Behavioural Targeting: Audience based Advertising
Introduction   <ul><li>What is behavioral targeting (BT)? Anonymously targeting web users based on observed previous behav...
Pro’s and Con’s of Behavioural Targeting <ul><li>Target people, not pages </li></ul><ul><li>Narrowcasting as opposed to br...
Ways of delivering Behavioural Targeting  <ul><li>While all forms of behavioural targeting are based on the same principle...
How Behavioural Works
Publisher Based  <ul><li>Individual publishers track and segments based on users 1) surfing behavior and/or 2) registratio...
Publisher Case Study <ul><li>Guardian unlimited, leveraging Revenue Science targeting  </li></ul><ul><li>platform provides...
Publisher Case Study <ul><li>Leveraging MSN Passport registration data, keyword  </li></ul><ul><li>search behavior, site v...
Network Based  <ul><li>Networks track and segments based on users aggregated from different sites based on their surfing b...
Publisher Case Study <ul><li>Tacoda leverages site visitation behavior of its users and  </li></ul><ul><li>sites against 3...
Computer Based  <ul><li>Track and segment users based on site visitation captured by application downloaded by user (opt-i...
Publisher Case Study <ul><li>Utarget provides access to over 650 UK publishers  </li></ul><ul><li>delivering a series of r...
Ad-Server  <ul><li>Segment and target users based on cookie data collected through 1) front-end ad server - e.g. ATLAS or ...
Re-Targeting (Network or Ad Server) <ul><li>User visits bt.com/btvision </li></ul><ul><li>Clicks on flash panel, with an e...
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Introduction to Behavioural Marketing & Advertising

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Presentation providing an overview on the different approaches to behavioural targeting online

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Introduction to Behavioural Marketing & Advertising

  1. 1. Behavioural Targeting: Audience based Advertising
  2. 2. Introduction <ul><li>What is behavioral targeting (BT)? Anonymously targeting web users based on observed previous behavior </li></ul><ul><li>Behavioral Targeting is a rule based model - e.g. if user does x, present them with y – based on applying recency and frequency (RF) to consumer data acquired over time </li></ul><ul><ul><li>Recency: how recently a user has performed an action </li></ul></ul><ul><ul><li>Frequency: how often a user has performed an action </li></ul></ul><ul><li>Behavioural Targeting works on the basis of three questions: </li></ul><ul><ul><li>Where are they? </li></ul></ul><ul><ul><li>Where they before? </li></ul></ul><ul><ul><li>What do they do? </li></ul></ul><ul><li>Behavioral Targeting is not a media buying model but an approach that assimilates technology, media, creative and customer insight to increase </li></ul>
  3. 3. Pro’s and Con’s of Behavioural Targeting <ul><li>Target people, not pages </li></ul><ul><li>Narrowcasting as opposed to broadcasting </li></ul><ul><li>Increase relevance of communications by marrying profiling, media and creative </li></ul><ul><ul><li>Standard model of is driven by c ontent-based advertising - traditional advertising’s obsession with editorial adjacency </li></ul></ul><ul><li>Extends the long tail of your communication, by shifting the focus from depth of content (e.g. New car section) to the depth of user’s consumption </li></ul><ul><ul><li>Advertisers currently direct 96 percent of online display adspend to just 30 percent of overall Web traffic </li></ul></ul>Opportunities Challenges <ul><li>Need to distinguish between intent-based and a routine-based behaviors (recency is key) </li></ul><ul><li>On-going optimization given the constant contraction and expansion of behavioral segments </li></ul><ul><li>Requires dedicated investment in creative </li></ul><ul><ul><li>Front end targeting filters need to be matched with back-end creative assets </li></ul></ul><ul><li>Limited reach across certain industry verticals </li></ul><ul><ul><li>Only about 33.8% of websites in the US currently offer behavioural targeting * </li></ul></ul><ul><li>While up-lift in engagement rates will be high (click through) up-lift in conversion moderate </li></ul><ul><ul><li>Due to last click attribution rule </li></ul></ul>* Source: OMMA Magazine August 2007
  4. 4. Ways of delivering Behavioural Targeting <ul><li>While all forms of behavioural targeting are based on the same principle, there are different ways of delivering behavioural targeting </li></ul>Network e.g. Tacoda Ad Server e.g. Touch Clarity Computer e.g. uTarget Publisher e.g. Guardian
  5. 5. How Behavioural Works
  6. 6. Publisher Based <ul><li>Individual publishers track and segments based on users 1) surfing behavior and/or 2) registration data </li></ul><ul><li>Publishers implement third party targeting platforms (decision engine) - Point Dexter, Tacoma, Wunderloop, Revenue Science - into their ad inventory system </li></ul><ul><ul><li>Increase yield on existing ad inventory by creating custom segments – e.g. Silver Surfer Travel Enthusiasts </li></ul></ul><ul><ul><li>Create new revenue streams by aggregating multiple streams of data </li></ul></ul><ul><li>The largest publishers offering behavioral targeting in the UK include: </li></ul><ul><ul><li>Yahoo, MSN, Lycos, Guardian, FT.com, OAG.com, CondeNast Traveller, Reuters, Associated New Media (travelmail.co.uk), EMAP, Channel 4 </li></ul></ul>
  7. 7. Publisher Case Study <ul><li>Guardian unlimited, leveraging Revenue Science targeting </li></ul><ul><li>platform provides a series of behavioral targeting options </li></ul><ul><li>including: </li></ul><ul><li>The content they have read </li></ul><ul><li>The sections and pages that individuals visit on Guardian Unlimited and for the first time </li></ul><ul><li>The words that appear on the pages they have read </li></ul><ul><li>The number of relevant pages the have read </li></ul><ul><li>How often they read these pages </li></ul><ul><li>How recently they were reading those pages </li></ul><ul><li>Registration data </li></ul><ul><li>Registration data such as job title or seniority </li></ul><ul><li>Frequency of visit </li></ul><ul><li>The industry they work in </li></ul><ul><li>Domain details </li></ul><ul><li>FTSE 350 status </li></ul>
  8. 8. Publisher Case Study <ul><li>Leveraging MSN Passport registration data, keyword </li></ul><ul><li>search behavior, site visits and overall recency; </li></ul><ul><li>MSN users are placed in specific travel segments: </li></ul><ul><li>Hotel seekers </li></ul><ul><ul><li>Users that have shown an interest or looked for hotels </li></ul></ul><ul><li>Cruise seekers </li></ul><ul><ul><li>Users that have shown an interest or looked for cruises </li></ul></ul><ul><li>Airfare seekers </li></ul><ul><ul><li>Users that have shown an interest or looked for airfare </li></ul></ul>
  9. 9. Network Based <ul><li>Networks track and segments based on users aggregated from different sites based on their surfing behavior and click behavior </li></ul><ul><li>Networks implement in-house or third party targeting platforms (decision engine) - Point Dexter, Tacoma, Wunderloop, Revenue Science - into their ad inventory system </li></ul><ul><ul><li>Increase yield or eCPM on brokered ad inventory by creating custom segments – e.g. Silver Surfer Travel Enthusiasts </li></ul></ul><ul><ul><li>Create new revenue streams by aggregating multiple streams of data </li></ul></ul><ul><li>The largest networks offering behavioral targeting in the UK include: </li></ul><ul><ul><li>Tacoma, Drive PM, Adviva, Advertising.com </li></ul></ul>
  10. 10. Publisher Case Study <ul><li>Tacoda leverages site visitation behavior of its users and </li></ul><ul><li>sites against 350 behavioral segments (32 sub segments) </li></ul><ul><li>Cookie is dropped when a user enters the Tacoda network of sites </li></ul><ul><li>Identify behavior by analyzing the URL string </li></ul><ul><li>User is profiled based on recent consumption </li></ul><ul><ul><li>2 to 4 visits to relevant sites across a 30, 14 or 7 day period </li></ul></ul><ul><ul><li>The sections and pages that individuals visit on Guardian Unlimited and for the first time </li></ul></ul><ul><li>Spectrum: run of behavioural network – run across all segments and </li></ul><ul><li>optimise based on response (£1.50 CPM to £1.85) </li></ul><ul><li>Audience Point: buy a specific segment or profile (£5 CPM - £10 CPM) </li></ul><ul><li>– e.g. Business Travelers, Holidays Takers </li></ul><ul><li>Spectrum + : run of behavioral network being optimized against </li></ul><ul><li>Tacoda tag on the booking confirmation page </li></ul>
  11. 11. Computer Based <ul><li>Track and segment users based on site visitation captured by application downloaded by user (opt-in ad software) into access device </li></ul><ul><ul><li>Application sends data to a server to create a historical profile; and uses this data to target content or advertising </li></ul></ul><ul><li>Focus is shifting from stand-alone “push” software/desktop applications to “pull” personalization engines </li></ul><ul><ul><li>Google Toolbar </li></ul></ul><ul><ul><li>Claria Axon </li></ul></ul><ul><li>Depth of behavioral targeting is fairly limited – URL typed or search query (serve a standard or rich media pop-under) </li></ul><ul><li>The largest providers include Zango and uTarget </li></ul>
  12. 12. Publisher Case Study <ul><li>Utarget provides access to over 650 UK publishers </li></ul><ul><li>delivering a series of rich media and standard </li></ul><ul><li>Formats based on a series of criteria, captured through </li></ul><ul><li>application including: </li></ul><ul><li>Entry URL </li></ul><ul><li>Exit URL </li></ul><ul><li>Keyword searched </li></ul><ul><li>Opportunity to serve a variety of ad formats based on users </li></ul><ul><li>URL and search term consumption: </li></ul><ul><li>Interstitial (between two pages of content) </li></ul><ul><li>Pop Under (under browser window) </li></ul><ul><ul><li>Video Pop Under </li></ul></ul><ul><ul><li>Flash Pop Under </li></ul></ul><ul><ul><li>Landing Page Pop Under </li></ul></ul><ul><li>Customized strip on top of browser page </li></ul>
  13. 13. Ad-Server <ul><li>Segment and target users based on cookie data collected through 1) front-end ad server - e.g. ATLAS or 2) on-site based ad server - e.g. Omniture </li></ul><ul><ul><li>Ad or site interaction optimization </li></ul></ul><ul><li>Front-end ad server behavioral: leverage ad-serving platform data to serve inventory based on specific behavioral rules </li></ul><ul><ul><li>Build segments based on users interaction and serve a specific creative into existing ad inventory (free of charge) </li></ul></ul><ul><ul><ul><li>Re-targeting messaging </li></ul></ul></ul><ul><ul><ul><li>Story Board messaging </li></ul></ul></ul><ul><li>Site-end ad server behavioural: implement optimization engine (Touch Local ) into existing site analytics tool (Omniture) </li></ul><ul><ul><li>Deliver content and offers to users visiting Avis.co.uk on real-time and determined on their past behaviour </li></ul></ul>
  14. 14. Re-Targeting (Network or Ad Server) <ul><li>User visits bt.com/btvision </li></ul><ul><li>Clicks on flash panel, with an embedded 1x1 ad-server pixel (used to track conversions and serve ads) </li></ul><ul><li>Action tag cookies user based on behaviour defined </li></ul>Site B <ul><li>Cookie ID appears within 1) a site part of the media BT Vision plan or 2) ad network </li></ul><ul><li>Segment criteria identified </li></ul><ul><li>User served bespoke BT Vision ad relative to their previous declared interest </li></ul>User: 1 st session Same user: new session Site A Site C … .site x Cookied user meets segment criteria e.g. Clicked on Movie panel but did not book Segment 1 Segment 2 Segment 3

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