The Power of RelevanceIt’s Time to Get Personal Ahmed Gamal-Eldien North Africa and Jordan Head of Sales Digital Marketing Arts conference and workshop, Cairo, on 10 Sep. 2012 1
Yahoo! INC 10.6 million visitors from 85% of the users visiting the Egypt portal daily Ranked #1 in MENA in Reaching 65% of MENA’s Entertainment, Women and Sports online population and #2 in NewsYahoo! Presentation, Confidential 2 9/13/2012
Evolution of Targeting on the Internet Early days Reality for years TodayWe have so much data we Lots of data, lots of Getting very close to one-can easily tailor every ad. targeting products, often to-one marketing (eg, BT One-to-one marketing without good results. and Dynamic Ads.) nirvana Great?
Relevancy Formal Definition: Pertinence to the matter at hand. (Merriam Webster Dictionary) What it means for Online Marketing: › The right message (or content) at the right time to the right person › Ability to engage a user with information meaningful to them › Ability for a brand to cultivate awareness and affinity based on a shared set of interests › Ability to engage with an audience based on purchase Intent for a product or service › Relevancy equals positive performance for advertisers
Topics Advertising › Targeting › Dynamic Ad Generation Content › Yahoo! Content Optimization Relevance Engine (CORE) Social › Social Content Bundles and Social Conversations
Relevancy through Targeting and Data Whatever kind of targeting – geographic, demographic, behavioural - it’s all smart, it’s all personal, and it’s all relevant. There’s no downside to any type of targeting, unless it doesn’t work. Tom Kelly | COO,Safecount, eMarketer interview, The main unit of currency for online advertising is data. David Hallerman | Senior Analyst, eMarketer People hold online to a higher standard for measurement but it truly is the most effective way to reach an audience. Ahmed Gamal-Eldien, 2012
Data for Ad Targeting Demographic Contextual Behavioral Geographic Target Audience Attitudinal Data Search Data Social Data 8
Primary Online Targeting Methods Contextual Targeting Audience Targeting Brokerage ad in Finance Mums A Fundamental Shift Advertisers spend more and more online as Targeting capabilities improve
The Basics Geographic Demographic Time-of-day Location data from Target specific audiences Serve up just the right activity on Yahoo! sites based on age, gender message at the time right and income. for the right user IP address Visitor registration data Helpful Tip Increase relevance and performance by targeting multiple geographic audiencessimultaneously with customised messages for each region
TARGETING ONLINE INCREASES ACCOUNTABILITY & EFFICIENCIES Direct Response User event Triggered Behavioral Targeting Sophistication of targeting Registered user interest Attribute based Targeting Time of Day / Week Demographic / GeographicMass Reach Contextual (property-based) Run of Network Audience-Targeted
Behavioural TargetingBehavioural Targeting allows you to target your ads to consumers whose recent behaviours online indicate that your product category is relevant to them Data Inputs + + + = Page views Search Search Clicks Ad Views & Clicks Behavioural TargetingEnhanced BT The ability to account for the intensity and recency of the user’s activity We can look at more than just past behaviors › What you’re doing right now is a stronger indicator of real interest › How often and how recently you searched, clicked or viewed will be taken into account › Purchase cycles are noted to develop these timeliness, with recent activities carrying more weight
Recency & Intensity Active now… …and with feeling While past behaviors factor into long term purchasing plans, what you’re doing right now is a stronger indicator of real interest. Soactivities are noted for timeliness, with recent activities carrying more weight.
Precision and Relevance Increase your success by: Reaching your audience in an environment and at a time that is relevant and carefully defined. Aligning your advertising messages with your audience’s passions and interests. Audience targeting is about getting your message in front of Consumers will look at a precise audience. It works personally relevant ads for 25 because it has relevance at its percent longer than ads that are heart. not personally relevant to them.
Breadth of categories… Yahoo! Maktoob 250+ different interest categories Relevance 13 vertical groupsFinance Automotive Travel FMCG Entertainment Retail Technology Sports Health Issues Telecoms Small Business Lifestages Miscellaneous
RETARGETING Continue the conversationSite retargetingReminding users who’ve been to yoursite of your offer and driving them back.You just need to place a Yahoo! pixel onyour homepage.Creative retargetingLeverage the investment you make inbranding campaigns by retargeting userswho’ve seen your ads to continue yourdialogue with them.Clicker retargetingTarget users who’ve clicked your ad, todraw them back to your key message. 16
Personalized Advertising ! Messages Right Audience Images Right Messages Products Right Products Right Drivers CTAs and Offers
Implications for AdvertisersTask Objective Relevance Targeting TypeNew Communicate new Personal Relevancy Behavioral TargetingProduct products to increaseLaunch/Fea engagement amongtures many consumersBranding Build Brand Contextual Relevancy Contextual targeting AwarenessBranding Build Brand Affinity Personal and Behavioral Targeting and Engagement Contextual Relevancy + Contextual TargetingDirect Drive to a specific Personal and Behavioral Targeting,Response conversion or online Contextual Relevancy Retargeting + action Contextual Targeting
The Power of Relevance Today Getting very close to one- to-one marketing Great?