Transcript Slide 1

About TradeDoubler
#1 European player in performanced based online marketing
1999 2000 2001 2002 2004 2005 2006 2007
19
03
01
13
11
07
16
14
Offices in
Europe
and Asia
Japan
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About TradeDoubler
Facts
Company
Reach
Results
Founded in 1999
IPO in 2005
1 700 +
Impressions/month
Advertisers
405 Mio €
Revenue in 2008
272 million unique visitors
per month
127 000 +
638 employees
23 billion
Publishers
10 Million leads and
sales per month
10 years of succesful work, 1750+ clients
3
Media choices used to be limited…
b
Media today is an exotic buffet…
European online ad spend 2007-2011 (€bn)§
11.9
35%
10.8
9.7
Before:
10.0
High spend
growth-> low
focus on
measuring
effectiveness
8.4
15%
Now:
8%
9%
3%
2007
2008
2009
2010
Source: Jupiter 2009, Emarketer 2009
2011
Lower
growth ->
increased
focus on
measuring
effectiveness
What’s on the Marketing Director’s agenda in 2009
Question: looking ahead in 2009, which do you see as the top three
priorities in your company’s marketing efforts?
0%
10%
20%
30%
40%
50%
Achieving measurable ROI on my marketing efforts
50%
Developing marketing programs that integrate online and
offline
43%
Translate the brand expereince across different touchpoints
32%
Cutting marketing budgets without cutting performance
Optimize our portfolio of brands
Source: JupiterResearch/Vers group 2009
31%
26%
60%
SEK
Total Programme
Revenue
Spend
Cost of Sales
Rev ex channel costs
Number of sales
Cost per sale
Q1 2009
14 680 364
3 100 000
21%
11 580 364
24 467
127
Affiliate Transaction (CPA, pay for sales only)
Revenue
Spend
Cost of sales
Rev ex channel costs
Mix of spend
8 100 000
1 500 000
19%
6 600 000
48%
Spend Mix Q1 2009
How does the #1 Telecommunications
company in Sweden maximize ROI in online
Search
sales?
39%
Performance Campaigns (pay for CPM/CPC)
Revenue
Spend
Cost of Sales
Rev ex channel costs
Mix of spend
Contextual Advertising (SEM, CPC)
Revenue
Spend
Cost of Sales
Rev ex channel costs
Mix of spend
316 364
400 000
126%
-83 636
13%
6 264 000
1 200 000
19%
5 064 000
39%
Affiliate
48%
Campaign
13%
Conclusion
A steady increase in number of digital media channels
together with
A heavier pressue on Marketing Directors to prove the value of money spent
drives
The need to measure investements in digital media in the same way,
with a focus on
Return on Investment
Case Study – Danone Group, Product “Activia”, Italy
Industry: FMCG - Campaign Period: January 9th – February 21st 2009
About the client
Danone Group produces and market dairy products. This was Danones first performance based campaign in close
cooperation with TradeDoubler
“The Danone Activia campaign has
proven to be a successful initiative
targeted to women. TradeDoubler
helps us in reaching very fast our
estimation of subscription.”
Chiara Ugozzoli
New media & CRM manager Danone
Italia
Objective:
The objective was to generate 12 000 new women members to Danones “regularity program” through a contest in
which users could win a MacBook air or an IPhone. The lead was double opt-in. After the registration, users started to
receive a wellbeing program by email.
Strategy:
TradeDoubler delivered the campaign using a combination of display marketing in our performance network and direct
email marketing activities through partners. In both channels women was targeted.
Results:
click through rate of 6,8%
• 14 456 leads (13 204 direct leads and 1 327 ileads) - lead rate of 4,42%
• 4,8 million impressions and 330 000 clicks –
Success Factors:
1. Attractive consumer offer (brand and contest)
2. Combination of targeted display advertising and
emailing activities
3. Ongoing optimization
Case Study – Sony Ericsson, Spain
Industry: Telco - Campaign Period: February 19th - March 30th 2009
“The results from this promotion far
exceeded our expectations.
Implementation was fast and
efficient and the team of
Tradedoubler Spain were proactive in
defining possibilities to improve our
campaign and share best practises.
We look forward to working again
with Tradedoubler in the future and
have already implemented additional
campaigns.
Graeme M Gibbs. Music & Digital Manager.
Sony Ericsson Mobile Communications
Objective:
Sony Ericsson was launching a new phone, Xperia X1 and the objective of the campaign was to generate traffic to the
clients landing page and convert them into leads (objective of 30 000 leads).
Strategy:
In order to achieve the objective we suggested to run the campaign in two channels: display advertising in
TradeDoubler Spain’s performance ad network and email marketing through partners.
Results:
Nearly
32.000 leads were generated in this period with an exceptional lead rate of 50.31%.
Success Factors:
1.
2.
An interesting product from the advertiser
Combination of display advertising and email marketing
targeted to young, tech savvy audience