1. Welcome to our
10 Year Anniversary
Digital Seminar

2. Timo Ronkainen

3. Agenda
15:00 -15:20 Registration & Welcome Mingle
15:20 -15:30 Welcome
Timo Ronkainen, Managing Director, TradeDoubler FI
15:30 -16:00 International Trends in Digital Marketing and What This
Means to You
Nils Lindhe, Regional Director, TradeDoubler Group
16:00 -16:15 Networking break
16:15 -16:45 Case Unicef – Role of Digital Marketing in Unicef’s
Fund Raising
Santeri Ihalainen, UNICEF Finland
16:45 -17:30 TD Insight: Cross-Channel Marketing Makes a Sale
Maria O’Flynn, Strategy Director, TradeDoubler UK
17:30 -19:00 Mingle in the New Office

5. IAB

6. IAB

7. Nils Lindhe

8. THE REVOLUTION WILL NOT BE TELEVISED

9. The TV used to be THE tribal camp fire…
Changes in consumers behaviour

10. …but now it’s just another light source.

11. Media choices used to be limited…

12. b
Media today is an exotic buffet…

13. Agenda
50 year review of media development
How to navigate the online landscape
Online Ad spend growth in Europe
Online and offline Marketing
Interaction between online media channels
What is true performance based marketing – how to do it

14. Navigating the
digital media
landscape

15. Another ”ball game” how to reach the consumers

16. Search
• Search Engine Marketing (SEM) continues to grow but
increased bid prices in attractive segments put pressure on
ROI
• Search Engine Optimization (SEO) grows rapidly and is
becoming increasingly important due Google’s evolvement
• Search and Social media is getting more closely
integrated (google caffeine)

17. Display advertising
Contextually relevant ad placements (typical ad
placements based on content that matches advertisers with areas
of interest)
Behavioral targeting (ad networks track consumers that
indicate an interest in a topic on one site and begin advertising to
them about that topic on subsequent sites)
Re-targeting (people that visit your website are tagged
and then shown ads on other websites after leaving your site)
Rich-media (transactions and data gathering are built directly into
the ad unit)
Affiliations (ad serving networks that deliver click-throughs to
your site)

18. Social media
• 74% of respondents choose companies or brands based
on customer service experiences shared by other Web
users on the Internet. (Source: Brandweek/ Society for New Communications
Research, Palo Alto, Calif)
• 20% of all tweets are now related to brands, products and
services (penn state university 2009)
• Social media still to prove itself as a performance/sales
driving communication channel...

19. Agenda
About TradeDoubler
50 year review of media development
How to navigate the online landscape
Online Ad spend growth in Europe
Online and offline Marketing
Interaction between online media channels
What is true performance based marketing – how to do it

20. European online ad spend 2007-2011 (€bn)§
35 % 11,9
10,8
Before:
9,7 10,0
High spend
8,4 growth-> low
focus on
measuring
15 % effectiveness
Now:
9%
8% Lower
growth ->
3% increased
focus on
measuring
effectiveness
2007 2008 2009 2010 2011
Source: Jupiter 2009, Emarketer 2009

21. Display: Still dominated by banners, video shows
exceptional growth (IAB UK 2010)
Other display Pre-post roll Tenancies
Display ads on email Interruptive formats Sponsorships
Video
Banners / Embedded
350
300
250
£m 200
150 277,7
263,5 268,6
237,9
218,1
100 182,7
203,6
138,9
105,4 119,0
50 91,4
73,2
0
H1 2004 H2 2004 H1 2005 H2 2005 H1 2006 H2 2006 H1 2007 H2 2007 H1 2008 H2 2008 H1 2009 H2 2009
Reported Figures, not like for like comparison
Source: Internet Advertising Bureau / PricewaterhouseCoopers

22. European e-commerce shows steady growth 2009-2014

23. Agenda
About TradeDoubler
50 year review of media development
How to navigate the online landscape
Online Ad spend growth in Europe
Online and offline Marketing
Interaction between online media channels
What is true performance based marketing – how to do it

24. The Internet is important to
7 in 10 consumers

25. The online channel’s impact on
offline shopping

26. A combination of online advertising
channels maximizes offline sales

27. Agenda
About TradeDoubler
50 year review of media development
How to navigate the online landscape
Online Ad spend growth in Europe
Online and offline Marketing
What is true performance based marketing – and how to do it

28. What’s on the Marketing Director’s agenda in 2010
Question: looking ahead in 2010, which do you see as the top
three priorities in your company’s marketing efforts?
0% 10 % 20 % 30 % 40 % 50 % 60 %
Achieving measurable ROI on my marketing efforts 50 %
Developing marketing programs that integrate
43 %
online and offline
Translate the brand expereince across different
32 %
touchpoints
Cutting marketing budgets without cutting
31 %
performance
Optimize our portfolio of brands 26 %
Source: JupiterResearch/Vers group 2009

29. Standard report/
last click
User journey
Report
”User Journey” – reports help you understand what drives ROI

30. ROI Online – understand the customer journey
Display PPC
SEO
Email

31. Example of User Journey - Hilton Hotels
Example of someone comparing pricing
across multiple sites
Then searching for a discount through a
voucher site
This would be an experienced web user

32. Santeri Ihalainen

49. Maria O’Flynn

51. Multi-channel is here..........
45% of sales complete
in a different medium “Exposure to a display advertisement increased
to that in which they related trademark term searches
started. (brand, company or product names) by an
average of 26 percent”
25% of customers who first interacted via a display banner ended up
booking via paid search marketing, and 12% via an affiliate network.
Less than 15% of sales come
as a result of only one
session.
“Users exposed to both search and display ads convert at a
higher rate: 22% better than search alone, and 400% better
than display only.”
How does this apply to your brand?

52. Guess what? It doesn’t.

53. Some sample projects
• Retail Client #1 – aggregated 4000 customer journeys across PPC and
affiliate landscape, resulting in new budget deployment: 22%+ into
affiliate program
• Retail Client #2 – Testing change in performance of email channel, after
significant change to PPS and affiliate strategy
• Retail Client #3 – Examining incremental uplift of Loyalty affiliates within
overall channel mix
• Travel Client #1 – aggregated Press ‘deal of the day’ locations onto
search and affiliate sales activity to uncover impact of press activity on
online sales channels
• Travel Client #2 – Calculated true value of lead generation (brochure
request) activity by segmenting Average Order Values within overall
online customer acquisition data
• Electronics Client #1 – Study of customer lifetime value against
acquisition channel resulting in upweighting of importance for loyalty
partners within affiliate activity

54. Do you know what lurks
behind your last click?

55. A Purchase Path

56. Aggregated view

57. Paths emerge

58. Relationships appear

59. Discover different media roles
Email
Last clicks
Assist clicks
PPC
Engage clicks
First clicks
Affiliate £241.27 £200.26 £233.43 217.96
0 50 100 150 200 250 300 350 400 450 500

60. Credit where it is due
High Value Lower Value Lower Value High Value
Click, Single Click, Multiple Click, Single Click, Single
Occurrence Occurrence Occurrence Occurrence
7 points 2 points 4 points 7 points
Awareness Interest Desire Action
First click Engagement Click Assist Click Last Click
User first becomes User is researching Final stage of The action of this
aware of the the product, clicks research that media channel
merchant/product are essential to creates the desire has prompted the
as a solution to continue journey to purchase user to purchase
their need but do not directly
drive sales

61. Actions become clear
Analysis Strategic Change
Generic search terms high assist score that Upweight generic search campaign
finally transact via affiliate verticial sites
Email marketing maintaining user journeys Recruit new email partners with dedicated
commission structure
Affiliate keyword buyers at risk – paying for New strategic search group opportunities
generic searches with no conversion alongside managed search
Assist and engagement only on partnership Deploy unique vouchers to speed up
sites purchase cycle on Partner sites
Journeys initiated by vertical publishers result Content-based partnerships and contextual
in high AOV devices for vertical publishers
Twitter clicks generate growing %age of Reduce PPC dependence by promotional
brand search conversions mechanism

62. Where to start?
You need:
Take a 1. Representative, analysable data
snapshot
‘Expect some data loss – and move on’
(Forrester, ‘A Framework for Multicampaign Attribution
Measurement’ Feb2009)
Take
Under-
another
stand
snapshot
2. Time for preparation and consideration
three month analysis and review cycle
3. Technical and Analytical Skills
Review Action Tracking tool choice
Database and modelling capability

63. The Prize
• Visibility and accountability
• Increased Volumes though smarter optimisation
• Better quality sales
• Stronger media partnerships
• Reduce dependency on brand alone
• Create new value for organic search and social
media

64. The TradeDoubler approach
• A consultative approach – not MORE
data
• Designed specifically for
performance channels
• Actionable output
• Management and measurement of
impact Strategies
Supported by:
• Vendor-neutral data capability Ability to
• Bespoke analysis execute
• Pre-built models for efficiency
• Expert channel-specific support for
execution
Technolog
y
• Fully integrated approach

65. Cross - Channel Consumer Insight
• Powerful cross media tracking and consumer
insight
• Forensic user journey analysis
• Sales attribution models
• Lifetime value of customers
• Impact of behavioural targeting
• Impact of display on search