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Tipping Point update Stptember 2009

Tipping Point update Stptember 2009

Published in: Technology, Design
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  • 1. Tipping Point Update September 2009
  • 2. Agenda <ul><li>Behavioural targeting </li></ul><ul><li>Snippets </li></ul><ul><li>Snapshots </li></ul>
  • 3. What is it? <ul><li>Uses your web history to target ads </li></ul><ul><li>Two types: </li></ul><ul><ul><li>onsite targeted content (purchase history, opens, profile information etc) </li></ul></ul><ul><ul><li>ads across network sites (network history) </li></ul></ul><ul><li>In theory it’s win/win - consumers get relevant ads; advertisers get better ROI </li></ul><ul><li>But there are privacy concerns </li></ul>
  • 4. How does it work? Ad network Travel site Ad space eCommerce site Ad space Blog Ad space News site Ad space Sport site Ad space
  • 5. It’s all about the data <ul><li>From: ISP; own site stats; profile details; networks </li></ul><ul><li>Approaches vary, often based on long history </li></ul><ul><li>Some drill deep to make assumptions </li></ul><ul><ul><li>Eg: on a book store, I look at a book re kindergarten </li></ul></ul><ul><ul><li>> Possible conclusion: I may be interested in SUVs </li></ul></ul><ul><ul><li>Eg: I visit footie and BBQ sites </li></ul></ul><ul><ul><li>Possible conclusion: I may be a man </li></ul></ul><ul><li>Many then add users to categories </li></ul>
  • 6. How does it work? <ul><li>Eg AdBrite: categorises users by history </li></ul><ul><li>Advertisers can then target ads </li></ul>
  • 7. Who? <ul><li>In-site users: </li></ul><ul><li>Big traffic sites eg Yahoo </li></ul><ul><li>Media sites eg Fairfax, USAToday, UK Guardian </li></ul><ul><li>OnSite services – analytics providers </li></ul><ul><li>Omniture </li></ul><ul><li>Predictive intent </li></ul><ul><li>Network services - Ad networks eg: </li></ul><ul><li>ValueClick </li></ul><ul><li>TRIBAL fusion </li></ul><ul><li>Phorm </li></ul><ul><li>frontporch – also direct messages in browsers </li></ul>
  • 8. Results & new directions <ul><li>Yahoo </li></ul><ul><ul><li>Claims Smart Ads double the ROI 0f trad banner ads </li></ul></ul><ul><ul><li>Launched Smart Ads to mobiles in May </li></ul></ul><ul><li>Microsoft </li></ul><ul><ul><li>Announced yesterday BT for mobile ads </li></ul></ul><ul><ul><li>Categories based on data from Hotmail, Xbox, Bing searches, Windows Live profiles etc </li></ul></ul><ul><li>DallasNews.com </li></ul><ul><ul><li>Claims response rates of 7.7 v national average 0.33% </li></ul></ul>
  • 9. Privacy <ul><li>June: US joint committee hearing on industry practices </li></ul><ul><li>March: Tim Berners-Lee told the UK parliament ISPs should not be allowed to profile customers </li></ul><ul><li>Feb: US FTA staff report recommends self-regulation with increased transparency; limited data retention etc </li></ul><ul><li>Attempts to comply – eg: </li></ul><ul><ul><li>Phorm stores data anonymously (24 digit ID distinguishing users, not identifying them). Channel / topic assigned to user, NO browse history </li></ul></ul><ul><ul><li>Fetchback began offering opt-out in June </li></ul></ul><ul><ul><li>Google launched behavioural targeting in March on AdSense ; Claims transparency with user preference management </li></ul></ul>
  • 10. Snippets <ul><li>Bing gains traction and releases visual search beta* </li></ul><ul><li>SEMPO study : mobile web access on the rise; click thru rates of 5-15% on campaigns, compared to 1% web average* </li></ul><ul><li>Forrester study : 40% of online shoppers abandon pages taking 3 s to load </li></ul><ul><li>Animoto video presentation tool – pics, videos, text – getting good reviews </li></ul><ul><li>Android phones announced by LG, Motorola, INQ Mobile; now >10K apps </li></ul><ul><li>FaceBook becomes “ cash flow positive ” </li></ul><ul><li>France legislates to revoke illegal downloaders’ web privileges </li></ul><ul><li>Adobe buys Omniture and Intuit buys Mint.com </li></ul><ul><li>Survey: half smart phone users open to targeted ads eg restaurant offers </li></ul><ul><li>Augmented reality – Yelp iPhone Easter Egg; TEDxNSW call for standards* </li></ul><ul><li>Google dominates Internet – not just search - in India/Brazil* </li></ul>
  • 11. Snapshots
  • 12. Google forms VERY good use interface Easy to email out and view compiled results Entire process approx 3 minutes! I could change themes easily; but couldn’t see an easy way to brand or create my own theme. Is this potential revenue?
  • 13. Redbeacon wins TechCrunch50 Natural language search admired, eg “cupcake maker” > bakers Not just listings – vetted providers; online appointments
  • 14. Google Labs FastFlip Enlarge & flip through ful magazine pages Ad revenue shared with publisher in return for full-page access
  • 15. Bing image search rocks Very easy to filter by pic type, content etc
  • 16. GoogleMaps addition Real time traffic flow added – based on speed of mobile phones Aus is the 4 th country online (after USA, UK, France)
  • 17. Nation of Go – tyre makers go social Users upload pics, trip details from mobile phones
  • 18. Chyngle local apps for mobiles Eg use local app to find the nearest stadium toilets Or order pizza from the stand… delivered to your seat!
  • 19. Next time…. <ul><li>Ideas? </li></ul><ul><li>Feedback? </li></ul>

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