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adtech SF 2012: Behavioral Targeting by Dave Hills
adtech SF 2012: Behavioral Targeting by Dave Hills
adtech SF 2012: Behavioral Targeting by Dave Hills
adtech SF 2012: Behavioral Targeting by Dave Hills
adtech SF 2012: Behavioral Targeting by Dave Hills
adtech SF 2012: Behavioral Targeting by Dave Hills
adtech SF 2012: Behavioral Targeting by Dave Hills
adtech SF 2012: Behavioral Targeting by Dave Hills
adtech SF 2012: Behavioral Targeting by Dave Hills
adtech SF 2012: Behavioral Targeting by Dave Hills
adtech SF 2012: Behavioral Targeting by Dave Hills
adtech SF 2012: Behavioral Targeting by Dave Hills
adtech SF 2012: Behavioral Targeting by Dave Hills
adtech SF 2012: Behavioral Targeting by Dave Hills
adtech SF 2012: Behavioral Targeting by Dave Hills
adtech SF 2012: Behavioral Targeting by Dave Hills
adtech SF 2012: Behavioral Targeting by Dave Hills
adtech SF 2012: Behavioral Targeting by Dave Hills
adtech SF 2012: Behavioral Targeting by Dave Hills
adtech SF 2012: Behavioral Targeting by Dave Hills
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adtech SF 2012: Behavioral Targeting by Dave Hills

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  • 1. Dave Hills, CEOdhills@twelvefold.com@twelvefoldmedia
  • 2. How Do We Hit the Target Audience?
  • 3. Behaviorial Targeting Understanding where audience has been to anticipate where they’re going
  • 4. Emotive-Based TargetingUnderstanding where the audience is right now
  • 5. How Emotive-Based Targeting WorksInfluential Content Audience Intent In Real-time
  • 6. The Result?Advertising that makes an emotional connection with targeted, highly engaged audiences
  • 7. A Case StudyRitz: Battle of the Toppings& Twelvefold Media
  • 8. Ritz Battle of the ToppingsCampaign Goals• Raise awareness of Ritz as a “Game Day” snack• Drive engagement with Ritz brand through “Battle of the Toppings” Challenge – Vote on Facebook for favorite Ritz Topping and enter to win $50,000 – Encourage voters to share on their social networks, rally their friends to join their team
  • 9. Target AudienceRitz provided Twelvefold with specific insights: Target consumer is: • Women 35 – 54 • Values individualism • Competitive spirit • Savvy in the digital space
  • 10. Twelvefold Targeting• Created content targets to capture precise consumers• Emotionally connect these consumers with Battle of the Toppings Challenge and engage them to vote: – Game Day Recipe Seekers – Social Gamers and Social Media Sharers
  • 11. Twelvefold TargetingGame Day Recipes - Content Target: • Those planning for game day • Excited about the “big game” • Seeking information and recipes for game day parties • Avoided content focused on wings**Key Insight: popular topic associated with Game DayRecipes was wings, and this was outside of Ritz target goals • Strategic need to target consumers looking for party snacks more relevant to Ritz brand, and not wings
  • 12. Twelvefold TargetingSocial Games and Sharing - Content Target: • Those seeking content around Facebook games • Enthusiasm for social games • Flash games**Key Insight: Flash games indexed higher than expected asa top topic, inline with Facebook gaming content • Opportunity to target consumers excited about both Flash games and Facebook games
  • 13. Execution Video Interact with other teams Join your team Recipes Engage On Facebook
  • 14. Execution Review teams Rally Friends Talk Trash Play Online Get Recipes Pick a team
  • 15. Content Alignment
  • 16. Content Alignment delicious go-to recipe for parties!Easy & Delicious Party An easy recipe isRecipe! important… Bubble Shooter Flash Fun and Addictive excellent graphics …the challenging levels have a lot to do with a game’s popularity… NASA hasNASA Releases First launched the first multi-player Game Day SnackMulti-Player FB Game online, Faceboo Recap k game planned for a savory popcorn snack…to go all out and put on a football worthy spread
  • 17. ResultsAwareness • Study showed Ritz as the most recognized brand among target audience in 30 day recall • Week of January 29 (mid-campaign) saw highest ever activity on Facebook PageEngagement • Ritz Facebook Fans grew 32% during campaign • Video Completes were 126% above industry benchmarks • Twelvefold Touch engagement was 240% above industry benchmarks • 20K users engaged with Battle of the Toppings in less than one month • Ritz-branded content was shared over 10K times
  • 18. What We Learned… Game Day Recipe Idea Seekers:  Engagement spikes days before game day around recipes and planning  “Easy Recipes” the top topic in 2012 Social Gaming Enthusiasts:  Very engaged, responding to calls to action, and always on the lookout for latest games  Top topics change frequently with game trends
  • 19. Future OpportunitiesTwo primed always-on target audiences for Ritz Game Day Recipe Ideas:  3 days leading up to big games constant opportunity to target Ritz messaging  Follow top topics as they change, i.e. “easy recipes” Social Gaming:  Great target for driving engagement for Ritz with a social gaming relevant message  Consistent volume and evergreen opportunity with top themes changing frequently
  • 20. Dave Hills, CEOdhills@twelvefold.com@twelvefoldmedia

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