AN OMNI-CHANNEL SEMINAR?

Transcription

1 INTRODUCTION

2 Why do we organise AN OMNI-CHANNEL SEMINAR? CLIENT ROI RELEVANCE OMNI- CHANNEL DATA

3 BISNODE OMNI-CHANNEL JOURNEY BISNODE DATA Your own media Direct Mail Other Social Networks BUSINESS INTELLIGENCE TARGET GROUP Out Of Home Facebook Instagram Messenger Google Ads Display CLIENT DATA Video Target TV Ads Youtube Amazon Digital Radio Telemarketing Fixed Phone Mobile Phone SMS

4 BISNODE OMNI-CHANNEL JOURNEY Active Investors Product Personae-based audience TARGET GROUP Prestige cars buyers 10% highest purchase indicator

5 Bisnode Belgium LODE LAUWERS

6 IF THE CHANNEL IS THE VESSEL, DATA IS THE OIL

7 TARGETED ADVERTISING What it is PII MATCHING TV SET-UP BOX OWNERS CONSUMER PROFILES BISNODE

8 TARGETED ADVERTISING What it feels like OPT OUT Placeholder Targeted Spot A Targeted Spot B

9 THE TV ECOSYSTEM HAS CHANGED Buying approach Inventory Data / Technology Traditional Addressable

10 THE TV PRICING HAS CHANGED Dynamic targeting possibilities Pre-defined targets & sizes Ability to leverage multiple data sets CIM / Nielsen A18-34, A25-54, etc. STB BMW Drivers, Social Class, pets, children, etc. GRP IMPRESSIONS

11 HOW TO PLAN A CAMPAIGN FOR ADDRESSABLE TV

12 DATA IN MEDIA PLANNING When using data you need to follow three steps: Step 1: Determine campaign goal Step 2: Find KPI s to measure your goal Step 3: Choose the right channels to drive that goal

13 DATA IN MEDIA PLANNING When using data you need to follow three steps: Step 1: Determine campaign goal Step 2: Find KPI s to measure your goal Step 3: Choose the right channels to drive that goal

14 DATA IN MEDIA PLANNING Step 1: Determine campaign goals CONSIDERATION AWARENESS DRIVE SALES

15 DATA IN MEDIA PLANNING Step 1: Determine campaign goals USE DATA FOR MEDIA SPENDING CONSIDERATIO OPTIMALISATION N 50% AWARENESS TRADITIONAL TARGETING ASPIRATIONAL TARGETING DRIVE SALES

16 DATA IN MEDIA PLANNING Step 1: Determine campaign goals CONSIDERATION USE DATA FOR TAILORED ADVERTISMENTS AWARENESS 30% DRIVE SALES ASPIRATIONAL TARGETING CRM TARGETING

17 DATA IN MEDIA PLANNING Step 1: Determine campaign goals CONSIDERATIO USE DATA TO MAXIMIZE CONVERSIONN AWARENESS CRM TARGETING MODEL DRIVEN TARGETING DRIVE SALES

18 DATA IN MEDIA PLANNING When using data you need to follow three steps: Step 1: Determine campaign goal Step 2: Find KPI s to measure your goal Step 3: Choose the right channels to drive that goal

19 DATA IN MEDIA PLANNING Step 2: Determine campaign goals Views Awareness lift AWARENESS Unique users Ad recall lift Impressions

20 DATA IN MEDIA PLANNING Step 2: Determine campaign goals Soft response data CTR CONSIDERATION Watch Time Brand interest lift

21 DATA IN MEDIA PLANNING Step 2: Determine campaign goals Sales App installs SALES Orders

22 DATA IN MEDIA PLANNING When using data you need to follow three steps: Step 1: Determine campaign goal Step 2: Find KPI s to measure your goal Step 3: Choose the right channels to drive that goal

23 DATA IN MEDIA PLANNING Step 3: Determine Best Channel Paper Press Radio Social DIRECT INTERACTION CAPABILITIES Telemarketing TV INDIRECT INTERACTION CAPABILITIES Out Of Home Display Direct Mail Video People can directly interact with an ad (ex. by clicking on it) Best to drive sales Because of the interaction people are more often blocking ads and less likely to actively listen to your message Can work as a single touch People can not interact with an ad Best to generate awareness People are more likely to actively listen to your message Works best when followed up with a call to action on an direct channel Source: marketingweek

24 A CASE STUDY FROM ADDRESSABLE TV INTERNAL USE ONLY

25 CASE : DRIVE SALES WITH TV ADS Step 1: Determine campaign goals CONSIDERATIO USE CASE: DRIVE SALES FOR A CAR BRAND N Client: A car company Campaign Goal: Sell cars during and after autosalon. Media planning goal: Prove that Lookalikes have higher AWARENESS conversion than Aspirational DRIVE SALES

26 CASE : DRIVE SALES WITH TV ADS

27 CASE : DRIVE SALES WITH TV ADS

28 CASE : DRIVE SALES WITH TV ADS

29 CASE : DRIVE SALES WITH TV ADS

30 CASE : DRIVE SALES WITH TV ADS Selection CIM & Aspirational selections are not aligned with buyers profiles Viewing Reach is between 70 and 85% in general and is not much influenced by selection method 70% of reach is obtained after 3 10 days depending on the car watchers and non watchers have the same profiles Sales Look-alike selections : always a significant increase of conversion % (2 to 5 x higher uplifts) CIM and Aspirational selections : no major difference in conversion OTS improves conversion%, with a more visible effect on Look-alike selections OTS increase shows its effect as from 10 times and seems to maximize conversion around 30 times

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