the principle of test and reward in buying digital media
DESCRIPTION
A presentation delivered by Jon Clarke of Space and Time Media at 'Using Agile to create personalised digital experiences' at Manifesto Digital, November 2014. This was an event aimed at digital and comms teams in charity and non-profit organisations. The evening explored how an iterative approach could be used in combination with personalisation techniques to improve the digital experiences created by such teams.TRANSCRIPT
© 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!