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Tipping Point update Stptember 2009

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  1. 1. Tipping Point Update September 2009
  2. 2. Agenda <ul><li>Behavioural targeting </li></ul><ul><li>Snippets </li></ul><ul><li>Snapshots </li></ul>
  3. 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. 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. 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. 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. 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. 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> </li></ul><ul><ul><li>Claims response rates of 7.7 v national average 0.33% </li></ul></ul>
  9. 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. 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 </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. 11. Snapshots
  12. 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. 13. Redbeacon wins TechCrunch50 Natural language search admired, eg “cupcake maker” > bakers Not just listings – vetted providers; online appointments
  14. 14. Google Labs FastFlip Enlarge & flip through ful magazine pages Ad revenue shared with publisher in return for full-page access
  15. 15. Bing image search rocks Very easy to filter by pic type, content etc
  16. 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. 17. Nation of Go – tyre makers go social Users upload pics, trip details from mobile phones
  18. 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. 19. Next time…. <ul><li>Ideas? </li></ul><ul><li>Feedback? </li></ul>
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