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.
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1. BREAKING THE BOUNDARIES OF DISPLAYBREAKING THEBOUNDARIESOF
DISPLAY
2. BREAKING THE BOUNDARIES OF DISPLAYRakhee Jogia 7 years in
affiliate and display marketing Managing key publisher and brand
relationships, including abreadth of premium media publishers and
emergingtechnologies At Rakuten Marketing for over 4 yearsNatalie
Slark 6 years experience in digital marketing - SEO, PPC, display
andsocial media Over 4 years in digital marketing agencies Previous
clients include Skype, Bupa, Thistle Hotels and Links ofLondonOur
Background 3. BREAKING THE BOUNDARIES OF DISPLAYAgenda Challenges
Marketers face today Shift in the industry Whats driving the
change? How were trying to break boundaries Monica Vinader - Case
Study Retargeting agency checklist 4. BREAKING THE BOUNDARIES OF
DISPLAYMajor 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 intent4 5. BREAKING THE BOUNDARIES OF
DISPLAY5A shift towards Ad ViewabilitySomewhere between 30% and
over half of allonline ad impressions are not seen
AdvertisingAge.Hold your ad vendors and publishers accountableto
viewability standards.The reward: more effective ad campaigns and
abigger return on advertising investment.*AdAge 6. BREAKING THE
BOUNDARIES OF DISPLAY6Ad Viewability StandardsBelow-the-fold ads
aredeemed un-viewableOptimising viewability candeliver a 50% uplift
for adsseenPerformance is tied toexposure, not frequency50% of an
ad is visible on aweb page for more than onesecond 7. BREAKING THE
BOUNDARIES OF DISPLAYThe Programmatic Revolution773% 70% 80%
72%wouldpurchasemore if therewere greatertransparencyin the
buyingprocessof publisherswould sellmore if theycould seewho's
buyingfrom themof marketerswould sellmore if theycould seewho's
buyingfrom themwould sellmoreprogrammaticallywith
strongercross-platformsupport 8. BREAKING THE BOUNDARIES OF
DISPLAYDriving Change - Consumer Behaviours8 9. BREAKING THE
BOUNDARIES OF DISPLAYRecap We know the challenges We know whats
driving the change We know what consumers are doing9 10. BREAKING
THE BOUNDARIES OF DISPLAY10Our MissionRakuten Display drives
theomni experience by leveraging a client-centricapproach to
targeting, creativeand measurement which enables true one-to-one
marketing. 11. BREAKING THE BOUNDARIES OF DISPLAYRakuten Display
(formerly MediaForge)We Had Widgets Coming Out of Our Ads 12.
BREAKING THE BOUNDARIES OF DISPLAYAdvertisers told us:Is my
post-impression campaign charging me for theconversions I would get
anyway?Clicks are easy to obtain, but Im not seeing the conversion
ratesor ROI I expected, and now my vendor is pointing back to
post-viewmetrics. 13. BREAKING THE BOUNDARIES OF DISPLAYThe birth
of a moremeaningful metric:Engagement 14. BREAKING THE BOUNDARIES
OF DISPLAYExperience is KeyThink outside the box because what you
can do here is limitless 15. BREAKING THE BOUNDARIES OF
DISPLAYExperience is KeyThink outside the box because what you can
do here is limitless 16. BREAKING THE BOUNDARIES OF
DISPLAYEngagement Closes the Gap Left by Other MetricsWE ENGAGE 11%
OFUSERS REACHEDSIGNIFICANT GAPReachInfluenceImpressions
100%ViewableImpressions46%Engagement 11%+Clicks 0.17% 17. BREAKING
THE BOUNDARIES OF DISPLAYWhat Differentiates
Us?17CreativeAdsClientServiceEngagementAttribution/Data/Transparency
18. BREAKING THE BOUNDARIES OF DISPLAYAre we breaking
boundaries?Why We believe we can solve our clients biggest
marketing problems bydisrupting the bad habits of our industryHow
We provide a full suite of differentiated display solutions to grow
ourclients business. Our clients expect performance, accurate
reportingand a strategic partnershipWhat Tracking, creative
development, media buying and reporting 19. BREAKING THE BOUNDARIES
OF DISPLAY19Progress & Innovation 20. BREAKING THE BOUNDARIES
OF DISPLAY20Monica VinaderCase Study 21. BREAKING THE BOUNDARIES OF
DISPLAY21 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
Londons Mayfair and Canary Wharf. New storesin Sloane Square and
Hong Kong International ecommerce website offering free global
delivery and freeengraving 22. BREAKING THE BOUNDARIES OF
DISPLAYMarketing Objective Drive sales for and convert abandoning
consumersStrategy Segment customers, based on onsite
behavioursSolutions Retargeting and FacebookMarkets UK, US, Spain
and the Middle East22Campaign Overview 23. BREAKING THE BOUNDARIES
OF DISPLAYMonica Vinader Segmentation Strategy23Segment Name
StrategyFiji Bracelets Bestselling Fiji bracelets with free
engraving messageFriendship BraceletsBestselling friendship
bracelets with free engravingmessageHomepage Utilise brand display
ads to create brand introCart Users Show products added to cart
with free delivery messageMulti Product Users Show products user
has viewedStandard Launch Dynamic ads with standard message across
all users 24. BREAKING THE BOUNDARIES OF DISPLAYMonica Vinader
Segmentation ResultsDescriptionEngagementRateCTR ROAS RPMFiji
Bracelets 20.13% 7.12% 12.50 87.31Friendship Bracelets 12.03% 2.25%
12.50 51.46Homepage serve 10.89% 0.71% 12.50 3.43Cart Users 10.31%
1.42% 12.50 611.28Multi Product Users 8.51% 0.73% 12.50
186.91General Launch 6.39% 0.17% 12.50 22.79Results 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 campaignCTR rate saw a lift of 246-3992%, between the best
performing segment and launch campaign24from 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 DISPLAY25Monica Vinader Lift
Results6.00%5.00%4.00%3.00%2.00%1.00%Return Purchase RateEngaged
Users are: 155% more likely to purchase than thosenot advertised to
(charity group) 19% more likely to purchase than thosewho only
received impressions (banner)25.24%Return
Rate32.24%23.41%35.00%30.00%25.00%20.00%15.00%10.00%5.00%0.00%Impression
Group Engaged Users Charity Group4.47%5.32%2.08%0.00%Impression
Group Engaged Users Charity GroupPurchase Pounds /
Visitor1.563.160.70Impression Group Engaged Users Charity Group 26.
BREAKING THE BOUNDARIES OF DISPLAYRetargeting: Agency Checklist1.
Weekly calls2. Weekly transparent reporting3. Support with
creative4. Segmentation strategy5. Open to organic & control
group testing26 27. BREAKING THE BOUNDARIES OF DISPLAYThank you for
listeningQuestions? 28. BREAKING THE BOUNDARIES OF DISPLAYThank you
for listeningQuestions?
