Embed Size (px)
Citation preview
How to Think Like a Marketer for Publishers
04/11/2023 Proprietary and Confidential.
Peter Cousins, Chief Technology Officer, Operative
2
Attendees are in listen-only mode
Feel free to post questions using the Go To Webinar Questions Panel.
They will be covered in the Q&A session at the end of the presentation.
This session is being recorded and will be made available within 48 hours.
To view the replay, visit our blog The Op-Ed.
04/11/2023 Proprietary and Confidential.
Webinar Notes
3
Introduction
Discussion: How to Think Like a Marketer for Publishers
Question & Answer Session
04/11/2023 Proprietary and Confidential.
Today’s Format
4
Joined Operative in Q4 2012
Came from IBM, where I was CTO of the Marketing Software Division
Unica – Analytics, Modeling, Campaign Management, Execution
Coremetrics – Web Analytics
DemandTec – Price and Trade Spend
Tealeaf – Experience Analytics
+ ___________
04/11/2023 Proprietary and Confidential.
What Informs My Perspective
5 04/11/2023
Proprietary and Confidential.
Relationship MarketingCapture
Analyze
Predict
DecideDesign
Optimize
Execute
Engage
Analytics Oriented Domain
Micro-segmentation
Looking exhaustively for correlation
Customize message and offers extensively
Experimentation to drivecontinuous improvement
Techniques applicable to both Brand Marketing and Direct Response
Publishers can help advertisers or advertisers will bypass Publishers.
6
Advertisers are making more complex buys and paying more because segmentation drives value
04/11/2023 Proprietary and Confidential.
What we see in Operative Customers
eCPM Line ItemsRevenue
14% 18% 40%
7
User Engagement through more noticeable non-standard ad formats, such as microsites, push-down, wallpaper, overlays.
Using custom criteria to be able to more effectively target
Importing data to better target
Video and mobile content with ad that guarantees user attention
Viewable impressions that guarantee position and actual viewability
Leveraging seasonality or special events
Sites that contain purchasing activities
04/11/2023 Proprietary and Confidential.
Top 7 Techniques for Higher CPM
8
Segmentation versus Scale
Data Privacy and Audience Retargeting
Response Attribution
Reliance on 3rd Party Data
Typically a Win/Lose/Lose:Advertisers target audience and bypass publisher
Publishers lose control and lose revenue
Audience privacy is not respected04/11/2023
Proprietary and Confidential.
Challenges with the System Today
9
Getting Teachers Classroom Supplies through Social CommerceCreates unique premium opportunity for Advertisers
Creates new Audience through Invites
Engages with Audience in an authentic way and persists over time
Respects the Audience privacy by keeping data with the Publisher
A Win/Win/Win for publishers, advertisers, and the audience
04/11/2023 Proprietary and Confidential.
PTOToday/TeacherLists.com Example
10 04/11/2023
Proprietary and Confidential.
11 04/11/2023
Proprietary and Confidential.
TeacherLists.comPromoted as Part of Site
12 04/11/2023
Proprietary and Confidential.
TeacherLists.comPromoted as service
in Blog Post
13 04/11/2023
Proprietary and Confidential.
Parents are sent to site by PTO class
parents
14 04/11/2023
Proprietary and Confidential.
The list of items the teacher still needs
shows up
15 04/11/2023
Proprietary and Confidential.
Items from the sponsors “one click to add” buttons and also stand out on the list
16 04/11/2023
Proprietary and Confidential.
Why Marketers Value Real Engagement AppsNetwork Effect / Invites
User gains value by disclosing unique data that isn’t elsewhere
Data related to product purchase intent
Application has value that keeps people coming back
The application has a shareable outcome
Brand impressions are more positive and last longer
Good marketing is a relationship, not an event
18
Relationship Advertising
Advertising
Relationship Marketing
Engagement Applications
Big Data
04/11/2023 Proprietary and Confidential.
The Rise of Relationship Advertising
19
Engagement Applications – Designed by the publisher for the audience
Endemic Advertising – Increasing contextual awareness to improve adjacency
Native Advertising – Provides valued content as part of the message
Sponsored Discussion – Non-editorial but authentic community participation
Email newsletter campaigns – Multi-wave, Multi-channel
Modeling, Targeting, Measuring, Experimenting, Response Attribution
Highly Engaged, Highly Unique = Highly Valuable04/11/2023
Proprietary and Confidential.
Thinking Outside the IAB Ad Box
20 04/11/2023
Proprietary and Confidential.
Question & Answer Session
21
Visit The Op-Ed to view this webinar on demand.
04/11/2023 Proprietary and Confidential.
Thank you for joining us!
