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3 Tools for Targeting Your Display Advertising

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What tools media planners have at their disposal today.

How to advance beyond broad, demo-based media planning by using a map of 2 million consumers’ online behavior.

A demonstration of the Compete Media Planner.

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3 Tools for Targeting Your Display Advertising

  1. 1. 3 Tools for Targeting Your Display Advertising<br />How to build better media plans with the help of two million online consumers<br />April 2011<br />
  2. 2. Today’s presenters<br />Damian Roskill, Managing Director, Marketing at Compete<br />Kyle Johnson, Director, Media Products at Compete<br />
  3. 3. Webinar logistics<br />Today’s webinar will be recorded. You will be emailed a link.<br />Please enter your questions in the Questions box. We will answer as many as possible at the end.<br />If you have technical difficulties, try loggingback in or use a different browser<br />The Twitter hashtag for today’s webinar is #CompeteMP<br />
  4. 4. Introduction to Compete<br />Founded in 2000, joined WPP/Kantar in 2008<br />Passionate about understanding consumers to inspire great marketing<br />Fastest-growing operating company within Kantar in terms of revenue and new customer growth<br />World-class advertiser, agency and media clients<br />Strategic partnerships to enable marketing optimization and provide holistic view of consumers<br />Leading the creation of a global, multi-screen, single-source consumer-panel with Lightspeed Research for WPP<br />
  5. 5. Agenda<br />Webinar (20-25 min)<br />What tools media planners have at their disposal today<br />How to advance beyond broad, demo-based media planning by using a map of 2 million consumers’ online behavior<br />A demonstration of the Compete Media Planner<br />Q&A (10-15 min)<br />
  6. 6. The media planning challenge:<br />You market to some people who will never be your customers. Meanwhile, you never reach all the people who could be your customers.<br />How can you better reach the right consumers, efficiently?<br />
  7. 7. When buying media, what is your leading consideration?<br />
  8. 8. Old-School Planning<br />
  9. 9. Two typical planning targets:<br />“P&G's target audience objective for its Fusion shaving system was men 18-40 years old”<br />“The targets are:  Women 35+ with kids ages 6-17; Women 35+ with kids; Women with kids”<br />
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  11. 11. Old-school targeting: not dead yet<br />
  12. 12. New-School Targeting<br />
  13. 13. Have you ever bought a ‘target’ audience through an ad network?<br />
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  19. 19. http://tags.bluekai.com/registry<br />
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  21. 21. New-school targeting: more pros than cons<br />
  22. 22. Audience DiscoveryCompete Media Planner<br />
  23. 23. What media planning tools do you currently use?<br />
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  25. 25. Audience discovery: precise and transparent<br />
  26. 26. Let’s recap what we learned<br />Old-school methods still have a place in media planning<br />Audience targeting provides new options for planners & sellers<br />CMP enables a hands-on, transparent approach to audience targeting<br />
  27. 27. Thank you… <br />Damian Roskill<br />Managing Director, Marketing<br />617-933-5670<br />droskill@compete.com<br />www.compete.com<br />Kyle Johnson<br />Director , Media Products<br />617-933-5670<br />kjohnson@compete.com<br />www.compete.com<br />
  28. 28. Questions?<br />

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