Managing your spend across segments can be overwhelming when you are working with a limited budget. In this session, our Growth Media expert will talk about how to maximize your impact across search and shopping, social, and email.

1. How to Maximize Media Spend on a
Limited Budget
Tight Budget? How to Get the Most from your Media
Planning Dollars
10am -10:30am PT | 1pm-1:30pm ET
How to Triple your Growth with External Marketing
Investment
10:35am-11:05am PT | 1:35pm-2:05pm ET
Using Predictive Marketing to Improve Results
Across Digital Channels
11:10am-11:40am PT | 2:10pm-2:40pm ET
Fireside chat: Maximizing holiday success on a
budget
11:45am-12pm PT | 2:45pm-3pm ET
Get the Most Bang
for Your Media Buck

2. Tight Budget? How
to Get the Most
from your Media
Planning Dollars

3. Today’s Logistics
Kerry Mallett
Webinar Coordinator
Recording & slides will be sent
by tomorrow
01
Submit questions for live Q&A
04
03
Download relevant resources
Log back anytime with same link
02
02
Join our poll questions
05

4. WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$3B
#1
950+

5. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

6. Our Speakers
JOSH BRISCO
VP, Growth Media
KADY SRINIVASAN
Global Head of Marketing

7. 7
Agenda
● Set Your Goals
● Align You Media Mix
Q4 Flighting
● Measure Your Mix
● Acquire and Activate Customer-First
Data

8. How comfortable are you with
your media mix going into Q4?
● Completely dialed In
● Strong but can be improved
● Still working on it
● Help!
POLL

9. 9
Set Your Goals

10. 10
ROI, ROAS, CPA are
primary KPIs
New customer
acquisition, top line
revenue, YoY growth,
primary KPIs
Efficiency Focused Growth Focused
Goal Setting

11. 11
Align Media Mix

12. Prioritization Focus: Flip the Funnel
12
Brand Awareness
Consideration
Conversion
Loyalty Start with
Customer-First
Data
Infrastructure
Build upon
Customer-
First Data
Strategy

13. Brand Awareness
Consideration
Conversion
13
Loyalty
Funnel Focus
Growth Driven
Return Driven

14. 14
A Tale of Two Media Mixes
Growth Driven
Return Driven

15. Social approach across the entire consumer journey
Reach /
Frequency
In-Stream
Reserve
Max Width
Video
Commercials
Lenses
Story Ads
Top View
Brand
Takeover
Category
Takeovers
Takeovers
Live
First View
Lead Ads
Stories
Instant
Experiences
Carousel Pins
Static Pins
Collections
Image or
Video Ads
Hashtag
Challenge
Branded
Effect
In Feed Ads
Promoted
Posts and
Videos
Website
Cards
Promoted
Polls
Dynamic Ads
Collection Ads
Product Tags
Shopping Pins
Collection
Ads
Dynamic Ads
App Install
Ads
Collections
Dynamic Ads
App Installs
Promoted
Posts for
Conversions
App Install
Ads
Conversation
Cards
App Install
Cards
AWARENESS
CONSIDERATION
INTENT

16. Google/Bing approach across the consumer journey
★ Campaign Goal: Action
■ VACs w/ Feeds
■ Shopping Ads/LIAs
■ Smart Shopping Campaigns
■ Text Ads
■ Retargeting (GDA or MSAN)
Awareness
Consideration
Action
★ Campaign Goal: Consideration
■ Dynamic Search Ads
■ Discovery Ads/MSAN
■ Local Campaigns
Awareness
Consideration
Action
Awareness
Consideration
Action
★ Campaign Goal: Awareness
■ TrueView for Reach
■ Smart Shopping - NCA
■ Discovery Ads/MSAN

17. 17
Holiday Media Mix Flighting

18. Source: :Google/BCG P2P, 2021, Google/Ipsos, “Holiday Shopping Study” October 2020-January 2021
Mindshare = market share: Cut through the
noise to influence and acquire holiday
shoppers with digital
72%
of apparel and footwear consumers
bought from a retailer in their initial
consideration set 1
43%
of Holiday shoppers used YouTube to
research and shop
+10% from 2019 2
1. Keep your brand top of mind by capitalizing on
demand generation ad units & tactics
2. Capture undecided shoppers early, when they
research by targeting broad, non-branded
keywords on search as well as Dynamic Search
Ads
3. Convert consideration into action capture
created demand through search, shopping,
collections ads ad product feed-enabled ad
units

19. Apparel Category: In 2020 CPCs spike more
substantially over cyber week
September October November December
$1.00
$0.75
$0.50
$0.25
$0
150
100
50
0
Weekly Search demand Avg. CPC
Source: Google Search Data, US. Analysis by TheProof

20. Time your media mix with media cost changes
September October November December
$1.00
$0.75
$0.50
$0.25
$0
150
100
50
0
Weekly Search demand Avg. CPC
Demand Generation Phase
Demand Capture Phase
Source: Google Search Data, US. Analysis by TheProof

21. 21
Measure your Media

22. Brand Lift, Ad Recall, Reach, Video Views, Video View Rate
Landing Page Views, Click Through Rate, Cost Per Lead
Measurement across the entire consumer journey
Cost Per Action, Return on Ad Spend
Brand Awareness
Consideration
Conversion
Loyalty LTV, Repeat Purchase Rate, Time Between Purchase

23. Low/No Cost Performance Branding Measurement
Method Details
23
Facebook Brand Lift Holdout testing with follow-up polling conducted by FB. Campaign budget minimums may apply
Youtube Brand Lift Holdout testing with follow-up polling conducted by Google. Campaign budget minimums may apply
Self Conducted
Holdout Testing
Generally location-based testing conducted by and advertiser or agency. Evaluates fluctuations in targeted
locations vs control areas
Halo Effect Study Evaluates total lift in performance before during and after media flighting
MMM/MTA
Media Mix Modeling & Multi-Touch Attribution, generally require data science infrastructure & framework. A
powerful way to evaluate channel and campaign efficacy

24. 24
Harnessing Customer
First data early and
leveraging it to its
maximum potential

25. Prioritization Focus: Flip the Funnel
25
Brand Awareness
Consideration
Conversion
Loyalty Start with
Customer- First
Data
Infrastructure
Build upon
Customer-
First Data
Strategy

26. 26
1P Data
is Top
of Mind
Source: eMarketer | “IAB State of Data 2021,” March 11, 2021
Effect of the Coming Changes to Third-Party
Cookies/Identifiers to Their Company’s Use of
Data According to US Data Users
% of Respondents
Increase spending on use of first-party data: 42%
Bring data management in-house: 36%
Centralize all CRM data in one repository: 35%
Increase use of AI for consumer insights: 31%
Increase focus on developing in-house identity resolution solutions: 29%
Increase efforts to build second-party data relationships: 27%
Increase spending/emphasis on contextual advertising: 24%

27. Basic Framework for Customer First Data
Acquisition Hygiene Activation
Analysis
27
Gathering
Capture Email & Phone #s,
Reviews, UGC, etc
Make Data Usable
Bridge data silos
Prepare Data for Use
ESPs and/or CRM/CDPs
Harness Your Data
Email, Customer Match,
LTV
Needs to be implemented
as early as possible. Ensure
infrastructure functions
Create connectivity across
disparate data sets and
platforms
Segment and Analyze data
for activation. User
behavior segments & LTV
cohorts
Use data in advertising,
lifecycle marketing and to
inform return KPIs

28. Client Examples

29. 29
Leverage data from
all your channels to
build relationships.
Owned
Channel

30. 30
Key
Takeaways
● Set your business goals and adjust
media mix accordingly
● Leverage all available options when
measuring your media dollars efficacy
to drive home a strong Q4
● Invest in demand generation early,
while always keeping funds for
demand capture
● Flip the funnel and prioritize
Customer-First data collection

31. Schedule Your
Consultation
with a Growth
Media Expert

32. Q&A

33. Register now at tinuiti.com/TLC21

34. Thank you!

35. How to Maximize Media Spend on a
Limited Budget
Tight Budget? How to Get the Most from your Media
Planning Dollars
10am -10:30am PT | 1pm-1:30pm ET
How to Triple your Growth with External Marketing
Investment
10:35am-11:05am PT | 1:35pm-2:05pm ET
Using Predictive Marketing to Improve Results
Across Digital Channels
11:10am-11:40am PT | 2:10pm-2:40pm ET
Fireside chat: Maximizing holiday success on a
budget
11:45am-12pm PT | 2:45pm-3pm ET
Get the Most Bang
for Your Media Buck