Content Targeting


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Content Targeting

  1. 1. 10 – 12 October 2011, Vienna, Reed Messe WienMedia PortSession: Innovative AdvertisingTitle: Content TargetingSpeaker: Markus Breuer, AG
  2. 2. ANINCONVENIENTTRUTH …  ist  ein  Unternehmen  von   Deutsche  Post  DHL  
  3. 3. For each individual visitor95% of your website80% of your homepage99% of your adsare totally irrelevant!  ist  ein  Unternehmen  von   Deutsche  Post  DHL  
  4. 4.  ist  ein  Unternehmen  von  Deutsche  Post  DHL  
  5. 5. of these h eadlinesH ow many for you,were „in teresting“pe rsonally?  ist  ein  Unternehmen  von   Deutsche  Post  DHL  
  6. 6. ur ry visitor of yo nice, if eveW ouldn‘t it be see pages ,… nlywebs ite would o , ic s/products rily present top... w hich prima to him/her? st what a re of intere is in a way that approa ch her/him e r, educatio n, ... which /he r age, gend approp riate for his ? li festyle etc. e ge r visit, mor h would le ad to a lon impression s? … whic sa nd more ad d page impression  ist  ein  Unternehmen  von   Deutsche  Post  DHL  
  7. 7. EXACTLY THAT ISCONTENTTARGETING!  ist  ein  Unternehmen  von   Deutsche  Post  DHL  
  8. 8. Content TargetingBetter operating results by delivering more relevant contentPit Gottschalk (Axel Springer AG) & Markus Breuer ( AG) Ifra - Vienna, Oct. 12th 2011  ist  ein  Unternehmen  von   Deutsche  Post  DHL  
  9. 9. The Goal:PRESENTING RELEVANTCONTENT TO ABROAD TARGET GROUP  ist  ein  Unternehmen  von   Deutsche  Post  DHL  
  10. 10. Our product is intended for customers in the hedonisticmilieu (and to 30% in the expeditive milieu) Our customershousehold income is average or slightly above average. Mostof them are between 25 and 45. Some 65% are women.A TARGET GROUP  ist  ein  Unternehmen  von   Deutsche  Post  DHL  
  11. 11. This is a et“, isn‘t it?rather b road „targ  ist  ein  Unternehmen  von   Deutsche  Post  DHL  
  12. 12. Exactly how do Iapproach a visitor,who is 65% femaleand 35% male?  ist  ein  Unternehmen  von   Deutsche  Post  DHL  
  13. 13. rt sighted st website s are shoMo rry focus,today, u sing a bluint entionally.  ist  ein  Unternehmen  von   Deutsche  Post  DHL  
  14. 14.  ist  ein  Unternehmen  von  Deutsche  Post  DHL  
  15. 15. nd this is the resultA vision …of su ch a blurry  ist  ein  Unternehmen  von   Deutsche  Post  DHL  
  16. 16.  ist  ein  Unternehmen  von  Deutsche  Post  DHL  
  17. 17.  ist  ein  Unternehmen  von  Deutsche  Post  DHL  
  18. 18.  ist  ein  Unternehmen  von  Deutsche  Post  DHL  
  19. 19. rybody“„Someth ing for eve we really want that?Do  ist  ein  Unternehmen  von   Deutsche  Post  DHL  
  20. 20. a se d o n ontent Ta rgeting – bC redictivetried-an d-proven p you put vioral targ eting helpsbeha the really a sharp focus on gments. relev ant sub-se  ist  ein  Unternehmen  von   Deutsche  Post  DHL  
  21. 21. The Audience Now  ist  ein  Unternehmen  von   Deutsche  Post  DHL  
  22. 22. The Audience With Targeting  ist  ein  Unternehmen  von   Deutsche  Post  DHL  
  23. 23. Use Facts to Approach Your Customer Age Gender Personal income Occupation Education Household size Children Household leadership Household income Household provider  ist  ein  Unternehmen  von   Deutsche  Post  DHL  
  24. 24. THE ALTERNATIVE TO “BLURRY”:CONTENTTARGETING  ist  ein  Unternehmen  von   Deutsche  Post  DHL  
  25. 25. Content TargetingA SIMPLIFIED EXAMPLE …  ist  ein  Unternehmen  von   Deutsche  Post  DHL  
  26. 26.  ist  ein  Unternehmen  von  Deutsche  Post  DHL  
  27. 27.  ist  ein  Unternehmen  von  Deutsche  Post  DHL  
  28. 28.  ist  ein  Unternehmen  von  Deutsche  Post  DHL  
  29. 29.  ist  ein  Unternehmen  von  Deutsche  Post  DHL  
  30. 30.  ist  ein  Unternehmen  von  Deutsche  Post  DHL  
  31. 31. 1.  Determining readers demographics and interests2.  Classifying content according to interests3.  Prioritising according to matching interestsTHE PROJECT APPROACH  ist  ein  Unternehmen  von   Deutsche  Post  DHL  
  32. 32. Three Partners retresco   •  ClassificaCon   •  PresenaCon  Layer   •  Content  Backend   Axel  Springer   •  Premium  Content   •  Profiles   •  Premium  Brands   •  Behavioral  data   •  Huge  Reach   Relevant   News  ist  ein  Unternehmen  von   Deutsche  Post  DHL  
  33. 33. BUT, COULDN’T WE DO ITWITH USER PREFERENCES?  ist  ein  Unternehmen  von   Deutsche  Post  DHL  
  34. 34.  ist  ein  Unternehmen  von  Deutsche  Post  DHL  
  35. 35. No, b ecause … y uses it!ne arly nobod than 5% of usersTypica l l y l e ss  ist  ein  Unternehmen  von   Deutsche  Post  DHL  
  36. 36. BUT, WHAT ABOUT USINGINFORMATION FROMSOCIAL NETWORKS?  ist  ein  Unternehmen  von   Deutsche  Post  DHL  
  37. 37.  ist  ein  Unternehmen  von  Deutsche  Post  DHL  
  38. 38. ork well, b ecause …Won’t w curators! nds are N OT greatfrie superior a pproach:The  ist  ein  Unternehmen  von   Deutsche  Post  DHL  
  39. 39. Know your Readers!  ist  ein  Unternehmen  von   Deutsche  Post  DHL  
  40. 40. 1.  The best content2.  Presented according to reader’s interests  More page views  More ad impressions  Higher reader satisfactionCAUSE & EFFECT  ist  ein  Unternehmen  von   Deutsche  Post  DHL  
  41. 41. THE END VISIT US AT BOOTH A-270& BOOTH A-670  ist  ein  Unternehmen  von   Deutsche  Post  DHL  
  42. 42. This  document  and  the  informaCon  it  contains  are  confidenCal,  for  the  private  use  only  of  the  recipient.  It  should  not  be  copied  or  reproduced  in  whole  or  in  part  without  the  prior  wriKen  consent  of  AG,  Berlin  (the  “Company”),  and  should  not  be  distributed  to  any  other  person.  Although   the   informaCon   and   recommendaCons   in   this   document   are   presented   in   good   faith   and  believed   to   be   correct,   AG   makes   no   representaCons   or   warranCes   as   to   the   completeness,  Cmeliness   or   accuracy   of   the   informaCon.   InformaCon   is   supplied   upon   the   condiCon   that   the   persons  receiving  same  will  make  their  own  determinaCon  as  to  its  suitability  for  their  purposes  prior  to  use.  In  no  event  will  AG  be  responsible  for  damages  of  any  nature  whatsoever  resulCng  from  the  use  of  or  reliance  upon  informaCon  from  this  document  or  the  products  to  which  the  informaCon  refers.  THIS   DOCUMENT   IS   PROVIDED   ON   AN   "AS   IS"   BASIS.   NO   REPRESENTATIONS   OR   WARRANTIES,   EITHER  EXPRESS   OR   IMPLIED,   OF   MERCHANTABILITY,   FITNESS   FOR   A   PARTICULAR   PURPOSE   OR   OF   ANY   OTHER  NATURE   ARE   MADE   HEREUNDER   WITH   RESPECT   TO   INFORMATION   OR   THE   PRODUCTS   TO   WHICH  INFORMATION  REFERS  DISCLAIMER  ist  ein  Unternehmen  von   Deutsche  Post  DHL