Dave Hills, CEOdhills@twelvefold.com@twelvefoldmedia
How Do We Hit the Target Audience?
Behaviorial Targeting Understanding where audience has been to      anticipate where they’re going
Emotive-Based TargetingUnderstanding where the audience is right now
How Emotive-Based Targeting WorksInfluential Content                  Audience Intent                      In Real-time
The Result?Advertising that makes an emotional connection   with targeted, highly engaged audiences
A Case StudyRitz: Battle of the Toppings& Twelvefold Media
Ritz Battle of the ToppingsCampaign Goals•   Raise awareness of Ritz as a “Game Day” snack•   Drive engagement with Ritz b...
Target AudienceRitz provided Twelvefold with specific insights:   Target consumer is:      • Women 35 – 54      • Values i...
Twelvefold Targeting•   Created content targets to capture precise consumers•   Emotionally connect these consumers with B...
Twelvefold TargetingGame Day Recipes - Content Target:  • Those planning for game day  • Excited about the “big game”  • S...
Twelvefold TargetingSocial Games and Sharing - Content Target:   •   Those seeking content around Facebook games   •   Ent...
Execution                   Video                           Interact with                            other teams       Joi...
Execution                      Review teams                            Rally Friends                                      ...
Content Alignment
Content Alignment                          delicious go-to                          recipe for parties!Easy & Delicious Pa...
ResultsAwareness   • Study showed Ritz as the most      recognized brand among target      audience in 30 day recall   •  ...
What We Learned… Game Day Recipe Idea Seekers:      Engagement spikes days before game day       around recipes and plann...
Future OpportunitiesTwo primed always-on target audiences for Ritz                Game Day Recipe Ideas:                  ...
Dave Hills, CEOdhills@twelvefold.com@twelvefoldmedia
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adtech SF 2012: Behavioral Targeting by Dave Hills

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adtech SF 2012: Behavioral Targeting by Dave Hills

  1. 1. Dave Hills, CEOdhills@twelvefold.com@twelvefoldmedia
  2. 2. How Do We Hit the Target Audience?
  3. 3. Behaviorial Targeting Understanding where audience has been to anticipate where they’re going
  4. 4. Emotive-Based TargetingUnderstanding where the audience is right now
  5. 5. How Emotive-Based Targeting WorksInfluential Content Audience Intent In Real-time
  6. 6. The Result?Advertising that makes an emotional connection with targeted, highly engaged audiences
  7. 7. A Case StudyRitz: Battle of the Toppings& Twelvefold Media
  8. 8. Ritz Battle of the ToppingsCampaign Goals• Raise awareness of Ritz as a “Game Day” snack• Drive engagement with Ritz brand through “Battle of the Toppings” Challenge – Vote on Facebook for favorite Ritz Topping and enter to win $50,000 – Encourage voters to share on their social networks, rally their friends to join their team
  9. 9. Target AudienceRitz provided Twelvefold with specific insights: Target consumer is: • Women 35 – 54 • Values individualism • Competitive spirit • Savvy in the digital space
  10. 10. Twelvefold Targeting• Created content targets to capture precise consumers• Emotionally connect these consumers with Battle of the Toppings Challenge and engage them to vote: – Game Day Recipe Seekers – Social Gamers and Social Media Sharers
  11. 11. Twelvefold TargetingGame Day Recipes - Content Target: • Those planning for game day • Excited about the “big game” • Seeking information and recipes for game day parties • Avoided content focused on wings**Key Insight: popular topic associated with Game DayRecipes was wings, and this was outside of Ritz target goals • Strategic need to target consumers looking for party snacks more relevant to Ritz brand, and not wings
  12. 12. Twelvefold TargetingSocial Games and Sharing - Content Target: • Those seeking content around Facebook games • Enthusiasm for social games • Flash games**Key Insight: Flash games indexed higher than expected asa top topic, inline with Facebook gaming content • Opportunity to target consumers excited about both Flash games and Facebook games
  13. 13. Execution Video Interact with other teams Join your team Recipes Engage On Facebook
  14. 14. Execution Review teams Rally Friends Talk Trash Play Online Get Recipes Pick a team
  15. 15. Content Alignment
  16. 16. Content Alignment delicious go-to recipe for parties!Easy & Delicious Party An easy recipe isRecipe! important… Bubble Shooter Flash Fun and Addictive excellent graphics …the challenging levels have a lot to do with a game’s popularity… NASA hasNASA Releases First launched the first multi-player Game Day SnackMulti-Player FB Game online, Faceboo Recap k game planned for a savory popcorn snack…to go all out and put on a football worthy spread
  17. 17. ResultsAwareness • Study showed Ritz as the most recognized brand among target audience in 30 day recall • Week of January 29 (mid-campaign) saw highest ever activity on Facebook PageEngagement • Ritz Facebook Fans grew 32% during campaign • Video Completes were 126% above industry benchmarks • Twelvefold Touch engagement was 240% above industry benchmarks • 20K users engaged with Battle of the Toppings in less than one month • Ritz-branded content was shared over 10K times
  18. 18. What We Learned… Game Day Recipe Idea Seekers:  Engagement spikes days before game day around recipes and planning  “Easy Recipes” the top topic in 2012 Social Gaming Enthusiasts:  Very engaged, responding to calls to action, and always on the lookout for latest games  Top topics change frequently with game trends
  19. 19. Future OpportunitiesTwo primed always-on target audiences for Ritz Game Day Recipe Ideas:  3 days leading up to big games constant opportunity to target Ritz messaging  Follow top topics as they change, i.e. “easy recipes” Social Gaming:  Great target for driving engagement for Ritz with a social gaming relevant message  Consistent volume and evergreen opportunity with top themes changing frequently
  20. 20. Dave Hills, CEOdhills@twelvefold.com@twelvefoldmedia

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