Does this data make my butt look BIG 10 things online display advertisers should pay attention in the data driven world to successfully increase target reach, reduce waste, all while avoiding bad data. As online marketers are looking to reduce waste and make ad dollars go farther, it is estimated that the majority of all online display advertising will use third party data shortly. This signals a changing of the guard as traditionally the majority online ad buys were ‘publisher direct’ buys, where ads are placed on websites based on the site’s ranking for the target audience. That is why, many agencies and advertisers who used to outsource their data strategies, are now racing to bring the data expertise back in-house.

1. 10stepstofindtheperfectdatafitforyourdigitalads!
dataDoes this
make my butt look
big
?
@digitalPhilip #IDSD #AliensAreWatching@eXelate

2. Share the Vision
“What is so great about data!?”
Step 1
#IDSD@digitalPhilip@eXelate 4

4. $17 CPM…you could pay the Wall Street Journal a
- @BenKunz, VP Strategic Planning @Mediassociates
http://www.digiday.com/publishers/native-advertising-is-bad-news/
#IDSD@digitalPhilip@eXelate 6
$2.50 CPM…
or you could use audience targeting to reach the same
executives at a

5. follow the user!
…people have a life [outside of their special interest website],
@DarylGMcNutt, SVP Marketing and Research @BrightRoll
#IDSD@digitalPhilip@eXelate 7

6. Accept it.
Step 2
“Is this really happening to me!?”
#IDSD@digitalPhilip@eXelate 8

7. #IDSD@digitalPhilip@eXelate 9
Advertisers 80%
88%
89%
2012
Agencies
Platforms
2013
DSPs
Ad Networks
Exchanges
Data Usage for Ad Targeting
83%
91%
94%
 3pts
 5pts
 3pts
source: 2013 eXelate Annual Industry Survey , n=650

8. #IDSD@digitalPhilip@eXelate 10
Data Effectiveness for Ad Targeting (Agencies)
source: 2013 eXelate Annual Industry Survey , n=650
36%
Very Effective
59%
Effective
3%
Somewhat Effective
1%
Neutral

9. Embrace It.
Step 3
#IDSD@digitalPhilip@eXelate 11
“Who should be making the data decision?”

10. bring the data
…we saw a between
our media team and the data folks [at the platform].
We decided to
- @TroyLerner, President @BooyahAgency
#IDSD@digitalPhilip@eXelate 12
expertise back
in-house!
disconnect

11. 3
#1 keep your job
reasons to care
#2 collaborate intelligently
#3 ensure your client’s best interests are met
#IDSD@digitalPhilip@eXelate 13

12. Get Help
Step 4
“Who is the right data partner for me?”
#IDSD@digitalPhilip@eXelate 14

13. Accuracy Quintiles




demo
auto
travel
shopping
20% 60% 100%40% 80%
#IDSD@digitalPhilip@eXelate 15
Data Validation: eXelate comScore

14. 0.23
0.36
0.48
1.00 1.00 1.00
1.82
1.36
1.20
Internet untargeted average
OCR targeted average (Benchmark)
eXelate targeted
Data Validation: eXelate Nielsen
18-24 18-24 25-54
#IDSD@digitalPhilip@eXelate 16

15. #IDSD@digitalPhilip@eXelate 17

16. Choose the Type of Data
Step 5
“What type of data is best for me?”
    #IDSD@digitalPhilip@eXelate 18

17. Demographics

#IDSD@digitalPhilip@eXelate 19


19. 
Demographics

Interests
Intent


#IDSD@digitalPhilip@eXelate 21

20. CustomAudience

#IDSD@digitalPhilip@eXelate 22
based on Look-alike Data

21. Custom Audience
Gender: Female
eXelate Demographic Gender: Female
Income: $100,000 plus
eXelate Demographic Income Level - $100,000 plus
Age: 25-34
eXelate Demographic Age: 25-34
Interest: Wedding
eXelate Interest Events - Wedding and Engagement
Intent: Vegas Travel
eXelate Intent Travel - Destination - Las Vegas LAS
Education: College
eXelate Demographic Education Level - College Grad
#IDSD@digitalPhilip@eXelate 23

22. De-Mystification
Step 6
“What does it mean!?”
#IDSD@digitalPhilip@eXelate 24

23. *source: http://www.merriam-webster.com/dictionary/intent
“He was charged with assault with intent to kill”
a : the act or fact of intending :
b : the state of mind with which an act is done :
c : a usually clearly formulated or planned intention :
purpose
volition
aim*
#IDSD@digitalPhilip@eXelate 25
in·tent noun in-ˈtent

24. in·tent noun in-ˈtent
a : the act or fact of intending :
b : the state of mind with which an act is done :
c : a usually clearly formulated or planned intention :
d : exhibition of behavior that typically occurs immediately prior
to a conversion event :
purpose
volition
aim*
data targeting intent
#IDSD@digitalPhilip@eXelate 26

25. Example: eXelate Intent Auto - Buyers ~ Make:Ford - Taurus
“exhibition of behavior that typically occurs immediately prior
to a conversion event”
behavior: visited auto shopping website & searched for Ford
Taurus, submitted quote, looked up Ford dealer.
typically: majority of people exhibiting that behavior buy a new
in the next 90 days
immediately: there are no other major steps left to do online
before converting
in·tent noun in-ˈtent

26. Men In Trouble
Example: eXelate Smart Segment - Men in Trouble
Definition:
Gender - Male
Shopping - Flowers and Gifts
#IDSD@digitalPhilip@eXelate 28

27. Pick Quality
Step 7
“how can Bruce Willis help we with my data!?”
#IDSD@digitalPhilip@eXelate 29

28.  
1 2 3 4 5source1.com source2.com source3.com source4.com source5.com
Quality Controls Systems
Majority Vote Result: Female
because 3/5 random sites say cookie is female.
#IDSD@digitalPhilip@eXelate 30

29. 31© 2013 eXelate Inc. Confidential and Proprietary.

31. 33© 2013 eXelate Inc. Confidential and Proprietary.

33.  
1 2 3 4 5Iatethis.com catLOLz.com celebnews.com AutoLoan.com Dating.com
Quality Controls Systems
Weighted Vote Result: Male
because 2 sites with intense registration process say cookie is male.

34. Leverage
It
Leverage
It
Step 8
Ambitious Advertiser is looking for
committed relationship with Attractive
Data Segment.
#IDSD2013
#IDSD2013
#IDSD2013
#IDSD@digitalPhilip@eXelate 36

35. 1st Party Social Media
1st Party Custom
1st Party CRM
3rd Party Offline
3rd Party Online
0.85
0.85
1.76
2.73
1.9
3.05
Advertisers Rank Data Effectiveness for
Direct Response Campaigns
#IDSD@digitalPhilip@eXelate 37

36. 1st Party Social Media
1st Party Custom
1st Party CRM
3rd Party Offline
3rd Party Online
0.85
0.98
1.93
2.19
2.18
3.02
Advertisers Rank Data Effectiveness for
Branding Campaigns
source:2013 eXelateAnnualIndustrySurvey, n=650
#IDSD@digitalPhilip@eXelate 38

37. Think Creatively
Step 9
“What else can I do with this?”
#IDSD@digitalPhilip@eXelate 39

38. Audience Profiling
informs messaging and targeting decisions, while validating audience reach.

40. Competitive Intent Tracker
is predictive of competitive sales and tells you on which regions to focus your campaigns
Auto - Buyers ~ Make:
Honda - Odyssey
eXelate Audience Signal Regional Midwest
Auto - Buyers ~ Make:
Chrysler - Town and Country
eXelate Audience Signal Regional South
Auto - Buyers ~ Make:
Dodge - Grand Caravan
eXelate Audience Signal Regional West
Auto - Buyers ~ Make:
Mercury - Mariner
eXelate Audience Signal Regional Northeast
#IDSD@digitalPhilip@eXelate 42

41. Step 10
“What can I do to make data work hard for me!?”
4 Best Practices
#IDSD@digitalPhilip@eXelate 43

42. Always try to consult with the data provider
directly to obtain up-to-date segment information
and recommendations for your specific campaign
and objectives.
DO THIS: Add Data Partner to RFP Distribution List

43. Case studies and industry benchmarks have their
place, but do not reflect the unique elements of your
specific campaigns.
DO THIS: Set and measure your own success/ ROI metrics.

44. The product or service that you are advertising has a unique
sales cycle.
DO THIS: Set ‘lookback’ period when using data.

45. Many data partner can work wonders
modeling of past converters.
DO THIS: Test look-alike data segments.

46. so much fun
Try on for size.
Philipa@eXelate.com Armstrong | (619) 246-6228
This was
data