Long Ago…(3 Years) Advertisers limited to Keyword search Contextual targeting Website Targeting Member targeting
Flash Forward Audience targeting has evolved to become extremely granular
Google Adwords Mobile phones /device users Retargeting Interest categories Demographics “Audience Channels” Placements pre-screen by Google research team
Facebook Likes and interests Fans Friends of connections People on their birthday Relationship status
LinkedIn A few weeks ago they enabled new targeting allowing: Linkedin group Company name Job title or category of job title (was function)
Foursquare Geo-location targeting Offer is available in close proximity to physical check-in
Roadblocks: Privacy Concerns Private data collection Consumers don’t know how to opt-out Being tracked by mobile phones Possibly search history?
Impact On Our Ads? Trends are pointing in the direction that micro-targeting for advertisers, especially Behavioral Targeting, will become more difficult as consumer awareness increases and legislation is introduced preventing certain tracking and tagging.
3 Things To Think About Advertisers will need to: Find pockets of most reliable data, ie. Keyword search and non-BT Set expectations that BT reach may degrade Become less reliant on cookies and create innovative opt-in programs What else? Let’s Discuss!
Resources For a copy of this presentation, please see: http://www.slideshare.net/lraehsler Google Chrome "Keep My Opt-Outs" https://chrome.google.com/webstore/detail/ hhnjdplhmcnkiecampfdgfjilccfpfoe FTC Privacy Report "Do Not Track" www.ftc.gov/os/2010/12/101201privacyreport.pdf Web Tool On Firefox to Deter Tracking http://online.wsj.com/article/ SB10001424052748704213404576100441609997236.html