Real-Time Brand Optimisation

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1 Why should you read this booklet? Digital marketing has given brand managers and marketing teams more choice, reach and flexibility than ever before. Despite the potential, outdated measurement techniques and reporting metrics hamper true online brand optimisation. Rocket Fuel s Real Time Brand Optimisation solution automatically optimises your campaigns against whatever metrics you choose, delivering brand marketing that s both successful and mearsureable. Real-Time Brand Optimisation Bringing Brand Advertising to the Digital Age No more wasting your marketing budget on communicating with unsuitable audiences, using only click-through rates to guide you: leverage the power of Real Time Brand Optimisation and enjoy unrivalled return on your marketing investment.

2 Today, Rocket Fuel is the leading provider of artificialintelligence advertising solutions, transforming digital media buys into self-optimising engines that learn and adapt in real-time, all the time, to exceed any advertising goals, from awareness to sales. Over 400 of the world s leading brands rely on Rocket Fuel to power their display, mobile, video and social media initiatives. Contents 3 The advantages of digital marketing 4 The challenges 5 Leverage the power of the internet 6 What is RTBO and how does it work? 8 Target any metrics that you choose 9 Gain valuable audience insights 10 Epson Case Study 11 Contact Details What advantages does digital marketing have over traditional methods? Since the first companies began to sell products and services, there has been a need for marketing and advertising. Traditional channels, whilst effective, have always presented challenges how do you, for example: Ensure the right people see your message? Reduce the amount you spend on unnecessary / irrelevant communication? Track the efficacy and success of your marketing investment? Encourage potential customers at every step along the acquisition route? Digital marketing answers all of these questions and others, giving marketers more flexibility and accountability than has ever been possible. 2 3

3 What are your challenges? As internet usage continues to increase, and user habits develop, advertisers are increasingly reliant upon outdated measurement techniques. Brand marketers need online campaigns to drive genuinely meaningful metrics such as awareness, preference, purchase intent and offline sales unfortunately, many of today s ad placement systems are still built around traditional online metrics, optimising campaigns towards click-through rates, ad impressions and engagement times. Metrics most valuable for brand campaigns Percent of respondents 6 40 #3 #2 What brand marketers want What brand marketers get Rocket Fuel allows you to truly leverage the power of the internet. To maximise the results of your marketing efforts, you need a way of continuously monitoring the effectiveness of your campaign, allowing you to ensure that the right messages are shown to the right audience at the right time. Rocket Fuel has harnessed the technical creativity of many of the industry s leading minds, producing a range of cutting-edge marketing solutions: more than ever before you re able to automatically optimise your brand strategy towards a whole range of metrics without even lifting a finger. This all takes place dynamically, whilst your campaign is up and running. Only by optimising your brand management and messaging strategy can you be confident your marketing investment is delivering true value. 20 #1 0 Brand Awareness Likelihood to recommend Conversation Rates Click- Through Message Association Time Spent On Page View Through Purchase Intent Favorability Recall Unique Visitors Ad Impressions/ Views Interaction Rate Engagement Time 4 5

4 What is Real-Time Brand Optimisation and how does it work? Rocket Fuel s RTBO delivers the industry s first real-time campaign optimisation solution based on brand perception and audience characteristics. Combining tracking technology with in-banner surveys, our platform automatically tunes your campaign to focus on the audience most likely to engage with your brand message, whether you want to: Create awareness for a new brand Influence those making immediate decisions 1. Throughout your campaign we deliver single question in-banner brand surveys to your target audience. 2. Surveys are processed and data is sent to us in real-time. 3. We track performance and analyse the data. 4. We use our real-time optimisation technology to boost performance of your brand metrics as the campaign runs Recruitment Brand Survey Question Response Increase long-term brand consideration Are you aware of [product/service]? No more waiting for your next campaign before you can leverage what you ve learnt you can now put it into immediate effect, ensuring true campaign agility. User is served a single-question survey. Do you know that [message associated with product/service]? Do you intend to buy [product/ service] in the next 30 days? User completes survey & submits response. RTBO has been proven time and again to deliver dramatic results to advertisers in every sector. 6 7

5 Build entire campaigns around either audience or brand-focussed metrics Now that you re no longer constrained to traditional online measurement metrics, you can choose exactly what you want to achieve. Audience-Focused Metric: Percentage of target audience reached with specific attribute increases as campaign runs. You have the power to target just those results that are most important, designing campaigns around key audience characteristics such as: brand favourability, intent to purchase or brand awareness. Arming you with Deep Insights As part of the solution, Rocket Fuel identifies the key drivers of your campaign s success, taking into consideration characteristics as diverse as: Pet Owners Response (%) week Content & Creative, Demographics, Geography and more. Brand-Focused Metric: Percentage of people with purchase intent behavior inreases as campaign runs. 4 35% 3 25% 2 15% 1 5% Purchase Intent (% likely to purchase ) week You ll understand what s important and what isn t so that you get smarter, faster. Not only is this information used to improve future online marketing, but you ll also benefit from insights into consumer profile characteristics as they relate to your brand, ensuring that all future on and offline marketing and creative strategies are more targeted, more effective and more valuable than ever before. 8 9

6 Rocket Fuel and RTBO deliver dramatic results for Epson across Europe Objective: Drive lift in consideration for Epson Printers across multiple European markets. 6 4 % Change in Brand Consideration Rocket Fuel were a key partner in helping Epson drive consideration among business users and buyers across the UK, Germany, France and Spain. A 56% brand lift in Germany is truly amazing. Rocket Fuel s RTBO solution really demonstrates true brand lift, and we look forward to working closer with them on more brand projects in 2012! Lyndsey Best, Company Director Agenda % -5 % UK France Germany Spain Objective: Target and displace competing brands % Change in Brand Consideration Xerox HP Lexmark Canon Epson With its Real-Time Brand Optimisation solution, Rocket Fuel can deliver a shift in the advertiser s brand consideration away from competitors. Objective: Increase consideration across key brand attributes. 25% 2 15% 1 5% Control Exposed Recognition of Epson Printers as being faster and more energy efficient than average both increased, whilst recognition as a low cost printer remained unchanged. RTBO works for every brand Rocket Fuel s Real-Time Brand Optimisation platform will help you generate a longer term return on your marketing investment, finally putting the power of the internet squarely in your hands. To see how you can benefit, contact us today: Telephone: General Enquiries: Sales Enquiries: infouk@rocketfuel.com salesuk@rocketfuel.com Speed Cost Energy Efficiency 10 11