Behavioural targeting has led to huge rewards for many of today's marketing leading organisations. Presented by Ali Ryan, Director of Valued Interactive Media at iStrategy Sydney 2010.

1. Audience Targeting Workshop 25th November 2010 The Difference is Data

3. Spending more time online

4. Can target and personalise

5. Easy to measure ROIOffline challenges Fragmenting audience Less time on traditional media Difficult to personalise and target Difficult to establish ROI

6. Unravelling the media landscape Key factors Understand your market It’s about the individual Behavioural targeting is the growth methodology Data is the key Technology makes it possible

7. It’s complicated... Marketplace confusion resulting from an increasingly crowded vendor landscape. Lack of transparency in methodology and lack of corresponding methods of verification. Disparate pricing models. Providers sell by CPM, CPC, CPA and other options. Lack of universal taxonomy. Limited data scale with many , particularly for niche segments. Consumer privacy and related regulation.

8. A complex landscape

9. A complex language ASP - Application Service Provider API – Application Programme Interface CPA - Cost Per Acquisition CPC - Cost Per Click CPS - Cost Per Sale CR - Conversion Rate CTR - Click-Through Rate DMP – Data Management Platform DSP – Demand Side Platform PFI - Pay For Inclusion PFP - Pay For Performance PPC - Pay Per Click PPL - Pay Per Lead PPS - Pay Per Sale PV - Page View RON - Run Of Network ROS - Run Of Site SEO - Search Engine Optimization SEM - Search Engine Marketing SEP - Search Engine Positioning SSP – Supply Side Platform UV - Unique Visitor

10. Different types of targeting ContextualTargeting based on site or page-level content. DemographicBuy users by age, gender, income, or education. Psychographic Targeting bases segmentation on end user propensity, attitude, or mindset. Social connectionTargeting consumers who may have similar tastes to current customers. IntentThis approach targets users who demonstrate behaviours that identify them as being actively interested in purchasing a particular product or activity. RetargetingTargeting users who’ve previously visited your site, Behavioural targetingCategorizes users according to surfing behaviour, ad interaction and/or search activity. Search retargetingBased specifically on previous search activity Semantic targetingTargeting users based on the content of the page they are viewing

11. New Technology = New Thinking No guesswork anymore. Advertising has moved from a creative industry to a science – precise and measurable. Stop thinking about customers in groups – what demographic are they in, what sites customers might go to. Start thinking about individual web users - what are they buying, what lifestyle interests do they have, what are their social needs.

12. What you can do online Establish exactly who your natural audience is. Establish who is in the market for your products – now. Build segments of potential customers for targeted advertising. Find people interested in your brand or product and deliver specific messages. Shift ad delivery towards people in-market for your products – and away from those who aren’t. Re-message people who visit your site, but don’t buy. Exclude messages from being delivered to people who have already purchased.

13. How you do it Pixel site partners and cookie visitors. Anonymous identifier means we see that cookie – but don’t know who it belongs to. When we see that cookie on, say, a car site, that cookie has that interest (auto) attached. If cookie is seen on price comparison site looking at a Samsung HD TV, that purchase intent (HD TV) is also attached. As cookie continues around web, more interest, demographic, search and location data is attached.

15. Auto-buy used car

16. AFL

17. Photography

18. Xbox 360

19. Foodie

20. Intent:

21. HDTV

22. Audi

23. Wine

24. Location:

25. Melbourne

26. Demographic:

27. Male

28. 25-35Can target ads at this anonymous user with specific, relevant messages that correspond with their interests, location, demographic and purchase intent

29. Segment interest breakdown for AU

30. You need the latest technology Real-time data collection and integration with other sources VIM network data, 3rd party data, client data Real-time segmentation capability Interest, intent, demographic, location Large inventory source massive network with 90% reach Real-time delivery optimisation Latest, proprietary algorithms, real-time bidding Self learning systems See what works and what doesn’t – adapt in real-time

31. You need to use best practice Anonymity Notice Choice Best privacy practices Member of IASH and on a global level signed up to IAB’s Good Practice Principals for OBA Check your vendor!

32. Other behavioural tools Dynamic retargeting Audience extension Continuous improvement Campaign reporting Audience insights

33. Consider the Purchase Funnel DISPLAY SEARCH VIM RETARGETING

34. Your turn to do some work... Two markets Travel (Qantas) Finance – insurance (NRMA) Imagine you want to conduct an online campaign. How would you use your own visitor data and other available data to target people through the different phases of the purchase funnel? Awareness / Consideration / Intent to Purchase / Purchase

36. Establish visitor interest profile

37. Integrate any additional client data available; Coremetrics, Omniture etc.

38. Branding. Target specific pre-defined segments. High frequency cap. Extend audience according to new site visitors. Asses success using pre/post brand awareness/values survey.

39. Response. Place conversion pixel on site. Deliver widely across network, weighted to key segments. Low frequency cap, use conversion data to optimise delivery to converting behaviour patterns – time of day, types of site, interests, no. of visits, search terms used etc.

41. Things to consider Choose your targeting method based on your desired outcome. Are you interested in reach? Visits to your site? Cost per new customer? Choose your media vehicle based on your specific needs. Portal or publisher direct buys. Ad networks. DSPs. Trading desks. Take steps to avoid duplicative buying - Consolidate your targeting via a single source. Track and assess segments individually.

42. Six golden rules Test audience targeting It’s accurate and affordable. Think strategically about your goals Make your targeting company your partner You should be in it for the long haul. Consistency and trust means more success Let the data tell you who to target Take the guesswork out of segment selection and create an opportunity for you to identify non-intuitive, but potentially valuable new audiences Use retargeting and lookalike modelling The latest technology can easily retarget site visitors and extend your natural audience, Use different creatives Specific messages for different audience can mean a big lift in response. Explore dynamic creative Familiarize yourself with targeting methodology and privacy practices Companies work in different ways. Be confident that any under consideration meet all the necessary data and privacy regulations.

43. The Future Only things we can be sure of: Better targeting More efficient ways to talk to customers It won’t get any less complicated Privacy issues won’t go away Behavioural Targeting use will grow Get on board now – audience understanding is the key to future competitor advantage...