Making Audiences Actionable Webinar
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The document discusses the current state and future of cross-channel audience-based marketing, highlighting its importance and the challenges faced in implementing it. A significant majority of marketers agree that leveraging audience data leads to more impactful campaigns, yet many still encounter issues like fragmented audiences and the integration of different media types. As the advertising industry evolves, the document predicts accelerated growth in cross-channel marketing, with an emphasis on improved tools and data integration.
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Making Audiences Actionable Webinar
- 1. Making Audiences Actionable: ENVISIONING A FRICTIONLESS CROSS-CHANNEL ADVERTISING FUTURE
- 2. Today’s Webinar Kari Brownsberger VP, Marketing Communications 4C Please ask questions for Q&A session at the end. Let us know if you are having any technical issues. Use/follow #ActionableAudiences. ©2018 4C Insights, Inc. 2
- 3. Our Speakers Audience-Based Marketing Sets a New Standard Justin Fromm VP, Business Intelligence, Advertiser Perceptions Activating Audiences Across Channels Aaron Goldman Chief Marketing Officer, 4C ©2018 4C Insights, Inc. 3
- 4. Audience-Based Marketing Sets a New Standard
- 5. #ActionableAudiences @4Cinsights Research and methodology ©2018 4C Insights, Inc. U.S. N=201 . U.K. N=102 . Survey of 303 advertising decision-makers. 100% VP-level or higher 93% Director-level or higher $1M Annual digital advertising budget $5M Annual TV advertising budget 4 In-depth interviews with industry leaders Surveys conducted between 30 April and 18 May, 2018. Interviews completed from 24 May to June 13, 2018. 5
- 6. #ActionableAudiences @4Cinsights Cross-channel is here. ©2018 4C Insights, Inc. Using cross-channel campaigns in the U.S. 77% Currently use cross- channel campaigns 2% Have no plans to use 20% Plan to use within 12 months 6
- 7. #ActionableAudiences @4Cinsights Video is driving the change. ©2018 4C Insights, Inc. Typically Include (US) Would like to include (US) Digital Video 66% 68% TV (broadcast, cable) 65% 71% Digital Display 63% 65% Social media advertising 53% 60% Advanced TV 53% 59% Digital Search 55% 62% Digital Audio/Radio 31% 44% Radio 26% 36% Outdoor/Out-of-Home 24% 29% Print 23% 30% Which types of media do you typically include (or would you like to include) in your cross- channel campaigns? 0 1-20% 21-40% 41-60% 61-80% What percent of your social media spend is dedicated to video? 7
- 8. We as marketers are looking at different media in silos, but, at the end of the day, the consumer isn’t. JEFF RATNER, CHIEF MEDIA OFFICER, iCROSSING
- 9. #ActionableAudiences @4Cinsights Fragmented audiences are problematic. ©2018 4C Insights, Inc. US 1-3 US 1-5 Lack of standard measurement across different channels/platforms 38% 53% Organization silos (i.e., separation of TV buying teams vs. digital buying team) 30% 54% Inability to plan media buys seamlessly between platforms, publishers and networks 28% 48% Tracking/reporting complexities 27% 40% Managing ad frequency capping and de-duplication between platforms 20% 39% Reliance on 3rd party data 21% 32% Lack of scale/Inadequate reach 20% 30% Brand safety 19% 27% Difficulty integrating 1st party data 18% 32% Managing creative executions, format standardization, etc. 17% 33% Lack of internal resources to implement 17% 26% Consumer privacy concerns 17% 28% Which of the following do you consider to be the biggest challenges to cross-channel audience-based inventory buying? Respondents asked to rank top 5 challenges. 9
- 10. Some of these newer ad formats cannot really be measured adequately within the newer tools that track cross-media campaigns. Not having that, we have to create proxies, or we have to measure everything individually and try to figure out how to piece together the story. ANNA PAPADOPOULOS, VICE PRESIDENT OF MEDIA, SPONSORSHIPS, AND DTC ADVERTISING, PRUDENTIAL FINANCIAL
- 11. #ActionableAudiences @4Cinsights TV creates additional challenges. ©2018 4C Insights, Inc. Which of the following are factors inhibiting you from including TV in your cross-channel campaigns? (US) 2% 4% 17% 21% 26% 30% 30% 36% 38% 40% 47% Other There are no factors inhibiting TV's inclusion Low demand from clients/Lack of advertiser interest Lack of publisher support Organization/team silos Inability to operate seamlessly between TV publishers/networks Concerns around consumer ad fatigue Not compatible with how we typically buy TV Duplicated reach with traditional TV buys Lack of targeting precision for TV audiences Industry reliance on traditional TV measurement 11
- 12. #ActionableAudiences @4Cinsights Solving it has tremendous upside. ©2018 4C Insights, Inc. 12 32% 48% 20% Agree Completely Agree Somewhat Do Not Agree We would increase our TV spend if TV offered the same level of accountability, transparency and understanding about the consumer that is available with digital advertising. (US)
- 13. The way forward
- 14. #ActionableAudiences @4Cinsights Audience-based marketing provides more impact. ©2018 4C Insights, Inc. 88% of U.S. marketers agree Advertisers who build their strategies around audiences rather than individual media platforms create more impactful campaigns. 86% of U.S. marketers say Cross-channel audience-based marketing is an essential part of our strategy. 14
- 15. Media has to be accountable to sales conversions, and leveraging audience data gets us closer to that. JEFF RATNER, CHIEF MEDIA OFFICER iCROSSING When you’re able to reach the right person in the right place, engagement skyrockets LOLA OGUNYEMI, PAID SOCIAL TEAM LEAD MERKLE PERISCOPIX
- 16. #ActionableAudiences @4Cinsights Benefits of audience-based marketing ©2018 4C Insights, Inc. Will improve Will not improve Meaningful audience scale/aggregation 96% 4% Target audience reach 94% 6% Brand Awareness 94% 6% Directly attributable actions 92% 8% Purchase consideration metrics; quotes, website visitation, store visitation 91% 9% Sales conversion 90% 10% Brand Loyalty 89% 11% Frequency capping 88% 12% How much of an impact can cross-channel audience-based marketing have on each of the following KPIs? (US) 16
- 17. It seems like audience-based marketing is a trend, but it’s more than that. We’ve mastered how to collect and manage data. The natural progression is to now take a people-first approach and use that data to really connect with consumers where they are. LOLA OGUNYEMI, PAID SOCIAL TEAM LEAD, MERKLE PERISCOPIX
- 18. #ActionableAudiences @4Cinsights©2018 4C Insights, Inc. Using audience-based marketing for cross-channel campaigns in the US 48% Currently use audience- based marketing for cross- channel campaigns 11% Have no plans to use 40% Plan to use within 12 months But not all marketers use an audience-based approach…yet. 18
- 19. So what gives?
- 20. We know that cross-channel audience buying to manage frequency and sequence messaging creates value. It creates a more positive experience for the consumer and better outcomes for the brand. We are able to do this to an extent within buying platforms however walled gardens don’t offer the necessary level of integration with the media landscape to take this to the extent that I'd like. RYAN STORRAR, HEAD OF MEDIA ACTIVATION AT ESSENCE.
- 21. New tools are critical. The current fragmented media landscape requires a new marketing structure that enables advertisers to operate seamlessly between publishers and platforms, including digital and TV. (US) 35% 48% 17% Agree completely Agreee somewhat Do not agree ©2018 4C Insights, Inc. 21
- 22. #ActionableAudiences @4Cinsights These are the new requirements. ©2018 4C Insights, Inc. Very Important Somewhat Important Not Important Manages ad frequency and de-duplication between channels 47% 42% 11% Specializes in premium, safe, secure inventory from private marketplaces 44% 47% 9% Able to combine audience intelligence between platforms, publishers and networks, infusing buying with audience intelligence 44% 41% 15% Provides a central place for my (company’s/client’s) audience information and seamless way to activate our audiences across channels 35% 49% 16% When selecting a provider to partner with for cross-channel audience- based advertising, how important is each of the following? (US) 22
- 23. In order to fully-deliver the value proposition that we're describing here, there's a role for adtech and/or buying platforms to make the themes that we're describing here much more actionable. RYAN STORRAR HEAD OF MEDIA ACTIVATION, ESSENCE
- 24. #ActionableAudiences @4Cinsights As new tools are adopted, audience- based marketing will rise. ©2018 4C Insights, Inc. In the next 12 months, what are your industry-wide predictions for cross- channel audience-based marketing? (US) 20% 70% 9% Accelerated growth Steady growh Won't catch on How do you expect your spend on cross-channel audience-based buying will change in the next 12 months? (US) 84% 7% 8% Increase Decrease Stay the same 24
- 25. Thank you! Justin Fromm VP, Business Intelligence, Advertiser Perceptions
- 26. #ActionableAudiences @4Cinsights Activating Audiences Across Channels Aaron Goldman, CMO, 4C
- 27. It all starts with a 360Âş view of your audience.
- 28. #ActionableAudiences @4Cinsights An integrated customer view requires integrated data sets. 2B SOCIAL MEDIA INTERACTIONS 100K PEOPLE METER RESPONDENTS 9M+ SMART TVS 220M U.S. ADULT PROFILES 1P DATA CLIENT-PROVIDED (CRM lists, DMP segments, etc.) 3P DATA SELECT PARTNERS (e.g. Auto, Purchase Data, Demographics, etc.) 4C INSIGHTS AFFINITY GRAPH™ 76 COUNTRIES ©2018 4C Insights, Inc. 28 2100 GLOBAL TV CHANNELS
- 29. #ActionableAudiences @4Cinsights Our audiences bridge across walled gardens. 4C INSIGHTS AFFINITY GRAPH™ ©2018 4C Insights, Inc. 29
- 30. #ActionableAudiences @4Cinsights The results speak for themselves. 60% COST 10X CONVERSION RATE 50% COST PER SUBSCRIBER 174% ROAS 53% ENGAGEMENT 223% REVENUE ©2018 4C Insights, Inc. 30
- 31. #ActionableAudiences @4Cinsights It’s all in Scope. ©2018 4C Insights, Inc. 31
- 32. #ActionableAudiences @4Cinsights Brand Compass helps you gain audience intelligence. ©2018 4C Insights, Inc. 32
- 33. Audience Hub activates segments across channels. ©2018 4C Insights, Inc. #ActionableAudiences @4Cinsights©2018 4C Insights, Inc. 33
- 34. Thank you Download the full report 4Cinsights.com/Advertiser-Perceptions ©2018 4C Insights, Inc. 34 ©2018 4C Insights, Inc. #ActionableAudiences @4Cinsights©2018 4C Insights, Inc. 34