Targeted digital ads using data points

Clearly, digital marketing is very important for brands

And clearly brands are able to easily deliver one message
to many people

How do we ensure that spillover is minimized and we
reach as specific an audience as possible?

Rather, how can we be more relevant to users?

For this, let us consider new-age internet.

And many times, these websites have a lot of information
about us – much of which is voluntarily input

This is where we can use user data points

Targeting users by specific points on different websites will be
more effective
Data points: information that a user inputs on an app or
website.
It could be anything – from name, to location to the various
transactions on the app

Let’s say Baskin Robbins wants to advertise about it’s
newly opened shop in Parel
Marketing
Agency
Data of users who travel
to Parel regularly
Brand Platform

Broad categories of Apps/Websites considered
Travel
News
E-Commerce
Food
Travel
Food
E-Commerce
News
Entertainment and music
Matrimonial
Real Estate
Health and Fitness

Let’s look at few examples in detail…

Data Point : Frequently orders South Indian food
Ads of content offerings in SI
languaages
Matrimonial sites
Families, students, working
professionals from South India
Working professionals of South Indian
origin
Families, students and working
professional of SI origin
User Profile Type of brand How they can target
Ads highlighting large number of SI
profiles
Ticket booking sites
Regional TV channels
and News sites
Target ads of South Indian movies in
nearby theatres

Data Point : Orders pizza on Fri regularly
Pizza brands
Young guy, looking to take a break or eat
out on Friday with buddies
Push an offer on Thursday to entice
him to buy

Data Point : Frequent orders from an office location
Errand servicesPerson looking for convenience
Get your errands done easily while
sitting in office

Data Point - Frequently books tickets to well-known international destinations in
groups of 3-4
Large hotelsFamilies
Target ads of special offers, such as
discounts or complementary
facilities for eg. kids playroom

Data Point - Books tickets to adventure destinations like Uttarakhand, Leh /
Ladakh, etc.
DecathlonAdventure seekers
Target ads of trekking and camping
products

Medium Data point
• Calorie counter app: Veg food only
• On a weight loss program
• Ola : Same route
• Frequently avail discount vouchers
• Frequent booking on different routes
• Practo app: Frequent dermat / cosmetologist
appointment
• Search for diabetologist
• 8Tracks: Workout playlist
• Jazz music

Medium Data point
• NewsHunt: Particular language
• Particular language in other cities
• Flipkart: 3G phones
• Searching for tech products
• Shaadi: Reduced activity
• Hasn't logged in for 4-5 years
• Religion
• Mother tongue

Advantages
๑ For the brand – More relevant audience, leading to better CTRs
๑ For the app / website – Another means to generate revenue, potentially
๑ And for the user – More relevant ads
๑ For the agency – a chance to be creative with targeting, will throw us in better light
from a strategic perspective

Possible hurdles on the way
๑ Misuse of information (For eg. Insurance companies charging premiums
based on data about user lifestyle)
๑ Difficulty in segregating the relevant data from non-relevant data
๑ Increase in costs as well as the execution time of the campaign for the
brand

What this means for Indigo Consulting
๑ This is basically to start a new way of thinking within the agency
๑ Think of such media innovations while ideating for pitches / campaigns
for clients (and then taken forward depending on how strong the idea is
and feasibility)
๑ When we come across a new website for our personal use, think about
how it can potentially be used for a brand – any brand
๑ Potentially, awards in the media innovation / partnership space

DATA POINTS HOW BRANDS CAN TARGET
Frequent booking on the same route
• Fast-food joints, Cafes, Ice-cream parlours on that
route can target frequent travelers
• Brands that offer stability, trust as value proposition
– like Banks, Insurance companies, Jewellery
Frequent booking on different routes
• Newly opened Cafes, Restaurants can target these
people
• Advertise amusement parks, upcoming events (Tie
up with a BookMyShow, maybe)
• Youth, adventure and fun brands can target since
these people are likely to be youngsters who like
exploring places
• Mid-range clothing brands can target ads since
target customers are likely to be college going
student
• Hair saloons/Gyms can use these data points to
target the youngsters
Frequently avails discount vouchers/Only
Books mini or Kaali Peeli cabs/Can wait for the
cab

Frequently used language to read news -
Regional
• Television channels with regional content can target
this segment
• Matrimonial websites can offer customized ads for
people to get married in the same caste, region
• Amazon/Flipkart can target region-specific clothing
brands
Genre of Newspapers read – Business/Politics
• Financial market news apps/magazines
• Business phone brands like Blackberry
• Business suit brands/High end watch brands
• Personal grooming/well-being brands can target like
shampoos, face-creams etc
• Mid/High end clothing brands
• Fitness product brands and gyms can target this
segment
• Chocolate brands
Genre of Newspapers read – Movies, Gossip,
Lifestyle
Genre of Newspapers read – Sports, Lifestyle
• College/Institutes can target this segment since this
segment is likely to be read by youngster
• Gadget brands, mobile and mobile accessories
• Gyms and Fitness centers

Nature of content frequently streamed –
Sports/English TV shows (Language – English)
• Brands targeting the youth – Deodorants, watches,
mobile phones etc
• Internet service providers can target the high data
usage nature of such apps sell data packs to the
youth
Nature of content frequently streamed – Hindi
TV Shows (Language – Hindi)
• Jewellery, Saree brands can target this section since
customers are likely to be middle aged females
• Relatively low-cost mobiles like Lava/Micromax can
target this section
• Home Furniture/Décor brands can use this platform
to advertise since consumer is likely to make buying
decisions about home furniture
• Hair and Skin care brands like Lakme, TREsemme
can target this segment since consumer is likely to
be young looks conscious males/females
• Youth centric brands – Deadorants, watches, mobile
phones
• Chocolate brands can use this medium to target the
youth
Nature of content frequently streamed – Hindi
Movies

Signed up recently/High recent activity,
Searches on the website
• Beauty/Wellness/Gym brands can target this
segment since the target customer is looking to get
married using banner ads
• Travel/Tourism brands (State/Country Tourisms,
travel accessories etc) can either target people for
going on a bachelor trip before tying the knot
through banners ads on the site
Activity reduced since 5-6 months
(Assumption: Getting married)
• Travel/Tourism brands (State/Country Tourisms, travel
accessories etc) can either target couples for a honeymoon
trip through mailers
• Home furniture/Decor brands can target this segment since
the segment is likely to buy new furniture after marriage
(mailers)
• Personal grooming brands (through mailers)
• Travel/Tourism brands offering fun and family
vacations can target this segment through
mailers/text messagingDoesn’t log-in anymore, Sign-up 5-10 years
back

Sign up data point - Age
• Age (20-30) – Fitness brands and Gyms, Bars and
Restaurant, Food and drink apps, Saloons and spa
brands, Personal Loans and Life Insurance, Cooking
recipe apps
• Age (30-40) – Fitness brands and Gyms, Cooking
recipe apps/books,
Sign up data point - Religion
• Religion (Christian) – Amazon can sell Christmas
trees, Easter bunny costumes, Makemytrip can offer
customizes vacations during christain festivals,
• Religion (Sikh) - Flipkart/Amazon can offer Punjabi
movies and music, Gym and fitness products
• Religion (Hindu) -
• Regional language news channels, websites, apps
• Language converter apps since the consumer might
not be familiar with language other than their
mother tongue
Sign up data point - Mother Tongue

Frequent International traveler (to a same or a
different country)
• High-end phones like I-phone and Samsung
• Travel brands like backpacks, luggage bags etc
• Famous hotels/bars/hangoutplaces based on the
country/city frequently traveled
• Clothing Brand depending on country frequently
traveled
• Reading devices like Kindle etc can be targeted by
Amazon, Flipkart
Frequent domestic traveler (to the same city)
• Famous restaurants/hotels/hangout places in the city
frequently visited
• Helping navigation devices like to the city visited ( etc m-
indicator)
• Handy personal grooming brands etc
• Digital camera brands can target this section since
user is likely to be on vacations frequently
• Family TV shows
• Camping and trekking products
Frequently looks for holiday/Flight + Hotel
packages

Frequently inputs variety of veg food
• Vegan food product brands can target this segment
since consumer is likely to be a vegetarian
• Gyms/ Fitness Centers can target this segment
since consumer is likely to be a fitness enthusiast
• Veg restaurants can target this segement
Frequently inputs non veg food
Frequently Inputs details for exercise plans
• Non-veg food product brands can target this
segment since consumer is likely to be a non-
vegetarians
• Gyms/ Fitness Centers can target this segment
since consumer is likely to be a fitness enthusiast
• Pure non veg restaurants can target this segment
• Low-calorie food products can target this segment
since consumer is likely to be fitness conscious
• Health supplement brands can target this segment
of people
• Gyms/ Fitness centers can target this segment since
consumer is likely to go to gym

Frequently booked hotel in same city
• Standard rate cafes/restaurants nearby the use
• Cab/Taxi services of the city where the hotel is
booked or services offering car/bikes on rent
• Bookmyshow can offer list of upcoming
events/plays/nearby theatres to the user of the city
hotel is booked
• Travel brands like American Tourister/VIP can target
this segment
Frequently booked hotel in different city
Frequently books for a large group (5+ people)
• Newly opened Cafes, Restaurants can target these
people
• Youth, adventure and fun brands can target since
these people are likely to be youngsters who like
exploring places
• sdffsd
• Bookmyshow can advertise upcoming adventure,
fun events happening in the city considering the
user is likely to be on a vacation
• Redbus can offer group booking offers on travel back
and forth to the city user is travelling

Frequently looked for/took appointment of a
Dermatologist/cosmetologist
• Mainstream skin care brands like Lakme, Lo’real can
target adds to these customers
• Niche herbal/ayurvedic skincare brands can target
this segment
• Gyms, Fitness/Yoga centers, Saloons can target this
segment through banner ads since user might be
looking at methods to rejuvenate their skin
• s
cardiologist/Dietician
Diabetes/Diabetologist
• Cooking oil Brands like Saffola, Fortune, Dhara can
target this segment since
• Fitness & health apps like calorie counter, workout
scheduler can advertise to this segment
• Amazon/Flipkart can target exercise equipments
• Healthy food products like musli etc.
• Niche products like Sugar-free, Coke Zero
• Bigbasket, veggies.co.in can target vegetable
healthy for Diabetic patients
• Food product brands specific to Diabetes patients
can target this segment of people

Type of food frequently ordered – Junk/Fast
Food
• Gadget brands like Apple/Samsung can target this
segment since the user is likely to be a techno-
savvy youth btw 15-24
• Bookmyshow can advertise upcoming
events/movies
• Internet service providers can advertise customized
plans for this young audience
Nature of food frequently ordered – South
Indian
Nature of food frequently ordered –
Vegetarian
• Regional TV shows and News websites offering
content in South Indian languages can target these
people
• Matrimonial sides can advertise high number South
Indian profiles present on their website/app
• BookMyShow can target ads of South Indian movies
• Pure vegetarian restaurants since a vegan usually
prefers a restaurant that doesn’t make non-veg
• OLX can target ads for pet adoption to this segment
• Flipkart/Amazon can target female clothing and
accessories since more females are likelt to be
vegans

Frequently visited website pages –
Business/Tech
• Gadget brands link Apple, Samsung can target this
section as well as other tech brands
• Automobile brands since the segment reading this
section is likely to me male interested in
automobiles
Frequently visited website pages -
Entertainment/ TV
• Upcoming TV shows/ Upcoming Movie banner ads
that redirects user to the website
• Personal Care Products hair care, skin care products
• Hangout spots, cafes
• Online recharge websites and apps
• like freecharge, PayTM etc
• Travel brands like Wildkraft, American Tourister can
target this segment through banner ads
• Apps like Oyo rooms etc offering budget hotels
across the country can target ads to this section
• MakeMyTrip can offer ads of schemes, packages on
their websites
Frequently visited website pages – Life and
Style/Travel/World

Searched for I-Phone/Samsung + Looked up at
premium brands of watches
Looked up at premium bag brands + Searched
for brands of toys + searched for Intl. make up
range
• Luxury spas/saloons/wellness centers
• High end female clothing brands
• Jewellery brands like Tanishq, Nakshatra since
consumer is likely to be a married female in
her mid 30s
• Motor bike brands since consumer might be youth
who’d want thrill/adventure
• Sports Team jerseys and equipment since the target
consumer is likely to be in age group of 15-25
• Production Houses can target upcoming movies to
this group since consumer likely to be interested in
that segment
Frequently searches for Gaming consoles +
Music and movie shows + casual clothing
range (Mid to High end)
• Luxury Car brands like Audi/Volkswagon can target
this segment since user may be in the high income
bracket
• Luxury spas/saloons/wellness centers
• High end men's clothing brands like Gucci, Armani
• Travel/Tourism brands and services offering trips

Only looks for/buys movie tickets – (bBuys 4-5
tickets/Premier Class tickets on prime days)
• MakyMyTrip/Yatra.com can target family/group
vacations both within India and abroad since user is
likely to be high-income person with a family/group
• Cab services can customized offering family trips to
vacation spots outside the city
• Family restaurants /bars offering dinner or hosting
parties can target this segment
Only looks for/buys movie tickets – (Buys 3-4
together/Cheapest tickets, avails discount
offers, on non-prime days)
• Phone Brands like Micromax, Lava can target this
segment since consumer is likely to be college
students
• Jabong/Snapdeal etc can target ads of mid range
clothing brands like Wrangler, Levis to this segment
through banner ads
• Gyms/Fitness centers can target this segment since
consumer is likely to be btw 18-30
• Sports Bars nearby the user can target them
through banner ads since consumer is likely to be
interested in sports
• Flipkart/Snapdeal etc can target ads of sports team
merchandise specific to user activity on the website
Only looks/buys sporting event tickets - IPL,
ISL, Mumbai Marathon tickets

People who have posted ads to sell off
Gym/Fitness equipment
• Gyms/Fitness centers can offer ads targeting to this
segment throwing the idea of start gymming again
using their workout schedules
• Fitness/Health apps like calorie counter for people
who wish to stay fit though a diet
• Cycle Brands can target this segment as people
might want to work out outdoors
•
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People who have posted ads to buy/sell
vehicles – cars, motorcycles, scooters etc
• Banks offering vehicle loans since the user might be
looking to avail loans for a bigger car/motorcycle etc
• Logistics companies since the user might be
relocating soon
• Automobile brands can target this segment since
the user would want a new car
• Cab/Taxi services can advertise since user is likely to
be without a vehicle for a while
• Primary schools near the user can target this
segment since the user might be looking for a
school the kid
• Cycle brands for kids can advertise on this section
• Nutrient brands like Horlicks/Bournvita or summer
products like Dabur Glucose/Tang can target this
section since the kid might be grown enough to use
People who have posted ads to sell baby
products – strollers, carriers etc

Only follows Indian cricket - (Only Intl T20 and
ODIs and IPL) – looks up at only scorecards,
and match summary of India’s ODI and T20
games
• Amazon, Flipkart can target ads of customized
Indian cricket jerseys, caps, mugs, bags etc
• Brands like Nike can target ads selling ICT branded
cricket equipment like bats, shoes, pads, jerseys etc
• General men brands such as watch brands, sports
shoe brands, travel brands can target this segment
• ASDdsf
Follows every cricket team of Cricinfo –
frequents every match review, previews,
opinion articles
• Brands like Nike can target ads selling cricket
equipment like bats, shoes, pads, jerseys etc
• Amazon, Flipkart can target customized products
branded with content of cricket boards across the
world
• BookMyShow/Kyazoonga can have banner ads
offering people to buy match tickets for upcoming
games
• Bookmyshow can target ads of upcoming stand up
acts happening nearby the user (eg. Andy
Zaltzman’s India Tour)
• Fun mobile apps like Dubsmash can target this
section of user
Doesn’t spent much time on home page –
Heads straightaway to Page 2

Frequently looked up for/Bought residential
property
• Furniture brands like Godrej Interio can target this
section through banner ads /mailers
• Electronic appliance brands like LG, Samsung can
target ads for TV, Washing machines etc
• Restaurants/Cafes offering home delivery services
can target this segment through banner ads
• Food delivery Apps like Foodpanda, Tinyowl
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Frequently looked up for/ Bought office space
• Office supply stores like ithinkstore/zoffio can
advertise to this section using banner ads/mailers
• Courier services like DHL, Bluedart can advertise
using banner ads/mailers as well as Pickup and
delivery services like MyPeon
• Restaurants/Cafes offering delivery services can
• Food delivery Apps like Foodpanda, Tinyowl can
• MakeMyTrip can offer vacations to foreign countries
like Europe/USA, since consumer is likely to have
high income levels
• Interior Designers search websites like Zingyhomes
can target this segment since user can afford a
interior designer
Bought residential property worth 3 + crores

Safe (steady Income) Portfolios - Investments
in blue-chip companies + has diversified
investments
• Magicbricks/99 acres can this section advertise
about residential property
• Brands that offer stability, trust as value proposition
– like Banks, Insurance companies, Jewellery
• Makemytrip/Yatra.com can advertise the Tourism of
states/countries offering a comfort as a VP – Kerela,
Great Britain
• asdgfdgfdg
Risky Portfolios - Investments in companies at
early stages of growth + ones having a unique
value proposition
• Makemytrip/Yatra.com can advertise the Tourism of
states/countries offering a adventure as a VP – Goa,
Leh, South Africa, New Zealand
• Newly opened Pubs/Bars/Restaurants in the users
city
• BookMyShow can advertise events like Fun,
adventurous events to this segment of users
• Upcoming Fashion Label offering new-age clothing
range can advertise to this segment since consumer
is likely to be experimental in nature
• Zomato can target ads of niche/off the grid
restaurants, bards, pubs
Speculative Portfolios – Investments in
technology or health care firms in process of
researching a breakthrough product + junior
oil company which is about to release its initial
production result

8Tracks.com
(Streams user-curated playlists)

Type of playlists most frequently played -
Workout
• Amazon/Flipkart can target ads gym/fitness
equipment to segment since user is likely to be a
fitness conscious who goes to gym
• Jabong/Myntra can target ads of Gym clothing
• Health supplement brands can also target ads of
their products since consumer could be interested
in them
Type of playlist most frequently played -
Oldies
Type of playlist most frequently played –
emo/techno/EDM
• Socializing forums like Meetup can target ads to
this segment since user is likely to be in his/her
middle age
• Saloons/Spas can target middle aged females
through
• Practo can advertise about its services to this
segment
• Gadget brands like Apple/Samsung/Microsoft can
target ads to this segment since consumer is likely
to be young, techno savvy
• Youth brands like Happilyunmarried, bewakoof.com
etc
• Dating Apps like Trulymadly, Tinder

Targeted digital ads using data points

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