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X A X I S
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S E R I E S
PERFORMANCE MARKETING 101
For internal communications and client presentation only. Information or views presented in this post do
not necessarily represent the official opinions of Xaxis, the Company, or any individuals at the Company.
IN THE FUTURE, ALL DIGITAL MARKETING
WILL BE CLASSIFIED AS “PERFORMANCE”
IAB, Defining Performance Marketing in Today’s Digital Landscape
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WHAT EXACTLY IS PERFORMANCE MARKETING?
The intention of the campaign
The cause and effect between
The buyer can optimize their
In many cases payment is
is to drive consumer action,
the advertising and consumer
buy in real or near real-time
made based on consumer
as opposed to raise
action can be clearly
based on the measurement
action (this is not necessarily
awareness
measured
required if the other three
criteria are met)
IAB, DEFINING PERFORMANCE MARKETING IN TODAY’S DIGITAL LANDSCAPE
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TWO TYPES OF PERFORMANCE MARKETING
The prerequisite = ability to measure outcomes
PERFORMANCE OPTIMIZATION
PAY-FOR-PERFORMANCE
The ability to adjust the buy in real time, based
The ability to measure and optimize with the
on the effectiveness of the campaign in driving
option to pay only when that performance
consumer action that makes it a performance
action occurs
campaign.
IAB, DEFINING PERFORMANCE MARKETING IN TODAY’S DIGITAL LANDSCAPE
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“Not all performance
actions are considered
PRE-ROLL
VIDEO VIEWS
VIEWABLE
IMPRESSIONS
SOCIAL
ENGAGEMENTS
equal, The closer the
performance action is to the
CLICKS
NATIVE OR CONTENT
ENGAGEMENTS
transaction, the more
accountable the outcome”
SMS
LEAD FORMS
CALLS
EMAIL
REGISTRATIONS
IN-STORE
VISITS
TRANSACTION
IAB, DEFINING PERFORMANCE MARKETING IN TODAY’S DIGITAL LANDSCAPE
BRANDING
PERFORMANCE MARKETING
MORE VOLUME
vCPM (VIEWABLE CPM)
CPM
(COST PER
THOUSAND)
CPCV
CPC
CPL
CPA
(COST PER
COMPLETED
VIEW)
(COST PER
CLICK)
(COST PER
LEAD)
(COST PER
ACTION)
MORE VALUE
•
•
•
•
•
•
•
Brand Awareness
Unregistered
View/Click
Unqualified
Browsing
Implicit
Reach
•
•
•
•
•
•
•
Action/Intention Focused/Download
Registered
Lead/Purchase
Qualified
Researching
Explicit
Targeted
PWC and IAB UK, The value of Online Performance Marketing Study
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FRAUD IN PERFORMANCE MARKETING
52%
11%
Of CPA Networks
Of publishers do not
admit to asking
trust affiliate
72%
82%
publishers to
networks
(the lack of)
commit fraud
TRUST
In performance
marketing
OF MARKETERS THINK
FRAUD IS A SERIOUS
PROBLEM IN PERFORMANCE
MARKETING
OF ADVERTISERS SAY
THEY HAVE BEEN A
VICTIM OF FRAUD
66%
Of advertisers do
not trust affiliate
networks
PERFORMANCE MARKETING INSIDER SURVEY, FEBRUARY 2016
49%
Of advertisers do not
believe in fraud
detection program
PROGRAMMATIC &
PERFORMANCE
MARKETING
For internal communications and client presentation only. Information or views presented in this post do
not necessarily represent the official opinions of Xaxis, the Company, or any individuals at the Company.
WHY?
PROGRAMMATIC & PERFORMANCE
MARKETING WERE BORN FOR EACH OTHER
AUDIENCE &
CLOSED LOOP DATA
EHANCEMENT
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OUTCOME
HISTORICAL
DATA
ALGORITHMIC
OPTIMIZATION
PROGRAMMATIC
DMP
SCALE
LOOKALIKE &
RETARGETING
IMPRESSION-LEVEL
VALIDATION
ATTRIBUTION
& MEASUREMENT
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LEVERAGING PROGRAMMATIC FOR OUTCOME BASED MARKETING
PERFORMANCE RISK
ADVERTISER
LIGHT REACTION
Your Title Here
GUARANTEED AUDIENCE
ENGAGEMENT BASED
GUARANTEED OUTCOMES
AUDIENCE &
BRANDING
ENGAGEMENT
OUTCOME
PREMIUM INVENTORY
NATIVE & SOCIAL INVENTORY
OPEN EXCHANGES INVENTORY
FORMATS:
STANDARD, RICH MEDIA,
DISPLAY, DCO, IN-STREAM, PREROLL, IN-APP/MOBILE WEB,
RADIO, DIGITAL OUT OF HOME
INSIGHTS FOCUS
FORMATS:
CONTENT RECOMMENDATION,
FORMATS:
OUTSTREAM, IN-FEED, IN-IMAGE,
STANDARD DISPLAY, VIDEO,
SOCIAL AND MOBILE NATIVE
MOBILE WEB/APP
CAMPAIGN MODEL
DELIVERY FOCUS
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FROM SILO TO CROSS-VIEW
CROSS-VIEWING:
Leveraging Xaxis propriety audiences across addressable,
programmatic
channels
for
cross-device
targeting,
VIDEO
ONLINEVIDEO
ONLINE
CONNECTED TV
CONNECTED
TV
DEVICE
MOBILEDEVICE
MOBILE
audience journeys and optimal media allocation.
TRADITIONAL
TRA
DITIONA LTV
TV
PERSONA
L COMPUTER
COMPUTER
PERSONAL
measurement and attribution. Offers deep insight into true
A SILOED
VIEW
OF MEDIA
CHA NNEL
ONL Y A LLOW S
A SILOED
VIEW
OF MEDIA
CHANNEL
ONLY ALLOWS
LINEACONVERSIONS
R CONVERSIONS.
LINEAR
CONVERSION PATH
CONVERSION PATH
CONVERSIONSTODAY
TODAY A
ARE
CONVERSIONS
RE CROSS-PATH
CRO SS-PATH AND
A ND MULTIPLATFORM.
MULTI-PLATFORM.
12
ISOLATED MEDIA CHANNEL VIEW PROVIDES ONE DIMENTIONAL RESULTS
LINEAR PERFORMANCE IS COMMODITIZED
THE LACK OF CROSS-MEDIA AT ATTRIBUTION TRADIONALLY HANDICAPS DIGITAL MARKETERS TO PLAN BASED ON DEVICE AND
NOT USER BEHAVIOR (OR THE ONE TASK, MULTI-DEVICES” NORM
ACTUAL CAMPAIGN
48.4%
IMPRESSION
DESKTOP CHANNEL SEEMS VERY STRONG
FROM A LINEAR ATTRIBUTION VIEW
(DESKTOP)
(DESKTOP)
51.6%
84%
CONVERSATION
MOBILE CHANNEL IS LIKELY TO GET CUT OR
16%
CONVERSATION
IMPRESSION
REALLOCATED TO DESKTOP
(MOBILE)
IAB, DEFINING PERFORMANCE MARKETING IN TODAY’S DIGITAL LANDSCAPE
(MOBILE)
13
CROSS-VIEWING REVEALS HIDDEN PERFORMANCE
SINGLE DEVICE VIEW IS “BLINDING”
ALMOST 60% OF CONVERSIONS FROM MOBILE IMMPRESSIONS ACTUALLY OCCURED ON DESKTOP. WITHOUT CROSS-VIEW, THIS
ATTRIBUTION WOULD BE LOST!
ACTUAL CAMPAIGN
48.4%
COMPUTER: 94.13
IMPRESSION
(DESKTOP)
(DESKTOP)
51.6%
84%
CONVERSATION
COMPUTER: 59.1%
16%
CONVERSATION
IMPRESSION
(MOBILE)
(MOBILE)
COMPUTER: 40.9%
SOURCE: TURBINE CROSS-VIEW, ACTUAL CAMPAIGN DATA, SEPTEMBER 2015
X A X I S
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S E R I E S
THANK YOU
For internal communications and client presentation only. Information or views presented in this post do
not necessarily represent the official opinions of Xaxis, the Company, or any individuals at the Company.