Behavioral Targeting Across Online Advertising Channels - Monica Seebohm
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Behavioral Targeting Across Online Advertising Channels Behavioral targeting and channel development are some of the two most revenue-focused topics in online advertising today. However, knowing how to target customers and on which channel can be challenging for any business. Learn how to improve in both areas while minimizing upfront expenses, doubling the reach of your online advertising and growing your customer base. * Monica Seebohm, Director of Audience Targeting, West, AudienceScience
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Behavioral Targeting Across Online Advertising Channels - Monica Seebohm
- 1. Online Marketing Summit San Jose, CA | June 18, 2010 Behavioral Targeting Across Online Advertising Channels Monica SeebohmDirector Audience Targeting, West AudienceScience
- 2. WHAT IS AUDIENCE TARGETING
- 3. 3 Audience targeting can identify the best consumers for a specific ador campaign and can be used to effectively reach sales, acquisition, and branding goals
- 4. 4 “Old” Media: Demographics
- 5. 5 The Target Market: Men Age 25-55
- 6. 6 T.V. Show for this Demographic
- 7. 7 Show’s Actual Audience
- 8. 8 Digital Audience Targeting
- 11. Publishers monetize the value of their audience and make more money from undersold ad inventory
- 12. Consumers get a more relevant experienceEverybody Wins 10
- 14. Site retargeting
- 17. Demographic
- 18. Geographic
- 22. What Makes up Targeting? 12 Audience data comes from many places… Online behavior Registration Workplace attributes Searches Ad views Geo/DMA Transactions 3rd party partners Offline data No personally identifiable information is used
- 23. Where Are Consumers SpendingTheir Time Online? 13
- 24. Online Shoppers – Large Percentage of the Online Population 14 Percentage of Online Users 100% 80% 60% 40% 20% 0% Researched and purchased Researched not purchased Purchased not researched Neither researched nor purchased Q: Which statement best describes your experience shopping online in the past 12 months? Source: Jupiter Research/AudienceScience Consumer Survey 2009
- 25. You Have 3 Opportunities to Connect With Online Users 15 Percentage of Online Researchers 100% 80% 60% 40% 20% 0% Once Twice Three times Four times 5 times 5+ times Q: How many separate times would you say you connected to the Internet in order to find information related to your most recent purchase decision? Source: Jupiter Research/AudienceScience Consumer Survey 2009 Q: How many separate times would you say you connected to the Internet in order to find information related to your most recent purchase decision?
- 26. Shoppers More Receptive to AT Ads 16 Percentage of Online Shoppers 100% 80% 60% 40% 20% 0% Behaviorally targeted ads Contextually targeted ads Q: Please Indicate to what extent each statement describes your attitudes: I pay more attention to online ads directly related to my online activity (Contextual); I pay more attention to online ads that fit my specific interests (Behavioral) Source: Jupiter Research/AudienceScience Consumer Survey 2009
- 27. An online user sees more than 1,800 online ads per day, which is an increase of more than 250% since 2004 Forrester Research 2009 It’s a Cluttered World 17
- 28. CREATING AN AUDIENCE-BASED MEDIA STRATEGY BY LEVERAGING YOUR DATA ASSETS
- 29. Crowded and Complicated Landscape Agencies Ad Networks Data Providers Data Exchanges Ad Servers Publishers Media Buying Platforms Ad Exchanges DSPs Buying Process Used to Be Simple Advertisers 19
- 30. Understanding Consumers Drives the Funnel 20 Brand awareness, recognition, and recall are driven by sophisticated consumer insight Brands mustdrive consumers through the funnel, from awareness to action Commoditized and conversion data is simple and easyto access
- 32. Affiliated sites
- 33. Offline database
- 35. Targus
- 36. Nielsen
- 38. Registration
- 39. Commerce
- 40. Offline Data
- 41. E-mails
- 42. Pre-existing or customized audience segmentsAudienceScience Segments
- 43. Connecting the Data Dots 22 In data silos In one unified system Online Behavior &IP Attributes Online Behavior &IP Attributes AdInteraction AdInteraction Online Behavior &IP Attributes Online Behavior &IP Attributes Searches & 3rd-Party Partners Searches & 3rd-Party Partners Geo/DMA Geo/DMA WorkplaceAttribute WorkplaceAttribute AdInteraction AdInteraction Offline Data Offline Data Single View of the Consumer Geo/DMA Geo/DMA Searches & 3rd-Party Partners Searches & 3rd-Party Partners Registrations & Transactions Registrations & Transactions Registrations & Transactions Registrations & Transactions WorkplaceAttribute WorkplaceAttribute Offline Data Offline Data Impossible to build advanced audiences
- 44. An Integrated Audience Platform 23
- 45. HOW AUDIENCE TARGETING CAN WORK FOR YOU
- 46. The Ingredients Audience Data 25
- 47. Advertisers can use simple data to produce basic audience segments With an integrated audience platform, a wider variety of data results in larger, more targeted audiences 26
- 48. Identify Segments of Best Customers 27
- 49. Who Is a Stock Trader? 28
- 51. Segmenting Capabilities Audience Example – Dog Lovers Offline Purchase Propensity – Pet Products Pet Retailers Verified by Third Party Research Offline Registration Data – Dog Owners Catalogues Newsletters Online Dog Shopping Behavior Shopping Sites Dog Enthusiasts Sample: People who read about dogs, searched for information on dog health, used tools to find the best dog breeds Enthusiast Sites
- 53. Leverage multiple data sources
- 54. Different elements of ads optimized based on data and performance
- 56. Increase sales on skechers.com and return on ad spend
- 58. Analyzed impression volume vs. click-through rate to ensure qualified traffic through the Run of Network impressions, and conversion rate vs. eCPA for retargeted SKECHERS visitors (90% retargeting vs. 10% RON)
- 59. SKECHERS was able to continually refine its creative for maximum resultsResults
- 61. If you choose a micro target it should be because you have a very specific creative message for them
- 62. Targeting that costs more than your increased rate of results isn’t worth itIn Order to Move Share, You Need Scale 33
- 64. The Upside Is Way Up. . . 35 Media Consumption vs. Ad Spend, 2009 Note: As a percentage of ad spending on the media channels indicated above only: TV, Newspaper, Radio, Magazines and Online Source: Wall Street research, 2010
- 65. . . .With Many Categories Poised to Transfer 36 Category Share of Total Internet Advertising Spending Source: IAB Internet Advertising Revenue Report, 2009
- 66. Leveraging Targeting across All Marketing Channels 37 It is only the beginning…
- 67. PRIVACY AND THE NEXT GENERATION OF TARGETING
- 68. Navigating the Privacy Waters 39
- 70. The “Cookie” Monster 41 Cookies: small files placed by a website on your computer that serve as an identifier Cookies simplify and improve the Internet experience Give the Internet “memory” Enable shopping carts Remembered login information Cookies aren’t static – sites modify them all the time as you do different things within their domains Allow frequency capping and other targeting, including behavioral They are not scary Easily removable Managed by user Cookies not bad, Cookies GOOD
- 72. Be aware of restrictions (rules) around collection and use of:
- 73. Personally Identifiable Information (PII)
- 74. Sensitive Information – such as sensitive health and financial dataRespect Consumers’ Privacy 42
- 76. Privacy Policy
- 77. Notice near targeted ads (enhanced notice)
- 78. Enable consumers to opt-out (opt-out page)
- 79. Use only non-personally identifiable information (non-PII)
- 80. Do not use “sensitive” information (health, financial, etc.)
- 82. Text/Icon displayed for all OBA ads
- 83. Clicking on the notice provides consumers with more information about OBA and the ad itself
- 85. Even the President Realizes the Value of Behavioral Targeting 46 “Both campaigns also used something called online behavioral targeting, but Obama's team proved better at leveraging its effectiveness. Before, candidates had to rely on stereotyping large swaths of voters and making TV spots to suit; this year they've been able to literally formulate an ad campaign for each individual voter. “ “Both candidates used the Internet to reach voters. But Team Obama mastered the medium early and exploited it to the hilt. Along the way, it changed politics -- and perhaps government -- forever.” How Obama Won It With the Web By: Chris Dannen - Fast Company Source: http://www.fastcompany.com/articles/2008/11/how-obama-won-it-with-the-web.html
- 86. Questions? 47
- 88. We are experiencing a transformation of media buying across channels
- 89. This transformation means a shift to more dynamic, data driven audience targeting and media buying
- 90. Online advertising industry working to protect consumer privacy while delivering relevant services and contentSummary 48
- 91. Thank You www.audiencescience.com Twitter: @audiencescience 49
- 92. Thank You Visit www.onlinemarketingsummit.com for more information Follow us @OMSummit
Notes de l'éditeur
- There is white text not visible to the left of barsAt the request of AudienceScience, Jupiter Research, a Forrester Research company, conducted an independent unbiased study of online consumers on how online tools and advertising strategies fit into shopping behaviors and preferences with respect to shopping (defined as either research and or purchasing products or services online). In November 2008, JupiterResearch designed and fielded a survey to online consumers selected randomly from the NPD US online consumer panel. A total of 2,151 individuals responded to the survey. Respondents were asked approximately 6 closed-ended questions about their behaviors, attitudes and preferences as they relate to online shopping. Respondents received an e-mail invitation to participate in the survey with an attached URL linked to the Web-based survey form. The samples were carefully balanced by a series of demographic characteristics to ensure that they were representative of the online population. Demographic weighting variables included age, gender, household income, household education, household type, region, market size, race and Hispanic ethnicity. Additionally, JupiterResearch weighed the data by AOL usage, online tenure, and connection speed (broadband versus dial-up), three key determinants of online behavior. Balancing quotas are derived from JupiterResearch's Internet Population Model which relies on US Census Bureau data and a rich foundation of primary consumer survey research to determine the size, demographics and ethnographics of the US online population. The survey data are fully applicable to the US online population within a confidence interval of plus or minus three percent.In this survey effort, JupiterResearch worked with its research partner, NPD, on the technical tasks of survey fielding, sample building, balancing, and data processing. NPD is one of the largest market research companies in the US and maintains a general research panel of 4 million individuals, of which 750,000 are kept "active". The active panel receives surveys while inactive panelists are rested. This rotation in and out of active status helps keep panelists fresh and prevents burnout. Panel-based market research enables researchers to have baseline knowledge of each survey respondent, increase survey participation rates, and permit careful rationing of survey fielding to reduce survey burnout.
- We need to help marketers evaluate the many technology choices available. Benefits of an integrated audience platforms--Gather data from many channels, both online and offline, and integrate them into a single anonymous view that drives revenue and increases relevance in the consumer experience--Reach to get your messages out via all available channels makes the most of your audience intelligence and ensures consistency in communication across the board. --Advertisers should select data/technology partners who follow industry best practices regarding gathering and anonymity of data
- Same methodology manufacturers use to create products needs to be applied to how advertisers build audiences. The more thought and analysis advertisers use to create segments, the better their results will be.
- I look at how television has been bought for so long. Large swaths of demographics, largely determined by the content of the program. Isn’t this an attempt at behavioral targeting? Based on the content you are consuming, assumptions are made about who you are and what you like. With online, we can take this rough approximation and create a granularity and accuracy never before experienced.