Targeting Evolution by Sarah FayPresentation Transcript
NexTargeting Summit 2010
March 18, 2010
My Year in Review
In the Meanwhile...
What’s Changing ? Rise of RTB CPM & CPC Dominant Media Planning & Optimization Data Planning & Auto Optimization Insights Used to Create Targets Targeting Used to Create Insights Media Property Focus Audience Focus
Separation of Inventory & Data Media is being Commoditized
Data is the New Black
The Play for Margin Publishers Agencies Advertisers Margin !
Direct Marketers are Leading
Brand Advertisers Catching On
Brand Marketers are Catching On:
24% of them consider their organizations ‘digitally savvy’
30% are using behavioral targeting to impact the allocation of the marketing mix
64% agree that marketing departments should be organized around consumer segments, instead of brands
47% agree that media should be bought and sold based ‘engagement ’ with brand
Source: Marketing & Media Ecosystem 2010, conducted by 4As, ANA. IAB, Booz/Allen/Hamilton
Earned Media Bought Media Brand Owned Media Time and Effect Exponentially Increases
Dunkin’ Donuts Brand Response
Leveraged BOTH key insights
Celebrated donut variety
Solicited donut memories
And promoted sharing via social tools and viral offers
Paid Media Drives to Engagement and Viral
Many finalists created Facebook fan groups to get out the vote online
Jimmy Kimmel made fun of us with his “Sushi Donut”
Targeting & Performance Metrics Most Important
What’s Next ?
Advanced optimization will apply to all advertising experiences .
Data talent will become more prevalent.
Watch the space of agencies and publishers - new service models will emerge.
Online buying behavior will become prevalent in traditional channels.