DATA Targeting - Powering Display Advertising
- 1. DATA driven Targeting – Strengthening Display to become effective alternate to Search Presentation by : Siddharth Puri Business Head – Tyroo Direct 1
- 2. About Tyroo Advertisers India’s Largest Digital Reach Vehicle APAC’s Largest Performance Platform for E- Commerce and Internet Businesses Over 5,000 handpicked publishers Reach – 19.2 Million UVs, 1.5X of Rediff, 60% of Yahoo!1 Competitively priced, Brand safe, Engaging rich media formats Strong focus on ROI/performance goals Work with all major advertisers and agencies active in digital – 200+ active campaigns at a given time Multi – Format Driven – Display/EDM/Text Links/ Product Feeds Tyroo Reaches to nearly 50% of the total Indian internet audience • 1ComScore May 2011
- 3. E-Commerce Marketing Team Goals Goals Measurable Metrics Acquire First Time Customers First Buyer to Repeat Transaction from Paid Media to do Ratio transaction on site Breakeven on Cost of acquisition Gross Margin earned on each of customer within gross margin transaction earned on sale driven Have higher ratio of Prepaid % of Credit Card to COD Order Customers driven Zero Cancellation or Order Cancellation/Returns Ratio post Returns call Centre Order Verification
- 4. Paid Media strategy to acquire Customers • Evolved Online Retailer – Established 3 years Ago , Leader in its segment • Spending on an average 1Cr Per month on Digital Media • Done Large TV advertising spends 2 times in last 12 months for Brand Building Channel % Spend First Buyer to Gross Margin % Prepaid Cancellation/ Deployed Repeat Ratio earned on Users Return RTO each Product Ratio Direct Traffic 65% – 35% 8% 6% Google SEM 35% 80% - 20% Breakeven 12% 8% Facebook CPC 30% 70% - 30% (- 30%) 18% 6% Performance 30% 65% - 35% Breakeven 4% 11% Networks Display/ 5% 60% - 40% (- 500%) 20% 10% Others ** Basis Market Feedback and interactions with Marketing Departments
- 5. Display – Ugly duckling of Media Plan ? Display’s Challenge is Lack of consideration of Brand Visibility aligned metrics Without spend on display With 30% spend on Display Impact on Direct Traffic X # of Transactions from 2X # of transactions from Direct Traffic Direct Traffic Impact on # of Organic Searches X# of Searches on brand 3X# of Searches on Brand of Brand Keywords keyword Keywords Impact on CTR and CR on other 10% improvement in CR Channels across channels Impact on Gross Sale Value 15% improvement in Gross sales value
- 6. Data driven Display Advertising Data Targeting Data Targeting Retargeting Analyze visitors Products Seamless!! Analyze advertiser’s site visitor Audience targeting and create original “persona” in order to advertize audience targeting based on profiling CPA Optimized data. プロファイリングターゲティング non-targeting Behavior Gender Age Site Visitor ⇒ Retargeting Area Efficiency : high Target Users : limited Others “persona” user ⇒ Audience targeting based on profiling Efficiency : medium Target Users :medium Non- Persona User ⇒ CPA Optimized non-targeting Efficiency : law Target Users : large
- 7. Personalized Retargeting – How it’s work 1. As a visitor enters a merchant’s website, 2. When the visitor enters in the Tyroo Media network - the system spots them. they are tagged with a simple smart cookies 3.Tyroo recommendation engine 5. Tyroo shares Tracking Order Id 4. Then user clicks, returns to chooses the offering that are most likely product page and completes to appeal for each visitor, based on and Amount purchase advance machine learning and wisdom of the crowds algorithms
- 9. Q1. Do I pay on CPM/CPC/CPA ? Ideal is to pay on CPA, but you don’t loose out even paying on CPC as difference against normal CPC advertising is higher Conversion ratio equal or some time better than search
- 10. Q2. Why should I do it beyond SEM/SEO/Affiliate ? Gain Advantages of Brand Visibility Metrics + create another performing channel for incremental sales
- 11. Q3. How Much traffic is ideal to add Re-targeting to Media Plan, Should one Do it if not spending money on Paid Traffic? Re-targeting is Ideal if your website has 10,000 Unique Users Every Day
- 12. Q4. What Channel should I Trade off/Replace in my strategy? If you are spending <10% of your paid media budget on Display including Google Display Network, you should first allocate spend from this bucket, balance basis its performance will start to win spends from other Buckets
- 13. Q5. Should I do Display at all, If doing Re-targeting? This decision should be taken after evaluating your position in the brand management cycle.
- 14. Q6. What kind of Optimization is Required? All Re-targeting Platform comes with by default CPA optimization but now specialist platform also bring in additional capability to optimize for Higher Order Value/ Higher First Buyer to Repeat Ratio among many other
- 15. Q7. Is it level playing field between large vs small advertisers or competitive bidding environment as Search? Fortunately re-targeting doesn't get largely impacted from media placement as input point on conversion ratio, you are bidding for quality of user bidding on probability of him converting basis marketing goal metrics defined
- 16. Q8. What is the Minimum Budget to test the channel? Its function of # of users on your site but for a site with 10,000 UU per day should setup a budget of 30,000 clicks for 3 months to measure impact.
- 17. Q9. Why 3 Months? Re-targeting like Search need to be trained on metrics and given opportunity to find right audience set combination and ability to understand your traffic to buying behaviour. Immediate impact seen as compared to display advertising but needs some time to settle to search advertising level
- 18. Q10. How to Create Benchmarks for evaluation? Re-targeting or any other performance channels should be pitched on metrics of Google Non Brand Keyword other than SEO oganic brand keyword searches which should compete against brand keywords
Editor's Notes
- #3: Tyroo’s reach to different age groups is similar to Total Internet users