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Amping up your digital strategy with audience targeting
Amping up your digital strategy with audience targeting
Amping up your digital strategy with audience targeting
Amping up your digital strategy with audience targeting
Amping up your digital strategy with audience targeting
Amping up your digital strategy with audience targeting
Amping up your digital strategy with audience targeting
Amping up your digital strategy with audience targeting
Amping up your digital strategy with audience targeting
Amping up your digital strategy with audience targeting
Amping up your digital strategy with audience targeting
Amping up your digital strategy with audience targeting
Amping up your digital strategy with audience targeting
Amping up your digital strategy with audience targeting
Amping up your digital strategy with audience targeting
Amping up your digital strategy with audience targeting
Amping up your digital strategy with audience targeting
Amping up your digital strategy with audience targeting
Amping up your digital strategy with audience targeting
Amping up your digital strategy with audience targeting
Amping up your digital strategy with audience targeting
Amping up your digital strategy with audience targeting
Amping up your digital strategy with audience targeting
Amping up your digital strategy with audience targeting
Amping up your digital strategy with audience targeting
Amping up your digital strategy with audience targeting
Amping up your digital strategy with audience targeting
Amping up your digital strategy with audience targeting
Amping up your digital strategy with audience targeting
Amping up your digital strategy with audience targeting
Amping up your digital strategy with audience targeting
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Amping up your digital strategy with audience targeting

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Fact: Audience targeting is a hot trend in digital marketing. But more than just a buzz word, audience management platforms are a critical component to targeted, top-performing campaigns. The premise …

Fact: Audience targeting is a hot trend in digital marketing. But more than just a buzz word, audience management platforms are a critical component to targeted, top-performing campaigns. The premise is simple: increase the performance of your campaigns through better audience segmentation, stronger targeting, and more relevant and engaging creative that drives a user to take action.

In this 45-minute webinar presented by PointRoll and Legolas Media, learn how a major CPG brand navigated through the new world of audience targeting to find, better understand, and market to their consumers across multiple brands.

By viewing this webinar, you will:
• Gain a stronger understanding of audience management
• Understand how to leverage AMPs to boost campaign performance
• Learn how to apply lessons of a major CPG brand to your business

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  • 1. Amping Up Your Digital Marketing Strategy and Winning with Audience Targeting<br />YoavArnstein<br />Co-Founder, CEO<br />Legolas Media<br />yoav@legolas-media.com<br />Adam Harris<br />Director of Business & Corporate Development<br />PointRoll<br />aharris@pointroll.com<br />
  • 2. Let’s get interactive…<br />Ask Questions!<br />Follow @PointRoll & @Legolas_Media<br />Tweet along! #FindYourAudience<br />
  • 3. Today’s Goal:<br />To introduce a new and innovative way to drive online branding results using an audience driven end-to-end solution.<br />We will:<br />Discuss the new trend in Media Planning & Buying<br />Explore the opportunities and challenges for brands in this shifting marketplace<br />Walk through a case study & analyze the results<br />
  • 4.
  • 5. The Shift to Audience Buying<br />1. Sites <br />Sold on site specific, Channel or Run of Site/Network<br />Display Advertising Demand<br />2. Audience <br />Selected cookies targeted by data, behavior, geo & more<br />Display Advertising 2009 – 2011 ($ Billions) : <br />Source: JEGI<br />
  • 6. Publisher 3<br />Publisher 2<br />Publisher 1<br />User Profile 1<br />User Profile 2<br />User Profile 3<br />Geo, Demo, Behavioral<br />Geo<br />Geo<br />Geo<br />Demo<br />Geo/Demo<br />Geo/Demo<br />Nothing<br />Geo/Demo<br />Audience Management<br />Two Approaches to Audience<br />Pros<br /><ul><li>Single consumer view
  • 7. Data ownership
  • 8. Cross publisher strategy
  • 9. Creative Serving
  • 10. Centralized Analytics</li></ul>Cons<br /><ul><li>Longer term strategy
  • 11. Not leveraging proprietary publisher data</li></ul>Centralized around your defined audience segments<br />Leverage multiple data sources<br />Client-owned data<br />
  • 12. Ad Exchanges & RTB: The Good News<br />
  • 13. From a Closed Marketplace…<br />Reliance on Panel-based & Publisher data<br />Lack of transparency<br />Inefficient buying<br />
  • 14. …To Many Open Marketplaces<br />Bids $0.50<br />Bids $0.75 via Network…<br />Bids $0.60<br />AdSense<br />Publisher Impression<br />… becomes $0.45 bid<br />Buyer leverages data for impression selection<br />Transparent pricing<br />Efficient buying<br />
  • 15. Ad Exchanges & RTB: The Bad News for Brands<br />Ad Exchanges & RTB: The good news<br />
  • 16. Too Many Limitations for Brands<br />Minimal reach & spend forecasting<br />Limited scale with needs:<br />Ability to deploy rich media<br />Retain brand safety<br />Devaluation of content, context & engagement<br />Fragmentation of planning & buying<br />
  • 17. The Opportunity<br />
  • 18. Branding: Art Meets Science<br />
  • 19. The Solution<br />Leverage in-store data and audience intelligence for dynamic and targeted campaigns that drive brand effectiveness and lift sales<br />Audience Planning<br />Targeted Premium Inventory<br />Consolidated Spend Mgmt & Creative Messaging<br />Measurement<br />Pre-Planning<br />
  • 20. Case Study:Holistic Audience Approach Solving the CPG Marketing Dilemma<br />
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 28. Plan: Audience & Profile Management<br />1st Party <br />Audience Management Platform<br />PRIZM<br />Psych, Economics, Urban<br />Frequent Buyers<br />Demo<br />Lifestyles<br />Demo, Shopping behaviors, Lifestyles <br />In-store Purchase Panel<br />Look Alike Modeling<br />CPG’S AUDIENCE DATABASE<br />Yogurt Brand Profile<br />Competitive Buyers<br />Switchers<br />Females, 25 - 54<br />Within 15 Miles of a SmallMart store<br />
  • 29. Buy: Guaranteed Audience<br />Direct<br />Targeted<br />Accurate allocation<br />Rich Media support<br />Premium Publishers<br />Brand Safe<br />Transparent<br />Priority Access<br />
  • 30. Deliver: The Value of Dynamic Delivery <br />Cookie id: 12312<br />Data Vendors: V12<br />DataLogix<br />TargusINFO<br />Data Cost: $1.25 CPM<br />Product Brand Choices<br />Shaving Goods<br />Baking Goods<br />Body Wash<br />Description:<br />Sex: Male<br />Age: 45-50 <br />Geography: Los Angeles, Sober Valley Lodge Marital Status: Single<br />Consumer: Shampoo, Cookies, Lotion, Travel<br />
  • 31. Measure: Online Performance<br />X<br />X<br />X<br />
  • 32. Measure: Awareness & Offline Purchases<br />Real-time brand effectiveness study<br />In-store purchase lift analysis<br />
  • 33. ‘Winning’ for the CPG Client<br />
  • 34. Winning: Preliminary Results<br />Flawless delivery to budget allocations<br />Relevant brand & message for every impression<br />Significant cost savings year on year<br />Single bill for all media and creative across all publishers<br />Audience data owned & available in the future<br />
  • 35. Questions? Comments? <br />
  • 36. Learn More!<br />Just ask! – Contact your rep or info@pointroll.com<br />Check us out online – <br />PointRoll Blog: blog.pointroll.com<br />www.Legolas-Media.com <br />Facebook: www.facebook.com/PointRoll<br />Twitter: @PointRoll, @Legolas_Media<br />Thank you!<br />

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