These people might all appear similar – similarsocial class, similar age – and they are all music fans. But by developing anonymous profiles we can establish their different interests so one person might get an ad for a holiday in Thailand, one gets an ad for a car insurance one gets an ad for a new camera.[Talk about how profiles are developed and how we are one of a very small number of companies who have our own data gathering and profiling technology so have unique profiles to target] Again, more relevance means less wastage and better efficiency. Example later in pres - IVU
Transcript of "Paul Goad WEBIT, Turkey Oct 2012"
Digital Advertising Services October 2012REAL-TIME UNIQUE DYNAMIC BRANDING RESPONSE R E TA R G E T I N G D ATA - D R I V E N EFFICIENT SAFE
More data means more relevance Proprietary & confidential 2012
Data comes of age Basic Data Targeting, post-action management optimisation, optimisation and delivery RTB Interest, intent, Clicks, conversions, Audience contextual category, frequency, day part profiling, ‘lookalike’ demographic, geographic audience extension 2000 2008 2012 Proprietary & confidential 2012 3
More data means more efficiencyAudience segmentsInterest/intent targeting Use profile data for advanced Awareness Branding targeting. Profiling and extending audience Prospecting & targeting potential customersAudience extension ConsiderationLookalike targeting Performance Targeting in-market customers Use data to identify best Drive to site and maximum customers, optimise and find new optimisation to KPI prospects. Point OfRetargeting Purchase Effective for messaging site visitors Retargeting with dynamic but no prospecting ability. messaging Proprietary & confidential 2012 4
The Right Technology Profiling tech • Develop audience profiles and generate lookalikes – prospecting for new customers Data Management Platform • Manage own and 3rd party data Adserver and bidder • Use RTB to improve buying efficiency – especially retargeting Plus – the people to build and manage it • Computer engineers • Software developers • Data scientists Proprietary & confidential 2012 5
The Data MinefieldSupplier checklist• What unique data do you have?• How do you compile it – sources and touch-points?• What 3rd party data do you use?• Quality of data? Regional? Volume?• What RTB capability do you have?• What reporting is provided? Proprietary & confidential 2012
Digital Advertising Services THANK YOUREAL-TIME UNIQUE DYNAMIC BRANDING RESPONSE R E TA R G E T I N G D ATA - D R I V E N EFFICIENT SAFE
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