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Campaign Planning Workshop: Crafting a Comprehensive Strategy

T
Tinuiti

The document outlines a detailed agenda for a two-day campaign planning workshop focused on optimizing marketing strategies for the holiday season. It covers various sessions on leveraging data, measurement, consumer understanding, and modern advertising strategies, particularly for Gen Z consumers. The workshop includes insights on upper and lower funnel marketing, with strategies for brand awareness, consideration, and purchase actions across multiple digital channels.

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Campaign Planning Workshop Crafting a Comprehensive Strategy
Session 1 10am PT | 1pm ET Holiday Kickoff: Optimizing Data and Budget for Maximum Seasonal Impact Session 2 10:20am PT | 1:20pm ET Campaign Planning Workshop: Crafting a Comprehensive Strategy Session 3 11:10am PT | 2:10pm ET Does Your Brand Measure Up? Optimize & Measure Campaign Performance Pre- and Post-Holiday Season. Session 4 11:45am PT | 2:45pm ET Clean Sweep: Perfecting Your Brand Strategy Across All Marketing Fronts Today’s Agenda DAY 1 - WEDNESDAY, AUGUST 7
Session 1 10am PT | 1pm ET Breaking the Mold: Pushing Marketing Boundaries with Next-Gen Strategies Session 2 10:35am PT | 1:35pm ET Search to Sale: Linking Your Search Strategy with Commerce Session 3 11:10am PT | 2:10pm ET The Power of AI: Work Smarter, Not Harder Next Week’s Agenda DAY 2 - WEDNESDAY, AUGUST 14
Today’s Logistics Recording & slides will be in your inbox tomorrow Download relevant resources Log back anytime with same link Join our poll questions - including if you want to talk to our teams after! Katherine Bishop Marketing Webinars Specialist Join our chat and submit questions for live Q&A
DIGITAL-FORWARD BRANDS. FUELING FULL-FUNNEL OUTCOMES FOR THE WORLD’S MOST
Our Speakers Harry Browne Vice President, Media Aaron Gooden Director, Commerce Blair Hall Director, Paid Social Lauren Cazal Paid Search & Shoppable Strategist
What are you most excited about in Q4? ● AI driven personalization ● Trying new ad types ● Expanding into new channels ● Enhancing customer engagement ● Improving conversion rates
Who is your Consumer? 8
Olivia Who is she? ● 20 years old (Gen Z) ● Interested in beauty, fashion, retail ● Feels media enables her to express herself creatively, connect with like-minded individuals, and stay updated on trends and pop culture ● According to eMarketer, in 2024, 87.9% and 96.0% of Gen Zers will watch digital video or use social media, respectively 9 Meet the Consumer
Understand Moments that Matter Most to Olivia in Q4 10 ● Continue Holiday deals shopping ● NYNY ‘25 lead up ● High general Beauty & Wellness traffic starting ~December 27th ● Drier skin & scalp ● T5 Shopping days ● Start of Deal season October November ● October Prime Day ● Fall Beauty Haul ● Halloween ● Start of many shows seasons December UPPER FUNNEL EDUCATION UPPER FUNNEL EDUCATION RETENTION & PURCHASE UPPER FUNNEL EDUCATION
Awareness 11
12 Today’s Video Landscape ● Streaming TV owns the TV landscape today ● YouTube, Netflix, Prime Video and Hulu are top watched streaming services with ad support
13 Today’s TV // Video Ecosystem Pay TV Over-The-Top (OTT Devices) (Cable, Telco, & Satellite) Online Social TV Everywhere Ad-supported Over the Air (Broadcast) Subscription Premium STB VOD Streaming+ Streaming Video Traditional Ad Supported TV
Awareness with TV & Audio KPI(s) of Interest: Aided Awareness (+Reach, Frequency, and Impressions) Primary Tactics: Connected TV, Podcasts, Linear TV ● When trying to drive awareness, a key element is reaching captive audiences in premium environments. ● Critically – advertising for the upper funnel does not mean sacrificing measurability. While we can (and should!) track impressions, reach, and frequency on these channels, we need proxies for business outcomes. Brand data – whether it be measured in always-on surveys like from YouGov or through dedicated Brand Lift Studies – is a critical gauge of upper funnel effectiveness. ● These investments should have the broadest targeting – remember: these investments may not directly generate many purchases, but they expand our addressable market to new customers. 14
Awareness with TV & Audio Potential Investments 15 ~50M subscribers, skews younger and slightly female, ample targeting opportunities by genre Ample opportunities on CTV, including by targeting female-skewing content (incl. Bravo, E!, and NBC proper) Reach of 200M listeners per month with demographic targeting options across podcast RON Reach linear viewers across vast slates of networks using cost-efficient bundled cable offerings Incorporate linear buys on mid-tier networks with price efficiency and heavy female skew
Amazon STV 16 ● Full-screen, non-skippable ads on brand-safe and licensed TV & movie content allow for wider run of network to compliment holistic TV strategy ● This will allow for us create a retargeting pool later within Amazon’s DSP of viewers of these awareness ads during October Prime & T5 ● Nielsen conducted a study to understand the de-duplicated reach across TV and Amazon Fire TV. During the study, they found that within the 18-34 age bracket, 20% did not watch linear TV
Powering Walmart with 1st Party Data 17 The Walmart CTV (owned by The Trade Desk) allows advertisers to target consumers utilizing Walmart 1st party data, as well as the premium third party audiences available within The Trade Desk, to deliver ads across the open web. ● Leverage Walmart’s proprietary audience segments through The Trade Desk’s expansive offsite network for targeting at scale ● Tap into The Trade Desk’s premium inventory across all devices ● Benefit from AI automated optimizations based on real-time data ● View in-flight media performance & act on performance via on-demand optimizations + AWARENESS CONSIDERATION INTENT DIGITAL OMNI-CHANNEL Display Mobile Video & CTV Audio Ads
Value of Social Awareness Campaigns 1 Higher volume of impressions: Upper funnel campaigns garner about twice as many impressions as lower funnel campaigns. 18 2 Higher site traffic at lower costs: CPMs are significantly lower for upper funnel campaigns and typically drive the most site traffic. 3 Brand awareness: Increase brand awareness for new users & increased brand awareness and continuous education of product offerings to existing users. 4 Audience testing: Test new audiences with lower risk. Leverage industry, market & audience insights to inform targeting priorities and testing opportunities. 5 Brand lift and share of voice: Partners can provide share of voice reporting that shows where your brand stands against competitors, along with managed or self-serve BLS tools.
AWARENESS CONSIDERATION CONVERSION Amplify Awareness Through Targeted Approach on Social Approach Channel/Tactic Audiences Grow overall awareness and build retargeting pools leading up to holiday push Prioritize engaging creative as this may be the first time users are introduced to your brand Meta Awareness Snapchat Awareness TikTok Awareness Utilize Brand Lift Studies where eligible Affinity and behavioral segments to drive brand discovery Build lookalikes off 1P segments 19 Increase Overall Brand Awareness Thoughtful Platform Mix Go Broad
Create an Immersive, Branded Experience with TikTok Top Feed WHAT IT IS Leverage this high impact placement opportunity with scroll-stopping creative to drive mass reach at scale. Top Feed gives your brand the ability to be one of the first ads users see upon opening the app, reaching people when they’re most engaged. ADDITIONAL DETAILS ● Maintain scalability with control over costs based on R&F delivery model ● Increased SOV and flexible targeting options to ensure your brand reaches its target audience ● Support longer form content via :60 video to allow storytelling to shine through 20 Memorable Break through as one of the first ad experiences in each user session Controlled Accurately predict your reach & frequency ahead of launch Built for branding Leverage engaging features like Interactive Add-Ons, Custom Audiences, and Multiple Creative strategies for more immersive experience How It Works
Awareness KPIs ● The goal of these tactics is to get your product in front of the right audience early before the holiday shopping events - the event should not be the first time Olivia has seen you. ● You should be educating her about why your product is a good fit for her. ● These metrics ensure Olivia is at least aware of your brand and products. TV & AUDIO RETAIL SOCIAL CPM Impressions Reach Brand Awareness 21
Consideration 22
KPI(s) of Interest: Site Visits (+Search Volume) Primary Tactics: Connected TV, Digital Audio, YouTube ● TV, Audio, and Display channels can be extraordinarily effective in the mid-funnel, as substantial targeting capabilities can be used to refine the message to customers more likely to proceed through the funnel. ● Targeting options on CTV and Audio include demographic, geographic, 1st and 3rd party data targeting, lookalike targeting, and suppression / customer retargeting ● YouTube can also be a powerful tool at this stage. The platform is the largest streaming service by viewer hours, and a combination of paid media (through YouTube Video View) and a strong organic presence can super-charge consideration. Consideration with TV, Audio, and Display 23
Consideration with TV, Audio, and Display 24 Potential Investments Reach audiences on YouTube (the largest streaming platform by time consumed) where 87% of viewers feel they get the highest quality information about products and skew towards viewers in the consideration phase with Video View campaigns Capitalize on the growing use of FAST (free ad-supported TV) networks to reach enormous audiences with full suite of targeting options available (including device, geo, demo, and 3P data elements)
25 Increase Consideration on Amazon SPONSORED BRAND VIDEO ● Win increased SERP real estate by leveraging video content in top of search & below the fold placements ● Despite higher aCPCs, typically perform more efficiently than other ad types due to higher purchase intent seeing the product in use ● Target longer tail keywords for top of search accessibility & incrementality ● Utilize video content for each top-priority product for 1:1 non branded approach
Sponsored Brands Holiday Ad Copy Strategy Promotional Language ● Successful strategy in Holiday is based around messaging to draw the consumer in with “savings” language. ● In SB creation, select and set up Deals pages so ad units are driving to products/pages with active deals ● Pro tip- Do not reference the exact holiday for the ad unit. Phrases like “this holiday season” or “this winter” are much more likely to be approved and can be used across larger periods of time. 26
Walmart Onsite Consideration 27 Walmart Display Self-Serve is a nimble, self-serve platform that allows Tinuiti to launch and manage your onsite Display campaigns on Walmart’s digital properties. ● Leverage Walmart’s robust behavioral, contextual, and keyword targeting ● Automated creative builder allows for easy and efficient creative control • Creative library allows you to manage creatives across campaigns ● Access on-demand reporting for mid-flight analysis ● Optimize campaigns on demand through Walmart’s DSS platform DIGITAL
28 Retailer Onsite Consideration ● Roundel is an internal agency at Target that books media buys on Target.com for onsite search & display as well as offsite ● It uses Target’s accounts for search engines (Google product listing ads), social platforms (Pinterest and Facebook), a curated display partner list (Bullseye Marketplace) for programmatic efforts using their 1st party data. ● This is a powerful way to reach consumers and bring them closer to the funnel before the event, so they consider your product at your local Target
29 …and more in N.A. & Globally Criteo Supported Retailers
Paid Search & Shopping - Consideration ESTABLISH A COMPREHENSIVE KEYWORD STRATEGY ● Ensure broad match coverage is active throughout your nonbrand strategy, which will allow for more upper to mid-funnel search term mapping. Ex: best makeup brands, under eye concealer, plumping lip gloss ● Establish a competitor conquesting strategy, working to show your ad to users who are already searching for products or services in a similar space. Ex: nyx lip gloss, maybelline mascara OPTIMIZE PERFORMANCE MAX ● Use Performance Max to its fullest potential, ensuring that you have quality YouTube and Display creative in rotation to build the upper funnel. ● Test the new customer acquisition function to scale reach to new, unfamiliar audiences to your brand 30 Ratio of Brand to Generic Searches Holiday 2023
Paid Search & Shopping - Consideration ENHANCE AD COPY TO NEW CUSTOMERS ● Highlight value propositions specific to your brand, mentioning competitive benefits to stand out. Include social proof like ratings, reviews & testimonials. Ex: “The Viral Concealer You’ve Been Seeing Everywhere” BE LIBERAL WITH YOUR BIDDING STRATEGY ● Your goal in this stage should be less focused on hitting a conservative ROAS or CPA target and instead of driving new users to site. Clickthrough rate, email sign ups and add to carts are all better options for bidding targets. 31 “Review” searches occur at a greater rate earlier in the holiday season as research occurs 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 DEC SEP 2 year avg Share of Brand + Review Searches Vs. All Branded Searches Cyber Week
32 32 Lean Into High Impact Snapchat Ad Formats That Drive Results Collaborate with Snapchat team to build custom Snapchat AR lens to drive brand awareness, engagement and product trial. Can be run as self-serve in Auction and R&F campaigns or as a First Lens takeover. TRANSFORM TRIAL AND BUILD CONFIDENCE AR allows users to see themself with your product, in these examples, testing a makeup product on yourself before purchasing. AR Lens 32 AR AMPLIFIES ENGAGEMENT AND CONVERSION Brands saw 31% incremental reach when adding a Snapchat lens to their marketing mix. On average, over 250M Snapchatters engage with AR daily and credit shopping as their #1 reason for using AR. SUPPLEMENT MARKETING MIX WITH AR Using AR strategically adds an additional layer of engaging brand exposure. Sequencing your AR experience with video ads boosts brand favorability, search, and purchase intent.
Consideration KPIs ● The goal of these tactics is to get Olivia to engage with your brand ahead of the event to keep you mind mind for later. ● These metrics ensure Olivia is considering purchasing your product, knowing that a sale event is coming soon. TV & AUDIO SEARCH & RETAIL SOCIAL Clicks DPVR CTR ATC 33
Purchase 34
KPI(s) of Interest: Purchases (or Other Revenue-Associated KPI) Primary Tactics: Online Video, Display, CTV Retargeting ● Video content is not limited solely to large screens; we can find extraordinarily efficient (and inexpensive) opportunities with Online Video as well as through Display. ● These channels can reach specific audiences – including existing customers or previously-reached viewers – at low cost, targeting them at the precise moment they are most likely to convert. ● Remember to consider incrementality! All investments, regardless of funnel stage, should have a view towards incremental impact, especially when viewers likely had prior ad exposures. Purchase with TV, Audio, and Display 35 CONVERSIONS Incremental lift
Purchase with TV, Audio, and Display 36 CONVERSIONS Incremental lift Potential Investments Use programmatic inventory from demand-side platforms to serve display and OLV content against heavily targeted audiences (using 3P data tools and algorithmic bidding) Explore whitelisted OLV content from premium publishers to bolster quality reach Use 1P customer data in LiveRamp (or other tool) to exclude prior converters or retarget cart abandoners
Paid Search & Shopping - Purchase RECAPTURE USERS WHO ENTERED IN THE TOP OF FUNNEL ● Layer on past site visitors who were exposed to upper funnel initiatives in the last 3 months on observation to measure the return of these users coming back to purchase. OPTIMIZE PERFORMANCE MAX ● Segment out retargeting via the retention function to drive users back to site via catered copy and creative. ● Maximize reach during promo periods by segmenting sale products into their own asset group with sale-specific creative & copy. 37 2 in 3 shoppers held out for discounts before buying gifts 74% of holiday shoppers chose where to buy based on who offered the best deals
Paid Search & Shopping - Purchase ENHANCE AD COPY TO ENCOURAGE PURCHASE ● Include strong calls-to-actions and emphasize urgency and scarcity (ex: sales, limited time offers, free shipping). Highlight value propositions against competitors & any guarantees or easy return policies. Ex: Our Best Sale Of The Year Has Arrived - Save 30% Sitewide & Get Free Shipping On All Orders PREPARE AUTOMATED BIDDING STRATEGIES ACCORDINGLY ● Utilize seasonal bid adjustments to tell the engine to expect higher conversion rates during sale periods, allowing automated bidding strategies to scale spend and capitalize on stronger performing periods. ● Use a lower funnel conversion target (ex: ROAS, CPA) to help optimize towards hitting efficiency-focused goals. ● Consider portfolio bidding strategies to give the engine more data to work with to hit a consolidated efficiency goal. 38 53% of consumers find it useful for brands to communicate the quality of the item they’re deciding to buy 8 shopping days in December surpassed Cyber Monday spend in 2023
39 TikTok Collection Ads Lean into High impact Social Shopping Units to Maximize ROAS Shoppable Product Tags in Paid Ads DPA Carousel Frames Seasonal Collection Units
Sources: 1. Role of Creator Marketing by Crowd DNA (Meta-commissioned online survey of general population respondents ages 18-64 years in USA, DE, UK, FR, JP, KR, BR, MX, AU N=15,750). Qualified respondents shop online at least two times a month, have been influenced by creators when shopping in specific retailers and CPG categories, and have recently purchased in that category. 2. Meta-commissioned research with GWI, 2023. Base: 6,758 heavy short-form video consumers (1,178 in Brazil, 1,110 in Germany, 1,178 in India, 557 in Japan, 515 in South Korea, 1,113 in UK, 1,107 in US) aged 16-64 who are at least weekly Reels users. 74% of people reported purchasing within days of seeing creator content on Meta technologies1 CREATORS 79% of people say they’ve purchased a product or service after watching Reels2 REELS Creators and Reels Drove Holiday Discoveries and Purchases
What is TikTok Shop? 41 BROWSE Discover shoppable content through in-feed videos and livestreams, and through product showcases on TikTok profiles. ADD TO CART Select products and read more information in the Products Detail Page (PDP). PURCHASE Place your order and checkout within the TikTok app.
42 Ease Path to Purchase with TikTok Video Shopping Ads (VSAs) WHAT ARE VSAs? ● Shoppable videos that take users seamlessly from the For You Page to check out- can drive to TikTok Shop or PDPs on web ● Creates an even more personalized experience using product catalogs and unlocks more sales with automation features to populate the right ads at each stage of the shopping journey ● VSAs drive 29% lower CPA and 15% more conversions vs non-Shopping campaigns WHAT ARE VSAs? 42
43 Amazon SERP Takeover Sponsored Brand Ad Sponsored Products Ads Sponsored Brand Video (ViSB) Organic Listings
Sponsored Brands + Sponsored Products = Better Together 44 Sponsored Brands + Sponsored Products ○ +12.2% Increase in ROAS with both ad types running together* ○ +16.5% Increase in ROAS after running both ad types for 3+ months* *Tinuiti Internal data 2020
CATEGORY KEYWORDS ● Leverage higher purchase intent keywords by differentiating strategy by brand & product USPs ● Capture additional areas of efficiency by harvesting converting keywords within manuals by match type ● Continue leveraging low base bids with high bid multipliers to prioritize share where it matters most 45 Focus on Driving Category & Treatment Keywords
46 Steal Market Share from Competitors Through Conquesting COMPETITOR TARGETING ● Focus on specific competitors who aren’t defending their branded terms in order to realize lower CPCs yet incremental traffic ● Gain incremental market share by targeting competitor ASINs with directly competitive & complementary products for additional placements on the PDPs, SERP, add to cart, and check out ● Utilize PDP multipliers to increase visibility and expand consideration on competitor detail pages ● Leverage AMC audiences to retarget both from competitor PDP views & branded keyword searches
Fix Leaks in the Search Bucket by Utilizing AMC Audience Targeting AUDIENCE MATRIX PROTECT UPPER FUNNEL INVESTMENT PROTECT SEARCH INVESTMENT PUSH SHOPPERS ACROSS FINISH LINE Ad Exposure: Shoppers who interacted with upper funnel ad that haven’t been retargeted - build these by the persona Sponsored Product Clicks & Keyword Searches: Shoppers who clicked but never bought and shoppers who searched high volume keywords through our campaigns that never viewed our PDP Frequent Product Detail Page Viewers & Cart Abandoners: Shoppers who viewed PDP 3x in 1 week but never bought and people who added to cart but never bought 47
Retargeting to Bridge the Gap Between Awareness and Conversion 48 Prime Video Retargeting ● Building Prime Video Campaigns segmented by Line Items will allow us to isolate those personas in their separate retargeting campaigns to A/B test insights on which personas drive cheaper glance views OLV Retargeting ● Build OLV Retargeting campaigns by the line item to showcase which competitors and in-market audiences are driving cheaper glance views AMC & FSI Audiences ● Megatron: Identify top LS audiences, force the overlap to build an audience closer to the brand ● High Value NTB Purchases: Shoppers who have engaged with products in last 30 days but haven’t bought or exposed to ad ● Superfan: People who have bought at least 5 purchasers in last year ● Customer Reviews: People who have left at least 2 customer reviews in last year ● Lookalike Audiences: Competitor Line Items, Brand Purchasers, Brand Subscribers PRIME VIDEO RETARGETING OLV RETARGETING ASIN RETARGETING AMC & FSI ASIN Retargeting ● 1:1 ASIN Retargeting Structure: Ensure granularity to maximize conversion rates ● Tiered Retargeting Structure: 7 Day and 30 Day lookback windows to maximize conversion + reach
Walmart SERP Take Over 49 OBJECTIVE: Generate and capture demand, Brand Story TARGETING APPROACH: ● Non branded and branded targeting available ● Cannot negate terms CREATIVE APPROACH: ● Featured Products ● Video Engagement PRIMARY KPI CTR, Impressions, NTB SECONDARY KPI CVR, ROAS, SPONSORED BRAND VIDEO OBJECTIVE: Stay at TOS, Generate and capture demand TARGETING APPROACH: ● Non branded and branded targeting available ● Cannot negate terms CREATIVE APPROACH: ● Sale focused headline ● Featured Products ● Video Engagement ● Set Promo Items as featured ASINs PRIMARY KPI CTR, CVR, ROAS SECONDARY KPI NTB %, Impressions SPONSORED BRAND OBJECTIVE: Stay at TOS, Engagement TARGETING APPROACH: ● Keyword strategy includes Brand, Non brand and Auto ● Auto targeting should be roughly 40-50% of total spend at new product launch ● Manual campaigns focus on non branded and competitor ● Cannot negate terms PRIMARY KPI CTR, CVR, ROAS SECONDARY KPI CPC, NTB% SPONSORED PRODUCT
50 • Reaches high-intent shoppers in real-time, converting interest into sales • Accurately ties efforts to online and offline sales across retailers and devices • Analyzes performance to the SKU-level to guide winning strategies • Offers both Network and Private Market solutions Criteo's algorithm determines best SKUs to serve in the sponsored ad The shopper clicks and is taken through to the product detail page for conversion The shopper searches or browses a product category on a retail site How it works: Retailer Sponsored Ads
51 • Provides greater strategic and creative control via dynamic ad format • Reach precise shopper targets based on real-time browsing and purchase history • Analyze performance via enhanced reporting capabilities Retailer Onsite Purchase Criteo delivers the rich media ads on the retail site The shopper directly engages with the ad: product view, add-to-cart, clicks… The brand chooses an audience to target, based on the retailer’s real-time and historical data Reach, influence and engage custom audiences with rich media solutions Currently Available: Coming Soon:
Purchase KPIs ● The goal of these tactics is to get Olivia to buy your product during the deals events. ● These metrics ensure Olivia is has bought your product and is set up to become a loyal customer to return once her supply is out TV & AUDIO SEARCH & RETAIL SOCIAL ROAS CVR Revenue SnS NTBR 52
1. Optimize your search and PMAX ad copy throughout the funnel, highlighting value propositions, brand advantages and seasonal promotions. 2. Start advertising early and diversify your Social ad placements and formats. 3. Use TV and Audio opportunities to generate awareness in premium environments while supporting lower-funnel conversions. 4. Retailer data knows what you BUY, harness that to be surgical with a strategy based on what is most likely to convert. Key takeaways 53
Q&A Harry Browne Vice President, Media Aaron Gooden Director, Commerce Blair Hall Director, Paid Social Lauren Cazal Paid Search & Shoppable Strategist
55 Click the link in your browser ➜ Maximize your Holiday Ad Spend
Session 1 10am PT | 1pm ET Holiday Kickoff: Optimizing Data and Budget for Maximum Seasonal Impact Session 2 10:20am PT | 1:20pm ET Campaign Planning Workshop: Crafting a Comprehensive Strategy Session 3 11:10am PT | 2:10pm ET Does Your Brand Measure Up? Optimize & Measure Campaign Performance Pre- and Post-Holiday Season. Session 4 11:45am PT | 2:45pm ET Clean Sweep: Perfecting Your Brand Strategy Across All Marketing Fronts Today’s Agenda DAY 1 - WEDNESDAY, AUGUST 7
Thank you

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Campaign Planning Workshop: Crafting a Comprehensive Strategy

  • 2. Session 1 10am PT | 1pm ET Holiday Kickoff: Optimizing Data and Budget for Maximum Seasonal Impact Session 2 10:20am PT | 1:20pm ET Campaign Planning Workshop: Crafting a Comprehensive Strategy Session 3 11:10am PT | 2:10pm ET Does Your Brand Measure Up? Optimize & Measure Campaign Performance Pre- and Post-Holiday Season. Session 4 11:45am PT | 2:45pm ET Clean Sweep: Perfecting Your Brand Strategy Across All Marketing Fronts Today’s Agenda DAY 1 - WEDNESDAY, AUGUST 7
  • 3. Session 1 10am PT | 1pm ET Breaking the Mold: Pushing Marketing Boundaries with Next-Gen Strategies Session 2 10:35am PT | 1:35pm ET Search to Sale: Linking Your Search Strategy with Commerce Session 3 11:10am PT | 2:10pm ET The Power of AI: Work Smarter, Not Harder Next Week’s Agenda DAY 2 - WEDNESDAY, AUGUST 14
  • 4. Today’s Logistics Recording & slides will be in your inbox tomorrow Download relevant resources Log back anytime with same link Join our poll questions - including if you want to talk to our teams after! Katherine Bishop Marketing Webinars Specialist Join our chat and submit questions for live Q&A
  • 5. DIGITAL-FORWARD BRANDS. FUELING FULL-FUNNEL OUTCOMES FOR THE WORLD’S MOST
  • 6. Our Speakers Harry Browne Vice President, Media Aaron Gooden Director, Commerce Blair Hall Director, Paid Social Lauren Cazal Paid Search & Shoppable Strategist
  • 7. What are you most excited about in Q4? ● AI driven personalization ● Trying new ad types ● Expanding into new channels ● Enhancing customer engagement ● Improving conversion rates
  • 8. Who is your Consumer? 8
  • 9. Olivia Who is she? ● 20 years old (Gen Z) ● Interested in beauty, fashion, retail ● Feels media enables her to express herself creatively, connect with like-minded individuals, and stay updated on trends and pop culture ● According to eMarketer, in 2024, 87.9% and 96.0% of Gen Zers will watch digital video or use social media, respectively 9 Meet the Consumer
  • 10. Understand Moments that Matter Most to Olivia in Q4 10 ● Continue Holiday deals shopping ● NYNY ‘25 lead up ● High general Beauty & Wellness traffic starting ~December 27th ● Drier skin & scalp ● T5 Shopping days ● Start of Deal season October November ● October Prime Day ● Fall Beauty Haul ● Halloween ● Start of many shows seasons December UPPER FUNNEL EDUCATION UPPER FUNNEL EDUCATION RETENTION & PURCHASE UPPER FUNNEL EDUCATION
  • 12. 12 Today’s Video Landscape ● Streaming TV owns the TV landscape today ● YouTube, Netflix, Prime Video and Hulu are top watched streaming services with ad support
  • 13. 13 Today’s TV // Video Ecosystem Pay TV Over-The-Top (OTT Devices) (Cable, Telco, & Satellite) Online Social TV Everywhere Ad-supported Over the Air (Broadcast) Subscription Premium STB VOD Streaming+ Streaming Video Traditional Ad Supported TV
  • 14. Awareness with TV & Audio KPI(s) of Interest: Aided Awareness (+Reach, Frequency, and Impressions) Primary Tactics: Connected TV, Podcasts, Linear TV ● When trying to drive awareness, a key element is reaching captive audiences in premium environments. ● Critically – advertising for the upper funnel does not mean sacrificing measurability. While we can (and should!) track impressions, reach, and frequency on these channels, we need proxies for business outcomes. Brand data – whether it be measured in always-on surveys like from YouGov or through dedicated Brand Lift Studies – is a critical gauge of upper funnel effectiveness. ● These investments should have the broadest targeting – remember: these investments may not directly generate many purchases, but they expand our addressable market to new customers. 14
  • 15. Awareness with TV & Audio Potential Investments 15 ~50M subscribers, skews younger and slightly female, ample targeting opportunities by genre Ample opportunities on CTV, including by targeting female-skewing content (incl. Bravo, E!, and NBC proper) Reach of 200M listeners per month with demographic targeting options across podcast RON Reach linear viewers across vast slates of networks using cost-efficient bundled cable offerings Incorporate linear buys on mid-tier networks with price efficiency and heavy female skew
  • 16. Amazon STV 16 ● Full-screen, non-skippable ads on brand-safe and licensed TV & movie content allow for wider run of network to compliment holistic TV strategy ● This will allow for us create a retargeting pool later within Amazon’s DSP of viewers of these awareness ads during October Prime & T5 ● Nielsen conducted a study to understand the de-duplicated reach across TV and Amazon Fire TV. During the study, they found that within the 18-34 age bracket, 20% did not watch linear TV
  • 17. Powering Walmart with 1st Party Data 17 The Walmart CTV (owned by The Trade Desk) allows advertisers to target consumers utilizing Walmart 1st party data, as well as the premium third party audiences available within The Trade Desk, to deliver ads across the open web. ● Leverage Walmart’s proprietary audience segments through The Trade Desk’s expansive offsite network for targeting at scale ● Tap into The Trade Desk’s premium inventory across all devices ● Benefit from AI automated optimizations based on real-time data ● View in-flight media performance & act on performance via on-demand optimizations + AWARENESS CONSIDERATION INTENT DIGITAL OMNI-CHANNEL Display Mobile Video & CTV Audio Ads
  • 18. Value of Social Awareness Campaigns 1 Higher volume of impressions: Upper funnel campaigns garner about twice as many impressions as lower funnel campaigns. 18 2 Higher site traffic at lower costs: CPMs are significantly lower for upper funnel campaigns and typically drive the most site traffic. 3 Brand awareness: Increase brand awareness for new users & increased brand awareness and continuous education of product offerings to existing users. 4 Audience testing: Test new audiences with lower risk. Leverage industry, market & audience insights to inform targeting priorities and testing opportunities. 5 Brand lift and share of voice: Partners can provide share of voice reporting that shows where your brand stands against competitors, along with managed or self-serve BLS tools.
  • 19. AWARENESS CONSIDERATION CONVERSION Amplify Awareness Through Targeted Approach on Social Approach Channel/Tactic Audiences Grow overall awareness and build retargeting pools leading up to holiday push Prioritize engaging creative as this may be the first time users are introduced to your brand Meta Awareness Snapchat Awareness TikTok Awareness Utilize Brand Lift Studies where eligible Affinity and behavioral segments to drive brand discovery Build lookalikes off 1P segments 19 Increase Overall Brand Awareness Thoughtful Platform Mix Go Broad
  • 20. Create an Immersive, Branded Experience with TikTok Top Feed WHAT IT IS Leverage this high impact placement opportunity with scroll-stopping creative to drive mass reach at scale. Top Feed gives your brand the ability to be one of the first ads users see upon opening the app, reaching people when they’re most engaged. ADDITIONAL DETAILS ● Maintain scalability with control over costs based on R&F delivery model ● Increased SOV and flexible targeting options to ensure your brand reaches its target audience ● Support longer form content via :60 video to allow storytelling to shine through 20 Memorable Break through as one of the first ad experiences in each user session Controlled Accurately predict your reach & frequency ahead of launch Built for branding Leverage engaging features like Interactive Add-Ons, Custom Audiences, and Multiple Creative strategies for more immersive experience How It Works
  • 21. Awareness KPIs ● The goal of these tactics is to get your product in front of the right audience early before the holiday shopping events - the event should not be the first time Olivia has seen you. ● You should be educating her about why your product is a good fit for her. ● These metrics ensure Olivia is at least aware of your brand and products. TV & AUDIO RETAIL SOCIAL CPM Impressions Reach Brand Awareness 21
  • 23. KPI(s) of Interest: Site Visits (+Search Volume) Primary Tactics: Connected TV, Digital Audio, YouTube ● TV, Audio, and Display channels can be extraordinarily effective in the mid-funnel, as substantial targeting capabilities can be used to refine the message to customers more likely to proceed through the funnel. ● Targeting options on CTV and Audio include demographic, geographic, 1st and 3rd party data targeting, lookalike targeting, and suppression / customer retargeting ● YouTube can also be a powerful tool at this stage. The platform is the largest streaming service by viewer hours, and a combination of paid media (through YouTube Video View) and a strong organic presence can super-charge consideration. Consideration with TV, Audio, and Display 23
  • 24. Consideration with TV, Audio, and Display 24 Potential Investments Reach audiences on YouTube (the largest streaming platform by time consumed) where 87% of viewers feel they get the highest quality information about products and skew towards viewers in the consideration phase with Video View campaigns Capitalize on the growing use of FAST (free ad-supported TV) networks to reach enormous audiences with full suite of targeting options available (including device, geo, demo, and 3P data elements)
  • 25. 25 Increase Consideration on Amazon SPONSORED BRAND VIDEO ● Win increased SERP real estate by leveraging video content in top of search & below the fold placements ● Despite higher aCPCs, typically perform more efficiently than other ad types due to higher purchase intent seeing the product in use ● Target longer tail keywords for top of search accessibility & incrementality ● Utilize video content for each top-priority product for 1:1 non branded approach
  • 26. Sponsored Brands Holiday Ad Copy Strategy Promotional Language ● Successful strategy in Holiday is based around messaging to draw the consumer in with “savings” language. ● In SB creation, select and set up Deals pages so ad units are driving to products/pages with active deals ● Pro tip- Do not reference the exact holiday for the ad unit. Phrases like “this holiday season” or “this winter” are much more likely to be approved and can be used across larger periods of time. 26
  • 27. Walmart Onsite Consideration 27 Walmart Display Self-Serve is a nimble, self-serve platform that allows Tinuiti to launch and manage your onsite Display campaigns on Walmart’s digital properties. ● Leverage Walmart’s robust behavioral, contextual, and keyword targeting ● Automated creative builder allows for easy and efficient creative control • Creative library allows you to manage creatives across campaigns ● Access on-demand reporting for mid-flight analysis ● Optimize campaigns on demand through Walmart’s DSS platform DIGITAL
  • 28. 28 Retailer Onsite Consideration ● Roundel is an internal agency at Target that books media buys on Target.com for onsite search & display as well as offsite ● It uses Target’s accounts for search engines (Google product listing ads), social platforms (Pinterest and Facebook), a curated display partner list (Bullseye Marketplace) for programmatic efforts using their 1st party data. ● This is a powerful way to reach consumers and bring them closer to the funnel before the event, so they consider your product at your local Target
  • 29. 29 …and more in N.A. & Globally Criteo Supported Retailers
  • 30. Paid Search & Shopping - Consideration ESTABLISH A COMPREHENSIVE KEYWORD STRATEGY ● Ensure broad match coverage is active throughout your nonbrand strategy, which will allow for more upper to mid-funnel search term mapping. Ex: best makeup brands, under eye concealer, plumping lip gloss ● Establish a competitor conquesting strategy, working to show your ad to users who are already searching for products or services in a similar space. Ex: nyx lip gloss, maybelline mascara OPTIMIZE PERFORMANCE MAX ● Use Performance Max to its fullest potential, ensuring that you have quality YouTube and Display creative in rotation to build the upper funnel. ● Test the new customer acquisition function to scale reach to new, unfamiliar audiences to your brand 30 Ratio of Brand to Generic Searches Holiday 2023
  • 31. Paid Search & Shopping - Consideration ENHANCE AD COPY TO NEW CUSTOMERS ● Highlight value propositions specific to your brand, mentioning competitive benefits to stand out. Include social proof like ratings, reviews & testimonials. Ex: “The Viral Concealer You’ve Been Seeing Everywhere” BE LIBERAL WITH YOUR BIDDING STRATEGY ● Your goal in this stage should be less focused on hitting a conservative ROAS or CPA target and instead of driving new users to site. Clickthrough rate, email sign ups and add to carts are all better options for bidding targets. 31 “Review” searches occur at a greater rate earlier in the holiday season as research occurs 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 DEC SEP 2 year avg Share of Brand + Review Searches Vs. All Branded Searches Cyber Week
  • 32. 32 32 Lean Into High Impact Snapchat Ad Formats That Drive Results Collaborate with Snapchat team to build custom Snapchat AR lens to drive brand awareness, engagement and product trial. Can be run as self-serve in Auction and R&F campaigns or as a First Lens takeover. TRANSFORM TRIAL AND BUILD CONFIDENCE AR allows users to see themself with your product, in these examples, testing a makeup product on yourself before purchasing. AR Lens 32 AR AMPLIFIES ENGAGEMENT AND CONVERSION Brands saw 31% incremental reach when adding a Snapchat lens to their marketing mix. On average, over 250M Snapchatters engage with AR daily and credit shopping as their #1 reason for using AR. SUPPLEMENT MARKETING MIX WITH AR Using AR strategically adds an additional layer of engaging brand exposure. Sequencing your AR experience with video ads boosts brand favorability, search, and purchase intent.
  • 33. Consideration KPIs ● The goal of these tactics is to get Olivia to engage with your brand ahead of the event to keep you mind mind for later. ● These metrics ensure Olivia is considering purchasing your product, knowing that a sale event is coming soon. TV & AUDIO SEARCH & RETAIL SOCIAL Clicks DPVR CTR ATC 33
  • 35. KPI(s) of Interest: Purchases (or Other Revenue-Associated KPI) Primary Tactics: Online Video, Display, CTV Retargeting ● Video content is not limited solely to large screens; we can find extraordinarily efficient (and inexpensive) opportunities with Online Video as well as through Display. ● These channels can reach specific audiences – including existing customers or previously-reached viewers – at low cost, targeting them at the precise moment they are most likely to convert. ● Remember to consider incrementality! All investments, regardless of funnel stage, should have a view towards incremental impact, especially when viewers likely had prior ad exposures. Purchase with TV, Audio, and Display 35 CONVERSIONS Incremental lift
  • 36. Purchase with TV, Audio, and Display 36 CONVERSIONS Incremental lift Potential Investments Use programmatic inventory from demand-side platforms to serve display and OLV content against heavily targeted audiences (using 3P data tools and algorithmic bidding) Explore whitelisted OLV content from premium publishers to bolster quality reach Use 1P customer data in LiveRamp (or other tool) to exclude prior converters or retarget cart abandoners
  • 37. Paid Search & Shopping - Purchase RECAPTURE USERS WHO ENTERED IN THE TOP OF FUNNEL ● Layer on past site visitors who were exposed to upper funnel initiatives in the last 3 months on observation to measure the return of these users coming back to purchase. OPTIMIZE PERFORMANCE MAX ● Segment out retargeting via the retention function to drive users back to site via catered copy and creative. ● Maximize reach during promo periods by segmenting sale products into their own asset group with sale-specific creative & copy. 37 2 in 3 shoppers held out for discounts before buying gifts 74% of holiday shoppers chose where to buy based on who offered the best deals
  • 38. Paid Search & Shopping - Purchase ENHANCE AD COPY TO ENCOURAGE PURCHASE ● Include strong calls-to-actions and emphasize urgency and scarcity (ex: sales, limited time offers, free shipping). Highlight value propositions against competitors & any guarantees or easy return policies. Ex: Our Best Sale Of The Year Has Arrived - Save 30% Sitewide & Get Free Shipping On All Orders PREPARE AUTOMATED BIDDING STRATEGIES ACCORDINGLY ● Utilize seasonal bid adjustments to tell the engine to expect higher conversion rates during sale periods, allowing automated bidding strategies to scale spend and capitalize on stronger performing periods. ● Use a lower funnel conversion target (ex: ROAS, CPA) to help optimize towards hitting efficiency-focused goals. ● Consider portfolio bidding strategies to give the engine more data to work with to hit a consolidated efficiency goal. 38 53% of consumers find it useful for brands to communicate the quality of the item they’re deciding to buy 8 shopping days in December surpassed Cyber Monday spend in 2023
  • 39. 39 TikTok Collection Ads Lean into High impact Social Shopping Units to Maximize ROAS Shoppable Product Tags in Paid Ads DPA Carousel Frames Seasonal Collection Units
  • 40. Sources: 1. Role of Creator Marketing by Crowd DNA (Meta-commissioned online survey of general population respondents ages 18-64 years in USA, DE, UK, FR, JP, KR, BR, MX, AU N=15,750). Qualified respondents shop online at least two times a month, have been influenced by creators when shopping in specific retailers and CPG categories, and have recently purchased in that category. 2. Meta-commissioned research with GWI, 2023. Base: 6,758 heavy short-form video consumers (1,178 in Brazil, 1,110 in Germany, 1,178 in India, 557 in Japan, 515 in South Korea, 1,113 in UK, 1,107 in US) aged 16-64 who are at least weekly Reels users. 74% of people reported purchasing within days of seeing creator content on Meta technologies1 CREATORS 79% of people say they’ve purchased a product or service after watching Reels2 REELS Creators and Reels Drove Holiday Discoveries and Purchases
  • 41. What is TikTok Shop? 41 BROWSE Discover shoppable content through in-feed videos and livestreams, and through product showcases on TikTok profiles. ADD TO CART Select products and read more information in the Products Detail Page (PDP). PURCHASE Place your order and checkout within the TikTok app.
  • 42. 42 Ease Path to Purchase with TikTok Video Shopping Ads (VSAs) WHAT ARE VSAs? ● Shoppable videos that take users seamlessly from the For You Page to check out- can drive to TikTok Shop or PDPs on web ● Creates an even more personalized experience using product catalogs and unlocks more sales with automation features to populate the right ads at each stage of the shopping journey ● VSAs drive 29% lower CPA and 15% more conversions vs non-Shopping campaigns WHAT ARE VSAs? 42
  • 43. 43 Amazon SERP Takeover Sponsored Brand Ad Sponsored Products Ads Sponsored Brand Video (ViSB) Organic Listings
  • 44. Sponsored Brands + Sponsored Products = Better Together 44 Sponsored Brands + Sponsored Products ○ +12.2% Increase in ROAS with both ad types running together* ○ +16.5% Increase in ROAS after running both ad types for 3+ months* *Tinuiti Internal data 2020
  • 45. CATEGORY KEYWORDS ● Leverage higher purchase intent keywords by differentiating strategy by brand & product USPs ● Capture additional areas of efficiency by harvesting converting keywords within manuals by match type ● Continue leveraging low base bids with high bid multipliers to prioritize share where it matters most 45 Focus on Driving Category & Treatment Keywords
  • 46. 46 Steal Market Share from Competitors Through Conquesting COMPETITOR TARGETING ● Focus on specific competitors who aren’t defending their branded terms in order to realize lower CPCs yet incremental traffic ● Gain incremental market share by targeting competitor ASINs with directly competitive & complementary products for additional placements on the PDPs, SERP, add to cart, and check out ● Utilize PDP multipliers to increase visibility and expand consideration on competitor detail pages ● Leverage AMC audiences to retarget both from competitor PDP views & branded keyword searches
  • 47. Fix Leaks in the Search Bucket by Utilizing AMC Audience Targeting AUDIENCE MATRIX PROTECT UPPER FUNNEL INVESTMENT PROTECT SEARCH INVESTMENT PUSH SHOPPERS ACROSS FINISH LINE Ad Exposure: Shoppers who interacted with upper funnel ad that haven’t been retargeted - build these by the persona Sponsored Product Clicks & Keyword Searches: Shoppers who clicked but never bought and shoppers who searched high volume keywords through our campaigns that never viewed our PDP Frequent Product Detail Page Viewers & Cart Abandoners: Shoppers who viewed PDP 3x in 1 week but never bought and people who added to cart but never bought 47
  • 48. Retargeting to Bridge the Gap Between Awareness and Conversion 48 Prime Video Retargeting ● Building Prime Video Campaigns segmented by Line Items will allow us to isolate those personas in their separate retargeting campaigns to A/B test insights on which personas drive cheaper glance views OLV Retargeting ● Build OLV Retargeting campaigns by the line item to showcase which competitors and in-market audiences are driving cheaper glance views AMC & FSI Audiences ● Megatron: Identify top LS audiences, force the overlap to build an audience closer to the brand ● High Value NTB Purchases: Shoppers who have engaged with products in last 30 days but haven’t bought or exposed to ad ● Superfan: People who have bought at least 5 purchasers in last year ● Customer Reviews: People who have left at least 2 customer reviews in last year ● Lookalike Audiences: Competitor Line Items, Brand Purchasers, Brand Subscribers PRIME VIDEO RETARGETING OLV RETARGETING ASIN RETARGETING AMC & FSI ASIN Retargeting ● 1:1 ASIN Retargeting Structure: Ensure granularity to maximize conversion rates ● Tiered Retargeting Structure: 7 Day and 30 Day lookback windows to maximize conversion + reach
  • 49. Walmart SERP Take Over 49 OBJECTIVE: Generate and capture demand, Brand Story TARGETING APPROACH: ● Non branded and branded targeting available ● Cannot negate terms CREATIVE APPROACH: ● Featured Products ● Video Engagement PRIMARY KPI CTR, Impressions, NTB SECONDARY KPI CVR, ROAS, SPONSORED BRAND VIDEO OBJECTIVE: Stay at TOS, Generate and capture demand TARGETING APPROACH: ● Non branded and branded targeting available ● Cannot negate terms CREATIVE APPROACH: ● Sale focused headline ● Featured Products ● Video Engagement ● Set Promo Items as featured ASINs PRIMARY KPI CTR, CVR, ROAS SECONDARY KPI NTB %, Impressions SPONSORED BRAND OBJECTIVE: Stay at TOS, Engagement TARGETING APPROACH: ● Keyword strategy includes Brand, Non brand and Auto ● Auto targeting should be roughly 40-50% of total spend at new product launch ● Manual campaigns focus on non branded and competitor ● Cannot negate terms PRIMARY KPI CTR, CVR, ROAS SECONDARY KPI CPC, NTB% SPONSORED PRODUCT
  • 50. 50 • Reaches high-intent shoppers in real-time, converting interest into sales • Accurately ties efforts to online and offline sales across retailers and devices • Analyzes performance to the SKU-level to guide winning strategies • Offers both Network and Private Market solutions Criteo's algorithm determines best SKUs to serve in the sponsored ad The shopper clicks and is taken through to the product detail page for conversion The shopper searches or browses a product category on a retail site How it works: Retailer Sponsored Ads
  • 51. 51 • Provides greater strategic and creative control via dynamic ad format • Reach precise shopper targets based on real-time browsing and purchase history • Analyze performance via enhanced reporting capabilities Retailer Onsite Purchase Criteo delivers the rich media ads on the retail site The shopper directly engages with the ad: product view, add-to-cart, clicks… The brand chooses an audience to target, based on the retailer’s real-time and historical data Reach, influence and engage custom audiences with rich media solutions Currently Available: Coming Soon:
  • 52. Purchase KPIs ● The goal of these tactics is to get Olivia to buy your product during the deals events. ● These metrics ensure Olivia is has bought your product and is set up to become a loyal customer to return once her supply is out TV & AUDIO SEARCH & RETAIL SOCIAL ROAS CVR Revenue SnS NTBR 52
  • 53. 1. Optimize your search and PMAX ad copy throughout the funnel, highlighting value propositions, brand advantages and seasonal promotions. 2. Start advertising early and diversify your Social ad placements and formats. 3. Use TV and Audio opportunities to generate awareness in premium environments while supporting lower-funnel conversions. 4. Retailer data knows what you BUY, harness that to be surgical with a strategy based on what is most likely to convert. Key takeaways 53
  • 54. Q&A Harry Browne Vice President, Media Aaron Gooden Director, Commerce Blair Hall Director, Paid Social Lauren Cazal Paid Search & Shoppable Strategist
  • 55. 55 Click the link in your browser ➜ Maximize your Holiday Ad Spend
  • 56. Session 1 10am PT | 1pm ET Holiday Kickoff: Optimizing Data and Budget for Maximum Seasonal Impact Session 2 10:20am PT | 1:20pm ET Campaign Planning Workshop: Crafting a Comprehensive Strategy Session 3 11:10am PT | 2:10pm ET Does Your Brand Measure Up? Optimize & Measure Campaign Performance Pre- and Post-Holiday Season. Session 4 11:45am PT | 2:45pm ET Clean Sweep: Perfecting Your Brand Strategy Across All Marketing Fronts Today’s Agenda DAY 1 - WEDNESDAY, AUGUST 7