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

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