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Behavioral Targeting is one element of the big picture Time Morning/Evening/... Region IP from Spain/Madrid/... Technology Browser, Bandwidth, Plug-ins Contextual “ Sports” Ad at Sports section Typology Interests + Sociodemographics (+ Psychographics) Psychographic Shopping/Decision Type Predictive Extrapolation of missing (sociodemographic) data Keyword Search Keywords or Keywords on web pages
wunderloop Integrated Targeting identifies customers’ interests and needs in real-time
Case Study eBay Motor Campaign – Purpose Comparison of the Effectiveness of Behavioural Targeting Campaign Contextual Campaign Car Site C Car Site A Car Site B Car Site D Vs.
Case Study eBay Motor Campaign – Methodology PHASE 1- Learning Phase Discover the 5 best performing targets: Phase 2 - Campaign Phase: Based on Phase 1: Campaign Phase was divided into 2 weeks Gaming Consoles & Internet Games AND Car, Traffic and Mobility Gaming Consoles & Internet Games AND Economy & Finance Real Estate Telecom/Computer and Technical AND Science and Technology Car, Traffic & Mobility 2 Phase Approach
Case Study eBay Motor Campaign – Results Ad impressions CTR (%)
Case Study eBay Motor Campaign – Results 32% decrease in CPM reaching a 28% uplift in ROI
Target group (according to customer) is family oriented
Use of 1 motive and 1 campaign format (expandable skyscraper)
Purpose: Measurement of Campaign awareness and recall
TG 0 „Without Targeting
TG 1 „IT-Interest“
TG 2 „Family Oriented“
TG 3 „Lifestyle-Interest“
Case Study – “Ad recall” OUTCOME Higher Ad Recall of Target „IT Interest“ than originally determined target group! Control Group TG 0 „Without Targeting TG 1 „IT-Interest“ TG 2 „Family Oriented“ TG 3 „Lifestyle-Interest“