Your SlideShare is downloading. ×

Behavioral Targeting (Revenue Science)

6,618

Published on

Presentatie Revenue Science tijdens seminar over behavioral targeting TMG

Presentatie Revenue Science tijdens seminar over behavioral targeting TMG

Published in: Business, Technology
0 Comments
34 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
6,618
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
0
Likes
34
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Transcript

    • 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]

    ×