The Rise of Contextual Advertising (Part 2)

okay why don't we get started we have about 40 few candies so my name is Jericho tuck I'm a chief business officer John guy and being this big jumper for a couple of years before we going to what jumper is quickly I also introduced you to my colleague I was the co-founder and CEO of jumper Naha is on the call and she will be coming in and out doing really helped with this webinar session so before we step into the the topic around contextual advertising I just quick introduction of who we are and what we do we are a young singapore-based start-up looking at carbon close to three years old now and we are into enabling businesses to use conversations for marketing for engagement and driving commerce we are an end-to-end platform and we work with the number of businesses to really engage with the customers across a number of channels today's topic is going to be around advertising and marketing and we focus on how the this this can be beneficial especially with some of the changes that are coming up on the use of cookies and related to privacy I'm assuming we have a few marketeers in the room so just everyone here loves cookies right that's that's the one way to track I take my voice keeps cutting I will try to speak slowly I think everyone with the lockdown maybe the home networks are getting a bit a little bit champ so let's let's try this let's make it work you have to do let me let me know if my voice too does cut again but I will make an effort to speak slowly hopefully that works so marketers love cookies and I think this is a no-brainer it allows us to track users it allows attractive website visitors and more importantly with party cookies allows us to track what they do on other websites as well okay let me do this let me switch off my camera maybe that will help save some bandwidth and hopefully that does help us so coming on the topic of cookies its everyone will acknowledge yes it is quite useful mechanism to track users and which eventually helps us serve them better ads which they will be more likely to respond on or take action on but with the changes that are coming in with the death of the third-party cookies it does have some limitations we already know some of the Safari and Firefox have already stopped support of third-party cookies so you only can track cookies on your own website and Google Chrome is going to face this out in a couple of years what this means is more than 3/4 of the global web traffic won't be able to track third-party cookies of course this is in line with keeping some of the privacy laws the gdpr this has does have an impact on how you target your audiences but it's not all doom and gloom there are ways to really improve so the new technology is coming up to help drive advertising better and really having the contextual advertising engage with your audience is rather than just talking to them we go to that in a slide pitch so what does it mean for advertisers it's really about first party data really understanding your first party data to understand your customers it's getting more important than ever if that will help you to more precise targeting with your customers or your audiences and also it gives them it solves the ads on the contextual basis so if they are for example if consumers are on a beauty blog they will see Beauty related so this this does improve the targeting of course but also with some of the new technologies which we'll go into which is specifically the Google and lingo item it introduces a new data-driven alternative if anyone does have questions here feel free to put them in chat as well so coming to first party data and people based targeting what what that helps is really about using your custom and data across channels across devices to understand how they behave and how they interact with you to really drive the contextual ads it's really about targeting and keep and having the right set of messaging for the rights of our customers depending on how they've interacted with you so someone has shown interest in the product you can serve them the ads specifically for that product to complete a purchase or if someone is just discovering it can be more of the fun kind of AdWords so it's really about using the data that you have about your users about your audiences to really segment and be able to drive them personalized targeting so what we we're gonna spend some time in this session is to share with you Google's new product which is the Google ad lingo which is available for only it's a new product launched in 2018 it's still in private beta we will talk you through that in a little bit but it's all about using the Display Network and making these ads more contextual and also more two-way conversation rather than a click out to website of the cart or a marketplace or an app is all about talking to the consumer at the time of inspiration when they react to the ads so with the contextual advertising matching the ash with relevant sites which helps make these conversational formats even more relevant ad groups massive keywords and must be set to show ads on the Display Network and the importance and the real advantage is to catalog the context of the journey using a first funny data we can take customers through different parts the journey using this platform so just I will start a quick poll just to understand from the audience's if there's anyone who does use any kind of conversational marketing feel free to answer that just gives an idea of that experience in the room of running this kind of marketing so I see some half-rate and for those who've said what is that this is perfect we're going to show you some examples right here so Google ad lingo is a new offering which is founded inside area 120 which is Google's own incubator where they allow the employees to come up innovative projects and if they do have some traction they do come up as a product by itself so ad lingo is one of those and they have it has been liked from late 2018 early 2019 so fairly new and what it essentially is is all about bringing conversations into these ads so now it allows marketing to talk to users talk with users rather than just talk to them it's a it's a two-way interaction interactional ad powered by colonization assistance or smart chat bots and it allows you to connect with target users in the right context through the Google TV 360 so for those who are using conversational marketing I'm sure you're familiar you even acknowledge that personalizing conversations personalization overall does help increase revenue increase customer satisfaction where we've seen with surveys and rapport suggesting 93% business this is using advanced personalization really see a true value and impacting the revenue another figure over 40% consumers leave websites whether overwhelmed with too many options so really personalizing it helping them through the journey helps bring the user to the destination they want to get to and that's really from moving them from discovery to purchase and often this is done as a set of so on websites but now with this new format and what we've done here is to show you an example of what that would look like so say you're a beauty brand name is the essence and you're running ads on beauty blogs etc what the Google ad lingo format allows is really making this interactive so you see this pink banner here it's a new format it's a small it's a different size than the traditional banner ad and it invites user to chant with the brand and once they do interact the conversation can really help them take down the path that they wanted for some it can be a guided shopping where you can get some understanding of what a customer is looking for in the Beauty example understand concerns like you they have oily skin or do they have dry skin and then take them to the recommended products for others can be brand awareness or brand or product education it's really you can drive multiple considerations for different customer segments in a single ad impression so this allows you to do it at scale as well as taking them to the actual product that they would they would most likely it spawned on and then click out to your web sites or other channels like social to actually convert them this has seen some amazing results and we will share with you a couple of case studies in this session itself so one example was with Clinique unique being a beauty brand wanted to educate and acquire customers using for the launch of a new hydrator reckoning ID custom blend hydrator using ad lingo they were able to deliver an engage potential customers to discover this browse through the different products in the range and get a personalized recommendation at the end consumers to click out of websites but what they saw in results was really interesting and this really helped the brand build that education for the customers 57% of the engagement did complete decolonization so got to an end point and they clicked out to a website to complete our to go further an average colonization time was greater than two minutes so that's really driving their education comes you must spend time on the ad format to actually know more about this another example was with another brand called perilla who wanted to spark interest on the products and also increase usage so different use cases they develop this innovative ad to help consumers discover other products and this in the food space access quick and easy recipes based on what consumers were looking at also participate in sweepstakes and get a coupon that they could redeem on a website so this can be used for different purposes also driving promotions and offers we'll get to the use cases in a bit to just spark some ideas here as well but in terms of average spend time is 1 min of one just over a minute two percent and when you look at the larger scheme of things in terms of numbers who do engage it's quite a high number compared to what we've seen on Google ads and most of the conversations came from mobile I'm not sure there'll be any clients from an auto perspective but quite useful for driving people to the stores in this case driving people to get a test drive of a new car launch bike here so using this kind of an ad format so what you see here is the rendition of how it looks in a mobile I'm going to use n tracks it goes full screen on a mobile to make that conversation happen with over 1.2 million impressions average engagement time of just over half one and a half minute please trove users into the showrooms to even book test drives ask questions and considering purchase so it's applicable across industries across a whole range of products and services so it's really about using the imagination to drive these kind of use cases last one we'll go through in terms of and this is one I'm going to struggles pronouncing this the Schwarz where Hankel caught consumers to guide through different skews and really in Whiting users to start the chat and using creatives to invite users to start chat finding about the favorite product carrying information on how to use this and again ending it with an offer which allows them to purchase it online or even redeem it offline so this really helped gain more interactions can't get customers spending more time and more five-and-a-half interactions per user which tells which parts of the journey they went through and they really explored about five six times as an average so what this could mean for you it's really different use cases it can be used for brand image building deepening the brand connection driving awareness it can be used even for demand generation for new product launches of a new offers getting leads qualifying those leads so that the sales team then can follow up with qualified leads whoever ponded you and you also have information on what is it responded what part they've taken other example of using guided shopping so what we have here is a rendition of what a guided shopping and look like getting users to answer a few questions and recommending the light product to them or product education and discovery where consumers can be educated they give more information over the products and then getting into the details of getting these products into the hands of the customers as well additional use cases you can be used to drive customer data collection just understanding first party data understanding the Preferences to get more drive more personalized colonization's product sampling especially for new products it's a great way to just understand a little bit about the customer and drive a value exchange by giving them a sample at the end and this can be done straight on the discharge platform or on your social as well from driving users who are interested in getting a sample or also driving them to the store we saw few use cases by giving them the offer at the end to drive them to the store itself I see a question here from she was Hungary Raju the call to actions when using ad lingo will be so the call to actions can still go towards booking a consultation or sending in an inquiry but what this and lingo allows us to do is create a conversation which qualifies this user so when they're booking a consultation we can get a lot more information about what they've gone through what path they've gone through and then get towards booking consultation of getting an inquiry so it can be used as a lead gen with more qualification as well so in essence what is also gets you is a lot of data on how people are interacting with with the ad with the brand so the way it looks like from a typical execution it starts off with a impression invitation to chat and you're really using these creatives to invite users into this chat so we can even put the bubbles etc from a creative side to invite users into this chat once they are in you can engage them you can drive them through a guided journey we can also use open questions to answer fa Q's and and drive them towards an end ball which takes them to the landing page or a messaging platform where they can convert or where they can get more in the details so if you're using say for example what's our business to really talk to your customers the endpoint can even be whatsapp and there are metrics available from the ad lingual perspective such as number of engaged conversations the cost per engage conversations the average number of interactions that one use of gone through in this chat the engagement conversion time and the click outs as well where they've clicked out and they've reached the endpoint and clicked out and jumper being a partner of ad lingo we pro we partner we power the conversations so how this can really work for you is this can integrate with the ecosystems so dynamic product Peaks where depending on the profiling we do we can show them dynamic products we can also have customized CTAs based on responses and this can be also integrated with CRMs when when they land out you also integrate with the CRM data to get more insights so on top of what ending go provides what jumper while powering the conversation can provide is a detailed view of the conversation path so once you've gone through the journey we can see exactly how many users have gone through which path this this helps understand which products or which services that you're promoting have a better demand you also see click out rates as well as drop-off metrics where people dropped off the most which can also tell us a little bit about the messaging about the product of the service also because this conversational people ask questions and we can track commonly asked questions as well as questions which were unanswered because those were not foreseen and and the conversational system could pick them up so you together with the ad lingual reports and jump is data it really tells us a lot about how consumers have behaved and are they interacted with with the brand so what I'm going to do is also run another quick poll just based on what we've seen today lovely to get some insights in terms of your brand your organization's I come from what would be the most applicable that you would think would drive results for you feel free to answer them as I move along so how does it work how do we get started it is really the few parties to this to make this work jumper is the conversational assistant so we power the chat Google provides the ad format and the creative agency is one who helps you build the assets build the visuals to the logo the avatar who talks to the user all of this so that multiple parties involved and also because this is a private beta it's not available to everyone so you would not see this on your DB 360 where the Google ad lingo team also comes in to help drive these campaigns so and then once it's live and running reports are available from next day performance reporting within the Google portal as well as chompa chompa sporto in summary it's a full final solution with the emphasis on performance it's really about driving use from Discovery to action from awareness discovery getting them consideration towards action it's an invite-only opportunity I'll be happy to take questions where there's interest as Google does have some eligibility criteria and in the end it's also about getting first party data and insights so with that I think I'm right on time to take questions any comments from from anyone feel free to type it within the chat and we'll be happy to answer when I hire myself and help answer

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