Cutting-Edge Targeting in a Multi-Platform World
Fantasy “ In 1965, 80% of  18-49 year olds in the U.S. could be reached with three 60-second TV spots…
Reality –  Jim Stengel Global Marketing Officer, Procter & Gamble … In 2002, it required 117 primetime commercials to prod...
Consumer Attention…  <ul><li>Data is from the June 2006 Television Bureau of Advertising (TBA) report “2006 Media Comparis...
Fragmentation Is Only Getting Worse… TV Cable Radio Print Outdoor Web 4.0 Web 3.0 Web 2.0 Web 1.0 PC Era 1980 - 1990 1990 ...
Advertisers Greatest Challenge Is Finding Target Audience Source:  JupiterResearch Advertiser Executive Survey (05/07), n ...
The Question isn’t What  Do We Do ;  it’s What  Must We Do … 1. Define Measurable and Track able Campaign Goals  3. Develo...
Goals Must Connect To The Big Picture of Consumer Behavior <ul><li>Brand Advertising </li></ul><ul><li>Branded websites </...
Your Audience is everywhere, and that’s a good thing…Speak to Them in Their Language (Environment) Searches for hotels Boo...
Data is Driving Customized Segmentation Custom Behavioral Segment Searches for hotels Booked a flight Checked airfares Vis...
Delivering Precise and Relevant Messaging When and Where Consumers Are Custom Behavioral  Segment Searches for hotels Book...
Analytics Becomes More Complex and Critical…and That’s Also a Good Thing
Behavioral Targeting Delivers Significant Lift  In Effectiveness For Branding Campaigns <ul><li>Higher Composition across ...
Summary Structural shifts in  online traffic <ul><li>Audiences fragmenting on the Internet (social media, blogs, mail, IM,...
Thank You! Michael Winter [email_address] Monty Hudson [email_address]
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Cutting-Edge Targeting in a Multi-Platform World

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Cutting-Edge Targeting in a Multi-Platform World, Ad:tech Chicago (July 2007)

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  • Cutting-Edge Targeting in a Multi-Platform World

    1. 1. Cutting-Edge Targeting in a Multi-Platform World
    2. 2. Fantasy “ In 1965, 80% of 18-49 year olds in the U.S. could be reached with three 60-second TV spots…
    3. 3. Reality – Jim Stengel Global Marketing Officer, Procter & Gamble … In 2002, it required 117 primetime commercials to produce the same result.”
    4. 4. Consumer Attention… <ul><li>Data is from the June 2006 Television Bureau of Advertising (TBA) report “2006 Media Comparisons Study”. 1,183 US adults ages 18+ were surveyed via telephone by the Custom Survey Division of Nielsen Media Research from January 6-24, 2006 </li></ul><ul><li>Source: comScore Media Metrix, based on average minutes per visitor by category (8/05).  Browsing/Other includes general web-surfing activity not listed in other categories, including anything from news sites (cnn.com) to retail (Amazon.com) to job sites </li></ul>… is moving online… Minutes per day that people spend on major media Magazines 6 Internet 3 Television 16 Newspaper Radio 3 … is not where you might think… Percent of time spent on activity Search Voice IM Email Browsing/ other Discussion/ chat 24 51
    5. 5. Fragmentation Is Only Getting Worse… TV Cable Radio Print Outdoor Web 4.0 Web 3.0 Web 2.0 Web 1.0 PC Era 1980 - 1990 1990 - 2000 2000 - 2010 2010 - 2020 2020 - 2030 Source: Radar Networks and Nova Spivack, 2007 – www.radarnetworks.com Cinema The Line Bulletin Boards eMail Banners Communication (eMail, chat, IM) Directory Portals Push Technology Satellite Digital (VOD/DVR) Radio (Satellite, HD) Outdoor (Digital) OOH iTV IPTV Banners (Rich Media) Desktop Applications Search Wikis Social Networking/ Media Sharing UGC (Blogs) Adver-gaming Mobile (Bluetooth, QR) Viral/WOM Video Podcasting ‘ Second Life’ Semantic Web Semantic Search Distributed Computing ??? Semantic Databases Distributed Search Intelligent Personal Agents
    6. 6. Advertisers Greatest Challenge Is Finding Target Audience Source: JupiterResearch Advertiser Executive Survey (05/07), n = 335 (advertisers, U.S. only) Question: Which of the following do you believe will present the greatest challenge(s) to planning and implementing online advertising in 2007? (Select up to three.) Percentage of Advertisers
    7. 7. The Question isn’t What Do We Do ; it’s What Must We Do … 1. Define Measurable and Track able Campaign Goals 3. Develop Multi-Platform Media Plan 4. Create specialized ad message 5. Analyze results 2. Identify audience – behavior, insights, usage patterns, platforms Source: JupiterResearch (6/06)
    8. 8. Goals Must Connect To The Big Picture of Consumer Behavior <ul><li>Brand Advertising </li></ul><ul><li>Branded websites </li></ul><ul><li>Rich media and Video </li></ul><ul><li>Product microsites </li></ul><ul><li>Sweepstakes </li></ul><ul><li>Sponsorships </li></ul>Search Advertising <ul><li>Ad networks </li></ul><ul><li>Affiliate programs </li></ul><ul><li>Lead aggregation </li></ul><ul><li>Ad optimization </li></ul><ul><li>Targeting </li></ul><ul><li>Social Marketing </li></ul><ul><li>Brand Advocacy </li></ul><ul><li>Consumer Dialogue </li></ul><ul><li>Corporate Blogs </li></ul><ul><li>Customer Service </li></ul>Integrated Measurement and Execution Direct Response Advertising <ul><li>Consumer research </li></ul><ul><li>Keyword management </li></ul><ul><li>Website optimization </li></ul>Source: JupiterResearch (6/06)
    9. 9. Your Audience is everywhere, and that’s a good thing…Speak to Them in Their Language (Environment) Searches for hotels Booked a flight Checked airfares Visited travel section Read a travel story Registration data Travel Prospect Downloaded Podcast Signed Up for Mobile Alert Downloaded Widget Read/Posted Travel Blog Spoke to Network of ‘Friends’ Watched a Video Online
    10. 10. Data is Driving Customized Segmentation Custom Behavioral Segment Searches for hotels Booked a flight Checked airfares Visited travel section Read a travel story Registration data Travel Prospect Downloaded Podcast Signed Up for Mobile Alert Downloaded Widget Read/Posted Travel Blog Spoke to Network of ‘Friends’ Watched a Video Online
    11. 11. Delivering Precise and Relevant Messaging When and Where Consumers Are Custom Behavioral Segment Searches for hotels Booked a flight Checked airfares Visited travel section Read a travel story Registration data Travel Prospect Read/Posted Travel Blog Downloaded Podcast Signed Up for Mobile Alert Downloaded Widget
    12. 12. Analytics Becomes More Complex and Critical…and That’s Also a Good Thing
    13. 13. Behavioral Targeting Delivers Significant Lift In Effectiveness For Branding Campaigns <ul><li>Higher Composition across the board (115% to 145% lift) </li></ul><ul><li>Better targeting can deliver higher compositions </li></ul><ul><li>BT gives you brand lift over RON (on 5/6 metrics) </li></ul><ul><li>In target brand lift is higher on 6/6 metrics </li></ul><ul><ul><li>When you get the right people, they remember the message more </li></ul></ul><ul><li>The BT campaigns are more cost effective than RON even if you don’t count the brand lift! </li></ul>Result = 145% lift in audience comp. Business Travelers 5+ Business Trips Per Year
    14. 14. Summary Structural shifts in online traffic <ul><li>Audiences fragmenting on the Internet (social media, blogs, mail, IM, niche vertical content sites) </li></ul><ul><li>Users are spending their time in ways that impact marketers and metrics </li></ul>Traditional ad models do not support this trend <ul><li>Advertising dollars must follow audiences over time – it’s just plain gravity folks! </li></ul><ul><li>Traditional methods of matching ad dollars to traffic do not sufficiently address this trend </li></ul>Multi-Platform targeting is the answer <ul><li>Advertisers must discover target audiences wherever they reside </li></ul><ul><li>Personalized messaging, consistent with the medium of communication, is essential </li></ul>Adapt or risk losing relevance <ul><li>Find the audience or lose the audience </li></ul><ul><li>Advertisers must adapt their message </li></ul><ul><li>Advertisers must adapt their metrics </li></ul>
    15. 15. Thank You! Michael Winter [email_address] Monty Hudson [email_address]
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