International Campaigns – Why Biddable Media is the Answer - #BiddableWorld London 21.01.2014
International Campaigns – Why Biddable Media is the Answer Nandita Patkar – Head of Paid Search, Oban Multilingual Strategy Oban Multilingual's Nandita Patkar offered insights on how inherent characteristics of Biddable Media, combined with latest developments in the industry and markets, squarely set Paid Media as the right investment avenue for marketing multinational, online brands.
Published on: Mar 3, 2016
Transcripts - International Campaigns – Why Biddable Media is the Answer - #BiddableWorld London 21.01.2014
Why Biddable Media is the
Established in 2002, we’re now one of the market leading multilingual search agencies.
We operate globally in more than 30 markets optimising our client campaigns to markets and people
– not just languages.
Our ethos is to improve the performance of global websites and online platforms using local
knowledge and real cultural influence. It’s how the web works best – in-market.
We are anti-translation and anti-replication – because one size does not fit all.
Our unique combination of cultural search and cultural conversion delivers a consistent consumer
experience wherever the click happens.
We’re growing in size, client base and services.
Drive organic traffic globally.
Ethical, creative SEO in almost
any language or on any search
Oban delivers international PPC
in-market anywhere in the world.
We work every day to improve
the natural search and paid
search visibility of international
When cultural factors affect how
people behave online, we make
it our business to harness that
knowledge for yours.
Amplify overseas sales and
reach into new online markets
through the power of Oban
Empower your staff. Oban are
the official training supplier for
search courses. We can also
transfer our expert skills directly
through our tailored workshops.
Deliver the ultimate localised
social media experience in any
part of the world.
Expertly crafted multilingual
content marketing to support a
wider international search
Local search, globally
• Localised linguistics vs. translation creates authenticity
• We believe strongly in creating unique strategies per
• Our local teams understand market nuances, local search
linguistics and local consumer attitudes in a wide range of
• We deliver local insight from each market through
centralised strategy and account management
Proud to be working with
Clients trust us to deliver better digital campaigns globally. We work wherever business needs to be.
Go online to read more of our success stories to discover how we use local insights to get results in-
market. These are just some of the brilliant brands and businesses we work with.
Growth in ecommerce . Barriers to entry . Our challenge
Growth in ecommerce
$ 2 Trillion by 2016
18% growth rate
Increase in purchasing power
Rise of an affluent consumer
Growth is driven by
Hyper growth in demand for and adoption of digital technology
Tax, duties and other
Cultural approach to
Flexibility of reach –
Pay Per Click
Measurability – direct
Optimisation in real time
FOCUS ON CULTURE
Learn to immerse yourself in culture when you get to work!
Contextual and intent
Powerful 1st party insights:
• Behavioural factors
• Demographic data
Phrase Language Volume
cheap flights EN 4,400
cheap flight EN 880
voli low cost IT - EN 246,000
voli economici IT 33,100
offerte voli IT 22,200
compagnie low cost IT 14,800
Integrated with 3rd party
• Audience segmentation and
• Target and validate
Global brand values
Localised for cultural resonance
Different from winners
for SEO and direct traffic
40% increase in PPC
Offline data integration
Unique touch points per market
Invest based on value of interaction
Brazil – Business
US – Business
Integrated local strategy
Awareness Consideration Intent Decision
Stay true to tenets of Biddable
View of customer journey
Understand the local market
Set ‘people’ at the heart of brand
Website: www.obanmultilingual.com Telephone: +44 (0) 1273 704 434
Email: email@example.com Twitter: @ObanSearch