Brand/Performance - theres always that
one site• Portals have a lot of traffic, but the audience isn’t that engaged.• Ad Networks and Exchanges have a lot of traffic but it’s not always clear what/where you’re buying.• How do you find more of that great audience in that special niche?
Two Case Studies in Audience
Finding…Platforms or Supply Side sources have a wealth ofBig Data. FMP/Lijit is exploring two ways to findmore Great Audiences + Great Content in theIndependent Web.• Expansion Audience Discovery: – Using a known Keystone audience to uncover content previously unknown and audiences not currently served.• Conversational Targeting: – Using Semantic Technology to find conversations and audiences relevant to Advertisers at scale.
Case Study 1: Expansion Audience
Discovery Keystone Site: Dooce.com / Author: Heather Armstrong Find Other Sites: Dooce readers appearing on other Lijit sites Select Genre Sites: Reduce resulting site set to sites with same genre Calculate Expansion Audience: Similar Readers on Similar Sites
Case Study 1: Expansion Audience
Discovery• Observing Reader Appearances in 30 days. All Audience – All Audience Cross Over: 100% 100% of Dooce Site Audience appeared on another sites Lifestyle Audience in the exchange – Keystone Audience: 27% 27% of Dooce Site Audience were seen again on sites in Target Site Audience the Lifestyle Genre – Expansion Audience: 10X Keystone Audience that visited the same sites as the Keystone Audience Audience but never visited the Dooce site. Genre Expansion – Genre Expansion Audience: 2X Audience Audience that visited the same sites in the same Genre as the Keystone Audience, but never visited the Dooce Expansion Audience site.
Case Study 2: Conversational Targeting
Find Organic Topics: For instance, tablet computing and “We can imagine that a fair share of iPads got target audience. unwrapped this morning, and the first thing you’re going to want to do is switch it on and get a few awesome apps on there.” Find Candidate Articles: Using Sematic Analysis across thousands of sites. "For a chic carrying case that doesn’t remind you of surfing the crimson tide, try Blythe Calculate Expansion Audience: King’shandsome Based on viewing patterns of that iPadiSockit, which features a specific article."If you have a sling-flap closure and a front pocketcomputer, iPhone, iPad, Blackb you can button up"erry, or Android device, you Track Campaign Performance:can download more books thanyou will ever be able to read for Traffic and optimize performancefree." across target inventory. Compare to Site Aligned Results: Comparison of performance to best performing site aligned campaigns.
Case Study 2: Conversation Targeting
Results• Audience Expansion highly dependent on specificity of targeting• Across the board CTR with Conversational Targeting proved Equal or HigherAdvertiser CT Target Overall CTR CT CTR Trend Cloud 0.12% Higher Microprocessors 0.08% HigherSoftware Services 0.07% Network 0.12% Higher Operating Systems 0.08% Higher Shopping 0.06% EqualFashion Item 0.06% Fashion 0.07% HigherMobile Phone Mobile Phones 0.10% 0.11% HigherMobile Phone Mobile Phones 0.07% 0.10% HigherDelivery Services SMB 0.09% 0.35% Higher Autos 0.09% HigherVehicle Launch 0.05% Green 0.05% EqualRetail Sales Mobile Phones 0.46% 0.51% HigherSoftware as Service SMB 0.06% 0.09% Higher Mac 0.12% HigherComputer 0.10% Laptops 0.12% Higher 9
Conclusions: Next Phases…Expansion Audience Discovery
& ConversationalTargeting have both proved to be successful ways toexpand audience.• Expansion Audience Discovery: – Use a known audience to find new audiences and like content to expand inventory.• Conversational Targeting: – Leverage relevant conversations to place brands where key product decisions are being made.Next Up: Use a combination of both technologiesacross huge swaths of Independent Web to createmassive scale and high performance.