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PERFORMANCE MARKETING
Confidential and proprietary. Copyright © 2016 Xaxis Incorporation. All rights reserved. Distribution without permission is prohibited.
IAB Forum 2016
USING DATA AND TECHNOLOGY TO HELP
BRANDS ENGAGE WITH AUDIENCES AT SCALE
T H E P R O G R A M M AT I C
A U D I E N C E C O M P A N Y
GUARANTEE OUTCOMES FOR BRANDS BY COMBINING
MEDIA, DATA AND TECHNOLOGY AT SCALE.
T H E S C I E N C E O F
P E R F O R M A N C E A D V E R T I S I N G
NORTH AMERICA
Canada
USA
EUROPE, MIDDLE EAST
& AFRICA
Norway
Sweden
Netherlands
UK
Denmark
Austria
Belgium
Germany
Italy
Slovakia
Spain
Poland
Portugal
Switzerland
Turkey
Czech Rep
Finland
Romania
Russia
United Arab Emirates
Saudi Arabia
Egypt
GLOBAL
1,500 employees
in 46 markets
ASIA AND PACIFIC
China
Hong Kong
India
Vietnam
Thailand
Malaysia
Singapore
Australia
New Zealand
Taiwan
Indonesia
Philippines
Japan
South Korea
New YorkNorth America HQ
& Delivery Hub
MiamiLATAM HQ &
Delivery Hub
LondonEMEA HQ &
Delivery Hub
SingaporeAPAC HQ &
Delivery Hub
LATIN AMERICA
Mexico
Miami
Brazil
Colombia
Argentina
Puerto Rico
GROWING
$1 billion
net sales in 2015
EXPERIENCE
3,000
clients
TECHNOLOGY
$54 millioninvested in technology just
In 2016
SCALE
300
billion ad impressions
daily
IN THE FUTURE, ALL DIGITAL MARKETING WILL BE CLASSIFIED AS “PERFORMANCE”
IAB, Defining Performance Marketing in Today’s Digital Landscape
The prerequisite = ability to measure outcomes
TWO TYPES OF PERFORMANCE MARKETING
PERFORMANCE OPTIMIZATION
The ability to adjust the buy in real time,
based on the effectiveness of the
campaign in driving consumer action
that makes it a performance campaign.
PAY-FOR-PERFORMANCE
The ability to measure and
optimize with the option to
pay only when that
performance action occurs
T H E P R O G R A M M A T I C A U D I E N C E C O M P A N Y
IAB, DEFINING PERFORMANCE MARKETING IN TODAY’S DIGITAL LANDSCAPE
PROGRAMMATIC & PERFORMANCE MARKETING WERE BORN FOR EACH OTHER
WHY?
PROGRAMMATIC
SCALE
DMP
LOOKALIKE &RETARGETING ATTRIBUTION
& MEASUREMENT
ALGORITHMICOPTIMIZATION
IMPRESSION-LEVELVALIDATION
OUTCOMEHISTORICAL
DATA
AUDIENCE &CLOSED LOOP DATA
EHANCEMENT
“Not all performance
actions are
considered equal.
The closer the
performance action is
to the transaction, the
more accountable the
outcome”
TRANSACTION
IN-STORE
VISITS
CALLS
LEAD FORMSEMAIL
REGISTRATIONS
SMS
CLICKS
SOCIAL
ENGAGEMENTS
PRE-ROLL
VIDEO VIEWS
VIEWABLE
IMPRESSIONS
NATIVE OR CONTENT
ENGAGEMENTS
IAB, DEFINING PERFORMANCE MARKETING IN TODAY’S DIGITAL LANDSCAPE
BRANDING PERFORMANCE MARKETING
MORE VOLUME
MORE VALUE
• Action/Intention Focused/Download
• Registered
• Lead/Purchase
• Qualified
• Researching
• Explicit
• Targeted
• Brand Awareness
• Unregistered
• View/Click
• Unqualified
• Browsing
• Implicit
• Reach
CPM(COST PER
THOUSAND)
CPV(COST PER
VIEW)
CPC(COST PER
CLICK)
CPL(COST PER
LEAD)
CPA(COST PER
ACTION)
PWC and IAB UK, The value of Online Performance Marketing Study
T H E P R O G R A M M A T I C A U D I E N C E C O M P A N Y
FUNNEL ACTIVITY
CONSIDERAION
(Attract)
LOOK
ALIKE
INTEREST and INTENT
2nd PARTY DATA
(Xaxis)
A FULL - FUNNEL JOURNEY
2nd PARTY DATA
(Xaxis)
3rd PARTY DATA
1st, 2nd, 3rd PARTY DATA
positive/negative retargeting
AWARENESS
(Impress)
INTENT
(Attract)
ACTION
(Conquer)
Our society is leaving behind a digital footprint.
People are living online and we all are expressing our attitudes, likes and dislikes, our opinions and perspectives.
We are generating huge amounts of data.
Data with a lot of information.
… and a lot of noise.
The ability to hear the signalfrom the noise is the key…
BEHIND THE SCENES
Confidential and proprietary. Copyright © 2016 Xaxis Incorporation. All rights reserved. Distribution without permission is prohibited.
19P a g e
2016 XAXIS TURBINE CAPABILITIESTHE INDUSTRY’S FIRST DMP IS NOW THE NEXT GENERATION AUDIENCE ACTIVATION PLATFORM
AUDIENCE PLANNING & CREATION
BRIDGING PHYSICAL AND DIGTAL WORLDS AND
CUSTOMIZED PLANNING FOR YOUR BRAND
PERSONALIZATION
MAKING ADVERTISING WELCOME
MEDIA ACTIVATION
BORDERLESS AND ADDRESSABLE MEDIA BUYING AT
PROGRAMMATIC SPEED
INSIGHT CONTINUUM
A CLOSED LOOP MEASUREMENT TO IMPROVE
AUDIENCE & CAMPAIGN PERFORMANCE
TURBINE’S MISSION: DEVELOPING THE PROPRIETARY AUDIENCES FOR OUR
CUSTOMERS THAT OUTFORM OTHER AUDIENCES IN THE MARKET
With the release of Turbine Cross-Device, marketers can activate Xaxis suite proprietary
audiences across digital devices, unlocking audience intelligence tied to millions of
anonymous unique user globally
User ID: XPiD1234A3Age: 26
Gender: MaleIncome: $75,000
Socio Economic
Age/Gender
Behavioral
Predictive Interest
Predictive Intent
Geospatial
Purchase History
Attitudinal
FROM SILO TO CROSS-VIEW
FROM LINEAR CONVERSIONS TO CROSS-VIEWINGT H E P R O G R A M M A T I C A U D I E N C E C O M P A N Y
TR
AD
ITIO
NA
L T
V
PE
RS
ON
AL
CO
MP
UT
ER
MO
BIL
E D
EV
ICE
CO
NN
EC
TE
D T
V
ON
LIN
E V
IDE
O
A SILOED VIEW OF MEDIA CHANNEL ONLY ALLOWS LINEAR CONVERSIONS.
CONVERSION PATH
CONVERSION PATH
CONVERSIONS TODAY ARE CROSS-PATH AND MULTI-PLATFORM.
CROSS-VIEWING:
Leveraging Xaxis propriety audiences across addressable,
programmatic channels for cross-device targeting,
measurement and attribution. Offers deep insight into true
audience journeys and optimal media allocation.
PE
RS
ON
AL C
OM
PU
TE
R
TR
AD
ITIO
NA
L T
V
MO
BIL
E D
EV
ICE
CO
NN
EC
TE
D T
V
ON
LIN
E V
IDE
O
A SILOED VIEW OF MEDIA CHANNEL ONLY ALLOWS
LINEAR CONVERSIONS
CONVERSIONS TODAY ARE CROSS-PATH AND
MULTI-PLATFORM.
ISOLATED MEDIA CHANNEL VIEW PROVIDES ONE DIMENTIONAL RESULTS
LINEAR PERFORMANCE IS COMMODITIZEDTHE LACK OF CROSS-MEDIA AT ATTRIBUTION TRADIONALLY HANDICAPS DIGITAL MARKETERS TO PLAN BASED ON DEVICE AND NOT
USER BEHAVIOR (OR THE ONE TASK, MULTI-DEVICES) NORM
AC
TU
AL C
AM
PA
IGN
DESKTOP CHANNEL SEEMS VERY STRONG
FROM A LINEAR ATTRIBUTION VIEW
MOBILE CHANNEL IS LIKELY TO GET CUT OR
REALLOCATED TO DESKTOP
84%CONVERSATION
(DESKTOP)
16%CONVERSATION
(MOBILE)
48.4%IMPRESSION
(DESKTOP)
51.6%IMPRESSION
(MOBILE)
IAB, DEFINING PERFORMANCE MARKETING IN TODAY’S DIGITAL LANDSCAPE
CROSS-VIEWING REVEALS HIDDEN PERFORMANCE
SINGLE DEVICE VIEW IS “BLINDING”ALMOST 60% OF CONVERSIONS FROM MOBILE IMMPRESSIONS ACTUALLY OCCURED ON DESKTOP. WITHOUT CROSS-VIEW, THIS
ATTRIBUTION WOULD BE LOST!
AC
TU
AL C
AM
PA
IGN
84%CONVERSATION
(DESKTOP)
16%CONVERSATION
(MOBILE)
48.4%IMPRESSION
(DESKTOP)
51.6%IMPRESSION
(MOBILE)
SOURCE: TURBINE CROSS-VIEW, ACTUAL CAMPAIGN DATA, SEPTEMBER 2015
COMPUTER: 94.13
COMPUTER: 59.1%
COMPUTER: 40.9%
H O W W E D O I T
The classic display
performance
product optimized
to downstream
outcomes
DISPLAY
PERFORMANCE
Deliver compelling
rich media units with
powerful audience
data, optimized to
performance
outcomes
Geo Mobile Targeting
to push a notification
in order to add the
promotion on calendar
or apple wallet
EMAIL MARKETING
Mobile performance
product.
Users back to clients
apps using data and
dynamic creative
MOBILE
PERFORMANCE AND
RE-ENGAGEMENT
Direct connection, and
a efficient way to reach
mobile users, target
messages and drive
performance.
DCO - DOC GEO OUTCOMES
FROM ONE PRODUCT UP TO DYNAMIC MIX
L i g h t R e a c t i o n – T h e s c i e n c e o f p e r f o r m a n c e a d v e r t i s i n g
Driving outcomes at scale requires:
CLIENT’S DISPLAY CAMPAIGN STRATEGY:
ENGAGING
CONSUMERS BASED
ON THAT INTENT
DRIVING CONVERSION,
PURCHASE AND REVENUE
I D E N T I F Y I N G
AN D F I N D I N G
C O N S U M E R S W I T H
I N T E R E S T AN D I N T E N T
PROSPECTING ENGAGEMENT
E N G A G I N G
C O N S U M E R S B AS E D O N
T H AT I N T E N T
CONVERSION
D R I V I N G C O N V E R S I O N ,
P U R C H AS E
AN D R E V E N U E
Driving outcomes at scale requires:
Driving outcomes at scale requires:
G E N E R A L A U D I E N C E S
P R O S P E C T S
E N G A G E D C O N S U M E R S
Retargeters play only
at the bottom of the
funnel and lack the
data assets to
combine prospecting
with retargeting
RETARGETERS ONLY
PLAY HERE
Driving outcomes at
T U R B I N E
T U R B I N E
• Turbine uniquely positions Light
Reaction to combine Prospecting
and Retargeting into one offering
• Rather than compete head to
head in a crowded field, define
our own performance category
• Light Reaction IDENTIFIES
prospects, ATTRACT them with
specific creatives of the brand
and products and CONVERTS
users to real customersA U D I E N C E I N T E L L I G E N C E A C T I V A T I O N
Light Reaction Strategy: Combine Prospecting and Retargeting
Driving outcomes at scale requires:
G E N E R A L A U D I E N C E S
P R O S P E C T S
Prospecting
+Retargeting
=PROTARGETING
“More New
Customers” E N G A G E D C O N S U M E R S
CLIENT
CONVERSIONS
ATTRACT NEW
CLIENTS
INCREASE
CONVERSION
PROSPECTING RETARGETING
FIRST SITE VISIT
Prospecting brings qualified
and incremental leads to your
site
RETURNING
VISIT
Retargeting pushes site
visitors to the conversion
event
FIRST SITE VISIT
Drive new users who have not yet visited the client’s site
Prospecting
Attract users with an interesting topic
Retargeting
Once the user has been informed, push user’s purchase
RETURNING VISIT
Retargeting pushes site visitors to the
conversion event
RELEVANCE IS KEY TO A CUSTOMER-CENTRIC JOURNEY
Retention
A new CTA in order to increase Cross-Sell,Upsell and Loyalty.
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