1. Targeting Evolution
presented by
Sarah Fay
to
NexTargeting Summit 2010
March 18, 2010

2. My Year in Review

3. In the Meanwhile...

4. What’s Changing ?
CPM & CPC
Rise of RTB
Dominant
Media Planning Data Planning &
& Optimization Auto Optimization
creates Insights
Insights Used to Targeting Used to
Create Targets Create Insights
Media Property Audience
Focus Focus

5. Separation of Inventory & Data
Media
is being
Commoditized

6. Data is the New Black

7. The Play for Margin
Agencies Advertisers
Publishers
Margin !

8. Marketers with Direct Customer
Relationships are Leading

9. But WIll Branding Follow ?
Brand
Advertising
Direct
Response

10. Brand Marketers are Catching On:
• Only 24% of them consider their organizations ‘digitally savvy’
30% are using behavioral targeting to impact the allocation of the marketing mix
64% agree that marketing departments should be organized around consumer
segments, instead of brands
47% agree that media should be bought and sold based on ‘guaranteed time
spent’ (a.k.a. ‘engagement’ with brand)
Source: Marketing & Media Ecosystem 2010, conducted by 4As, ANA. IAB, Booz/Allen/Hamilton

11. Dunkin’ Donuts Brand Response

12. Driving Engagement & Loyalty

14. Targeting & Performance Metrics
Most Important

15. What’s Next ?
1. Data strategies will become a driving force across
all kinds of advertising
2. Online buying behavior will become prevalent in
traditional channels
3. Agencies and Publishers will continue to cross into
each others’ territories
4. New marketing service models will emerge

16. Thank you
& Questions ?