Targeting

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  • Why targeting online is better for brands
    Targeting in traditional media can be done on the basis of…..
    CLICK.Young couple example
    Micro Targeting
    Calculate the effectiveness of the campaign
  • For instance, after searching on eBay for video games, you might see ads of gaming systems appear afterwards. Likewise, these ads would also be seen by users who “Liked” a business page of known gaming company from Facebook. For example, a local car dealership can now show ads to people who are likely in the market for a new car and who live near the dealership
    Behavioral Targeting is a tool to deliver ads tailored to individual interests. This is used by advertisers/publishers to increase the effectiveness of campaigns through information collected. On a macro level, this is translating online behavior data into favorable outcome for the advertiser
    Behavioral Targeting maximizes ROI as the highly relevant ads are delivered to a receptive audience and thus wastage is minimized.
    FBX ads- retargeted from other websites
    Google and Facebook are the biggest proponents of Behavioral Targeting. In Google, Advertisers can choose from over 1000 categories based on the type of pages that a user visits, Recency and Frequency of the person who visits those sites and then Google relates the browser cookie(where our profile is stored) with appropriate interests. Facebook allows advertisers define their ideal audience by what they’re interested in – activities, likes, interests, etc and thus target is narrowed down for more relevant audience
  • Advertising Networks use behavioral targeting in a different way than individual sites. Since they serve many advertisements across many different sites, they are able to build up a picture of the likely demographic makeup of internet users.[5] An example would be a user seen on football sites, business sites and male fashion sites. A reasonable guess would be to assume the user is male. Demographic analyses of individual sites provided either internally (user surveys) or externally (Comscore netratings) allow the networks to sell audiences rather than sites.[6] Although advertising networks used to sell this product, this was based on picking the sites where the audiences were. Behavioral targeting allows them to be slightly more specific about this.
  • Retargeting generates greater online sales by keeping your brand front and center and bringing "window shoppers" back when they're ready to buy. Every time your customer sees your retargeting ads, your brand gains traction and more recognition
    Purchase funnel
  • Talk about email retargeting also.
    ust like site retargeting, when a subscriber opens your email, a cookie is dropped into his or her browser
  • Retargeting generates greater online sales by keeping your brand front and center and bringing "window shoppers" back when they're ready to buy. Every time your customer sees your retargeting ads, your brand gains traction and more recognition
    Purchase funnel
  • Targeting

    1. 1. tamra-c2.com Feb 2014 Online Targeting
    2. 2. tamra-c2.com Targeting Online ing Gender Age Ethnicity Language Educational level Interests Behavior Plans for purchase Cuisines Searches made in google Likes Passions Category of websites visited yesterday Politics..etc Quick Recap
    3. 3. tamra-c2.com Behavioral Targeting Behavioral Targeting Based on interests/”Likes”/websites visited Help brands reach consumers who have expressed an interest in similar products
    4. 4. tamra-c2.com Ad networks They build up ‘likely’ picture of demographic Create personas Selling audience rather than sites
    5. 5. tamra-c2.com Retargeting Retargeting Retargeting is a tool which helps in showing an ad to the visitors in other website, who earlier had viewed/visited the website Geo Targeting | Contextual Targeting Planned for Al Naboodah and Ali & Sons
    6. 6. tamra-c2.com Retargeting I go to the site I view products/info and leave without purchasing The retargeting ad is displayed on the websites I visit A Code is placed in the website A Cookie is deposited in the browser The Cookie stalks you and will let the advertiser know when and where to serve ads Customer Advertiser
    7. 7. tamra-c2.com Case study Objective: To increase web based enquiries • Messages customized based on drop off page • Geo/brand specific offers •Clicks were 3X higher than average banner ads • >5000 leads generated
    8. 8. tamra-c2.com Case Study 1st stage 2nd stage 3rd stage opened Not opened Connecting Email and CRM Connecting Email and CRM
    9. 9. tamra-c2.com Retargeting http://www.youtube.com/watch?v=IO0Lc0fxRN4 http://www.youtube.com/watch?v=dG_JzecjjiY http://www.youtube.com/watch?v=TTxBAVxesyM
    10. 10. tamra-c2.com Retargeting • Retargeting generates greater online sales by keeping your brand front and center and bringing "window shoppers" back when they're ready to buy. • Every time your customer sees your retargeting ads, your brand gains traction and more recognition • In Facebook, the precise reach is almost 100% • Eve n if premium websites charge higher per CPM than broad websites, the click rate is much better Summary

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