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Chris Kelly, Sandy Kang, Ian Kurtz

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Chris Kelly, Sandy Kang, Ian Kurtz

  1. 1. PRIVILEGED & CONFIDENTIAL AUDIENCE VALIDATION THE NEXT STEP IN PROGRAMMATIC QUALITY PRESENTED BY
  2. 2. PRIVILEGED & CONFIDENTIAL 2 MARK THOMPSON CEO, NYT “WHEN WE SAY SOMEONE IS A MEMBER OF THE AUDIENCE, IS A FEMALE FASHIONISTA AGED 20-30, WHAT’S THE PROBABILITY THAT’S ACTUALLY TRUE?”
  3. 3. PRIVILEGED & CONFIDENTIAL 3 2016 The Year Of “WHAT” VIEWABILITY 2017 The Year Of “WHERE” BRAND SAFETY The Year Of “WHO” AUDIENCE VALIDATION 2018 F20-30 Fashionista TRENDS IN PROGRAMMATIC QUALITY
  4. 4. PRIVILEGED & CONFIDENTIAL 4 2nd Party Data 3rd Party Data 1st Party Data THE MARKETER’S CONUNDRUM
  5. 5. PRIVILEGED & CONFIDENTIAL 4 2nd Party Data 3rd Party Data 1st Party Data THE MARKETER’S CONUNDRUM HIGH QUALITY OF DATA LOW AVAILABILITY OF DATA HIGH AVAILABILITY OF DATA LOW QUALITY OF DATA
  6. 6. PRIVILEGED & CONFIDENTIAL 5 MARKETER’S CRAVE CONFIDENCE “Mediasmith research found that data from 4 of 11 vendors wasn’t much better than chance in targeting age and gender.” “…marketers have serious doubts about the accuracy of some of the data they purchase from these vendors. The information is expensive…and it frequently doesn’t deliver the improved performance...” “Validating & verifying onboarding, cross-platform IDs & 3rd party data should be worth half-percent of total Media & Marketing data market annually.”
  7. 7. PRIVILEGED & CONFIDENTIAL 6 DATA: THE WILD WEST BROWSING BEHAVIOR PURCHASE LOCATION APP USAGE DEVICE HOUSEHOLD
  8. 8. PRIVILEGED & CONFIDENTIAL 7 MARKETERS LEFT INVESTING MILLIONS IN 3RD PARTY DATA WITH NO GUIDANCE Do they have differentiators beyond scale? Are there inconsistencies in the data? Is there standardization across providers? Am I making the right decisions? THE QUESTION
  9. 9. PRIVILEGED & CONFIDENTIAL 8 HOW AKQA APPROACHES DATA QUALITY Design By Environment Vet Vendors Audit Segments
  10. 10. PRIVILEGED & CONFIDENTIAL 9 SURVATA’S NEW METHODOLOGY PANEL SURVEYS IN-BANNER SURVEYS Old Way GOODS SURVEYWALL EXPERIENCES SURVEYWALL CONTENT SURVEYWALL New Way
  11. 11. PRIVILEGED & CONFIDENTIAL 10 CHALLENGES TO SELECTING AUDIENCES A KIDS MOISTURIZER MANUFACTURER WANTS TO ADVERTISE TO New Mothers Segment Name Description Size (mm) Supplier 1 Consumers that are moms with 0-2 year olds 9 Supplier 2 New parent moms 4 Supplier 3 Consumers that are moms 18 Supplier 4 Digitally-driven mothers 21
  12. 12. PRIVILEGED & CONFIDENTIAL 11 CAMPAIGN TARGETING: APPROACH ONE CONTROL 20% 40% 60% 80% Supplier 1 Supplier 2 Supplier 3 Supplier 4 ALL FEMALES % TARGET
  13. 13. PRIVILEGED & CONFIDENTIAL 12 CAMPAIGN TARGETING: APPROACH TWO CONTROL 5% 9% 14% 18% Supplier 1 Supplier 2 Supplier 3 Supplier 4 MOMS WITH KIDS < 18 YEARS % TARGET
  14. 14. PRIVILEGED & CONFIDENTIAL 13 CAMPAIGN TARGETING: APPROACH THREE CONTROL 13% 25% 38% 50% Supplier 1 Supplier 2 Supplier 3 Supplier 4 MOMS % TARGET
  15. 15. PRIVILEGED & CONFIDENTIAL 14 THE FUTURE OF BUYING AUDIENCES “For marketing data to survive, we’ll need an independent auditor of data quality.”
  16. 16. PRIVILEGED & CONFIDENTIAL 14 THE FUTURE OF BUYING AUDIENCES “For marketing data to survive, we’ll need an independent auditor of data quality.”
  17. 17. PRIVILEGED & CONFIDENTIAL THANK YOU ANY QUESTIONS? CHRIS KELLY chris@survata.com SANDY KANG sandy@survata.com @SURVATA IAN KURTZ ian.kurtz@akqa.com @AKQA

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