Who Is WWE?

Comments

Transcription

Who Is WWE?
10/3/2011
WORLD WRESTLING ENTERTAINMENT
Acxiom Retargeting Campaign
John Bancroft, VP eCommerce and Retail Marketing
Bill Burkart, VP Agency Services, Acxiom
Who Is WWE?
•
WWE, Inc. (NYSE: WWE) is a publicly traded
entertainment company, currently the largest
professional wrestling company in the world,
broadcasting in 30 languages to more than 145
countries across the world
•
Known primarily for Raw and SmackDown,
reaching 13 million viewers in the U.S. alone
2
3
1
10/3/2011
Who Is WWE?
•
Annual revenue is $477 million (2010)
•
Four core business areas
Live Events and
Televised Entertainment
Consumer Products
Digital Media
WWE Studios
4
Multi-Platform Global Entertainment
Company
140 Superstars and
Divas Under Contract
Television Programming
145 Countries / 30 Languages
14 million viewers / week (U.S.)
7 hours of original programming/week
WWE Events
6 shows per week
300+events annually
Pay-Per-View
13 events annually
Approximately 5+ million buys
Music
Original releases
iTunes, Amazon.com
Consumer Products
200+ Licensing Partners
Global partnership with Mattel
23 books on NY Times Best Seller List
Home Video
30 DVD releases annually
100+ titles in catalog
WWE.com
12.7 million unique visitors/month
376.9 million page views/month
210k orders / year
WWE Magazine
5.3+ million readers
WWE Studios
Slate of 9 films
WWE Mobile
1.4 billion global subscribers
WWE Kids (Magazine; Website)
650,000 audience
5
Recognized Leader Delivering the Power of
Scale
•
We serve 5,700 clients in 40
•
Named No. 1 U.S. Agency in 2010
for third year in a row, Ad Age
•
Named No. 2 in “World’s Top
CRM / Direct Marketing
Agencies,” Ad Age
•
No. 9 in the “World’s Top 50
Agency Companies,” Ad Age
countries, 20 languages and
actively manage 350 of the
largest 500 marketing
ecosystems worldwide
6
2
10/3/2011
Build Campaigns from the Consumer’s Point
of View
Optimize
Recognize
Personalize
Measure
Deliver
Create
7
Business Opportunity
•
Transform WWEShop.com
from passive ecommerce into a
major revenue generator
–
Evolve from a traditional
“2000s” site into a vehicle
leveraging consumer
insights and behaviors
–
Maximize financial potential
while progressively
reducing cost per sale
8
Goals
•
Magnify the financial power of WWEShop.com and impact on bottom line
•
Drive incremental orders and sales of WWE merchandise
•
Generate learnings on efficacy of creative units
Meet or exceed a
5x Return on Ad Spend
9
3
10/3/2011
Achieving These Objectives
•
Built a foundation of consumer insights through Personicx® LifeStage
•
Utilized those insights to drive incremental orders through a pilot plan to
test the financial return by using site retargeting
•
Confirm revenue lift by creating ad exposure test and control groups
10
Understand WWE’s Online Audience
•
We took a behavioral view of who is visiting the site and interacting
with product offers
–
Seeded paid media traffic by targeting top-indexing
Personicx LifeStage clusters
–
Buy audiences, not certain sites or sponsorships
Over-indexing Personicx LifeStage
segments on WWE.com as
measured by comScore, July 2011
11
Who Are These Top WWE.com Visitors?
•
Two segments below over-index for WWE.com site visits
•
What do they have in common?
•
How are they different?
–
–
No Kids, Suburban dwellers
Marriage, Home ownership, Income and Net Worth
12
4
10/3/2011
Audience Segmentation or On-Site Behavior?
•
We discovered that we needed to cast a
broader net and focus on behavior, not
consumer segment
–
Focus on prospects who self-qualify for
re-messaging because they have visited
product pages
•
Amplify sales potential against WWE.com
paid and organic traffic by remarketing to
non-purchasers via retargeted media
•
Capture visitors into our ecommerce net
–
Filter for consumers who have exhibited
buying signals
13
What Is Retargeting?
•
A means to address prospects
who have visited your site, but
have not converted
•
A small image file and piece of
code is placed on a marketer’s
site which sets a cookie on a
consumer’s Web browser
denoting a site visit
•
The presence of that cookie
allows marketers to buy display
inventory against those visitors
across a wide range of ad
networks and DSPs
•
14
U.S. Marketers using retargeting have grown from 17% in May 2010 to 22% in
December 2010, Source: AudienceScience / Emarketer Dec 2010
15
5
10/3/2011
How to Build a Retargeting Campaign in
Seven Easy Steps
Step 1
Consumer comes to the WWE.com
site via organic traffic or paid media
Step 2
Consumer browses site or refines
visit to a get detail on a product
16
How to Build a Retargeting Campaign in
Seven Easy Steps
Step 3
As consumer arrives on product
page, a 1x1 pixel (invisible image
file) opens, alongside visible site
content
+ 1x1 pixel
Step 4
Presence of 1x1 tracking image
triggers the consumer Web browser
to record the visit and details about
product search in a browser cookie
Cookies are widely used in storing
login IDs, user's preferences, or
shopping cart contents
How to Build a Retargeting Campaign in
Seven Easy Steps
Step 5
Acxiom and our media partners can
detect browser cookies of past online
window shoppers and buy these
audiences through real time media
bidding
Step 6
As consumers travel the Web, we get
a second chance to message to them
Better yet, use creative speaking
directly to their product interest
18
6
10/3/2011
How to Build a Retargeting Campaign in
Seven Easy Steps
Step 7
If a consumer responds to retargeting display unit and purchases
on WWEshop.com, another browser
cookie is set noting the conversion
This already converted consumer is
removed from the media campaign
19
Pages Visited Relates to What You See
•
Search for WWE shirt
•
WWE shirt creative
20
Pages Visited Relates to What You See
•
Purchase
•
Exclusion from display remarketing
21
7
10/3/2011
Measuring Ad Impact and Sales Lift
•
Search for WWE DVDs
•
Control group PSA message
22
Where You Went Relates to What You See
•
Purchase at later date?
•
Tracked to measure exposed
and control populations to prove
out return on ad spend
23
Results and ROI for WWE
•
30,749 total orders and $1,606,289 generated in revenue
–
This excludes sales data from Monday and Friday broadcast night site
traffic spikes
•
3x+ increase in retargeting average CTR with dynamic creative
•
$52+ average order
We bodyslammed our 5x ROAS goal into
a 13x Return on Ad Spend
24
8
10/3/2011
Challenges
25
26
Thank You!
9