MEDIAE20 YOUR SMART DIGITAL PARTNER

Transcription

1 MEDIAE20 YOUR SMART DIGITAL PARTNER

2 Who we are MEDIAE20 srl is a Media Agency founded in 2011 by an idea of AMEDEO FALZONE and ANNA ANCILLOTTI. It is specialized in Online and Offline Performance Marketing; its main expertise is to develop tailor made, effective and measurable communication projects. Thanks to a SMART, INNOVATIVE and FLEXIBLE approach, it adapts and responds to diverse communication needs by supporting companies to define the best advertising strategies and identifying the most effective solutions to achieve business objectives, with the advantage to pay only for the results achieved. Mediae20's mission is to contribute significantly to the growth of its customers' performance, through an extensive market analysis aimed at exploring new horizons, testing innovative solutions and creating integrated strategies.

3 What we offer: integrated approach from A to Z MEDIA STRATEGY PLANNING & BUYING EXECUTION & OPTIMIZATION ANALYSIS & REPORTING SCENARIO ANALYSIS Target Competition Seasonality DIGITAL ASSESSMENT Multi-platform SEO compliancy Efficacy of the conversion funnel BUDGETING Media selection Time to market Definition of KPI COMMUNICATION Key message Tone of Voice Call to action MEDIA PLANNING Definition of Media Mix Software/Channel selection Reach/frequency analysis Share of expected performances Integration for TV, Radio and Press Advertising MEDIA BUYING Dealing with publishers Definition of payout Purchase through Media platforms (DSP, DMP) ASSET DEVELOPMENT Website optimization Landing Page development Development of ADV materials (Banner, DEM, Rich Media, Video) Funnel optimization TRACKING & ADSERVING Website tagging Mapping of conversions Data structuring and collection Advanced delivery REAL TIME OPTIMIZATION Continuous monitoring of the campaigns Optimization for KPI Budget reallocation Channels ON/OFF Review of creativity PRE-FLIGHT Predictive analysis of the results based on the historical series MID-FLIGHT Access to the Online Dashboard for real time monitoring of the main KPI Continuous Accounting e Tech Support POST-FLIGHT Deviations from the original Media Plan Campaign insight Audience deduplication Overlap on all the dimensions Attribution Modelling 3

4 Optimization activities The optimization activity is continuous, with substantial interventions on a daily basis. The variables determining the optimization choices are the following : SET-UP CAMPAGNA OTTIMIZZAZIONE ANALISI & REPORTING TARGET CHANNEL CREATIVITY BUDGET TIMING SOURCES KEYWORD ADV ALLOCATION x CHANNEL ADV PLATFORMS AGE GROUP SOCIAL MEDIA ADV CONCEPT DAILY BUDGETING x TIME SLOT AD SERVER GEO PROGRAM MATIC ADV FORMATS BIDDING X DAY ANALYTICS INTERESTS/ PROFILE NATIVE ADV CALL TO ACTION MARGINAL CPX FREQUENCY CRM MOBILE ADV 4

5 Digital advertising ARTIFICIAL INTELLIGENCE INNOVATION BRAND social TARGETING PERFORMANCE 5

6 Targeting M20 GEO LOCATES YOUR MOBILE ADVERTISING STRATEGY WITH STANDARD AND RICH MEDIA FORMATS IN ITALY AND ABROAD. Geofence: delivery of the campaign around the points of interest of the advertiser in a range between 50 mt and 5 km Georemessaging: Through an innovative technology based on Gps, you can contact the users who have attended in the last 30 days, for at least 15 minutes and no more than two hours, a given POI point of interest. For both types and for projects supplying at least 5 milions impressions, Mediae20 can provide the details of the visits within the points of interest following the geo marketing activities! 6

7 Targeting SMS ADVERTISING SEX AGE CARRIER SMS ADV 7 Millions of users profiled for age, sex and postal code 97.5% of the SMS reach their destination Technology to verify active numbering No disturb rule - 2/3 messages per month per user 7

8 Targeting SMS BULK Enhances the CRM and marketing activities of companies by sending sms We reach your database with a click Receipt notification Customized sender 8

9 Digital advertising ARTIFICIAL INTELLIGENCE INNOVATION BRAND social TARGETING PERFORMANCE 9

10 Performance WE ARE SPECIALIZED IN THE PROVISION OF PERFORMANCE CAMPAIGNS. THE ADVERTISER ONLY PAYS THE RESULTS SHARED WITH OUR TEAM. CPA COMPENSATION (COST PER LANDING ) COST PER LANDING - CPA Mediae20 guarantees the complete opening of the landing page. It is also possible to optimize the campaign by adding other KPI, e.g. time spent on site, session visited exc.. 10

11 Performance WE ARE SPECIALIZED IN THE PROVISION OF PERFORMANCE CAMPAIGNS. THE ADVERTISER ONLY PAYS THE RESULTS SHARED WITH OUR TEAM. CPA COMPENSATION (COST PER LANDING ) CPI COMPENSATION (COST PER INSTALL ) COST PER INSTALL CPI Mediae20 guarantees the app installation and the company only pays for the successful installation and opening of the app. The possibility to optimize the traffic sources allows us to improve the quality of downloads and, by inserting a postback url, to monitor the actions that the user performs within the application. 11

12 Performance WE ARE SPECIALIZED IN THE PROVISION OF PERFORMANCE CAMPAIGNS. THE ADVERTISER ONLY PAYS THE RESULTS SHARED WITH OUR TEAM. CPA COMPENSATION (COST PER LANDING ) CPI COMPENSATION (COST PER INSTALL ) CPL COMPENSATION (COST PER LEAD ) COST PER LEAD CPL Mediae20 optimizes the traffic sources for building databases of potential customers. Few and indispensable information to build a high quality database 12

13 Performance WE ARE SPECIALIZED IN THE PROVISION OF PERFORMANCE CAMPAIGNS. THE ADVERTISER ONLY PAYS THE RESULTS SHARED WITH OUR TEAM. CPA COMPENSATION (COST PER LANDING ) CPI COMPENSATION (COST PER INSTALL ) CPL COMPENSATION (COST PER LEAD ) CPS COMPENSATION (COST PER SALES ) COST PER SALES - CPS The web service connection with the call center allows us to transform leads into sales and optimize the CR (conversion rate) between leads and sales. E.g: Cost per appointment in a dealership through a shared calendar tool 13

14 Digital advertising ARTIFICIAL INTELLIGENCE INNOVATION BRAND social TARGETING PERFORMANCE 14

15 Innovation CHAT-BOT BANNER Dialogue is the most personal mean of interaction. The way people communicate is changing, communication in CHAT is becoming the main tool for interaction among people but especially between people and brands, both on the web and on mobile. 20 MILLIONS COMPANIES communicate with users through messages 2 BILLIONS MESSAGES sent between companies and people on FB and messenger 56% OF USERS prefer to interact with brands by chat 15

16 Innovation CHAT-BOT BANNER The ChatBot Banner offers new possibilities for interaction with users. The click will become the starting point for a one-to-one communication, where users and prospects will be involved in a highengagement chat with unlimited text and multimedia content. ChatBot will allow an easy and natural communication with users. It will be able to provide all the information required to promote a product / service The ChatBot will also be able to collect the data necessary for a high quality database building 16

17 Innovation VIDEO ENGAGE Video engage is an innovative format that allows the user to interact with the spot. There are multiple possibilities such as the store locator, the social network sharing, the search for given references or the compilation of a lead form

18 Innovation IMPACT The 3d box is a rich media format. Striking, interactive, it allows a high level of user involvement thanks to the moving 3d. It is possible to implement the store locator in the rotation for a maximum of 50 dealers! Video Corner is a floating video format that is located at a fixed position on the corner of the screen and does not disappear at the scroll Bat and Bigfoot are the display versions of the Video Corner, located on the left side and on the bottom of the screen, respectively

19 Marketing Multimedia and Mediae20 NETWORK CONTRACT The partnership between Marketing Multimedia and Mediae20 was established in January 2018, to meet the needs of the advertisers in terms of DEM performance, targeting and innovative brand formats. Mediae20 thus becomes an interlocutor able to respond to all customer needs, from the construction of the website and / or launch of the app, to the study of the social / search strategy, to the programmatic ADV and ad hoc brand awareness solutions. MEDIA STRATEGY Integration with all SSPs (sell side platform) and DMP (data management platform) that allow our digital team to have constant access to worldwide inventories and technologies. Tracking and Optimizing of all the campaigns delivered, both brand and performance based on KPIs indicated by customers 19

20 Digital advertising ARTIFICIAL INTELLIGENCE INNOVATION BRAND social TARGETING PERFORMANCE 20

21 The scientific partner A 24-months research project with the aim of creating the first Artificial Intelligence solution to optimize Digital ADV investments on the 3 main Performance Marketing channels. 21

22 AI Algorithm The partnership with AIRLAB (Research Group in Artificial Intelligence of the Milan Polytechnic) has generated an algorithm for optimizing the Digital ADV campaigns through machine learning that positions Marketing Multimedia at the state of the art also in the scientific field. NOVEMBER 2017 Association for the Advancement of Artificial Intelligence (AAAI), the world's most prestigious conference on artificial intelligence, selects the scientific article presenting the algorithm of MediaMatic as best practice for this year's edition. JANUARY 2018 The article illustrating the theoretical basis for certifying the "optimal convergence" of the developed algorithm is shortlisted for the International Joint Conference on the Artificial Intelligence / European Conference on Artificial Intelligence (IJCAI-ECAI-18). 22

23 VOLUMI AI Algorithm BIDDING DYNAMIC LEVERAGING Definition of mix channels / tools Optimal Budget allocation Predictive analysis of volumes Marginal cost / acquisition 23

24 Business Proposition The evolutionary modulation of the three main Digital Marketing channels - Search Engine ADV, Social Media ADV and Programmatic ADV allows to maximize the performance of the investments in Digital Communication. SOCIAL MEDIA ADV SEARCH ENGINE ADV PROGRAMMATIC ADV Algorithms with Artificial Intelligence guarantee unique levels of speed, flexibility and scaling up in the market. T0 T1 24

25 Digital Media Planning e Programmatic Buying In a market where Digital ADV now accounts for 29.9% of Media Spending, Mediae20's planning strategy is based on three channels that represent different steps of the customer-journey, with specific characteristics and values. However, all three are based on similar purchase and segmentation logics, which offer a wide range of levers on which to build a successful Media Mix. Classified Display (Banner + Video) Search Social Media Search Engine ADV, Social Media ADV and Programmatic ADV (used to mange 24.8% of Display Banner + Video activities today), are the Web Channels with the highest YOY growth rates. Considering the breakdown of Digital Media spending 2017, these three channels represent 59% of the online ADV, a percentage destined to grow exponentially in the coming years. Fonte: Osservatorio Internet Media Politecnico di Milano e IAB Italia, Novembre

26 Methodology The model is based on an ongoing process of learning and fine tuning of the ADV campaigns, that allows the real time leverage of all the main parameters, both intra-channel and cross-channel, in order to locate and keep the balance between investment and target. TARGET CONTENT TIMING PRICING SEARCH ENGINE ADV SOCIAL MEDIA ADV PROGRAMMATIC ADV KPI AWARENESS INTEREST CONSIDERATION PURCHASE AI OPTIMIZATION 26

27 Monitoring & Reporting All the main campaign KPIs are monitored day-by-day through the analysis and reporting platform that will incorporate data from all active campaigns, coming from various sources (ADV platforms, AdServer, e-commerce platform, etc.) In addition to the daily monitoring via the platform, the workflow provides regular alignment meetings for sharing analysis of results, trends / forecasts and for the evolutionary remodulation of the Media Plan. 27

28 AGOS CESSIONE DEL QUINTO CASE STUDY #1

29 Portfolio THE PROJECT AGOS has entrusted exclusively to Marketing Multimedia the promotion of the "Cessione del Quinto" line, aimed at very specific audiences such as Public and Private Employees and Retired. The MediaMatic Box platform was used for the management and optimization of the Search Engine ADV campaigns, Social Media ADV and Programmatic ADV, in order to generate financing requests that meet stringent qualitative and quantitative requirements. In the first three months, the acquisition cost decreased by 20% compared to the previous quarter.

30 AGOS CQS The Project TARGET Financing requests Strong Competition Complex conversion Consolidated historical series Maximum attention to ROI 30

31 AGOS CQS Results FINANCING REQUESTS Marzo Aprile Maggio Giugno Luglio Agosto Settembre Ottobre Novembre Dicembre Gennaio Febbraio Marzo Aprile

32 AGOS CQS Results FINANCING REQUESTS Marzo Aprile Maggio Giugno Luglio Agosto Settembre Ottobre Novembre Dicembre Gennaio Febbraio Marzo Aprile

33 AGOS CQS Results FINANCING REQUESTS Growing volumes Acquisition cost -32,9% Marzo Aprile Maggio Giugno Luglio Agosto Settembre Ottobre Novembre Dicembre Gennaio Febbraio Marzo Aprile

34 Our portfolio