GROWTH: DIGITAL
MARKETING | CHANNELS

DISPLAY

Challenges

Challenges

viewability

3rd party
verification

Ad Science

Moat

Moat Analytics

DoubleVerify

ActiveView
Metrics

Youtube|Adwords

Google POV

guaranteed

MRC
Viewability
Standard

quality of
ad inventory

session depth
is not visible via DSPs

financial
transparency/
fraud

P&G

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P&G isn’t going to give digital a free pass anymore.P&G doesn’t want to buy fraudulent ads anymore. After a White Ops audit turned up fraud, the company realized that the criminals were better than P&G would ever be.That led to a new demand: “Any entity touching digital media must get TAG-certified during 2017 to help ensure they are free from fraud,” Pritchard said.Its agencies, ad tech partners and publishers must enable viewability and third-party measurement and root out fraud. Contracts must be transparent.

Tag Certified

brand safety

Ad Experiences

Creatives

Dynamic
Creative Optimization

Design Studio
by Google

Ad Creative
Cloud by Adobe

IAB

a

Best Practices

Lacoste

a

Google
Advertising

Ad Innovations

Audiences

DMP
Opportunities

Measurement

Opportunities

Header bidding

3 Pillars

Strong
data
practice

Strong
technology
enablement

Strong
media
expertise

Insights

AdTech

Creative Platforms

Ad Serving Stack

Ad Serving Stack

header
bidding

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Header bidding is a new, unified auction conducted by publishers outside of their primary ad server, which allows advertisers to cherry-pick impressions at the highest priority using programmatic ad platforms.

programmatic way
for premium inventory

highest priority

most expensive

integrate with DSPs

how to find
Publishers

direct
orders

insertion
orders

example:
Pepsi taking over
all ESPN page

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For example, Pepsi might negotiate a homepage takeover on ESPN.com, where the whole site would appear Pepsi-branded. This type of campaign would be executed using direct ad serving technology, and would generally appeal to a large brand that wants to promote a new product to a specific target audience, by proxy of a relevant publisher.

Ad Serving
Priority

Guaranteed
Inventory

Custom
Creative

programmatic
direct

40% of all
programmatic

Automated
Process

Better
targeting

Guaranteed
inventory

higher CPM
(fixed)

Ad serving
priority

still happening
in Publisher's
ad server

isolated
platforms

video

mobile

attribution
challenge

frequency
capping
issue

private
marketplaces

28%

advantages

fixed CPM

premium inventory

first look

non-guaranteed

integrated buying

same reporting
as RTB

advanced
targeting

private auction

multiple bidders
invite only

preferred deal

single buyer

RTBs

characteristics

unsold
inventory

lowest
priority

eCPM based

non-guaranteed
inventory

cheaper

complete
automation

data-driven
targeting

available to everyone

SOCIAL

FB

Ad
Experiences

Ad Formats

Video

Short

Vertical

Instagram
Stories

Canvas

Live

360

In-stream

In-stream on
Audience Network

Slideshow ads

Collection

product
feed

Carousel

Single Image

Messenger Ads

Click to
Messenger

Sponsored
Ads

Creative
Hub

Measurements

FB Business
Manager

advanced
measurement

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The new tools are available through Facebook Business Manager and make it easier to compare the effectiveness of Facebook, Instagram, and Audience Network alongside AdWords, Bing, DoubleClick Bid Manager, etc.

Scott Shapiro
Product Marketing
Director

attribution

3rd parties

VisualIQ

comScore

Atlas
Ad Server
Technology

3rd Party
Partners

Offline
Conversions

Ads Insights
APi

Placements

Instagram

FB

Audience
Network

Messenger

Business
Chat

Messenger
Bots

Live Chat

Hybrid

Insights

People

Advertising

Vertical

eCommerce
Solutions

Dynamic ads

product
catalog

Wayfair

qualified
leads

drive
store
visits

brand
awareness

local

video

reach

partners

magento

shopify

big commerce

AdTech

Marketing
Partners

Advanced
Onboarding

Feed Mgmt

Developer
Platform

Marketing
API

Twitter

Ad Formats

Awareness

Tweet
Engagements

Followers

Website
Clicks

App
Installs

Promote
Mode

Twitter
Trends Map

r

find twitter trends on map

SnapChat

Ad Experiences

Filters

Snap Ads

+Web View
(Deep Link)

+App Installs

Snap Ads

+Long form
Video

Lenses

Measurements

offline
attribution

acquisition of
Placed

Pinterest

Ad Experiences

Promoted Pins

Promoted
Video Pins

One-tap
promoted pins

Promoted
App pins

Buyable pins
for commerce

eCommerce

BigCommerce

Shopify

Lens

Target

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Pinterest, the image search application with more than 200 million users partnered with Target to let people snap product photos and browse similar items for sale at the retailer, TechCrunch reported. The licensing agreement is the first time that Pinterest has integrated its Lens image search feature in the mobile apps of a retailer. The tool will be embedded in Target's app and will later be available on the retailer's desktop website.

a

Measurements

offline
online
conversions

brand lift

Millward Brown

Marketing
Partners

Success
Stories

Social Media
Mgmt Platforms

Hootsuite

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Hootsuite's revamped capabilities officially cement its enterprise status. Legacy player Hootsuite maintains valued partner status with customers due to its liberal integration philosophy and client responsiveness. It has enhanced its offering with progressive measurement and advertising capabilities previously unavailable. While these new additions are individually valuable, Hootsuite must migrate its measurement and advertising user interfaces into refined end-to-end experiences to anticipate marketers' evolving needs. Hootsuite Enterprise's collaboration, compliance, archiving, and integration capabilities make it an appropriate product for brands expanding their use of social beyond marketing teams.

Sprinklr

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Sprinklr's advertising capabilities extend its social marketing reach. Sprinklr's advertising integration lets clients stay within Sprinklr even as they boost posts, create dark posts, or set targeting and budget parameters. Plus, Sprinklr offers solid measurement capabilities. However, Sprinklr's lack of pricing transparency is an area of concern — clients express apprehension about Sprinklr's obscure pricing and unexpected additional fees. Sprinklr's SMMS is best for large enterprise social deployments or organizations that already leverage its listening capability.

Forrester
Wave

a

Social
Bakers

Sentiment

Lithium

a

Facelift

Percolate

Features

Social
Listening

Brand
Reputation

Agencies

Again Interactive

Weber

SproutSocial

Short Stack

Link
Share
Generator

a

Influencer
Marketing

Insights

TapInfluence

UpFluence

Forrester
Insight

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Digital influencers have become a hot ticket; most marketers tell Forrester they've commissioned influencers to create content for their brand. But, to put it mildly, results vary. For every marketer delighted by the unconventional visibility and even sales driven by influencers, another wonders what went wrong, feels bilked, or even faces regulatory discipline. This report cuts through the hype around influencer marketing, sticking to what is known about the space, and advises marketers on the most relevant application of influencers to a brand and digital strategy.

Kissmetrics

LinkedIn

Lead Generation
Ads

Best Practices

Awards

Earned Media

Fearless Girl

a

Webby

Passwords with
a purpose

CONTENT
MARKETING

MadTech

ionInteractive

a

build
interactive
content

Surveys

SurveyMonkey

Wufoo
Online
Forms

Agency

Truffle Pig
Snapchat + WPP + DailyMail

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Snapchat (distribution)WPP (agency)Daily Mail (publisher, content)At the Cannes Lions in June, Snapchat partnered with WPP Group and theDaily Mail to establish a content marketing company called Truffle Pig, in response to the demand of online content.Truffle Pig drew much attention over the summer because it was a collaboration between social media, marketing and content. In his interview with ClickZ, Alexander Jutkowitz, chief executive(CEO) of Truffle Pig, said that the agency would maximize the potential of Snapchat, WPP and the Daily Mail. And a major factor in its offerings would be a mobile-first strategy for vertical video, according to Jutkowitz.https://www.clickz.com/clickz/news/2416738/truffle-pig-the-natural-evolution-of-agency-and-social

Alexander Jutkowitz
CEO

Content

Publish

LinkedIn
Publishing
Platform

Medium

Quora

Content Review Apps

Hemingway

Content
Creation
Softwares

Free Images

Gratisography

Death to the
Stockphoto

Flickr Creative
Commons

Compfight

Unsplash

Little Visuals

Pattern Library

a

IM Free

a

PAID

Creative
Market

Snapwire

Filter and
Format

a

Stocksy

Refe

iStockphoto

a

Stock
Image
List

Superfamous

Wikimedia
Creative Commons

Can we image

a

Morguefile.com

a

Free Image
Source List

a

Creation

Fiverr

a

Infogr.am

a

Wufoo

a

GIF Maker

a

Animations

ScreenFlow

a

Image Editing

Wordswag

a

VSCO

a

Image Hosting

Reddit

Imgur

a

Subtopic

Content

CDN

Nativo

Taboola

Outbrain

Skyword

Content Software Apps

Kapost

Contently

Canva

design - social

SnappApp

snapapp.com

Visage

Content

Marketing

Platforms

Sprinklr

Newscreed

Percolate

Analytics

TrackMaven

SEM

Google Web
Masters Tool

Think Insights
Google

a

SEO

SEO Checklist
by MOZ

a

Mobile

Benchmarks

a

App Store Optimization (ASO)

Youtube SEO

a

ranking factors

a

Voice Search
20% of search

Stats

a

Marketplaces

Amazon SEO

how to

a

medium

a

eCommerce
SEO

a

SERP Features

a

Local Pack

Google
Featured
snippets
(Answer
Box)

a

Paragraphs (63%)

Lists (19%

Tables (16%)

Best Practices

identify queries +
seek out existing answer box

format + language +
accurate results
essential

any result from page1 eligible
+ entice click with
max snippet length

Rich Snippet

Rich Cards
for mobile

Knowledge
Graph

person

business

Knowledge
Panel (from
Google Bus.
Listings

People also ask

Image packs

Site Links

Twitter

News Box

Tools

MOZ

Moz

a

Wordle
Keywork Cloud

a

Botify

a

Web Crawler

Jumpshot

a

Insights

HotJar

a

Rank Tracker

a

LSI
Keyword
Graph

a

Mobile
Speed
Test

a

Google
Speed
Test

a

Paid

Google Inside
Search

a

Wordstream
PPC

a

PLA

Google
Shopping
Best Practices

a

Product
Feed Platforms

CommerceHub

a

ChannelAdvisor

a

MOBILE

Push Notifications

Salesforce
Mobile Studio

ASO

Tune

a

Mobile Action

a

Acquisition
Platforms

YouAppi

a

Motive
Interactive

r

Performance Ad Network

Google
AdMob

Appsfire

r

Introducing Brichter-San: The first ad experience for pull-to-refresh

a

AirPush

Analytics

Tune

r

previously Has Offers - Mobile App Tracking

Deep Linking

Urban Airship

Facebook

a

Google Search

App Indexing

a

Twitter

a

In-App
Programmatic

a

leverage opt-in ads
e.g. rewarded video

Ibotta

Choose the right
ad placement

adjust for the
uniqueness of the
ad format

add supplemental
banner ad

ensure a
healthy
integration

optimal
speed

rich ad
creative
experiences
via SDK

viewable

work w/
experts

follow
placement
best practices

avoid
custom
implementations

preserve the
ad container

try "adhesive"
placements

sticky ads

test, monitor, iterate

avoid mobile app
ads waterfall

enter
header bidding

Mobile app
bidding

a

Best Practices

Best use of
mobile media

Vodafone
Stutter App

a

Adidas

Short Instagram
Stories (Docs)

a

Use of Google
360

VIDEO

iab Standards

Programmatic
Video

a

Explainer Videos

Blink Tower

a

Richter

a

Epipheo
explainer video creation

a

PowToon

a

Youtube

Best Practices

Home Depot

Content Strategy:
How to videos

r

Home Depot is a real-life example of a brand that understands the power of intent. Years ago it figured out "do-it-yourselfers" were turning to their phones—especially YouTube—to learn everything from "how to tile a bathroom floor" to "how to build an outdoor fire pit." So to be more useful in these I-want-to-do moments, Home Depot built a content marketing strategy centered around "how-to" videos on YouTube. Today the collection has hundreds of videos, with the top 10 videos each reaching a million views or more. The full Home Depot "how-to" collection has received more than 48 million views."Mobile has significantly changed how we connect with customers at The Home Depot," said Trish Mueller, senior vice president and chief marketing officer at The Home Depot. "We're now laser-focused on how we can use digital to deliver against our customers' needs every moment of the day and every step of their home improvement experience."

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UX

a

lean-back mode

lean-forward mode

a

Video Endorsement
Famebit

a

Influencer
Marketing

Ad Experiences

a

Bumper Ads

a

Best Practices

a

Google

a

Clinique

adding motion graphics

a

Display ads

Overlay ads

Skippable video ads

Non-skippable video ads
and long, non-skippable video ads

Midroll ads

Native mobile ads

Best Practices

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TrueView for Action

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You only pay when someone chooses to watch at least 30 seconds or clicks on your TrueView ad.

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Engagement Tools

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Cards in Videos

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You can use cards to add interactivity to your videos. Cards can point viewers to a specific URL (from a list of eligible sites) and show customized images, titles, and calls to action, depending on the card type.

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Performance
Video

Best Practices

a

Kayak

a

Creative

Guidelines

a

Youtube Director

video shooting
service

a

Community

Interact with your audience
with new Community posts

a

Adwords + Youtube

a

Targeting by
Audience Interests

a

Performance Marketing

a

Measurements

Brand Lift

a

Brand awareness

Ad recall

Purchase intent

favorability

consideration

how it works

survey

organic search results

COMPETITIVE
INTELLIGENCE

Hitwise

a

Comscore

a

compete

a

Google Trends

a

Quantcast

a

Google
Consumer
Surveys

r

Measure Brand Lift

a

EMAIL/SMS/PUSH

d

MailChimp

a

Integrations

a

Campaign Mgmt

a

Email Creation

Email Designer

a

Email Templates

a

Marketing
Automation

a

Abandon
Cart

a

Product
Recommendations

a

Advanced
Segmentation

a

Landing
Pages

Google
Remarketing Ads

A/B + Multivariate
Testing

APIs

a

Integrations
w/ MarTech

Use Cases

Subtopic

Transactional
Emails

Mandrill

a
Forrester Wave

Forrester
Wave

Epsilon

a

Oracle
Marketing
Cloud

a

Adobe Campaign

a

Email

a

Cross-channel
orchestration

Experian

Cheetah Digital

a

Zeta Global

a

Salesforce

Marketing
Cloud

Journey Builder

a

Marketing
Automation

Rules based
Triggered
Emails

Abandon Cart

Email Studio

a

Dynamic
Content
Content

Mobile Studio

a

SMS

Push

Cross-channel
Orchestration

a

Interaction
Studio

a

Next Best
Action

DMP

a

Modular
Design

Custom
Build Data
Driven Templates

Reputation

Sender Score

a

MarTech

Personalization

Contextual
Content
Personalization

MovableInk

a

Subject Line
Optimization

Persado

a
Mobile Engagement Automation

Mobile
Engagement
Automation

Urban Airship

a

Mobile App
Engagement

a

In-app
Messaging

Push
Notifications

Message
Center

Push
Notification

SMS

a

Web Push
Notifications

a

Mobile
Wallet

Mobile
Analytics

a

Predictive
Churn

Email
Notifications

a

Integrations
w/ any MarTech
Stack via API

a

Use Cases

Win-back
emails

Inform in-store
rep when VIP
enters the store

Launch a FB
ad for a product
they just looked at
inside app

Insights

Engagement
Loops

a

Programmatic
in Email

a

Opportunity

Newsletters

Scale

Deterministic
CustomerID

Highly Engaged
Audience

Brand safe
Fraud free
environment

high quality
content and
experience

LiveIntent

DSPs

Google

MediaMath

AppNexus

Subtopic

INBOUND
MARKETING

Platforms

Marketo

a

HubSpot

Marketing Hub

a

Lead Generation

Marketing Automation

Analytics

Blogs

Landing Pages

Ads

Social

Sales Hub

Customer
Service

CRM

Salesforce CRM

Drift
B2B Marketing
Platform

a

ABM

Sequences
Sales Emails

a

Email
Marketing

a

Chatbots

a

Meetings

a

Integrations

a

Messengers

FB Bots

Custom Bots

AUDIO

Pandora

a

Ad Experiences

Ad Formats

A Responsive
Mobile Display Unit

Muted Video

Pre-rendering
display ads

Refining
ad interactions

Native &
Sponsorship

Sponsored
Listening

a

drive purchase
intent and consideration

engagement based

r

Sponsored Listening, an engagement-based solution where users can engage with a brand video or rich media ad for 15 seconds in exchange for an hour of uninterrupted listening, particularly resonates with younger demographics. 

Audio

Audio Everywhere

r

Audio Everywhere is the easiest and most efficient way to extend an Audio campaign across all platforms: Web, Mobile, Tablet, Connected Home and Connected Car.Elements::15 or :30 second Audio ad500×500 Companion Tile (Not available on Connected Car)300×250 Companion Banner (Not available on Connected Car or Connected Home)

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Lane Bryant
(Fashion)

drive in-store
traffic

attribution
by Placed

Display

Video Everywhere

r

Video Everywhere is the easiest and most cost-efficient way to extend a Video campaign across Web, Mobile and Tablet. Advertisers provide only one creative set, leveraged across all platforms, for a simple, turnkey video solution. The bundle includes a Video ad and a Standard 300×250 Banner that runs wherever inventory is available.Users only receive a Video ad when they interact with the tuner by skipping a song or changing a station on Web, Mobile or Tablet. This ensures that advertisers have 100% share of attention during natural breaks that are accepted by an engaged audience.

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only when
user interacts

high viewability

Brand Stations

Custom
Stations
w/ Brand content

ASICS

Ball Park

Sounds to Grill By”
with a thematic Brand Station

Experiential
Events

AdTech

Programmatic

Private
Exchange

viewability
guarantee

a

Moat

r

we partnered with third-party provider Moat, the only MRC accredited vendor for mobile in-app viewability measurement.

in-app

vCPM Pricing
Model Based
on Moat Metrics

desktop

Measurement

Retail attribution

Partnered with
Foursquare

a

Placed

a

Audiences

over indexed
with

millenials

45% of total monthly
unique visitors are millennials[

women

look-a-like audiences
through 1st party data

r

Tapping into Pandora’s active 88MM[2] monthly listener base, SoFi activated Pandora’s lookalike modeling capability to identify new leads. SoFi passed Pandora their CRM database of approximately 250,000 hashed emails to model the lookalike audience off of. Pandora’s proprietary modeling tool analyzed declared, inferred and observed data of these known customers, resulting in an audience of over two million new prospectsfor SoFi to target on Pandora.

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SoFi

r

The lookalike segment drove 18% higher leads and 93% higher conversion rate[3] than broader College Grad target, demonstrating Pandora’s power to deliver more qualified audiences to ensure effective campaigns. Overall, the campaign’s CTR was 262% higherthan industry benchmarks (0.29% vs industry benchmark 0.08%).

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Spotify

a

Measurement

a

Metrics

24% lift in
ad recall

offline attribution

3rd party
measurement
partners

NCS

a

CPG

a

viewability
guarantee

a

Audiences

a

100% addressable

5 key streaming
habits

discovery

how likely to discover new

diversity

range of music

44% more likely
to inform about new products

Millenials

tilt

how active

more likely to see brand ads

nostalgia

obsession

favorite music
on repeat

90% more likely
to have latest tech

Tech Early Adopters

stream on random
more than on repeat

Moms

Ad Experiences

a

Ad Platform

a

Audio

Self-serve

Spotify For Brands

a

Formats

Audio

Audio Everywhere

Video

Sponsored Session

Brand Affinity

Samsung
success story

Video Takeover

Display

Overlay

Homepage Takeover

Leaderboard

Sponsorship

Sponsored Playlists

Insights