1. Digital Advertising Services
October 2012
REAL-TIME UNIQUE DYNAMIC BRANDING RESPONSE R E TA R G E T I N G D ATA - D R I V E N EFFICIENT SAFE
2. More data means more relevance
Proprietary & confidential 2012
3. Data comes of age
Basic Data Targeting,
post-action management optimisation,
optimisation and delivery RTB
Interest, intent,
Clicks, conversions, Audience contextual category,
frequency, day part profiling, ‘lookalike’ demographic, geographic
audience extension
2000 2008 2012
Proprietary & confidential 2012 3
4. More data means more efficiency
Audience segments
Interest/intent targeting
Use profile data for advanced
Awareness
Branding
targeting. Profiling and extending audience
Prospecting & targeting potential customers
Audience extension Consideration
Lookalike targeting Performance
Targeting in-market customers
Use data to identify best Drive to site and maximum
customers, optimise and find new optimisation to KPI
prospects.
Point
Of
Retargeting Purchase
Effective for messaging site visitors Retargeting
with dynamic
but no prospecting ability. messaging
Proprietary & confidential 2012 4
5. The Right Technology
Profiling tech
• Develop audience profiles and generate lookalikes – prospecting for new customers
Data Management Platform
• Manage own and 3rd party data
Adserver and bidder
• Use RTB to improve buying efficiency – especially retargeting
Plus – the
people to build
and manage it
• Computer engineers
• Software developers
• Data scientists
Proprietary & confidential 2012 5
6. The Data Minefield
Supplier checklist
• What unique data do you have?
• How do you compile it – sources
and touch-points?
• What 3rd party data do you use?
• Quality of data?
Regional?
Volume?
• What RTB capability do you have?
• What reporting is provided?
Proprietary & confidential 2012
7. Digital Advertising Services
THANK YOU
REAL-TIME UNIQUE DYNAMIC BRANDING RESPONSE R E TA R G E T I N G D ATA - D R I V E N EFFICIENT SAFE
Editor's Notes
These people might all appear similar – similarsocial class, similar age – and they are all music fans. But by developing anonymous profiles we can establish their different interests so one person might get an ad for a holiday in Thailand, one gets an ad for a car insurance one gets an ad for a new camera.[Talk about how profiles are developed and how we are one of a very small number of companies who have our own data gathering and profiling technology so have unique profiles to target] Again, more relevance means less wastage and better efficiency. Example later in pres - IVU
