the principle of test and reward in buying digital media

© Space & Time Media Ltd 2014. All rights reserved WWW.SPACEANDTIME.CO.UK

Jon Clarke – Director of Innovation, spaceandtime.co.uk, @spacetimemedia

70:20:10

Test

Reward

Success!

Do you test?

Work to a goal!

Tracking: Pixels, Goal Tags, Cookies; it’s all

changing

Measurable data

ITV’s Ad Sync format engagement 38%

ITV / SHAZAM

CTR 9.75%

Engagement +38%

Creative

• Video

• Image

• Text

• Split test copy

Platform

• Offline

• Online

• Mobile

• Other

Adserving

• Behavioural

• Contextual

• Retargeting

• Keywords

• Dayparting

Audience

• Profile

• Customer DATA

• Lookalike

Split budget: 70:20:10

70% goes on what you know – keep going

20% into test - OnlineSplit audience: Age breaks, gender, location, device, dayparts, profiles

Split format: Desktop, Mobile, Image, Video, Text

Split copy: By gender, by product use, by offer, by language, telephone number, call to action

10% into new innovation - OfflineTurn 2D into a digital opportunity – AR, QR, Barcode

TV ad sync – adserve ads synced to your or your competitors TV ad schedule

TV show ad sync – adserve your sponsored tweets synced to TV shows and their hashtags

Twitter Lead gen Cards, Lead Gen Ad Networks, Native Advertising

Innovative Testing Approach

Testing: A bit of science & a lot of interpretation

© Space & Time Media Ltd 2014. All rights reserved WWW.SPACEANDTIME.CO.UK

Jon Clarke – Director of Innovation, spaceandtime.co.uk, @spacetimemedia

70:20:10

Test

Reward

Success!