Havas Digital Gets Pulled Into Online Demand Generation
Agencies comprise about 60% of Kenshoo's business, up from about 50% in the prior year. Ariel Rosenstein, director of product marketing at Kenshoo, says the company, which supports pay per click (PPC) campaigns has added extensive analytics and services to support that market. It gives agencies the ability to take on and scale up clients quickly, especially those that begin with smaller budgets.
Kenshoo can add one more to the list. Havas Digital began running tests with Kenshoo in February and this month signed on with the Israeli-based company to support clients by optimizing PPC campaigns in Brazil, France, the United States, and the United Kingdom. More digital agencies will find they need assistance from tech companies as online advertising becomes increasingly complex.
Kenshoo exports search engine marketing data into a raw format, so Havas can import those numbers into their platform, reading the stats alongside those gathered from radio, television and other data from other channels.
Rosenstein declined to reveal the aggregate PPC campaign budget Havas manages on behalf of its clients, but we can pretty much estimate it's tens of tens of millions of dollars across the regions Kenshoo will support. It puts the dollar amount for Hyundai, Nike, Air France, Expedia, Volvo, Peugeot, Orange and others somewhere between zero and $200 million.
He admits Kenshoo will add more channels in the future to support clients. He says the company supports Google, Bing, Baidu, and an engine in Russia. In total, the engines cover about 90% of the world's online search traffic. The company also recently added Facebook. Other channels include iPad, Twitter and display ads, as well as the Right Media and the Doubclick exchanges.
The company will build out services based on feedback from clients. Data collected from channels like display advertising, Facebook, Twitter, and video games, too, can't live in a vacuum.
The rise in agency interest has much to do with the ability to quickly update campaigns. If Apple plans a release for new versions of the iPhone or the iPad on a specific day, for example, companies like Orange can quickly build in attributes for the hundreds of associated keywords. As companies like Kenshoo start to support more agencies through technology, attribution management will become critical.
It means, for instance, monitoring the keywords "red sandals" in a display ad and the same in a PPC ad, combining the two and then splitting the price of the words to determine how costs influence the final conversion. It lets you optimize conversions across channels and customize attributions. It should affect how marketers look at investments, as well as the returns from the campaigns.
0 comments on "Havas Digital Gets Pulled Into Online Demand Generation".
Leave a Comment
Recent Search Marketing Daily Articles
-
How Kenshoo Migrates Search Campaigns To Yahoo Japan May 22, 5:55 p.m.
Accessing multiple devices signals a change in consumer behavior -- not just in the United States, ...
-
Google Fiber Lives In Smaller Markets May 21, 3:43 p.m.
My Internet speed sucks. I'm frustrated with paying Verizon Fios more than $120 for phone, basic ...
-
Yahoo Abandons Its Conservative Style, Appealing To A Younger Audience May 20, 11:17 a.m.
Search marketers can expect changes at Yahoo that influence the look and placement of paid-search ads ...
-
Search Data Creates Dominance May 17, 3:25 p.m.
Google mines data for future product ideas through connected screens and applications by tapping into everything ...
-
Why Search Marketers Should Follow Google From Search To Results Engine May 16, 2:59 p.m.
Content at the Google i/o conference fills the heads of developers with ideas about innovative and ...
-
How Google's Sensor Networks Affect Advertisers May 15, 12:58 p.m.
Google plans to deploy a series of sensors at the Google I/O developer conference that begins ...
-
Bing It On, Yahoo May 14, 3:02 p.m.
Oh, please. The reports that Yahoo wants to wiggle out of the 10-year deal with Bing ...
-
How Search Becomes The Building Blocks For Online Services May 13, 1:46 p.m.
When engineers build a product, they often begin with a reference design or kit, which contains ...
-
7 Steps To Better Video SEO May 10, 1:10 p.m.
YouTube released plans Thursday that allow channel producers to sell paid video subscriptions that will create ...
-
Money Doesn't Grow On Trees May 9, 11:54 a.m.
If you leave your printed coupons at home, don't want to pay for ink or waste ...
Excellent write up Laurie!
Kenshoo provides a powerful and flexible platform that fits in well with our other technologies, like our proprietary Artemis system, that will enable our teams be more efficient and effective. Data is the new planning, but with so much of it the challenge is to analyze it faster, extract maximum insight, and then turn around optimizations that will positively impact our clients businesses not just make pretty reports.
We think the combination of our people, technology, and processes combined with Kenshoo's people and technology is a winning partnership for our clients.
This evaluation took over 8 months across 6+ markets and involved a number of technologies. It was no small undertaking and required massive coordination. Kenshoo shined through out this process - it was no easy task for them to succeed in starting a relationship with Havas.
To end, I would just say that we didn't get pulled into this, but made a strategic move to position us and our clients for success in this ever changing world of digital advertising.