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THE NEW WORLD OF DIGITAL MARKETING IN THE OIL AND GAS INDUSTRYSEPTEMBER 24, 2019 1:40 – 2:10 PM – SUNBURST ROOM
Copyright 2019 535 Media LLC
Who are we at 535media
535Media is an all-encompassing digital services provider that specializes in demand generation. We
leverage the marketing vehicles below and apply data segmentation and science to optimize every
tactic in every channel.
• Search Optimization
• Programmatic Display, Video, Connected TV
• Content Marketing
• Email Marketing
• Website Development
• Social
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We utilize all of these channels to deliver holistic campaigns and position
relevant content across every touch point in the digital landscape at the time
that it matters most. We leverage the most advanced technology and
extremely specific targeting to communicate with your audience at the
moment their intent is in line with your products and services. We then
leverage data to learn and continually optimize campaigns so that we convert
a user through every stage of the purchase funnel.
Copyright 2019 535 Media LLC
1) Brand Recognition
2) RFP – Increased demand
3) Lead Generation - Directly to business unit inside Evoqua (We set up landing – collect leads and
deliver leads to the business unit lead)
4) Recruiting
5) Messaging - Lobbying (Environmental – Safety – Community Outreach
6) Enter new geographies
7) Events – We are doing it right now!
Value Proposition:
1. Laser focused targeting vs TV / RADIO / MAIL / CALLS
2. Excellent data – Heatmap – Verifiable Leads – Delivery of Metrix
3. ROI
4. Flexible
Why Digital? 3
To meet market challenges and help you reach your goals :
Copyright 2019 535 Media LLC
Digital history4
Digital Media Evolution
SEO
SEARCHSOCIAL MEDIA
TARGETED DISPLAY
OTT CTV
Multi Media Evolution
Targeted Display
Targeted Display Advertising
With our Demand Side Platforms (DSPs), access to
unstructured data, and third party segments, we
provide flexibility and several options for reaching
an audience customized to your business.
✓Site Retargeting
✓Keyword/Contextual Targeting
✓Category Targeting
✓Geo-Fencing
✓Demographic Targeting
✓Third Party Data
3 Parts to Geo-Fencing
Geo-fencing uses the most
advanced location-based
mobile advertising technology
powered by latitude and
longitude data to target users
who visit specific geographic
areas. Advertisers create a
custom shaped geo-fence
around an area where they
desire to target customers.A competitor, venue, or specific part
of town
Geo-Fencing
Allows advertisers to
accurately gauge and
optimize mobile campaign
effectiveness by tracking
online-to-offline
conversions. For
consumers who were
previously served an ad,
our technology recognizes
that unique user and
attributes their visit as an
offline conversion.
Conversion Zones
A precise temporal geo-
targeting technology
that allows advertisers
to build a custom
audience based on a
geo-fence during a
specified day-and-time
window of an event.
Event Targeting
Addressable geo-fencing
Client 1st
Party
Address
Lists
3rd party
Curated
Address
Lists
Two ways to identify the specific households to target.
OR
Case Study – Oil and Gas Supply and Logistics company
Overview
An oil and gas logistics and support services company
wants to build increase their RFP participation rate in
the non traditional oil and gas drilling space.
Solution
Results
535media used the keyword search retargeting tactic
for their provided geo-target areas. Geotargeting of key
headquarters sites. Geo targeting of active and planned
drill site locations. Tactics – Display, Preroll video and
email.
Category:
Energy Logistics
Campaign Length:
Ongoing
Result:
CTR rate above .175
We were able to boost their brand awareness by
delivering millions of impressions with providing an
exceptional CTR of 0.175%.
0.175%Campaign
CTR
Non -Traditional Drilling Targets
1. PROCUREMENT OFFICERS2. DRILLING SUPERINTENDENTS3. COMPLETION SUPERINTENDENTS
Key Words1. Drilling2. Well Maintenance3. Well water4. Well waste5. Transportation
GEOGRAPHIC AREAS
AUDIENCE TARGETING
ACTIVE SITE LOCATIONS
HEADQUARTER ADDRESSES & INDIVIDUALS
Campaign Breakdown
All Tactics Included Display and Pre Roll:- Site Retargeting
• Tracking Pixel (snippet of code) is place on client’s website to retarget website users. Specific website pages can be tracked for campaign views
- Keyword/Contextual Targeting• Target Individuals who are searching specific keywords in real time
- Geo Target- Washington County, PA, Greene County, PA, Fayette County, PA, Beaver County, PA, Tyler County, WV,
Wetzel County, PA, Marshall County, WV, Ohio County, WV, Brooke County, WV, Harrison County, WV, Belmont County, OH, Jefferson County, OH, Monroe County, OH, Harrison County, OH
- Geo-fencing• Target individuals who have physically entered any of the campaign geo fences – ex. Southpoint
Offices and other areas saturated with Oil & Gas companies in the Marcellus Shale region
– Third Party Data or Optimized Keyword List • Targeting individuals (procurement officers, drilling superintendent, completion
superintendent) who have performed search queries or has interacted with web content that implies he/she is in-market for your products or services
– Targeting IP Addresses • When provided with a list of companies and their IP range we can incorporate IP Targeting into
the display campaign.
Site Retargeting: Retarget client’s website and track view through conversions (people who saw the ads then went directly to the clients website instead of clicking the ad)
Keywords:Optimized Keyword List that will be used for Keyword Search Retargeting
Geo Target: Washington County, PA, Greene County, PA, Fayette County, PA, Beaver County, PA, Tyler County, WV, Wetzel County, PA, Marshall County, WV, Ohio County, WV, Brooke County, WV, Harrison County, WV, Belmont County, OH, Jefferson County, OH, Monroe County, OH, Harrison County, OH
Geo-fences: Southpointe and Other Specific Businesses related to Oil/Gas
Third Party Segments and Optimized Keyword List:procurement officers, drilling superintendents, completion superintendents in Oil and Gas Companies
IP Targeting: targeting IP addresses based on their IP range
Digital Video Advertisement: Pre Roll 15 second video that will appear on mobile devices and desktops
Email: monthly email campaigns
Total Campaign Budget
$20,000 per month
Display Campaign$5,000 per month
EBlast (Email Marketing) $5,000 per month
Campaign Budget Breakdown
Pre Roll Campaign$10,000 per month
Recommended Option – (Medium)
Digital Targeting at Every Level
LEAD GENERATION:
With targeted display
campaign tactics, we are
able to nurture prospects
from interest to intent,
allowing us the ability to
create awareness and
eventually conversions.
Embracing this full funnel
strategy for programmatic
display gives us the ability
to capture the audience at
any stage of acquisition.
Drill Sites
EngineersProcurement Project Managers
CRM / ListsCustomersOil and Gas Head OfficesEmails
Data & Reports
Measuring Campaign Success
There shouldn’t be one way to measure the success of an online display campaign. The preferred method of measuring campaign success is by analyzing audience reach using the number of impressions delivered. An impression is the single instance of an ad appearing on a web page and in turn, estimates the number of people an advertisement has reached.
FUN FACT: After Exposure to Display Ads, 1 in 5 Users Will Search for the Advertiser and 1 in 3 Will Visit the Brands' Site*
Measure the success of your digital campaign by:
▪ An increase in web traffic▪ An increase in brand name searches▪ The quality of web traffic (more time spent, more pages viewed, etc)
▪ Click Thru Rate (average CTR is between 0.06% to 0.10%)
▪ Achieving business objectives or key performance indicators (KPIs)
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Streaming Audio & Video Services
Utilize real-time data to get your
video ad in front of the right
customer at the right time.
Programmatic Video
“TV-like” video content that is
streamed over the internet
without the need for a
subscription from a cable or
satellite provider.
OTT/CTV
FOLLOWING PAGESREFERENCES AND ADDITIONAL CASE STUDY EXAMPLES
Case Study - Columbia Gas
OverviewA local utility company, Columbia Gas, wanted to run a Public Service
Announcement (PSA) campaign that informed individuals they were
working in their neighborhood. The goal of this campaign was to get as
many people in these target areas to click on the utility company’s
landing page to get more information.
Solution
Results
535media used the keyword search retargeting tactic for their
provided geo-target areas. When a user actively searched for
the utility or construction within the geo-target areas, they
would be retargeted with ads.
Category:
Energy Company
Campaign Length:
3 Months
Result:
2,620 Clicks
We were able to boost their brand awareness by delivering
over 1,036,328 impressions with 2,620 clicks giving us an
exceptional CTR of 0.25%.
0.25%Campaign
CTR
Case Study – Oil Company Targets Convention
OVERVIEW
An Oil and Gas advertiser wanted to utilize new geo-fencing technology in order to
target a national political party’s presidential nominating convention. Over a two-day
period, the client’s goal was to deliver more than 3 million impressions and
maximize CTR.
SOLUTION
The 535 team and the advertiser developed a geo-fencing strategy with a custom-
shaped target zone drawn around the convention center and immediately
surrounding city blocks. With quick learning from the campaign launch, the team
and our multivariate algorithms made several mid-flight optimizations to ensure
maximum delivery and performance. These included adding the mobile geo-
optimization tactic to reach more users in the host city, introducing multiple creative
sizes, and adjusting bid amounts.
RESULTS
Through multiple tactics and optimizations, the campaign exceeded the initial goal
for both CTR and impressions. After just two days, Simpli.fi delivered more than 3
million impressions and achieved a high CTR of .21%.
.21% CTRCAMPAIGN RESULT
CATEGORY
POLITICAL LOBBYING
CAMPAIGN IMPRESSIONS3.4 MILLION
CAMPAIGN LENGTH
3 DAYS
Case Study - Mountain Resort – Beer Festival
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OVERVIEW
A local mountain resort is holding a weekend beer festival.
SOLUTION
The 535 Media team and the advertiser developed a strategy of site
retargeting, keyword-level retargeting, and audience targeting to reach
individuals. The team built geo-fences around over 100 micro breweries
across the state as well as around Mellon Square, a wine festival held at
the Fox Chapel Yacht Club, PNC Park, etc. The team also established a
conversion zone around the event itself to track conversions. After
launch, 535 Media and our multivariate algorithms optimized the
campaign by adjusting keywords, shifting budget programmatically, and
tweaking pacing to ensure proper delivery.
RESULTS
Over the two week duration of the campaign, we delivered a .21% CTR,
more than doubling the industry average.
.21% CTRCAMPAIGN CTR
CATEGORY
EVENT - DESTINATION
GEO-FENCING RESULT
Ongoing .21% CTR
CAMPAIGN LENGTH
2 WEEKS
Thank You
cjohnson@535mediallc.com
Phone: 513-910-1480
210 Wood St. Tarentum, PA 15084
www.535mediallc.com
Clark Johnson