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NMPignite: The Future of performance- Creative
The document discusses how display advertising should move beyond chasing clicks and instead focus on engagement and performance. It suggests replacing clicks with more meaningful engagement metrics to better align with business goals. Some strategies proposed include using offers and incentives, simplifying the purchasing path, applying relevant data, and measuring engagement through interactions beyond just clicks. The key is breaking down silos between teams and using data to build campaigns that provide value to customers.
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NMPignite: The Future of performance- Creative
- 1. AUGUST 2020 ©2020 NMPi.ALL RIGHTS RESERVED. NMPignite: The Future of Performance - Creative Anna Jorysz
- 2. Anna Jorysz HEAD OFPERFORMANCE DISPLAY
- 3. Is display reallya performance channel?
- 4.
- 5. Display shouldn’t beabout chasing elusive clicks. Spam Wrong audience Clickbait POOR BRAND EXPERIENCE
- 6. ...we still needto justify our spend. But we’re performance marketers...Align with broader business & marketing strategies Validate and support smart media buying Replace clicks with engagement
- 7. If you wantsomething from a customer, you have to offer them something in return.
- 8. How do wemake purchase easier? How do we measure movement down the funnel?
- 9. Offers & Incentives Simplifying Path ToPurchase Applying Data For Relevance Measuring Engagement
- 10. Offers & Incentives Customisable offers Unique codesfor tracking Functionality for copying code
- 11. Simplifying Path ToPurchase Customised landing page Functionality from site Trackable & targetable
- 12. Applying Data ForRelevance Internal flight data Search trends from Google Weather & snow level data
- 13. Measuring Engagement Engagement through games Alignment with core brandIncentives for click through
- 14. Break down yoursilos Build for and with data
- 15. Thank You foryour Time! Any Questions? ©2020 NMPi. ALL RIGHTS RESERVED.