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Admonsters Behavioural
 

Admonsters Behavioural

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Admonsters presentation about behavioural targeting.

Admonsters presentation about behavioural targeting.

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    Admonsters Behavioural Admonsters Behavioural Presentation Transcript

    • Behavioural Targeting
      A deep dive
    • Our definition…
      An online advertising technology that analyzes a consumer’s past actions to determine the real-time placement of an advertising creative
    • A quick aside…
      Internet
    • It’s a REAL place
      iCrossing Network Map
    • Publishers embrace as audience extension opportunities, but sales force & agencies slow to transition
      Behavioral Targeting appears as a standard part of media plan
      Demand for more scale
      Networks are able to support brand advertising
      Behaviorally Targeted Ad networks were born
      MASS CONFUSION!
      10 Years of Behavioral Targeting
      EVENT
      IMPLICATION
      Behavioral Targeting launched in the US; Yahoo and Engage are the main players
      1999
      Failed to move forward due to privacy, data ownership issues and tech limitations
      On-Site Behavioral Targeting solutions for publishers are introduced
      2003
      2005
      2006
      2008
      Multiple companies claiming they offer Behavioral Targeting
      Audience Science
    • Key concepts…
      Audience segments
      User Interest
      Recency
      Frequency
      Purchasing Behavior
      Offline behavior
    • Segments
      How you ‘slice and dice’ your users
      Definitions derived by advertisers, your sales team, and you
      These are the “DNA” of Behavioral Targeting
      How do you describe the particular audience you’re after
      E.g.: People interested in purchasing a boat.
    • These are the KEY to making BT work
      Created by publisher
      Which sites and what key-value pairings
      How many visits/clicks qualify you
      Recency of activity
      Combined with other targeting
      Time of day, Declared, Frequency Capping, etc.
      Advertisers may (and will) ask for bespoke segments.
      Example: KW-TREE_HUGGERS-EXXON
      Behavioral Segments
    • Boat Purchasers
      How do you determine it?
      Keyword searches: Brand names; Common phrases; etc.
      Sites visited
      Recency
      Content interacted with
      Income
      Location
      Past purchases
      All of these can be or could be used…
    • Smart Segmenting – Top Tips
      Standard Segments
      What areas are most inventory constrained/sell out quickly
      What sections do you not have, but can build on such as environment/lifestyle
      Which audience clusters are highly demanded such as ABC1, High earners, etc
      Specific work place audiences, especially for non B2B sites
      Bespoke Segments
      Are highly valuable and client specific, normally built in response to agency briefs
      Provide ability to reach audience segments based on very niche behaviors (targeting a specific movie launch/concert event)
      Combining a number key elements from the standard segments
      Layering Solutions
      Combine multiple rules to expand the size of the audience, while keeping the audience segment relevant
      Finding the optimum balance between reach and relevance
    • Other Key Targeting Terms
      Declared & Inferred
      Inferred
      IP/Geo Targeting (Digital Envoy/Akamai)
      Physical Location (DMA/Zip)
      SIC/Company Type
      Work/Home/School
      Time of Day
      Declared
      Age/Sex/Occupation/etc.
      Why don’t these meet our definition of behavioral targeting?
    • Other Key BT Terms
      Re-targeting
      Search/Keywords
      Clickers on Ad Creative
      Clickers on Site Content
      Views of Site Content
      Predictive
      Uses offline surveys and data
      Purchase Intent
    • Sample BT Campaigns
      A Direct Campaign
      A Brand Campaign
      Car Loan
      People who have visited car review sites
      In the last 14 days
      At least twice
      Who are prone to online purchasing
      Ford F150 Truck
      Men who visit sports or “lads” sites
      In the last 42 days
      At least 5 times
      Who make more than $50k
    • We’re targeting the USER not the CHANNEL for the first time!
    • So what?
    • The “Funnel”
      Users, people browsing
      People who may be
      interested in your product
      Consumers looking for
      a purchase, researching
      Traditional Media Planning
      Ready to buy
      Purchasing
    • The “Funnel”
      Users, people browsing
      People who may be
      interested in your product
      Consumers looking for
      a purchase, researching
      With BT
      Ready to buy
      Purchasing
    • BT Growth
    • Why marketers are exciteda case in point
      Assume:
      Item Costs $20.00 on client’s site
      Acquisition (post-click) rate is 5%
      Scenario 1: A Traditional Buy
      10M Untargeted Impressions @ $0.50 CPM ($5,000)
      CTR of %0.1 10,000 Clicks
      500 purchases
      $10,000 in Sales or a 100% ROI
      Scenario 2: A Targeted Buy
      5M Targeted Impressions @ $1.50 CPM ($7,500)
      CTR of %1.5 75,000 Clicks
      3,750 purchases
      $67,500 in Sales or an 800% ROI
    • Growth of BT v. Display
      ?
    • $3.8 BILLION
      in 2011
    • Vendor Landscape
    • A Crowded Field…
    • With some consolidation…
      Each company has also developed in-house BT solutions over the years…
    • ‘BT’ IN PRACTICE
      Looking Under the Hood
    • A publisher use case
      You can increase yield on areas of site that are not in such high demand or have heaps of inventory
    • Reach
      CPM
      A very simple graph…
    • Reach
      CPM
      A very positive result…
    • Relatively small inventory, high CPM & sell through
      $4.00 CPM
    • Lots of inventory, low CPM and sell through
      $1.00 CPM
    • Lots of inventory, low CPM and sell through
      $2.50 CPM
    • Two Big Wins
      Create “demand smoothing” across properties
      Begin to raise CPM on traditionally undersold areas
    • An agency use case
      Mine the Gold, not the Ore
      Old School: Media planner says “Where do I buy to get High earning males 18 – 34 in major urban areas”
      Channels
    • An agency use case
      Mine the Gold, not the Ore
      New School: Media planner says “I want to buy high earning males 18 – 34 in major urban areas”
      Buying PEOPLE* not channels
      *Browsers
    • Other practical uses
      Why is BT so hot right now?
      Growth of user generated pages
      Leveraging ad networks
      Reaching toward the promise
      The “long tail”
      Speak the language of planners
    • How it works
    • How it works
    • How it works
      User visits a site
      Site B
      (e-mail)
      Site A
      (finance)
    • How it works
      JavaScript on Site
      ...DM_addToLoc("Site",escape("Telegraph")); DM_addToLoc("Level1",escape("money")); DM_addToLoc("Level2",escape("city_news")); DM_addToLoc("Level3",escape("industry_sectors”…
      Cookie On user (UserID)
      E06560_10189
    • Site creates a userID & cookie
    • Vendor creates a “segment” cookie
    • How it works
      User visits a site
      Cookie created and user ID created from site A
      Site B
      (e-mail)
      Site A
      (finance)
    • How it works
      User visits a site
      Site B
      (e-mail)
      Site A
      (finance)
    • How it works
      User visits a site
      Site B
      (e-mail)
      Site A
      (finance)
      Finance ad served…
    • In fact, it’s not the technology that’s complex, it’s managing it!
    • Best Practices
      Ad Operations
    • Key Challenges
      Inventory Management
      Maintaining & Managing Segments
      Integration with existing platforms
    • BT Champion
      Sales Team
      BT Vendor(s)
      Ad Server Vendor
      Ops Team
      (Ultimate) Behavioral Champion
    • Creating Segments
      Examine high-sell through inventory on site
      Create segments based on these sections
      Audience segments you have that don’t directly tie to any specific site content
      Golf fans or Environment
      Psychographic Sections
      “Silver Surfers”
      High Earners
      Recent Grads
    • Creating Segments
      Use bespoke segmentations carefully
      Never create a NEW segment when an existing one will do (clutter, confusion)
      Devise and evangelize CLEAR and CONSISTENT naming conventions
      KW-SILVER_SURFERS_J&J
      Not “johnson and johnson Q2 old campaign with search”
      Regularly scrub your segments!
    • Managing Segments
      Use an existing segment instead of creating duplicates when possible
      Name segments so they are easy to find
      Run periodic reports showing segments that haven’t been targeted within a given time frame (e.g. 6 months)
      Set standards for how big a segment should be before it makes the list of standard segments
      Set a threshold and force attrition when reached
    • A Note on Segments…
      As it is up to each publisher to create their own segment definitions they will vary site to site…
      This could cause issues for agency planners and advertisers down the road
    • Inventory Forecasting
      >
    • Inventory Forecasting
      Ensure you use wide enough segments
      The narrower the segment the more volatile your predictions
      Give bespoke segments time to “fill up”
      They won’t have any history when you first build them. Give them time before you commit to numbers
      If possible sell users not impressions
      Beware of overlaps – your ad system/forecasting system might not be
    • Pitfalls!
      Inventory Overlap
      +
      2X

    • Pitfalls!
      Inventory Overlap
      =
      +
      Combining two segments in an inventory forecast will never give you the sum of both segments! There is almost always SOME overlap.
    • A quick note on pricing
      Different Philosophies
      Targeted inventory = Segment Property
      Targeted inventory = Premium on delivered property
      Targeted inventory price calculated by supply and demand
      Sports Channel CPM = $15
      Sell a segment of sports users for +/- $15 regardless where it runs
      1
    • A quick note in pricing
      Different Philosophies
      Targeted inventory = Segment Property
      Targeted inventory = Premium on delivered property
      Targeted inventory price calculated by supply and demand
      ROS Sells for = $1
      Sell a segment of sports users on ROS for $2.50
      2
    • A quick note in pricing
      Different Philosophies
      Targeted inventory = Segment Property
      Targeted inventory = Premium on delivered property
      Targeted inventory price calculated by supply and demand
      Each segment’s price is dynamically calculated using a pricing system
      3
    • System Integration
      There is not a lot of integration between the 3rd party offerings and
      Inventory Platforms
      Order Management Systems
      Billing Systems
      You or your champion should work to determine workflow within your organization
    • Some Implementation Top Tips
      Get your tech team involved from the beginning (ad tags/CMS/structure)
      Involve your sales team in implementation
      Go to market with a pre-defined list of segments
      The most obvious initial segments will be those that extend your high-demand/high sell through inventory
    • Other Top Tips
      Ensure you always update your site metadata when new area launch
      Ensure consistency between key value pairings and segments across the site
      Be sure to enter at least the top 20% segments in your inventory DB
      Never look at BT on its own but as part of a holistic ad system
      It is NOT a silver bullet
    • In summary…
      Marketers are excited as BT can help fullfill the original promise of online
      It represents a true NEW way of advertising
      Growth is predicted to be HUGE
      Vendors are responding to this expect more and expect consolidation
      The technology itself is not super hard
      Managing it within your organization can be tricky
    • In summary…
      Have a Champion
      Be smart about your segments
      Be aware of inventory issues
      Involve all areas of your organization
      BT is NOT an island