56
MIDWEST 360 PRESENTS: “Digital Breadcrumbs?” Programmatic Advertising
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.
Think With Google
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
Think With Google
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
