The document summarizes a presentation on audience targeting across online advertising channels. It discusses how audience targeting uses complex models and data from various online and offline sources to identify the best consumers for specific ads or campaigns. This allows advertisers to efficiently reach the right audience with the right message. The presentation notes that interactive marketing is growing significantly and the media buying landscape is transforming to more dynamic, data-driven audience targeting and buying. It also addresses how the online advertising industry works to protect consumer privacy.
In this slide show, the team at Green & Red Technologies walks you through paid search ads and paid display marketing (Both on google and with local ad networks).
An Introduction to Digital Advertising including
its history,
advantages over conventional
types of Digital Media,
Metrics for Effectiveness Measurement and
tools to analyze its performance.
Digital marketing- A non conventional way of Marketing where the clients and the organization has a digital relationship between them. A newest and cheapest way of marketing.
In this presentation you will get a complete insight of the digital marketing and its types.
In this slide show, the team at Green & Red Technologies walks you through paid search ads and paid display marketing (Both on google and with local ad networks).
An Introduction to Digital Advertising including
its history,
advantages over conventional
types of Digital Media,
Metrics for Effectiveness Measurement and
tools to analyze its performance.
Digital marketing- A non conventional way of Marketing where the clients and the organization has a digital relationship between them. A newest and cheapest way of marketing.
In this presentation you will get a complete insight of the digital marketing and its types.
How to increase sales by building consumer trust in online advertising? Gerry L. H.
This is my graduate and professionals thesis presentation when I studied at ESCP Europe business school and worked at Criteo.
The purpose of this thesis was to study consumer behaviour of online purchasing initially. This study has been realised through geography and demography research, path to purchase journey analysis, as well as consumer online purchasing experience.
I further aimed to assess the consumer attitude and investigate the trust issue of individuals in online advertising. My study then went to how to build consumer trust in online advertising by using different approaches and building closer relationship between online advertising and consumer.
I further believe that solutions including cultural and regional differences in perceptions of digital trust and transparency of personal data will be the key to enhance consumer trust in online advertising and advanced information technologies will improve sales performance.
Copyright: Gerry Long HONG
Photo Credit: Criteo
A guest lecture presented to undergraduate advertising students at the University of Southern California (USC) Annenberg School for Communications.
The lecture was given by Sensis founder and President Jose Villa on October 10, 2011
How to Grow Your Known Audience and Maximize RevenueMediaPost
Publishers understand the importance of deepening the audience relationship and that data is key. But the elephant in the room is that more than 80% of your month-to-month audience is effectively unknown, with not enough data to derive anything actionable. This means that a lot of the hyped tech strategies today are essentially just squeezing more juice out of a fifth of your audience. We'll address the real problem for publishing: how to turn this huge unknown audience into a known audience, and how to graduate them into high LTV subscribers.
Location-based advertising has evolved dramatically from its humble beginnings of simple geo-fence tests. Today, retail, QSR and auto brands are leading the way and running sophisticated campaigns that are delivering meaningful metrics.
Join a stellar group of marketers and mobile experts from Verve Mobile, xAd and YP, to hear the 3 most important insights from each industry category on how applying location intelligence to mobile campaigns will drive measurable ROI. These insights are based on thousands of campaigns in 2013 and 2014 - don't miss this data-rich discussion!
Moderator:
Leo Scullin, Global Industry Initiatives, Mobile Marketing Association
Presenters:
Monica Ho
Senior Vice President, Marketing
xAd
Heather Sears
Executive Director, Marketing
YP
James Smith
Chief Revenue Officer
Verve Mobile
The mobile revolution is changing the face of online marketing. What does it take to be successful as a mobile publisher and what are the keys to a successful mobile marketing campaign?
Experience level: Intermediate
Target audience: Affiliates/Publishers, Merchants/Advertisers
Niche/vertical: Mobile Publishing
Gregg Stewart, VP, New Media Platforms, Neverblue
Internet advertising an interplay among advertisers,online publishers, ad exc...Trieu Nguyen
Internet Advertising An Interplay among Advertisers,Online Publishers, Ad Exchanges and Web Users, Computational Advertising, contextual advertising, sponsored search, user behaviour targeting
This lecture gives a short introduction to online advertising. It talks about the history of advertising, introduces some of the key concepts and terminology, and offers tips for content creators interested in advertising as a monetization option.
Behavioural,Contextual & Semantic Targeting | Ali Ryan, Valued Interactive Me...iStrategy
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.
Retail Media Insights - Consumer Insights for Digital Retail Mediaretailmediainsights
In developing digital retail media networks, the needs and wants of the consumer should be the primary consideration. Consumer insights are the foundation for successful digital retail media strategy and advertising sales.
How to increase sales by building consumer trust in online advertising? Gerry L. H.
This is my graduate and professionals thesis presentation when I studied at ESCP Europe business school and worked at Criteo.
The purpose of this thesis was to study consumer behaviour of online purchasing initially. This study has been realised through geography and demography research, path to purchase journey analysis, as well as consumer online purchasing experience.
I further aimed to assess the consumer attitude and investigate the trust issue of individuals in online advertising. My study then went to how to build consumer trust in online advertising by using different approaches and building closer relationship between online advertising and consumer.
I further believe that solutions including cultural and regional differences in perceptions of digital trust and transparency of personal data will be the key to enhance consumer trust in online advertising and advanced information technologies will improve sales performance.
Copyright: Gerry Long HONG
Photo Credit: Criteo
A guest lecture presented to undergraduate advertising students at the University of Southern California (USC) Annenberg School for Communications.
The lecture was given by Sensis founder and President Jose Villa on October 10, 2011
How to Grow Your Known Audience and Maximize RevenueMediaPost
Publishers understand the importance of deepening the audience relationship and that data is key. But the elephant in the room is that more than 80% of your month-to-month audience is effectively unknown, with not enough data to derive anything actionable. This means that a lot of the hyped tech strategies today are essentially just squeezing more juice out of a fifth of your audience. We'll address the real problem for publishing: how to turn this huge unknown audience into a known audience, and how to graduate them into high LTV subscribers.
Location-based advertising has evolved dramatically from its humble beginnings of simple geo-fence tests. Today, retail, QSR and auto brands are leading the way and running sophisticated campaigns that are delivering meaningful metrics.
Join a stellar group of marketers and mobile experts from Verve Mobile, xAd and YP, to hear the 3 most important insights from each industry category on how applying location intelligence to mobile campaigns will drive measurable ROI. These insights are based on thousands of campaigns in 2013 and 2014 - don't miss this data-rich discussion!
Moderator:
Leo Scullin, Global Industry Initiatives, Mobile Marketing Association
Presenters:
Monica Ho
Senior Vice President, Marketing
xAd
Heather Sears
Executive Director, Marketing
YP
James Smith
Chief Revenue Officer
Verve Mobile
The mobile revolution is changing the face of online marketing. What does it take to be successful as a mobile publisher and what are the keys to a successful mobile marketing campaign?
Experience level: Intermediate
Target audience: Affiliates/Publishers, Merchants/Advertisers
Niche/vertical: Mobile Publishing
Gregg Stewart, VP, New Media Platforms, Neverblue
Internet advertising an interplay among advertisers,online publishers, ad exc...Trieu Nguyen
Internet Advertising An Interplay among Advertisers,Online Publishers, Ad Exchanges and Web Users, Computational Advertising, contextual advertising, sponsored search, user behaviour targeting
This lecture gives a short introduction to online advertising. It talks about the history of advertising, introduces some of the key concepts and terminology, and offers tips for content creators interested in advertising as a monetization option.
Behavioural,Contextual & Semantic Targeting | Ali Ryan, Valued Interactive Me...iStrategy
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.
Retail Media Insights - Consumer Insights for Digital Retail Mediaretailmediainsights
In developing digital retail media networks, the needs and wants of the consumer should be the primary consideration. Consumer insights are the foundation for successful digital retail media strategy and advertising sales.
Confinement during the pandemic has people using social media more than ever. Therefore, this deck was created to inform social strategy and to explain the new opportunities that exist in the social realm to capitalize on increased social use
At Advertising Week 2009, the 360 Media and Marketing Council of the Advertising Research Foundation presents "New Directions in Marketing Simulation Scenario Planning, Communications, Planning and Targeting."
Targeting has always been a primary ingredient in creating better, more focused communications plans. Some of the approaches used in the past to target, both online and offline, have been labeled as socio-economic, geo-demographic, product purchase, psychographic, contextual, behavioral, associative, etc. With advances in marketing mix modeling and the advent of Touchpoints planning initiatives, the need to be able to create a variety of “what-if” scenarios to identify the impact of different media/marketing plans on different groups of consumers is pivotal.
Unlocking the True Potential of Data on MobileInMobi
While over 90% of a consumer’s time is spent on smartphones, only 53% of advertising budgets are being spent to reach them here. Can mobile data help advertisers make the successful switch to making a true investment and go digital-first? As a marketer, your biggest struggle is the effort to build a holistic persona of every user by combining all data assets across every touch point you have had with your users.
ABCs of Brand Advertising
This hands-on workshop will teach you how top brand advertisers use the web for marketing, what it takes to get their attention and how you can create innovative programs for brand advertisers.
Led by Shari Gunn, Vice President Advertising & Business Development, Kaboodle , Director, Marketing, Hearst Digital Media, VP, Marketing, Primedia’s Automotive Enthusiast Group
Building Your Online Strategy
Yean Cheong, eMitch, is a true integrated marketer with the ability to develop digital strategies in synergy with other media, delivering optimal through-the-line results to clients. Yean is currently the Digital Strategy Director at Mitchell Communications Group - Australia's largest media company.
Integrated Multi-channel Digital Marketing Strategies Dushyant Verma
This presentation on Integrated Multi-Channel Digital Marketing Strategies covers an overview of various Digital Marketing techniques i:e SEO, SMO, PPC, Display Adv, Email Marketing, Online Reputation Mangement and Affiliate Marketing, channels, and platforms to generate favorable actions or responses from targeted audiences.
Copyright, ASHRAE 2011. Presented by Greg Martin, ASHRAE manager of advertising sales, to the Air Movement and Control Assocation International. Comments and questions should go to gmartin@ashrae.org
IAB Canada Roadshow 2015: How Can Online Display Ads Directly Drive Purchase ...IAB Canada
Join Mediative on the 2015 IAB Canada Roadshow as the discuss online display ads and purchasing behaviour.
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Sarit harel date with a startup (pairup)Sarit Harel
Marketers to maximize the return on their investments
Innovators to create more successful propositions.
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eMarketer breakfast - Digital Impact: Two Secrets to Online Marketing SuccesseMarketer
Join Geoff Ramsey (CEO, eMarketer) and Vipin Mayar (EVP, McCann Worldgroup), co-authors of the new book Digital Impact: Two Secrets to Online Marketing Success, as they outline creative approaches for engaging with consumers and share proven techniques for measurement that work for every digital channel. Following the presentation, Geoff & Vipin will take your questions in a relaxed Q & A format.
This presentation is from the KNOW series, featuring Josh Lysne, Eric Piela and Tony Franklin. Topics included social media, engage marketing and online media.
The goal of any business is to grow and know your consumer base and then turn them into raving fans. Learn FIVE things you should be doing to help your business engage consumers and the THREE key channels you should leverage now to create personal, relevant & interactive conversations with your consumer.
Marketers today are fronted with audience dictates when it comes to reach and engagement. Learn how to determine which metrics you need to be evaulating in order to ensure your messaging is on target and correctly timed.
OMI Workshop @ SES London 2011 - Search & Social, a Global PerspectiveOnline Marketing Summit
Brad Kleinman of the Online Marketing Institute discusses global research on trends taking place within the interconnected worlds of Search and Social.
Improving SEO Conversions Through Social Content
With the advent of search engines now including social content into their algorithms its time to incorporate that blog, video (and more) into your overall content strategy. This session will show you how to create a content strategy that includes social media to increase your SEO-click-to conversions.
* Gillian Muessig, President, SEOmoz.org
Generating New Business Leads with Corporate Blogging
While looking for ways to increase Facebook fans and Twitter followers, companies may have forgotten about one of the most proven social media tools that can directly impact the bottom line: corporate blogging. This social media workshop will discuss the powerful medium of business blogging, and how companies can tie their blogs to search engine results, helping them reach new customers at the critical moments when these prospects are online and searching for answers and solutions.
* Chris Baggott, CEO, Compendium
The SEO Value of Social Media
Social Media and SEO have never been more intertwined than they are today. Not only are social media elements like Tweets and reviews making their way into search results, but Google's new social search is a clear indicator that social media's effect on search is going to continue to grow in importance. By aligning your social media campaign with SEO best practices and your optimization strategy, you not only maximize the ROI of your social media program, but you begin to set the foundation for future organic search success.
* Ray "Catfish" Comstock, Director of SEO, BusinessOnline
From "Sorta" to Portable: Five Actionable Steps to Embrace On-The-Go Custome...Online Marketing Summit
From "Sorta" to Portable: Five Actionable Steps to Embrace On-The-Go Customers Through Email, Mobile and Social
To create and maintain a conversation with today's mobile, hyper-social and connected customers, marketers develop a strategy to make their marketing portable. Many organizations haven't started this transition, while others have just started the process of evolving programs from "sorta" to portable. This session will provide five actionable steps for creating email, mobile and social programs that resonate with on-the-go audiences and feature case studies for clients at every stage of this transition to portability.
* Jeff Cunning, Product Marketing Manager, ExactTarget
Using Data-Driven Decisions to Enhance Cross-Channel Marketing - Experian Ma...Online Marketing Summit
Using Data-Driven Decisions to Enhance Cross-Channel Marketing
As digital communication evolves so does the need to reassess how online and offline data work to achieve long-and-short-term goals. Hear tips and tactics on how to strategize and execute a cross-channel campaign.
* Kevin Akerman, Director, Global Product Development, Experian Marketing Services
Empathy in Ecommerce: Achieving Breakthrough Conversion Rates (and Profit!) by Caring about Customer Experience
Ecommerce optimization can seem like Alice's hallway: the more you try to get there, the more the goal eludes you. But putting customers first -- going beyond best practices and using empathy to optimize user experience -- can narrow the gap, resulting in few cart abandons, higher conversion rates, and even customer loyalty in a marketplace fraught with discount shoppers. Using real-world examples and data-driven insights, this session will address the seeming contradiction of achieving greater profits and higher conversion rates while delighting customers and creating a brand worth talking about.
* Kate O'Neill, CEO, [meta] marketer (@kateo)
Integrated Marketing
Every year we talk about it, add it to our strategic road map and tell our peers we will become much better at it, but does it really happen? Hear one leading expert's successes in multi-channel marketing and integrated strategies, as well as the steps taken to get off the bench and into the game.
* Susan Prater, Director of Marketing, Masco Cabinetry (@susanprater)
Inbound Marketing: Lead Generation at 60% Lower Cost - HubSpot, Ellie MirmanOnline Marketing Summit
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You can generate leads and drive sales at a 60% lower cost using inbound marketing. Learn specific tips on using social media, SEO, blogging, lead nurturing, landing pages and analytics together as online marketing strategies for radically better results.
* Ellie Mirman, Inbound Marketing Manager, HubSpot (@ellieeille)
Building a Content Marketing Engine to Accelerate Revenue Growth - BreakingPointOnline Marketing Summit
Building a Content Marketing Engine to Accelerate Revenue Growth
Learn how BreakingPoint drove triple digit revenue during the "great recession" by creating a content marketing engine. Pam O'Neal will discuss the "not so obvious" roles content plays in accelerating demand generation and how to develop the right content marketing strategy, trigger buyer pressure points and continue to fuel your engine.
* Pam O'Neal, VP Marketing, BreakingPoint (@poneal)
Inbound Marketing Works: Spend 60% Less on Lead Gen - HubSpot, Kirsten KnippOnline Marketing Summit
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Thousands of companies have proven that you can generate leads and drive sales at a 60% lower cost using inbound marketing to attract and convert customers. Hear success stories and learn specific tips on using blogs, social media, SEO, lead nurturing and analytics together as an inbound marketing strategy for radically improved marketing.
* Kirsten Knipp, Director of Product Evangelism, HubSpot (@kirstenpetra)
Closing the Gap on ROI Measurement - Spur Interactive, Steve InteractiveOnline Marketing Summit
Closing the Gap on ROI Measurement
Measuring engagement and attributing credit are now "must-have" capabilities. This session will provide actionable insights and methodologies into defining what to measure, how to measure, how to calculate value from online engagement and how to build a compelling ROI business case.
* Steve Latham, President, Spur Interactive (@stevelatham)
Design For Your Subscribers: Tips and Tricks to Increase Email Marketing ROI ...Online Marketing Summit
Design For Your Subscribers: Tips and Tricks to Increase Email Marketing ROI
Email and landing page design affects more than the appearance of your messages. It affects clicks, conversion, and overall ROI. This online marketing seminar will provide insights into how to improve your email and landing page designs to increase performance and produce better results.
* Tim Siukola, Manager, Campaign Solutions, ExactTarget
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Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
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Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
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RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Putting the SPARK into Virtual Training.pptxCynthia Clay
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Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
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Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
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Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
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Online marketing summit 061810 monica seebohm
1. Online Marketing Summit Long Beach, CA | June 21, 2010 Behavioral Targeting Across Online Advertising Channels Monica SeebohmDirector Audience Targeting, West AudienceScience
3. 3 Audience targeting can identify the best consumers for a specific ador campaign and can be used to effectively reach sales, acquisition, and branding goals
22. What Makes up Targeting? 12 Audience data comes from many places… Online behavior Registration Workplace attributes Searches Ad views Geo/DMA Transactions 3rd party partners Offline data No personally identifiable information is used
24. Online Shoppers – Large Percentage of the Online Population 14 Percentage of Online Users 100% 80% 60% 40% 20% 0% Researched and purchased Researched not purchased Purchased not researched Neither researched nor purchased Q: Which statement best describes your experience shopping online in the past 12 months? Source: Jupiter Research/AudienceScience Consumer Survey 2009
25. You Have 3 Opportunities to Connect With Online Users 15 Percentage of Online Researchers 100% 80% 60% 40% 20% 0% Once Twice Three times Four times 5 times 5+ times Q: How many separate times would you say you connected to the Internet in order to find information related to your most recent purchase decision? Source: Jupiter Research/AudienceScience Consumer Survey 2009 Q: How many separate times would you say you connected to the Internet in order to find information related to your most recent purchase decision?
26. Shoppers More Receptive to AT Ads 16 Percentage of Online Shoppers 100% 80% 60% 40% 20% 0% Behaviorally targeted ads Contextually targeted ads Q: Please Indicate to what extent each statement describes your attitudes: I pay more attention to online ads directly related to my online activity (Contextual); I pay more attention to online ads that fit my specific interests (Behavioral) Source: Jupiter Research/AudienceScience Consumer Survey 2009
27. An online user sees more than 1,800 online ads per day, which is an increase of more than 250% since 2004 Forrester Research 2009 It’s a Cluttered World 17
29. Crowded and Complicated Landscape Agencies Ad Networks Data Providers Data Exchanges Ad Servers Publishers Media Buying Platforms Ad Exchanges DSPs Buying Process Used to Be Simple Advertisers 19
30. Understanding Consumers Drives the Funnel 20 Brand awareness, recognition, and recall are driven by sophisticated consumer insight Brands mustdrive consumers through the funnel, from awareness to action Commoditized and conversion data is simple and easyto access
47. Advertisers can use simple data to produce basic audience segments With an integrated audience platform, a wider variety of data results in larger, more targeted audiences 26
51. Segmenting Capabilities Audience Example – Dog Lovers Offline Purchase Propensity – Pet Products Pet Retailers Verified by Third Party Research Offline Registration Data – Dog Owners Catalogues Newsletters Online Dog Shopping Behavior Shopping Sites Dog Enthusiasts Sample: People who read about dogs, searched for information on dog health, used tools to find the best dog breeds Enthusiast Sites
58. Analyzed impression volume vs. click-through rate to ensure qualified traffic through the Run of Network impressions, and conversion rate vs. eCPA for retargeted SKECHERS visitors (90% retargeting vs. 10% RON)
59. SKECHERS was able to continually refine its creative for maximum resultsResults
60.
61. If you choose a micro target it should be because you have a very specific creative message for them
62. Targeting that costs more than your increased rate of results isn’t worth itIn Order to Move Share, You Need Scale 33
64. The Upside Is Way Up. . . 35 Media Consumption vs. Ad Spend, 2009 Note: As a percentage of ad spending on the media channels indicated above only: TV, Newspaper, Radio, Magazines and Online Source: Wall Street research, 2010
65. . . .With Many Categories Poised to Transfer 36 Category Share of Total Internet Advertising Spending Source: IAB Internet Advertising Revenue Report, 2009
70. The “Cookie” Monster 41 Cookies: small files placed by a website on your computer that serve as an identifier Cookies simplify and improve the Internet experience Give the Internet “memory” Enable shopping carts Remembered login information Cookies aren’t static – sites modify them all the time as you do different things within their domains Allow frequency capping and other targeting, including behavioral They are not scary Easily removable Managed by user Cookies not bad, Cookies GOOD
71.
72. Be aware of restrictions (rules) around collection and use of:
83. Clicking on the notice provides consumers with more information about OBA and the ad itself
84.
85. Even the President Realizes the Value of Behavioral Targeting 46 “Both campaigns also used something called online behavioral targeting, but Obama's team proved better at leveraging its effectiveness. Before, candidates had to rely on stereotyping large swaths of voters and making TV spots to suit; this year they've been able to literally formulate an ad campaign for each individual voter. “ “Both candidates used the Internet to reach voters. But Team Obama mastered the medium early and exploited it to the hilt. Along the way, it changed politics -- and perhaps government -- forever.” How Obama Won It With the Web By: Chris Dannen - Fast Company Source: http://www.fastcompany.com/articles/2008/11/how-obama-won-it-with-the-web.html
92. Thank You Visit www.onlinemarketingsummit.com for more information Follow us @OMSummit
Editor's Notes
There is white text not visible to the left of barsAt the request of AudienceScience, Jupiter Research, a Forrester Research company, conducted an independent unbiased study of online consumers on how online tools and advertising strategies fit into shopping behaviors and preferences with respect to shopping (defined as either research and or purchasing products or services online). In November 2008, JupiterResearch designed and fielded a survey to online consumers selected randomly from the NPD US online consumer panel. A total of 2,151 individuals responded to the survey. Respondents were asked approximately 6 closed-ended questions about their behaviors, attitudes and preferences as they relate to online shopping. Respondents received an e-mail invitation to participate in the survey with an attached URL linked to the Web-based survey form. The samples were carefully balanced by a series of demographic characteristics to ensure that they were representative of the online population. Demographic weighting variables included age, gender, household income, household education, household type, region, market size, race and Hispanic ethnicity. Additionally, JupiterResearch weighed the data by AOL usage, online tenure, and connection speed (broadband versus dial-up), three key determinants of online behavior. Balancing quotas are derived from JupiterResearch's Internet Population Model which relies on US Census Bureau data and a rich foundation of primary consumer survey research to determine the size, demographics and ethnographics of the US online population. The survey data are fully applicable to the US online population within a confidence interval of plus or minus three percent.In this survey effort, JupiterResearch worked with its research partner, NPD, on the technical tasks of survey fielding, sample building, balancing, and data processing. NPD is one of the largest market research companies in the US and maintains a general research panel of 4 million individuals, of which 750,000 are kept "active". The active panel receives surveys while inactive panelists are rested. This rotation in and out of active status helps keep panelists fresh and prevents burnout. Panel-based market research enables researchers to have baseline knowledge of each survey respondent, increase survey participation rates, and permit careful rationing of survey fielding to reduce survey burnout.
We need to help marketers evaluate the many technology choices available. Benefits of an integrated audience platforms--Gather data from many channels, both online and offline, and integrate them into a single anonymous view that drives revenue and increases relevance in the consumer experience--Reach to get your messages out via all available channels makes the most of your audience intelligence and ensures consistency in communication across the board. --Advertisers should select data/technology partners who follow industry best practices regarding gathering and anonymity of data
Same methodology manufacturers use to create products needs to be applied to how advertisers build audiences. The more thought and analysis advertisers use to create segments, the better their results will be.
I look at how television has been bought for so long. Large swaths of demographics, largely determined by the content of the program. Isn’t this an attempt at behavioral targeting? Based on the content you are consuming, assumptions are made about who you are and what you like. With online, we can take this rough approximation and create a granularity and accuracy never before experienced.