View
217
Download
4
Category
Tags:
Preview:
Citation preview
3
OUR PHILOSOPHY
Consumer centrism
Authenticity
Efficiency & consistency
Durable & holistic approach
CONSUMERS
1. UNDER- STANDING
2. STRATEGY
3. ACTIVATION
4. EFFICIENCY
And this one to present myself.
Attitude towards advertising(1)
Question Data TV Internet Free Press OOH Cinema Radio Magazine NPTotal 19 17 29 25 19 18 23 20North 15 14 31 22 15 15 20 17South 24 21 27 28 25 21 26 25Total 36 36 39 45 30 29 49 44North 30 35 42 50 31 28 54 50South 44 38 36 38 29 30 42 36Total 54 51 28 25 47 51 28 33North 62 53 22 21 49 53 24 30South 43 49 35 29 44 48 33 37Total 10 6 11 13 11 10 7 7North 9 5 10 13 10 10 6 5South 11 8 12 14 11 10 8 8
Find advertising interesting & something to talkabout
I find some of its advertising OK but quite lots isdevious
Nearly all advertising on/in it annoys me
Often I find its adv. more entertaining than programmes
The effect of using “customer insights”Source: Research Rijksuniversiteit Groningen Netherlands “Behavioral
targeting”, 2010
Customerinsights
• More transactions• Brand loyalty • Relevant offer
• Damage tobrand image • Intrusive offer
Brand
Visitor
Behavioural Online Ad
• Opportunities– Efficiency & Effectiveness– Mid term planning
• Issues :– Local – Technical– Legal
What?
• The collection of data from a computer regarding Web viewing behaviours over time for the purpose of using such data to predict consumer preferences or interests to deliver online advertising to that particular computer or based such Web viewing patterns
Re-targeting on a global level = less waste of €
Copyright 2010 Aegis Media Belgium | isobar All rights reserved
… and surfs on specific (previously
taggued) pagesStep 1
Step 2
This tag will drop a cookie to the surfer
Smartdata Adserver
Later surfers visit a website
?
Adserver needs to deliver an ad now
Solution 1 : surfer has a cookie
Deliver the Ad 1
Solution 2 : surfer hasn’t a cookie Deliver the Ad 2
The surfer visits your website
Adserver checks if the surfer’s computer has already a cookie or not
DATA
16P r o p r i e t a r y & C o n fi d e n t i a l
Standard Retargeting IgnitionOne Smart Retargeting
Understanding True Interest
Car model Ibiza SC
Ibiza Ibiza ST
Visit? Yes Yes Yes
Possible Interest?
1 2 3
Car model Ibiza SC Ibiza Ibiza ST
Visit? Yes Yes Yes
Avg. Time 10 secs 30 secs4 mins 5
secs
Recencylast
monthlast
weekyesterday
Frequency rarely rarely often
Brochure
Requestnever never recent
True Interest
3
? ?Seat Ibiza SC Seat Ibiza Seat Ibiza ST
17P r o p r i e t a r y & C o n fi d e n t i a l
Example Ignition One Smart Retargeting:If a visitor of Seat NL has a high buying propensity..
..and is found within the IgnitionOne Network that has over more than 85% reach in Europe
IgnitionOne will serve a banner that matches exact with the visitors primary interest
IgnitionOne campaign increased the CTR of the banners from 0,28% to 0,97%
SMART RETARGETING
Find users and specific audiences
Find researchers and intent buyers
Target in-market buyers and conquest the competition
Convert known consumers and move highly attractive new customers in order to feed the top of the sales funnel!
Find users who have been to a homepage or product page or have abandoned action pages & drive them to conversion
Profile Targeting
Behavioral Targeting(Broad reach)
Behavioral Targeting(Narrow reach)
Re-Messaging
Display Performance
Aw
aren
ess C
on
side
ratio
n C
on
version
s
Profile Targeting
Behavioral Targeting
Behavioral Targeting
Re-Messaging
Custom Database Targeting & Custom Modeling
Add a Display Performance campaign to convert upper funnel advertisers with a strong call to action
Performance
18
Where does Behavioural Targeting fit?
Web Pages-Type Visit Average Week
1
4
7
10
18
8
9
11
11
18
17
15
31
20
22
16
12
37
44
24
27
50
53
49
35
51
47
51
84
1
1
3
7
6
19
19
18
19
13
15
17
6
18
20
27
32
12
9
32
42
23
24
29
48
39
43
53
80
0 10 20 30 40 50 60 70 80 90
None of these
Gambling
Dating
Other
Cars
Fashion / Style
Health / Fitness
Celebrity gossip
Travel
Personal customised homepage
Local information
Auction
Sports
Price comparison sites
Blogs
Jobs
Shopping
User- made video viewing
School/ University
Maps or directions
Weather
Wiki Sites; e.g., Wikipedia
Films / TV / Entertainment
Music
Personal banking andfinance
Games
News
Social network
Search engines
Women:25-34
Men: 18-24
Contextual targeting is a necessity
Where are the opportunities?
• The fact is that online, interest-based advertising is the only form of advertising that puts the control 100% in the hands of the consumer(..)
• the targeting in question fundamentally depends on a cookie placed on the consumer's computer -- and therefore fully under his or her control at all times.
Jay Habeggeris the CEO of OwnerIQ
Where are the opportunities?
• Efficiency & effectiveness of course– Higher productivity + lower cost– More impact on sales or participation
• Mid term planning– Data holding– Less pushy 1-shot actions
• Client data collection– e-CRM possibilities– Update & relevant data (Behavioural)
Where are the issues? TECHNICAL
• Networks/ Ad Serving (consistency & fluency)
• Family usage
• Cookies deleting
• Source data changes
Where Access The Internet- Regularly(2)
1
1
1
2
3
5
23
49
67
1
5
3
6
20
16
12
71
58
1
0
1
1
0
2
31
56
53
0 10 20 30 40 50 60 70 80
Through your TV
At a library or Internetcafe or Kiosk
Elsewhere
Through your gamesconsole
At school or college or university
Through your Blackberry mobile
At work via a PC
At Home on a laptop
At home on a desktop
Women:25-34
Men: 18-24
Total
Where are the issues? LOCAL
• Change resistance• Lack of offers structure & consistency• Low degree of know-how (agencies & advertisers)
Where are the issues? LEGAL
• There is an increasing drumbeat from government agencies and politicians about the need to regulate online cookie-targeted advertising. The implication is that the market has failed, so the government needs to protect the consumer.
Jay Habeggeris the CEO of OwnerIQ
Where are the issues? LEGAL
Sheppard Mullin
• Efficiency vs Privacy: is Online Behavioural Ad capable of self-regulation?
• The Dilemma : in what began as an innovative way to improve advertising efficiency, online behavioral advertising has spawned “Big Brother”-type fear among watch-dog groups worried about consumer privacy
• how to balance the privacy concerns surrounding the collection of personal information with the need to subsidize the availability of online content through effective and cost-efficient advertising
BAO is about ad message engagement
• Customization of ad contact lowers the cluttering• Media Sales Houses to adapt their offers• Deliver info to business and consumers• Activate transparency via an opt-in mode
Recommended