Behavioural,Contextual & Semantic Targeting | Ali Ryan, Valued Interactive Media | iStrategy Sydney 2010


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Behavioural targeting has led to huge rewards for many of today's marketing leading organisations. Presented by Ali Ryan, Director of Valued Interactive Media at iStrategy Sydney 2010.

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Behavioural,Contextual & Semantic Targeting | Ali Ryan, Valued Interactive Media | iStrategy Sydney 2010

  1. 1. Audience Targeting Workshop<br />25th November 2010<br />The Difference is Data<br />
  2. 2. A New World<br />Online opportunities<br /><ul><li>Almost everyone online
  3. 3. Spending more time online
  4. 4. Can target and personalise
  5. 5. Easy to measure ROI</li></ul>Offline challenges<br />Fragmenting audience<br />Less time on traditional media<br />Difficult to personalise and target<br />Difficult to establish ROI<br />
  6. 6. Unravelling the media landscape<br />Key factors<br />Understand your market<br />It’s about the individual<br />Behavioural targeting is the growth methodology<br />Data is the key<br />Technology makes it possible<br />
  7. 7. It’s complicated...<br />Marketplace confusion resulting from an increasingly crowded vendor landscape. <br />Lack of transparency in methodology and lack of corresponding methods of verification.<br />Disparate pricing models. Providers sell by CPM, CPC, CPA and other options.<br />Lack of universal taxonomy. <br />Limited data scale with many , particularly for niche segments. <br />Consumer privacy and related regulation.<br />
  8. 8. A complex landscape<br />
  9. 9. A complex language<br />ASP - Application Service Provider<br />API – Application Programme Interface<br />CPA - Cost Per Acquisition<br />CPC - Cost Per Click<br />CPS - Cost Per Sale<br />CR - Conversion Rate<br />CTR - Click-Through Rate<br />DMP – Data Management Platform<br />DSP – Demand Side Platform<br />PFI - Pay For Inclusion<br />PFP - Pay For Performance<br />PPC - Pay Per Click<br />PPL - Pay Per Lead<br />PPS - Pay Per Sale<br />PV - Page View<br />RON - Run Of Network<br />ROS - Run Of Site<br />SEO - Search Engine Optimization<br />SEM - Search Engine Marketing<br />SEP - Search Engine Positioning<br />SSP – Supply Side Platform<br />UV - Unique Visitor<br />
  10. 10. Different types of targeting<br />ContextualTargeting based on site or page-level content. <br />DemographicBuy users by age, gender, income, or education. <br />Psychographic Targeting bases segmentation on end user propensity, attitude, or mindset. <br />Social connectionTargeting consumers who may have similar tastes to current customers. <br />IntentThis approach targets users who demonstrate behaviours that identify them as being actively interested in purchasing a particular product or activity.<br />RetargetingTargeting users who’ve previously visited your site, <br />Behavioural targetingCategorizes users according to surfing behaviour, ad interaction and/or search activity.<br />Search retargetingBased specifically on previous search activity <br />Semantic targetingTargeting users based on the content of the page they are viewing<br />
  11. 11. New Technology = New Thinking<br />No guesswork anymore.<br />Advertising has moved from a creative industry to a science – precise and measurable.<br />Stop thinking about customers in groups – what demographic are they in, what sites customers might go to.<br />Start thinking about individual web users - what are they buying, what lifestyle interests do they have, what are their social needs.<br />
  12. 12. What you can do online<br />Establish exactly who your natural audience is.<br />Establish who is in the market for your products – now.<br />Build segments of potential customers for targeted advertising.<br />Find people interested in your brand or product and deliver specific messages.<br />Shift ad delivery towards people in-market for your products – and away from those who aren’t.<br />Re-message people who visit your site, but don’t buy.<br />Exclude messages from being delivered to people who have already purchased.<br />
  13. 13. How you do it<br />Pixel site partners and cookie visitors.<br />Anonymous identifier means we see that cookie – but don’t know who it belongs to.<br />When we see that cookie on, say, a car site, that cookie has that interest (auto) attached.<br />If cookie is seen on price comparison site looking at a Samsung HD TV, that purchase intent (HD TV) is also attached.<br />As cookie continues around web, more interest, demographic, search and location data is attached.<br />
  14. 14. Example behavioural cookie profile<br />654-lkj-753<br /><ul><li>Interest:
  15. 15. Auto-buy used car
  16. 16. AFL
  17. 17. Photography
  18. 18. Xbox 360
  19. 19. Foodie
  20. 20. Intent:
  21. 21. HDTV
  22. 22. Audi
  23. 23. Wine
  24. 24. Location:
  25. 25. Melbourne
  26. 26. Demographic:
  27. 27. Male
  28. 28. 25-35</li></ul>Can target ads at this anonymous user with specific, relevant messages that correspond with their interests, location, demographic and purchase intent<br />
  29. 29. Segment interest breakdown for AU <br />
  30. 30. You need the latest technology<br />Real-time data collection and integration with other sources<br />VIM network data, 3rd party data, client data<br />Real-time segmentation capability<br />Interest, intent, demographic, location<br />Large inventory source <br />massive network with 90% reach<br />Real-time delivery optimisation<br />Latest, proprietary algorithms, real-time bidding<br />Self learning systems<br />See what works and what doesn’t – adapt in real-time <br />
  31. 31. You need to use best practice<br />Anonymity<br />Notice<br />Choice<br />Best privacy practices<br />Member of IASH and on a global level signed up to IAB’s Good Practice Principals for OBA<br />Check your vendor!<br />
  32. 32. Other behavioural tools<br />Dynamic retargeting<br />Audience extension<br />Continuous improvement<br />Campaign reporting<br />Audience insights<br />
  33. 33. Consider the Purchase Funnel<br />DISPLAY<br />SEARCH<br />VIM<br />RETARGETING<br />
  34. 34. Your turn to do some work...<br />Two markets<br />Travel (Qantas)<br />Finance – insurance (NRMA)<br />Imagine you want to conduct an online campaign.<br />How would you use your own visitor data and other available data to target people through the different phases of the purchase funnel?<br />Awareness / Consideration / Intent to Purchase / Purchase<br />
  35. 35. How we would do it<br /><ul><li>Place pixels on site month ahead of campaign
  36. 36. Establish visitor interest profile
  37. 37. Integrate any additional client data available; Coremetrics, Omniture etc.
  38. 38. Branding. Target specific pre-defined segments. High frequency cap. Extend audience according to new site visitors. Asses success using pre/post brand awareness/values survey.
  39. 39. Response. Place conversion pixel on site. Deliver widely across network, weighted to key segments. Low frequency cap, use conversion data to optimise delivery to converting behaviour patterns – time of day, types of site, interests, no. of visits, search terms used etc.
  40. 40. Assess campaign results throughout and tweak delivery to maximise site visits or conversions.</li></li></ul><li>Even more data...<br />What to do with it:<br /><ul><li>Post campaign analysis</li></ul>Use to improve marketing online and offline<br />Site Visitor data<br />Use to enhance content and encourage visitor loyalty<br />
  41. 41. Things to consider<br />Choose your targeting method based on your desired outcome. <br />Are you interested in reach? Visits to your site? Cost per new customer? <br />Choose your media vehicle based on your specific needs. <br />Portal or publisher direct buys. <br />Ad networks.<br />DSPs. <br />Trading desks.<br />Take steps to avoid duplicative buying - Consolidate your targeting via a single source.<br />Track and assess segments individually.<br />
  42. 42. Six golden rules<br />Test audience targeting<br />It’s accurate and affordable. Think strategically about your goals <br />Make your targeting company your partner<br />You should be in it for the long haul. Consistency and trust means more success<br />Let the data tell you who to target<br />Take the guesswork out of segment selection and create an opportunity for you to identify non-intuitive, but potentially valuable new audiences<br />Use retargeting and lookalike modelling<br />The latest technology can easily retarget site visitors and extend your natural audience,<br />Use different creatives<br />Specific messages for different audience can mean a big lift in response. Explore dynamic creative <br />Familiarize yourself with targeting methodology and privacy practices<br />Companies work in different ways. Be confident that any under consideration meet all the necessary data and privacy regulations. <br />
  43. 43. The Future<br />Only things we can be sure of:<br />Better targeting<br />More efficient ways to talk to customers<br />It won’t get any less complicated<br />Privacy issues won’t go away<br />Behavioural Targeting use will grow<br />Get on board now – audience understanding is the key to future competitor advantage...<br />