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

Business Technology

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

Centralized AnalyticsCons ,[object Object]

Not leveraging proprietary publisher dataCentralized around your defined audience segments Leverage multiple data sources Client-owned data

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

Case Study:Holistic Audience Approach Solving the CPG Marketing Dilemma

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Amping up your digital strategy with audience targeting

1. 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

2. Let’s get interactive… Ask Questions! Follow @PointRoll & @Legolas_Media Tweet along! #FindYourAudience

3. 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

5. 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

7. Data ownership

8. Cross publisher strategy

9. Creative Serving

10.

11. Not leveraging proprietary publisher dataCentralized around your defined audience segments Leverage multiple data sources Client-owned data

12. Ad Exchanges & RTB: The Good News

13. From a Closed Marketplace… Reliance on Panel-based & Publisher data Lack of transparency Inefficient buying

14. …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

15. Ad Exchanges & RTB: The Bad News for Brands Ad Exchanges & RTB: The good news

16. 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

17. The Opportunity

18. Branding: Art Meets Science

19. 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

20. Case Study:Holistic Audience Approach Solving the CPG Marketing Dilemma

21.

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28. 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

29. Buy: Guaranteed Audience Direct Targeted Accurate allocation Rich Media support Premium Publishers Brand Safe Transparent Priority Access

30. 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

31. Measure: Online Performance X X X

32. Measure: Awareness & Offline Purchases Real-time brand effectiveness study In-store purchase lift analysis

33. ‘Winning’ for the CPG Client

34. 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

35. Questions? Comments?

36. 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!

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