Acting with speed and intelligence

Andy Mitchell, group commercial directorMailonline, Associated & Northcliffe Media

The story so far

Detailed information before and after a campaign gives fantastic insight into which target markets responded best to the advertising

Detailed information before and after a campaign gives fantastic insight into which target markets responded best to the advertising

< Why A&NY Media >

Transparency< Why A&NY Media >

Transparency

Audience segmentation

•Clear descriptions of what users have to do to be accepted into each of our

audiences•How large our audiences are and how many impressions they can generate

Post Campaign Report

•Breakdown of which audiences, technologies, environments, days of the

week and hours of the day provided most conversions and the best

efficiency•Summary of how the campaign

performed

1.0m people that have shown retail intent in the last week…

1.0m people that have shown retail intent in the last week…

< Tier 1 >

Retail< Tier 1 >

Retail

…became part of the

segment because…

Category – they made 10+ views on retail channels such as Evening Standard > Shop, Delia Online > Shop and Trusted Places >

Shopping in the last week.

Keyword Searches – they searched for retail and shopping related terms such as “shopping

centres”, “high street stores”, “online shopping” in the last week.

Articles – they read 10+ articles indicating retail and shopping intent in the last week.

1.0m people in the Retail audience…

> 1,040,000 unique users> 7.5m page impressions per month

> 1,040,000 unique users> 7.5m page impressions per month

The Numbers:

“sensing demand”

• What is the one brutally simple idea that:

a.clearly expresses A&NY Media’s level of service?

b.accommodates all relevant support points, particularly Market Maker?

c.communicates how A&NY Media’s level of service fulfils these needs?

d.is creatively powerful so as to cut-through the noise?

Ease Results Kudos

S e r v i c e

People Technology

S e r v i c e

More specialist analysts

EthosIntelligent audienceTargeting

Market Maker

collaboration

transparency

care

size

detail

precision

expertise

speed

personal

real-time

optimisation

advantage

• What is the one brutally simple idea that:

a.clearly expresses A&NY Media’s level of service?

b.accommodates all relevant support points, particularly Market Maker?

c.communicates how A&NY Media’s level of service fulfils these needs?

d.is creatively powerful so as to cut-through the noise?

It is difficult to act with both speed &

intelligence

Mailonline/Marketmaker

provides real-time, actionable insight to

live campaigns

Split-second precision

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=+

BRAND TRUTH PROPOSITION

SIMPLE UNIVERSALLY

RECOGNISABLE TRUTH

M a r k e t M a k e r

real-time

IntelligentaudienceTargeting

precision

real-time live

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“Many people believe that they must endure thankless, dead-end jobs just for the money. As a result, these people tend to live their lives in less than ideal circumstances, forever pessimistic and oppressed, yet unsure of a direction in which to change their lives for the better. These are the types of people who often get wrapped up in office politics and 'turf' wars concerning minor details like getting an office with a window or having a secretary do the useless work they previously had to do themselves. These poor people delude themselves into believing they are exercising self-control when in reality they are only grasping at meaningless symbols and trivial items in an effort to boost their flagging self-esteem and convince themselves that they are worth something to society.”

- anon

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