The Power of Presence

Investing in content has never been so vital.

So what is Content Marketing?

Content Marketing is a wide and encompassing topic, being any material that a brand decides to produce. It forms as the basis of what makes a brand a brand. It is what differentiates, reinforces, informs and persuades consumers to be loyal to your brand.

In Content Marketing, we have three main types of media:

Owned media, is material that the brand has produced itself. This could be shooting a video or writing an article.

Earned media, is material about the brand produced by other people, but the brand hasn’t paid them to do this. This could be a magazine inviting a spokesperson from the brand for an interview, or when a blogger writes about them.

Paid media, is any form of advertising that the brand has directly paid for. This could be everything from billboards and television commercials, to Pay Per Click (PPC) ads on Google.

Until fairly recently, content was formulated and produced by disconnected departments, who didn’t talk to each other. Later, companies decided to create Editorial and Content Committees where the heads of department would debate which content would be released. This was a step in right the direction, but it was still hard to define a common ground to agree. Usually, the Head of Product would demand new content, and the other departments would just comply with the request.

Why owned media is an investment that needs to be made

While paid media is highly accountable and transparent all the way to the actual ROI, when one buys one impression, one click or an action (lead, order, etc.), whatever the business model might be, one can know exactly the turnover one would receive and can calculate the margin right away. The decision of whether to create the paid media content is therefore made easy thanks to very detailed metrics.

The main reason it is so hard to find common ground on why and which owned/earned content to create is that, while companies have the feeling that it needs to be done, they still have a lot of difficulties quantifying the cash value it brings.

The answer to this question lies in the analysis of the conversion funnel. Let’s take retail as an example. In 2015, UK consumers go through about 20 ‘touchpoints’ (or exposures) with the brand before actually purchasing anything. Now, when investing in Display, PPC or Social ads it’s common to see only 8 touchpoints before conversions, you know there is quantitative gap versus your market. Putting it back into the broader context of the internet, what we’re seeing is an increase in the number of touchpoints before conversion. Internet users are now expecting more and more engagement with brands. This is what we call the power of presence. If your company doesn’t take digital space, that’s a lost opportunity and another brand will take it. So what better way to compete than creating content that will become part of the conversion funnel organically without having to pay for each impression or click like in paid media?


How do I know what internet users expect?

Now that I know that content needs to be produced, how do I know what to produce?

Content is not only about selling and generating conversions. Content is important at any point of the conversion funnel. Content is relevant for everything from persuading you to buy the product, to instructions and after sales support.

It’s about mapping out what internet users expect and responding to it.

First, we analyse the behavioural data via our client’s web analytics tool. Here are some of the questions we ask ourselves:

  1. What kind of audience are coming to the website? Are they in line with who are actually buying in the end?
  2. Where do we see high bounce rates?
  3. Where do people leave the website? Are they coming back afterwards? Where did they go? Did they leave because they didn’t find a specific answer, that they found elsewhere? Or is it just part of the normal conversion funnel (e.g. we’re in the benchmark phase)?

If there is not enough data on the website, you might consider doing a quick research, i.e. surveying what look-a-likes (an audience with the same characteristic as yours) want to see from you.

These lead to the project questions:

  • How much informative content do we need?
  • How much inspiring content? What format?
  • How much content on what to buy and how to buy it?

This is the qualitative gap analysis.

How do I track the impact?

This is the most interesting part, because for some reason marketers are looking for a quick ROI from the content they produce. But then you might ask yourself, why do I do TV? Do I really sell from it? You might do. But isn’t TV more about brand recall and awareness?

Different content is created with different intentions, and not everything is just about sales. Some pages exist as a bridge to something else. Some rich media such as videos can be about building brand recall, but others might be about how to use a specific product.

So once it is decided that content has to be created and what, it is now about knowing where this content will feature in the conversion tunnel. You will see the content everywhere, so more than one KPI needs to be taken into account. I suggest four:

  • ROI (to the likes of the ecommerce team!)
  • brand awareness / reach (to the likes of your PR team!)
  • engagement (to the likes of your social media team!)
  • lifetime value (to the likes of your CRM department!)

Here’s four easy ways to track it in your webanalytics tool:

  • ROI: number of sales generated from this content (last click) or where the content contributed to it (assisted conversions)
  • Brand Awareness / Reach: Page Views, Unique Visitors broken down per page views, New Customers per page views
  • Engagement: How many actions (others than buying) have been done as a result of seeing the newly created content. This could include newsletter opt-ins
  • Customer lifetime value: do active clients see this content and does this contribute to cross/upselling?

Assess your new content using the KPIs and you will see the incredible value brought to your customers and the company.

Finally, how do I pitch it to my management/board?

  • Is this ROI friendly? Yes as the cost is less than traditional marketing and generates lots of conversions over time
  • Is this good for engagement? Yes if SEO groundwork is done and the content is accessible on all main media like Google, Facebook and other social networks, YouTube and on the website too
  • Is this good for brand recognition? Yes, because content encompasses different formats including videos and you can generate repetition on highly memorable formats at lower costs than any other marketing activity.

Overall, content marketing is an absolute requirement in your marketing mix and Data is a must to do your gap analysis and focus your investment on the pieces of content that are expected by your target audience.



Native Gmail Ads launch in Adwords for all advertisers

Native Gmail Ads were formerly known as Gmail Sponsored Promotions (GSP) and were available in a separate platform for beta testing, however on 1st September GSP were re-launched in the Adwords platform and renamed Gmail Ads.
Alongside their announcement on the Adwords blog Google said:

“As we’ve developed Gmail ads, we’ve tested various formats to see what users find most engaging. One improvement we’ve made is to remove standard text ads from Gmail and show fewer, higher-quality native ads that integrate more seamlessly with the inbox experience.”

For those who are new to Gmail Ads, the ad has two main components:

  • The collapsed ad that aims to blend in with your Gmail inbox.
  • Once the collapsed ad is clicked it becomes an expanded ad unit which appears as a native ad taking over the full screen of the users’ inbox. In the expanded ad you can recreate your landing page, include videos, drive newsletter sign ups, add CTA buttons or use a multi-product format to link to individual products.

Article Ads2

Image source: Adwords blog


Gmail Ad examples: 

Gmail Ads GIF 8.31.15

Multi-product format below:

Article Ads


What’s new?

With the move to Gmail Ads and the Adwords interface there are changes in implementation, reporting and features available. Gmail Ads now uses the same nomenclature as other Adwords activities whilst these were different in the GSP platform e.g. a device was known as a client. Campaign managers may also be more comfortable using the standard Adwords interface rather than a separate platform. 

Below we have outlined additional updates to Gmail Ads:

  • Create ads through the “Ad Gallery” in Adwords and launch campaigns as a display campaign targeting as a placement
  • Use display targeting options: keywords, interests, topics, demographics and affinity audiences
  • Implement ad scheduling
  • Activate bid modifiers for certain locations and/or devices
  • Domain targeting is now applied through keyword targeting rather than the domain targeting section
  • Gmail users retain the ability to control the type of ads they are exposed to, meaning they can opt out of interest-based ads
  • Gmail reporting metrics have been included in Adwords:


article AdsGmail


Image source: Adwords interface


The impact on our clients

Following the recent update to Gmail Ads we have experienced the greatest impact on hospitality clients with an average uplift in CTR of almost 30% and CPCs reducing by 31%, the volume of clicks to expand the ad also increased by almost 40% from less than 10% higher impressions. With the same creatives and targeting in play we can attribute the uplift in performance to Google’s move to make Gmail Ads a more native experience and the removal of text ads, leading to a stronger CTR. 

The inclusion of native Gmail Ads directly in the Adwords interface was announced at the same time as Google launched their new logo which has overshadowed the update; nevertheless it’s an important change.  The update means Gmail Ads are now accessible for all advertisers and with costs still low it’s a great time for advertisers to discover and test the platform and different formats to learn what works for them.  

Additional notes:

  • Following the initial click to expand the collapsed ad all subsequent clicks (click to website, submit newsletter sign up, email save and forwards etc.) are free.
  • Gmail Ads do not appear in Gmail for work accounts.

NetBooster publishes its 2015 Half-Year Results

NetBooster (FR0000079683 – ALNBT – PEA-PME eligible), a leading independent European agency in digital performance marketing, today announces its Half-Year Results for 2015.

The consolidated revenue totalled €63.9m, amounting to growth of +8% in comparison with the figures for 30 June 2014. Furthermore, NetBooster achieved a Gross Margin of €17.2m, an increase of +1% compared to the same period in 2014.

On boarding of new blue chip clients such as Estée Lauder and Groupe SEB during the second quarter of 2015, positively impacted the P&L. Also, NetBooster is growing with existing clients such as Deutsche Telekom, by being the full service provider for them.

EBITDA increased to €2.1m, upfrom €1.7m in the same period in 2014 (+24%), profitability coming in at 12.2% (9.9% in the prior year). Restructuring efforts undertaken in 2014 led to a reduction in staff expenses during the first half of 2015.  

During the second quarter, €0.3m was accrued under Extraordinary Activities; as the management is close to reaching a settlement on an existing legal claim over the coming weeks.

Overall, profitability for the first half of 2015 is in line with Management’s expectations. Net income before goodwill amortization amounted to €0.6m; a year-on-year increase of 20%. Because of high goodwill amortization under French GAAP (€2.0m) reported net income came in at €-1.4m. 

2015-10-14 14_44_19-NetBooster - Half Year Results 2015 PR Final - English [Lecture seule] - Microso


As at 30th June 2015, the balance sheet showed a higher trade receivables and trade payables figures due to the increase in revenue. The Cash Flow was impacted by the Company’s Share Buyback programme (mainly for future acquisitions) of €0.8m, which led to a slightly lower cash position at €4.4m (same period in 2014: €4.7m).


Based on the new clients, NetBooster is confident to accelerate the growth in Q3 and Q4 and is optimistic to reach the EBITDA target of minimum € 5.5m.



This press release contain forward looking statements including statements regarding NetBooster’s management intent, belief or current expectations with respect to NetBooster’s businesses and operations, market conditions, results of operation and financial condition, specific provisions and risk management practices. These statements are based on the current expectations and assumptions of NetBooster’s management and they are, therefore, subject to risks and uncertainties. Many factors can impact NetBooster’s results and performance, thus forecasts and hypothetical examples are subject to uncertainty and contingencies outside NetBooster’s control. Results and performance can be materially different from any future results or performance that may be expressed or implied by the forward looking statements contained in this press release. NetBooster does not undertake to implement any of the actions and operations that may be described in the forward looking statements. Moreover, we remind you that past performance is not a reliable indication of future performance.

This press release, including forecast financial information, should not be considered as advice or recommendation to investors or potential investors in relation to acquiring, selling or transfer by any means NetBooster’s securities. Before acting on any information included into this presentation, one should consider the appropriateness of the information, any relevant offer document and especially should seek for independent financial advice. It is reminded that all securities involve financial risks.

About NetBooster Group |

NetBooster isa leading independent European agency in digital performance marketing that makes its comprehensive expertise of digital marketing available to its clients to achieve the best possible performance for their investments. The agency invests in technology and covers the entire chain of online marketing through its European network: search engine optimisation and marketing, data and analytics (DnA), GroundControl Technology, display, affiliation, online media, creation, eCRM and social networks, with a recognised expertise in tomorrow’s digital marketing (Social Media, Video, Ad Exchange, etc.).  Shares in NetBooster are traded on the NYSE Alternext Paris.

Financial Communication  
Alexia Cassini (Group Communication Manager)
NetBooster S.A.
Tel. 00 33 (0)1 40 40 27 00

Press Contact
Caroline Carmagnol / Wendy Rigal
Tel. 00 33 (0)1 44 54 36 66