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CEO Torsten Ahlers vertelt over behavioral targeting
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2. Who is wunderloop?
3. Who is wunderloop?Current geographical footprint Present in 7 European Markets 4. Why Behavioral Targeting? 5. WhyBehavioral Targeting ?
6. Is this the right message? male, 42, interested in soccer, visiting German media website Dress like Germanys next topmodel ... Football With make-up tips of Boris Entrup 7. Is this the right time? Several times the same campaign is shown 8. Is this the right time? Click on the offer 9. Is this the right time? Back to www.nieuws.nl/ Still: The same campaign is shown!!! 10. Why Behavioral Targeting?
11. What is Behavioral Targeting? 12. Behavioral Targeting is one element of the big picture Time Morning/Evening/... Region IP from Spain/Madrid/... Technology Browser, Bandwidth, Plug-ins Contextual Sports Ad at Sports section Typology Interests + Sociodemographics (+ Psychographics) Psychographic Shopping/Decision Type Predictive Extrapolation of missing (sociodemographic) data Keyword Search Keywords or Keywords on web pages 13. wunderloop Integrated Targeting identifies customers interests and needs in real-time 14. Case Studies 15. Case Study eBay Motor Campaign PurposeComparison of the Effectiveness of Behavioural Targeting Campaign Contextual Campaign Car Site C Car Site A Car Site B Car Site D Vs. 16. Case Study eBay Motor Campaign Methodology PHASE 1- Learning PhaseDiscover the 5best performing targets: Phase 2 - Campaign Phase:Based on Phase1: Campaign Phase was divided into 2 weeks Gaming Consoles & Internet GamesANDCar, Traffic and Mobility Gaming Consoles & Internet GamesAND Economy & Finance Real Estate Telecom/Computer and TechnicalANDScience and Technology Car, Traffic & Mobility 2 Phase Approach 17. Case Study eBay Motor Campaign Results Ad impressions CTR (%) 18. Case Study eBay Motor Campaign Results 32% decrease in CPM reaching a 28% uplift in ROI 19. Case Study Microtargeting
20. Case Study Microtargeting BT campaign results in 100 clicks to conversion while2000 clicks to conversion are relfected in ROS campaign 21. Case Study Microtargeting +331% BT campaign reaches a 331% higher ROIthan ROS campaign ROI 22. Case Study Ad recall BACKGROUND
Defined Targets:
23. Case Study Ad recall OUTCOME Higher Ad Recall of Target IT Interestthan originally determined target group! Control Group TG 0 Without Targeting TG 1 IT-Interest TG 2 Family Oriented TG 3 Lifestyle-Interest 24. Questions: [email protected] Thank you!