MIDWEST 360 PRESENTS:“Digital Breadcrumbs?”

Programmatic Advertising

WHO HAS BEEN RETARGETED?

“Digital Breadcrumbs?”Digital Breadcrumbs

finished basement ideas

“Digital Breadcrumbs?”Digital Breadcrumbs

“Digital Breadcrumbs?”Shopping IRL

TARGETING CAPABILITIES

Site RetargetingPeople who have been to your website.

97%of first-time

visitors to a

website will not

take action.

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Audience TargetingPeople who are searching for your products.

Audience TargetingPeople who are reading about your products.

Audience TargetingPeople who visit categorically relevant sites.

Geo-FencingPeople who are visiting your competitors.

Example Target Zone

Roughly

90%of people keep

their location

services

switched on

eMarketer

Geo-Fencingcan be time-specific to target an event

79 DAYSAverage

time of

research

GE Capital Retail Bank Study

“Digital Breadcrumbs?”We take time to make purchases.

REACHING CUSTOMERS

…when they are researching movies.

…when they are reading about sports.

…when they are checking the weather.

…when they are playing games.

…when they are reading the news.

7out of 10hours spent on

the web are

on mobile.

comScore

…when they are playing more games.

people who have read content related to what you sell.

people who have visited real-world locations (i.e. competitors).

people who have searched for your products and services.

people who have visited your website, and then left.

Simply put, targeted ads reach:

Demographics VS. Behavior

Affluent Women

Would you want to target menwho are shopping for your product?

Would you want to target young coupleswho are shopping for your product?

Would you want to target seniorswho are shopping for your product?

Direct competitors

people who have read content related to what you sell.

people who have visited real-world locations (i.e. competitors).

people who have searched for your products and services.

people who have visited your website, and then left.

Audience Marketplace targets based on intent:

SEM vs DISPLAY ADVERTISING

I’m already on the first page of Google.

The average

person spends

9 minuteson Google

each day.

High SchoolsTrack SuccessTime spent on Google?

Alexa

Do you spend more than 9

minutes a day on the rest of the

internet?

Radio 1:23

Print 0:21

TV 3:45

Other 0:20

Digital 6:19

Other ConnectedDevices 0:42

Mobile (nonvoice): 3:37

Desktop/Laptop: 2:00

Source: eMarketer 2018

Avg. time spent per day with major media by adults.Total per Day: 12 hours 8 minutes

Avg. Time Spent Per Day With Major Media

Print 0:24

eMarketer 2018

What is this person about to do?People interact with their phones…

13Xper hour

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In fact, we

touch our

phones

2,617times a day.

What is this person about to do?47% of smartphone owners say their phone is

something

they “could not live

without.”

Pew Research

When given the choice between their

technology and their sense of smell,

about half of millennials said they

would give up their sense of smell.

Millennials

TechLand

83% consider location services “crucial.”

GeoMarketing

MEASURING RESULTS

What is this person about to do?What is this person about to do?What is this person about to do?

What is this person about to do?What is this person about to do?What is this person about to do?

What is this person about to do?What is this person about to do?

What is this person about to do?So how do we know if they work?

Track Success

Increased phone calls and/or form completions

CUSTOMERS!

Increased brand searches

Increased web traffic and store traffic

Track Success

TRACKING ACTIONS

Form Completions on qualifying CPA campaigns

Foot Traffic, including:

Natural Converters and Campaign Converters (LIFT)

Clicks & Click-through-rate

Impressions Delivered

Display does impact internet trafficDisplay does impact internet trafficWhat can be measured/reported

ALL THIS OPPORTUNITY…

13%

100,000 Impression Campaign for RestaurantCompanies are spending ___% of their media budgets on mobile advertising?

Think With Google

THANK YOU