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Innity deck for ad:tech Singapore.
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Hitting the sweet spot – Finding the right audience and getting them truly engaged
Stanley Lim – Regional Director Arshad Rahman – Regional Director
Innity Corp
Standard Targeting Geo Frequency Black List Topic Targeting Site Targeting OS/Browser Time Targeting
Propriety Predictive Targeting Topic Interest
Propriety Social Demographic Birthday/Age Education Connection Relationship Workplace
And then we maximize with re-targeting..
Your Website
Your ads on other sites
Your Audience
Return visitors
AD
Imagine this
Stanley’s Games E-Store
Left without doing anything…
Get Games @ Stanley’s Game Store
And then… retargeting starts
Stanley’s Games Club Join our club and check
out our top seller
Add to wish list
Retarget again…
Stanley’s Games Promo Page Discounts
on Assassin’s
Creed Collection
Purchase is made
And again…
Stanley’s new related game page If you like
Assassin’s creed, you
will love this!
Cross sell other related titles
But retargeting can do more than that…
No Intent
Landing Page
Inside Pages
Conversion
Advertising/Search
Create intent
Retarget Cross sale other relevant products
Retarget Promote special discount on the same product
Retarget Introduce new product Product | Info | Cart | Form
Buy | Sign up | Apply
Brand site | Microsite
Bulk Buying Impressions Targeting large audiences by
category
Real Time Bidding Pay PER impression
Pay for the right audience at the right time
Likes reading
Likes gadgets
Electronics?
How Real Time Bidding REALLY Works
AD
User visit site How much will you pay for this impression?
For this imp… I’ll pay CPM @ $1.50
RTB For this imp… I’ll pay CPM @ $0.50
For this imp… I’ll pay CPM @ $1.00
Real time Auction feature
2
Impression occurs 1
Winner 3
0.05sec
Faster than the blink of an eye: Prediction Engine
Publisher Domain Ad Placement Content Category Geo Region Time of Day Day of Week Frequency for Sites Frequency for Creative Recency for Creative Device (PC, Smart Phone, Tablet…) Browser *Example
Brand Safety + Targeting Strategies URL checked to ensure Brand Safety Filter requirement in order to determine target accuracy
Bid Strategy Machine Learning Algorithm Impression Optimization Bid Optimization Creative Optimization
0.14% 0.06% 0.31%
0.22%
AD AD
AD
AD Bid Response
User visit site
AD
Bid Request
Consider this ecosystem
First
Second
Third
Aggregates
Integrates
Manages
Deploy
The 4 V of data
Insights
Let’s look at it again..
Gender, Education, Age, Interest Psychographic
Context Consumption
Geo, Browser, OS, Time of day
Aggregate (Data Sources)
Integrate and Manage (DMP Applications)
Deploy (Use Cases)
Storage / Warehousing Normalization
Selection / Segmentation Analytics & Decisioning
Core First-Party / Behavioral
Digital Data
Third-Party / Behavioral Digital Data
Emerging “Traditional” Offline
Data
Transaction Data New Data Sources
Core Collecting and managing
independent feeds of digital data Empowering deeper,
more insightful customer analytics
Powering targeted online advertising
Developing rich, actionable audience
segments for expanded media sales
Emerging Optimizing the digital
customer experience Integrating disparate
data sets—both “traditional” and
digital—to drive rich, multichannel customer
communications
Execution Tools: Targeting, Content Optimization, Media Buying, DSPs/SSPs, Campaign Management, Yield Management, etc.
Source: Winterberry Group
Aggregate (Data Sources)
Integrate and Manage (DMP Applications)
Deploy (Use Cases)
Tweet business
trend
Interested in football
Watches korean movie
Respond to discount voucher
First-Party / Behavioral Digital Data Third-Party / Behavioral
Digital Data
It’s BIGGER!
Finance
Ad
HR
IT
Supply chain
Sales
So what’s the big idea?
What sparked the idea?
Publisher Advertiser
Data leverage - Strong
Data leverage - Weak
How do we act on the idea?
AD
Why do we act on the idea? Remember the 4 Vs..
Volume Velocity
Veracity Variety
4 Vs Which inspired us to
a 5th V:
VALIDATION!
Data + Targeting + Algorithm
Data/Insights
Targeting
Algorithm
Are we getting sidetracked by an Obsession with Relevance?
© 2012 Innity Corp. All Rights Reserved.
Whether we're shopping for corn flakes, concert tickets or a honeymoon in Paris, the Internet has changed
how we decide what to buy. We call this online decision-making moment the Zero Moment
of Truth -- or simply ZMOT. - GOOGLE
© 2012 Innity Corp. All Rights Reserved.
© 2012 Innity Corp. All Rights Reserved.
New sources of information Aside from press, media & analyst, they are also relying on the crowd, and their
friends. Soon augmented reality will allow for new data forms we’ve not yet seen.
© 2012 Innity Corp. All Rights Reserved.
New forms of media The channels as we know them - Paid
Owned and Earned are starting to intermix. This is the result caused by new
forms of media impacting them. Social websites have social ads, lending content
and advertising a new form.
© 2012 Innity Corp. All Rights Reserved.
New screens Traditionally we’ve thought of TV, Laptop, and Mobile, but now we must factor in a tablet experience (which is different than
the aforementioned) and with Google Glass augmented reality coming, that will
be a fifth screen to build a strategy for.
© 2012 Innity Corp. All Rights Reserved.
The Relevance Scale
Relevant to Current Customers
Relevant to Potential Customers
Relevant to Any Who Interact w/
Potential Customers
The Relevance Scale
Relevant to Current Customers
Relevant to Potential Customers
Relevant to Any Who Interact w/
Potential Customers
Get Here
© 2012 Innity Corp. All Rights Reserved.
Awareness
Consideration
Favourability
Loyalty
Action
Target Audience/Influencers
Prospects
Customers
Advocates
Premium Branding
Audience Engagement Solutions
Real Time Bidding
Social Media
Targeting each persona at every stage of the funnel
MEDIA
CREATIVE
Where?
When?
What? How?
APPROACH.
Experience the all new BlackBerry Q10
PLEASE check out the all new BlackBerry Q10
Think your phone is better than the all new BlackBerry Q10!?
0.1% 0.2% 0.3%
CONTENT.
Click!
BBM Video with Screen Share
Creative A
Audience 001
Audience 002
Audience 003
Click!
Creative A
Creative B
Creative C
Creative D
Audience 001
Audience 002
Audience 003
BBM Video with Screen Share
BBM Video with Screen Share
BBM Video with Screen Share
Click!
Click!
Click!
ENGAGE.
ENGAGE
What my aunties think it is What Stanley thinks it is
What social media marketers think it is
What my friends think it is
Higher Value
Lower Value
Engagement Value Continuum
Hierarchy of values for engagement Source: Digital Impact, by Vipin Mayar and Geoff Ramsey
Extend
Create
Share
Request
Respond
Interact
View
Widgets, Download Apps
Profiles, Upload Pictures
Send to Friend, Social Media
Signup, E-mail, Coupon, WTB
Rate, Vote, Add Comments
Play Videos, Demos
Content, Pictures
“Tell me and I’ll forget; show me and I may remember; involve me and I’ll understand.” - Chinese Proverb.
http://www.comscore.com/Insights/Press_Releases/2012/4/For_Display_Ads_Being_Seen_Matters_More_than_Being_Clicked
Ad viewability and hover time are more strongly correlated with conversions
Extend
Create
Share
Request
Respond
Interact
View
Source: theatlantic.com
BloggerFest
On-ground Activation
Roadshows
Campaign X Print
Ambient/OOH
Mobile Ads Mobile Site+App
Conversation Management
Grand Prize
Daily Prizes
Features Microsite
Get Started
Social Activation
Web Ads
Facebook Page Social Ads
Search Ads
1 x engagement >
3 2 1
Lightbox Ad
“If you can’t measure it, you can’t manage it.” -Peter Drucker - Tom DeMarco - Lord Kelvin - George Odiorne - Greg Thurman
© 2012 Innity Corp. All Rights Reserved.
Established in 1999
Certified
1st to be listed as an Online Marketing Company
Advertising Provider for Facebook Platform
Ranked No.1 Leading Ad Network in SEA
Ad Verification, Optimization and Brand Safety
Certified Rich Media & Ad Network Vendor
150 Dedicated Staff | 8 Countries
View our demos: http://network.innity.com/2012/
Contact us: [email protected]
