Travel Portland Marketing Seminar - Targeting demographics vs. targeting behavior within the programmatic space.
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Using behavioral targeting to target demographics is like using a horse to pull a hybrid vehicle. It works, but it's really not the best use of technology. Using 1st and 3rd party data to target consumers is more actuate and cost effective then traditional methods. With behavior, we can identify consumers looking for products or services within the week of the activity taking place. @kevinBekker www.linkedin.com/in/kevinbekker104/en plus.google.com/+KevinBekker KevinBekker.com
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Travel Portland Marketing Seminar - Targeting demographics vs. targeting behavior within the programmatic space.
- 1. YTT K L-= Digital Audiences Targeting Consumers 2015
- 5. Hey Kev bro… I got this Travel Portland thing… can you rap about demographics?
- 6. Demographics involve the statistical study of human populations. As a very general science, it can analyze any kind of dynamic living population. Source: http://en.wikipedia.org/wiki/Demography DEMOGRAPHICS
- 7. DEMOGRAPHICS
- 12. Most of us use this paper
- 13. What if you were targeting Teepee Travel Enthusiasts?
- 14. DEMOGRAPHICS BEHAVIOR, INTEREST, & INTENT
- 16. Demographic data is gathered using declared sources, and then associated directly with the cookies within your browser • Age • Gender • Ethnicity • Education • Family status • Income • etc
- 18. OFFLINE DATA
- 23. “Nielsen only requires 472 completed diaries to statistically (and accurately) measure a population of 600,000 people” Kevin Bekker , Director of Audience Targeting | Advance Visibility
- 24. 28,800,000 Uniques 187,663 Declared Users Declared Female Audience (Code 6330)
- 26. Social Profiles
- 27. Declared Female Audience (Code 6330) 28,800,000 Uniques 187,663 Declared Users 52% Female 48% Male
- 28. How do we target consumers online? <img src="http://bcp.crwdcntrl.net/5/c=931/b=19107641" width="1" height="1"/>
- 31. Consumer Data is packaged together using a Data Management Platform (DMP)
- 32. Are they different Types of data? “dayta” or “dahta”?
- 33. WHAT IS 1st PARTY DATA?
- 34. Data Collection
- 35. What you are reading How often Sites you visit Social Signals Comments Account Login Offline Data Purchase Behavior Memberships
- 36. When and how often RECENCY AND FREQUENCY
- 37. WHAT IS 3rd PARTY DATA?
- 38. FOR SALE
- 39. 3rd PARTY DATA LACKS RECENCY AND FREQUENCY
- 40. When did the behavior happen and how many times?
- 41. EVOLUTION OF DATA COLLECTION 1st and 3rd Party Blends
- 42. 1st AND 3rd PARTY BLENDED AUDIENCES CAN BE SO PURE THEY CAN PREDICT BEHAVIOR BEFORE IT HAPPENS.
- 44. SHOULD WE STILL USE DEMOGRAPHIC DATA?
- 45. 18-35 year old affluent adults with interest in the Oregon coast within the last seven days Target should be… plus interest and intent
- 47. Best Way to target a Generation? Target where they are, and what they’re doing.
- 48. MILLENNIALS 95% own a smartphone or tablet 335K shopped online this month Avg. annual online spend: $816 92% use Google, Bing or Yahoo! 84% have a social media profile Avg. time on social media: 80 min/day 43% read news online 64% read on smartphones or tablets Source: Scarborough 2014 R2; Base: Portland DMA (28 counties); Target: 18-34
- 49. GEN XERS 88% own a smartphone or tablet 338K shopped online this month Avg. annual online spend: $930 89% use Google, Bing or Yahoo! 79% have a social media profile Avg. time on social media: 55 min/day 46% read news online 55% read on smartphones or tablets Source: Scarborough 2014 R2; Base: Portland DMA (28 counties); Target: 35-49
- 50. EMPTY NESTERS 70% own a smartphone or tablet 292K shopped online this month Avg. annual online spend: $907 74% use Google, Bing or Yahoo! 59% have a social media profile Avg. time on social media: 50 min/day 39% read news online Source: Scarborough 2014 R2; Base: Portland DMA (28 counties); Target: 50-64
- 51. SENIORS 47% own a smartphone or tablet 48% shopped online this month Avg. annual online spend: $809 52% use Google, Bing or Yahoo! 34% have a social media profile Avg. time on social media: 20 min/day 30% read news online Source: Scarborough 2014 R2; Base: Portland DMA (28 counties); Target: 65+
- 52. Kevin Bekker Local Director of Audience Targeting| Advance Visibility @ The Oregonian Media Group Kbekker@oregonian.com Direct 503.294.5945 Mobile 503.341.4623 @KevinBekker KevinBekker.com #CookieMonster #nomnom