An introduction to. A unique opportunity to unlock high-value customer acquisition at immense scale.

Transcription

1 An introduction to A unique opportunity to unlock high-value customer acquisition at immense scale. Contact: Affinity-PrimeMEDIA, [email protected]

2 Contents What is Guardian Response+? 3 How does it work? 3 What makes Guardian Response+ more effective than other performance platforms? 4 Brand safety measures 6 Guardian Response+ servicing and support 7 FAQs 8 2 An introduction to Guardian Response+

3 What is Guardian Response+? Guardian Response+ is the Guardian s digital performance platform, built on advanced technology and which leverages big data to deliver your target audiences efficiently and at scale, on and beyond theguardian.com. How does it work? Guardian Response+ leverages the Guardian s unique first-party data in order to recognise customer prospects that other performance platforms simply can t identify. As the world s 3rd most read newspaper site, the Guardian delivers immense scale with over 80m global unique browsers per month. Our progressive audience generates an abundance of data through interactions, behaviours and observed intent around our rich, engaging and current content. This data is processed dynamically to drive our segmentation and targeting in real time and enables our platform to find users who are of most value to your business. We do this by relating a segment of your customers to our data in order to build an understanding of your customers interests and behaviours. Our engine then scales this model to create a custom audience of statistically similar users who are most likely to be receptive to your proposition, and who therefore represent a valuable prospect pool. Our ability to develop an extremely detailed understanding of your high-value audience is the cornerstone of Guardian Response+ and it means we deliver incremental value to your organisation. This approach is applied on and beyond the Guardian where we use our data to extend acquisition volume through our visibility of the entire UK internet population. Behaviours Interests Intent Transaction history Demographics Geo-location Technology profile Timing Looking for new customers Leverage the Guardian s 1st party data to recognise new customer prospects Activate audience insights to enrich the profile of your customer and get greater accuracy in campaign targeting Use this improved understanding of your customer as a reference point to extend acquisition volume on and beyond theguardian.com 3 An introduction to Guardian Response+

4 What makes Guardian Response+ more effective than other performance platforms? Guardian Response+ is independent meaning that we are completely driven by our client s objectives, and our approach is transparent and collaborative. This benefits our partners through the insights we share, the strategies we develop on their behalf and our commitment to drive value to their business. Our unique data, inventory and audience means that we are fundamentally different to all other trading desks and performance networks. It gives us a strategic advantage that is reflected in campaign performance and ultimately advertiser ROI. Unique Datasets We recognise customer prospects that other performance platforms simply can t identify. We also have access to an extensive pool of unique inventory on the Guardian s digital platforms. Together these two factors mean we deliver new customers that our competitors can neither recognise nor reach and this means better performance, and stronger ROI for your business. Meanwhile, other platforms are heavily reliant on limited 3rd party datasets from the same suppliers meaning they are bidding on the same users, pushing up price and ultimately undermining your ROI. Audience Quality The Guardian s progressive audience is upmarket, educated and affluent. Since they are professionals, web-savvy but time-poor, they transact extensively online and therefore they represent a valuable audience of consumers. This profile benefits our advertisers through their quality, and lifetime value (see next page). Beyond theguardian.com, our audience serves as a reference point to ensure quality is also delivered through exchange inventory. 4 An introduction to Guardian Response+

5 Guardian average customer value versus the UK average: (Calculated as a product of basket value and frequency of purchase / loyalty) Retail +24% Charity +28% Travel +13% 5 An introduction to Guardian Response+

6 Brand safety measures Brand equity is precious and your brand should only appear in appropriate, quality environments. Our stringent approach to brand safety takes the form of a comprehensive multi-layer safety strategy. This is exactly the same approach we take in managing the Guardian s own marketing activity. Web content Exchange filtering: Inventory is filtered before it becomes available to the Guardian Response+ platform Guardian Response+ filtering: Our platform enforces its own filtering to double-verify all inventory before any ad impression is executed Walled garden with verified websites: Guardian Response+ verified site overlay White/black listing of safe domains: Flexible white-listing and black-listing available plus additional in-line brand verification options Brand Safe Sites 6 An introduction to Guardian Response+

7 Guardian Response+ servicing and support Dedicated resources: We provide extensive specialist support, including access to your Analyst who will provide weekly ROI insight and detailed post-campaign analysis. Beyond that, we make ourselves available to our partners for frequent face-toface analysis and review meetings. Attribution and modelling: We frequently build advertiser attribution models in order to support the accurate measurement of ROI, and this is delivered on a bespoke basis. Cross channel attribution analysis and related multi-channel campaign optimisation will launch in Q Testing: We have a wide-range of creative and customer journey testing options, backed by the Guardian s specialist Insight team. Coming soon Mobile: Goal-seeking performance capabilities for mobile devices will launch in Q (we currently support CTR-optimised mobile campaigns). 7 An introduction to Guardian Response+

8 FAQs I use another supplier / trading desk in this space, what benefit will Guardian Response+ bring? Not a problem. We will help you unlock incremental customer acquisition at lowercost, and thus deliver greater ROI at scale. Since we leverage unique audience data to drive our decision-making across a large volume of unique inventory, we identify high-value prospects that other suppliers simply can t recognise nor reach. Using Guardian Response+ will add true value to your business. I need to see results before I scale... Yes, absolutely! We have extensive experience in building long-term partnerships, and we always recommend starting small and growing iteratively. This approach reduces any perceived risk and avoids the wastage that advertisers experience with other providers as they try to scale too quickly. Our focus is on sustainability we want to be working with you in the long-term, and for that we understand that you need to see results from the outset. Are campaigns geo-targeted? Yes, always. We target to the UK by default and then optimise activity based upon granular geographical data. For international campaigns your targeting simply needs to be specified at the point of booking. We also support city and region targeting for a small premium. Can I specify other targeting? We recommend you avoid applying targeting to activity in the first instance our optimisation strategy is goal-seeking against your KPI. By starting broad, you avoid making assumptions and let the data guide decision-making. We can and do build premium targeting into brand-response campaigns and can provide a proposal of this type if this strategy is of particular interest to you. Do you frequency cap? Yes, all Guardian Response+ activity is tightly frequency capped by default. We also optimise frequency cap throughout every campaign via our engine to ensure that it is maintained at the optimum level for every campaign. For more information, please contact Affinity-PrimeMEDIA, , [email protected] Daniel Spears An introduction to Guardian Response+