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.

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

  • Audience Buying and how its changing everything
    Monday 19th of September, 2011
  • Strong Credit Rating
    Recent mother
    Net income above $100K
    Searching for new car related terms
    Recent browsing on car sites
  • Presentation Title | Date
    7
  • 8
  • Selecting the Right Segments is the New Challenge
    Trial and error method is a slow and cost prohibitive process across dozens of data providers delivering 10,000s of segments
  • Large Data Repository for Multifaceted Audience Analytics
    Syndicated Segmentation
    CPG: Loyalty Card Data
    CPG: Transaction Data
    Allergies
    Analgesics
    Baby Products
    Carbonated Beverage
    Diet Carbonated Beverage
    Regular Cereal
    Children's Cereal
    Children's Food & Products
    Coffee
    Cookie
    Cosmetics
    Cough & Cold
    Dieters
    Energy Drink
    Frozen & Packaged Food
    HH Cleaners
    Natural & Organic
    Petcare - Cat
    Petcare Buyers - Dog
    Premium Brand
    Salty Snack
    Sports Drink
    Value Haircare
    Vitamin Buyers
    Automotive
    Baby Products
    Beauty & Fragrance
    Big & Tall Apparel
    Cat Products
    Children's Apparel
    Children's Products
    Consumer Electronics
    Corporate Attire
    Corporate Men
    Corporate Women
    Cyclists
    Dog Products
    Fine Jewelry
    Fishing
    Fitness
    Flowers
    Furniture & Accessories
    Gardening
    Geriatric Supplies
    Gift and Flowers
    Gifts & Cards
    Golf and Tennis
    Health & Wellness
    High Fashion/Luxury Apparel Hiking & Camping
    PRIZM
    P$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
  • 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
  • What does Bluekai know about you?
    http://www.bluekai.com/registry/
  • 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
  • ... 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
  • 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
    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
  • The stupid EU cookie Directive in 2 ½ minutes
    http://www.youtube.com/watch?v=arWJA0jVPAc
    Presentation Title | Date
    17
  • 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
  • Presentation Title | Date
    20
  • 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