Yariv Drori - VP of Programmatic Advertising Operations, MultiView. Beyond the Obvious: Yariv's 7 Rules for Smart Digital Campaigns

Transcription

1 Yariv Drori - VP of Programmatic Advertising Operations, MultiView Beyond the Obvious: Why digital display ad campaigns can, and should, make a critical part of today s B2B marketing budget.

2 Display ads are simply ads on websites that communicate a company's message and branding to their potential buyers at different stages of their buying journey. Sometimes called banner ads, they build brand awareness across smartphones, tablets and desktops that in turn boosts 728x90the likelihood of a sale. Before we dive into the rules, we do have to make a confession: we're going to tell you something a little obvious. The shape, size and frequency change easily to fit your audience, 300x250 your message and your budget. 320x x 600 It's obvious that getting them right is critical to your success. But that's why we're going beyond the obvious by letting you in on Yariv's 7 Rules for Exceptional Digital Display Ads, revealed in the following slides. 2

3 Rule #1 Digital display ads make a wise marketing investment for B2B advertisers because the buying journey for all products and services has shifted heavily In a recent survey, 74% of business buyers told Forrester they conduct more than half of their research online before making an offline purchase. - Forrester to the online arena. The average person spends 7.6 hours a day online, in a blend of work and leisure. Think of it: Your ads have nearly 8 hours each day to grab the attention of buyers. While they re working, and even when they re not, digital display ads can influence and inform the buying process, 365 days a year, 24 hours a day. Where else do you get a daily opportunity to connect with your potential and current customers? 3

4 That data is collected as a person travels across the internet, searching for answers, reading industry news, researching competitors, researching business products and services and attending webinars. Rule #2 Great advertising campaigns may seem like magic but are really Data allows marketers to cherry-pick their audience and deliver ads that are highly targeted to that person s interests, as interpreted by recent searches and site visits. And not just any ads, but ads perfect for a person s buying journey, from brand awareness to post-sale. based on hard-core data. BEHAVIORAL WHAT THEY RE DOING ONLINE Visits several sites to check salary ranges at competing hospital pharmacies and to research purchase of automated dispensing units. PERSONA WHO THEY ARE Pharmacy manager, 43 years old, female, member of AAPS.org, movie buff, married with children at home. RETARGETING WHERE THEY VE BEEN ONLINE Deliver ads appropriate for her point in the buying journey. 4

5 Rule #3 46% of B2B buyers are millennials. 60% to 70% of the buying journey is completed before a customer contacts your company. The buying journey has permanently changed. So must your marketing budget. The trusty old B2B buyer is vastly more independent. No longer content to travel down a predictable sales funnel, today s buyer self-educates online long before contacting you. Product details, technical specs, analyst ratings, user reviews and even prices all can be found with a few clicks. A targeted, visually compelling B2B display advertising campaign helps your company remain top-of-mind during all stages of the buying journey by: Building brand awareness, keeping you top-of-mind and exerting direct and indirect influence 5

6 The data in a customer profile lets you show ads only to those who are: Rule #4 - Searching for your product or service Data helps you build and - Researching your competitors Audiences deliver your B2B ads with - Attending a trade show or conference greater effectiveness Automated Buying - Members of a specific trade association Optimization Data - In a certain industry or job - Similar to your current customers - Visitors to your website Dynamic Experiences - Current and former customers As a campaign moves along, more data flows in allowing you to determine what s working in real time by: message, publisher, geography, keyword and time of day. This additional information lets you adjust your campaign to zero in on what s working best. The results? A highly effecient ad spend. 6

7 Rule #5 Digital display ads make efficient use of your marketing dollars. Yes, traditional marketing plays an important role. You still need a website, trade shows, conferences, direct mail and media relations. But, data-driven display ads help you influence the buyer precisely where they are, at precisely the right moment in a real-time process called programmatic advertising. Programmatic advertising works like this: A reader goes to a webpage where advertising spots are available. You participate in a bidding process to place your ad in front of that reader. In 200 milliseconds, the winners deliver their ads to that page. Personas and targeting deliver exactly the right ad. The challenge: Real-time buying means your display ads must compete on web pages with any other company hoping for that reader s attention. How Do You Stand Out?... 7

8 We all know that work and leisure time blend these days. For the B2B purveyor of products and services this means your ads must visually compete with B2C ads. Rule #6 Consider that vice president of engineering you wish to capture with your ad. Many companies could be targeting him, both consumer and professional, based on his recent online behavior. After all, he s a business buyer and a consumer buyer. During his next visit to ESPN.com, your VP may be served ads for your product, his next vacation destination and his son s college. Compelling ads defeat banner blindness. You have 1-3 seconds to capture his attention....make those seconds count with: Captivating design, Inspired messaging and appeal that incites action. NOW the last, and perhaps most important, rule of all 8

9 The obvious is obvious. It s time to relegate boring B2B ads to the dustbin. To truly stand out, make your B2B ads funny,smart, and above all, relevant. After all, your ads must operate in the same quality class as the biggest consumer brands. Rule #7 Creativity is the new differentiator in B2B marketing. B2B marketing shouldn t be boring. Dig deeper to find the compelling story behind your brand and product, then push it into the sunshine. 9

10 About Yariv Drori As MultiView s Vice President of Programmatic Ad Operations, I help more than 2,000 B2B clients connect with their audiences. It s been a fun journey from fish farming on a kibbutz in Israel to here. In between, I went to art school for photography and animation, worked as an animator, then joined an ecommerce firm that created immersive shopping experiences (it was hot in 1998!) for world-famous luxury brands like Neiman Marcus, Brooks Brothers, Kate Spade and Barneys NY. From there I joined another start-up that evolved into Sizmek, then moved to adap.tv, which sold to AOL. I even ran an ad agency in NYC before coming to Dallas. I still love photography and English football (that s soccer in American). Learn more about digital display and Follow me on what it can do for your business solutions@multiview.com About Us We've been doing this a while, for over 15 years in fact. In that time, we've completed more than 1 million ad campaigns and successfully connected potential buyers to advertisers just like you. Our sheer numbers prove it: we've served over 150,000 advertisers and created more than 400,000 custom ads. Identifying and reaching your most qualified potential buyers through behavioral targeting starts by partnering with a company that gets B2B and gets real results through end-to-end service. Simply put, it starts with MultiView. 10