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 />
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 />
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 />
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 />
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 />
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 />
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 />
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 />
Example behavioural cookie profile<br />654-lkj-753<br /><ul><li>Interest:
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 />
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 />
Consider the Purchase Funnel<br />DISPLAY<br />SEARCH<br />VIM<br />RETARGETING<br />
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 />
How we would do it<br /><ul><li>Place pixels on site month ahead of campaign
Integrate any additional client data available; Coremetrics, Omniture etc.
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.
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.
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 />
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 />
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 />
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 />