Brand marketing is evolving at a lightning fast pace, with access to massive amounts of data that can help you find your ideal audience ... and those who will love your brand. The challenge is to make sense of all of the signals and make complex assumptions, using real intelligence and real-time feedback, to make sure your ads have an impact. Join Diya Jolly from Google for a look at the future of brand marketing and how a new “database of affinities” can help you win over your audience for the long haul. Presenter Diya Jolly, Sr. Product Manager, Google

1. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Google’s Approach to Affinity Segments
Diya Jolly, June 21, 2013

2. Google Confidential and ProprietaryGoogle Confidential and Proprietary

3. Google Confidential and ProprietaryGoogle Confidential and Proprietary

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Initial consideration set already in mind
Be visible in every part of your customer’s non-linear purchase path
Evaluation
Consideration
Purchas
e
Advocac
y
Awarenes
s
Inspired by McKinsey Consumer Decision Journey Google Confidential and Proprietary

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Be Relevant…..

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Do it at Scale

7. Google Confidential and Proprietary
Affinity Segments aggregate users based on their lifestyles
and interesets, allowing advertisers access to those for
whom their product or offering is most likely to matter
Google Confidential and Proprietary
What Affinity Segments do

8. Google Confidential and Proprietary
Affinity Segments for brand advertisers
Going beyond demographic targeting
Google Confidential and Proprietary
Points of Passion Active Lifestyle Travel Savvy
Arts &
Entertainment
Consumer Habits
Luxury Shoppers Outdoor Enthusiasts Hardcore Gamers
Fashion Forward Frequent Travelers 30-Minute Chefs

9. Google Confidential and Proprietary
30-minute chefs
• People looking for quick and easy meals
for families
• Moms (esp. working moms) who want to
provide a home cooked healthy meal
• Browse tips on how to make it easier
to cook during the week
• Shop for items that simplify the process
Example advertisers
• CPG companies with products designed for
fast, yet healthy meals
• Fast Food restaurants promoting healthy options
• Home appliance manufacturers and retailers
Offline media
TV/Cable: Networks devoted to food and
cooking, shows about making meals at home
Print: Food/cooking magazines,
parenting magazines
Google Confidential and Proprietary

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Google Affinity brings it all together
Google Confidential and Proprietary
Data
Predictive Algorithms
Zero Latency
Scale
Quality Control

11. Google Confidential and Proprietary
1. Robust Data Signals
Affinity Segments
300B+ impressions/
month
65% of comScore’s top
200 sites
2M
websites
94% of U.S. internet
users
O&O properties
128Mvisitors/
mo.
3.1Mvisitors/
mo.
66Mvisitors/
mo.
100M
users
343M
users
Google Confidential and Proprietary
Sites Games VideoFeeds MobileSocial media

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2. Bringing meaning to the data via predictive
algorithms
Frequency of visits
Intelligently combine
with other data points
Normalize the data
Duration since visit
Google Confidential and Proprietary

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3. Zero latency
Google Confidential and Proprietary

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4. Doing this at scale
Google Confidential and Proprietary

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5. State of the Art Quality Control

16. Google Confidential and Proprietary
Google's Affinity Segments drive success for the
launch of the all new 2014 Mazda6
Mazda Canada efficiently connects with target audience at massive scale
MARKETING GOAL
To build awareness of the
2014 Mazda 6 and its feature
set, and capture qualified
leads via Mazda.ca
SOLUTION
Used precise Affinity
Segments to reach target
audience while delivering an
engaging ad experience
RESULTS
Reached nearly half a
million potential
buyers in the first month
alone - 10X more users
than other targeting
types
TACTICS
• Used the "Technophile" Affinity Segment to target
urban professionals with a passion for technology
• In combination with Keyword Contextual Targeting and
Remarketing, Mazda Canada generated significant
results

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5 things to remember
Google Confidential and Proprietary
Data
Predictive Algorithms
Zero Latency
Scale
Quality Control

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Q & A
Google Confidential and Proprietary

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1. Robust Data and User Segments
Google Confidential and Proprietary
Sites Games VideoFeeds MobileSocial media

20. Google Confidential and Proprietary
2. Bringing meaning to the data via predictive
algorithms
Google Confidential and Proprietary
Luxury
Shopper
Frequent
Traveler
30-Minute
Chef
Outdoor
Enthusiasts
Hardcore
Gamers

21. Google Confidential and ProprietaryGoogle Confidential and Proprietary
*
Find the right people
*
*
Luxury
Shopper
Frequent
Traveler 30-Minute
Chef