Behavioral Targeting With Tacoda


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Behavioral Targeting With Tacoda

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Behavioral Targeting With Tacoda

  1. 1. Behavioral Targeting with Tacoda
  2. 2. Behavioral audience segments are built on observable behaviors such as: <ul><li>Recency, frequency and volume of visits to content relevant to an interest </li></ul><ul><li>Active searches for information relevant to the interest </li></ul><ul><li>Use of tools (e.g., product configurators, loan calculators), surveys and quizzes, etc. </li></ul><ul><li>Ad interactions (clicks, downloads, demo views, games played, etc.) </li></ul>
  3. 3. What is behavioral targeting? <ul><li>Delivering relevant messages to audiences based on interests that are defined by recency and frequency of site navigation behaviors. </li></ul><ul><li>Examples: </li></ul><ul><ul><ul><li>“ Auto Buyers” have visited the Auto section two or more times in past 30 days </li></ul></ul></ul><ul><ul><ul><li>“ Movie Enthusiasts” have visited Entertainment and Movie Listings content 3+ times, past 45 days </li></ul></ul></ul><ul><ul><ul><li>“ Travelers” visit our travel content, receive our travel newsletter and use our destination guides, at least once in the last month </li></ul></ul></ul>
  4. 4. More than 700 sites are TACODA enabled * Estimated total unique visitors, comScore Media Metrix, May 2004 News & Information / National, Regional, Local Special Interest & Communities From the most respected media companies Business & Technology
  5. 5. Behavioral targeting is about people , not pages. The ad targets the person , not the page .
  6. 6. Advertiser Benefits <ul><li>Provides access to high value audience when desired content sections are already sold out. </li></ul><ul><ul><li>You are reaching key people on the site in addition to key pages . </li></ul></ul><ul><li>Serve advertiser messaging to the audience that will find their message most relevant. </li></ul><ul><ul><li>When key people see the ad, you reach a higher percentage of your target. </li></ul></ul><ul><li>Rapidly and accurately manage the audience you are trying to reach throughout the campaign. </li></ul>
  7. 7. azcentral Success <ul><li>First TACODA targeted test began July 1 st . </li></ul><ul><ul><li>Shamrock Farms targeted Families Segment and Food & Home Segment. </li></ul></ul><ul><li>Initial numbers are promising </li></ul><ul><ul><li>TACODA targeted yield: 0.21% </li></ul></ul><ul><ul><li>Regular ZAG campaign yield: 0.05% </li></ul></ul><ul><li>Celebrate every success , no matter how small, and you will always have something new to say to your clients and prospects. </li></ul>
  8. 8. E-Mail Products
  9. 9. Solo E-Mail Blast Example:
  10. 10. Opt-In Emails <ul><ul><li>113,000 Email Addresses </li></ul></ul><ul><ul><li>Fully trackable (Open-ups, Click-thrus, Demographic Info) </li></ul></ul><ul><ul><li>Segment list by: </li></ul></ul><ul><ul><li>NO 3 rd PARTY EMAIL ACQUISITIONS / LISTS </li></ul></ul><ul><ul><li>All emails are self generated from users specifically requesting offers and announcements </li></ul></ul><ul><li>Zip </li></ul><ul><li>Age </li></ul><ul><li>Gender </li></ul><ul><li>Interest </li></ul>
  11. 11. Email Specifications <ul><ul><li>Opt-In Email Blasts </li></ul></ul><ul><ul><li>Up to 500x600 pixels </li></ul></ul><ul><ul><li>HTML format </li></ul></ul><ul><ul><li>Up to 5 click thru URLs </li></ul></ul>
  12. 12. Email Marketing Tips
  13. 13. Email Marketing Tips <ul><li>When you write your subject lines, you basically have 3 choices: 1) You can make an announcement or give news. (i.e. &quot;IMC shows affiliates how to write killer subject lines&quot;) 2) You can make the reader curious. (i.e.&quot;IMC gives affiliates this secret marketing strategy...&quot;) 3) You can emphasize how the reader will benefit from opening your e-mail. (i.e. Discover tips for writing subject lines that will increase your affiliate sales.) Out of these 3 techniques, you will always be most successful if you write subject lines that state a clear benefit and tell the reader exactly how they are going to save money, save time, make their life easier, etc... by opening and reading your e-mail. If you can state a benefit AND create curiosity, so much the better! (i.e., Discover this proven marketing strategy that will increase your affiliate sales!) </li></ul>