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Welcome to Evolution: Audience Based Marketing - Now and Moving Forward
Welcome to Evolution: Audience Based Marketing - Now and Moving Forward
Welcome to Evolution: Audience Based Marketing - Now and Moving Forward
Welcome to Evolution: Audience Based Marketing - Now and Moving Forward
Welcome to Evolution: Audience Based Marketing - Now and Moving Forward
Welcome to Evolution: Audience Based Marketing - Now and Moving Forward
Welcome to Evolution: Audience Based Marketing - Now and Moving Forward
Welcome to Evolution: Audience Based Marketing - Now and Moving Forward
Welcome to Evolution: Audience Based Marketing - Now and Moving Forward
Welcome to Evolution: Audience Based Marketing - Now and Moving Forward
Welcome to Evolution: Audience Based Marketing - Now and Moving Forward
Welcome to Evolution: Audience Based Marketing - Now and Moving Forward
Welcome to Evolution: Audience Based Marketing - Now and Moving Forward
Welcome to Evolution: Audience Based Marketing - Now and Moving Forward
Welcome to Evolution: Audience Based Marketing - Now and Moving Forward
Welcome to Evolution: Audience Based Marketing - Now and Moving Forward
Welcome to Evolution: Audience Based Marketing - Now and Moving Forward
Welcome to Evolution: Audience Based Marketing - Now and Moving Forward
Welcome to Evolution: Audience Based Marketing - Now and Moving Forward
Welcome to Evolution: Audience Based Marketing - Now and Moving Forward
Welcome to Evolution: Audience Based Marketing - Now and Moving Forward
Welcome to Evolution: Audience Based Marketing - Now and Moving Forward
Welcome to Evolution: Audience Based Marketing - Now and Moving Forward
Welcome to Evolution: Audience Based Marketing - Now and Moving Forward
Welcome to Evolution: Audience Based Marketing - Now and Moving Forward
Welcome to Evolution: Audience Based Marketing - Now and Moving Forward
Welcome to Evolution: Audience Based Marketing - Now and Moving Forward
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Welcome to Evolution: Audience Based Marketing - Now and Moving Forward

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If there’s one thing we can guarantee in today’s dynamic online advertising ecosystem is that it will continue to change. During the past few years, new technologies and digital ad serving, analytics …

If there’s one thing we can guarantee in today’s dynamic online advertising ecosystem is that it will continue to change. During the past few years, new technologies and digital ad serving, analytics and media buying and selling tools have emerged and have fundamentally changed the industry.

Inherent within all this change lies real opportunity for advertisers and publishers looking to deliver more effective, efficient campaigns. Yet, outside of these rapid advancements the overall focus for advertisers and publishers is based on the same fundamental question: “How can I get the right message to the right consumer at the right time and in the right place in order to achieve the objectives of my campaign, whether it’s improving the perception of my brand or getting them to take an immediate action?”

Of course reaching the right audience is paramount for campaign success and finding and reaching those consumers willing to pay attention and convert is the ultimate goal for any campaign.

The core of any successful online advertising campaign is based on the need to connect with those consumers who will be most interested and receptive to the advertiser’s message. While traditionally advertisers and publishers have employed practices focused around broad targeting techniques or have been using modeling to pre-define audience segments to accomplish this task, the reality is that ‘one size fits all’ marketing doesn’t work well in this context. Because the consumers who see these ads represent a very diverse range of needs and desires, to be successful, advertisers and publishers need to have access to an ongoing understanding of who their best customers are, what they want and need, and what they will respond to.

The audience targeting path to the future requires a data-led way of thinking about the needs of advertisers and subsequently their customers. It’s no longer about going after the ‘low hanging fruit’ or broad mass markets. It’s now based on sophisticated learning to create meaningful audience segments that allow advertisers and publishers to advance their relationships with consumers in a more personal, relevant and timely manner.

This report will explore the emergence of data-driven audience targeting and will reveal some of the ways that publishers are embracing newer ‘actual data’ tools to create dynamic audience segments that are more flexible and truly able to meet the needs of advertisers.

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  • 1. Welcome to the EvolutionAudience Based Marketing - Now and Moving Forward AudienceScience Market Intelligence 2011
  • 2. Table of Contents Al Fe Executive Summary 1 Football Auto Loans The March Towards Sophisticated Audience Targeting Enthusiasts 3 1. Aggregating multiple online and offline data sources 5Dvd Hf beyondEi page view activity 2. Go basic Cas Ca Mb Ny Hs Hi 5 Si 3. Leveraging data management platforms to control and manage ongoing New Years data Entertainment Credit Card campaign Home 6 Improvement Shopping Dvd Buyers Horror Fans Influencers Career Seekers Applicants Mom & Baby Resolution Makers Holiday Shoppers Enthusiasts Influencers 4. Defining and building precise target audiences 6 Mg Ml Tv Es Ha Oe Pi 5. Connecting audiences with available inventory across multiple buying and selling points Os Pl 6 Val 6. Employing campaign insights to optimize and refine targeted campaigns Political Education Home Outdoor 7 Movie-Goers Music Lovers Tv Enthusiasts Seekers Accountants Enthusiast Influencers Online Shoppers Pet Lovers Valentines Day 7. Providing control, transparency and reproducibility for future campaigns 7 Vi Vg XBox I Re Defining your Audience Strategy through the Behaviorally Driven Marketplace 9 Pm Pp R Hw Pe Video Game XBox Insurance Real Estate & Politically Minded Health & Wellness Performance Influencers Defining ‘Lookalike’ Behaviors to Deliver Audiences Video Gamers Enthusiasts Shoppers Mortgage Shoppers Individuals Proud Parents Retirees 11 Advocates Enthusiasts Ps3 Nds Wii Looking Beyond the ‘Lookalikes’ Rp Se S Soc Sb Df 15 Sp Ps3 Nds Wii Retirement Social Diet & Fitness Spring Seasonal Enthusiasts The Audience Targeting Planners Finding the NewSingles Enthusiasts Enthusiasts Shift: Savvy Economic Path Networkers Sports Buffs 17 Enthusiasts ShoppersFam Rs Changes for AdvertisersSf So St Btg Back To School Mp W Mt 20 Cg Family Romantic Sci-Fi Movie Small Business Computer & Gadget US Military Mexico Shoppers Arrival of the Shoppers Shoppers Automated Owners Infrastructure Stock Trader Shoppers Personnel Women 20 Travelers Casual Gamers Fs Lv Conclusion Ec Ws Bts Ti Sp Ce Hg 21 Tri Fall Clothing Las Vegas Winter Clothing Back-To-School Technology Spring Seasonal Cell Phone Holiday Gadget Travel Shoppers Glossary of Industry Terms Travelers Economy Intenders Shoppers Clothing & Supplies Influencers Shoppers Enthuisiasts 23 Shoppers Influencers Lb Ai About AudienceScience Ct Ae Bt Hd Gl Ge H 25 Bf Caribbean Business Holiday Dinner GolfLuxury Buyers Auto Influencers Travelers Auto Enthusiasts Travelers Planners Gadget Lovers Enthusiasts Hispanic Beauty & Fashion Af A As Ci Cv Ht Co Lm M F Asian Crossover Cruise Hawaii Computer Action Fans Imports Auto Shoppers Intenders Vacationers Travellers Shoppers Life Milestones Men Foodies Cs Db Aa Art Ea Fan Ac Bc Tr Ss African Art & Culture Eco-AwareCoupe Shoppers Domestic Buyers American Enthusiasts Individuals Fantasy Sports Affluent Consumer Budget Conscious Truck Buyers Sedan Shoppers Wv Sr Bts Back-To-School Hh Cf Dr Market Intelligence Report – Welcome to the Evolution Bd Bi Ani Bw Winter Sports Summer Clothing & Business Decision Business
  • 3. Executive Summary Al Fe If there’s one thing we can guarantee in today’s dynamic online advertising ecosystem is that it will Football Auto Loans continue to change. During the past few years, new technologies and digital ad serving, analytics Enthusiasts and media buying and selling tools have emerged and have fundamentally changed the industry.Dvd Hf Ei Cas Ca Mb Ny Inherent within all this change lies real opportunity for advertisers and publishers looking to deliver Hs Hi Si Entertainment Credit Card New Years Home Improvement Shopping Dvd Buyers more effective, Influencers campaigns. Yet, outside of these rapid advancements the overall focus for Horror Fans efficient Career Seekers Applicants Mom & Baby Resolution Makers Holiday Shoppers Enthusiasts Influencers advertisers and publishers is based on the same fundamental question: “How can I get the right Mg Ml Tv Es Ha Oe message to the right consumer at the right time and in the right place in order to achieve the Pi Os Pl Val objectives of my campaign, whether it’s improving the perception of myPolitical or getting them to take Education Home Outdoor brand Movie-Goers Music Lovers Tv Enthusiasts Seekers Accountants Enthusiast Influencers Online Shoppers Pet Lovers Valentines Day an immediate action?” Vi Vg XBox I Re Pm Of course reaching the right audience is paramount for campaign success and finding and reaching Pp R Hw Pe those consumers willing to pay attention and convert is the ultimate goal for any campaign. Video Game XBox Insurance Real Estate & Politically Minded Health & Wellness Performance Influencers Video Gamers Enthusiasts Shoppers Mortgage Shoppers Individuals Proud Parents Retirees Advocates Enthusiasts The core of any successful online advertising campaign is based on the need to connect with those Ps3 Nds Wii Rp Se S Soc consumers who will be most interested and receptive to the advertiser’s message. While traditionally advertisers and publishers have employed practices focused around broad targeting techniques or Sb Df Sp Ps3 Nds Wii Retirement Social Diet & Fitness Spring Seasonal Enthusiasts have been using modeling toPlanners Enthusiasts Enthusiasts pre-defineSavvy Economic segments to accomplish this task,Buffs reality is audience Singles Networkers Sports the Enthusiasts Shoppers that ‘one size fits all’ marketing doesn’t work well in this context. Because the consumers who seeFam Rs Sf So St Btg these ads represent a very diverse range of needs and desires, to be successful, advertisers and Back To School Mp W Mt Cg Family publishers need to Movie accessBusiness ongoing understandingGadget Romantic Sci-Fi have Small to an Computer & of who US Military their best customers are, what Mexico Shoppers Shoppers Shoppers Owners Stock Trader Shoppers Personnel Women Travelers Casual Gamers they want and need, and what they will respond to. Fs Lv Ec Ws Bts Ti The audience targeting path to the future requires a data-led way of thinking about the needs of Sp Ce Hg Tri Fall Clothing advertisers and subsequently their customers. It’s no longer about goingSeasonal the ‘low hangingHoliday Gadget Las Vegas Winter Clothing Back-To-School Technology Spring after Cell Phone fruit’ Travel Shoppers Travelers Economy Intenders Shoppers Clothing & Supplies Influencers Shoppers Enthuisiasts Shoppers Influencers or broad mass markets. It’s now based on sophisticated learning to create meaningful audience segments that allow advertisers and publishers to advance their relationships with consumers in a Lb Ai Ct more personal, relevant and timely manner.Ae Bt Hd Gl Ge H Bf Caribbean Business Holiday Dinner GolfLuxury Buyers Auto Influencers Travelers Auto Enthusiasts Travelers Planners Gadget Lovers Enthusiasts Hispanic Beauty & Fashion This report will explore the emergence of data-driven audience targeting and will reveal some of the ways that publishers are embracing newer ‘actual data’ tools to create dynamic audience segments Af A As Ci Cv that are more flexible and truly able to meet the needs of advertisers. Ht Co Lm M F Asian Crossover Cruise Hawaii Computer Action Fans Imports Auto Shoppers Intenders Vacationers Travellers Shoppers Life Milestones Men Foodies Cs Db Aa Art Ea Fan Ac Bc Tr Ss African Art & Culture Eco-AwareCoupe Shoppers Domestic Buyers American Enthusiasts Individuals Fantasy Sports Affluent Consumer Budget Conscious Truck Buyers Sedan Shoppers Wv Sr Bts Back-To-School Hh Cf Dr Market Intelligence Report – Welcome to the Evolution Bd Bi Ani Bw 1 Winter Sports Summer Clothing & Business Decision Business
  • 4. The March TowardsSophisticated Audience Targeting 2
  • 5. The March Towards Sophisticated Audience Targeting Al W Fe hile huge technological advances have come together to create unprecedented online audience targeting capabilities, at the heart of any effective advertising campaign (on or offline) lies the ability to get the right message to the right consumer at the right time so that they Football Auto Loans take action and for the right price. Enthusiasts Today, online publishers and advertisers have access to a depth of targeting data never seen before.Dvd Hf Ei Cas Ca Mb From site specific analytics and actionable metrics to an abundance of 3rd party sources, they have Ny Hs Hi Si Dvd Buyers abundance Entertainment to work Seekers However, while this explosion of data is the fuel poweringEnthusiasts anHorror Fans of riches Influencers Career with. Credit Card Applicants Mom & Baby New Years Resolution Makers Holiday Shoppers Homethe Improvement Shopping Influencers new online advertising ecosystem, without the intelligence to understand and apply all this data, it Mg Ml often has little value. Tv Es Ha Oe Pi Os Pl Val Education Home Outdoor Political The evolution of Enthusiasts is very much the evolution of data. As marketers’ confidence has grown in targeting Movie-Goers Music Lovers Tv Seekers Accountants Enthusiast Influencers Online Shoppers Pet Lovers Valentines Day the value of online advertising, they are now demanding greater precision and looking to replicate the Vi Vg XBox I targeting sophistication of offline in the online environment. Re Pm Pp R Hw Pe Video Game Influencers We’ve seen the Enthusiasts Video Gamers move from a reliance onMortgage Shoppers Politically Minded Proud Parents XBox Insurance Shoppers broad targeting Individuals such as geo-targeting—focusing on Real Estate & options Retirees Health & Wellness Advocates Performance Enthusiasts location rather than people—and contextual—where site was proxy for audience—to demographics, Ps3 Nds Wii Rp Se S and defining the classic age/gender/income segments. The advent of behavioral targeting saw greater use of data to identify targets, with one or two online actions defining audience segments. Soc Sb Df Sp Ps3 Nds Wii Retirement Social Diet & Fitness Spring Seasonal Enthusiasts This was the forerunner to the Planners Enthusiasts Enthusiasts emergenceSavvymuch more sophisticatedNetworkers of Economic Singles data-driven audience building. Sports Buffs Enthusiasts ShoppersFam Rs Sf So St Btg Back To School Mp W Mt Cg Family Romantic Sci-Fi Movie Small Business Computer & Gadget US Military Mexico Shoppers Shoppers Shoppers Owners Stock Trader Shoppers Personnel Women Travelers Casual Gamers Fs Lv Ec Ws Bts Ti Sp Ce Hg Tri Fall Clothing Las Vegas Winter Clothing Back-To-School Technology Spring Seasonal Cell Phone Holiday Gadget Travel Shoppers Travelers Economy Intenders Shoppers Clothing & Supplies Influencers Shoppers Enthuisiasts Shoppers Influencers Lb Ai Ct Ae Bt Hd Gl Ge H Bf Caribbean Business Holiday Dinner GolfLuxury Buyers Auto Influencers Travelers Auto Enthusiasts Travelers Planners Gadget Lovers Enthusiasts Hispanic Beauty & Fashion Af A As Ci Cv Ht Co Lm M F Asian Crossover Cruise Hawaii Computer Action Fans Imports Auto Shoppers Intenders Vacationers Travellers Shoppers Life Milestones Men Foodies Cs Db Aa Art Ea Fan Ac Bc Tr Ss African Art & Culture Eco-AwareCoupe Shoppers Domestic Buyers American Enthusiasts Individuals Fantasy Sports Affluent Consumer Budget Conscious Truck Buyers Sedan Shoppers Wv Sr Bts Back-To-School Hh Cf Dr Market Intelligence Report – Welcome to the Evolution Bd Bi Ani Bw 3 Winter Sports Summer Clothing & Business Decision Business
  • 6. Today, audience targeting is about driving real value through an audience strategy: a combination of targeted campaign data, ad serving technologies and partnerships with advertising networks, media buying channels and third-party data providers. Ultimately, the goal is to find intelligent ways to combine these elements so that cost and waste are reduced and advertising messages are positioned in a way that they deliver the most relevant message to the right consumers. Channeling all these Al Fe elements is complex and today requires data management technologies to deliver true audience insight and targeting. In particular it requires platforms to: Football Auto Loans EnthusiastsDvd Hf Ei Cas Ca Mb Ny Hs Hi Si Entertainment Credit Card New Years Home Improvement Shopping Dvd Buyers Horror Fans Influencers Career Seekers Applicants Mom & Baby Resolution Makers Holiday Shoppers Enthusiasts Influencers Mg Ml Tv Es Ha Oe Pi Os Pl Val Education Home Outdoor Political Movie-Goers Music Lovers Tv Enthusiasts Seekers Accountants Enthusiast Influencers Online Shoppers Pet Lovers Valentines Day Vi Vg XBox I Re Pm Pp R Hw Pe Video Game XBox Insurance Real Estate & Politically Minded Health & Wellness Performance Influencers Video Gamers Enthusiasts Shoppers Mortgage Shoppers Individuals Proud Parents Retirees Advocates Enthusiasts Ps3 Nds Wii Rp Se S Soc Sb Df Sp Ps3 Nds Wii Retirement Social Diet & Fitness Spring Seasonal Enthusiasts Enthusiasts Enthusiasts Planners Savvy Economic Singles Networkers Sports Buffs Enthusiasts ShoppersFam Rs Sf So St Btg Back To School Mp W Mt Cg Family 1. Aggregate Movie Romantic Sci-Fi multiple and diverse online Small Business and off-line data Military Computer & Gadget US sources Mexico Shoppers Shoppers Shoppers Owners Stock Trader Shoppers Personnel Women Travelers Casual Gamers 2. Go beyond basic page view activity Fs Lv 3. Provide Ec Ws Bts Ti Sp Ce a single audience targeting platform that allows advertisers to Hg Tri Fall Clothing Las Vegas Shoppers control and manage ongoing Back-To-School Travelers Economy Intenders Winter Clothing Shoppers campaign Clothing & Supplies Technology data Influencers Spring Seasonal Shoppers Cell Phone Enthuisiasts Holiday Gadget Shoppers Travel Influencers 4. Define and build precise target audiences Lb Ai Ct Ae Bt Hd Gl Ge 5. Connect audiences with available advertising inventory across multiple H Bf Caribbean Business Holiday Dinner GolfLuxury Buyers buying and selling points Auto Influencers Travelers Auto Enthusiasts Travelers Planners Gadget Lovers Enthusiasts Hispanic Beauty & Fashion 6. Employ campaign insights to optimize and refine targeted campaigns Af A As Ci Cv Ht Co Lm M F 7. Provide control, transparency and reproducibility for future campaigns Asian Crossover Cruise Hawaii Computer Action Fans Imports Auto Shoppers Intenders Vacationers Travellers Shoppers Life Milestones Men Foodies Cs Db Aa Art Ea Fan Ac Bc Tr Ss African Art & Culture Eco-AwareCoupe Shoppers Domestic Buyers American Enthusiasts Individuals Fantasy Sports Affluent Consumer Budget Conscious Truck Buyers Sedan Shoppers Wv Sr Bts Back-To-School Hh Cf Dr Market Intelligence Report – Welcome to the Evolution Bd Bi Ani Bw 4 Winter Sports Summer Clothing & Business Decision Business
  • 7. Let’s explore each of these features separately: 1. Aggregating multiple online and offline data sources In the world of marketing, targeting is king. And in the world of targeting, data rules supreme! Al Fe To be effective, targeting requires real intelligence and understanding that is often built on diverse and very granular data. Creating an audience based on a single point of criteria like age or gender Football Auto Loans is Enthusiasts rarely sufficient to get the job done. Because real people are never that limited in their scope and needs, advertisers need access to data which can help them to construct multifaceted targetingDvd Hf Ei Cas Ca Mb Ny ‘personalities’ more in line with the real people that they represent. This information often exists both Hs Hi Si inside and outside an advertiser’s business. Card Entertainment Credit New Years Home Improvement Shopping Dvd Buyers Horror Fans Influencers Career Seekers Applicants Mom & Baby Resolution Makers Holiday Shoppers Enthusiasts Influencers Traditionally, valuable internal audience data is often scattered across different areas and channels of Mg Ml Tv Es Ha Oe Pi a business. Attempting to bring it together in the past has been, at best, logistically very difficult. The Os Pl Val Education Home Outdoor Political Movie-Goers result Lovers lossEnthusiasts Music is the Tv of valuable intelligence which businesses can use to better understand the needs Seekers Accountants Enthusiast Influencers Online Shoppers Pet Lovers Valentines Day and behaviors of key customers. Often, by default, the lack of this data means that advertisers end Vi Vg XBox I Re Pm Pp up settling for simple customer snapshots on which to base their targeting. This lack of insight dilutes R Hw Pe Video Game and distorts campaign targeting effectiveness by& limiting the criteria being used to reach the ideal XBox Insurance Real Estate Politically Minded Health & Wellness Performance Influencers Video Gamers Enthusiasts Shoppers Mortgage Shoppers Individuals Proud Parents Retirees Advocates Enthusiasts customers and not just those that share similarities. Ps3 Nds Wii Rp Se S Any effective audience targeting campaign management process needs to include the ability to Soc Sb Df Sp Ps3 connect disparate Wii Nds data points with one another by collecting, importingSocial collating huge volume & Fitness Retirement and Diet of Spring Seasonal Enthusiasts Enthusiasts Enthusiasts Planners Savvy Economic Singles Networkers Sports Buffs Enthusiasts Shoppers data from different sources into a single platform. This can include internal data, such as from past marketing campaigns, as well as ongoing web site traffic patterns, such as through measurementFam Rs Sf So St Btg of content most often read, number of searches made, specific actions taken, sites/sections/pages Back To School Mp W Mt Cg Family Romantic Sci-Fi Movie Small Business Computer & Gadget US Military Mexico Shoppers visited, site registration information, etc. Shoppers Shoppers Owners Stock Trader Shoppers Personnel Women Travelers Casual Gamers Fs Lv Ec Ws Bts Ti Today, this combination of rich online data is now being melded with off-line data that includes demographic, psychographic, lifestyle, product registration data, attitudinal and transactional data Sp Ce Hg Tri Fall Clothing Las Vegas Winter Clothing Back-To-School Technology Spring Seasonal Cell Phone Holiday Gadget Travel Shoppers points (among others) to create a much Clothing & Supplies Travelers Economy Intenders Shoppers deeper targetingInfluencers model. Shoppers Enthuisiasts Shoppers Influencers Lb Ai Ct 2. Go beyond basic page view activity Ae Bt Hd Gl Ge H Bf There is tremendous value in drawing from the words Holiday Dinner Caribbean Business on site pages, the on-site search terms, the GolfLuxury Buyers Auto Influencers Travelers Auto Enthusiasts Travelers Planners Gadget Lovers Enthusiasts Hispanic Beauty & Fashion referring search activity, on-site actions/events (like calculators, e-mailing articles, dealer locaters, Af A As Ci Cv Ht etc.), IP attributes, etc. This comprises a strategic technological course of action that is more Co important than data collected from a basic data collection pixel. It is crucial to achieve competitive Lm M F Asian Crossover Cruise Hawaii Computer Action Fans advantage by getting all data Intenders Imports Auto Shoppers on every possible page view, as opposed to a DMP that does simple Vacationers Travellers Shoppers Life Milestones Men Foodies data collection through a container tag, or a conversion pixel on key pages. Cs Db Aa Art Ea Fan Ac Bc Tr Ss African Art & Culture Eco-AwareCoupe Shoppers Domestic Buyers American Enthusiasts Individuals Fantasy Sports Affluent Consumer Budget Conscious Truck Buyers Sedan Shoppers Wv Sr Bts Back-To-School Hh Cf Dr Market Intelligence Report – Welcome to the Evolution Bd Bi Ani Bw 5 Winter Sports Summer Clothing & Business Decision Business
  • 8. 3. Leveraging data management platforms to control and manage ongoing campaign data Data is the fuel that runs any effective online targeting campaign. However, collecting data for data’s sake is like having a reserve of gasoline that only ever sits in a container in the garage—until it’s put Al Fe to proper use, it has little value. Football Because audience targeting campaigns can be very complex and because there are frequently Auto Loans Enthusiasts multiple channels, systems, and databases that all need to work together, it is paramount thatDvd Hf Ei Cas Ca Mb advertisers have access to data management tools which give them the correct insight and understanding they need in order to make important targeting decisions. Ny Hs Hi Si Entertainment Credit Card New Years Home Improvement Shopping Dvd Buyers Horror Fans Influencers Career Seekers Applicants Mom & Baby Resolution Makers Holiday Shoppers Enthusiasts Influencers By using a single platform to control and manage data, advertisers are able to collect and Mg Ml Tv Es Ha Oe apply granular insights and campaign optimization from multiple points of view and apply this Pi Os Pl Val understanding to all their campaigns. Education Home Outdoor Political Movie-Goers Music Lovers Tv Enthusiasts Seekers Accountants Enthusiast Influencers Online Shoppers Pet Lovers Valentines Day 4. Defining and building precise target audiences Vi Vg XBox I Re Pm Accurate targeting requires the ability to define your audience explicitly, clearly and, most importantly, Pp R Hw Pe Video Game XBox Insurance Real Estate & Politically Minded Health & Wellness Performance Influencers accurately. Data managementShoppers Video Gamers Enthusiasts platformsMortgage Shoppers empower publishers and advertisers to apply logic controls Individuals Proud Parents Retirees Advocates Enthusiasts so they can better manage audience segments based on their unique needs and allow publishers to Ps3 Nds Wii Rp Se S better understand, define, and build true audiences across multiple dimensions used to target online Soc Sb Df Sp Ps3 advertising campaigns. Nds Wii Retirement Social Diet & Fitness Spring Seasonal Enthusiasts Enthusiasts Enthusiasts Planners Savvy Economic Singles Networkers Sports Buffs Enthusiasts Shoppers A key component to audience definition is having the tools to transparently understand whatFam Rs Sf So St Btg elements define an audience. Too often there is a reliance on unseen algorithms or “black box” Back To School Mp W Mt Cg Family solutions, and guesswork Romantic Sci-Fi Movie becomes a common default when defining US Military Small Business Computer & Gadget audience segments. While this Mexico Shoppers Shoppers Shoppers Owners Stock Trader Shoppers Personnel Women Travelers Casual Gamers may have been acceptable in the early days, the growing sophistication of online targeting, the need Fs Lv Ec Ws Bts Ti to replicate the same target groups across multiple channels, and the greater awareness of data quality and (sources) mean this is no longer sufficient. Sp Ce Hg Tri Fall Clothing Las Vegas Winter Clothing Back-To-School Technology Spring Seasonal Cell Phone Holiday Gadget Travel Shoppers Travelers Economy Intenders Shoppers Clothing & Supplies Influencers Shoppers Enthuisiasts Shoppers Influencers 5. Connecting audiences with available inventory across multiple buying Lb Ai and selling points Ct Ae Bt Hd Gl Ge H Bf In a multi-channel/multi-partnership/multi-platform environment it is essential thatGolf Caribbean Business Holiday Dinner any audienceLuxury Buyers Auto Influencers Travelers Auto Enthusiasts Travelers Planners Gadget Lovers Enthusiasts Hispanic Beauty & Fashion segment built can be shared and used, based on the needs of the publisher or advertiser. With data Af A As Ci Cv Ht management platforms, the tools also need to offer total control of who has access to and use of any segment. At the same time, the platform must offer the flexibility to allow different audiences Co Lm M F Asian Crossover Cruise Hawaii Computer Action Fans to be bought, Auto Shoppers Imports sold or shared Intenders the multiple partnerships that operate in the online advertising across Vacationers Travellers Shoppers Life Milestones Men Foodies ecosystem. Cs Db Aa Art Ea Fan Ac Bc Tr Ss African Art & Culture Eco-AwareCoupe Shoppers Domestic Buyers American Enthusiasts Individuals Fantasy Sports Affluent Consumer Budget Conscious Truck Buyers Sedan Shoppers Wv Sr Bts Back-To-School Hh Cf Dr Market Intelligence Report – Welcome to the Evolution Bd Bi Ani Bw 6 Winter Sports Summer Clothing & Business Decision Business
  • 9. Although primarily used today for online display advertising, any data management platform should also be flexible enough to allow it to work across a multitude of channels. From measuring video campaigns through to mobile, the platform should offer real channel connectivity, ensuring that audiences can be defined and reached based on campaign needs and not siloed by channel. Such flexibility also has applications for offline activity. Advertisers should have the ability to tie in Al Fe audience targeting between online and offline sources, enabling truly integrated campaigns to be Football developed and executed. Auto Loans Enthusiasts 6. Employing campaign insights to optimize and refine targeted campaignsDvd Hf Ei Cas Ca Mb Ny Any effective platform needs to offer a suite of reporting and analytics to drive audience optimization Hs Hi Si Entertainment Credit Card New Years Home Improvement Shopping Dvd Buyers and to Fans and maximize overall campaign performance goals. Horror meet Influencers Career Seekers Applicants Mom & Baby Resolution Makers Holiday Shoppers Enthusiasts Influencers Mg Ml Tv Es Ha Oe Pi Providing the granularity of intelligence for fine-tuning audience targeting definitions is essential in order to focus on the key data drivers that comprise an audience. However, this needs to be coupled Os Pl Val Education Home Outdoor Political Movie-Goers with the real-time capabilities so that campaign performance can be fine-tuned and new parameters Music Lovers Tv Enthusiasts Seekers Accountants Enthusiast Influencers Online Shoppers Pet Lovers Valentines Day tested and implemented mid-campaign. Vi Vg XBox I Re 7. Providing control, transparency and reproducibility for future campaigns Pm Pp R Hw Pe Video Game XBox Insurance Real Estate & Politically Minded Health & Wellness Performance Influencers Video Gamers Enthusiasts Shoppers Mortgage Shoppers Individuals Proud Parents Retirees Advocates Enthusiasts When working with multiple parties and media producers, the concept of “target audience” can get lost in translation, as each partner may define an audience differently. Any effective data management Ps3 Nds Wii Rp Se S Soc platform should give advertisers control of definitions rather than accept another party’s interpretation Sb Df Sp Ps3 it.Nds Wii Retirement Social ofEnthusiasts then provides the ability to judge the effectiveness of different channels Sports Buffs This Diet & Fitness by comparingEnthusiasts the Spring Seasonal Enthusiasts Enthusiasts Planners Savvy Economic Singles Networkers Shoppers performance across multiple media sources to further optimize campaigns.Fam Rs Sf So St Btg With advertisers controlling how audiences are defined, real transparency is possible by sharing an Back To School Mp W Mt Cg Family understanding Sci-Fi Movie Romantic of exactly whichBusiness points an audience is& based Small data Computer Gadget upon. As mentioned previously, US Military Mexico Shoppers Shoppers Shoppers Owners Stock Trader Shoppers Personnel Women Travelers Casual Gamers blackbox solutions prevent such transparency from being possible. In turn, this makes it very difficult Fs Lv Ec Ws Bts Ti Sp to see what drives an audience, whether the original audience truly reflects the profile required by the marketer and how profiles can be refined and optimized during a campaign. Ce Hg Tri Fall Clothing Las Vegas Winter Clothing Back-To-School Technology Spring Seasonal Cell Phone Holiday Gadget Travel Shoppers Travelers Economy Intenders Shoppers Clothing & Supplies Influencers Shoppers Enthuisiasts Shoppers Influencers The ability to build and save an audience on a data management platform ensures this same segment Lb Ai Ct Ae Bt Hd (and its associated definition) can be used in the future, with the marketer having the reassurance it will be replicated exactly. This gives publishers the confidence that when advertisers repeat Gl Ge H Bf Caribbean Business Holiday Dinner GolfLuxury Buyers a campaign they will deliver to the same Travelers Auto Influencers Travelers Auto Enthusiasts audience andPlanners advertisers to replicate successful enable Gadget Lovers Enthusiasts Hispanic Beauty & Fashion campaigns and accurately compare results. Af A As Ci Cv Ht Co Lm M F Asian Crossover Cruise Hawaii Computer Action Fans Imports Auto Shoppers Intenders Vacationers Travellers Shoppers Life Milestones Men Foodies Cs Db Aa Art Ea Fan Ac Bc Tr Ss African Art & Culture Eco-AwareCoupe Shoppers Domestic Buyers American Enthusiasts Individuals Fantasy Sports Affluent Consumer Budget Conscious Truck Buyers Sedan Shoppers Wv Sr Bts Back-To-School Hh Cf Dr Market Intelligence Report – Welcome to the Evolution Bd Bi Ani Bw 7 Winter Sports Summer Clothing & Business Decision Business
  • 10. Defining yourAudience Strategy through theBehaviorally Driven Marketplace 8
  • 11. Defining your Audience Strategy through the Behaviorally Driven Marketplace Al Auto Loans PFe erhaps the biggest challenge for advertisers today is in how they define the criteria needed to Football Enthusiasts identify target audiences. The traditional obsession of mass media advertising around volume has trained many advertisers to focus their efforts on ways they can reach the greatest number of consumers—with little consideration as to who they are or what they want or need. ApartDvd Hf Ei Cas Ca Mb from the time and money these practices waste, the sad truth is that these forms of advertising Ny Hs Hi Si generally reach a vast majority of consumers for whom the message Newpointless or irrelevant. Improvement Entertainment Credit Card is Years Home Shopping Dvd Buyers Horror Fans Influencers Career Seekers Applicants Mom & Baby Resolution Makers Holiday Shoppers Enthusiasts Influencers Reaching targeted audiences is a necessary ingredient for today’s advertisers. This means that Mg Ml Tv Es Ha Oe publishers need to be able to help define the needs and interests of site visitors on an ongoing basisPi Os Pl Val so the data can be paired with an advertiser’s messageOutdoor Education Home to allow the Political consumers to come in ‘right’ Movie-Goers Music Lovers Tv Enthusiasts Seekers Accountants Enthusiast Influencers Online Shoppers Pet Lovers Valentines Day contact with messages that are most timely and relevant to their needs and interests. However, Vi Vg XBox I Re Pm identifying what a consumer wants and needs is the first major hurdle that both publishers and advertisers need to get over. Pp R Hw Pe Video Game XBox Insurance Real Estate & Politically Minded Health & Wellness Performance Influencers Video Gamers Enthusiasts Shoppers Mortgage Shoppers Individuals Proud Parents Retirees Advocates Enthusiasts One of the main challenges that all advertisers face is that audiences of all kinds are constantly in a state of flux and even seemingly easy to define consumer needs change from moment to moment. Ps3 Nds Wii Rp Se S For example, a consumer looking to buy a new car may express all sorts of indicative behaviors in Soc Sb Df Sp Ps3 Enthusiasts their Nds Wii Enthusiasts Retirement the sites they Economic the themes of the Social Enthusiasts behaviors throughPlanners online Savvy visited, Singles Diet & Fitness content they access andEnthusiasts Networkers Sports Buffs the Spring Seasonal Shoppers ads they interact with. If they match all of the points of criteria that a publisher has set out to helpFam Rs Sf So St Btg identify them, they can easily be targeted as a consumer showing a strong interest in buying a new Mp car. This is a perfect scenario right up to the point where that consumer buys a new car. Right after Back To School W Mt Cg Family Romantic Sci-Fi Movie Small Business Computer & Gadget US Military Mexico Shoppers that point the model falls apart. In fact, this consumer immediately shifts from beingWomen receptive Shoppers Shoppers Owners Stock Trader Shoppers Personnel highly Travelers Casual Gamers to offers for new cars to not being receptive at all! To keep reaching a consumer with a targeted offer Fs Lv Ec Ws Bts after the fact is largely useless and can even create a negative branding effect.Ti Sp Ce Hg Tri Fall Clothing Las Vegas Winter Clothing Back-To-School Technology Spring Seasonal Cell Phone Holiday Gadget Travel Shoppers This is one of the challenges around simple retargeting.Influencers currently a very Enthuisiasts and often Travelers Economy Intenders Shoppers Clothing & Supplies Although Shoppers popular Shoppers Influencers effective solution, compared with data-driven targeting, it can be unsophisticated and the danger of Lb Ai Ct Ae Bt Hd not building in an element of recency means consumers will continue to be targeted long after they Gl Ge H Bf have actually made the purchase. Caribbean Business Holiday Dinner GolfLuxury Buyers Auto Influencers Travelers Auto Enthusiasts Travelers Planners Gadget Lovers Enthusiasts Hispanic Beauty & Fashion Af A As Ci Cv Ht Co Lm M F Asian Crossover Cruise Hawaii Computer Action Fans Imports Auto Shoppers Intenders Vacationers Travellers Shoppers Life Milestones Men Foodies Cs Db Aa Art Ea Fan Ac Bc Tr Ss African Art & Culture Eco-AwareCoupe Shoppers Domestic Buyers American Enthusiasts Individuals Fantasy Sports Affluent Consumer Budget Conscious Truck Buyers Sedan Shoppers Wv Sr Bts Back-To-School Hh Cf Dr Market Intelligence Report – Welcome to the Evolution Bd Bi Ani Bw 9 Winter Sports Summer Clothing & Business Decision Business
  • 12. Defining‘Lookalike’ Behaviors to DeliverAudiences 10
  • 13. Defining ‘Lookalike’ Behaviors to Deliver Audiences Al T Fe he core of any successful audience strategy is based on how effectively publishers can reveal and decipher human behaviors when consumers are in the buying window for a product or service. While overall human behaviors can be complex, there are plenty of consumer Football Auto Loans behaviors that offer a predictive outlook as to their thoughts and intentions in the future. EnthusiastsDvd Hf Ei Cas Ca Mb Often, the inability of some platforms to harvest and handle behavioral data at scale and in the Ny Hs Hi Si necessary volumes required to build meaningful audiences means different approaches need to Entertainment Credit Card New Years Home Improvement Shopping Dvd Buyers Horror Fans Influencers Career Seekers Applicants Mom & Baby Resolution Makers Holiday Shoppers Enthusiasts Influencers be adopted. Mg Ml Tv Es Ha Oe To make up for this lack of actual data, advertisers are often restricted to what they can model Pi Os Pl Val out or observe directly. As a Education we have seen the rise in use of Political result, Home Outdoor ‘lookalike’ modeling to define Movie-Goers Music Lovers Tv Enthusiasts Seekers Accountants Enthusiast Influencers Online Shoppers Pet Lovers Valentines Day audiences—a technique used in the offline world to ‘fill in the gaps’ when actual data is at a Vi Vg XBox I Re Pm premium. This approach is based upon the idea of identifying the behavioral pathways of a small group of known customers—often derived from broad survey information around demographics Pp R Hw Pe Video Game XBox Insurance Real Estate & Politically Minded Health & Wellness Performance Influencers and interests—and using this Shoppers Video Gamers Enthusiasts information to help define Individuals Mortgage Shoppers users with similar characteristics, henceAdvocates Proud Parents Retirees the Enthusiasts term ‘lookalikes’. By modeling out, this allows a larger audience segment to be created. Although Ps3 Nds Wii Rp Se S a recognized approach, these ‘lookalike’ audience segments represent a much less sophisticated Soc Sb Df Sp Ps3 and accurate audience targeting strategy, as real data will always be the most valuable for delivering Nds Wii Retirement Social Diet & Fitness Spring Seasonal Enthusiasts Enthusiasts Enthusiasts Planners Savvy Economic Singles Networkers Sports Buffs Enthusiasts Shoppers insight and precision. For example, in the offline world this is reflected in the fact such lists would beFam Rs Sf So St Btg cheaper to buy than those built purely on actual data. As a result, lookalike targeting can be limited in its usefulness for several reasons. Back To School Mp W Mt Cg Family Romantic Sci-Fi Movie Small Business Computer & Gadget US Military Mexico Shoppers Shoppers Shoppers Owners Stock Trader Shoppers Personnel Women Travelers Casual Gamers The first is that lookalike targeting makes predictive assumptions about a consumer’s behavior based Fs Lv Ec Ws Bts Ti on the behaviors of other consumers. While this approach may bear fruit, the challenges that most Sp Ce Hg Tri Fall Clothing publishers face is that these suppositions are based on ‘best case guesstimates’Cell Phone and notGadget Las Vegas Winter Clothing Back-To-School Technology Spring Seasonal thinking Holiday Travel Shoppers Travelers Economy Intenders Shoppers Clothing & Supplies Influencers Shoppers Enthuisiasts Shoppers Influencers real ongoing consumer behaviors. Lb Ai Ct Ae Bt Hd For example, anybody who has ever been a parent has certainly gone through a shift in their personal Gl Ge H Bf perspective of the world and in how they Business Caribbean behave. However, the simple act of becoming a parent Holiday Dinner GolfLuxury Buyers Auto Influencers Travelers Auto Enthusiasts Travelers Planners Gadget Lovers Enthusiasts Hispanic Beauty & Fashion doesn’t prescribe a universal set of behaviors that all parents suddenly follow. Certainly there are Af A As Ci Cv Ht clear distinctions between the needs, attitudes and behaviors of consumers who are raising children compared against other consumers who have never had children, but there is still a huge amount of Co Lm M F Asian Crossover Cruise Hawaii Computer Action Fans variability within the group being classified as ‘parents’ Travellers Imports Auto Shoppers Intenders Vacationers stemming from factors such as the age of Shoppers Life Milestones Men Foodies their children, lifestyles, educational concerns and possibly thousands of other points of criteria. Cs Db Aa Art Ea Fan Ac Bc Tr Ss African Art & Culture Eco-AwareCoupe Shoppers Domestic Buyers American Enthusiasts Individuals Fantasy Sports Affluent Consumer Budget Conscious Truck Buyers Sedan Shoppers Wv Sr Bts Back-To-School Hh Cf Dr Market Intelligence Report – Welcome to the Evolution Bd Bi Ani Bw 11 Winter Sports Summer Clothing & Business Decision Business
  • 14. This means that a publisher looking to create a target audience segment surrounding the ongoing needs of parents would need to have clearly defined criteria in place to sort this larger group into perhaps dozens of smaller audience segments in order for it to be useful to many advertisers. Segments that are too generalized are still going to reach a large number of the wrong consumers. The second challenge is around accuracy. The accuracy of any model is driven by the proportion Al Fe of actual data used to derive it. The smaller your sample size and the less real data used, the Football more guesswork is needed. Modeling from small volumes on often broad data fails to provide Auto Loans Enthusiasts the differentiation and discrimination that building targeting around actual data delivers, leadingDvd Hf Ei Cas Ca Mb to potentially a number of inaccurate suppositions to be made. For example, say a marketer was creating a campaign to drive traffic to a site that sold tickets to football games. Looking at a small Ny Hs Hi Si Entertainment Credit Card New Years Home Improvement Shopping Dvd Buyers sample may indicate that the target audience is mainly men between the ages of Shoppers 50—a Horror Fans Influencers Career Seekers Applicants Mom & Baby Resolution Makers Holiday 18 and Enthusiasts Influencers supposition that seems plausible. However, using only these criteria to target an audience excludes Mg Ml Tv Es Ha Oe the possibility that there are also plenty of women who are football fans. This scenario also doesn’t Pi Os Pl Val take into consideration that not all men in the target gender and age range will be football fans. It also Education Home Outdoor Political Movie-Goers Music Lovers Tv Enthusiasts doesn’t take into consideration the other interests that sports fans in Influencers may have which could Seekers Accountants Enthusiast general Online Shoppers Pet Lovers Valentines Day be used to drive additional interest and traffic to sites that address these needs and desires. Vi Vg XBox I Re Pm Pp R Hw Pe Video Game XBox Insurance Real Estate & Politically Minded Health & Wellness Performance Influencers Video Gamers Enthusiasts Shoppers Mortgage Shoppers Individuals Proud Parents Retirees Advocates Enthusiasts Ps3 Nds Wii Rp Se S Soc Sb Df Sp Ps3 Nds Wii Retirement Social Diet & Fitness Spring Seasonal Enthusiasts Enthusiasts Enthusiasts Planners Savvy Economic Singles Networkers Sports Buffs Enthusiasts ShoppersFam Rs Sf So St Btg Back To School Mp W Mt Cg Family Romantic Sci-Fi Movie Small Business Computer & Gadget US Military Mexico Shoppers Shoppers Shoppers Owners Stock Trader Shoppers Personnel Women Travelers Casual Gamers Fs Lv Ec Ws Bts Ti Sp Ce Hg Tri Fall Clothing Las Vegas Winter Clothing Back-To-School Technology Spring Seasonal Cell Phone Holiday Gadget Travel Shoppers Travelers Economy Intenders Shoppers Clothing & Supplies Influencers Shoppers Enthuisiasts Shoppers Influencers Lb Ai Ct Ae Bt Hd Gl Ge H Bf Caribbean Business Holiday Dinner GolfLuxury Buyers Auto Influencers Travelers Auto Enthusiasts Travelers Planners Gadget Lovers Enthusiasts Hispanic Beauty & Fashion Af A As Ci Cv Ht Co Lm M F Asian Crossover Cruise Hawaii Computer Action Fans Imports Auto Shoppers Intenders Vacationers Travellers Shoppers Life Milestones Men Foodies Cs Db Aa Art Ea Fan Ac Bc Tr Ss African Art & Culture Eco-AwareCoupe Shoppers Domestic Buyers American Enthusiasts Individuals Fantasy Sports Affluent Consumer Budget Conscious Truck Buyers Sedan Shoppers Wv Sr Bts Back-To-School Hh Cf Dr Market Intelligence Report – Welcome to the Evolution Bd Bi Ani Bw 12 Winter Sports Summer Clothing & Business Decision Business
  • 15. While these initial targeting suppositions may sharpen the marketing focus somewhat, it still offersan incomplete picture of who the audience really is and what they really want or need. In order to beeffective today, advertisers need to tightly sharpen the targeting focus to take into consideration realbehavioral data that can better show them where their audience is based on a flow of actions andbehaviors that cares less about specific data points like gender and age and instead looks for criteriathat can be associated with, for example, football fans’ behaviors and more specifically football fanswho buy tickets to games.Inherent in the lookalike model is that users with similar characteristics will act in a similar manner tothe group the model was built on. However, this makes a very broad assumption that they will alsobe in the market for the particular offering. People are only in market for a short period of time andalthough you can identify similar group characteristics through modeling, this is very different fromhaving a genuine interest in something and being in the buying window. As a result, you are oftenfaced with the situation of reaching audiences that are not interested in your offering.Finally, using the lookalike approach needs to be seen in the context of the reach/relevancyargument. By its very nature, actual data will lose out when it comes to reach. However, extendingreach requires targeting to be much broader and accuracy to be sacrificed. Again, a mass marketmentality moves away from the fundamental need to reach a defined targeted audience. 13 Market Intelligence Report – Welcome to the Evolution
  • 16. LookingBeyond the‘Lookalikes’ 14
  • 17. Looking Beyond the ‘Lookalikes’W hile lookalike modeling can be valuable and does have a role to play, even taking into account clever analytics and a skilled data analyst, modeled data can never be aspowerful as actual information. It’s therefore important to recognize the difference between knowndata and imputed data.For advertisers, effective marketing is less about finding an audience than meeting their campaignobjectives. In short, advertisers want to see a positive yield from the time, resources and money theyput into their advertising. Reaching the right audience is only the first step to making this happen.Mostly, advertisers want to reach the right consumers who will be most likely to respond favorably totheir campaign.In order to do this, advertisers need to have access to audience segments that are continuouslybeing revised and refined to spot consumer behaviors or trends that indicate which consumers arepotentially most receptive to an offer. This requires the use of real data feedback loops.Real data feedback loops enable publishers and advertisers to eliminate guesswork by creatingtransparent systems that show what is really happening during a campaign. For example, campaignplanners may decide on a target audience that they think will be most interested in a product orservice only to discover, by measuring the types of consumers who actually respond to the campaign,that the people the advertiser wanted to reach and who showed up are two different audiences. 15 Market Intelligence Report – Welcome to the Evolution
  • 18. The AudienceTargeting Shift: Finding the New Path 16
  • 19. The Audience Targeting Shift: Finding the New Path Al W Fe hile audience targeting offers unprecedented insights into optimizing media buying and ad placement, it is important to understand that these are not ‘set it and forget it’ programs nor are they self-sustaining. Football Auto Loans Enthusiasts Realistically there are no magical solutions in which audience segments manage themselves. Like anything of value, audience targeting requires ongoing updates and changes to targeting criteria inDvd Hf Ei Cas Ca Mb Ny order to be effective. It’s also worth mentioning that few publishers reach their precise targeting goals Hs Hi Si Dvd Buyers on the Fans try. Entertainment Horror first All segmentsCareer Seekers evolution that is Mom & Baby campaign feedback Shoppers Home Improvement Influencers require an Credit Card Applicants New Years based on Resolution Makers Holiday and collecting Enthusiasts Shopping Influencers ongoing consumer and site data. Mg Ml Tv Es Ha Oe Audience targeting is built upon a foundation that looks for the relationship between the people that Pi Os Pl Val Movie-Goers advertisers wantEnthusiasts to—Education consumers who haveOutdoor Music Lovers Tv to ‘talk’ those Seekers Home Accountants Enthusiast Political exhibited behaviors that indicate that they Influencers Online Shoppers Pet Lovers Valentines Day would like to be part of the advertiser’s conversation. Vi Vg XBox I Re Pm Pp In order to create these relationships, publishers first need to identify which aspects of a site visitor’s R Hw Pe Video Game behavior are most in line withInsurance people who havePolitically Minded Proud Parents XBox those Real Estate & met the advertiser’s needs inRetireespast. Health & Wellness the These Performance Influencers Video Gamers Enthusiasts Shoppers Mortgage Shoppers Individuals Advocates Enthusiasts ‘behaviors’ are derived from 1st party data collected by the publishers themselves along with more Ps3 Nds Wii Rp Se S diverse 3rd party data being shared through ad networks, ad exchanges, social media sources, data exchanges and, increasingly, via offline data. Soc Sb Df Sp Ps3 Nds Wii Retirement Social Diet & Fitness Spring Seasonal Enthusiasts Enthusiasts Enthusiasts Planners Savvy Economic Singles Networkers Sports Buffs Enthusiasts ShoppersFam Rs Sf So St Btg Back To School Mp W Mt Cg Family Romantic Sci-Fi Movie Small Business Computer & Gadget US Military Mexico Shoppers Shoppers Shoppers Owners Stock Trader Shoppers Personnel Women Travelers Casual Gamers Fs Lv Ec Ws Bts Ti Sp Ce Hg Tri Fall Clothing Las Vegas Winter Clothing Back-To-School Technology Spring Seasonal Cell Phone Holiday Gadget Travel Shoppers Travelers Economy Intenders Shoppers Clothing & Supplies Influencers Shoppers Enthuisiasts Shoppers Influencers Lb Ai Ct Ae Bt Hd Gl Ge H Bf Caribbean Business Holiday Dinner GolfLuxury Buyers Auto Influencers Travelers Auto Enthusiasts Travelers Planners Gadget Lovers Enthusiasts Hispanic Beauty & Fashion Af A As Ci Cv Ht Co Lm M F Asian Crossover Cruise Hawaii Computer Action Fans Imports Auto Shoppers Intenders Vacationers Travellers Shoppers Life Milestones Men Foodies Cs Db Aa Art Ea Fan Ac Bc Tr Ss African Art & Culture Eco-AwareCoupe Shoppers Domestic Buyers American Enthusiasts Individuals Fantasy Sports Affluent Consumer Budget Conscious Truck Buyers Sedan Shoppers Wv Sr Bts Back-To-School Hh Cf Dr Market Intelligence Report – Welcome to the Evolution Bd Bi Ani Bw 17 Winter Sports Summer Clothing & Business Decision Business
  • 20. Today, audience targeting cannot be seen as a single approach but represents a wide range ofdifferent practices that includes segment targeting, behavioral targeting, publisher retargeting,predictive targeting and contextual targeting, among others.One challenge with many of the targeting solutions being offered today is that different vendorsdefine ‘audience targeting’ differently. Some vendors offer audience targeting solutions that are basicdemographically focused campaigns. Others rely purely on placing ads on contextually relevant sitesand pages.While each solution offers unique strengths and challenges, for the purposes of this paper, we willdefine audience targeting as data-driven targeting that focuses on the creation of defined audiencesegments. In turn, these segments can be used by publishers and advertisers to create more directways to place ads in front of the most receptive consumers regardless of which web sites and pagesthey visit. In short, audience targeting enables advertisers to buy audiences and not pages. 18 Market Intelligence Report – Welcome to the Evolution
  • 21. Changes for Advertisers 19
  • 22. Changes for Advertisers Al R Fe ecent advances in audience targeting have also provided advertisers powerful new tools for better reaching consumers most likely to respond to their advertising and also most likely to convert. Football Auto Loans Enthusiasts Because of the depth of data being used in audience targeting today, publishers and advertisers can create much more granular profiles that address individual consumer needs. This precise levelDvd Hf Ei Cas Ca Mb of personal targeting is being coupled with advertising systems that can create dynamic display ads Ny Hs Hi Si Entertainment themselvesCareer the fly to create personalized and impactful advertising solutionsImprovement that can rebuildInfluencers on Seekers Credit Card New Years Home to Shopping Dvd Buyers Horror Fans Applicants Mom & Baby Resolution Makers Holiday Shoppers Enthusiasts Influencers enhance an advertiser’s audience strategy. Mg Ml Tv Es Ha Oe How advertisers are buying impressions is changing too. Unlike models of just a few years ago when Pi Os Pl Val mediaLovers Education Home Outdoor Political buying was based on buying ad placement on specific sites in Influencers quantities of 1000 impressions Movie-Goers Music Tv Enthusiasts Seekers Accountants Enthusiast Online Shoppers Pet Lovers Valentines Day (CPM), today automated buying systems allow advertisers to buy single impressions, when they need Vi Vg XBox I Re Pm them, from a wide range of publishers. This means that advertisers can reach their target audiences across sites and pages as needed in a highly efficient way. Pp R Hw Pe Video Game XBox Insurance Real Estate & Politically Minded Health & Wellness Performance Influencers Video Gamers Enthusiasts Shoppers Mortgage Shoppers Individuals Proud Parents Retirees Advocates Enthusiasts Ps3 Arrival of the Automated Infrastructure Nds Wii Rp Se S Soc Sb Df Sp Ps3 Nds Wii Retirement Social Diet & Fitness Spring Seasonal Enthusiasts Enthusiasts Enthusiasts Planners Savvy Economic Singles Networkers Sports Buffs Enthusiasts ShoppersFam Family W Rs Romantic Sf So St Btg Mp ith the rise of Search Engine Marketing (SEM) platforms like Google, came the idea of bidding on individual impressions as they were needed. Sci-Fi Movie Small Business Back To School Computer & Gadget US Military W Mt Mexico Cg Shoppers Shoppers Shoppers Owners Stock Trader Shoppers Personnel Women Travelers Casual Gamers This concept was introduced into the online display market with the emergence of the advertising exchanges and new media transaction platforms. As a catalyst to the streamlining of online Fs Lv Ec Ws Bts Ti advertising, these platforms heralded the arrival of a host of new platforms, technologies and Sp Ce Hg Tri Fall Clothing Shoppers three Vegas acronyms (including Clothing Clothing & Supplies requirements of the buy side or sell side Shoppers Las letter Economy Intenders Winter DMPs) to support the Technology Travelers Shoppers Back-To-School Influencers Spring Seasonal Shoppers Cell Phone Enthuisiasts Holiday Gadget (or, Travel Influencers sometimes, both). Lb Ai Ct Ae Bt For more information on these entities, please see the Glossary at the end. Hd Gl Ge H Bf Caribbean Business Holiday Dinner GolfLuxury Buyers Auto Influencers Travelers Auto Enthusiasts Travelers Planners Gadget Lovers Enthusiasts Hispanic Beauty & Fashion Af A As Ci Cv Ht Co Lm M F Asian Crossover Cruise Hawaii Computer Action Fans Imports Auto Shoppers Intenders Vacationers Travellers Shoppers Life Milestones Men Foodies Cs Db Aa Art Ea Fan Ac Bc Tr Ss African Art & Culture Eco-AwareCoupe Shoppers Domestic Buyers American Enthusiasts Individuals Fantasy Sports Affluent Consumer Budget Conscious Truck Buyers Sedan Shoppers Wv Sr Bts Back-To-School Hh Cf Dr Market Intelligence Report – Welcome to the Evolution Bd Bi Ani Bw 20 Winter Sports Summer Clothing & Business Decision Business
  • 23. Conclusion A s target marketing matures and new systems are built from the real data being collected, greater and greater focus will be on better ways to collect data and then how it can be Al Fe measured, analyzed and continuously applied to engage consumers. Football Auto Loans The rise of data management platforms means that publishers and advertisers are able to define Enthusiasts more specifically who their target audiences are and, perhaps more importantly, why.Dvd Hf Ei Cas Ca Mb Ny In turn, this data will be used to drive largely automated media transaction systems that can take Hs Hi Si Entertainment Credit Card New Years Home Improvement Shopping Dvd Buyers on the Fans difficult tasks of identifying target audiences while they are inMakers Holiday Shoppers applied Horror most Influencers Career Seekers Applicants Mom & Baby Resolution motion and using Enthusiasts Influencers criteria to instantaneously deliver ads so that contact between the right message and right consumer Mg Ml Tv can be accomplished consistently. Es Ha Oe Pi Os Pl Val Education Home Outdoor Political This evolution Tv Enthusiasts audience segments that are Enthusiast on ‘best scenario’Online Shoppers targeting means that based lookalike Movie-Goers Music Lovers Seekers Accountants Influencers Pet Lovers Valentines Day will continue to give way to solutions that are based on real and actionable data points. Data Vi Vg XBox I Re Pm Pp management platforms take the guess work out of the equation for advertisers and publishers. These new platforms allow for more accurate targeting by building audiences based on actual behaviors and R Hw Pe Video Game XBox Insurance Real Estate & Politically Minded Health & Wellness Performance Influencers not just behavioral assumptions or broad, static survey responses. They also enable Retirees relevant ad Video Gamers Enthusiasts Shoppers Mortgage Shoppers Individuals Proud Parents more Advocates Enthusiasts placement by accurately measuring interest and intent (and not just related characteristics) to find the Ps3 Nds Wii Rp Se S Soc right consumer. Perhaps the greatest benefit of the new data-driven platform is the flexibility they offer advertisers and publishers. Instead of requiring that every nuance of a media buy is monitored, they Sb Df Sp Ps3 Nds Wii Retirement Social Diet & Fitness Spring Seasonal Enthusiasts can instead allow the system Planners Enthusiasts Enthusiasts to identify Savvy Economic andSingles ads as required. Not only does Enthusiasts opportunity place Networkers Sports Buffs this Shoppers free advertisers and publishers to focus on other important decisions, it also helps reduce points ofFam Rs Sf So St Btg conflict between publishers and advertisers that often stem from instances where inventory may be Back To School Mp W Mt Cg Family undelivered, resulting in ‘make goods’ and other alternations toGadget agreements. Romantic Sci-Fi Movie Small Business Computer & media US Military Mexico Shoppers Shoppers Shoppers Owners Stock Trader Shoppers Personnel Women Travelers Casual Gamers This evolution also means that buying impressions in large, broad clusters or trying to buy audiences Fs Lv Ec Ws Bts Ti based simply around contextual markers will become much less efficient and less common. The Sp Ce Hg Tri overwhelmingly good news for all digital advertisers is that this new efficiency will lead to a greater Fall Clothing Las Vegas Winter Clothing Back-To-School Technology Spring Seasonal Cell Phone Holiday Gadget Travel Shoppers Economy Intenders percentage of successful ad placement Clothing & Supplies Return on Investment (ROI).Enthuisiasts Travelers Shoppers and increasing Influencers Shoppers Shoppers Influencers Lb Ai Ct Ae Bt Hd As each of these new tools are put into place, the sophistication of the platforms to handle that Gl data will continue to grow and so will their accuracy and value. For advertisers and publishers who Ge H Bf Caribbean Business Holiday Dinner GolfLuxury Buyers embrace these solutions today comes the added benefit of standing out as more competitive in Auto Influencers Travelers Auto Enthusiasts Travelers Planners Gadget Lovers Enthusiasts Hispanic Beauty & Fashion one’s market. It also means that late adopters will face a much greater challenge getting up to speed Af A As should they wait too long. Ci Cv Ht Co Lm M F Asian Crossover Cruise Hawaii Computer Action Fans At the end of the day, the benefits of accurate and actionable targeting are unquestionable. While there Imports Auto Shoppers Intenders Vacationers Travellers Shoppers Life Milestones Men Foodies are always challenges in adopting new ways to do business, having the right technology partners can Cs Db Aa Art Ea Fan Ac minimize those challenges and enable advertisers and publishers to reach those benefits more quickly. Bc Tr Ss African Art & Culture Eco-AwareCoupe Shoppers Domestic Buyers American Enthusiasts Individuals Fantasy Sports Affluent Consumer Budget Conscious Truck Buyers Sedan Shoppers Wv Sr Bts Back-To-School Hh Cf Dr Market Intelligence Report – Welcome to the Evolution Bd Bi Ani Bw 21 Winter Sports Summer Clothing & Business Decision Business
  • 24. Glossary ofIndustry Terms 22
  • 25. Glossary of Industry Terms Al T Fe here are times when the ‘alphabet soup’ of new terms, acronyms and buzz words can make even the most seasoned veteran feel like a stranger in a strange land. Hopefully this glossary of the most common terms will help you navigate the online advertising landscape. Football Auto Loans Enthusiasts Ad Exchange Ad ImpressionDvd Hf Ei Cas Ca Mb Ny Hs Hi Si Ad exchanges provide a sales Refers to a single ad placement on a web page. channel to publishers and ad networks, asEntertainment well as aggregated Credit Card New Years Home Improvement Shopping Dvd Buyers Horror Fans to advertisers. They Seekers inventory Influencers Career Applicants Ad Network Mom & Baby Resolution Makers Holiday Shoppers Enthusiasts Influencers provide a technology platform that Ad networks provide an outsourced sales capability Mg Ml Tv Es Ha Oe Pi Os Pl Val facilitates automated auction based for publishers and a means to aggregate inventory and pricing and buying in real-time. audiences from numerous sources in a single buying opportunity for media buyers. Education Home Outdoor Political Movie-Goers Music Lovers Tv Enthusiasts Seekers Accountants Enthusiast Influencers Online Shoppers Pet Lovers Valentines Day Behavioral Segment Vi Vg XBox Refers to a group of consumers who share similar targeting I Re Targetinga Behavioral Pm The process of using Pp Centrographic R Targeting Hw Pe Video Game characteristics, i.e., people who XBox Insurance consumer’sPolitically Minded Real Estate & ‘behavior’ or Refers to targeting Health & Wellness Performance Influencers show specific Enthusiastsin a new car Video Gamers interest Shoppers online activities on the Mortgage Shoppers Individuals Proud Parentscriteria based on Retirees Advocates Enthusiasts purchase or who exhibit behaviors web to help determine that cultural markers that are consistent with people consumer’s needs, areas of associated with a Ps3 Nds Wii raising children. Rp Se S interest and mood for the purpose of matching that Soc Sb geographic area. i.e., language, climate and Df Sp Ps3 Nds Wii Retirement ads that meetNetworkers traditional behaviors Diet & Fitness consumer with Singles Social Spring Seasonal Enthusiasts Enthusiasts Enthusiasts Planners Savvy Economic Sports Buffs Enthusiasts Shoppers those areas of interest. are all examples. Client Side Refers to actions that take placeFam Rs Sf on the consumer’s computer including requests for web page So St Btg Contextual Targeting Back To School Mp W Mt Cg Family Romantic Shoppers data and functionsMovie Shoppers Sci-Fi Shoppers Small Business performed by Owners Stock Trader Computer & Gadget The placementShoppers US Military Mexico of display or text ads on a web page based Travelers Personnel Women Casual Gamers computer applications being run by on the relationship between the ad content and keywords consumers. that exist on that page. Fs Lv Ec Ws Bts Ti Sp Ce Hg Tri Fall Clothing Las Vegas Winter Clothing Back-To-School Technology Spring Seasonal Cell Phone Holiday Gadget Travel Shoppers Data Exchange Intenders Travelers Economy Shoppers Data Management PlatformShoppers Clothing & Supplies Influencers (DMP) Enthuisiasts Shoppers Influencers An auction-based marketplace A single platform for aggregating and managing multiple allowing publishers to sell data sources—at scale—and then enabling transparent, Lb Ai Ct aggregated anonymized audience data to advertisers, agencies and Ae Bt Hd Gl precise audiences to be defined and targeted. These Ge platforms deliver reporting and campaign insight to help H Bf networks. Caribbean drive optimization Dinnerrefined targeting. Business Holiday and GolfLuxury Buyers Auto Influencers Travelers Auto Enthusiasts Travelers Planners Gadget Lovers Enthusiasts Hispanic Beauty & Fashion Af A Day-part Targeting As Ci Cv Ht Co The process of placing ads onto web pages using time of day, day of week or seasonal events as the Lm M F criteria for placing a relevant message in front Cruise Asian Crossover of consumers. Hawaii Computer An example would be running ads for coffee Action Fans Imports Auto Shoppers Intenders Vacationers Travellers Shoppers Life Milestones Men Foodies or breakfast foods during early morning hours. Cs Db Aa Art Ea Fan Ac Bc Tr Ss African Art & Culture Eco-AwareCoupe Shoppers Domestic Buyers American Enthusiasts Individuals Fantasy Sports Affluent Consumer Budget Conscious Truck Buyers Sedan Shoppers Wv Sr Bts Back-To-School Hh Cf Dr Market Intelligence Report – Welcome to the Evolution Bd Bi Ani Bw 23 Winter Sports Summer Clothing & Business Decision Business
  • 26. Demand Side Platform (DSP) First Party Cookie Also called buy side optimizers or buy side Cookies which are placed into a site visitor’s platforms, Demand Side Platforms provide browser by the web site publisher to denote centralized (aggregated) media buying from multiple an existing relationship. sources including ad exchanges, ad networks and sell side platforms, leveraging real time bidding Al Fe capabilities. This allows advertisers to better manage their media buying across multiple sources IP Targeting Refers to targeting geographic audiences of inventory to ensure they are purchasing the most Football based on the physical locations of their Auto Loans Enthusiasts inventory to them based on the needs of valuable computers and networks. their campaign.Dvd Hf Ei Cas Ca Mb Ny Hs Hi Si Predictive Targeting Entertainment Psychographic Targeting New Years Credit Card Home Improvement Shopping Dvd Buyers Horror Fans model using onsite surveys Targeting Influencers Career Seekers Targeting model Baby on the beliefs, attitudes, interestsEnthusiasts Applicants Mom & based Resolution Makers Holiday Shoppers Influencers or other third party data to define the and opinions of consumers. Often considered the characteristics of an audience. Using ‘essence’ of what drives many consumer decisions. Mg Ml Tv Es the profile, lookalike users are identified displaying similar characteristics to Ha Oe Pi Os Pl Val build up a larger universe. Education Home Outdoor Political Movie-Goers Music Lovers Tv Enthusiasts Seekers Accountants Enthusiast Retargeting Influencers Online Shoppers Pet Lovers Valentines Day Refers to a form of audience targeting in which 1st and 3rd party cookies are used to determine a consumer’s previous Vi Vg XBox Real Time Bidding (RTB) A function of the real time trading of I Re Pm Pp interest with a site’s offering. Retargeting allows advertisers to reposition ads in front of that consumer on sites other R Hw Pe Video Game an auction environment, Mortgagethan& XBox Insurance Real Estate Influencers impressions inEnthusiasts Video Gamers Shoppers theirPolitically Minded Individuals Proud Parents Retirees Health & Wellness Shoppers own in the future in an effort to get the consumer Advocates Performance Enthusiasts RTB allows the buyer to decide (in real to return to their site and continue the relationship. time) whether to bid or not bid for a Ps3 Nds Wii specific impression based on additional data they have. In addition, the buyer Rp Se S Soc Sb Df Sp decides the bid price based on the Semantic Targeting Ps3 Nds Wii Retirement Social Diet & Fitness Spring Seasonal Enthusiasts perceived value of the impression to Enthusiasts Enthusiasts Planners Savvy Economic to page targeting based on the explicit meaning Refers Singles Networkers Sports Buffs Enthusiasts Shoppers them. From the sell side, RTB provides of the words on a web page and not just keyword the opportunity for publishers to better relationships. Helps to better define contextual relevance inFam Rs Sf monetize their inventory. So St Btg Mp which keyword meaning and ads may be poorly matched. Back To School W Mt Cg Family Romantic Sci-Fi Movie Small Business Computer & Gadget US Military Mexico Shoppers Shoppers Shoppers Owners Stock Trader Shoppers Personnel Women Travelers Casual Gamers Server Side Supply Side Platform (SSP) Fs Lv Ec Ws Bts Ti Sp Ce Hg Tri Refers to functions and operations that are performed Also known as yield optimizers or on the publisher’s server and not those of the supply side optimizers, they provide consumer. outsourced media selling and ad network Fall Clothing Las Vegas Winter Clothing Back-To-School Technology Spring Seasonal Cell Phone Holiday Gadget Travel Shoppers Travelers Economy Intenders Shoppers Clothing & Supplies management services for Enthuisiasts They Influencers Shoppers publishers. Shoppers Influencers allow them to manage their ad inventory and maximize its value by making it Lb Ai Ct Technographic Targeting Refers to targeting that is based on Ae Bt Hd Gl Ge available to as wide a range of potential buyers as possible. H Bf the technologyCaribbeanconsumer uses that a Business Holiday Dinner GolfLuxury Buyers Auto Influencers the Internet. A computer’s to access Travelers Auto Enthusiasts Travelers Planners Gadget Lovers Enthusiasts Hispanic Beauty & Fashion features, CPU speed, browser type, web access speed and 3rd party plug Af A As ins can all be used to help identify a consumer’s ability to view specific Ci Cv Party Cookies are placed on a consumer’s Third Ht Refers to cookies that Co Lm M F content like Flash-based web Crossover Asian content browser by advertisers or other technology providers Cruise Hawaii Computer and Action Fans Imports Auto Shoppers and digital video. Intenders not the web Travellers Vacationers site publishers.Shoppers Life Milestones Men Foodies Cs Db Aa Art Ea Fan Ac Bc Tr Ss African Art & Culture Eco-AwareCoupe Shoppers Domestic Buyers American Enthusiasts Individuals Fantasy Sports Affluent Consumer Budget Conscious Truck Buyers Sedan Shoppers Wv Sr Bts Back-To-School Hh Cf Dr Market Intelligence Report – Welcome to the Evolution Bd Bi Ani Bw 24 Winter Sports Summer Clothing & Business Decision Business
  • 27. About AudienceScience AudienceScience is the largest and most trusted audience aggregator in the world. As an early innovator of online advertising technology, AudienceScience continues to revolutionize the industry, enabling universal access to audiences and driving digital marketing success. The Audience Delivery System, a comprehensive global media solution, comprises the AudienceScience Gateway, the premier audience targeting and data management platform, delivering efficient and effective online advertising, and AudienceScience Connect, the industry’s first media transaction platform enabling streamlined and transparent premium media buying and selling, including state-of-the-industry Real Time Bidding support. With 270 billion data insights daily into over 386 million people worldwide, AudienceScience makes it simple to find, reach and achieve one-to-one marketing at scale. Since 2003, AudienceScience has delivered over 250,000 targeted campaigns for clients including American Airlines, Financial Times, Gannett, New York Times Digital, Nikkei.com, T-Com, Orange, Terra, Telecom Italia and Wall Street Journal Digital. For more information, please visit www.AudienceScience.com and follow AudienceScience on Twitter. To learn more, please contact us today: Sales P. 1.888.308.3444 sales@audiencescience.com www.AudienceScience.com© 2011 AudienceScience, Inc. All rights reserved. AudienceScience, the AudienceScience logotype, and other products and servicesof AudienceScience, Inc. are trademarks, service marks, or registered trademarks of AudienceScience, Inc. 0911 Part No. 20110913

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