Mind the gap in personalised ad experiences

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Information about Mind the gap in personalised ad experiences

Published on December 7, 2018

Author: madfestlondon

Source: slideshare.net

1. Mind the Gap in Personalized Ad Experiences 28 November 2018

2. THE NEW REALITY Marketers are Expected to Deliver Meaningful, Personalized Customer Experiences AT SCALEACROSS THE BUYER JOURNEY FOR EVERY TOUCHPOINT

3. The value is real: Focusing on Customer Experience is good for business 1.4xREVENUE GROWTH 1.7xRETENTION RATE 1.6xCUSTOMER LIFETIME VALUE (Source: Forrester, ‘The Business Impact of Investing in Experience’, 2017)

4. The message is clear: Customer experience is a top priority 76% CMOs who believe their jobs are on the line if customer engagement isn’t sufficient. 73% CEOs who acknowledge the need for experiences that are more meaningful to their customers. #1The top strategic priority for organizations in 2018 is content and experience management. (Source: ‘Econsultancy 2018 Digital Trends’)(Source: ‘Econsultancy 2018 Digital Trends’) (Source: Accenture, ‘Put Your Trust In Hyper- Relevance’, 2017)

5. Regardless of what marketers want, consumers expect their experiences to be tailored across all touchpoints PERSONAL VALUABLE ENGAGING MEANINGFUL REAL-TIME

6. But marketers face a confidence gap with personalized ad experiences Nearly 70% of marketers admit that they lack confidence in their ability to deliver personalized advertising creative

7. And lack of technology is the leading barrier “Which of the following barriers get in the way of bringing the capabilities you selected in the previous question on board?” Base: variable marketing strategy decision-makers at US companies with revenue $1B+ Source: A commissioned study conducted by Forrester Consulting on behalf of RevJet, May 2018 24% 14% 26% 29% 31% 12% My organization doesn’t consider it a priority We don’t collect enough data on our customers to make this possible Our customer data is too low quality We lack the skills needed to execute this capability We lack the technology to support this capability We aren’t aware of what technologies are available to support this capability

8. So marketers cope and customer experiences suffer One size fits all Set and forget Blind best guessing Opportunities slip away With unreasonable expectations and lack of resources, marketers are forced seek out media efficiencies to achieve their business objectives…

9. And investments in media optimization just doesn’t pay off like in the past VALUE (Brand awareness, Revenue) INVESTMENT (Time + $) Creative DSPs, DMPs, Attribution, Viewability, Fraud detection, Header bidding Media Creative Media UNTAPPED AD CREATIVE VALUE Source: “comScore ARS Research Highlights Importance of Advertising Creative in Building Brand Sales,” 2010 and Internal DoubleClick data from 2014

10. Marketers need a new creative technology Ad Experience Platform An Ad Experience Platform is an enterprise platform that creates and delivers personalized, digital ad creative at scale and across channels. It addresses all ad creative use cases including DCO, AI-powered personalization, audience management, creative performance reporting and insights, experimentation, and even has workflow tools.

11. Life on an Enterprise-Grade Ad Experience Platform Message with agility Drive ever-improving campaign performance and value Unify teams and agencies Enable always-on, personalized advertising Travel industry marketers were 26% more likely than average to take a month or longer to optimize creative messaging. Financial Services, Insurance and Retail marketers were 21% more likely than average to need ‘Availability of tools to align creative and media organizations’

12. The ideal platform includes these essential capabilities Integrates and augments tech stack Orchestrates, AI-powered omni-channel personalization Optimizes throughout the buyer journey Adopted easily, powerful enough to scale Provides visibility into creative performance Those in Financial Services and Insurance are 30% more likely to identify an ‘Ease of integration with existing technologies as an important consideration’

13. And your ideal partner should bring modern marketing expertise and guidance 24% 14% 26% 29% 31% 12% My organization doesn’t consider it a priority We don’t collect enough data on our customers to make this possible Our customer data is too low quality We lack the skills needed to execute this capability We lack the technology to support this capability We aren’t aware of what technologies are available to support this capability Ensure your partner is able to provide guidance on: • Creative personalization • Buyer journey orchestration • Experiment design • Creative ideation and production • Behavioral insights analysis • Applications of Artificial Intelligence to customer experiences • Workflow and process optimization “Which of the following barriers get in the way of bringing the capabilities you selected in the previous question on board?” Base: variable marketing strategy decision-makers at US companies with revenue $1B+ Source: A commissioned study conducted by Forrester Consulting on behalf of RevJet, May 2018

14. Thank You To learn more about “The Personalized Advertising Confidence Gap” or for advice on choosing the right technology partner Contact RevJet: info@RevJet.com | revjet.com/contact

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