Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Paul Goad WEBIT, Turkey Oct 2012

482 views

Published on

Published in: Technology
  • Be the first to comment

  • Be the first to like this

Paul Goad WEBIT, Turkey Oct 2012

  1. 1. Digital Advertising Services October 2012REAL-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. 2. More data means more relevance Proprietary & confidential 2012
  3. 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. 4. More data means more efficiencyAudience segmentsInterest/intent targeting Use profile data for advanced Awareness Branding targeting. Profiling and extending audience Prospecting & targeting potential customersAudience extension ConsiderationLookalike 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 OfRetargeting Purchase Effective for messaging site visitors Retargeting with dynamic but no prospecting ability. messaging Proprietary & confidential 2012 4
  5. 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. 6. The Data MinefieldSupplier 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. 7. Digital Advertising Services THANK YOUREAL-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

×