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Agenda
• What is ‘behavioural targeting’?
• New skills required
• Why bother?
• Data and Privacy
• Summary
What is ‘Behavioural Targeting’?
• Targeting ads to consumers whose behaviors indicate that a product category is relevant to them.
• This is not a new idea
Evolving landscape. New skills required
Reaching consumers based on their digital
footprint
NewspapersMagazinesWebsitesTV shows
Context(Inventory Based)
Audience(Data based)V.S.
Behavioural Targeting Techniques
Fishing the pool dry
Finding new pools to fish
Finding the fishes best
friend
Fishing the pool dry
Finding new pools to fish
Finding the fishes best
friend
Behavioural Targeting Techniques
Fishing the pool dry
Finding new pools to fish
Finding the fish’s best
friends
Behavioural Targeting Techniques
Tell us what you think at Facebook.com/PUMA
UK Men 18+
9,119,02
UK Men 18-34
5,736,580
Men 18-34 in London
1,335,800
Men 18-34 in Londonwho like Football
146,280
Men 18-34 in Londonwho like Arsenal or Chelsea
92,360
Social Targeting. Lots of little = big
v.s.
v.s.
760 Premier League Games+ FA Cup + Carling Cup + Europe
+ Championship + 1st, 2nd, 3rd divisions…
Gatwick to AlicanteManchester to Barcelona
From
£59.99From
£63.99
Manchester to Geneva
From
£74.99
Optimising display media to behaviour
123routes
6 Pricepoints
per route
4backgrounds
42images
X = 123,984 adsX X123 6 4 42
RON BT0
1
2
3
4
5
6
7
8
9
10
$1.98
$4.12
Average CPM (USD)
Media owners can turn lead into gold
+108%
Source: Network Advertising Initiative, 2009
RON BT0
1
2
3
4
5
6
7
8
9
10
2.8%
6.8%
Average CPM (USD) Conversion Rate (%)
Clients benefits are even stronger
+143%
Source: Network Advertising Initiative, 2009
Zuckerberg: Yeah so if you ever need info about anyone at Harvard. Just ask. I have over 4,000 emails, pictures, addresses, SNS
Friend: What? How'd you manage that one?
Zuckerberg: People just submitted it. I don't know why. They “trust me”. Dumb f**ks
Privacy? What privacy?
In summary, what does it mean for me?
Agency: New skills needed
Media Owner: Turn lead into gold
Advertiser: Sell stuff more effectively
Consumer: Less irrelevant ads to annoy me
CookieID: 12365473
Browsing History: The Economist, Fortune, IHT, National Geographic, Newsweek, TIME, The Wall Street Journal
Interests: Lots of stuff
Age Bracket: 18 - 24
Work Status: Overworked
Income Status: Underpaid