HiMA Presentation - Specific Media

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    HiMA Presentation - Specific Media - Presentation Transcript

    1. PRESENTED TO: The Rise of Behavioral Targeting we deliver specific audiences to advertisers December 4, 2008 Paul Oronoz Regional VP, West Coast Sales
    2. What is Behavioral Targeting? PREMIUM • Targets consumers whose recent online behaviors indicate interest in a given product • Focuses on people, rather than content, targeting consumers in a less competitive environment • Among fastest-growing advertising strategies, estimated to reach $3.8B by 2011* 1 2 3 Identify Segment Target Demographic: Males, 18 – 34 Behavioral / Contextual: Sports & Recreation:: Motor Racing:: NASCAR Geographic: CA, TX, NY © Specific Media 2008 *eMarketer, June 2007 Confidential / page 2 www.specificmedia.com
    3. Who Is It? PREMIUM Identify the Pop Star Data Points: Female Great Dancer Great Data Point: Great Dancer Dancer 80s Point: Data Icon Female © Specific Media 2008 Confidential / page 3 www.specificmedia.com
    4. The Magic of Behavioral Targeting PREMIUM y Ad log no ch Te © Specific Media 2008 Confidential / page 4 www.specificmedia.com
    5. Behavioral Targeting Methods PREMIUM Traditional Behavioral Targeting METHOD #1: METHOD #2: • Targets endemic category sites that cater • Collects 1 – 2 data points across a small to particular audience segments network of sites, then segments users LIMITATIONS: LIMITATIONS: • Reaches general rather than specific • Generates profiles based on limited data audiences CAMPAIGN RESULTS: CAMPAIGN RESULTS: • Limited scale • Limited scale • Targeting inaccuracies • Targeting inaccuracies © Specific Media 2008 Confidential / page 5 www.specificmedia.com
    6. Advancements to Behavioral Targeting PREMIUM • Counters inefficiencies of conventional behavioral targeting models • Provides more data points on more consumers online • Increases speed to identify and sort the most valuable data points on consumer profiles • Increases the scale and accuracy of behavioral targeting Behavioral Targeting Technology Overview Behavioral Targeting Overview Behavioral Behaviorally Consumer data Targeting Index targeted ads applied served © Specific Media 2008 Confidential / page 6 www.specificmedia.com
    7. Behavioral Targeting Comparison PREMIUM Conventional Segmentation Advanced Segmentation • Visits travel aggregate site • Requests hotel room quote from travel site • Visits weather site • Reads Couple’s Vacation Getaways article on news site • Searches Las Vegas hotels Travel • Reviews blog about weddings Shopper • Visits Las Vegas wedding site • Located in Los Angeles Vegas Hotel Travel Shopper © Specific Media 2008 Confidential / page 7 www.specificmedia.com
    8. Advance Behavioral Targeting Index: Who Is It? PREMIUM Identify the Basketball Player Data Points: Houston Rockets Chinese National Team Plays Center Data Point: 7’ 6” Great Dancer Female Plays for the NBA Data Point: Male © Specific Media 2008 Confidential / page 8 www.specificmedia.com
    9. Frequently Asked Questions PREMIUM • What differentiates behavioral targeting? Available segments, reach, publisher network, reporting, access to ad server, experience and flexibility. • What insights should you gain from media partners? Profiles on potential customers. • How can you measure online campaign impact? By leveraging ad effectiveness and offline purchase reports. You can also track sales and actions through an ad server. • Where will my ads appear? Ask your rep for a full or partial site list. It is important to note that some publishers restrict networks from full site disclosure. • How do I get started? Evaluate, research and test with an experienced and flexible media partner. © Specific Media 2008 Confidential / page 9 www.specificmedia.com
    10. Behavioral Targeting Recipe For Success PREMIUM Data Network Utilize an extensive data network to ensure scale & accuracy. User-based Behavioral Targeting Employ user-based, not content or site-based behavioral targeting. Retargeting Increase the frequency and reach / activity of your best potential customers. Ensure Positive Brand Associations Partner with a premium network of quality publishers. Share your Goals with your Media Partner Help your partner help you. Let your media partner help with optimization. Test New Segments Explore & test market segments outside assumed behavioral profiles. Dynamically Generated Ads (Advanced) Use your entire catalogue to serve a custom ad for each potential customer. Online and Offline Performance (Advanced) Measure everything, including how your campaign affected offline sales. © Specific Media 2008 Confidential / page 10 www.specificmedia.com
    11. Thank You PREMIUM Paul Oronoz Regional VP, West Coast Sales Specific Media www.specificmedia.com 424.702.1941 / paul@specificmedia.com Ashley Murdter Senior Account Executive Specific Media www.specificmedia.com 214.926.4130 / amurdter@specificmedia.com © Specific Media 2008 Confidential / page 11 www.specificmedia.com

    + Houston Interactive Marketing AssociationHouston Interactive Marketing Association, 2 years ago

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