The White Label Pitch Deck

2020

The White Label
Pitch Deck

2020

Today’s Presenter

David McBee

Director of Training

What to expect from today’s training:

Spotlight Propellant
Media 2020 offerings

Teach you to tell the story of targeted advertising

Introduce downloadable, customizable white label pitch deck

A Programmatic Platform Uniquely Built For Increased Performance

Talk less about
the tactics.

Start talking about
the audience.

TRADITIONAL ADVERTISING

TARGETED ADVERTISING

Ads that reach relevant users

Ads wasted on uninterested users

Advertiser Name
Sales Rep’s Name
Sales Rep’s Contact Information Date

IT ALL STARTS WITH DATA

Our audience targeting solutions are uniquely architected to enable highly localized planning, execution and attribution.

Scale | Precision | Performance

BEHAVIORAL

  • Keyword–Level Search Retargeting
  • Keyword-Level Contextual Targeting
  • Category Contextual Targeting
  • Site Retargeting
  • 3rd Party DMP segments
  • 1st Party data onboarding

PAUSE

LISTEN

TAKE NOTES

Get them thinking
beyond the obvious.
Use a story to open
their mind.

IT ALL STARTS WITH DATA

Our audience targeting solutions are uniquely architected to enable highly localized planning, execution and attribution

Scale | Precision | Performance

BEHAVIORAL

  • Keyword–Level Search Retargeting
  • Keyword-Level Contextual Targeting
  • Category Contextual Targeting
  • Site Retargeting
  • 3rd Party DMP segments
  • 1st Party data onboarding

LOCATION

  • Mobile geo-fencing
  • Event targeting audiences
  • Conversion zone visit measurement
  • Ongoing AB visitation lift reporting

PAUSE

LISTEN

TAKE NOTES

IT ALL STARTS WITH DATA

Our audience targeting solutions are uniquely architected to enable highly localized planning, execution and attribution

BEHAVIORAL

  • Keyword–Level Search Retargeting
  • Keyword-Level Contextual Targeting
  • Category Contextual Targeting
  • Site Retargeting
  • 3rd Party DMP segments
  • 1st Party data onboarding

LOCATION

  • Mobile geo-fencing
  • Event targeting audiences
  • Conversion zone visit measurement
  • Ongoing AB visitation lift reporting

DEMOGRAPHIC

  • Household-level addressable
  • Commercial address addressable
  • 500+ variables via “and/or”
  • Zip+4 household reporting
  • Multi-location conversion zone reporting

Scale | Precision | Performance

ADVERTISERS HAVE BEEN TARGETING
PROSPECTS BASED ON DEMOGRAPHICS FOR YEARS

A PEEK AT PROPELLANT MEDIA ADDRESSABLE AUDIENCE CURATION

Select from over 500 offline data variables to further refine your audience, in real-time. Data variables range from demographics, financial, buying behavior, interests, hobbies, and more.

Utilize full Boolean capabilities to curate your audiences across an unlimited number of combinations of variables from which you can choose to include or exclude in your audience.

DO THEY HAVE A CRM OR MAILING LISDO THEY HAVE A CRM OR MAILING LIST?

CREATIVES

DISPLAY

TOP SIZES: 300x250, 728x90, 160x600, 300x50, 320x50 CREATIVE FORMATS: HTML5, .CSS, .JS, HTML, .GIF, .PNG, .JPG, .JPEG

There are more than 30 supported display ad units for in-browser and in-app delivery including interstitial, companion, and dynamic carousel units for automotive. Select rich media units are accepted and most 3rd party tags are supported.

NATIVE

FACEBOOK: 600x315, 1200x628 NATIVE: 1200x627, 1200x628, 600x315

1. Headline: 25 character max (including spaces)
2. Body: 90 character max (including spaces)
3. CTA: 15 character max (including spaces) Destination URL

VIDEO & OTT/CTV

OTT/CTV: 15: 0-15 seconds
30: 15-30 seconds
60: 30-60 seconds

IN-BANNER VIDEO: max 30 sec
FACEBOOK VIDEO: max 45 min

1. Skippable and non-skippable
2. Dimensions: 1920x1200px, 1920x1080px
3. Audio Bitrate: 160 kbps or higher
4. Video Bitrate: 5.4 mbps or higher
5. Preferred format: mp4 (h.264)
6. Max video file size: 200MB Limit.
7. Validation will prevent a larger video from being uploaded

Customer Value

AOV: AVERAGE ORDER VALUE

Total Revenue ➗ Total Orders = AOV

PF: PURCHASE FREQUENCY

Total Orders ➗ Unique Customers = PF

CV: CUSTOMER VALUE

AOV x PF = CV

CAL: Customer Average Lifespan

Number of years client will return = CAL

CLV: CUSTOMER LIFETIME VALUE

CV x CAL = CLV

CLP: CUSTOMER LIFETIME PROFIT

CLV x % of sale that is profit = CLP

TACTICS OVERVIEW

This section of the proposal is intended to share with you how we will execute targeting your relevant audience.

TO TALK TACTICS OR NOT?

WEBSITE RETARGETING

Serve your ad to consumers who have visited select pages on your website previously.

OUR DIFFERENTIATORS

  • Ability to enable bidding, reporting, and optimization down to the smallest data element such as products, categories, or even pages viewed
  • Cross-device delivery for display and video
  • Tag management capabilities, allowing a single tag on universal footer
  • Audience expansion capabilities
  • Ability to place conversion pixels for form fill, cart purchases, etc.

KEYWORD-LEVEL SEARCH RETARGETING

Serve your ad to consumers based on the keywords that have been entered into a website or search engine search query with variable recency ranging from instant to thirty days.

OUR DIFFERENTIATORS

  • Proprietary page level web crawler
  • More impressions and lower cost per click on high CPC keywords
  • Competitor conquesting with no quality score impact
  • Unlimited number of keywords supported
  • Target in more than 300 languages within content
  • Phrase match keyword methodology
  • Cross-device delivery for display and video
  • Available on OTT/CTV campaigns
  • The only true keyword level bidding, optimization & reporting

Category Contextual Targeting

Serve your ad to consumers based on subjects currently or previously viewed.

Our Differentiators

  • Proprietary page level web crawler
  • Proprietary classification engine
  • Target across 400+ IAB categories & sub-categories
  • Recency settings from instant to 30 days

Geo-Fencing – Competitors

Target customers who are currently visiting or previously visited one of your competitor’s locations within the last thirty days.

Our Differentiators

  • Built on programmatic infrastructure for superior scale
  • Advanced precision with unstructured GPS location data
  • Geo-Fences can be drawn in custom shapes
  • No minimum fence size
  • Cross-device delivery in-app and in-browser
  • Measure foot traffic conversions with custom attribution settings
  • Determine which foot traffic was naturally converted vs. influenced by an ad with our Geo-Conversion Lift metrics
  • Can support 3rd party measurement tags from Cuebiq & Placed

Geo-Fencing Audience Rich Locations & Events

Custom built geo-fences around audience rich locations unique to your specific campaign allow you to  deliver ads while users are within the defined area or up to thirty days after the visit.

Our Differentiators

  • Built on programmatic infrastructure for superior scale
  • Advanced precision with unstructured GPS location data
  • Geo-Fences can be drawn in custom shapes
  • No minimum fence size
  • Cross-device delivery in-app and in-browser
  • Measure foot traffic conversions with custom attribution settings
  • Determine which foot traffic was naturally converted vs. influenced by an ad with our Geo-Conversion Lift metrics
  • Can support 3rd party measurement tags from Cuebiq & Placed

Geo-Fencing – Customer Loyalty

Reach customers with ads who have previously been to your brick and mortar location with promotional and loyalty offers.

Our Differentiators

  • Built on programmatic infrastructure for superior scale
  • Advanced precision with unstructured GPS location data
  • Geo-Fences can be drawn in custom shapes
  • No minimum fence size
  • Cross-device delivery in-app and in-browser
  • Measure foot traffic conversions with custom attribution settings
  • Determine which foot traffic was naturally converted vs. influenced by an ad with our Geo-Conversion Lift metrics
  • Can support 3rd party measurement tags from Cuebiq & Placed

Household Addressable Geo-Fencing (Demo)

Household Addressable give you the ability to build and activate a custom household-level audience using more than 500 offline data variables for inclusion or exclusion via full Boolean capabilities.

Our Differentiators

1. Target locations can range from from National to Zip Code
2. Audiences can be filtered by Land Use/Property Type
3. Audiences can be filtered by more than 500 offline data points
4. Audiences can be filterered by frequent and infrequent visitors
5. Audience counts are updated in real-time as the audience is created
6. Built on programmatic infrastructure for superior scale
7. Advanced precision with unstructured GPS location data
8. Cross-device delivery in-app and in-browser
9. Measure foot traffic conversions with custom attribution settings
10. Determine which foot traffic was naturally converted vs. influenced by an ad with our Geo-Conversion Lift metrics
11. Can support 3rd party measurement tags from Cuebiq & Placed

Household Addressable Geo-Fencing (Client List)

Upload and convert physical address list to household level audiences with our proprietary addressable geo-fencing technology.

Our Differentiators

  • Highly precise targeting based off of plat line data from property tax and public land surveying info.
  • Near 100% address list to household plat match rate.
  • Advanced precision with unstructured GPS location data
  • No data onboarding or storage fees.
  • Highly scalable. Up to 1 MM physical addresses can be targeted per campaign.
  • Improved accuracy and reach over IP-based solutions.
  • Provides foot traffic attribution. Conversion Zones can be used to track uplift in foot traffic.
  • Can support 3rd party measurement tags from Cuebiq & Placed.
  • Improves performance of addressable TV, direct mail, and other campaigns that target specific households by extending their reach, improving their frequency, and providing attribution.
  • Personalized creative capabilities based on address level intelligence.
  • Granular reporting of campaign performance based on ZIP+4.
  • Cross-device capabilities.
  • Audiences are updated on a daily basis.

Your Relevant Audience

1

People who have visited your website

2

People who are searching for or reading content related to what you offer

3

People who visit websites that are categorically relevant to your business

4

People who are visiting your competitors or other audience rich locations (including events)

5

People who have visited your store or are on your list

6

People whose demographic data and/or offline purchase history is that of your ideal prospect

Ads are delivered on thousands of apps, websites and OTT/CTV channels across devices

Mobile Phone & Tablet

All or select operating systems:
  • In-browser
  • In-app

Desktop

All or select browsers:

  • In-browser

Connected Television

Our Cross-Device Identity Graph

We use our own heuristics along with leading third party solutions like Intent IQ to identify and unify users across devices.  These proven methodologies use a combination of deterministic (100% accurate) and probabilistic (96% accurate) methodologies. 

IT ALL STARTS WITH DATA

SVOD

Subscription Based
Video on Demand

Sample List*
  • Netflix
  • Amazon Prime Video
  • HBO Max
  • CBS All Access
  • Disney+
  • Apple TV+
  • Sky
  • Showtime Anytime
  • AT&T TV Now
  • ESPN+
  • Fubo TV
  • Hulu
  • Sling TV
  • Starz
  • YouTube TV

AVOD

Ad-supported Video on
Demand

Sample List*
  • Pluto
  • Newsy
  • Discovery
  • History
  • HGTV
  • TLC
  • A&E
  • Fox News
  • CBSi
  • Univision
  • Ceddar TV
  • Buzzfeed
  • Popcornflix
  • USA Network
  • Fox News
  • CNN Go
  • Xumo
  • LifeTime
  • Travel Channel
  • NBC Today
  • DailyMotion

Ask the advertiser about their experience with targeted ads.

Temperature check. Redirect the pitch.

Expectations & Reporting

This section of the proposal is intended to share with you how we will measure the impact of your campaign.

Reporting metrics

  • Foot Traffic Conversions
  • Foot Traffic Lift
  • Spend
  • Impressions
  • Clicks
  • Actions
  • CTR
  • CPM
  • CPC
  • CPA
  • Budget

Committed to complete pricing and delivery transparency (keywords, websites, apps, geo-fences, etc.)

  • Ad File Type
  • Audience Insights (Demographics)
  • Goal Type
  • Daily Spend
  • Max Bid
  • Media CPM
  • Behavioral Cost
  • View Through Visits
  • Click Through Visits
  • Total Visit Rate
  • Daily Total Conversion Zone Visits
  • Geo-Conversion Lift
  • Video Completion Rate
  • And much more…

To protect both advertisers & consumers all household-level addressable campaigns roll reporting up to carrier route level:  Zip Code + XXXX.

Export to following file formats:

  • Ad File Type
  • Audience Insights (Demographics)
  • Goal Type
  • Daily Spend
  • Max Bid
  • Media CPM
  • Behavioral Cost
  • View Through Visits
  • Click Through Visits
  • Total Visit Rate
  • Daily Total Conversion Zone Visits
  • Geo-Conversion Lift
  • Video Completion Rate
  • And much more…

Have a conversation about how CTR is not the success metric in display that it is in SEM.

Reporting metrics

  • Foot Traffic Conversions
  • Foot Traffic Lift
  • Spend
  • Impressions
  • Clicks
  • Actions
  • CTR
  • CPM
  • CPC
  • CPA
  • Budget

Committed to complete pricing and delivery transparency (keywords, websites, apps, geo-fences, etc.)

  • Ad File Type
  • Audience Insights (Demographics)
  • Goal Type
  • Daily Spend
  • Max Bid
  • Media CPM
  • Behavioral Cost
  • View Through Visits
  • Click Through Visits
  • Total Visit Rate
  • Daily Total Conversion Zone Visits
  • Geo-Conversion Lift
  • Video Completion Rate
  • And much more…

To protect both advertisers & consumers all household-level addressable campaigns roll reporting up to carrier route level:  Zip Code + XXXX.

Export to following file formats:

  • Excel 2007+ Spreadsheet
  • Tab-Separated Text
  • .CSV (Comma Separated Value)
  • JSON
  • HTML
  • Markdown
  • .PNG (for visualization)

Explain Lift to savvy clients.

Reporting metrics

  • Foot Traffic Conversions
  • Foot Traffic Lift
  • Spend
  • Impressions
  • Clicks
  • Actions
  • CTR
  • CPM
  • CPC
  • CPA
  • Budget

Committed to complete pricing and delivery transparency (keywords, websites, apps, geo-fences, etc.)

  • Ad File Type
  • Audience Insights (Demographics)
  • Goal Type
  • Daily Spend
  • Max Bid
  • Media CPM
  • Behavioral Cost
  • View Through Visits
  • Click Through Visits
  • Total Visit Rate
  • Daily Total Conversion Zone Visits
  • Geo-Conversion Lift
  • Video Completion Rate
  • And much more…

To protect both advertisers & consumers all household-level addressable campaigns roll reporting up to carrier route level:  Zip Code + XXXX.

Export to following file formats:

  • Excel 2007+ Spreadsheet
  • Tab-Separated Text
  • .CSV (Comma Separated Value)
  • JSON
  • HTML
  • Markdown
  • .PNG (for visualization)

Reporting Visualizations

Tables

COLUMN GRAPHS

BAR GRAPHS

SCATTER PLOTS

LINE GRAPHS

AREA GRAPHS

PIE CHARTS

HEAT MAPS

SINGLE-VALUE

DONUT MULTIPLES

Create visualizations to make data easier to consume, use, interpret, analyze, find trends, etc.

Advertiser should measure:

1

People who have visited your website

2

People who are searching for or reading content related to what you offer

3

People who visit websites that are categorically relevant to your business

4

People who are visiting your competitors or other audience rich locations (including events)

5

People who have visited your store or are on your list

6

People whose demographic data and/or offline purchase history is that of your ideal prospect

Let’s recap

The Value of Data

  • Behavioral keyword data, including websites visited and keywords searched and found within the context of a person’s web browsing history.
  • Location data derived from GPS and beacon-verified bid stream data.
  • Addressable data including the advertiser’s first party data and our demographic and interest-based data based on offline purchases and publicly available records.

Targeting Tactics

  • Website Retargeting
  • Keyword-Level Search Retargeting
  • Keyword-Level Contextual Targeting
  • Category Contextual Targeting
  • Geo-Fencing – Competitor Conquesting
  • Geo-Fencing – Audience Rich Locations and Events
  • Geo-Fencing – Customer Loyalty
  • Household Addressable Geo-Fencing AKA Demographic Targeting
  • Addressable Geo-Fencing First Party Address Data

Expectations

  • Foot Traffic Conversions
  • Foot Traffic Lift
  • Spend
  • Impressions
  • Clicks
  • Actions
  • CTR
  • CPM
  • CPC
  • CPA
  • Budget
  • Transparency of keywords, websites, apps and OTT/CTV delivery

Take a short break to prepare a custom proposal or present something you prepared in advance.

The Proposal

This section of the proposal is intended to provide a plan based on your goals and how we can leverage the tactics to help you achieve them.

Pitch a “flexible campaign” made with a blend of tactics.

Highlight that a “flexible campaign” can be optimized to the best tactic or set of tactics.

Your Relevant Audience

1

People who have visited your website

2

People who are searching for or reading content related to what you offer

3

People who visit websites that are categorically relevant to your business

4

People who are visiting your competitors or other audience rich locations (including events)

5

People who have visited your store or are on your list

6

People whose demographic data and/or offline purchase history is that of your ideal prospect

What if the advertiser wants to pick and choose?

The Blended Campaign

INCLUDE TACTIC? TACTICS GEO-TARGETING START DATE END DATE CREATIVE IMPRESSIONS CPM COST
Website Retargeting
NA
enter start date
enter end date
enter mobile, display, video, *OTT ad sizes
enter impressions or leave open if flexible
$X.XX
$X.XX
Keyword Level Search Retargeting
enter geo-targeting
enter start date
enter end date
enter mobile, display, video, OTT ad sizes
enter impressions or leave open if flexible
$X.XX
$X.XX
Keyword Level Contextual Targeting
enter geo-targeting
enter start date
enter end date
enter mobile, display, video, OTT ad sizes
enter impressions or leave open if flexible
$X.XX
$X.XX
Category Contextual Targeting
enter geo-targeting
enter start date
enter end date
enter mobile, display, video, OTT ad sizes
enter impressions or leave open if flexible
$X.XX
$X.XX
Geo-Fencing Competitor Conquesting
NA
enter start date
enter end date
enter mobile, display, video, OTT ad sizes
enter impressions or leave open if flexible
$X.XX
$X.XX
Geo-Fencing Audience Rich Locations
NA
enter start date
enter end date
enter mobile, display, video, OTT ad sizes
enter impressions or leave open if flexible
$X.XX
$X.XX
Geo-Fencing Event Targeting*
NA
enter start date
enter end date
enter mobile, display, video, OTT ad sizes
enter impressions or leave open if flexible
$X.XX
$X.XX
Geo-Fencing Customer Loyalty**
NA
enter start date
enter end date
enter mobile, display, video, OTT ad sizes
enter impressions or leave open if flexible
$X.XX
$X.XX
Household Addressable Geo-Fencing (Demo Targeting)
NA
enter start date
enter end date
enter mobile, display, video, OTT ad sizes
enter impressions or leave open if flexible
$X.XX
$X.XX
Household Addressable Geo-Fencing (Address List)
NA
enter start date
enter end date
enter mobile, display, video, OTT ad sizes
enter impressions or leave open if flexible
$X.XX
$X.XX
enter total impressions
$X.000

The Blended Campaign

1

People who have visited your website

2

People who are searching for or reading content related to what you offer

3

People who visit websites that are categorically relevant to your business

4

People who are visiting your competitors or other audience rich locations (including events)

5

People who have visited your store or are on your list

6

People whose demographic data and/or offline purchase history is that of your ideal prospect

GEO-TARGETING START DATE END DATE CREATIVE IMPRESSIONS CPM COST
NA
enter start date
enter end date
enter mobile, display, video, OTT ad sizes
enter impressions or leave open if flexible
$X.XX
$X.XX

How many impressions? How much budget?

Budget around Return on Investment.

Webinar available in Bullseye under My Courses > The COMPANY NAME Webinar Series

Download the 2020 White Label Pitch Deck

Available in For You To Modify For Your Own Pitches & Demos With Prospective Clients

Thank you

Please send your campaign-specific questions to your local COMPANY NAME
Account Manager.

Please send questions about training
to training@COMPANY NAME.

Do something awesome.

Digi-VUE Advertising Agency