The display industry has recently undergone a significant transformation, illustrated by the shift towards ‘ad viewability’. With demand for better measurement metrics, richer creative and increased transparency, the focus is now on overall customer ‘experience’, more than ever before. During this presentation, Rakhee Jogia will look at how Rakuten Display (formerly MediaForge) have adapted their unique ‘Engagement’ model, to provide brands with an innovative way to reach new and existing customers. Rakhee will go on to demonstrate how this revolutionary new metric is pushing the boundaries in the display arena. As a key partner of Rakuten Display, Monica Vinader’s Online Marketing Manager, Natalie Slark will co-present some of the advanced targeting and segmentation best practices from their global retargeting campaigns, as well as some ‘Customer Service Excellence’ do’s and don’ts for managing display clients.

1. BREAKING THE BOUNDARIES OF DISPLAY
BREAKING THE
BOUNDARIES
OF DISPLAY

2. BREAKING THE BOUNDARIES OF DISPLAY
Rakhee Jogia
• 7 years in affiliate and display marketing
• Managing key publisher and brand relationships, including a
breadth of premium media publishers and emerging
technologies
• At Rakuten Marketing for over 4 years
Natalie Slark
• 6 years experience in digital marketing - SEO, PPC, display and
social media
• Over 4 years in digital marketing agencies
• Previous clients include Skype, Bupa, Thistle Hotels and Links of
London
Our Background

3. BREAKING THE BOUNDARIES OF DISPLAY
Agenda
• Challenges Marketers face today
• Shift in the industry
• What’s driving the change?
• How we’re trying to break boundaries
• Monica Vinader - Case Study
• Retargeting – agency checklist

4. BREAKING THE BOUNDARIES OF DISPLAY
Major Challenges Marketers Face
• Difficulty attributing performance
• Measurement is still not 100% transparent – ‘black box’ analytics
• Over reliance on ‘impressions’ and ‘clicks’ – viewability is still too new
• Ad Fatigue – over exposure to brand
• Ad experience does not match the strategy for execution
• Questioning incrementality
• No clear indicator of customer intent
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5. BREAKING THE BOUNDARIES OF DISPLAY
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A shift towards Ad Viewability
‘Somewhere between 30% and over half of all
online ad impressions are not seen’ –
AdvertisingAge.
Hold your ad vendors and publishers accountable
to viewability standards.
The reward: more effective ad campaigns and a
bigger return on advertising investment.
*AdAge

6. BREAKING THE BOUNDARIES OF DISPLAY
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Ad Viewability Standards
Below-the-fold ads are
deemed “un-viewable”
Optimising viewability can
deliver a 50% uplift for ads
seen
Performance is tied to
exposure, not frequency
50% of an ad is visible on a
web page for more than one
second

7. BREAKING THE BOUNDARIES OF DISPLAY
The Programmatic Revolution
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73% 70% 80% 72%
would
purchase
more if there
were greater
transparency
in the buying
process
of publishers
would sell
more if they
could see
who's buying
from them
of marketers
would sell
more if they
could see
who's buying
from them
would sell
more
programmatically
with stronger
cross-platform
support

8. BREAKING THE BOUNDARIES OF DISPLAY
Driving Change - Consumer Behaviours
8

9. BREAKING THE BOUNDARIES OF DISPLAY
Recap
• We know the challenges
• We know what’s driving the change
• We know what consumers are doing
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10. BREAKING THE BOUNDARIES OF DISPLAY
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Our Mission
Rakuten Display drives the
omni experience by leveraging a client-centric
approach to targeting, creative
and measurement which enables true one-to-
one marketing.

11. BREAKING THE BOUNDARIES OF DISPLAY
Rakuten Display (formerly MediaForge)
We Had Widgets Coming Out of Our Ads

12. BREAKING THE BOUNDARIES OF DISPLAY
Advertisers told us:
“Is my post-impression campaign charging me for the
conversions I would get anyway?”
“Clicks are easy to obtain, but I’m not seeing the conversion rates
or ROI I expected, and now my vendor is pointing back to post-view
metrics.”

13. BREAKING THE BOUNDARIES OF DISPLAY
The birth of a more
meaningful metric:
Engagement

14. BREAKING THE BOUNDARIES OF DISPLAY
Experience is Key
Think outside the box – because what you can do here is limitless

15. BREAKING THE BOUNDARIES OF DISPLAY
Experience is Key
Think outside the box – because what you can do here is limitless

16. BREAKING THE BOUNDARIES OF DISPLAY
Engagement Closes the Gap Left by Other Metrics
WE ENGAGE 11% OF
USERS REACHED
SIGNIFICANT GAP
Reach
Influence
Impressions 100%
Viewable
Impressions
46%
Engagement 11%+
Clicks 0.17%

17. BREAKING THE BOUNDARIES OF DISPLAY
What Differentiates Us?
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Creative
Ads
Client
Service
Engagement
Attribution/Data/
Transparency

18. BREAKING THE BOUNDARIES OF DISPLAY
Are we breaking boundaries?
Why
• We believe we can solve our clients’ biggest marketing problems by
disrupting the bad habits of our industry
How
• We provide a full suite of differentiated display solutions to grow our
clients’ business. Our clients expect performance, accurate reporting
and a strategic partnership
What
• Tracking, creative development, media buying and reporting

19. BREAKING THE BOUNDARIES OF DISPLAY
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Progress & Innovation

20. BREAKING THE BOUNDARIES OF DISPLAY
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Monica Vinader
Case Study

21. BREAKING THE BOUNDARIES OF DISPLAY
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• Leading name in luxury jewellery
• Award winning British brand
• Bridging the gap between fashion and fine jewellery
• Diamonds and precious gemstones, hand set using bespoke cuts
• Sold in Harrods, Selfridges and NET-A-PORTER
• Standalone boutiques in London’s Mayfair and Canary Wharf. New stores
in Sloane Square and Hong Kong
• International ecommerce website offering free global delivery and free
engraving

22. BREAKING THE BOUNDARIES OF DISPLAY
Marketing Objective Drive sales for and convert abandoning consumers
Strategy Segment customers, based on onsite behaviours
Solutions Retargeting and Facebook
Markets UK, US, Spain and the Middle East
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Campaign Overview

23. BREAKING THE BOUNDARIES OF DISPLAY
Monica Vinader Segmentation Strategy
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Segment Name Strategy
Fiji Bracelets Bestselling Fiji bracelets with free engraving message
Friendship Bracelets
Bestselling friendship bracelets with free engraving
message
Homepage Utilise brand display ads to create brand intro
Cart Users Show products added to cart with free delivery message
Multi Product Users Show products user has viewed
Standard Launch Dynamic ads with standard message across all users

24. BREAKING THE BOUNDARIES OF DISPLAY
Monica Vinader Segmentation Results
Description
Engagement
Rate
CTR ROAS RPM
Fiji Bracelets 20.13% 7.12% £12.50 £87.31
Friendship Bracelets 12.03% 2.25% £12.50 £51.46
Homepage serve 10.89% 0.71% £12.50 £3.43
Cart Users 10.31% 1.42% £12.50 £611.28
Multi Product Users 8.51% 0.73% £12.50 £186.91
General Launch 6.39% 0.17% £12.50 £22.79
Results
• We understand the messaging and product mix that drives the customer to buy
• We optimise based on learnings, maximising the effectiveness of media spend
• We present the customer with a truly personalised experience – the right message, at the right time,
ROI is always £12.50 as we are working on a fixed COS/CPA with Rakuten Display– 7%
Engagement rate saw a lift of 78-217%, between the best performing segment and ‘launch’ campaign
CTR rate saw a lift of 246-3992%, between the best performing segment and ‘launch’ campaign
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from the right place with the right product
• Multi-Product: we focused more media spend on these users, which drove the highest revenue

25. BREAKING THE BOUNDARIES OF DISPLAY
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Monica Vinader Lift Results
6.00%
5.00%
4.00%
3.00%
2.00%
1.00%
Return Purchase Rate
Engaged Users are:
• 155% more likely to purchase than those
not advertised to (charity group)
• 19% more likely to purchase than those
who only received impressions (banner)
25.24%
Return Rate
32.24%
23.41%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
Impression Group Engaged Users Charity Group
4.47%
5.32%
2.08%
0.00%
Impression Group Engaged Users Charity Group
Purchase Pounds / Visitor
£1.56
£3.16
£0.70
Impression Group Engaged Users Charity Group

26. BREAKING THE BOUNDARIES OF DISPLAY
Retargeting: Agency Checklist
1. Weekly calls
2. Weekly transparent reporting
3. Support with creative
4. Segmentation strategy
5. Open to organic & control group testing
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27. BREAKING THE BOUNDARIES OF DISPLAY
Thank you for listening
Questions?

28. BREAKING THE BOUNDARIES OF DISPLAY
Thank you for listening
Questions?