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Behavioral Targeting (Revenue Science)

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Presentatie Revenue Science tijdens seminar over behavioral targeting TMG

Presentatie Revenue Science tijdens seminar over behavioral targeting TMG

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  • 1. Jeremy Mason Director, Client Services Europe 4 October, 2007 Behavioural Targeting Overview and Functionality
  • 2. Display – A Massive Engine for Growth Source: eMarketer , February 2007 Key eMarketer numbers – U.S. online advertising spending U.S. online advertising spending in 2011, up from $16.4 billion in 2006 $36.5 billion Growth in U.S. online advertising spending in 2011, down from 30.8% in 2006 13.0% U.S. paid search advertising spending in 2011, up from $7 billion in 2006 $16.2 billion Online video advertising in 2011, up from $775 million in 2006 $4.1 billion Total U.S. advertising spending in 2011, up from $285 billion in 2006 $323 billion 11.3% U.S. online advertising as a percentage of all U.S. advertising spending in 2011, up from 5.8% in 2006 Coming From Offline
  • 3. Behavioural Targeting Becoming the Standard Most Effective Online Advertising Targeting Methodologies 52.4% 32.9% 30.5% 14.6% Other 4.9% (Including Daypart) Source: American Advertising Federation (AAF), November 2006 Behavioural Demographic Contextual Geographic
  • 4. Behavioural Ads More Likely To Receive Attention Represents Top 2 Box Scores: Strongly Agree, Agree Q: Please indicate to what extent each statement describes your attitudes: I pay more attention to online ads directly related to my online activity (Contextual); I pay more attention to online ads that fit my specific interests (Behavioral) Source: AOL/Revenue Science Sponsored Jupiter Research April 2007 49% 63% 0% 20% 40% 60% 80% 100% Contextual Ads Behavioural Ads
  • 5. All Types Of Online Shoppers Are More Receptive To Behavioural Targeted Ads Q: Which statement best describes how frequently you have shopped online (i.e., conducted research online and/or purchased online) in the past 12 months? Q: Please indicate to what extent each statement describes your attitudes: I pay more attention to online ads directly related to my online activity (Contextual); I pay more attention to online ads that fit my specific interests (Behavioral) Represents Top 2 Box Scores: Strongly Agree, Agree 20% 50% 72% 36% 65% 78% 0% 20% 40% 60% 80% 100% Non-Shoppers Infrequent Shoppers Frequent Shoppers Source: AOL/Revenue Science Sponsored Jupiter Research April 2007
  • 6. Marketers’ opportunities to reach shoppers are limited
    • Car shoppers spend most of their time online performing tasks other than researching and shopping for a car
    • This is how agencies justify the value of behavioural targeting to their clients (from an agency panel we hosted in June):
    Reaching people here is very valuable!
  • 7. How Revenue Science Behavioural Targeting Works All segments are created in real time and loaded into real time JavaScript servers which pass the segment IDs into an array 3 During the user’s visit to the Publishers pages, their cookie is stamped with the appropriate segment IDs, and the IDs are placed into the ad tag or ad cookie 4 All ad calls now consider the user’s segment IDs – the ad server will always make the final decision on which ad runs (based on priority, CPM, etc) but now it knows the segment membership 5 1 A Publisher builds a set of standard and custom segments…  … meanwhile, users navigate through site displaying behaviours
    • What they do
    • Web site
    • Sections
    • Pages
    • Words on a page
    • Searches performed
    • How they do it
    • Frequency
    • Recency
    • What they provide
    • Registration
    • Who they are
    • SIC, IP
    2 Users are assigned to one or more segments based on:
  • 8.
    • When you target users based on visits to a particular category/section of a site to expand premium inventory (especially when a section is sold out)
      • Duration of segment tied to target:
        • Last minute holidays – an action within the last few days
        • Insurance – a or 2 page views in the last 1 week
        • Travel – 2-4 page views in the last 4 weeks
        • Car – 4-6 page views in the last 6 to 8 weeks
        • Business Travel or Technology – several page views in 8+ weeks
      • Event Expansion : expand a sponsorship or a limited-time event (like a Tour de France section, an auto show guide, or an advertorial)
    • Benefits :
      • When a campaign needs specific targeting and a section is sold out
      • Expanding the duration of a special event or sponsorship
    “ Page Views to a Category” behavioural targeting
  • 9.
    • Uses words in the articles to find users interested in focused topics (regardless of what area the page is on your site) :
    • Benefits :
      • New “Virtual” categories provide infinite possibilities for highly targeted audiences
      • A client’s Search Keyword list provides a good set of starter words
    Article-based behavioural targeting
  • 10.
    • Combining Page Views to a Category with Article Based behavioural targeting to produce either a narrow ultra-targeted audience, or to broaden the reach if you need a larger audience that is still targeted:
      • Users that visited a specific section AND that read articles with specific words
        • Will narrow the audience, because it is very hard to find these users, but they are the most targeted
      • Users that visited a specific section OR that read articles with specific words
        • Will increase the reach, but is still a targeted audience if both conditions are targeted
    • Benefits :
      • When you need to expand the reach while keeping the segment targeted
      • Covers all bases by using words and sections
      • Shows your client that you go the extra distance to find all possible options to keep an audience relevant
    “ Combo Definition” behavioural targeting
  • 11.
    • Using Digital Envoy (the most trusted and accurate data source in the world for IP resolution) we resolve users’ IP Address to allow targeting on the following values:
      • SIC code (Industry) - http://www.osha.gov/pls/imis/sic_manual.html
      • Domain
      • FTSE 350, DAX 250, or Fortune 500
      • Geography
      • Connection Speed
    • Primarily used for workplace and B2B targeting
    Workplace/IP behavioural targeting
  • 12.
    • Creating audience segments based on the words and phrases that users type into your on-site search engine
    • We also provide a suggested list of additional keywords to include to help expand the targeted reach
    • Benefits :
      • Allows you to target users after the search with display ads
      • An excellent compliment to a client’s Search campaign
      • An additional condition for other segments to get extra targeted reach
    Searched Keywords behavioural targeting
  • 13. Thank You! [email_address]