I recently had the opportunity to speak at the 2013 SES Conference & Expo in New York for a joint presentation with Scott Linzer from Quantcast (one of our agency media partners). The presentation entitled “What’s Missing in Your Performance Strategy?” reviewed the challenges in performance-based media buying and measurement, trends in search and display, how to reach and convert new audiences, understanding trends and insights to make the most of performance marketing solutions, and real-world examples of putting these practices into action.
One of the major themes throughout our presentation was the continued integration of search and display. At Rosetta, our Paid, Owned & Earned Media (POEM) practice constantly demonstrates this fusion of channels throughout our collaborative processes in developing digital media programs for our clients.
Specifically within the Paid Media group, we have observed a major shift over the past several years in the way that digital media is planned and purchased. We have moved toward an integrated media strategy development process in order to build the most effective programs that will drive meaningful connections with our audiences.
It’s important to understand that both display and paid search have a role across the entire consumer purchase funnel, from display’s strength in building awareness to introduce consumers to brands and building demand that can be leveraged by the search channel, to display and search working in unison to assist the consumer in actively evaluating brand options, to the conversion stage, in which both display and search can reach users who are extremely close to taking action.
It is at this conversion step that we see significant crossover between the two channels from a marketer perspective as well, as display is now commonly purchased on biddable media models and uses performance-based buying platforms, mimicking the fashion in which paid search has been purchased since its origin. Media buying has certainly evolved from a direct-to-site approach (involving “cherry-picking” sites) to a programmatic, automated bidding approach, which is now frequently used across many networks, exchanges and demand-side platforms (DSPs). In terms of direct-response advertising, we are typically buying audiences (versus sites), and these automated systems allow us to drive efficiencies in our buying process and drive stronger results.
Finally, proper measurement is crucial to understanding the integration of paid media, and at Rosetta we are staunch advocates of the attribution model. In contrast to a last click model, attribution insights allow us to properly allocate credit to all channels that contribute to the final conversion or sale in a purchase path.
To support our discussion on cross-channel integration and attribution measurement, we also presented two case studies:
Case Study One: Leveraging Search Insights Drives Display Results
Client Problem: Jewelry retailer asked Rosetta to create a go-to-market plan focusing on generating year-over-year revenue growth during Mother’s Day.
Rosetta Solution: Developed search retargeting plan to deliver display ads to consumers searching for relevant keywords. Integration between Display and Paid Search provided consistencies among our target keywords.
Results: Drove 87% increase in revenue year-over-year; search retargeting drove almost 40% of total revenue for the program.
Case Study Two: Display Advertising “Halo Effect” Across Channels
Rosetta Solution: Implemented our attribution management approach to analyze halo effect of the display investment on other channels.
Results: For every $10,000 spent in display, while only 9 orders were attributed directly to display, 472 converted through another channel; this shows the impact of display on other steps in the purchase path (namely, direct site visits).
The SES Conference & Expo was a great experience and was an ideal venue for sharing the aforementioned ideas on the continued integration of POEM channels, which is the core of our media approach at Rosetta.