3 Tools for Targeting Your Display Advertising

by Compete on Apr 29, 2011

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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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3 Tools for Targeting Your Display Advertising — Presentation Transcript

3 Tools for Targeting Your Display Advertising
How to build better media plans with the help of two million online consumers
April 2011

Today’s presenters
Damian Roskill, Managing Director, Marketing at Compete
Kyle Johnson, Director, Media Products at Compete

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

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

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)

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?

When buying media, what is your leading consideration?

Old-School Planning

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”

Old-school targeting: not dead yet

New-School Targeting

Have you ever bought a ‘target’ audience through an ad network?

http://tags.bluekai.com/registry

New-school targeting: more pros than cons

Audience DiscoveryCompete Media Planner

What media planning tools do you currently use?

Audience discovery: precise and transparent

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

Thank you…
Damian Roskill
Managing Director, Marketing
617-933-5670
droskill@compete.com
www.compete.com
Kyle Johnson
Director , Media Products
617-933-5670
kjohnson@compete.com
www.compete.com

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3 Tools for Targeting Your Display Advertising

by Compete on Apr 29, 2011

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3 Tools for Targeting Your Display Advertising — Presentation Transcript