3 Tools for Targeting Your Display Advertising

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What tools media planners have at their disposal today. …

What tools media planners have at their disposal today.

How to advance beyond broad, demo-based media planning by using a map of 2 million consumers’ online behavior.

A demonstration of the Compete Media Planner.

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  • Today, we’ll have two presenters. My name is Damian Roskill and I am the Managing Director of Marketing here at Compete. I’ll be leading the webinar.Our supporting presenter today is Kyle Johnson. Kyle is Director of Media Products here at Compete
  • But before we begin, some webinar logistics.Today’s webinar will be recorded – we’ll email a link to the recording after the webinar.If you have any questions during the webinar, please enter them into the questions box on the right. We’ll work through all the questions at the end of the webinar and try and answer as many as we can.If you’re having technical difficulties viewing the webinar, try using a different browser such as Firefox.Finally, we’ll be tweeting during the presentation, so, as a reminder, the Twitter hashtag for today’s webinar is #competemp
  • O: So, let’s get to today’s topic. P: Each of you has your own reasons for joining today, and we welcome all of you. On our side, we had two groups of people we especially wanted to talk to when we put this together, so this webinar is especially for you if:-you are involved in online media planning or media sales-you didn’t know that Compete did anything to help that effortWe’ve oriented this to be most relevant for folks who have a hand in media planning, but we’ll also speak to some of the parallel activities on the publisher side.You will learn:This webinar is about three approaches to targeting an audience, but the first two are going to get very short shrift so that I can give more time to the third approach. That’s my bait-and-switch disclaimer today.
  • O: Even though folks in the industry have more data and more tools that ever before, it’s still a very inexact science. We’re still some distance from the goal of always reaching the right consumer with the right message at the right time.P: We’re still in the dark, often. The result is wasted budget and missed opportunities.T: So we’re going to talk about three ways to get out of the dark. Three ways to approach audience targeting.
  • Perceived quality of publisher site or networkPast performance of publisher or networkDemographic composition of publisher or network audiencePsychographic/behavioral composition of publisher or network audienceAudience targeting options offered by publisher or networkPrice
  • OK, so let’s look at the first approach to targeting,
  • H: To some people on the line today, this may not seem like targeting at all. Here’s a couple of typical planning targets, defined in some pretty broad demographic terms.O: For Fusion razor, the marketing team went after men 18-40. A well-known juice brand targeted women with kids.T: Often, this kind of broad-stroke demographic targeting is coupled with an equally old-school approach to media buying, like this….
  • We’d doubt EA Sports even bothered to ask ESPN for data on its young male audience. P: For folks immersed in digital media, this approach may seem very imprecise, but I think we ought to give it a fair shake. After all, these are not unsophisticated brands that we’re talking about. There are three reasons why this kind of planning and buying deserves consideration even if you are committed to audience targeting….First, the demo targets are really summaries of considerable research and analysis. For example, you can be sure that P&G has a much more precise target in mind for Fusion. They can rattle off a complete list of the psychographic and behavioral traits that mark their ideal customer. And they know from research exactly how many men 18-40 match that ideal and so they can approach their media planning and buying with a good measure of the probabilities. And since media tends to be less expensive the less it’s explicitly targeted, they can use their understanding of the probabilities to reach their audience at lower CPMs.Second, They are also aware that some people outside of the bulls-eye will become their customers, and so to maximize sales they are willing to take on some inefficiency. That’s what we saw in the juice brand’s three-tiered target.Third, context matters, too.
  • Now let’s look at a second approach to audience targeting, that’s been gaining a lot of momentum this year…
  • Yes.No.Huh?I don’t buy media.
  • H: Here’s a great depiction of the proliferation of technology-and-data solutions now available in the display media space.Terence Kawaja at Luma Partners
  • There’s a ton of companies representing several different approaches to targeting…Collectivemedia, turn, audiencescience, lowtahme, demdex, bluekai, rapleaf, exelate.
  • All share a few aspects in common. The use of a cookie is central.Data about a consumer’s interests are gathered whenever there’s a view of that consumer, so that a profile slowly builds.
  • If you’re a woman who likes surfing, then many of these companies will know that about you.
  • And if instead you’re a man from Kansas who knows he wouldn’t survive the first wave, they know that an ad for a laptop is more relevant for you.Good: I’m being served an ad that’s more relevant to me than a surfboard ad would be.???: one con – context. Maybe this ad works in this context. But maybe it doesn’t – in which case we get right message to the right consumer, but not at the right time.T: Another con – audience assignments aren’t foolproof.
  • Another con – audience assignments aren’t foolproof.For example, BlueKai has already decided that I am into surfing.
  • And Google has inferred that I’m 25-34. This makes me really happy.This doesn’t make audience targeting bad, or make it worse than old-school planning. Not at all. Audience targeting can be a really valuable resource, especially when it’s impossible to use demographics to approximate your target.
  • Not at all. Audience targeting can be a really valuable resource, especially when it’s impossible to use demographics to approximate your target.
  • So now it’s time to look at a third option for targeting.
  • NielsencomScoreQuantcastOtherNone
  • 1define our segment of interest2 score the Web for our chosen segment – see which sites have our segment in number or proportion3 winnow that list down to something we can execute on – or, if you’re a publisher, find out how much of your own audience is in the target and how that compares to other sites.-define our segment.-what segments do we have in here?? (behavioral, travel, tech, then auto) -how are they defined? (we define the segment as a group of online activities. When a panelist performs one of these, they join the segment. Because we have an uninterrupted view of their online activities, we can analyze the overall patterns of behavior for the segment….what sites they go to, how often, what they search on-
  • Not at all. Audience targeting can be a really valuable resource, especially when it’s impossible to use demographics to approximate your target.
  • Thank you – here’s our contact information – feel free to reach out to either Jason or myself with any questions or comments.


  • 1. 3 Tools for Targeting Your Display Advertising
    How to build better media plans with the help of two million online consumers
    April 2011
  • 2. Today’s presenters
    Damian Roskill, Managing Director, Marketing at Compete
    Kyle Johnson, Director, Media Products at Compete
  • 3. Webinar logistics
    Today’s webinar will be recorded. You will be emailed a link.
    Please enter your questions in the Questions box. We will answer as many as possible at the end.
    If you have technical difficulties, try loggingback in or use a different browser
    The Twitter hashtag for today’s webinar is #CompeteMP
  • 4. Introduction to Compete
    Founded in 2000, joined WPP/Kantar in 2008
    Passionate about understanding consumers to inspire great marketing
    Fastest-growing operating company within Kantar in terms of revenue and new customer growth
    World-class advertiser, agency and media clients
    Strategic partnerships to enable marketing optimization and provide holistic view of consumers
    Leading the creation of a global, multi-screen, single-source consumer-panel with Lightspeed Research for WPP
  • 5. Agenda
    Webinar (20-25 min)
    What tools media planners have at their disposal today
    How to advance beyond broad, demo-based media planning by using a map of 2 million consumers’ online behavior
    A demonstration of the Compete Media Planner
    Q&A (10-15 min)
  • 6. The media planning challenge:
    You market to some people who will never be your customers. Meanwhile, you never reach all the people who could be your customers.
    How can you better reach the right consumers, efficiently?
  • 7. When buying media, what is your leading consideration?
  • 8. Old-School Planning
  • 9. Two typical planning targets:
    “P&G's target audience objective for its Fusion shaving system was men 18-40 years old”
    “The targets are:  Women 35+ with kids ages 6-17; Women 35+ with kids; Women with kids”
  • 10.
  • 11. Old-school targeting: not dead yet
  • 12. New-School Targeting
  • 13. Have you ever bought a ‘target’ audience through an ad network?
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19. http://tags.bluekai.com/registry
  • 20.
  • 21. New-school targeting: more pros than cons
  • 22. Audience DiscoveryCompete Media Planner
  • 23. What media planning tools do you currently use?
  • 24.
  • 25. Audience discovery: precise and transparent
  • 26. Let’s recap what we learned
    Old-school methods still have a place in media planning
    Audience targeting provides new options for planners & sellers
    CMP enables a hands-on, transparent approach to audience targeting
  • 27. Thank you…
    Damian Roskill
    Managing Director, Marketing
    Kyle Johnson
    Director , Media Products
  • 28. Questions?