Ad roll 2015 digital marketing trends

Shane Murphy Marketing Director EMEA

“Retargeting as a full funnel solution"1 Retargeting as a full funnel solution

Attribution approaches2

3 Mobile

Social3

What we will cover:

What is the “State of the Industry” report?

A survey of

250 European

marketers

investigating

the current

views on

retargeting and

online

advertising

“

”Supplemented with campaign data from 4,000 European advertisers

Retargeting in Europe is thriving...

How much of your online ad budget goes to retargeting?

64% of marketers

plan to increase

their investment

in Retargeting

“

”Retargeting

performs as well

or better than

traditional

techniques

“

”



3 Mobile

Social3

What we will cover:

INSIGHT: Retargeting is no longer seen as a purely Direct

Response tactic: it’s gone full funnel

BEST PRACTICE: Use customer data to reach the right users, with

the right message, at the right time

BEST PRACTICE: Some examples of industry and types of

goals you can set

INDUSTRY GOAL BEHAVIOUR STRATEGY

Retail Increase Sales Placed item in cart &

abandoned

Display specific product and

offer

B2B Increase Lead Gen Browsed a solution, didn’t fill

in lead form

Promote a downloadable

white paper to drive email

capture

Travel Increase Bookings Purchased flight without hotel Hotel discounts for location

Gaming Convert freemium users Engages frequently but yet to

purchase

Target offers to upgrade to

paid

Entertainment Promote event registration Previously attended a similar

event

Target ads encouraging

registration for the event

Finance Cross-sell products Previously purchased a

financial product

Promote a complementary

service



3 Mobile

Social4

What we will cover:

INSIGHT: Attribution is key, but most aren’t thinking in an attributed way

BEST PRACTICE: Approaches to Attribution

Top performing organizations

are 5x more likely to use

advanced attribution models.3

83% of marketing dollars spent

have a 70% or greater

difference in CPA between

scientifically attributed metrics

and last click metrics.2

More than half of companies

use basic

first or last-click attribution

models.1

Sources:

1. “Attribution for Data Driven Marketers, 2014”,

AdRoll {n=1000}

2. “Exploring the Art and Science of Marketing

Attribution” 2013, RelateIQ

3. The State of Marketing 2013, IBM’s Global

Survey of Marketers. Global Summit 2013, n.d.

Web.

1

2

3

BEST PRACTICE: Approaches to Attribution

DATA CHALLENGE CULTURE CHALLENGESource: 1 - AdAge Attribution: Facing Today’s Digital Measurement Challenge 2014



3 Mobile

Social4

What we will cover:

INSIGHT: Mobile is under invested in despite clear

performance...

Why don’t you retarget on mobile?

...despite mobile being “first-screen” with a majority time share

Cross-device retargeting across phones and tablets

With our customers across multiple screens throughout

their day, AdRoll allows us to connect with them

regardless of the device or platform they’re using.

50% below target CPC

CTRs greater than 1%

225% more volume on iOS versus Android devices

20% more efficient CPC on iPhone versus Android phones

—Kristina Simonsen, Marketing Manager

BEST PRACTICE: include mobile in your retargeting mix because

it drives real business impact… Brilliant Earth did!

“”



3 Mobile

Social4

What we will cover:

INSIGHT: Social is top of the pile in the marketers mind and

drives performance

BEST PRACTICE: The power of the Facebook button

Overall click-through rate (CTR) lift from adding a CTA button: 2.85x

Learn More

Shop Now

Download

Sign Up

Book Now

Shop Now

74%

Download 4%

Sign up 4%

Book Now 4%

Learn More

4%

Popularity of Buttons: Top CTR performers:

“Retargeting as a full funnel solution"1 Retargeting as a full funnel solution:

use it for more than direct response

Attribution approaches:

Don’t just think single touch

2

3 Mobile:

Add it to your mix!

Social:

Add it to your mix and use the Facebook button wisely

3

What we covered:

QUESTIONS?