Targeted digital ads using data points

Clearly, digital marketing is very important for brands

And clearly brands are able to easily deliver one message to many people

Such as…

How do we ensure that spillover is minimized and we reach as specific an audience as possible?

Rather, how can we be more relevant to users?

For this, let us consider new-age internet.

It’s all about convenience

And many times, these websites have a lot of information about us – much of which is voluntarily input

This is where we can use user data points

Targeting users by specific points on different websites will be more effective

Data points: information that a user inputs on an app or website.

It could be anything – from name, to location to the various transactions on the app

Let’s say Baskin Robbins wants to advertise about it’s newly opened shop in Parel

Marketing Agency

Data of users who travel to Parel regularly

Brand Platform

Broad categories of Apps/Websites considered

Travel

News

E-Commerce

Food

Travel

Food

E-Commerce

News

Entertainment and music

Matrimonial

Real Estate

Health and Fitness

Let’s look at few examples in detail…

Data Point : Frequently orders South Indian food

Ads of content offerings in SI languaages

Matrimonial sites

Families, students, working professionals from South India

Working professionals of South Indian origin

Families, students and working professional of SI origin

User Profile Type of brand How they can target

Ads highlighting large number of SI profiles

Ticket booking sites

Regional TV channels and News sites

Target ads of South Indian movies in nearby theatres

Data Point : Orders pizza on Fri regularly

Pizza brandsYoung guy, looking to take a break or eat out on Friday with buddies


Push an offer on Thursday to entice him to buy

Data Point : Frequent orders from an office location

Errand servicesPerson looking for convenience


Get your errands done easily while sitting in office

Data Point - Frequently books tickets to well-known international destinations in groups of 3-4

Large hotelsFamilies


Target ads of special offers, such as discounts or complementary

facilities for eg. kids playroom

Data Point - Books tickets to adventure destinations like Uttarakhand, Leh / Ladakh, etc.

DecathlonAdventure seekers


Target ads of trekking and camping products

A quick look at other brands

Medium Data point

• Calorie counter app: Veg food only• On a weight loss program

• Ola : Same route• Frequently avail discount vouchers• Frequent booking on different routes

• Practo app: Frequent dermat / cosmetologist appointment

• Search for diabetologist

• 8Tracks: Workout playlist• Jazz music

Medium Data point

• NewsHunt: Particular language• Particular language in other cities

• Flipkart: 3G phones• Searching for tech products

• Shaadi: Reduced activity• Hasn't logged in for 4-5 years• Religion• Mother tongue

Advantages๑ For the brand – More relevant audience, leading to better CTRs

๑ For the app / website – Another means to generate revenue, potentially

๑ And for the user – More relevant ads

๑ For the agency – a chance to be creative with targeting, will throw us in better light from a strategic perspective

Possible hurdles on the way๑ Misuse of information (For eg. Insurance companies charging premiums

based on data about user lifestyle)

๑ Difficulty in segregating the relevant data from non-relevant data

๑ Increase in costs as well as the execution time of the campaign for the brand

What this means for Indigo Consulting

๑ This is basically to start a new way of thinking within the agency

๑ Think of such media innovations while ideating for pitches / campaigns for clients (and then taken forward depending on how strong the idea is and feasibility)

๑ When we come across a new website for our personal use, think about how it can potentially be used for a brand – any brand

๑ Potentially, awards in the media innovation / partnership space

Thank You!

Appendix

Ola Cabs

DATA POINTS HOW BRANDS CAN TARGET

Frequent booking on the same route

• Fast-food joints, Cafes, Ice-cream parlours on that route can target frequent travelers

• Brands that offer stability, trust as value proposition – like Banks, Insurance companies, Jewellery

Frequent booking on different routes

• Newly opened Cafes, Restaurants can target these people

• Advertise amusement parks, upcoming events (Tie up with a BookMyShow, maybe)

• Youth, adventure and fun brands can target since these people are likely to be youngsters who like exploring places

• Mid-range clothing brands can target ads since target customers are likely to be college going student

• Hair saloons/Gyms can use these data points to target the youngsters

Frequently avails discount vouchers/Only Books mini or Kaali Peeli cabs/Can wait for the

cab

NewsHunt


Frequently used language to read news - Regional

• Television channels with regional content can target this segment

• Matrimonial websites can offer customized ads for people to get married in the same caste, region

• Amazon/Flipkart can target region-specific clothing brands

Genre of Newspapers read – Business/Politics• Financial market news apps/magazines• Business phone brands like Blackberry• Business suit brands/High end watch brands

• Personal grooming/well-being brands can target like shampoos, face-creams etc

• Mid/High end clothing brands• Fitness product brands and gyms can target this

segment• Chocolate brands

Genre of Newspapers read – Movies, Gossip, Lifestyle

Genre of Newspapers read – Sports, Lifestyle

• College/Institutes can target this segment since this segment is likely to be read by youngster

• Gadget brands, mobile and mobile accessories• Gyms and Fitness centers

Hotstar App


Nature of content frequently streamed – Sports/English TV shows (Language – English)

• Brands targeting the youth – Deodorants, watches, mobile phones etc

• Internet service providers can target the high data usage nature of such apps sell data packs to the youth

Nature of content frequently streamed – Hindi TV Shows (Language – Hindi)

• Jewellery, Saree brands can target this section since customers are likely to be middle aged females

• Relatively low-cost mobiles like Lava/Micromax can target this section

• Home Furniture/Décor brands can use this platform to advertise since consumer is likely to make buying decisions about home furniture

• Hair and Skin care brands like Lakme, TREsemme can target this segment since consumer is likely to be young looks conscious males/females

• Youth centric brands – Deadorants, watches, mobile phones

• Chocolate brands can use this medium to target the youth

Nature of content frequently streamed – Hindi Movies

Shaadi.com


Signed up recently/High recent activity, Searches on the website

• Beauty/Wellness/Gym brands can target this segment since the target customer is looking to get married using banner ads

• Travel/Tourism brands (State/Country Tourisms, travel accessories etc) can either target people for going on a bachelor trip before tying the knot through banners ads on the site

Activity reduced since 5-6 months (Assumption: Getting married)

• Travel/Tourism brands (State/Country Tourisms, travel accessories etc) can either target couples for a honeymoon trip through mailers

• Home furniture/Decor brands can target this segment since the segment is likely to buy new furniture after marriage (mailers)

• Personal grooming brands (through mailers)

• Travel/Tourism brands offering fun and family vacations can target this segment through mailers/text messagingDoesn’t log-in anymore, Sign-up 5-10 years

back


Sign up data point - Age

• Age (20-30) – Fitness brands and Gyms, Bars and Restaurant, Food and drink apps, Saloons and spa brands, Personal Loans and Life Insurance, Cooking recipe apps

• Age (30-40) – Fitness brands and Gyms, Cooking recipe apps/books,

Sign up data point - Religion

• Religion (Christian) – Amazon can sell Christmas trees, Easter bunny costumes, Makemytrip can offer customizes vacations during christain festivals,

• Religion (Sikh) - Flipkart/Amazon can offer Punjabi movies and music, Gym and fitness products

• Religion (Hindu) -

• Regional language news channels, websites, apps• Language converter apps since the consumer might

not be familiar with language other than their mother tongue

Sign up data point - Mother Tongue

Makemytrip.com


Frequent International traveler (to a same or a different country)

• High-end phones like I-phone and Samsung • Travel brands like backpacks, luggage bags etc• Famous hotels/bars/hangoutplaces based on the

country/city frequently traveled• Clothing Brand depending on country frequently

traveled• Reading devices like Kindle etc can be targeted by

Amazon, Flipkart

Frequent domestic traveler (to the same city)

• Famous restaurants/hotels/hangout places in the city frequently visited

• Helping navigation devices like to the city visited ( etc m-indicator)

• Handy personal grooming brands etc

• Digital camera brands can target this section since user is likely to be on vacations frequently

• Family TV shows • Camping and trekking products

Frequently looks for holiday/Flight + Hotel packages

Calorie Counter


Frequently inputs variety of veg food

• Vegan food product brands can target this segment since consumer is likely to be a vegetarian

• Gyms/ Fitness Centers can target this segment since consumer is likely to be a fitness enthusiast

• Veg restaurants can target this segement

Frequently inputs non veg food

Frequently Inputs details for exercise plans

• Non-veg food product brands can target this segment since consumer is likely to be a non-vegetarians

• Gyms/ Fitness Centers can target this segment since consumer is likely to be a fitness enthusiast

• Pure non veg restaurants can target this segment

• Low-calorie food products can target this segment since consumer is likely to be fitness conscious

• Health supplement brands can target this segment of people

• Gyms/ Fitness centers can target this segment since consumer is likely to go to gym

Oyo Rooms


Frequently booked hotel in same city

• Standard rate cafes/restaurants nearby the use• Cab/Taxi services of the city where the hotel is

booked or services offering car/bikes on rent• Bookmyshow can offer list of upcoming

events/plays/nearby theatres to the user of the city hotel is booked

• Travel brands like American Tourister/VIP can target this segment

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Frequently booked hotel in different city

Frequently books for a large group (5+ people)

• Newly opened Cafes, Restaurants can target these people

• Youth, adventure and fun brands can target since these people are likely to be youngsters who like exploring places

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• Bookmyshow can advertise upcoming adventure, fun events happening in the city considering the user is likely to be on a vacation

• Redbus can offer group booking offers on travel back and forth to the city user is travelling

Practo App


Frequently looked for/took appointment of a Dermatologist/cosmetologist

• Mainstream skin care brands like Lakme, Lo’real can target adds to these customers

• Niche herbal/ayurvedic skincare brands can target this segment

• Gyms, Fitness/Yoga centers, Saloons can target this segment through banner ads since user might be looking at methods to rejuvenate their skin

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Frequently looked for/took appointment of a cardiologist/Dietician

Frequently looked for/took appointment of a Diabetes/Diabetologist

• Cooking oil Brands like Saffola, Fortune, Dhara can target this segment since

• Fitness & health apps like calorie counter, workout scheduler can advertise to this segment

• Amazon/Flipkart can target exercise equipments• Healthy food products like musli etc.

• Niche products like Sugar-free, Coke Zero• Bigbasket, veggies.co.in can target vegetable

healthy for Diabetic patients• Food product brands specific to Diabetes patients

can target this segment of people

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TinyOwl (Food Ordering App)


Type of food frequently ordered – Junk/Fast Food

• Gadget brands like Apple/Samsung can target this segment since the user is likely to be a techno-savvy youth btw 15-24

• Bookmyshow can advertise upcoming events/movies

• Internet service providers can advertise customized plans for this young audience

Nature of food frequently ordered – South Indian

Nature of food frequently ordered – Vegetarian

• Regional TV shows and News websites offering content in South Indian languages can target these people

• Matrimonial sides can advertise high number South Indian profiles present on their website/app

• BookMyShow can target ads of South Indian movies

• Pure vegetarian restaurants since a vegan usually prefers a restaurant that doesn’t make non-veg

• OLX can target ads for pet adoption to this segment• Flipkart/Amazon can target female clothing and

accessories since more females are likelt to be vegans

Indiatimes.com


Frequently visited website pages – Business/Tech

• Gadget brands link Apple, Samsung can target this section as well as other tech brands

• Automobile brands since the segment reading this section is likely to me male interested in automobiles

Frequently visited website pages - Entertainment/ TV

• Upcoming TV shows/ Upcoming Movie banner ads that redirects user to the website

• Personal Care Products hair care, skin care products• Hangout spots, cafes• Online recharge websites and apps• like freecharge, PayTM etc

• Travel brands like Wildkraft, American Tourister can target this segment through banner ads

• Apps like Oyo rooms etc offering budget hotels across the country can target ads to this section

• MakeMyTrip can offer ads of schemes, packages on their websites

Frequently visited website pages – Life and Style/Travel/World

FlipKart


Searched for I-Phone/Samsung + Looked up at premium brands of watches

Looked up at premium bag brands + Searched for brands of toys + searched for Intl. make up

range

• Luxury spas/saloons/wellness centers• High end female clothing brands• Jewellery brands like Tanishq, Nakshatra since

consumer is likely to be a married female in her mid 30s

• Motor bike brands since consumer might be youth who’d want thrill/adventure

• Sports Team jerseys and equipment since the target consumer is likely to be in age group of 15-25

• Production Houses can target upcoming movies to this group since consumer likely to be interested in that segment

Frequently searches for Gaming consoles + Music and movie shows + casual clothing

range (Mid to High end)

• Luxury Car brands like Audi/Volkswagon can target this segment since user may be in the high income bracket

• Luxury spas/saloons/wellness centers• High end men's clothing brands like Gucci, Armani• Travel/Tourism brands and services offering trips

Bookmyshow.com


Only looks for/buys movie tickets – (bBuys 4-5 tickets/Premier Class tickets on prime days)

• MakyMyTrip/Yatra.com can target family/group vacations both within India and abroad since user is likely to be high-income person with a family/group

• Cab services can customized offering family trips to vacation spots outside the city

• Family restaurants /bars offering dinner or hosting parties can target this segment

Only looks for/buys movie tickets – (Buys 3-4 together/Cheapest tickets, avails discount

offers, on non-prime days)

• Phone Brands like Micromax, Lava can target this segment since consumer is likely to be college students

• Jabong/Snapdeal etc can target ads of mid range clothing brands like Wrangler, Levis to this segment through banner ads

• Gyms/Fitness centers can target this segment since consumer is likely to be btw 18-30

• Sports Bars nearby the user can target them through banner ads since consumer is likely to be interested in sports

• Flipkart/Snapdeal etc can target ads of sports team merchandise specific to user activity on the website

Only looks/buys sporting event tickets - IPL, ISL, Mumbai Marathon tickets

Olx.in


People who have posted ads to sell off Gym/Fitness equipment

• Gyms/Fitness centers can offer ads targeting to this segment throwing the idea of start gymming again using their workout schedules

• Fitness/Health apps like calorie counter for people who wish to stay fit though a diet

• Cycle Brands can target this segment as people might want to work out outdoors

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People who have posted ads to buy/sell vehicles – cars, motorcycles, scooters etc

• Banks offering vehicle loans since the user might be looking to avail loans for a bigger car/motorcycle etc

• Logistics companies since the user might be relocating soon

• Automobile brands can target this segment since the user would want a new car

• Cab/Taxi services can advertise since user is likely to be without a vehicle for a while

• Primary schools near the user can target this segment since the user might be looking for a school the kid

• Cycle brands for kids can advertise on this section• Nutrient brands like Horlicks/Bournvita or summer

products like Dabur Glucose/Tang can target this section since the kid might be grown enough to use them

People who have posted ads to sell baby products – strollers, carriers etc

ESPNCricinfo.com


Only follows Indian cricket - (Only Intl T20 and ODIs and IPL) – looks up at only scorecards, and match summary of India’s ODI and T20

games

• Amazon, Flipkart can target ads of customized Indian cricket jerseys, caps, mugs, bags etc

• Brands like Nike can target ads selling ICT branded cricket equipment like bats, shoes, pads, jerseys etc

• General men brands such as watch brands, sports shoe brands, travel brands can target this segment

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Follows every cricket team of Cricinfo –frequents every match review, previews,

opinion articles

• Brands like Nike can target ads selling cricket equipment like bats, shoes, pads, jerseys etc

• Amazon, Flipkart can target customized products branded with content of cricket boards across the world

• BookMyShow/Kyazoonga can have banner ads offering people to buy match tickets for upcoming games

• Bookmyshow can target ads of upcoming stand up acts happening nearby the user (eg. Andy Zaltzman’s India Tour)

• Fun mobile apps like Dubsmash can target this section of user

Doesn’t spent much time on home page – Heads straightaway to Page 2

99acres.com/Magicbricks.com


Frequently looked up for/Bought residential property

• Furniture brands like Godrej Interio can target this section through banner ads /mailers

• Electronic appliance brands like LG, Samsung can target ads for TV, Washing machines etc

• Restaurants/Cafes offering home delivery services can target this segment through banner ads

• Food delivery Apps like Foodpanda, Tinyowl

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Frequently looked up for/ Bought office space

• Office supply stores like ithinkstore/zoffio can advertise to this section using banner ads/mailers

• Courier services like DHL, Bluedart can advertise using banner ads/mailers as well as Pickup and delivery services like MyPeon

• Restaurants/Cafes offering delivery services can target this segment through banner ads

• Food delivery Apps like Foodpanda, Tinyowl can target this segment through banner ads

• MakeMyTrip can offer vacations to foreign countries like Europe/USA, since consumer is likely to have high income levels

• Interior Designers search websites like Zingyhomes can target this segment since user can afford a interior designer

Bought residential property worth 3 + crores

Sharekhan.com


Safe (steady Income) Portfolios - Investments in blue-chip companies + has diversified

investments

• Magicbricks/99 acres can this section advertise about residential property

• Brands that offer stability, trust as value proposition – like Banks, Insurance companies, Jewellery

• Makemytrip/Yatra.com can advertise the Tourism of states/countries offering a comfort as a VP – Kerela, Great Britain

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Risky Portfolios - Investments in companies at early stages of growth + ones having a unique

value proposition

• Makemytrip/Yatra.com can advertise the Tourism of states/countries offering a adventure as a VP – Goa, Leh, South Africa, New Zealand

• Newly opened Pubs/Bars/Restaurants in the users city

• BookMyShow can advertise events like Fun, adventurous events to this segment of users

• Upcoming Fashion Label offering new-age clothing range can advertise to this segment since consumer is likely to be experimental in nature

• Zomato can target ads of niche/off the grid restaurants, bards, pubs

Speculative Portfolios – Investments in technology or health care firms in process of researching a breakthrough product + junior

oil company which is about to release its initial production result

8Tracks.com(Streams user-curated playlists)


Type of playlists most frequently played - Workout

• Amazon/Flipkart can target ads gym/fitness equipment to segment since user is likely to be a fitness conscious who goes to gym

• Jabong/Myntra can target ads of Gym clothing • Health supplement brands can also target ads of

their products since consumer could be interested in them

Type of playlist most frequently played - Oldies

Type of playlist most frequently played – emo/techno/EDM

• Socializing forums like Meetup can target ads to this segment since user is likely to be in his/her middle age

• Saloons/Spas can target middle aged females through

• Practo can advertise about its services to this segment

• Gadget brands like Apple/Samsung/Microsoft can target ads to this segment since consumer is likely to be young, techno savvy

• Youth brands like Happilyunmarried, bewakoof.com etc

• Dating Apps like Trulymadly, Tinder