Cutting-Edge Targeting in a Multi-Platform World
 

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)

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 Cutting-Edge Targeting in a Multi-Platform World Presentation Transcript

  • 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 produce the same result.”
  • Consumer Attention…
    • 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
    • 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
    … 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
  • 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
  • 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
  • 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)
  • Goals Must Connect To The Big Picture of Consumer Behavior
    • Brand Advertising
    • Branded websites
    • Rich media and Video
    • Product microsites
    • Sweepstakes
    • Sponsorships
    Search Advertising
    • Ad networks
    • Affiliate programs
    • Lead aggregation
    • Ad optimization
    • Targeting
    • Social Marketing
    • Brand Advocacy
    • Consumer Dialogue
    • Corporate Blogs
    • Customer Service
    Integrated Measurement and Execution Direct Response Advertising
    • Consumer research
    • Keyword management
    • Website optimization
    Source: JupiterResearch (6/06)
  • 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
  • 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
  • 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
  • Analytics Becomes More Complex and Critical…and That’s Also a Good Thing
  • Behavioral Targeting Delivers Significant Lift In Effectiveness For Branding Campaigns
    • Higher Composition across the board (115% to 145% lift)
    • Better targeting can deliver higher compositions
    • BT gives you brand lift over RON (on 5/6 metrics)
    • In target brand lift is higher on 6/6 metrics
      • When you get the right people, they remember the message more
    • The BT campaigns are more cost effective than RON even if you don’t count the brand lift!
    Result = 145% lift in audience comp. Business Travelers 5+ Business Trips Per Year
  • Summary Structural shifts in online traffic
    • Audiences fragmenting on the Internet (social media, blogs, mail, IM, niche vertical content sites)
    • Users are spending their time in ways that impact marketers and metrics
    Traditional ad models do not support this trend
    • Advertising dollars must follow audiences over time – it’s just plain gravity folks!
    • Traditional methods of matching ad dollars to traffic do not sufficiently address this trend
    Multi-Platform targeting is the answer
    • Advertisers must discover target audiences wherever they reside
    • Personalized messaging, consistent with the medium of communication, is essential
    Adapt or risk losing relevance
    • Find the audience or lose the audience
    • Advertisers must adapt their message
    • Advertisers must adapt their metrics
  • Thank You! Michael Winter [email_address] Monty Hudson [email_address]