Same base components.., different outcomes. It all comes down to how you bring it all together. You need to be aware of ‘how’ you use things, not just ‘what you use’. You need the right ‘tools’ to bring it all together so it serves your needs and delivers what you expect.
Both target audiences are relevant. One is a factual and broad audience. Does not take into account if they are in-market or any recency factors. The other is based on people who could well be in the market to buy the car. They may be female, they may be 60+ but they are performing actions that make them a much better prospect than simply a demographically-defined audience. Importantly, the key criteria of recent and frequency can be brought into play.
Businesses today are creating ever more customer touchpoints that are capable of yielding data on the customer that can provide useful insights into their tastes , behaviours or preferences. As people trawl the web, interact with company websites, browse social networks, make enquiries or consume services at home they leave a trail of disparate data ingredients that organisations can in theory devour to better understand and target customers. How do we make sense of all of this data?
Well the reality is that the ‘off line world’ have been using Consumer Data Assets for a long time to help ensure that marketing messages are timely and relevant
We have been helping organisations to KNOW, GET AND KEEP customers using in-depth target marketing insights for 25 years. Mosaic is a well known consumer segmentation This is me and how Mosaic describes me I am the same person on-line and off-line
So we now have the ability to bring all of the power of off line data to targeted advertising. Powering inventory.
More and more Brands are able to make marketing decisions across multiple channels using the same ‘currency’ Just as a little example – you could take Sophie – someone that Brand X want to target. Now they could work in silos and create acquisition strategies for each different channel - but they can be smarter than that.
But the great thing about this data is that it isn’t just relevant on one channel – it can be consistently applied across multiple channels. This helps consistent messaging, and also contributes to measurement and attribution
Online Advertising Theatre; Removing the barriers: how developments in online and offline data is driving online targeting to deliver greater relevancy and multi-channel
Removing the barriers: how developments in online and offline data is driving online targeting to deliver greater relevancy and multi-channel Stuart Colman Managing Director, Europe VP, International 2
UK – H1 2011 continues this trend Source: IAB/PwC Advertising Expenditure survey: H1 UK 2011 4
Audience targeting helping drive growthSource: IAB/YouGov Feb 2011 5
Audience targeting makes budgets work harderSource: IAB/YouGov Feb 2011 6
So what is the market telling us? Display was the fastest growing area in 2010 This seems to be continuing in the first ½ of 2011 Audience targeting is a key component of this Making advertising budgets work harder cited as a key reason for this Audience/data-driven targeting is now becoming the norm 7
The importance of Data Management Platforms (DMP) 8
Same ingredients, different results Steel Aluminum Plastic Rubber Glass Leather 9
Your audience is in silos Offline Registration Data Advertiser On-Site Behaviour 10
Single view of your audience Offline Registration Data Advertiser On-Site Behaviour 11
Connecting and optimisingAdvertiser Data DSP 1 Search Data DSP 2 DMPAudienceScience Ad Exchange Data Segment Creation UI Premium 3rd Party Data Publisher AudienceScience Offline Data Network 12
BMW, who is going to buy your car? In-Market Executive Car BuyersAudience: Audience:•Male •Viewing car related content on•Professionals sites•High incomes •Reading reviews on BMW,•34-55 yrs. Audi, Aston Martin, Porsche•University educated •Searching on terms to find•Adventurous executive carsaspirations •Getting insurance quotes •Carrying this out 8 times in the last 3 weeks 13
The value of offline data in an online world 14