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Research presentation: Affinity Marketing -- It’s Not What You Like, It’s What You Love
 

Research presentation: Affinity Marketing -- It’s Not What You Like, It’s What You Love

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Brand marketing is evolving at a lightning fast pace, with access to massive amounts of data that can help you find your ideal audience ... and those who will love your brand. The challenge is to make ...

Brand marketing is evolving at a lightning fast pace, with access to massive amounts of data that can help you find your ideal audience ... and those who will love your brand. The challenge is to make sense of all of the signals and make complex assumptions, using real intelligence and real-time feedback, to make sure your ads have an impact. Join Diya Jolly from Google for a look at the future of brand marketing and how a new “database of affinities” can help you win over your audience for the long haul.

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Diya Jolly, Sr. Product Manager, Google

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    Research presentation: Affinity Marketing -- It’s Not What You Like, It’s What You Love Research presentation: Affinity Marketing -- It’s Not What You Like, It’s What You Love Presentation Transcript

    • Google Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle’s Approach to Affinity SegmentsDiya Jolly, June 21, 2013
    • Google Confidential and ProprietaryGoogle Confidential and Proprietary
    • Google Confidential and ProprietaryGoogle Confidential and Proprietary
    • Google Confidential and ProprietaryInitial consideration set already in mindBe visible in every part of your customer’s non-linear purchase pathEvaluationConsiderationPurchaseAdvocacyAwarenessInspired by McKinsey Consumer Decision Journey Google Confidential and Proprietary
    • Google Confidential and ProprietaryBe Relevant…..
    • Google Confidential and ProprietaryDo it at Scale
    • Google Confidential and ProprietaryAffinity Segments aggregate users based on their lifestylesand interesets, allowing advertisers access to those forwhom their product or offering is most likely to matterGoogle Confidential and ProprietaryWhat Affinity Segments do
    • Google Confidential and ProprietaryAffinity Segments for brand advertisersGoing beyond demographic targetingGoogle Confidential and ProprietaryPoints of Passion Active Lifestyle Travel SavvyArts &EntertainmentConsumer HabitsLuxury Shoppers Outdoor Enthusiasts Hardcore GamersFashion Forward Frequent Travelers 30-Minute Chefs
    • Google Confidential and Proprietary30-minute chefs•  People looking for quick and easy mealsfor families•  Moms (esp. working moms) who want toprovide a home cooked healthy meal•  Browse tips on how to make it easierto cook during the week•  Shop for items that simplify the processExample advertisers•  CPG companies with products designed forfast, yet healthy meals•  Fast Food restaurants promoting healthy options•  Home appliance manufacturers and retailersOffline mediaTV/Cable: Networks devoted to food andcooking, shows about making meals at homePrint: Food/cooking magazines,parenting magazinesGoogle Confidential and Proprietary
    • Google Confidential and ProprietaryGoogle Affinity brings it all togetherGoogle Confidential and ProprietaryDataPredictive AlgorithmsZero LatencyScaleQuality Control
    • Google Confidential and Proprietary1. Robust Data SignalsAffinity Segments300B+ impressions/month65% of comScore’s top200 sites2Mwebsites94% of U.S. internetusersO&O properties128Mvisitors/mo.3.1Mvisitors/mo.66Mvisitors/mo.100Musers343MusersGoogle Confidential and ProprietarySites Games VideoFeeds MobileSocial media
    • Google Confidential and Proprietary2. Bringing meaning to the data via predictivealgorithmsFrequency of visitsIntelligently combinewith other data pointsNormalize the dataDuration since visitGoogle Confidential and Proprietary
    • Google Confidential and Proprietary3. Zero latencyGoogle Confidential and Proprietary
    • Google Confidential and Proprietary4. Doing this at scaleGoogle Confidential and Proprietary
    • Google Confidential and Proprietary5. State of the Art Quality Control
    • Google Confidential and ProprietaryGoogles Affinity Segments drive success for thelaunch of the all new 2014 Mazda6Mazda Canada efficiently connects with target audience at massive scaleMARKETING GOALTo build awareness of the2014 Mazda 6 and its featureset, and capture qualifiedleads via Mazda.caSOLUTIONUsed precise AffinitySegments to reach targetaudience while delivering anengaging ad experienceRESULTSReached nearly half amillion potentialbuyers in the first monthalone - 10X more usersthan other targetingtypesTACTICS•  Used the "Technophile" Affinity Segment to targeturban professionals with a passion for technology•  In combination with Keyword Contextual Targeting andRemarketing, Mazda Canada generated significantresults
    • Google Confidential and Proprietary5 things to rememberGoogle Confidential and ProprietaryDataPredictive AlgorithmsZero LatencyScaleQuality Control
    • Google Confidential and ProprietaryQ & AGoogle Confidential and Proprietary
    • Google Confidential and Proprietary1. Robust Data and User SegmentsGoogle Confidential and ProprietarySites Games VideoFeeds MobileSocial media
    • Google Confidential and Proprietary2. Bringing meaning to the data via predictivealgorithmsGoogle Confidential and ProprietaryLuxuryShopperFrequentTraveler30-MinuteChefOutdoorEnthusiastsHardcoreGamers
    • Google Confidential and ProprietaryGoogle Confidential and Proprietary*Find the right people**LuxuryShopperFrequentTraveler 30-MinuteChef