The Rise of Behaviorally Targeted Marketing

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Online and mobile marketing has evolved rapidly over the last few years. With the fragmentation of internet content, marketing to the right prospect has become increasingly difficult, until now. aSpecial Media has the technology that builds interest graphs of internet users so that only the right content and advertisements are served for that right moment.

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  • Current methods ..fall short.
  • ----- Meeting Notes (5/1/12 16:03) ----- CPM Conversion results Can we track social as part
  • The Rise of Behaviorally Targeted Marketing

    1. 1. all in the name <ul><li>The way to link consumer, media owner and advertiser is through an asymmetric approach. </li></ul>Determine the real interest of the consumer. Detect his real-time presence. Deliver the relevant content.
    2. 2. Do you want to reach the right prospect?
    3. 3. The methods of searching for customers are riddled with inaccuracies. “ We surveyed 921 people. ” (and extrapolated our findings to 5m) “ I earn more than $10,000. ” (I hope this impresses you) “ I am a bank executive. ” (but I ’ ve been subsequently retrenched) do you want to reach the right prospect? Old New <ul><li>Our Behavioural Tracking rids you of these frustrations: </li></ul><ul><li>Tiny Sample Sizes </li></ul><ul><li>Ego/Image boosting </li></ul><ul><li>Ageing Data </li></ul>
    4. 4. do you want to keep your customers on a short leash? ... and keeps your brand in front of them National news site Special Interest Travel site Now you can. Our Behavioural Database follows online users who touch base with you, your competitors, and your industry
    5. 5. do you want to keep your customers on a short leash? <ul><li>As people surf the Web, we collect Behavioural Data </li></ul>Recency and frequency of visits P ages viewed today count more than pages viewed a week ago Dwell time and overall reading behaviour Pages presumably really read count more than pages hardly read Specificity of visited pages Pages read by “ everybody ” count less than pages read by few others Active interest boosting Pages that triggered an expression of active interest (e.g., a “ Like ” ) can be boosted
    6. 6. how we reach your prospect The more pages he visits, the richer his Interest Profile captured by aSpecial Media
    7. 7. how we reach your prospect Each Interest Profile created by aSpecial Media is unique
    8. 8. how we reach your prospect aSpecial Media agglomerates the Interest Profiles and clusters them in segments
    9. 9. how we reach your prospect health supplements exercise aSpecial Media agglomerates the Interest Profiles and clusters them in segments
    10. 10. how we reach your prospect finance luxury travel property healthcare health supplements exercise aSpecial Media agglomerates the Interest Profiles and clusters them in segments
    11. 11. the beauty of behavioural targeting <ul><li>aSpecial Media ’ s Solution for PUBLISHERS means: </li></ul><ul><li>1. we make your ad spaces more efficient by placing your ad in front of the RIGHT prospect at the moment of HEIGHTENED interest (Behavioural Targeting) </li></ul><ul><li>2. we enable you to PERSONALISE the content your users view when they visit your site (Content Personalisation) </li></ul><ul><li>3. we RE-INTRODUCE your message to him as he surfs sites (Re-targeting) </li></ul><ul><li>4. we ENRICH your databases with real-time psychographics (Data Enrichment) </li></ul>
    12. 12. aSpecial Media can support customers with these new revenue models and simplify the architecture for traditional ones already in place Mobile Video Tenancy Targeted CPM Plain CPM Targeted CPC Current revenue Future revenue Over the next years, most of the revenue growth within Publishers will come from new formats With Behavioral Targeting With Behavioral Targeting
    13. 13. In a nutshell, the benefits: <ul><li>Monetization – Potential new ad revenue, allows relevant Customers and Partners’ content and ads to be served based on “interests” </li></ul><ul><li>Increased Customers’ brand awareness via creative online digital campaigns </li></ul><ul><li>Keeps the right potential customers continually “reminded” of Customers’ brand and products (The” short leash” & Retargeting effect) in cost-effective way </li></ul><ul><li>White label targeting platform supplements CMS – keeps existing Customers’ customers and potential new customers strongly engaged based on expressed online behavioural “interests” </li></ul>
    14. 14. Thank You <ul><li>Http://www.aspecialmedia.com </li></ul>Confidential. November 13, 2011

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