10/3/2011. Who Is WWE?

Transcription

1 WORLD WRESTLING ENTERTAINMENT Acxiom Retargeting Campaign John Bancroft, VP ecommerce and Retail Marketing Bill Burkart, VP Agency Services, Acxiom Who Is WWE? WWE, Inc. (NYSE: WWE) is a publicly traded entertainment company, currently the largest professional wrestling company in the world, broadcasting in 30 languages to more than 145 countries across the world Known primarily for Raw and SmackDown, reaching 13 million viewers in the U.S. alone 2 3 1

2 Who Is WWE? Annual revenue is $477 million (2010) Four core business areas Live Events and Televised Entertainment Consumer Products Digital Media WWE Studios 4 Multi-Platform Global Entertainment Company 140 Superstars and Divas Under Contract WWE Events 6 shows per week events annually Television Programming 145 Countries / 30 Languages 14 million viewers / week (U.S.) 7 hours of original programming/week Pay-Per-View 13 events annually Approximately 5 + million buys Music Original releases itunes, Amazon.com Consumer Products 200+ Licensing Partners Global partnership with Mattel 23 books on NY Times Best Seler List Home Video 30 DVD releases annually titles in catalog WWE.com 12.7 million unique visitors/month million page views/month 210k orders / year WWE Studios Slate of 9 films WWE Magazine million readers WWE Mobile 1.4 billion global subscribers WWE Kids (Magazine; Website) 650,000 audience 5 Recognized Leader Delivering the Power of Scale We serve 5,700 clients in 40 countries, 20 languages and actively manage 350 of the largest 500 marketing ecosystems worldwide Named No. 1 U.S. Agency in 2010 for third year in a row, Ad Age Named No. 2 in World s Top CRM / Direct Marketing Agencies, Ad Age No. 9 in the World s Top 50 Agency Companies, Ad Age 6 2

3 Build Campaigns from the Consumer s Point of View Recognize Optimize Personalize Measure Create Deliver 7 Business Opportunity Transform WWEShop.com from passive ecommerce into a major revenue generator Evolve from a traditional 2000s site into a vehicle leveraging consumer insights and behaviors Maximize financial potential while progressively reducing cost per sale 8 Goals Magnify the financial power of WWEShop.com and impact on bottom line Drive incremental orders and sales of WWE merchandise Generate learnings on efficacy of creative units Meet or exceed a 5x Return on Ad Spend 9 3

4 Achieving These Objectives Built a foundation of consumer insights through Personicx LifeStage Utilized those insights to drive incremental orders through a pilot plan to test the financial return by using site retargeting Confirm revenue lift by creating ad exposure test and control groups 10 Understand WWE s Online Audience We took a behavioral view of who is visiting the site and interacting with product offers Seeded paid media traffic by targeting top-indexing Personicx LifeStage clusters Buy audiences, not certain sites or sponsorships Over-indexing Personicx LifeStage segments on WWE.com as measured by comscore, July Who Are These Top WWE.com Visitors? Two segments below over-index for WWE.com site visits What do they have in common? No Kids, Suburban dwellers How are they different? Marriage, Home ownership, Income and Net Worth 12 4

5 Audience Segmentation or On-Site Behavior? We discovered that we needed to cast a broader net and focus on behavior, not consumer segment Focus on prospects who self-qualify for re-messaging because they have visited product pages Amplify sales potential against WWE.com paid and organic traffic by remarketing to non-purchasers via retargeted media Capture visitors into our ecommerce net Filter for consumers who have exhibited buying signals 13 What Is Retargeting? A means to address prospects who have visited your site, but have not converted A small image file and piece of code is placed on a marketer s site which sets a cookie on a consumer s Web browser denoting a site visit The presence of that cookie allows marketers to buy display inventory against those visitors across a wide range of ad networks and DSPs 14 U.S. Marketers using retargeting have grown from 17% in May 2010 to 22% in December 2010, Source: AudienceScience / Emarketer Dec

6 How to Build a Retargeting Campaign in Seven Easy Steps Step 1 Consumer comes to the WWE.com site via organic traffic or paid media Step 2 Consumer browses site or refines visit to a get detail on a product 16 How to Build a Retargeting Campaign in Seven Easy Steps Step 3 As consumer arrives on product page, a 1x1 pixel (invisible image file) opens, alongside visible site content + 1x1 pixel Step 4 Presence of 1x1 tracking image triggers the consumer Web browser to record the visit and details about product search in a browser cookie Cookies are widely used in storing login IDs, user's preferences, or shopping cart contents How to Build a Retargeting Campaign in Seven Easy Steps Step 5 Acxiom and our media partners can detect browser cookies of past online window shoppers and buy these audiences through real time media bidding Step 6 As consumers travel the Web, we get a second chance to message to them Better yet, use creative speaking directly to their product interest 18 6

7 How to Build a Retargeting Campaign in Seven Easy Steps Step 7 If a consumer responds to retargeting display unit and purchases on WWEshop.com, another browser cookie is set noting the conversion This already converted consumer is removed from the media campaign 19 Pages Visited Relates to What You See Search for WWE shirt WWE shirt creative 20 Pages Visited Relates to What You See Purchase Exclusion from display remarketing 21 7

8 Measuring Ad Impact and Sales Lift Search for WWE DVDs Control group PSA message 22 Where You Went Relates to What You See Purchase at later date? Tracked to measure exposed and control populations to prove out return on ad spend 23 Results and ROI for WWE 30,749 total orders and $1,606,289 generated in revenue This excludes sales data from Monday and Friday broadcast night site traffic spikes 3x+ increase in retargeting average CTR with dynamic creative $52+ average order We bodyslammed our 5x ROAS goal into a 13x Return on Ad Spend 24 8

9 Challenges Thank You! 9