Amping up your digital strategy with audience targeting
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Amping up your digital strategy with audience targeting

on

  • 2,646 views

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

Statistics

Views

Total Views
2,646
Views on SlideShare
2,320
Embed Views
326

Actions

Likes
1
Downloads
47
Comments
0

1 Embed 326

http://blog.pointroll.com 326

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Amping up your digital strategy with audience targeting Presentation Transcript

  • 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
  • 4.
  • 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
  • 6. 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
    • 7. Data ownership
    • 8. Cross publisher strategy
    • 9. Creative Serving
    • 10. Centralized Analytics
    Cons
    • Longer term strategy
    • 11. Not leveraging proprietary publisher data
    Centralized 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.
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 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!