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 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

  1. 1. Amping Up Your Digital Marketing Strategy and Winning with Audience Targeting<br />YoavArnstein<br />Co-Founder, CEO<br />Legolas Media<br /><br />Adam Harris<br />Director of Business & Corporate Development<br />PointRoll<br /><br />
  2. 2. Let’s get interactive…<br />Ask Questions!<br />Follow @PointRoll & @Legolas_Media<br />Tweet along! #FindYourAudience<br />
  3. 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 />
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  5. 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. 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. 7. Data ownership
  8. 8. Cross publisher strategy
  9. 9. Creative Serving
  10. 10. Centralized Analytics</li></ul>Cons<br /><ul><li>Longer term strategy
  11. 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. 12. Ad Exchanges & RTB: The Good News<br />
  13. 13. From a Closed Marketplace…<br />Reliance on Panel-based & Publisher data<br />Lack of transparency<br />Inefficient buying<br />
  14. 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. 15. Ad Exchanges & RTB: The Bad News for Brands<br />Ad Exchanges & RTB: The good news<br />
  16. 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. 17. The Opportunity<br />
  18. 18. Branding: Art Meets Science<br />
  19. 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. 20. Case Study:Holistic Audience Approach Solving the CPG Marketing Dilemma<br />
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  28. 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. 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. 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. 31. Measure: Online Performance<br />X<br />X<br />X<br />
  32. 32. Measure: Awareness & Offline Purchases<br />Real-time brand effectiveness study<br />In-store purchase lift analysis<br />
  33. 33. ‘Winning’ for the CPG Client<br />
  34. 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. 35. Questions? Comments? <br />
  36. 36. Learn More!<br />Just ask! – Contact your rep or<br />Check us out online – <br />PointRoll Blog:<br /> <br />Facebook:<br />Twitter: @PointRoll, @Legolas_Media<br />Thank you!<br />