Sf keynote

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Sf keynote

  1. 1. Targeting Evolution presented by Sarah Fay to NexTargeting Summit 2010 March 18, 2010
  2. 2. My Year in Review
  3. 3. In the Meanwhile...
  4. 4. What’s Changing ? CPM & CPC Rise of RTB Dominant Media Planning Data Planning & & Optimization Auto Optimization creates Insights Insights Used to Targeting Used to Create Targets Create Insights Media Property Audience Focus Focus
  5. 5. Separation of Inventory & Data Media is being Commoditized
  6. 6. Data is the New Black
  7. 7. The Play for Margin Agencies Advertisers Publishers Margin !
  8. 8. Marketers with Direct Customer Relationships are Leading
  9. 9. But WIll Branding Follow ? Brand Advertising Direct Response
  10. 10. Brand Marketers are Catching On: • Only 24% of them consider their organizations ‘digitally savvy’ 30% are using behavioral targeting to impact the allocation of the marketing mix 64% agree that marketing departments should be organized around consumer segments, instead of brands 47% agree that media should be bought and sold based on ‘guaranteed time spent’ (a.k.a. ‘engagement’ with brand) Source: Marketing & Media Ecosystem 2010, conducted by 4As, ANA. IAB, Booz/Allen/Hamilton
  11. 11. Dunkin’ Donuts Brand Response
  12. 12. Driving Engagement & Loyalty
  13. 13. Targeting & Performance Metrics Most Important
  14. 14. What’s Next ? 1. Data strategies will become a driving force across all kinds of advertising 2. Online buying behavior will become prevalent in traditional channels 3. Agencies and Publishers will continue to cross into each others’ territories 4. New marketing service models will emerge
  15. 15. Thank you & Questions ?

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