DV 2016: Winning Over Today's Digital Multi-Taskers
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Hunter Hoffman, Yahoo In this session, learn about the brands that are finding the most success in winning over today's digital multi-taskers, including the best practices they are employing, and how integrations between leading technologies like Tealium and Yahoo partnership are enabling marketers to deliver better customer experiences.
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DV 2016: Winning Over Today's Digital Multi-Taskers
- 1. © 2016 Tealium Inc. All rights reserved. | 1 Winning Over Today’s Digital Multi-Taskers Hunter Hoffman, Yahoo
- 2. 9 switches per hour 60%of cross device use happens during prime time, with on average 9 devices switches per hour 57% Over halfof the time a TV ad is on, attention is on another screen 2 How do you reach today’s digital multi-taskers? Smartphone AdsTV Ads 53 EMOTIONAL RESPONSE 43 EMOTIONAL RESPONSESmartphones get 10%more primary attention than TV and ads get more emotional response
- 3. 3 51%of digital buyers in the U.S. will be using a smartphone to complete a purchase by next year How do you reach today’s digital multi-taskers?
- 4. 4 YAHOO’S 2016 FOCUS DATA CONTENT TECHNOLOGY
- 5. 5 Yahoo Gemini’s technology powers intent driven advertising Target, reach and engage your audience to drive measurable brand results and offline sales with native advertising ENGAGING AD FORMATS EXPANSIVE REACH SUPERIOR TARGETING MEASURABLE RESULTS SEARCH CONTENT SOCIAL MAIL APPS Yahoo Gemini translates data into intent signals Connecting advertisers with the right audiences to meet their objectives
- 6. Install Now Engaging ads that deliver on key performance metrics AP P M AR K E T I N G Entertainment advertiser saw 2x ROAS compared to other platforms N AT I V E D I S P L AY Finance advertiser saw 2x conversions compared to other formats N AT I V E V I D E O Auto advertiser saw 50% higher completed view rate compared to industry S E AR C H Retail advertiser saw 240% higher CTR compared to industry Performance and Style The 2015 Alta delivers peak performance and style Alta Autos Hollywood Headlines Actor cast in new movie expected to receive award for their role in this year’s Summer blockbuster. 2016 Awards Show Styles and Red Carpet Preview Read More This Week’s Deals Sale prices on everything! Don’t miss this deal Shop Now Install Now Financial News How will interest rates affect the market? The Stock Market is up at end of today’s trading Read More
- 7. Website Actions 7 Mobile Advertising IDs In-App Actions Look-A-Like Target audiences who have visited or have taken a specific action on your website Target audiences who already have your app Re-engage and upsell audiences who have previously used your app Expand reach by up to 10X to find people similar to your existing customers Yahoo Custom Audience leverages the power of your data to grow your audience Finding & targeting new audiences with native ads
- 8. 8 • Upload mobile advertising IDs of users who have downloaded your app but are not frequent users. RE-ENGAGE APP USERS • Implement Dot on all site pages – only one tag needed with deep integration w/Tealium. • Use website custom audiences to define the visitors to retarget based on their actions. RETARGET SITE USERS Yahoo Custom Audience best practices Retargeting your most valuable users & discover new potential customers REACH NEW USERS LIKE APP USERS • Create lookalike audience from a mobile advertising ID seed list (pilot). REACH NEW USERS LIKE SITE VISITORS • Use website actions to create a lookalike seed.
- 9. Custom Audience targeting drives return users for apps 9 11% MORE ENGAGEMENT
- 10. 10 OBJECTIVE Drive subscriptions and generate leads for financial content site. RESULTS • CTR was 6.2% higher than industry benchmark • CPM was 52% lower than industry standard Finance brand invests in native ads The Motley Fool used native to drive subscriptions and generate leads “We value Yahoo Gemini at the very top of our native ad strategy.” Robert Coleman Marketing Channel Manager, The Motley Fool
- 11. 11 Measuring the impact of your performance campaign C R O S S C H A N N E L A N A L Y T I C S Get a unified view across Yahoo campaigns to fine-tune marketing mix O N L I N E B E H A V I O R Use Dot to track events across Yahoo advertising solutions O F F L I N E S A L E S I M P A C T Offline purchase (with Nielsen Catalina, Datalogix, Experian, Epsilon, Acxiom)
- 12. 12 Target, reach and engage your audience to maximize performance and drive action with Yahoo Gemini E N G A G I N G A D F O R M A T S E X P A N S I V E R E A C H S U P E R I O R T A R G E T I N G M E A S U R A B L E R E S U L T S • Use robust keyword set • Control costs with conversion optimization • Use your data with custom audiences • Extend across O&O, premium partners and app network • Try ad formats to meet objectives • Test new mobile experiences • Understand online behavior • Track cross-channel • Uncover offline
- 13. Thank You
- 14. © 2016 Tealium Inc. All rights reserved. |
Hinweis der Redaktion
- Now fast forward to 2016, With today’s digital multi-taskers, advertisers face a big challenge. Consumer attention is fragmented across multiple screens and multiple devices.. And in a Yahoo Study with Nielsen, we saw that 60% of Cross device usage happens during prime time. Cross Device usage of course being watching TV, using a Laptop, or using a Phone, all at the same time. And during prime time, users on average switch between these devices 9 times an hour. Furthermore, Over half of the time a TV ad is on, attention is on another screen In our Study, we also saw that Smartphone ads receive more emotional response than TV Ads. That means Audiences actually see smartphone ads and Audiences actually remember mobile ads better than TV Ads. This all Makes sense especially considering how big our phablet phones are these days. It’s a lot harder to miss a mobile ad because of the big screen size.
- Because mobile devices play a major role not only in influencing the path to purchase, but they are also becoming a major channel for the purchase itself. Currently, 84% of US smartphone users are mobile shoppers (researching purchase decisions on smartphones) and 44% are mobile buyers. These audiences will see double digit (11-12%) growth this year. (Source: emarketer, US Mobile StatPack, 2016) By next year, Over half of all digital buyers will be doing so via smartphone. This growth in mobile purchase activity extends across verticals- 59% of digital travel bookers are now doing so on a mobile device (Source: Emarketer, Nov 2015) Having a robust mobile presence is integral to both influencing and converting potential customers. Marketers try to connect with digital multitaskers—executing video, native, or search strategies--all trying to connect with the consumer at the right moment. But what we know from our relationship with a billion consumers is that there is no one moment that matters... Driving conversions is now about targeting audiences with intent, not a specific TV program or website, and reaching them on all devices.
- We think there’s a better way to make an impact… Yahoo is a mobile 1st focused company. How are we doing that? Well we’re not only serving 100% of all Native display on mobile, but we’re increasing search volume on mobile devices (tablet and smartphones). Yahoo has a renewed focus on data, content and technology. With Yahoo, you can put a new combination of data, content and technology to work to turn a new understanding of your audience into engaging experiences that deliver ROI. How do we do this? Data: The most complete set of signals from sources including mail, search, content, mobile app usage and social. This massive set of data signals sets us apart from our competitors. Location [from registration data, mobile geolocation data] Interests [from web data, Tumblr 720k apps] Purchase Habits [from email data] Cross-Device Behavior [from mobile data] Purchase Intent [from search queries] Content: Leading news, sports, finance and lifestyle properties for brand building and content marketing. Driving 1B users to engage globally. Technology: Technology to help you reach audiences at scale both on and off Yahoo. This includes Yahoo Gemini and BrightRoll.
- Let’s take a look at data for a minute… Yahoo has access to the most complete set of data signals - which sets us apart from our competitors. We can understand: Location [from registration data, mobile geolocation data] Interests [from web data, Tumblr 720k apps] Purchase Habits [from email data] Cross-Device Behavior [from mobile data] Purchase Intent [from search queries] Yahoo Gemini takes our data and translates it into intent signals, and then maps them with a marketer’s objectives to enable intent driven advertising. Marketers can leverage the power of intent driven advertising to target and reach an audience (across Yahoo’s content and beyond) that is more likely to engage with their search and native ads.
- So what does intent driven advertising really look like? Across native display, native video, app marketing and search, intent driven advertising drives performance with engaging ads. For example: Search and native ads on Yahoo deliver strong performance metrics that rival other formats and platforms Native Display: Based on a recent attribution study, of the finance advertisers diversified campaigns, we saw native ads accounting for an average 30% of incremental online conversions, more than double the conversions driven by the next largest tactic. Native Video Ad: Jeep recently ran a native video campaign to engage potential customers, and saw a 50% higher completed view rate, and lower cost per completed view, compared to the industry average. App Install: A ticket sales advertiser ran an app install campaign that delivered 2x ROAS compared to other platforms Search Ads: A marketplace that continues to grow, a retail advertiser is seeing CTR 240% higher CTR compared to industry average and reports strong traffic growth.
- Let’s dig a bit deeper into one of our Yahoo Gemini capabilities that has been of particular interest for marketers focused on engaging today’s digital multi-taskers. Custom Audience lets advertisers use their own data to find and target audiences who have expressed interest in their products or services with native ads. Yahoo offers several types of Custom Audience targeting: Website actions: target audiences who have visited or have taken a specific action on your website Mobile device IDs: target audiences who already have your app In-app actions: Re-engage and upsell audiences who have previously used your app There are many ways you can use Custom Audience to target consumers on Yahoo, here are just a few examples: Follow up with website visitors who failed to purchase after an add to cart action (website action) Introduce new features to people who already have your app. For example: Encourage people to use specific features in your app (e.g. Uber promotes “Uber Pool” to people who already have the app on their phone, Bank of America shares information about in app check deposit with existing customers who have already downloaded the BoA app). (mobile advertising IDs) By targeting lookalike audiences who are more likely to perform or convert, Yahoo Custom Audience can expand a marketer’s reach by up to 10x and greatly accelerate the success of a campaign*. These valuable lookalike audiences are also driving up to 40% improvements in conversion rates* and up to 50% reduction in eCPA* compared to other targeting options like demographic or interests. *Internal Yahoo Data, January - February 2016, Based on cumulative internal data for top ten campaigns using custom audience lookalike targeting
- Mobile - On mobile you can retarget users who have installed your app but are not using it anymore Upload Mobile Advertising IDs of users who have downloaded your app but are not frequent users and target a campaign at them. Do not set goal as install (CPI) instead use Clicks (CPC) Work with your advertiser’s SDK partner to define in app events and re engage users that fall in these buckets Reference to Ayman article Desktop - On desktop you can retarget users who went on your site and didn't complete an action Implement Dot on all pages on your advertisers site - in a container tag or in the header of footer of the website Use website custom audiences to define which visitors you want to retarget based on their action. For sites with low traffic, under 500K / month, retarget off of all site visitors (less those that have completed your conversion event) For sites with high traffic, over 500K / month, segment users based on their actions on site to retarget Negative targeting (you can exclude users who are already customers/engaged and you don't want to show them ads anymore) Mobile & Desktop Create lists of users that have taken your conversion action and exclude them from all campaigns Don’t waist impressions or bother users who have already converted Prospecting (you can do lookalikes with your best users/converters) Mobile Pilot Opportunity: create lookalike audience from a Mobile Advertising ID seedlist. We recommend a seed list of at least 10,000 IDs or 20% of active app users For larger advertisers send us a seed list of just your best performing users Note that lookalike targeting from best performing users may have average CPI’s, but higher LTV’s Do not apply any other audience targeting (Age, Gender, Interest) when using Lookalike, those signals are already factored in to the Lookalike solution. Desktop Use website actions to create a lookalike seed. Again 10,000 is the recommended minimum Don’t restrict lookalike to only converters. Go up the funnel, on related pages, until this seed minimum is reached (Check out - Basket - product page) Do not apply any other audience targeting (Age, Gender, Interest) when using Lookalike, those signals are already factored in to the Lookalike solution.
- We wanted to look at the effect that Yahoo Gemini ads could have on reengaging app users. We used the Tumblr app as our test app. To set up our experiment, we started with data from Flurry, to help us identify the users who downloaded the Tumblr app but were not using it. After that, we split the users into test and control groups. The test users were shown ads for the app, while the control users were shown placebo ads. We then used Flurry to measure how many users re-engaged with the app. There were two key findings. First: ads for apps are, in fact, effective at prompting re-engagement. Moreover, the cost of doing this is much less than acquiring new users – getting users back onto the app was achieved at a cost up to 23 times lower than the cost of acquiring a new user. Second: we discovered that ad impressions alone can make a difference, because even if users only saw the ads but did not click through, they were still much more likely to reuse the app than the control group – 11% more likely to be exact. The key here is that app re-engagement strategies are very cost effective for boosting app usage. Yahoo Gemini offers a custom audience targeting capability. With that, you can target by mobile device ID or in-app actions to deliver ads to your existing app users. This will help maximize all the time, effort and budget you’ve put into acquiring those customers by giving you greater app usage. Blog Post: https://advertising.yahoo.com/blog/DRIVE-CONSUMERS-TO-YOUR-APP.html?soc_src=mail&soc_trk=ma
- Full case study: https://yahoo.jiveon.com/docs/DOC-98411
- Finally, finding and engaging your audience across multiple touch points, and driving action, is useless if you can’t measure it. Yahoo Gemini can give you access to a more holistic, and actionable, insights into your campaigns’ performance online, offline, across devices and across campaigns. Allowing you not only to understand performance, but optimize it based on real time insights. To fully understand, and optimize, the impact of your campaigns, remember to: Use Dot, our one tag solution that allows for tracking of events across multiple Yahoo advertising solutions, including search and native. This single tag provides conversion insights and improved performance on all your Yahoo digital marketing campaigns. Review Cross-channel analytics to get a unified view of your marketing campaigns. Our Synergy and Audience Wave Reports (AWR) report helps you fine-tune your marketing mix for maximum impact. Uncover the impact on offline sales: leverage our relationships with Nielsen Catalina Solutions and Datalogix to measure the impact of these online campaigns on offline sales.