At Global Red we encourage our clients to ask us 5 questions at the end of each campaign. They work for us, so we thought “Why don’t we share them with everybody?” TL;DW (Too long; Didn’t watch) Question 1: How do you set up a media campaign to succeed? Question 2: How do I know you are being completely transparent as an agency? Question 3: Why should I care about my ad’s viewability? Question 4: How can you ensure I am achieving the maximum ROI? Question 5: How do I even understand all the ad tech available out there? We wanted to provide you with a brief summary of the webinar with some key takeaways to put into practice right away. The entire theme was to ask your agency as many questions as possible – start with the five above, if you need more listen to the webinar for a few more tips and tricks. Tim’s first point in the webinar was to get your media data correct from the start by tagging everything and using the best tags available. He spoke about the importance of aligning your campaign’s KPIs with your business goals. For example, 100% viewability should not be your goal unless your goal is purely to have your ads visible. Your goal should be to prioritise a KPI which delivers a real return. Tim introduced us all to the 4 Simple Steps to Success; tag everything, measure viewability, attribute accurately and optimise regularly. Tim’s final point was directed at all the agencies out there: Let’s work together to reduce the industry wide transparency issues by making it our mission to educate and empower our clients.

1. 5 Things You
Should Be Asking
Your Media Agency
Webinar
© Global Red 2016. All rights reserved.
Marketing Cloud
Gold Partner

2. Welcome

3. Today’s agenda:
1. Welcome
2. Introduction
3. Set the stage
4. 5 Questions
5. Takeaways
6. Next Steps
7. Question Time

4. Introduction

5. Who are we?
ME
DIA
REW
A
RDS
ENG
AGE
INSIG
HTS
Marketing Cloud
Gold Partner
The Lifecycle Agency

6. Tim Penton

8. Set the stage

9. Tim Penton & Adam Garone

10. We believe that advertising
isn’t about the channel or
the unit, but about the data.

11. The current challenges and objectives

12. Disparate data sources make
it difficult or impossible to
attribute correctly and if you
can’t attribute correctly you
can’t optimise correctly.

13. 50% of
display ads are
never seen
= Huge wastage
in media and ad
serving

14. = Huge wastage in
media and ad serving
Last click/impression
attribution is a
flawed metric
= Huge wastage in
media and ad serving

15. 30% of
all clicks are
fraudulent
= Reducing ROI
and damaging
your brand

16. Campaigns
are machine
optimised for clicks
not conversions
= Results in poor
campaign
performance

17. Ad Fraud
Viewability
Transparency

19. Ad Fraud
Viewability
Transparency

20. Top 5
Questions

21. Q1
Q2
Q3
Q5
Q4
How do you set up a media campaign to succeed?
How do I know you are being completely transparent as
an agency?
Why should I care about my ad’s viewability?
Why are you showing me this data?
How do I even understand all the ad tech available out
there? If I don’t understand it how do I know it’s working?
How can you guarantee me I am achieving the max ROI?

22. How do you
set up a media
campaign to
succeed?
Q1.

23. Translation: What are the
things I should care about?

24. The answer is in the data

25. 4 simple steps to success
Tag Everything
Measure Viewability Accurately
Attribute Fairly
Optimise Immediately

26. Tag everything first
Everything
is tagged!
YOUR SITE
Tags in your
sites header
YOUR AD
OTHER SITE
Your
ads are
tagged
3
APP
Your site Your adsYour emails Your mobile apps
YOUR SITE
@ ADS

27. How do I know it’s been
set up properly?

28. Another simple thing
to ask is what is being
tracked and how is that
data being used?

30. “Having the expertise of
Global Red behind Dry July
enabled us to deliver a more
efficient, targeted campaign,
with clearer and invaluable
insights to the performance
of our campaign.”
Brett Macdonald Dry July
CEO & Co-Founder

31. Take aways
• Get the data correct from the start
• Find out from your agency:
• How was the campaign set up
• What information are the tags gathering
• How is that data being used
• Align your KPIs with your business goals
How do you set up a media campaign to succeed?

32. How do I know
you are being
completely
transparent as
an agency?
Q2.

33. Translation: What are the
things I should care about?

34. Where does their money
come from?

35. Just google it

36. How to not get burnt by
your agency & how to
avoid fraudsters.

37. Clients & Agencies need
to work together to
improve transparency

38. Why should I trust you?

39. Educate your clients & make
transparency your USP

40. It’s about educating your
clients: when we tell you
we are different it means
we act differently

41. Communicate your
difference effectively and
show transparency in
everything you do!

43. Agencies should report
on viewability

44. Agencies: If you don’t
know, don’t over report on
performance!

45. Take aways
• Ask youself: Do I know how my agency makes
money out of my business?
• Agencies Ask: Do you communicate to your
clients where you get your profit from?
• Clients & agencies need to work together
• Agencies need to focus on educating their
clients and owning their transparency
How do I know you are being completely transparent as an agency?

46. Why should I
care about my
ad’s viewability?
Why are you
showing me
this data?
Q3.

47. Translation: Isn’t viewability
just another made up buzz
word?

48. Poll: Viewability, which camp are you in?
1. You don’t care as you are already hitting your KPIs
2. You are trying unsuccessfully to address it
3. You understand the importance but don’t know
where to start

51. Accumedia™ Display
→ Some agencies don't even measure it.
→ Some do, but don't do it correctly.
→ Only Global Red can accurately attribute sales across digital channels
Conversions Total
Broken Model ✓ ✓ ✓ ✓ ✓ 5
Global Red ✓ x ✓ x ✓ 3

52. If an ad wasn’t seen it
can’t influence a sale!

53. Should increasing
viewability be your goal?

54. What is actually going to
deliver real return?

55. Ad viewability
DSP
(Demand side
platform)
Global Red
Technology
WAIT
User scrolls
where ad
unit is visible
Ad server User sees ad

56. Viewable
Not
Viewable

57. Listen out for
the alarm bells

59. Do you want higher
viewability or more
conversions?

60. By focusing on their actual KPI of
increasing bookings:
Viewability increased
Click to conversion rate doubled
And CPA halved

61. Take aways
• Is viewability being measured in my campaigns?
If not why not?
• Are you happy to pay ad serving fees on ads
that are never seen?
• What are the most important metrics for your
business to measure campaign performance?
Why should I care about my ad’s viewability?
Why are you showing me this data?

62. How can you
ensure I am
achieving the
maximum ROI?
Q4.

63. Translation: Are you just
hitting my target or are
you trying to blow it out
of the water?

64. Never stop optimising!!

65. 4 simple steps
to success Maxium ROI
Tag Everything Measure Viewability
Accurately
Attribute Fairly Optimise Immediately
=

66. You are missing clear
multichannel attribution
of conversions

67. The answer is in the data

68. Ask your agency:
What attribution model
are you using?

69. YOUR AD
DISPLAY AD REVIEWS SITE SOCIAL AD SEARCH ENGINEEMAIL
DISPLAY AD REVIEWS SITE SOCIAL AD SEARCH ENGINEEMAIL
DISPLAY AD REVIEWS SITE SOCIAL AD SEARCH ENGINEEMAIL
DISPLAY AD REVIEWS SITE SOCIAL AD SEARCH ENGINEEMAIL
100%
100%
50%25%13%6%3%
50%50%
YOUR AD
YOUR AD
YOUR AD
FIRST TOUCH ATTRIBUTION
First contact point that brought the
visitor to the site
LAST TOUCH ATTRIBUTION
Last touch is giving credit to the last
interaction before arriving at the site
SIMPLE TIME DECAY ATTRIBUTION
A declining value, with the newest
engagement getting the most
FIRST & LAST TOUCH ATTRIBUTION
Equal credit given to the first and last
touch before a conversion
Generic attribution models

70. DISPLAY AD REVIEWS SITE SOCIAL AD SEARCH ENGINEEMAIL
YOUR AD
LINEAR ATTRIBUTION
With a linear attribution model, each touch is treated as equally responsible for the sale
Global Red attribution model
Understand the whole path to conversion and the relative value of each channel

71. Our Agency Solution:
Give your clients media
transparency today.

72. Now it’s time to optimise!

73. Make sure you test
and learn first!

74. Optimisation in real-time
DisplayDisplay SocialSocialSearchSearch

75. 47% decrease in CPL
800% increase in CTR
35% of leads activated
in gyms

76. Take aways
• Don’t believe in last click attribution
• Ask yourself: could what you are currently doing
be doing better?
• Use a control group and test test test!
• Optimisations should happen in real time or at
least daily.
How can you guarantee me I am achieving the max ROI?

77. How do I even
understand all the
ad tech available
out there? If I don’t
understand it how do
I know it’s working?
Q5.

78. Translation: What is
programmatic buying?

79. The best places to go learn more:
Red Pen Blog
Digiday
Econsultancy

80. Ask lots of questions!
Including these 5!

81. Encourage your clients
to ask questions!

82. Ask for regular reports
AND actually read them!

84. We up skilled our client

85. Included links to
resources, took the time
to explain the technology
and ran workshops

86. This approach helps to
maintain a much stronger
working relationship

88. Take aways
• Go to digiday.com or econsultancy.com
• Ask loads of questions.
• Organise or request weekly WIP Meetings.
• Read the reports.
• Ask more questions!
How do I even understand all the ad tech available out there?
If I don’t understand it how do I know it’s working?

89. Take aways

90. Take aways
• Get the data correct from the start
• Ask your Agency lots of questions
• Align your KPIs with your business goals
• Follow the 4 Simple Steps to Success
• Educate and empower your clients

91. Next steps

92. All Agencies Get a FREE
14 Day Trial of Accumedia
http://www.globalred.com.au/offers/accumedia-agency-offer

93. With your free trial you will receive:
Access to world first patented
media and attribution technology.
1 x meeting with our Media team.
A comprehensive Media Report.

94. Brands do you have an
agency already? Email
them about our Agency
Solution today!

95. Do you need an agency?
Or just like to hear the
sound of Tim’s voice.
Contact him today.

96. Tim’s Contact Details
E: Tim.Penton@globalred.com.au
P: +61 2 9458 1830
M: +61 414 514 217

97. Question
time

98. Thank you