Clicks Aren't Connections

#DigNC | September 24, 2010

Clicks Aren’t (the only) Connections

Twitter Elevator Speech

Clickthroughs can’t measure engagement alone. Rich Media, social & mobile data are part of the picture. (via @PointRoll @empowermm) #DigNC

Empower & PointRoll

Full-Service Media

Consumer Insights

Full-Service Digital

Search & Analytics

Mobile

Word of Mouth Marketing

Social Media

Create, Deliver & Measure Digital Marketing Campaigns:

• Rich Media Display

• Online Video

• Mobile

• Social

Ripple6

ShopLocal

@EmpowerMM @PointRoll

Clicks Aren’t (the only) Connections

Connections Defined

Rich Media Connections

Social Media Connections

Measuring Connections

Future Connections

Steps on the Engagement Ladder

Connection Defined

The Evolution of the “Click”

Clicks Aren’t The Whole Picture

8% Internet Users = 85% of Clicks (eMarketer)

It’s an impression not a transfer

Connection Defined

Engagement 2.0 Ladder

None of these Activities

Click Through A Banner

Twitter Follow, Facebook Like

Geo-Location Check In; Facebook/Twitter/LinkedIn Status

Mobile Critique via Geo-Location, Pandora

Mobile Content Creation, from posting images to Geo-Location tips and to dos

Sample Attribution for CPG Brand

Connection Defined

Relevant Content Captures Attention

Rich Media Connections

Anatomy of a Rich Media Ad

Click on image in slide show mode to view demo

BannerPanel

1. Banner automatically displays on publisher site (1 impression)

2. Upon rollover, panel expands (1 interaction)

3. Panels can contain any combination of rich media features

4. User can click-through to site to continue experience (1 click-through)

Web-site

GAMING

PRICE COMPARISON

INTERACTIVE VIDEO PHOTO GALLERY

STANDARD VIDEO

Moving Consumers Down the Funnel

Your Brand Here

Watch video, Interact with community members

Find local stores, dealers, locations

Full screen video & interactive photo galleries

on the site

Rich media display with Interactive

360 Tours and more

Engagement in Action

Ford Mustang Customizer – Branding

CVS – Direct Response

Bosch – Branded Response

Personalization Drives Engagement

Personalized Connections: Drive Connections on a Deeper Level

Banners and expandable panels are adjusted on the fly!6 x 3 x 5 x 30 x 4 x 8 = 86,400 versions that you don’t have to create or traffic!

6 videos5 rich media

features 3 Calls to

Action

30 locations 8 price points4 backgrounds

Create Multiple Versions across all Formats by Swapping in Elements Including:

Backgrounds, Offers, Terms & Conditions, Logos, Copy Points, Calls to Action, Videos, Click Through

URLsRich Media Features such as polling, send to a

friend and data collection

Results with Dynamic Ad Generation

Interaction Rate

Ford Benchmark Ford Dynamic

Ford targeted dealer information to specific geographic regions, delivering a customized, relevant message by location, which lifted interaction rate performance by 104%.

Connection Case Study

Hoover Holiday

Case Study: Showcase of Reviews

Above average interaction rates

60+% increase in web traffic YOY

25+% increase in online sales YOY

0

5,000

10,000

15,000

20,000

25,000

Visits to Hoover.com

2009 2008

Video & Product Simulation

Modern Masters

Case Study: Video/Simulation

Average engagement nearly 30 seconds

Interaction rate double industry standard

Tripled web traffic during campaign

Google organic traffic #2 behind HGTV

MeijerSyndicating the Circular

Like, Follow, Comment, Share

Social Media Connections

Social Media Connections

Social Media = Engagement Tool

Social Activity Represents a Big Opportunity for Measuring Engagement

Social Media Connections

How Much is a Fan Worth?

• Zero without engaging content

• Brands/Fans are not created equal

• Organic vs. Paid Acquisition

• Fan = Email Database. They’re worth nothing unless marketed against.

Social Media Connections

Users are more receptive to brandson Twitter than on Facebook.

eMarketer – 9.16.10

Social Media Connections

Building Facebook Fan Base

• Goal to quickly increase Likesby 30,000 to jumpstart “creative therapy”

• Paid media fuels Facebook acquisition

• Owned media creates engagement/loyalty

Facebook Connections

Click for a Live Demo

Engage shoppers and drive sales through this comprehensive set of dynamic and highly interactive tools for retailers

Facebook products:

• Specialized “Fan Page” Product Deals tab

• Hyper-targeted Facebook ads

Benefits

• Locally relevant, time sensitive offers and deals

• Turn-key API for easy integration

Social Connections Extend Your BrandExtend your brand message and add social functionality to existing campaigns

Reach into the social sphere with Twitter and Facebook buttons, enable users to post comments, chat with the brand and more

Measure activity within the ad unit or implement site event view through reporting to track activity on the site driven from ad activity

Posting/Blogging

Twitter

Customer Posts/ Feedback

Social Toolbar / Polite

Real Time Messaging

Facebook

Results, Not Numbers

Measuring Connections

Measuring Connections

It’s Not Just About A Single Connection

It’s Understanding the Relationship Between Multiple Connections

Display Can Influence Search = Latent Activity

Attribution Modeling

Measuring Connections

Display + Search = Deeper Connections

• A consumer saw a display ad, then search on Google or Yahoo, then booked an appointment

• 33% of total display media view-through conversions generated a search conversion

Brand time tracks the number of seconds on average a user spends within the ad unit

Number of individual activities and clicks captured and labeled for ease of reporting

Over 125 metrics can be tracked including activity and click details, video completion rates, and view through to the landing site

Interaction rate captured on rollover or initial action

Measure Activity, Individual Ad Performance – Beyond the Click

Branding

Improve brand awareness and response with more relevant targeting of feature messaging

Improve in-store sales via geo/demo/behavioral delivery of relevant product offers

Drive Sales

Drive email registrations and follow up via re-targeting

Direct Response

Different ads delivered based on creative and geo profiles

Optimized on chosen metric

• Interaction rate

• Brand interaction time

• Click through

• Activity rate

• Site events

Online circular constructed on the fly to be relevant to individual visitors with national/local buy

Result:

• Increase sale of circular merchandise

• Increase average basket size

• Decrease production costs and increased response versus print circular

Relevant ads with specific offersconstructed and re-targeted on-the-fly

Result:

• Ad delivered based on user interaction

• Retargeted across sites with personalized ad

Success for Every Campaign Objective

THE NUMBERS GAME Calculating Media ROI Lift Over Flash

Start with 1,000 Impressions

Flash Conversion

Opportunities

Rich Media Conversion

Opportunities

When applying industry performance benchmarks, running 1,000 rich media impressions, and 1,000 flash impressions yields the following…

Flash CTR =

0.05%

X 1,000 = 0.5 People

0.5 people out of 1,000

click thru on the ad

CTR(Percentage of users that

click through to website)

Rich Media CTR =

0.20%

X 1,000 = 2 People

2 people out of 1,000

click thru on the ad

Interaction Rate(Percentage of users that

interact with the ad)

Flash IR =

N/A

Standard flash formats

do not track interactions

Rich Media IR =

6.0%

X 1,000 = 60 People

60 people out of 1,000

interact with the ad

Action Rate(Percentage of users that

complete additional prompts

in ad-unit)

Average Brand

Interaction Time(Average time spent in-ad unit per

interaction)Flash ABIT =

N/A

Standard flash formats

do not track brand time

Rich Media ABIT =

15 seconds

X 60 interactions

= 15 minutes

Total Brand time for

60 interactions adds

up to 15 minutes

15 minutes

Brand Time

Flash AR =

N/A

Standard flash formats

do not track actions

Rich Media AR =

5.0%

X 60 interactions

=3 People

3 people out of 60

take additional action

Total Conversion

Opportunities per

1,000 impressions

Flash Opportunities

0.5

Rich Media

Opportunities

65Now apply these

numbers to a typical

campaign…

+9%

Display advertising impact on CPG POS sales

200,000 panelists over 3 months

Compared to IRI “Advertising Works” TV study

+8% +9%

TV

Internet

Engagement Drives Sales – CPG Client

Device-Driven Potential

Future Connections

AUDIENCEOpen, Agnostic,

Targeted

CREATIVEElements, Features,

Functionality

PROMOTIONS/

MESSAGINGProducts, Offers,

Inventory

Op

tim

ize

Op

timiz

e

Starts and Ends with the User –Rich is more than Display

Mobile SocialSearch/

Vibrant Digital

OOHDynamic

Display Ads

Landing Pages

New Device Connections: Mobile & TabletFully interactive rich media and video

Tap to expand video to full screen

Click-to-call

Coupon downloads

Geo /mapping

In-ad purchase

Surveys

Integrated performance tracking

Native AppBrowseriPad

New Device Connections

Mobile: From Online to In-Store

• QR Codes, Geo-Caching, Geo-Location

New Device ConnectionsContent Syndication

Mobile Application Mobile Enabled Site

Online CirculariPad

Facebook

Display Ads

New Device Connections: Digital Out of Home (OOH)

In-Store Kiosks

Digital billboards

Elevators – captivate

Gyms/coffee shops

Gas stations

Features:

Geo-Targeted

Local store weekly ad promotions

Extension of online, mobile and traditional activities

Call to Connect

Take advantage of the endless opportunities to create rich and engaging creative

Keep measurement in mind from the start, including the creative process

Determine which connections are of most value; plan accordingly

Make Connections That Add Up

Connect the dots across channels for a better way to find, target and measure customer connections.

More Connections

Questions?

Get the Slides: slidesha.re/ConnectDigNC

Visit: www.crapads.orgblog.pointroll.com

Twitter: @empowermm @PointRoll