BSkyB & YouGov research, cited: http://www.guardian.co.uk/technology/appsblog/2012/oct/29/social-tv-second-screenresearch
7. London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk
48%
Second screeners on social networks
8. London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk
10.7 hours a day with all forms of media
5.6 hours on digital
http://www.globalwebindex.net/online-time-now-exceeds-offline-media-consumption-globally/
9. London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk
“If you can't explain it to a six year
old, you don't understand it
yourself.”
– Albert Einstein
10. London | 10–13 February 2014 | #SESLON | @SESConf
Audiences are the same as they ever were…
@sjfe
@icrossing_uk
11. London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk
Tip #1
Think Audience, not channel.
12. London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk
Historic ‘targeting’ focused
on identifying
loudest signal of implied
intent
Context
Where the message is seen
Demographic signifiers
What can be inferred about the audience
based on the context
13. London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk
Your purchases…
Your access …
Your device…
Your likes…
Intent signals are multiplying & becoming readable…
Your sign ups…
Your network…
Your location…
Your browsing…
1
3
14. London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk
15. London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk
Display
Social
Search
Retargeting
16. London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk
Display
Social
Search
Retargeting
17. London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk
There are many in-between…
18. London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk
Simplfy machine
Tip #2
Simplify the machine.
19. London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk
Audience
Access
21. London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk
Tip #3
Identify the signals that matter
22. London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk
23. London | 10–13 February 2014 | #SESLON | @SESConf
Relevant
Efficient
Actionable
Lasting
@sjfe
@icrossing_uk
24. London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk
Tip #4
Is your business built to deliver this?
25. London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk
Budget
Results
Data
Strategy
Head e-Com
CMO
Budget
Results
Data
Strategy
Head Marketing
SEO Manager
Paid Search Manager
Brand Manager
Digital Marketing
Manager
Affiliate Manager
Email Manager
Display Manager
Social Media Manager
26. London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk
Brand structure with
Audience at its core
Audience
Analysis
Audience
Engagement
Marketing
Brand
Amplification
Audience
Acquisition
27. London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk
Typical Agency
structure
PPC
SEO
MEDIA
CREATIVE
INSIGHT
28. London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk
Typical Agency
structure
PPC
SEO
MEDIA
PPCVISIBILITY & AMPLIFICATION
SEO
SEO, PPC, MEDIA, SOCIAL, CRM
INSIGHT
AUDIENCE ANALYTICS
CREATIVE
INSIGHT
CREATIVE
CONTENT, COMMUNITY,
ART & DESIGN
29. London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk
Think Audiences not channels
Unify buying platforms
Keep it REAL
Take advantage of the opportunities
30. London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk
Audience engagement across multiple
customer moments
31. London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk
Thank you.
@sjfe
@icrossing_uk
01273 827 700