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Amping up your digital strategy with audience targeting
 

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

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