Case Daily Telegraph

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Presentatie Daily Telegraph tijdens behavioral targeting seminar TMG

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Case Daily Telegraph

  1. 1. 4 th October 2007
  2. 2. <ul><ul><li>Content </li></ul></ul><ul><ul><li>A bit more about us </li></ul></ul><ul><ul><li>So why use behavioural anyway?? </li></ul></ul><ul><ul><li>Recommendation for BT planning success </li></ul></ul><ul><ul><li>Examples, tips and tricks </li></ul></ul><ul><ul><li>The sign of things to come – 2008 </li></ul></ul>
  3. 3. <ul><ul><li>Content </li></ul></ul><ul><ul><li>A bit more about us </li></ul></ul><ul><ul><li>So why use behavioural anyway?? </li></ul></ul><ul><ul><li>Recommendation for BT planning success </li></ul></ul><ul><ul><li>Examples, tips and tricks </li></ul></ul><ul><ul><li>The sign of things to come – 2008 </li></ul></ul>
  4. 4. Source: TGI Net Wave 13 Oct 05 – Sept 06. “Ever” = Last 12 months Reach Newspapers Only 6.3m Online Only 5.8m Crossover 2.2m Ever Read Ever Visited Telegraph Media Group combined reach 14.3m 29.7% of the GB adult population 8.5m 8.0m
  5. 5. Broadsheet Traditionalists Age 56 / 2.26m Rely on paper to keep informed. Loyal. Pay for quality, real, British. Sport & Spend Age 33 / 1.51m Online, pleasure-seekers, live for today, ambitious. Headline news and sports key drivers. Good Housekeepers Age 45 / 1.07m Lighter read; time pressured. Family & friends a priority. News, ents & travel. Wealthy Achievers Age 53 / 1.10m Online, successful, serious, informed. News & personal finance key drivers Modern Metropolitans Age 36 / 0.9m Online, politically astute, open minded, tech savvy. News & views, science/tech, price, personal finance. Weekend Families Age 40 / 0.53m Family wellbeing, time & money are important. News, lifestyle & sports key drivers. News & Sport On The Go Age 43 / 1.35m Hungry for info & opinion through paper/ web. News & sports key drivers. Source: TGI Net Wave 12 April 2005 – March 2006 Visited TCUK in the last four weeks (net); NRS July 2005 – June 2006 4 insertions DTL M-F, Sat, STL People
  6. 6. Our Strategy <ul><li>Singular view of our audience; regardless of media type </li></ul><ul><li>To give our audience: </li></ul><ul><ul><ul><li>What they want </li></ul></ul></ul><ul><ul><ul><li>When they want it </li></ul></ul></ul><ul><ul><ul><li>In the format they want to receive it in </li></ul></ul></ul><ul><li>Integrated & multi-platform – newspapers, magazines, online, video, audio and beyond </li></ul><ul><li>New business shape – new jobs and roles </li></ul><ul><li>Investment in multi-media training for all </li></ul>
  7. 7. www.telegraph.co.uk was ranked No.1 in the Hitwise UK 'News and Media - Print' industry based on number of visits ~ 2007 9.8 million Unique Users Page Impressions 89.6million
  8. 8. <ul><ul><li>Content </li></ul></ul><ul><ul><li>A bit more about us </li></ul></ul><ul><ul><li>So why use behavioural anyway?? </li></ul></ul><ul><ul><li>A template for BT sales success </li></ul></ul><ul><ul><li>Examples, tips and tricks </li></ul></ul><ul><ul><li>The sign of things to come – 2008 </li></ul></ul>
  9. 9. 10% 50% 40% Introverts Extroverts Active Passive 10% 50% 40% Passive Early Adopters Mass Market Rejectors Youth <ul><li>Heavy, daily users </li></ul><ul><li>Confident online shoppers </li></ul><ul><li>Travel, music downloads, event/cinema listings </li></ul><ul><li>Instant messenger/UGC </li></ul><ul><li>Light, daily users </li></ul><ul><li>A research tool </li></ul><ul><li>Health advice & weather </li></ul><ul><li>Trusted brands </li></ul><ul><li>Task driven </li></ul><ul><li>Contacting friends & family </li></ul><ul><li>A small range of favourites </li></ul>So who are you really targeting???
  10. 10. 10% 50% 40% Introverts Extroverts Active Passive 10% 50% 40% Passive Early Adopters Mass Market Rejectors Youth So who are you really targeting??? ????
  11. 11. The battle for attention Stay-at-home Mum: Monday – to Friday media consumption Source: IPA Touchpoints
  12. 12. So why use behavioural anyway? <ul><li>Stick to planning basics! </li></ul><ul><ul><li>Identify your audience </li></ul></ul><ul><ul><li>Shape your strategy, build your media plan </li></ul></ul><ul><ul><li>Consider how digital can support this </li></ul></ul><ul><ul><li>Think creatively how behavioural targeting can enhance this </li></ul></ul>
  13. 13. <ul><ul><li>Content </li></ul></ul><ul><ul><li>A bit more about us </li></ul></ul><ul><ul><li>So why use behavioural anyway?? </li></ul></ul><ul><ul><li>Recommendation for BT planning success </li></ul></ul><ul><ul><li>Examples, tips and tricks </li></ul></ul><ul><ul><li>The sign of things to come – 2008 </li></ul></ul>
  14. 14. Planning success with BT <ul><ul><li>Start by identifying your product purchase cycle [INSPIRE >> PURCHASE] </li></ul></ul><ul><ul><ul><li>Complex financial & automotive = 12 weeks </li></ul></ul></ul><ul><ul><ul><li>Simple financial & travel = 4 weeks </li></ul></ul></ul><ul><ul><li>Build on what already works well i.e. category insertions </li></ul></ul><ul><ul><li>Consider how to extend your reach with additional segments </li></ul></ul><ul><ul><li>TEST >> LEARN >> MEASURE >> REFINE >> RE-PLAN >> TEST </li></ul></ul><ul><ul><li>Get funky, be brave, be confident! </li></ul></ul><ul><ul><li>Evolve by consultation with De Telegraaf and Revenue Science </li></ul></ul>
  15. 15. <ul><ul><li>Content </li></ul></ul><ul><ul><li>A bit more about us </li></ul></ul><ul><ul><li>So why use behavioural anyway?? </li></ul></ul><ul><ul><li>Recommendation for BT planning success </li></ul></ul><ul><ul><li>Examples, tips and tricks </li></ul></ul><ul><ul><li>The sign of things to come – 2008 </li></ul></ul>
  16. 16. Examples, tips and tricks: category <ul><li>Majority of our key advertisers take existing category insertions + BT category </li></ul><ul><li>Why? </li></ul><ul><li>Telegraph.co.uk works for our clients … BT offers additional reach to our audience where typically availability is limited </li></ul><ul><li>The average cost per reach is lowered when executed as a combined campaign </li></ul>
  17. 17. Examples, tips and tricks: content http://www.telegraph.co.uk/arts/main.jhtml?xml=/arts/2005/03/22/ftcoach22.xml Johnny cannot stop hitting Joey, Melissa won't use her potty and bathtime is certainly not funtime for Charlie. Who are you gonna call? Your parent coach, of course, writes Tom Leonard Telegraph | Entertainment | Need parenting help? Call your coach Page Views per User: 29.40 Page Views: 1,658,618 Reach: 56,414 BR Index: 541 Reach-Relevance: Medium Date Range: Last 4 weeks Search Interests: parent, car, toyota, style, family, children, kids, grandparent
  18. 18. Examples, tips and tricks: content <ul><li>How do you perceive Toyota Verso? </li></ul><ul><ul><li>Good Quality & Reliable 26% > 43% (+17%) up by 65% </li></ul></ul><ul><ul><li>Functional and Practical 19% > 35% (+16%) up by 84% </li></ul></ul><ul><ul><li>Good for my family 17% > 32% (+15%) up by 88% </li></ul></ul><ul><li>Purchase demand For a Toyota Verso increased 83% </li></ul>850,000 MPUS/Skys Average CTR 0.83% 8 weeks
  19. 19. Examples, tips and tricks: domain <ul><ul><li>UCL </li></ul></ul><ul><ul><li>Bath </li></ul></ul><ul><ul><li>Bristol </li></ul></ul><ul><ul><li>Cambridge </li></ul></ul><ul><ul><li>Durham </li></ul></ul><ul><ul><li>Edinburgh </li></ul></ul><ul><ul><li>Kings College London </li></ul></ul><ul><ul><li>Manchester </li></ul></ul><ul><ul><li>Nottingham </li></ul></ul><ul><ul><li>Oxford </li></ul></ul><ul><ul><li>Exeter </li></ul></ul><ul><ul><li>Liverpool </li></ul></ul><ul><ul><li>Warwick </li></ul></ul><ul><ul><li>Coventry </li></ul></ul><ul><ul><li>Leeds </li></ul></ul>The universities domains targeted … Results coming soon! <ul><li>Foreign and Commonwealth Office: UK Government </li></ul><ul><li>Student recruitment campaign </li></ul><ul><li>60,000 impressions </li></ul><ul><li>1 x month </li></ul><ul><li>£4500 total cost (eCPM = £76) </li></ul>
  20. 20. Media Week 14/08/2007 £1m Case Study: Barclays Bank
  21. 21. Media Week 14/08/2007 £1m Case Study: Barclays Bank Category Content
  22. 22. Sign of things to come … 2008 <ul><li>Sophisticated matching of advertiser campaign requirements vs BT application i.e. Toyota </li></ul><ul><li>Partnering with competitors/indirect competitors to create audience scale and increased reach in niche environments i.e. luxury travel </li></ul><ul><li>Multi-layered BT packages i.e. IP + category + content </li></ul><ul><li>Recommendation and executing BT as part of multi-media integrated packages i.e. Barclays Bank </li></ul>
  23. 23. Thank you … any questions?

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