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Digiday Target Presentation.June.9.2010


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Aston Martin Presentation from last year\'s DIGIDAY:TARGET CONFERENCE in NYC

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Digiday Target Presentation.June.9.2010

  1. 1. DIGIDAY:TARGET CONFERENCE<br />June 9, 2010, W Hotel NYC, NY<br />Audience Targeting Increases Relevance of Digital Ad Campaigns<br />Bill Ussery, Presenter<br />Click here for this year’s event info:<br />
  2. 2. Americas Marketing 2010<br />
  3. 3. Obstacles Facing Aston Martin<br /><ul><li> Strongest Model Line-Up in 95-Year History
  4. 4. Product Launch of 1st ever 4-door model
  5. 5. Relatively Low Brand Recognition in U.S. Market
  6. 6. Aggressive Sales Objectives for New Segment
  7. 7. Significant Reductions in Media Budget</li></li></ul><li>Lead Development and Management<br />
  8. 8. Display + Targeting Tactics= Qualified Prospects<br /><ul><li>Rapide Model Display Ads run across ultra-affluent Lifestyle & Business Channels
  9. 9. Restricted to HHI $250K+ sites
  10. 10. Average HHI of $423K
  11. 11. Geo-targeted to dealer market
  12. 12. Re-Targeting Extension
  13. 13. Creates further awareness of model/brand/event among HNW target audience
  14. 14. Generated 311 leads over 3 months with audience reach and composition “verified” </li></ul>Exclusive Test Drive Offer<br />
  15. 15. How Did Aston Martin Find Their True Audience Reach?<br /><ul><li> Applied offline insights on high value customers to online targeting environments</li></ul>Pre-Defined Customer Data<br /><ul><li> Identified high value general audience attributes to build predictive models</li></ul>Site Insights<br /><ul><li> Leveraged both offline + online audience attributes to define targeting models</li></ul>Reaching Target Audience Across Defined Networks<br />
  16. 16. Assumptions v. Learning<br />Top Performing Sites:<br /><ul><li> Classic & Sports Cars:
  17. 17. 0.54% CTR
  18. 18. Aston Martin Life: 0.43% CTR
  19. 19. Sailing & Yachting
  20. 20. Sailing Magazine: 0.47% CTR
  21. 21. YachtWorld: 0.24% CTR
  22. 22. Tennis & Golf:
  23. 23. World Golf Tour: 0.38%
  24. 24. 0.19%</li></ul>Note: Sites that were compatible with High Impact Placements such as Video or Pushdown Units generated more efficient CPLs<br />
  25. 25. Behavioral Tactical Findings<br />Social Graph Targeting<br />Re-targeting Extension<br />Utilize Affluent Data Platform to identify & reach friends of qualified Aston Martin users with similar consumer behaviors<br />Tracks consumer interest in Aston Martin via banner clicks & site visits<br />Use Social Graph Data to identify 10 closest friends<br />Use data to bring new ads to qualified audience <br />Result: Increased efficiency, effectiveness & scale by 20% <br />Result: Re-targeting technology generated most efficient CPLs; Lifted CTR & overall performance by 5 times<br />In-banner registrations created significantly higher conversion rates<br />
  26. 26. Targeted, Data-Driven Marketing<br />PRE-Defined Audience (customer file)<br />Landing Page /Site Traffic Audience<br />Mobile<br />In-Banner Video<br />Display ads<br />E-newsletters<br />Pre-Roll Video messaging<br />Email<br />
  27. 27. Deeper Audience Insights Fuels Success <br />Measure Audience Reach<br />Measure Audience Engagement<br />Results<br /><ul><li> Delivered 203% of goal for leads on Rapidecampaign
  28. 28. Outperformed Target Cost-per-Lead by 84%
  29. 29. 33% Conversion Rate from Interested User to Highly Qualified Lead
  30. 30. Delivered 3.3 million impressions, exceeding contracted IMP by 278%
  31. 31. CTR= .15%</li>