How the Right Measurement Framework and Partnership Marketing Can Dramatically Increase Efficiency, Effectiveness & ROI of Digital Advertising

Transcription

1 How the Right Measurement Framework and Partnership Marketing Can Dramatically Increase Efficiency, Effectiveness & ROI of Digital Advertising

2 The challenge For advertisers in the online advertising space, partnership marketing is the ideal solution to current ecosystem challenges due to its ability to increase brand equity, enabling improved targeting accuracy and higher ROI. Today s world of media buying and selling is fast-paced, with competitive advantages accruing for those who create deeper marketing partnerships, and those who can make decisions in real time. Real-time data creates the opportunity for greater efficiency and improved campaign outcomes. Marketers and their publisher-partners who are fleet of foot and able to quickly understand the extent to which their campaigns are delivering as planned, and who can then take corrective action as needed are realizing improved financial ROI. keekoo, a major online, private sales company, sought EverydayFamily.com s assistance to improve the quality and efficacy of its digital advertising, increase brand awareness in moms and moms-to-be and amplify ROI. The vendor used traditional run-of-network publisher advertising prior to its partnership marketing with EverydayFamily.com. The company implemented various digital media channel strategies, but found overtime that its lack of partnership marketing and real-time data created many limitations. Its limited ability to overcome current advertising network challenges thwarted opportunties to increase ROI. As a performance-based advertiser, keekoo needed a solution that would provide detailed, realtime analytics to improve its campaign outcomes.

3 The approach Through partnership marketing, EverydayFamily.com s Marketing team has found it is possible to evaluate and improve any digital media campaign during each stage of the advertising process: pre-market, in-market and post-campaign. In order to reach its specific digital advertising goals, EverydayFamily.com s team worked directly with keekoo to create the right strategy, measurement and optimization tactics. EverydayFamily.com s team first created a customized, strategic approach for planning, executing and measuring the effectiveness of the campaign s ability to drive lead generation and increase brand awareness and sales. Due to keekoo s standards for excellence, all creative design was required to pass a certain quality threshold, which incorporated EverydayFamily.com s expertise on what resonates best with its specialized audience of moms and moms-to-be, during the pre-market phase. Throughout the in-market phase, keekoo s digital campaign was monitored on a continuous basis, using real-time data and a custom dashboard, which was developed during the pre-market phase. This dashboard continually fed data to both keekoo and % of ROS Impressions Converting to Members EverydayFamily.com. The data provided select key Conversions performance indicators at the publisher, placement and creative-level. Newsletter Conversions Co-Registration Conversions EverydayFamily.com s marketing team worked CPM/eCPM closely with keekoo to identify every opportunity, ROI for improvement of the campaign s delivery. Inmarket adjustments were then made, based on a comparison of real-time results to campaign goals. In-market optimization was carried out at the publisher level, moving media dollars across publisher channels as necessary, with EverydayFamily.com making adjustments on its site channels as needed. These adjustments are much more difficult or impossible to do in real time within Ad Networks or RON Publisher relationships.

4 EF.com leverages brand insights, imagination and innovation to create engaging brand experiences that resonate with our life stage audience. As strategic partners for our clients, we are built to quickly develop and execute ROI-driven, custom solutions for quality brands like keekoo. NOAH ANDERSON, CEO EverydayFamily.com keekoo In-Market Analysis (Q3/Q4) Media Channel Avg EF.com Conversion Avg RON Conversions Base Impressions Avg EF.com Performance Frequency 6,950 4,112 1MM 169% Monthly Co-Reg 17,500 12,300 N/A 143% Monthly Display 1, , % Monthly keekoo In-Market Analysis (Q3/Q4) Benchmarks in keekoo s custom dashboard, used to ensure a consistent and systematic approach to improving delivery of a media plan. Post-campaign Finally, to asses the actual impact of its campaign, keekoo and EveryayFamily.com used goals against delivery metrics that evaluate the conversion and gross sales lift from digital advertising efforts. With these tools, keekoo and EverydayFamily.com were able to measure changes in key conversion metrics, in addition to the gross sales lift, generated by its campaigns. Insights gleaned from these real-time results not only inform in-flight campaign optimization, but can also help improve future campaign planning and execution.

5 The results After extensive research and success in the preconception, pregnancy, and parenting markets, the EverydayFamily.com team was able to show how keekoo s significantly improved financial ROI justified continual partnership marketing with EverydayFamily.com s real-time measurement approach. Armed with this data, keekoo is able to quickly understand the extent at which their campaigns are performing, and can then take corrective action as needed. keekoo In-Market Analysis (Q3/Q4) Competitive Set ROI keekoo s ROI from EF.Com 169% 139% 143% Display Co-Reg Display Co-Reg At keekoo we are continually seeking to improve the overall effectiveness of every media dollar spent. The key to enabling our decisions is understanding who each impression reaches, how those ads convert, and how well those conversions turn into sales. Being able to partner with EverydayFamily.com has created opportunities for both near real-time optimizations as well as enhanced future planning, that are simply not available with EverydayFamily.com s competition. SCOTT WHITLEY, CEO keekoo.com

6 About EverydayFamily.com s Partnership Marketing Solutions EverydayFamily.com s Partnership Marketing is an integrated solution for complete campaign delivery validation and in-flight optimization. Unlike existing ad-exchange, ad network or RON solutions, partnership marketing provides communication, delivered across a variety of channels, such as ads delivered in-view, in the right geography, in a brand -safe environment and to the right consumer at the right time. It also evaluates the degree to which impressions reach the campaign target audience, based on real-world performance against vertical competitors. About keekoo keekoo is an amazing new online store, specializing in everything that moms and moms-to-be need all at up to 80% off! It offers all of the latest and greatest brands and items from bump to baby and beyond, through its daily members-only sales events. Its members enjoy up to 80% off, and its team works hard at hand-selecting the most fabulous maternity, beauty, nursing, baby apparel, gifts, accessories and newborn gear that its members both need and love. About EverydayFamily.com EverydayFamily.com (EF) is an online home and established resource to a growing community of more than three million members who share their own everyday parenting experiences with those who are seeking guidance and support as they move through their family s journeys, from preconception, to preschool and beyond. EF focuses on delivering innovative content and community tools to its members, and world-class advertising and marketing channels to its clients. The editors at EF, as well as the entire EF community, are dedicated to providing daily content for families seeking expert and parent advice, information and support and to giving back to the communities supporting us. To learn more about the EverydayFamily.com approach to advertising, please contact us via eamil: Tony.Golden@EverydayFamily.com