Behavioural targeting
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Behavioural targeting

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Presentation by Anders Stenbäck, Sanoma News.

Presentation by Anders Stenbäck, Sanoma News.

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  • Hinnat: Suurtaulu 10 € CPM Pidennetty suurtaulu 12 € CPM Jättibanneri 12 € CPM Mainosboksi 12 € CPM Mainosboksi 12 € CPM Panoraama 14.40 € CPM Jättiboksi 14.40 € CPM Paraatipaikka 70 € CPM 30.03.11

Behavioural targeting Presentation Transcript

  • 1. Behavioural targeting Sanoma BT- behind the scenes Web Analytics Wednesday Helsinki Anders Stenbäck Head of Online Business Development Sanoma News 30.03.11 Presentation name / Author en REACH
  • 2. Building a customized BT solution – why? 30.03.11 Presentation name / Author Source: http://www.improvedigital.nl We have better data! Our online reach in Finland 82%, 4,15 million Unique Browsers in Sanoma RON + Nelonen network Week 11 (TNS Market Metrix)
  • 3. Ad Targeting Architecture Sanoma – Present (January 2011) Targeting Fusion & Privacy Server Visitor Data mining server Semantic Mining Server Adserver Behavior collection Semantic collection Targeted Ad Enreach Data Mining Server
  • 4. Ad server Targeting and Inventory Forecasting 1a Surfing and getting a profile 1b. Semantic Analysis and Web analytics Data Processing 3a. Data fusion 3b. Segmenting 7a 7. Impression 8. Click 5. Segment(s) 6. Booking 7c Ad for Segment 8a Click info 8b Click & Segment info 9a Audience Event data Forecasting and inventory Management Targeting Execution 2. Data export 7b Segment(s) Segment statistics 4. Targeting Data 9b Audience Event data
  • 5. Campaign phases
    • Initial targeting
    2. Optimization 3. Expansion
    • based on behavior & semantic interest profiles
    • based on campaign responses & analytical scoring model
    • increase size of target audience
  • 6. Technical implementation Audience data Segments Analysis 1. Specify audience 2. Inventory for selected segments allocated 3. Visitor comes, an ad selected according to profile Ad server Asks if the visitor ’ belongs ’ to a campaign ’ s audience Adaptlogic answers with selected id Feedback Optimization
  • 7. Targeting Criteria
    • Initial targeting criteria was based on the semantic interest profiles of each person vs. the target profile
    • The optimization was based on an analytical scoring model which used
      • General online behavior
      • Semantic profile of articles browsed
    • Site, section, or context was not used as a targeting criteria
  • 8. 30.03.11 Presentation name / Author http://www.verkkomediamyynti.fi/?id=opt-out Users can opt-out of behavioral advertising (and editorial targeting) if they want to
  • 9. Nokia N8 launch
  • 10. Campaign Goals & Tools
    • Primary goal: achieve high performance in directing traffic to Nokia’s...
      • Online Store  buy the N8 online
      • Product pages  get more info, buy later
    • Secondary goal: gain insight into the audiences
      • What are the characteristics of the audiences responding positively?
      • Where to find new potential, in addition to the original target groups?
    • Tools used:
      • Semantic keywords/concepts from Sanoma’s news and classified sites using Leiki’s semantic profiling tools and Adobe Insight
      • Enreach Data Fusion technology and Adaptlogic Real-time Targeting and Privacy server
  • 11. Nokia N8 launch: Audience Insight Confidential
    • Examples of most common interest categories among those who responded positively:
    • Mobile phones, smartphones (iPhone, Nokia)
    • Celebrities (Princess Victoria; Big Brother etc.)
    • Financial categories (S&P 500, tax planning, wages)
    • Sports (Formula 1 & Rally, Ice Hockey, Football)
    • Music (Katy Perry, Pink, Lily Allen, Nightwish)
    • Several other audience metrics were also analysed:
    • Demographics
    • Socio-economics
    • Values, attitudes of life
  • 12. Nokia N8 launch results Very high click-thru rates overall On the average, 208% performance level over untargeted ads Results in HS.fi, the online site of the leading newspaper in Finland
  • 13. Nokia N8 – insight on who’s buying
  • 14. Summary of the results
    • Very good performance in HS.fi
      • Several target groups performed at 1.4% click-thru levels
      • Performance level 208% over untargeted test groups
    • Valuable new insight into target groups
      • Also some unexpected interest categories (e.g. indicators of affluency) were found
      • Insight is used both for developing the assets, and for finding new potential
  • 15. From pilot to product
    • Behavioural targeting in Sanoma Finnish Display network RON (Run-of-Network) based on
      • Interest profiles
      • Sociodemographics
      • Values and attitudes
    • Pricing*
      • Parade (980x400 pix ) 48 – 60 € CPM
      • Tower (200x400 pix) 20 - 24 € CPM
    • * Every campaign should also contain 20 % non-targeted display impressions
  • 16. Targeting based on Sociodemographics
    • Gender
    • Age
      • A: Below 16 year olds
      • B: 16–24 year olds
      • C: 25–34 year olds
      • D: 35–44 year olds
      • E: 45–54 year olds
      • F: 55–64 year olds
      • G: 65–74 year olds
      • H: Yli 75 year olds
    • Education
      • A: Primary School
      • B: Secondary School
      • C: Vocational training
      • D: Academic degree
      • E. Doctorate or higher
    • Income
    • A: Below 13 000 € B: 13 000–19 999 €
      • C: 20 000–29 999 €
      • D: 30 000–49 999 €
      • E: 50 000–69 999 €
      • F: 70 000–99 999 €
      • G: 100 000 € or more
    • Marital status
      • A: Single
      • B: Married / in Relationship
    • Household size
      • A. No children
      • B. 0-5 year old children
      • C. 6-12 year old children
      • D. 13-18 year old children
    • Form of living
      • A: Urban
      • B: Rural
      • Employment status
      • A: Full time employment
      • B: Half-time employment
      • C: Unemployed
      • D: Student
      • E: Retired
  • 17. Kohdista kiinnostusalueen mukaan
    • Aktiiviliikunta
    • Arkkitehtuuri, design & sisustaminen
    • Koti
    • Kulttuuri ja taiteet
    • Lemmikkieläimet
    • Matkailu
    • Moottoriajoneuvot
    • Muoti & kauneus
    • Musiikki
    • Penkkiurheilu
    • Perhe, vanhemmuus
    • Puutarhanhoito
    • Ruoka
    • Talous
    • Terveys, kuntoilu & hyvinvointi
    • Tiede & tekniikka
    • Tyyli & trendit
    • Ulkoilu ja luonto
    • Urakehitys
    • Valokuvaus
    • Viihde, media, julkkikset
    • Vimpaimet ja teknologia
    • Ympäristö ja ekologia
    • Yöelämä ??
    30.03.11 Targeting based on interests
    • animal lovers
    • architecture, interiors, design
    • automotive enthusiasts
    • being active outdoors, in nature
    • being financially savvy
    • career and getting ahead
    • culture, the arts
    • eco, environment
    • entertainment, media, celebrity
    • fashion, beauty focused
    • foodie
    • gadget and technology buffs
    • gamers
    • gardening and outdoor living
    • health, fitness, well being focused
    • home life, home entertainment, staying in
    • music lovers
    • nightlife, going out
    • parenthood, being a mom/dad
    • photography, photo sharing
    • science, engineering, like how things work
    • sports participants, active sports people
    • sports viewers, armchair athletes
    • style, trend conscious
    • travel enthusiasts
    We also build custom segments based on Customer needs
  • 18. Contact Sanoma News: Anders Stenbäck, [email_address] Leiki: Petrus Pennanen, [email_address] Enreach: Kimmo Kiviluoto, [email_address] Adaptlogic: Fredrik Sparrman, [email_address] 30.03.11 Presentation name / Author