Internet Week Yahoo! Academy: How Direct Can You Be?
How Direct Can You Be?Increasing sophistication of theresponse generationDora MichailSenior Manager, DR Marketplace Management & DataStrategy EMEA
Why use DR? Example of a campaign Registration & Interest Data Start with the1 top of the Travel funnel
Why use DR? Example of a campaign1 Start with the top of the funnel Registration & Interest Data Travel User Journey & User Intent Harness user Data intent data Flights2 Specific insight as to NY they traverse the Yahoo! DR network
Why use DR? Example of a campaign1 Start with the top of the funnel Registration & Interest Data Travel2 Harness user intent data User Journey & User Intent Data Flights to NY Advertiser Data Re-targeting to ‘close’ Brand3 Specific insight as interest they traverse the Y! DR network Re-targeting
It’s a complex market.... DMP DSP SRT RTB ATD SSP TPAS DRMP AMP As an industry, we thrive on hype…
But... Target Reach audience … the core principles DR of Direct Response People Data remain the same. Technology
But so does data....CASE STUDY Significant uplift in Using adCampaign uplift using conversions using re-targeting additional data toYahoo! Direct Response vs drive targetinguntargeted run-of-network (RON) 240% Uplift 150% Uplift Conversion RON Interest Data Intent Data Advertiser Data
And you need the machinery.... Predictive Campaign Global Optimization FrequencyAD SERVING & ManagementOPTIMIZATIONALGORITHM EXCLUSIVE & NON-EXCLUSIVE INVENTORY & DATA Real Time Real Time Bidding Bidding on Targeted Supply on Demographic & Targeted Supply Behavioural Targeting
...to address the whole funnel Interest Target users with the right demographics and interests. ! Critical to address the whole funnel Intent Scalable performance advertising: Overlays intent data, cherry- picking those ready to buy. Decision Intensify once key buying signal has been given, retarget with the right message and frequency SOLD 13 Yahoo! Presentation, Confidential 11/14/2011
Combining… 100+ data providers, 6,000+ data segments including Yahoo!The Challenge Create something unique and unduplicated for advertisers…
Combining… 1 First party data, e.g. advertiser retargeting pixels 2 Proprietary demographic and behavioral data 3 Third party dataReach Engage Relevant audiences at scale Users as individuals
Pre-Targeting SegmentsA machine learning based Typical data managementmethodology to combine multiplesources of data into unduplicated and Demo Data Auto Interest Forumunique audiences. data data Finance data Finance data Autos Travel data data GamingEach Pre-Targeting segment is a data Generic datagroup of users that have similar Interest data Offline Dataonline interests and a distinctpropensity to buy certain products(e.g. travel, telco…). Super Super Segment SegmentThis propensity to purchase is thefirst of the many targeting tools Target for Auto and Target for Telco and Finance DatingYahoo! DR uses
Advertisers have plenty of options,so differentiation matters.