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Caspar Schlickum: Audience Buying and How It's Changing Everything
Caspar Schlickum: Audience Buying and How It's Changing Everything
Caspar Schlickum: Audience Buying and How It's Changing Everything
Caspar Schlickum: Audience Buying and How It's Changing Everything
Caspar Schlickum: Audience Buying and How It's Changing Everything
Caspar Schlickum: Audience Buying and How It's Changing Everything
Caspar Schlickum: Audience Buying and How It's Changing Everything
Caspar Schlickum: Audience Buying and How It's Changing Everything
Caspar Schlickum: Audience Buying and How It's Changing Everything
Caspar Schlickum: Audience Buying and How It's Changing Everything
Caspar Schlickum: Audience Buying and How It's Changing Everything
Caspar Schlickum: Audience Buying and How It's Changing Everything
Caspar Schlickum: Audience Buying and How It's Changing Everything
Caspar Schlickum: Audience Buying and How It's Changing Everything
Caspar Schlickum: Audience Buying and How It's Changing Everything
Caspar Schlickum: Audience Buying and How It's Changing Everything
Caspar Schlickum: Audience Buying and How It's Changing Everything
Caspar Schlickum: Audience Buying and How It's Changing Everything
Caspar Schlickum: Audience Buying and How It's Changing Everything
Caspar Schlickum: Audience Buying and How It's Changing Everything
Caspar Schlickum: Audience Buying and How It's Changing Everything
Caspar Schlickum: Audience Buying and How It's Changing Everything
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Caspar Schlickum: Audience Buying and How It's Changing Everything

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  • Planners (used to) buy an audience through data provided by the publisher about their audience. If I’m a car advertiser (in this case Lexus), I would place my ad on a car site because people on car sites tend to be interested in cars.Nothing wrong with this approach, but there is waste (interest in cars does not necessarily = being “in the market” for car / let alone a lexus (expensive / luxury).
  • Today, we want to target audiences directly. Using all the data we have (cookies, third party data etc), we can determine an audience based on key characteristics that would indicate that that person is high net worth and in the market for a car etc.We will then use my technology to ensure that my ad appears when that person is surfing. If we am doing this effectively, we care less (though we still care) about what actual site they are on. The audience drives the value of that impression, not the site.
  • Today, we want to target audiences directly. Using all the data we have (cookies, third party data etc), we can determine an audience based on key characteristics that would indicate that that person is high net worth and in the market for a car etc.We will then use my technology to ensure that my ad appears when that person is surfing. If we am doing this effectively, we care less (though we still care) about what actual site they are on. The audience drives the value of that impression, not the site.
  • Planners (used to) buy an audience through data provided by the publisher about their audience. If I’m a car advertiser (in this case Lexus), I would place my ad on a car site because people on car sites tend to be interested in cars.Nothing wrong with this approach, but there is waste (interest in cars does not necessarily = being “in the market” for car / let alone a lexus (expensive / luxury).
  • So what do we need to enable this approach to buying?The first thing is data.
  • But what data? There are so many providers and so many segments (especially in the US, but also increasingly in Europe), we need to understand how to specify the segment in a way that Allows us to differentiate between the relevance and likely performance of segments and therefore which ones to buy AND Negotiate the price for that data (usually quoted as a CPM). All data loses its value at some point as the price for that data increases
  • To ensure that the right ad is in front of the right audience at the right time and at the right price we also need to have the technology to engage with those audiences and place the ad.
  • In the US, the 72% of display spend goes to the top 10 publishers and 92% goes the top 50.
  • Transcript

    • 1. Audience Buying and how its changing everything
      Monday 19th of September, 2011
    • 2.
    • 3.
    • 4.
    • 5. Strong Credit Rating
      Recent mother
      Net income above $100K
      Searching for new car related terms
      Recent browsing on car sites
    • 6.
    • 7. Presentation Title | Date
      7
    • 8. 8
    • 9. Selecting the Right Segments is the New Challenge
      Trial and error method is a slow and cost prohibitive process across dozens of data providers delivering 10,000s of segments
    • 10. Large Data Repository for Multifaceted Audience Analytics
      Syndicated Segmentation
      CPG: Loyalty Card Data
      CPG: Transaction Data
      Allergies
      Analgesics
      Baby Products
      Carbonated Beverage
      Diet Carbonated Beverage
      Regular Cereal
      Children's Cereal
      Children's Food & Products
      Coffee
      Cookie
      Cosmetics
      Cough & Cold
      Dieters
      Energy Drink
      Frozen & Packaged Food
      HH Cleaners
      Natural & Organic
      Petcare - Cat
      Petcare Buyers - Dog
      Premium Brand
      Salty Snack
      Sports Drink
      Value Haircare
      Vitamin Buyers
      Automotive
      Baby Products
      Beauty & Fragrance
      Big & Tall Apparel
      Cat Products
      Children's Apparel
      Children's Products
      Consumer Electronics
      Corporate Attire
      Corporate Men
      Corporate Women
      Cyclists
      Dog Products
      Fine Jewelry
      Fishing
      Fitness
      Flowers
      Furniture & Accessories
      Gardening
      Geriatric Supplies
      Gift and Flowers
      Gifts & Cards
      Golf and Tennis
      Health & Wellness
      High Fashion/Luxury Apparel Hiking & Camping
      PRIZM
      P$YCLE
      ConneXions
      DataLogixLifeStyles
      Home & Garden
      Home Entertaining
      Home Improvement
      Home Organization
      Home Renovation
      Hunting
      Jewelry
      Mens Jeans
      Men's Fashion & Apparel
      Natural Wellness
      Outdoor Sports
      Pet Supply
      Plus Size Apparel
      Runners
      Senior Fashions
      Senior's Products
      Small & Home Office
      Tools
      Toys
      Weight Loss and Supplements Winter Sports
      Women's Accessories
      Women's Apparel
      Women's Shoes
      Demographics
      Age
      Gender
      Family Composition
      Occupation
      College Grad
      Married
      Children
      Grandchildren
      Dwelling Type
      Length of Residence
      Financials
      Household Income
      Net Worth
      Credit Worthiness
      Credit Card Type
      Financial Services
      Investments
      Insurance
      Auto
      Car Brand Affinity
      Motorcycle Brand Affinity
      Truck Brand Affinity
      Vehicle Age
      Vehicle Budget
      Politics
      Geographic
      Voter
      Party Affiliation
      DMA
    • 11. Large Data Repository for Multifaceted Audience Analytics
      3rd Party Data
      Syndicated Segmentation
      CPG: Loyalty Card Data
      CPG: Transaction Data
      Allergies
      Analgesics
      Baby Products
      Carbonated Beverage
      Diet Carbonated Beverage
      Regular Cereal
      Children's Cereal
      Children's Food & Products
      Coffee
      Cookie
      Cosmetics
      Cough & Cold
      Dieters
      Energy Drink
      Frozen & Packaged Food
      HH Cleaners
      Natural & Organic
      Petcare - Cat
      Petcare Buyers - Dog
      Premium Brand
      Salty Snack
      Sports Drink
      Value Haircare
      Vitamin Buyers
      Automotive
      Baby Products
      Beauty & Fragrance
      Big & Tall Apparel
      Cat Products
      Children's Apparel
      Children's Products
      Consumer Electronics
      Corporate Attire
      Corporate Men
      Corporate Women
      Cyclists
      Dog Products
      Fine Jewelry
      Fishing
      Fitness
      Flowers
      Furniture & Accessories
      Gardening
      Geriatric Supplies
      Gift and Flowers
      Gifts & Cards
      Golf and Tennis
      Health & Wellness
      High Fashion/Luxury Apparel Hiking & Camping
      PRIZM
      P$YCLE
      ConneXions
      DataLogixLifeStyles
      Home & Garden
      Home Entertaining
      Home Improvement
      Home Organization
      Home Renovation
      Hunting
      Jewelry
      Mens Jeans
      Men's Fashion & Apparel
      Natural Wellness
      Outdoor Sports
      Pet Supply
      Plus Size Apparel
      Runners
      Senior Fashions
      Senior's Products
      Small & Home Office
      Tools
      Toys
      Weight Loss and Supplements Winter Sports
      Women's Accessories
      Women's Apparel
      Women's Shoes
      Demographics
      Age
      Gender
      Family Composition
      Occupation
      College Grad
      Married
      Children
      Grandchildren
      Dwelling Type
      Length of Residence
      Financials
      Household Income
      Net Worth
      Credit Worthiness
      Credit Card Type
      Financial Services
      Investments
      Insurance
      Auto
      Car Brand Affinity
      Motorcycle Brand Affinity
      Truck Brand Affinity
      Vehicle Age
      Vehicle Budget
      Politics
      Geographic
      Voter
      Party Affiliation
      DMA
    • 12. What does Bluekai know about you?
      http://www.bluekai.com/registry/
    • 13. Xaxis Awareness/Video: Precision Targeting Impacts Brand Metrics
      Travel and Leisure
      Challenge
      Exposed
      • Build awareness and consideration with consumers in specific regions for the re-launching of travel industry brand
      Control
      Results
      Targeting
      Multiple Targeting Lenses
      135Demo index
      1%+ CTR
      PURCHASE INTENT
      157% LIFT
      ~70% Completion Rate
      Demo
      Behavioral
      Geo
      BRAND AWARENESS
      Business
      Impact
      118% LIFT
      Control
      Exposed
      *Business Impact measured by Xaxis Insights
      Confidential | Xaxis Capabilities | June 2011
      13
    • 14. ... and clicks a banner…
      A user visits an Auto-Magazine website ...
      ... to land on the Volkswagen website
      Surf behavior
      clicks
      Proprietary data base, agreements with publishers, search etc
      Look alike modelling to extrapolate fact based data points across whole internet audience
      Client site browsing behaviour
      Googlekeywords cliced
      surf behavior on client‘s site
    • 15. 2nd Party Data
      1st Party Data
      ... and clicks a banner…
      A user visits an Auto-Magazine website ...
      ... to land on the Volkswagen website
      Surf behavior
      clicks
      Proprietary data base, agreements with publishers, search etc
      Look alike modelling to extrapolate fact based data points across whole internet audience
      Client site browsing behaviour
      Googlekeywords cliced
      surf behavior on client‘s site
    • 16. 16
      Second party and look alike modelling, plus Third Party
      Awareness
      First party, client specific data
      Engagement
      Any data that drives and enhances performance
      Action
      Confidential | Xaxis Capabilities | June 2011
    • 17. The stupid EU cookie Directive in 2 ½ minutes
      http://www.youtube.com/watch?v=arWJA0jVPAc
      Presentation Title | Date
      17
    • 18. Presentation Title | Date
      18
      Step 1: OBA ad appears on a website, including Icon (bottom left in this case)
      Step 2: User clicks on icon, receives a dropdown box of basic information and options
      Step 3: User clicks on ‘More Information and Opt-Out Choices’ and is taken to full www.youronlinechoices.com site, with extensive information about OBA and data use
      Step 4: User clicks on ‘Your Ad Choices’ and s provided with ability to opt-out of OBA targeted ads
    • 19. 19
    • 20. Presentation Title | Date
      20
    • 21.
    • 22. Who We Are
      A GroupM company helping agencies and their clients use data and technology to reach and engage with audiences at scale
      22
      Confidential | Xaxis Capabilities | June 2011

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