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![Don’t just take my word for it…
“The future [of advertising] will be about
people and we should put people at the core.
Because people are analog and we have
feelings, hopes and desires, successful marketing will
combine art and science, media and
message, paid, owned and earned and a lot of
combinations of the analog and digital world.”
– Rishad Tobaccowala
Chief Strategy and Innovation Officer, VivaKi
Huffington Post, 3 October 11
45](https://image.slidesharecdn.com/understandingyourdataasset-120629051051-phpapp02/85/Understanding-your-data-asset-45-320.jpg)
Uploaded byStuart Colman
Understanding your data asset
The document discusses data usage and online advertising. It notes that today over 8 billion web pages are indexed, 168 million DVDs of internet traffic are consumed, and 294 billion emails are sent. It emphasizes that people buy products, not technology or gimmicks. Effective data management allows advertisers to understand audiences and target them precisely. While click-through rates are low, case studies show targeting can significantly increase returns on investment. The document also notes that most internet users accept advertising as it funds free content, and prefer relevant, interest-based ads to irrelevant ones. Younger users have a more positive view of advertising than older users.
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Understanding your data asset
- 1. "Understanding your dataasset. What’s out there, what it means and why it matters" Stuart Colman, Athens 28th June 2012
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- 3. What’s it likein a world with no targeting?
- 7. • Test – Test • Test – test 6/29/2012 7
- 8. Thursday 28th June2012 A day in the life of the internet… Today, the Indexed Web contains at least 8.04 billion pages…
- 9. … and enoughinformation will be consumed by internet traffic to fill 168 million DVDs.
- 10. 294 BILLION emailswill be sent today… (it would take 2 years to process that much snail mail in the US)
- 11. … and 2million blog posts will be written, which is enough to fill Time Magazine for 770 years.
- 12. 172 million differentpeople will visit Facebook, generating in excess of 10 billion minutes of viewing time…
- 13. … and 864,000hours of video will be uploaded to YouTube… (22 million hours of tv and movies will be watched on Netflix)
- 14. … with theaverage person spending 14.6 minutes looking at porn.
- 15. 18.7 million hoursof music will be streamed on Pandora… (If a single computer started streaming this in 1AD, it would still be streaming now)
- 16. and today, moreiPhones will be sold than babies born (378k vs 371k).
- 17. Every 2 days,we create as much information as we did from the dawn of civilisation up until 2003 Thanks Eric Schmidt and Matt Silvermann
- 18. • Test – Test • Test – test 6/29/2012 18
- 20. So, why doesthis matter, and what have we possible forgotten…?
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- 27. • Test – Test • Test – test 6/29/2012 27
- 30. Data Management audience data comes from many places… Online behavior Registration Workplace Searches attributes Ad views Geo/DMA Transactions 3rd party partners Offline data 30
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- 35. All data iscreated equal…?
- 37. Same ingredients, differentresults Steel Aluminum Plastic Rubber Glass Leather
- 38. The Importance ofData Management Platforms (DMP)
- 39. Your audience isin silos 3rd Party Email List Microsite Facebook Search Data Page Offline Registration Data Advertiser On-Site Behaviour 6/29/2012 39
- 40. Single view ofyour audience 3rd Party Email List Microsite Facebook Search Data Page Offline Registration Data Advertiser On-Site Behaviour 6/29/2012 DMP 40
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- 42. BMW, who isgoing to buy your car? In-Market Executive Car Buyers Audience: Audience: • Male • Viewing car related content on • Professionals sites • High incomes • Reading reviews on • 34-55 yrs. BMW, Audi, Aston • University educated Martin, Porsche • Adventurous aspirations • Searching on terms to find executive cars • Getting insurance quotes • Carrying this out 8 times in the last 3 weeks 42
- 43. Attribute the rightvalue to your data…
- 44. Data Management Website 3rd-Party Data Sources Datalogix partners Targus Affiliated Nielsen sites Bluekai Offline 2nd-Party And MORE database Partners’ Sites Social media fan pages Proprietary Data Website Over 300 traffic standard Registration audience Commerce segments Offline data representing AudienceScience E-mails the entire purchase Segments Geo funnel Searches 44
- 45. Don’t just takemy word for it… “The future [of advertising] will be about people and we should put people at the core. Because people are analog and we have feelings, hopes and desires, successful marketing will combine art and science, media and message, paid, owned and earned and a lot of combinations of the analog and digital world.” – Rishad Tobaccowala Chief Strategy and Innovation Officer, VivaKi Huffington Post, 3 October 11 45
- 46. The issue ofperformance…
- 47. When was thelast time you clicked on an ad…? 47
- 48. 0.1% - averagecampaign click thro’ rate...
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- 51. Age Level Indicesagainst Total Internet Non-Clickers Light Clickers Heavy Clickers Income Level Indices against Total Internet Non-Clickers Light Clickers Heavy Clickers
- 52. Age Level Indicesagainst Total Internet Heavy Clickers Social Networking Heavy Clickers 200 175 150 125 100 75 50 2-11 12-17 18-24 25-34 35-44 45-54 55-64 65+ 2-11 12-17 18-24 25-34 35-44 45-54 55-64 65+
- 53. Natural Born Clickers:Headline Results
- 54. YOU are theNetwork 54
- 55. YOU are theNetwork 55
- 56. YOU are theNetwork 56
- 57. The Inventory Pyramid Premium Known Brand Longer Low CTR & High Conversion tail non- Brand Gaming and Chat High CTR & Low Conversion
- 58. So if it’snot about clicks, where is the value…?
- 59. Major Retailer Enhancing campaign ROI • Goal – Multi-channel home furnishings retailer wanted to gain a deeper intelligence of their customers’ on site activity and use this information to build audience segments that garnered the best Return on Investment (ROI) • Results – ROI improved by 160% when compared to the previous non-targeted campaign – Advanced Targeting Segments out performed Site Re-Targeting by 185% – After revising creative and landing pages to accurately reflect targeted audience, the custom targeted segment experienced a 225% increase in ROI compared to the previously used contextual buy – Main Objective in Campaign was for 10:1 ROI. Total ROI exceeded 30:1 meaning every Euro spent returned €30 in revenue! 6/29/2012 59
- 60. • Test – Test • Test – test 6/29/2012 60
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- 62. So what dothose people really think abiout advertising and targeting?
- 63. Consumers & OnlinePrivacy: 2012 29 June 2012
- 64. Users understand theneed for advertising… How happy, or unhappy, are people to see different forms of advertising on different media? Happy Neither Unhappy 52% 48% 47% 43% 44% 43% 44% 39% 38% 40% 38% 39% 37% 34% 18% 18% 20% 18% 16% 15% 10% TV Channels Radio Stations Magazines & News and Retail websites Search Social Print entertainment Engines Networking Newspapers websites sites Apart from BBC services (which are paid for by the licence fee), lots of media use advertising to enable them to provide you with TV programmes, newspaper articles and websites. To what extent are you happy or unhappy to see advertising on these media, given the services it helps provide? Base: All Adult Internet Users in the last month (2001)
- 65. Only one inten internet users would pay for ad free content 61% expect of people think that a large proportion of the internet would disappear without advertising I expect a large proportion of the internet would disappear without advertising 61% I'm happy to see advertising on the internet because it makes it possible for me to use websites 52% I didn't know that paid for results on search engines mean that I can use them for free 25% I didn't know that advertising paid for much of the content I see online 22% I would be happy to pay for websites that I currently use for 10% Differing perspectives free if they removed the advertising from their sites depending on age 13% - 16-24 None of these 8% 8% - 55+ 65 Websites like Google, Facebook and MailOnline (Daily Mail Online) are able to provide content for you because they make money from advertising. Please choose the statements that you agree with. Base: All adult internet users in the last month (2001)
- 66. Users expect advertisingonline and majority find it helpful Over three quarters of internet users agree that they expect to see advertising on the internet Disagree Neither Agree I expect to see advertising on the internet 5% 17% 78% I notice advertising on the internet 19% 19% 62% Advertising on the internet can be helpful 14% 28% 58% I have purchased a product or service 47% 22% 31% because of an advertisement I saw online A third of people claim to have made a purchase because of an online Ad Still thinking about advertising, to what extent do you agree or disagree with the following statements?. Base: All adult internet users in the last month (2001)
- 67. Ads that givespecial offers are most useful 42% liked 20% liked “Ads that give “Ads that offer me the me special chance to click offers” through and find more info” 30% liked 14% liked “Ads that “Ads that remind me of remind me of advertisements that I’ve products or seen in other media – services that I’m for example TV ads” interested in” 23% liked “Ads that are entertaining and well designed” Which types of online advertising, if any, do you find useful? Base: All adult internet users in the last month (2001)
- 68. Younger users havea greater propensity towards advertising… 16-24 25-44 45-54 55+ 81% 79% 77% 75% 74% 68% 65% 61% 57% 49% 49% 52% 40% 35% 23% 24% I notice advertising on Advertising on the I expect to see Have purchased the internet internet can be helpful advertising on the product/service internet because of ad I saw online % Agree Still thinking about advertising, to what extent do you agree or disagree with the following statements?. Base: All adult internet users in the last month (2001)
- 69. Over half preferto see ads that are relevant to their interests Most internet users would rather see a low number of relevant ads online than a high number of less relevant ones Disagree Neither Agree I'd rather see a low number of relevant ads online than a high number of less relevant ads 7% 34% 59% Rather see advertising online that is relevant to my interests 11% 35% 55% Advertising on sites I visit is usually completely random 20% 35% 45% I accept that for free services companies need access to my online behaviour info 29% 31% 40% Would like to know more about how online advertising is made more relevant 29% 39% 33% Seen increasing amount of relevent advertising 31% 39% 30% Thinking about online advertising, to what extent do you agree or disagree with the following statements? Base: All adult internet users in the last month (2001)
- 70. People are happyto see relevant ads in exchange for quality content Disagree Neither Agree I am happy to see relevant advertising if it means 12% 33% 55% the sites I visit give me quality content I am happy for advertisers to show me relevant advertisements based on my previous web 24% 31% 45% browsing activities Information used to show me advertisements 14% 43% 43% relevant to my interests does not identify me Showing advertising that is relevant to you can be done by using web browsing information. The information used does not identify you as an individual; it just matches categories of online activities (e.g. visiting car websites) with possible advertisements (e.g. for new cars) To what extent do you agree or disagree with the following statements?. Base: All adult internet users in the last month (2001)
- 71. Attitudes to advertising differby age group 16-24 yrs 55+ yrs Happy to see relevant ads if I get quality content 61% 51% Happy to see relevant ads based on browsing 58% 38% • 16 – 24’s happy to see relevant ads in exchange for quality content • Over 55’s less accepting of relevant ads based on browsing history
- 72. Users understand theneed for advertising online • Internet users are generally happy to see advertising across all media • Internet users expect to see advertising online and understand the need for advertising to provide the content they want • The majority think that online advertising can be helpful and prefer to see relevant advertising • Younger age groups are more positive about advertising and more likely to be happy for their browsing activities to be used
- 73. What to rememberfrom my presentation…
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Editor's Notes
- #8 One stop access…Last line:Win – win relationships in both a 1:1 environment and programmatic buying ecosystem
- #19 One stop access…Last line:Win – win relationships in both a 1:1 environment and programmatic buying ecosystem
- #28 One stop access…Last line:Win – win relationships in both a 1:1 environment and programmatic buying ecosystem
- #43 Both target audiences are relevant.One is a factual and broad audience. Does not take into account if they are in-market or any recency factors.The other is based on people who could well be in the market to buy the car. They may be female, they may be 60+ but they are performing actions that make them a much better prospect than simply a demographically-defined audience. Importantly, the key criteria of recent and frequency can be brought into play.
- #61 One stop access…Last line:Win – win relationships in both a 1:1 environment and programmatic buying ecosystem