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Adding value to visitors (Paul Goad)


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A presentation given by Paul Goad, Managing Director of Tacoda, at the Publishing Technology Trends event in London, December 2007.

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Adding value to visitors (Paul Goad)

  1. 1. Adding Value to Visitors December 2007
  2. 2. About TACODA <ul><li>Pioneer and industry leader in behavioural targeting </li></ul><ul><ul><li>Founded in US in 2001 </li></ul></ul><ul><ul><li>Moved to network model in 2004 </li></ul></ul><ul><ul><li>From Aug 2007, a w holly owned subsidiary of AOL, LLC </li></ul></ul><ul><ul><li>Most advanced, mature and robust technology </li></ul></ul><ul><ul><li>The only true networked behavioural targeting company </li></ul></ul><ul><ul><li>Over 4,500 partner sites: UK and global </li></ul></ul><ul><ul><li>Reach 77% of UK online audience*, 24 million UK consumers a month.* </li></ul></ul><ul><li>TACODA is the UK’s largest transparent ad network* Ranked no. 5 for display ad reach by unique visitors* </li></ul>*Source: comScore October 2007
  3. 3. Transparent network of premium publishers
  4. 4. Publisher benefits <ul><ul><li>Improve revenue: earn up to 20% of all targetable revenue </li></ul></ul><ul><ul><li>Gain a deeper understanding of your audience </li></ul></ul>Audience Access Inventory Provider Audience Provider <ul><ul><li>Improve revenue: access additional inventory off-site for sold out pages </li></ul></ul><ul><ul><li>Sell your qualified audience to your clients </li></ul></ul><ul><ul><li>Increase revenue potential of your sales team </li></ul></ul><ul><ul><li>Improve revenue: earn 40% of impressions sold </li></ul></ul><ul><ul><li>Attract higher rates on under-monetised inventory </li></ul></ul><ul><ul><li>Attract quality brand advertisers </li></ul></ul>
  5. 5. Why advertisers pay more <ul><ul><li>Advertisers are moving toward more targeted and less wasteful ways to advertise to large numbers of consumers </li></ul></ul><ul><ul><li>Inventory on premium sites in valuable vertical sectors is in short supply – alternative routes to specific, lucrative audiences are needed </li></ul></ul><ul><ul><li>A transparent network gives advertisers the confidence to run brand campaigns attracting premium rates </li></ul></ul>
  6. 6. Attracting big brands
  7. 7. Extending your sales team <ul><li>No conflict with your sales team or other revenue partners: advertisers buy audience segments - not specific websites </li></ul><ul><li>Complement sales team by offering additional off-site inventory to fulfil high-yield campaigns sold out on-site. </li></ul><ul><li>No set-up costs, just tag site pages and you’re ready to go. </li></ul><ul><li>No revenue guarantees - you: </li></ul><ul><ul><li>Choose campaigns you want to run </li></ul></ul><ul><ul><li>Decide amount of site inventory to use </li></ul></ul><ul><ul><li>See exactly what yield the campaign offers </li></ul></ul>
  8. 8. Exclusive audience profiling <ul><ul><li>TACODA Insight™ Reports profile site visitors </li></ul></ul><ul><ul><ul><li>media consumption habits </li></ul></ul></ul><ul><ul><ul><li>interest indexes </li></ul></ul></ul><ul><ul><ul><li>visitor overlap </li></ul></ul></ul><ul><ul><li>Valuable information to help improve sales materials, enhance editorial packages and identify audience segments that can be a valuable long-term revenue source. </li></ul></ul>
  9. 9. The Off-Site Insight ™ Report On Site Audience Off Site Audience News site on TACODA’s Network This site’s audience was 4.2X more likely to view TV Entertainment than average In March, 88% of this site’s 310,000 users were also seen on TACODA’s network
  10. 10. About TACODA behavioural targeting How we do BT and why advertisers use us
  11. 11. Networked behavioural targeting COLLECT <ul><li>4,500 partner sites with audience tags on pages </li></ul><ul><li>Users’ interest profile builds up as moves around network </li></ul>
  12. 12. Networked behavioural targeting COLLECT QUALIFY <ul><li>Web behaviour is analysed and modelled into segments </li></ul><ul><li>2 to 4 times frequency in last 7 to 30 days </li></ul>Auto Intender Retail Warrior Avid Golfer Career Watcher Family Chef Style Maven Gadget Geek Money Minder Movie Goer Traveler Photo Bug Active Gamer Health Seeker Real Est. Intend
  13. 13. Networked behavioural targeting COLLECT QUALIFY DEFINE <ul><li>Agency brief – target market and campaign objectives </li></ul><ul><li>Select from 350 audience segments or custom built </li></ul>
  14. 14. Networked behavioural targeting COLLECT QUALIFY DEFINE DELIVER <ul><li>Ad delivered to defined audience wherever they appear in network regardless of editorial context </li></ul>
  15. 15. Networked behavioural targeting COLLECT QUALIFY DEFINE DELIVER REPORT <ul><li>Discover new, leading, potential, inefficient, and lagging audiences segments </li></ul><ul><li>Fine tune future campaigns, alter creative messages </li></ul>
  16. 16. TACODA: a summary <ul><li>World’s first and largest networked behavioural targeting company </li></ul><ul><li>Behavioural targeting set for huge growth </li></ul><ul><li>Premium sites in transparent network </li></ul><ul><li>Industry leading safety and security </li></ul><ul><li>Increasing site revenue </li></ul><ul><li>Audience profiling </li></ul>