WhitePages Behavioral Targeting


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WhitePages Behavioral Targeting

  1. 1. WhitePages.com’s Behavioral Targeting Ingrid Michelsen Director of Advertising Strategy WhitePages.com, Inc. [email_address]
  2. 2. What is WhitePages.com? <ul><li>The leading People Search destination site </li></ul><ul><li>Top 50 site – 21.2mm unique users a month </li></ul><ul><li>Trusted brand: 90% would recommend WhitePages.com to a friend (41% Net Promoter Score–higher than Facebook) </li></ul><ul><li>By far the largest free database of people’s contact information -200mm unique people, 85% of the U.S. adult population </li></ul>
  3. 3. WhitePages.com, for Advertisers <ul><li>High reach to our premium People Search audience </li></ul><ul><ul><li>High income adults, 25-54 </li></ul></ul><ul><ul><li>In the midst of major life stages and events such as moving, getting married, having a baby </li></ul></ul><ul><li>Sophisticated, scalable behavioral, demographic and geographic targeting capabilities </li></ul><ul><li>Obsessive focus on achieving our advertisers’ campaign goals </li></ul>
  4. 4. WhitePages.com’s Behavioral Targeting <ul><li>We track users’ local business searches which we use to define targetable audience segments </li></ul><ul><li>Over 8,000 business categories and keywords are bundled to create our purchase intender segments incl. Auto, Finance, Retail, Real Estate, Health, Home Improvement, and others </li></ul><ul><li>Segments are customizable and can be changed/optimized during campaigns </li></ul><ul><li>Popular custom segments are those that target people in a desirable life stage or planning for a major life event: </li></ul>MOVING STARTING A BUSINESS HAVING A BABY GETTING MARRIED
  5. 5. Advertiser Examples <ul><li>Verizon Wireless – targeting people who searched for telecommunications services </li></ul><ul><li>Disney – targeted young families (life stage bundle) who are about to travel (travel searches) </li></ul><ul><li>Best Buy – targeted superstore and consumer electronics store searchers </li></ul><ul><li>TiVo – targeted people in the midst of major life stages (moving, having a baby, getting married, etc.) to reach people likely to be re-evaluating their home entertainment systems </li></ul>
  6. 6. Life Stage Targeting: Case Study <ul><li>CAMPAIGN GOAL: Reach and convert people in the heavy photo-taking “New Family Life Stage” </li></ul><ul><li>STRATEGY: </li></ul><ul><ul><li>New Family Segment #1 : intuitive searches (health & medicine, financial services) </li></ul></ul><ul><ul><li>New Family Segment #2 : less intuitive searches (consumer electronics, automotive, travel) </li></ul></ul><ul><li>RESULTS: </li></ul><ul><ul><li>Unusually strong lift in Shutterfly “usage consideration” (19.6%) vs. control </li></ul></ul><ul><ul><li>Positive movement in terms of aided awareness, online ad awareness, brand favorability </li></ul></ul><ul><ul><li>Both “New Family” segments had significantly higher audience compositions of adults with small children in the household v. the control group </li></ul></ul>
  7. 7. Usage-Based Audience Targeting <ul><li>Extensive internal audience surveying provided us with a clear cut audience segmentation scheme based on site usage levels </li></ul><ul><li>Depending on frequency of site visits, our users are placed in to Super Heavy, Heavy, Medium and Light User segments: </li></ul><ul><ul><li>Super Heavy Users : youngest segment (18-34), most likely to be early technology adopters and planning a wedding (“early nesters”) </li></ul></ul><ul><ul><li>Heavy Users: most likely to be at work, 35-44, and are significantly more likely to be planning to have a baby soon or starting a new business </li></ul></ul><ul><ul><li>Medium Users: slightly older segment (45-54), most likely to be planning to change jobs/start a business or to be moving to a new neighborhood </li></ul></ul><ul><ul><li>Light Users : the oldest segment (55-64), least tech-savvy, most likely to be planning travel or about to retire </li></ul></ul>
  8. 8. Why is WhitePages’ BT Different? <ul><li>WhitePages.com’s behavioral targeting is derived from search behaviors that are explicitly in the purchase consideration funnel (e.g. looking up a moving company or the local Best Buy) </li></ul><ul><li>Segment business rules (especially recency/frequency) are designed to deliver on that immediate opportunity for advertisers </li></ul><ul><li>Behavioral targeting is central to our advertising offerings, not a way to extend contextual inventory out-of-context as with other traditional publishers </li></ul>