Welcome to the EvolutionAudience Based Marketing - Now and Moving Forward           AudienceScience Market Intelligence 2011
Table of Contents   Al                Fe                 Executive Summary                                                ...
Executive Summary   Al                Fe                 If there’s one thing we can guarantee in today’s dynamic online a...
The March    TowardsSophisticated   Audience   Targeting                2
The March Towards Sophisticated Audience Targeting   Al                 W                 Fe                              ...
Today, audience targeting is about driving real value through an audience strategy: a combination of                 targe...
Let’s explore each of these features separately:                 1. Aggregating multiple online and offline data sources   ...
3. Leveraging data management platforms to control and manage ongoing                 campaign data                 Data i...
Although primarily used today for online display advertising, any data management platform should                 also be ...
Defining yourAudience Strategy      through theBehaviorally Driven     Marketplace                      8
Defining your Audience Strategy through the Behaviorally                 Driven Marketplace   Al  Auto Loans               ...
Defining‘Lookalike’ Behaviors  to DeliverAudiences               10
Defining ‘Lookalike’ Behaviors to Deliver Audiences   Al                  T                  Fe                           h...
This means that a publisher looking to create a target audience segment surrounding the ongoing                 needs of p...
While these initial targeting suppositions may sharpen the marketing focus somewhat, it still offersan incomplete picture ...
LookingBeyond the‘Lookalikes’               14
Looking Beyond the ‘Lookalikes’W        hile lookalike modeling can be valuable and does have a role to play, even taking ...
The AudienceTargeting Shift:    Finding the     New Path                   16
Welcome to Evolution: Audience Based Marketing - Now and Moving Forward
Welcome to Evolution: Audience Based Marketing - Now and Moving Forward
Welcome to Evolution: Audience Based Marketing - Now and Moving Forward
Welcome to Evolution: Audience Based Marketing - Now and Moving Forward
Welcome to Evolution: Audience Based Marketing - Now and Moving Forward
Welcome to Evolution: Audience Based Marketing - Now and Moving Forward
Welcome to Evolution: Audience Based Marketing - Now and Moving Forward
Welcome to Evolution: Audience Based Marketing - Now and Moving Forward
Welcome to Evolution: Audience Based Marketing - Now and Moving Forward
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Welcome to Evolution: Audience Based Marketing - Now and Moving Forward

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If there’s one thing we can guarantee in today’s dynamic online advertising ecosystem is that it will continue to change. During the past few years, new technologies and digital ad serving, analytics and media buying and selling tools have emerged and have fundamentally changed the industry.

Inherent within all this change lies real opportunity for advertisers and publishers looking to deliver more effective, efficient campaigns. Yet, outside of these rapid advancements the overall focus for advertisers and publishers is based on the same fundamental question: “How can I get the right message to the right consumer at the right time and in the right place in order to achieve the objectives of my campaign, whether it’s improving the perception of my brand or getting them to take an immediate action?”

Of course reaching the right audience is paramount for campaign success and finding and reaching those consumers willing to pay attention and convert is the ultimate goal for any campaign.

The core of any successful online advertising campaign is based on the need to connect with those consumers who will be most interested and receptive to the advertiser’s message. While traditionally advertisers and publishers have employed practices focused around broad targeting techniques or have been using modeling to pre-define audience segments to accomplish this task, the reality is that ‘one size fits all’ marketing doesn’t work well in this context. Because the consumers who see these ads represent a very diverse range of needs and desires, to be successful, advertisers and publishers need to have access to an ongoing understanding of who their best customers are, what they want and need, and what they will respond to.

The audience targeting path to the future requires a data-led way of thinking about the needs of advertisers and subsequently their customers. It’s no longer about going after the ‘low hanging fruit’ or broad mass markets. It’s now based on sophisticated learning to create meaningful audience segments that allow advertisers and publishers to advance their relationships with consumers in a more personal, relevant and timely manner.

This report will explore the emergence of data-driven audience targeting and will reveal some of the ways that publishers are embracing newer ‘actual data’ tools to create dynamic audience segments that are more flexible and truly able to meet the needs of advertisers.

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Welcome to Evolution: Audience Based Marketing - Now and Moving Forward

  1. 1. Welcome to the EvolutionAudience Based Marketing - Now and Moving Forward AudienceScience Market Intelligence 2011
  2. 2. Table of Contents Al Fe Executive Summary 1 Football Auto Loans The March Towards Sophisticated Audience Targeting Enthusiasts 3 1. Aggregating multiple online and offline data sources 5Dvd Hf beyondEi page view activity 2. Go basic Cas Ca Mb Ny Hs Hi 5 Si 3. Leveraging data management platforms to control and manage ongoing New Years data Entertainment Credit Card campaign Home 6 Improvement Shopping Dvd Buyers Horror Fans Influencers Career Seekers Applicants Mom & Baby Resolution Makers Holiday Shoppers Enthusiasts Influencers 4. Defining and building precise target audiences 6 Mg Ml Tv Es Ha Oe Pi 5. Connecting audiences with available inventory across multiple buying and selling points Os Pl 6 Val 6. Employing campaign insights to optimize and refine targeted campaigns Political Education Home Outdoor 7 Movie-Goers Music Lovers Tv Enthusiasts Seekers Accountants Enthusiast Influencers Online Shoppers Pet Lovers Valentines Day 7. Providing control, transparency and reproducibility for future campaigns 7 Vi Vg XBox I Re Defining your Audience Strategy through the Behaviorally Driven Marketplace 9 Pm Pp R Hw Pe Video Game XBox Insurance Real Estate & Politically Minded Health & Wellness Performance Influencers Defining ‘Lookalike’ Behaviors to Deliver Audiences Video Gamers Enthusiasts Shoppers Mortgage Shoppers Individuals Proud Parents Retirees 11 Advocates Enthusiasts Ps3 Nds Wii Looking Beyond the ‘Lookalikes’ Rp Se S Soc Sb Df 15 Sp Ps3 Nds Wii Retirement Social Diet & Fitness Spring Seasonal Enthusiasts The Audience Targeting Planners Finding the NewSingles Enthusiasts Enthusiasts Shift: Savvy Economic Path Networkers Sports Buffs 17 Enthusiasts ShoppersFam Rs Changes for AdvertisersSf So St Btg Back To School Mp W Mt 20 Cg Family Romantic Sci-Fi Movie Small Business Computer & Gadget US Military Mexico Shoppers Arrival of the Shoppers Shoppers Automated Owners Infrastructure Stock Trader Shoppers Personnel Women 20 Travelers Casual Gamers Fs Lv Conclusion Ec Ws Bts Ti Sp Ce Hg 21 Tri Fall Clothing Las Vegas Winter Clothing Back-To-School Technology Spring Seasonal Cell Phone Holiday Gadget Travel Shoppers Glossary of Industry Terms Travelers Economy Intenders Shoppers Clothing & Supplies Influencers Shoppers Enthuisiasts 23 Shoppers Influencers Lb Ai About AudienceScience Ct Ae Bt Hd Gl Ge H 25 Bf Caribbean Business Holiday Dinner GolfLuxury Buyers Auto Influencers Travelers Auto Enthusiasts Travelers Planners Gadget Lovers Enthusiasts Hispanic Beauty & Fashion Af A As Ci Cv Ht Co Lm M F Asian Crossover Cruise Hawaii Computer Action Fans Imports Auto Shoppers Intenders Vacationers Travellers Shoppers Life Milestones Men Foodies Cs Db Aa Art Ea Fan Ac Bc Tr Ss African Art & Culture Eco-AwareCoupe Shoppers Domestic Buyers American Enthusiasts Individuals Fantasy Sports Affluent Consumer Budget Conscious Truck Buyers Sedan Shoppers Wv Sr Bts Back-To-School Hh Cf Dr Market Intelligence Report – Welcome to the Evolution Bd Bi Ani Bw Winter Sports Summer Clothing & Business Decision Business
  3. 3. Executive Summary Al Fe If there’s one thing we can guarantee in today’s dynamic online advertising ecosystem is that it will Football Auto Loans continue to change. During the past few years, new technologies and digital ad serving, analytics Enthusiasts and media buying and selling tools have emerged and have fundamentally changed the industry.Dvd Hf Ei Cas Ca Mb Ny Inherent within all this change lies real opportunity for advertisers and publishers looking to deliver Hs Hi Si Entertainment Credit Card New Years Home Improvement Shopping Dvd Buyers more effective, Influencers campaigns. Yet, outside of these rapid advancements the overall focus for Horror Fans efficient Career Seekers Applicants Mom & Baby Resolution Makers Holiday Shoppers Enthusiasts Influencers advertisers and publishers is based on the same fundamental question: “How can I get the right Mg Ml Tv Es Ha Oe message to the right consumer at the right time and in the right place in order to achieve the Pi Os Pl Val objectives of my campaign, whether it’s improving the perception of myPolitical or getting them to take Education Home Outdoor brand Movie-Goers Music Lovers Tv Enthusiasts Seekers Accountants Enthusiast Influencers Online Shoppers Pet Lovers Valentines Day an immediate action?” Vi Vg XBox I Re Pm Of course reaching the right audience is paramount for campaign success and finding and reaching Pp R Hw Pe those consumers willing to pay attention and convert is the ultimate goal for any campaign. Video Game XBox Insurance Real Estate & Politically Minded Health & Wellness Performance Influencers Video Gamers Enthusiasts Shoppers Mortgage Shoppers Individuals Proud Parents Retirees Advocates Enthusiasts The core of any successful online advertising campaign is based on the need to connect with those Ps3 Nds Wii Rp Se S Soc consumers who will be most interested and receptive to the advertiser’s message. While traditionally advertisers and publishers have employed practices focused around broad targeting techniques or Sb Df Sp Ps3 Nds Wii Retirement Social Diet & Fitness Spring Seasonal Enthusiasts have been using modeling toPlanners Enthusiasts Enthusiasts pre-defineSavvy Economic segments to accomplish this task,Buffs reality is audience Singles Networkers Sports the Enthusiasts Shoppers that ‘one size fits all’ marketing doesn’t work well in this context. Because the consumers who seeFam Rs Sf So St Btg these ads represent a very diverse range of needs and desires, to be successful, advertisers and Back To School Mp W Mt Cg Family publishers need to Movie accessBusiness ongoing understandingGadget Romantic Sci-Fi have Small to an Computer & of who US Military their best customers are, what Mexico Shoppers Shoppers Shoppers Owners Stock Trader Shoppers Personnel Women Travelers Casual Gamers they want and need, and what they will respond to. Fs Lv Ec Ws Bts Ti The audience targeting path to the future requires a data-led way of thinking about the needs of Sp Ce Hg Tri Fall Clothing advertisers and subsequently their customers. It’s no longer about goingSeasonal the ‘low hangingHoliday Gadget Las Vegas Winter Clothing Back-To-School Technology Spring after Cell Phone fruit’ Travel Shoppers Travelers Economy Intenders Shoppers Clothing & Supplies Influencers Shoppers Enthuisiasts Shoppers Influencers or broad mass markets. It’s now based on sophisticated learning to create meaningful audience segments that allow advertisers and publishers to advance their relationships with consumers in a Lb Ai Ct more personal, relevant and timely manner.Ae Bt Hd Gl Ge H Bf Caribbean Business Holiday Dinner GolfLuxury Buyers Auto Influencers Travelers Auto Enthusiasts Travelers Planners Gadget Lovers Enthusiasts Hispanic Beauty & Fashion This report will explore the emergence of data-driven audience targeting and will reveal some of the ways that publishers are embracing newer ‘actual data’ tools to create dynamic audience segments Af A As Ci Cv that are more flexible and truly able to meet the needs of advertisers. Ht Co Lm M F Asian Crossover Cruise Hawaii Computer Action Fans Imports Auto Shoppers Intenders Vacationers Travellers Shoppers Life Milestones Men Foodies Cs Db Aa Art Ea Fan Ac Bc Tr Ss African Art & Culture Eco-AwareCoupe Shoppers Domestic Buyers American Enthusiasts Individuals Fantasy Sports Affluent Consumer Budget Conscious Truck Buyers Sedan Shoppers Wv Sr Bts Back-To-School Hh Cf Dr Market Intelligence Report – Welcome to the Evolution Bd Bi Ani Bw 1 Winter Sports Summer Clothing & Business Decision Business
  4. 4. The March TowardsSophisticated Audience Targeting 2
  5. 5. The March Towards Sophisticated Audience Targeting Al W Fe hile huge technological advances have come together to create unprecedented online audience targeting capabilities, at the heart of any effective advertising campaign (on or offline) lies the ability to get the right message to the right consumer at the right time so that they Football Auto Loans take action and for the right price. Enthusiasts Today, online publishers and advertisers have access to a depth of targeting data never seen before.Dvd Hf Ei Cas Ca Mb From site specific analytics and actionable metrics to an abundance of 3rd party sources, they have Ny Hs Hi Si Dvd Buyers abundance Entertainment to work Seekers However, while this explosion of data is the fuel poweringEnthusiasts anHorror Fans of riches Influencers Career with. Credit Card Applicants Mom & Baby New Years Resolution Makers Holiday Shoppers Homethe Improvement Shopping Influencers new online advertising ecosystem, without the intelligence to understand and apply all this data, it Mg Ml often has little value. Tv Es Ha Oe Pi Os Pl Val Education Home Outdoor Political The evolution of Enthusiasts is very much the evolution of data. As marketers’ confidence has grown in targeting Movie-Goers Music Lovers Tv Seekers Accountants Enthusiast Influencers Online Shoppers Pet Lovers Valentines Day the value of online advertising, they are now demanding greater precision and looking to replicate the Vi Vg XBox I targeting sophistication of offline in the online environment. Re Pm Pp R Hw Pe Video Game Influencers We’ve seen the Enthusiasts Video Gamers move from a reliance onMortgage Shoppers Politically Minded Proud Parents XBox Insurance Shoppers broad targeting Individuals such as geo-targeting—focusing on Real Estate & options Retirees Health & Wellness Advocates Performance Enthusiasts location rather than people—and contextual—where site was proxy for audience—to demographics, Ps3 Nds Wii Rp Se S and defining the classic age/gender/income segments. The advent of behavioral targeting saw greater use of data to identify targets, with one or two online actions defining audience segments. Soc Sb Df Sp Ps3 Nds Wii Retirement Social Diet & Fitness Spring Seasonal Enthusiasts This was the forerunner to the Planners Enthusiasts Enthusiasts emergenceSavvymuch more sophisticatedNetworkers of Economic Singles data-driven audience building. Sports Buffs Enthusiasts ShoppersFam Rs Sf So St Btg Back To School Mp W Mt Cg Family Romantic Sci-Fi Movie Small Business Computer & Gadget US Military Mexico Shoppers Shoppers Shoppers Owners Stock Trader Shoppers Personnel Women Travelers Casual Gamers Fs Lv Ec Ws Bts Ti Sp Ce Hg Tri Fall Clothing Las Vegas Winter Clothing Back-To-School Technology Spring Seasonal Cell Phone Holiday Gadget Travel Shoppers Travelers Economy Intenders Shoppers Clothing & Supplies Influencers Shoppers Enthuisiasts Shoppers Influencers Lb Ai Ct Ae Bt Hd Gl Ge H Bf Caribbean Business Holiday Dinner GolfLuxury Buyers Auto Influencers Travelers Auto Enthusiasts Travelers Planners Gadget Lovers Enthusiasts Hispanic Beauty & Fashion Af A As Ci Cv Ht Co Lm M F Asian Crossover Cruise Hawaii Computer Action Fans Imports Auto Shoppers Intenders Vacationers Travellers Shoppers Life Milestones Men Foodies Cs Db Aa Art Ea Fan Ac Bc Tr Ss African Art & Culture Eco-AwareCoupe Shoppers Domestic Buyers American Enthusiasts Individuals Fantasy Sports Affluent Consumer Budget Conscious Truck Buyers Sedan Shoppers Wv Sr Bts Back-To-School Hh Cf Dr Market Intelligence Report – Welcome to the Evolution Bd Bi Ani Bw 3 Winter Sports Summer Clothing & Business Decision Business
  6. 6. Today, audience targeting is about driving real value through an audience strategy: a combination of targeted campaign data, ad serving technologies and partnerships with advertising networks, media buying channels and third-party data providers. Ultimately, the goal is to find intelligent ways to combine these elements so that cost and waste are reduced and advertising messages are positioned in a way that they deliver the most relevant message to the right consumers. Channeling all these Al Fe elements is complex and today requires data management technologies to deliver true audience insight and targeting. In particular it requires platforms to: Football Auto Loans EnthusiastsDvd Hf Ei Cas Ca Mb Ny Hs Hi Si Entertainment Credit Card New Years Home Improvement Shopping Dvd Buyers Horror Fans Influencers Career Seekers Applicants Mom & Baby Resolution Makers Holiday Shoppers Enthusiasts Influencers Mg Ml Tv Es Ha Oe Pi Os Pl Val Education Home Outdoor Political Movie-Goers Music Lovers Tv Enthusiasts Seekers Accountants Enthusiast Influencers Online Shoppers Pet Lovers Valentines Day Vi Vg XBox I Re Pm Pp R Hw Pe Video Game XBox Insurance Real Estate & Politically Minded Health & Wellness Performance Influencers Video Gamers Enthusiasts Shoppers Mortgage Shoppers Individuals Proud Parents Retirees Advocates Enthusiasts Ps3 Nds Wii Rp Se S Soc Sb Df Sp Ps3 Nds Wii Retirement Social Diet & Fitness Spring Seasonal Enthusiasts Enthusiasts Enthusiasts Planners Savvy Economic Singles Networkers Sports Buffs Enthusiasts ShoppersFam Rs Sf So St Btg Back To School Mp W Mt Cg Family 1. Aggregate Movie Romantic Sci-Fi multiple and diverse online Small Business and off-line data Military Computer & Gadget US sources Mexico Shoppers Shoppers Shoppers Owners Stock Trader Shoppers Personnel Women Travelers Casual Gamers 2. Go beyond basic page view activity Fs Lv 3. Provide Ec Ws Bts Ti Sp Ce a single audience targeting platform that allows advertisers to Hg Tri Fall Clothing Las Vegas Shoppers control and manage ongoing Back-To-School Travelers Economy Intenders Winter Clothing Shoppers campaign Clothing & Supplies Technology data Influencers Spring Seasonal Shoppers Cell Phone Enthuisiasts Holiday Gadget Shoppers Travel Influencers 4. Define and build precise target audiences Lb Ai Ct Ae Bt Hd Gl Ge 5. Connect audiences with available advertising inventory across multiple H Bf Caribbean Business Holiday Dinner GolfLuxury Buyers buying and selling points Auto Influencers Travelers Auto Enthusiasts Travelers Planners Gadget Lovers Enthusiasts Hispanic Beauty & Fashion 6. Employ campaign insights to optimize and refine targeted campaigns Af A As Ci Cv Ht Co Lm M F 7. Provide control, transparency and reproducibility for future campaigns Asian Crossover Cruise Hawaii Computer Action Fans Imports Auto Shoppers Intenders Vacationers Travellers Shoppers Life Milestones Men Foodies Cs Db Aa Art Ea Fan Ac Bc Tr Ss African Art & Culture Eco-AwareCoupe Shoppers Domestic Buyers American Enthusiasts Individuals Fantasy Sports Affluent Consumer Budget Conscious Truck Buyers Sedan Shoppers Wv Sr Bts Back-To-School Hh Cf Dr Market Intelligence Report – Welcome to the Evolution Bd Bi Ani Bw 4 Winter Sports Summer Clothing & Business Decision Business
  7. 7. Let’s explore each of these features separately: 1. Aggregating multiple online and offline data sources In the world of marketing, targeting is king. And in the world of targeting, data rules supreme! Al Fe To be effective, targeting requires real intelligence and understanding that is often built on diverse and very granular data. Creating an audience based on a single point of criteria like age or gender Football Auto Loans is Enthusiasts rarely sufficient to get the job done. Because real people are never that limited in their scope and needs, advertisers need access to data which can help them to construct multifaceted targetingDvd Hf Ei Cas Ca Mb Ny ‘personalities’ more in line with the real people that they represent. This information often exists both Hs Hi Si inside and outside an advertiser’s business. Card Entertainment Credit New Years Home Improvement Shopping Dvd Buyers Horror Fans Influencers Career Seekers Applicants Mom & Baby Resolution Makers Holiday Shoppers Enthusiasts Influencers Traditionally, valuable internal audience data is often scattered across different areas and channels of Mg Ml Tv Es Ha Oe Pi a business. Attempting to bring it together in the past has been, at best, logistically very difficult. The Os Pl Val Education Home Outdoor Political Movie-Goers result Lovers lossEnthusiasts Music is the Tv of valuable intelligence which businesses can use to better understand the needs Seekers Accountants Enthusiast Influencers Online Shoppers Pet Lovers Valentines Day and behaviors of key customers. Often, by default, the lack of this data means that advertisers end Vi Vg XBox I Re Pm Pp up settling for simple customer snapshots on which to base their targeting. This lack of insight dilutes R Hw Pe Video Game and distorts campaign targeting effectiveness by& limiting the criteria being used to reach the ideal XBox Insurance Real Estate Politically Minded Health & Wellness Performance Influencers Video Gamers Enthusiasts Shoppers Mortgage Shoppers Individuals Proud Parents Retirees Advocates Enthusiasts customers and not just those that share similarities. Ps3 Nds Wii Rp Se S Any effective audience targeting campaign management process needs to include the ability to Soc Sb Df Sp Ps3 connect disparate Wii Nds data points with one another by collecting, importingSocial collating huge volume & Fitness Retirement and Diet of Spring Seasonal Enthusiasts Enthusiasts Enthusiasts Planners Savvy Economic Singles Networkers Sports Buffs Enthusiasts Shoppers data from different sources into a single platform. This can include internal data, such as from past marketing campaigns, as well as ongoing web site traffic patterns, such as through measurementFam Rs Sf So St Btg of content most often read, number of searches made, specific actions taken, sites/sections/pages Back To School Mp W Mt Cg Family Romantic Sci-Fi Movie Small Business Computer & Gadget US Military Mexico Shoppers visited, site registration information, etc. Shoppers Shoppers Owners Stock Trader Shoppers Personnel Women Travelers Casual Gamers Fs Lv Ec Ws Bts Ti Today, this combination of rich online data is now being melded with off-line data that includes demographic, psychographic, lifestyle, product registration data, attitudinal and transactional data Sp Ce Hg Tri Fall Clothing Las Vegas Winter Clothing Back-To-School Technology Spring Seasonal Cell Phone Holiday Gadget Travel Shoppers points (among others) to create a much Clothing & Supplies Travelers Economy Intenders Shoppers deeper targetingInfluencers model. Shoppers Enthuisiasts Shoppers Influencers Lb Ai Ct 2. Go beyond basic page view activity Ae Bt Hd Gl Ge H Bf There is tremendous value in drawing from the words Holiday Dinner Caribbean Business on site pages, the on-site search terms, the GolfLuxury Buyers Auto Influencers Travelers Auto Enthusiasts Travelers Planners Gadget Lovers Enthusiasts Hispanic Beauty & Fashion referring search activity, on-site actions/events (like calculators, e-mailing articles, dealer locaters, Af A As Ci Cv Ht etc.), IP attributes, etc. This comprises a strategic technological course of action that is more Co important than data collected from a basic data collection pixel. It is crucial to achieve competitive Lm M F Asian Crossover Cruise Hawaii Computer Action Fans advantage by getting all data Intenders Imports Auto Shoppers on every possible page view, as opposed to a DMP that does simple Vacationers Travellers Shoppers Life Milestones Men Foodies data collection through a container tag, or a conversion pixel on key pages. Cs Db Aa Art Ea Fan Ac Bc Tr Ss African Art & Culture Eco-AwareCoupe Shoppers Domestic Buyers American Enthusiasts Individuals Fantasy Sports Affluent Consumer Budget Conscious Truck Buyers Sedan Shoppers Wv Sr Bts Back-To-School Hh Cf Dr Market Intelligence Report – Welcome to the Evolution Bd Bi Ani Bw 5 Winter Sports Summer Clothing & Business Decision Business
  8. 8. 3. Leveraging data management platforms to control and manage ongoing campaign data Data is the fuel that runs any effective online targeting campaign. However, collecting data for data’s sake is like having a reserve of gasoline that only ever sits in a container in the garage—until it’s put Al Fe to proper use, it has little value. Football Because audience targeting campaigns can be very complex and because there are frequently Auto Loans Enthusiasts multiple channels, systems, and databases that all need to work together, it is paramount thatDvd Hf Ei Cas Ca Mb advertisers have access to data management tools which give them the correct insight and understanding they need in order to make important targeting decisions. Ny Hs Hi Si Entertainment Credit Card New Years Home Improvement Shopping Dvd Buyers Horror Fans Influencers Career Seekers Applicants Mom & Baby Resolution Makers Holiday Shoppers Enthusiasts Influencers By using a single platform to control and manage data, advertisers are able to collect and Mg Ml Tv Es Ha Oe apply granular insights and campaign optimization from multiple points of view and apply this Pi Os Pl Val understanding to all their campaigns. Education Home Outdoor Political Movie-Goers Music Lovers Tv Enthusiasts Seekers Accountants Enthusiast Influencers Online Shoppers Pet Lovers Valentines Day 4. Defining and building precise target audiences Vi Vg XBox I Re Pm Accurate targeting requires the ability to define your audience explicitly, clearly and, most importantly, Pp R Hw Pe Video Game XBox Insurance Real Estate & Politically Minded Health & Wellness Performance Influencers accurately. Data managementShoppers Video Gamers Enthusiasts platformsMortgage Shoppers empower publishers and advertisers to apply logic controls Individuals Proud Parents Retirees Advocates Enthusiasts so they can better manage audience segments based on their unique needs and allow publishers to Ps3 Nds Wii Rp Se S better understand, define, and build true audiences across multiple dimensions used to target online Soc Sb Df Sp Ps3 advertising campaigns. Nds Wii Retirement Social Diet & Fitness Spring Seasonal Enthusiasts Enthusiasts Enthusiasts Planners Savvy Economic Singles Networkers Sports Buffs Enthusiasts Shoppers A key component to audience definition is having the tools to transparently understand whatFam Rs Sf So St Btg elements define an audience. Too often there is a reliance on unseen algorithms or “black box” Back To School Mp W Mt Cg Family solutions, and guesswork Romantic Sci-Fi Movie becomes a common default when defining US Military Small Business Computer & Gadget audience segments. While this Mexico Shoppers Shoppers Shoppers Owners Stock Trader Shoppers Personnel Women Travelers Casual Gamers may have been acceptable in the early days, the growing sophistication of online targeting, the need Fs Lv Ec Ws Bts Ti to replicate the same target groups across multiple channels, and the greater awareness of data quality and (sources) mean this is no longer sufficient. Sp Ce Hg Tri Fall Clothing Las Vegas Winter Clothing Back-To-School Technology Spring Seasonal Cell Phone Holiday Gadget Travel Shoppers Travelers Economy Intenders Shoppers Clothing & Supplies Influencers Shoppers Enthuisiasts Shoppers Influencers 5. Connecting audiences with available inventory across multiple buying Lb Ai and selling points Ct Ae Bt Hd Gl Ge H Bf In a multi-channel/multi-partnership/multi-platform environment it is essential thatGolf Caribbean Business Holiday Dinner any audienceLuxury Buyers Auto Influencers Travelers Auto Enthusiasts Travelers Planners Gadget Lovers Enthusiasts Hispanic Beauty & Fashion segment built can be shared and used, based on the needs of the publisher or advertiser. With data Af A As Ci Cv Ht management platforms, the tools also need to offer total control of who has access to and use of any segment. At the same time, the platform must offer the flexibility to allow different audiences Co Lm M F Asian Crossover Cruise Hawaii Computer Action Fans to be bought, Auto Shoppers Imports sold or shared Intenders the multiple partnerships that operate in the online advertising across Vacationers Travellers Shoppers Life Milestones Men Foodies ecosystem. Cs Db Aa Art Ea Fan Ac Bc Tr Ss African Art & Culture Eco-AwareCoupe Shoppers Domestic Buyers American Enthusiasts Individuals Fantasy Sports Affluent Consumer Budget Conscious Truck Buyers Sedan Shoppers Wv Sr Bts Back-To-School Hh Cf Dr Market Intelligence Report – Welcome to the Evolution Bd Bi Ani Bw 6 Winter Sports Summer Clothing & Business Decision Business
  9. 9. Although primarily used today for online display advertising, any data management platform should also be flexible enough to allow it to work across a multitude of channels. From measuring video campaigns through to mobile, the platform should offer real channel connectivity, ensuring that audiences can be defined and reached based on campaign needs and not siloed by channel. Such flexibility also has applications for offline activity. Advertisers should have the ability to tie in Al Fe audience targeting between online and offline sources, enabling truly integrated campaigns to be Football developed and executed. Auto Loans Enthusiasts 6. Employing campaign insights to optimize and refine targeted campaignsDvd Hf Ei Cas Ca Mb Ny Any effective platform needs to offer a suite of reporting and analytics to drive audience optimization Hs Hi Si Entertainment Credit Card New Years Home Improvement Shopping Dvd Buyers and to Fans and maximize overall campaign performance goals. Horror meet Influencers Career Seekers Applicants Mom & Baby Resolution Makers Holiday Shoppers Enthusiasts Influencers Mg Ml Tv Es Ha Oe Pi Providing the granularity of intelligence for fine-tuning audience targeting definitions is essential in order to focus on the key data drivers that comprise an audience. However, this needs to be coupled Os Pl Val Education Home Outdoor Political Movie-Goers with the real-time capabilities so that campaign performance can be fine-tuned and new parameters Music Lovers Tv Enthusiasts Seekers Accountants Enthusiast Influencers Online Shoppers Pet Lovers Valentines Day tested and implemented mid-campaign. Vi Vg XBox I Re 7. Providing control, transparency and reproducibility for future campaigns Pm Pp R Hw Pe Video Game XBox Insurance Real Estate & Politically Minded Health & Wellness Performance Influencers Video Gamers Enthusiasts Shoppers Mortgage Shoppers Individuals Proud Parents Retirees Advocates Enthusiasts When working with multiple parties and media producers, the concept of “target audience” can get lost in translation, as each partner may define an audience differently. Any effective data management Ps3 Nds Wii Rp Se S Soc platform should give advertisers control of definitions rather than accept another party’s interpretation Sb Df Sp Ps3 it.Nds Wii Retirement Social ofEnthusiasts then provides the ability to judge the effectiveness of different channels Sports Buffs This Diet & Fitness by comparingEnthusiasts the Spring Seasonal Enthusiasts Enthusiasts Planners Savvy Economic Singles Networkers Shoppers performance across multiple media sources to further optimize campaigns.Fam Rs Sf So St Btg With advertisers controlling how audiences are defined, real transparency is possible by sharing an Back To School Mp W Mt Cg Family understanding Sci-Fi Movie Romantic of exactly whichBusiness points an audience is& based Small data Computer Gadget upon. As mentioned previously, US Military Mexico Shoppers Shoppers Shoppers Owners Stock Trader Shoppers Personnel Women Travelers Casual Gamers blackbox solutions prevent such transparency from being possible. In turn, this makes it very difficult Fs Lv Ec Ws Bts Ti Sp to see what drives an audience, whether the original audience truly reflects the profile required by the marketer and how profiles can be refined and optimized during a campaign. Ce Hg Tri Fall Clothing Las Vegas Winter Clothing Back-To-School Technology Spring Seasonal Cell Phone Holiday Gadget Travel Shoppers Travelers Economy Intenders Shoppers Clothing & Supplies Influencers Shoppers Enthuisiasts Shoppers Influencers The ability to build and save an audience on a data management platform ensures this same segment Lb Ai Ct Ae Bt Hd (and its associated definition) can be used in the future, with the marketer having the reassurance it will be replicated exactly. This gives publishers the confidence that when advertisers repeat Gl Ge H Bf Caribbean Business Holiday Dinner GolfLuxury Buyers a campaign they will deliver to the same Travelers Auto Influencers Travelers Auto Enthusiasts audience andPlanners advertisers to replicate successful enable Gadget Lovers Enthusiasts Hispanic Beauty & Fashion campaigns and accurately compare results. Af A As Ci Cv Ht Co Lm M F Asian Crossover Cruise Hawaii Computer Action Fans Imports Auto Shoppers Intenders Vacationers Travellers Shoppers Life Milestones Men Foodies Cs Db Aa Art Ea Fan Ac Bc Tr Ss African Art & Culture Eco-AwareCoupe Shoppers Domestic Buyers American Enthusiasts Individuals Fantasy Sports Affluent Consumer Budget Conscious Truck Buyers Sedan Shoppers Wv Sr Bts Back-To-School Hh Cf Dr Market Intelligence Report – Welcome to the Evolution Bd Bi Ani Bw 7 Winter Sports Summer Clothing & Business Decision Business
  10. 10. Defining yourAudience Strategy through theBehaviorally Driven Marketplace 8
  11. 11. Defining your Audience Strategy through the Behaviorally Driven Marketplace Al Auto Loans PFe erhaps the biggest challenge for advertisers today is in how they define the criteria needed to Football Enthusiasts identify target audiences. The traditional obsession of mass media advertising around volume has trained many advertisers to focus their efforts on ways they can reach the greatest number of consumers—with little consideration as to who they are or what they want or need. ApartDvd Hf Ei Cas Ca Mb from the time and money these practices waste, the sad truth is that these forms of advertising Ny Hs Hi Si generally reach a vast majority of consumers for whom the message Newpointless or irrelevant. Improvement Entertainment Credit Card is Years Home Shopping Dvd Buyers Horror Fans Influencers Career Seekers Applicants Mom & Baby Resolution Makers Holiday Shoppers Enthusiasts Influencers Reaching targeted audiences is a necessary ingredient for today’s advertisers. This means that Mg Ml Tv Es Ha Oe publishers need to be able to help define the needs and interests of site visitors on an ongoing basisPi Os Pl Val so the data can be paired with an advertiser’s messageOutdoor Education Home to allow the Political consumers to come in ‘right’ Movie-Goers Music Lovers Tv Enthusiasts Seekers Accountants Enthusiast Influencers Online Shoppers Pet Lovers Valentines Day contact with messages that are most timely and relevant to their needs and interests. However, Vi Vg XBox I Re Pm identifying what a consumer wants and needs is the first major hurdle that both publishers and advertisers need to get over. Pp R Hw Pe Video Game XBox Insurance Real Estate & Politically Minded Health & Wellness Performance Influencers Video Gamers Enthusiasts Shoppers Mortgage Shoppers Individuals Proud Parents Retirees Advocates Enthusiasts One of the main challenges that all advertisers face is that audiences of all kinds are constantly in a state of flux and even seemingly easy to define consumer needs change from moment to moment. Ps3 Nds Wii Rp Se S For example, a consumer looking to buy a new car may express all sorts of indicative behaviors in Soc Sb Df Sp Ps3 Enthusiasts their Nds Wii Enthusiasts Retirement the sites they Economic the themes of the Social Enthusiasts behaviors throughPlanners online Savvy visited, Singles Diet & Fitness content they access andEnthusiasts Networkers Sports Buffs the Spring Seasonal Shoppers ads they interact with. If they match all of the points of criteria that a publisher has set out to helpFam Rs Sf So St Btg identify them, they can easily be targeted as a consumer showing a strong interest in buying a new Mp car. This is a perfect scenario right up to the point where that consumer buys a new car. Right after Back To School W Mt Cg Family Romantic Sci-Fi Movie Small Business Computer & Gadget US Military Mexico Shoppers that point the model falls apart. In fact, this consumer immediately shifts from beingWomen receptive Shoppers Shoppers Owners Stock Trader Shoppers Personnel highly Travelers Casual Gamers to offers for new cars to not being receptive at all! To keep reaching a consumer with a targeted offer Fs Lv Ec Ws Bts after the fact is largely useless and can even create a negative branding effect.Ti Sp Ce Hg Tri Fall Clothing Las Vegas Winter Clothing Back-To-School Technology Spring Seasonal Cell Phone Holiday Gadget Travel Shoppers This is one of the challenges around simple retargeting.Influencers currently a very Enthuisiasts and often Travelers Economy Intenders Shoppers Clothing & Supplies Although Shoppers popular Shoppers Influencers effective solution, compared with data-driven targeting, it can be unsophisticated and the danger of Lb Ai Ct Ae Bt Hd not building in an element of recency means consumers will continue to be targeted long after they Gl Ge H Bf have actually made the purchase. Caribbean Business Holiday Dinner GolfLuxury Buyers Auto Influencers Travelers Auto Enthusiasts Travelers Planners Gadget Lovers Enthusiasts Hispanic Beauty & Fashion Af A As Ci Cv Ht Co Lm M F Asian Crossover Cruise Hawaii Computer Action Fans Imports Auto Shoppers Intenders Vacationers Travellers Shoppers Life Milestones Men Foodies Cs Db Aa Art Ea Fan Ac Bc Tr Ss African Art & Culture Eco-AwareCoupe Shoppers Domestic Buyers American Enthusiasts Individuals Fantasy Sports Affluent Consumer Budget Conscious Truck Buyers Sedan Shoppers Wv Sr Bts Back-To-School Hh Cf Dr Market Intelligence Report – Welcome to the Evolution Bd Bi Ani Bw 9 Winter Sports Summer Clothing & Business Decision Business
  12. 12. Defining‘Lookalike’ Behaviors to DeliverAudiences 10
  13. 13. Defining ‘Lookalike’ Behaviors to Deliver Audiences Al T Fe he core of any successful audience strategy is based on how effectively publishers can reveal and decipher human behaviors when consumers are in the buying window for a product or service. While overall human behaviors can be complex, there are plenty of consumer Football Auto Loans behaviors that offer a predictive outlook as to their thoughts and intentions in the future. EnthusiastsDvd Hf Ei Cas Ca Mb Often, the inability of some platforms to harvest and handle behavioral data at scale and in the Ny Hs Hi Si necessary volumes required to build meaningful audiences means different approaches need to Entertainment Credit Card New Years Home Improvement Shopping Dvd Buyers Horror Fans Influencers Career Seekers Applicants Mom & Baby Resolution Makers Holiday Shoppers Enthusiasts Influencers be adopted. Mg Ml Tv Es Ha Oe To make up for this lack of actual data, advertisers are often restricted to what they can model Pi Os Pl Val out or observe directly. As a Education we have seen the rise in use of Political result, Home Outdoor ‘lookalike’ modeling to define Movie-Goers Music Lovers Tv Enthusiasts Seekers Accountants Enthusiast Influencers Online Shoppers Pet Lovers Valentines Day audiences—a technique used in the offline world to ‘fill in the gaps’ when actual data is at a Vi Vg XBox I Re Pm premium. This approach is based upon the idea of identifying the behavioral pathways of a small group of known customers—often derived from broad survey information around demographics Pp R Hw Pe Video Game XBox Insurance Real Estate & Politically Minded Health & Wellness Performance Influencers and interests—and using this Shoppers Video Gamers Enthusiasts information to help define Individuals Mortgage Shoppers users with similar characteristics, henceAdvocates Proud Parents Retirees the Enthusiasts term ‘lookalikes’. By modeling out, this allows a larger audience segment to be created. Although Ps3 Nds Wii Rp Se S a recognized approach, these ‘lookalike’ audience segments represent a much less sophisticated Soc Sb Df Sp Ps3 and accurate audience targeting strategy, as real data will always be the most valuable for delivering Nds Wii Retirement Social Diet & Fitness Spring Seasonal Enthusiasts Enthusiasts Enthusiasts Planners Savvy Economic Singles Networkers Sports Buffs Enthusiasts Shoppers insight and precision. For example, in the offline world this is reflected in the fact such lists would beFam Rs Sf So St Btg cheaper to buy than those built purely on actual data. As a result, lookalike targeting can be limited in its usefulness for several reasons. Back To School Mp W Mt Cg Family Romantic Sci-Fi Movie Small Business Computer & Gadget US Military Mexico Shoppers Shoppers Shoppers Owners Stock Trader Shoppers Personnel Women Travelers Casual Gamers The first is that lookalike targeting makes predictive assumptions about a consumer’s behavior based Fs Lv Ec Ws Bts Ti on the behaviors of other consumers. While this approach may bear fruit, the challenges that most Sp Ce Hg Tri Fall Clothing publishers face is that these suppositions are based on ‘best case guesstimates’Cell Phone and notGadget Las Vegas Winter Clothing Back-To-School Technology Spring Seasonal thinking Holiday Travel Shoppers Travelers Economy Intenders Shoppers Clothing & Supplies Influencers Shoppers Enthuisiasts Shoppers Influencers real ongoing consumer behaviors. Lb Ai Ct Ae Bt Hd For example, anybody who has ever been a parent has certainly gone through a shift in their personal Gl Ge H Bf perspective of the world and in how they Business Caribbean behave. However, the simple act of becoming a parent Holiday Dinner GolfLuxury Buyers Auto Influencers Travelers Auto Enthusiasts Travelers Planners Gadget Lovers Enthusiasts Hispanic Beauty & Fashion doesn’t prescribe a universal set of behaviors that all parents suddenly follow. Certainly there are Af A As Ci Cv Ht clear distinctions between the needs, attitudes and behaviors of consumers who are raising children compared against other consumers who have never had children, but there is still a huge amount of Co Lm M F Asian Crossover Cruise Hawaii Computer Action Fans variability within the group being classified as ‘parents’ Travellers Imports Auto Shoppers Intenders Vacationers stemming from factors such as the age of Shoppers Life Milestones Men Foodies their children, lifestyles, educational concerns and possibly thousands of other points of criteria. Cs Db Aa Art Ea Fan Ac Bc Tr Ss African Art & Culture Eco-AwareCoupe Shoppers Domestic Buyers American Enthusiasts Individuals Fantasy Sports Affluent Consumer Budget Conscious Truck Buyers Sedan Shoppers Wv Sr Bts Back-To-School Hh Cf Dr Market Intelligence Report – Welcome to the Evolution Bd Bi Ani Bw 11 Winter Sports Summer Clothing & Business Decision Business
  14. 14. This means that a publisher looking to create a target audience segment surrounding the ongoing needs of parents would need to have clearly defined criteria in place to sort this larger group into perhaps dozens of smaller audience segments in order for it to be useful to many advertisers. Segments that are too generalized are still going to reach a large number of the wrong consumers. The second challenge is around accuracy. The accuracy of any model is driven by the proportion Al Fe of actual data used to derive it. The smaller your sample size and the less real data used, the Football more guesswork is needed. Modeling from small volumes on often broad data fails to provide Auto Loans Enthusiasts the differentiation and discrimination that building targeting around actual data delivers, leadingDvd Hf Ei Cas Ca Mb to potentially a number of inaccurate suppositions to be made. For example, say a marketer was creating a campaign to drive traffic to a site that sold tickets to football games. Looking at a small Ny Hs Hi Si Entertainment Credit Card New Years Home Improvement Shopping Dvd Buyers sample may indicate that the target audience is mainly men between the ages of Shoppers 50—a Horror Fans Influencers Career Seekers Applicants Mom & Baby Resolution Makers Holiday 18 and Enthusiasts Influencers supposition that seems plausible. However, using only these criteria to target an audience excludes Mg Ml Tv Es Ha Oe the possibility that there are also plenty of women who are football fans. This scenario also doesn’t Pi Os Pl Val take into consideration that not all men in the target gender and age range will be football fans. It also Education Home Outdoor Political Movie-Goers Music Lovers Tv Enthusiasts doesn’t take into consideration the other interests that sports fans in Influencers may have which could Seekers Accountants Enthusiast general Online Shoppers Pet Lovers Valentines Day be used to drive additional interest and traffic to sites that address these needs and desires. Vi Vg XBox I Re Pm Pp R Hw Pe Video Game XBox Insurance Real Estate & Politically Minded Health & Wellness Performance Influencers Video Gamers Enthusiasts Shoppers Mortgage Shoppers Individuals Proud Parents Retirees Advocates Enthusiasts Ps3 Nds Wii Rp Se S Soc Sb Df Sp Ps3 Nds Wii Retirement Social Diet & Fitness Spring Seasonal Enthusiasts Enthusiasts Enthusiasts Planners Savvy Economic Singles Networkers Sports Buffs Enthusiasts ShoppersFam Rs Sf So St Btg Back To School Mp W Mt Cg Family Romantic Sci-Fi Movie Small Business Computer & Gadget US Military Mexico Shoppers Shoppers Shoppers Owners Stock Trader Shoppers Personnel Women Travelers Casual Gamers Fs Lv Ec Ws Bts Ti Sp Ce Hg Tri Fall Clothing Las Vegas Winter Clothing Back-To-School Technology Spring Seasonal Cell Phone Holiday Gadget Travel Shoppers Travelers Economy Intenders Shoppers Clothing & Supplies Influencers Shoppers Enthuisiasts Shoppers Influencers Lb Ai Ct Ae Bt Hd Gl Ge H Bf Caribbean Business Holiday Dinner GolfLuxury Buyers Auto Influencers Travelers Auto Enthusiasts Travelers Planners Gadget Lovers Enthusiasts Hispanic Beauty & Fashion Af A As Ci Cv Ht Co Lm M F Asian Crossover Cruise Hawaii Computer Action Fans Imports Auto Shoppers Intenders Vacationers Travellers Shoppers Life Milestones Men Foodies Cs Db Aa Art Ea Fan Ac Bc Tr Ss African Art & Culture Eco-AwareCoupe Shoppers Domestic Buyers American Enthusiasts Individuals Fantasy Sports Affluent Consumer Budget Conscious Truck Buyers Sedan Shoppers Wv Sr Bts Back-To-School Hh Cf Dr Market Intelligence Report – Welcome to the Evolution Bd Bi Ani Bw 12 Winter Sports Summer Clothing & Business Decision Business
  15. 15. While these initial targeting suppositions may sharpen the marketing focus somewhat, it still offersan incomplete picture of who the audience really is and what they really want or need. In order to beeffective today, advertisers need to tightly sharpen the targeting focus to take into consideration realbehavioral data that can better show them where their audience is based on a flow of actions andbehaviors that cares less about specific data points like gender and age and instead looks for criteriathat can be associated with, for example, football fans’ behaviors and more specifically football fanswho buy tickets to games.Inherent in the lookalike model is that users with similar characteristics will act in a similar manner tothe group the model was built on. However, this makes a very broad assumption that they will alsobe in the market for the particular offering. People are only in market for a short period of time andalthough you can identify similar group characteristics through modeling, this is very different fromhaving a genuine interest in something and being in the buying window. As a result, you are oftenfaced with the situation of reaching audiences that are not interested in your offering.Finally, using the lookalike approach needs to be seen in the context of the reach/relevancyargument. By its very nature, actual data will lose out when it comes to reach. However, extendingreach requires targeting to be much broader and accuracy to be sacrificed. Again, a mass marketmentality moves away from the fundamental need to reach a defined targeted audience. 13 Market Intelligence Report – Welcome to the Evolution
  16. 16. LookingBeyond the‘Lookalikes’ 14
  17. 17. Looking Beyond the ‘Lookalikes’W hile lookalike modeling can be valuable and does have a role to play, even taking into account clever analytics and a skilled data analyst, modeled data can never be aspowerful as actual information. It’s therefore important to recognize the difference between knowndata and imputed data.For advertisers, effective marketing is less about finding an audience than meeting their campaignobjectives. In short, advertisers want to see a positive yield from the time, resources and money theyput into their advertising. Reaching the right audience is only the first step to making this happen.Mostly, advertisers want to reach the right consumers who will be most likely to respond favorably totheir campaign.In order to do this, advertisers need to have access to audience segments that are continuouslybeing revised and refined to spot consumer behaviors or trends that indicate which consumers arepotentially most receptive to an offer. This requires the use of real data feedback loops.Real data feedback loops enable publishers and advertisers to eliminate guesswork by creatingtransparent systems that show what is really happening during a campaign. For example, campaignplanners may decide on a target audience that they think will be most interested in a product orservice only to discover, by measuring the types of consumers who actually respond to the campaign,that the people the advertiser wanted to reach and who showed up are two different audiences. 15 Market Intelligence Report – Welcome to the Evolution
  18. 18. The AudienceTargeting Shift: Finding the New Path 16

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