Insights Presentation: ad:tech New Delhi

INSIGHTS SERVICES: DISCOVERING THE STORY BEHIND

YOUR AUDIENCEANDREW NEWMAN| GLOBAL SR. DIRECTOR, INSIGHTS

WWW.TRIBALFUSION.COM PAGE 2

• Founded in 2001 by advertising technology pioneer Dilip DaSilva

• Part of Exponential Group of online businesses – a technology-enabled media services company based in Emeryville, California

• 450+ employees in 37 locations worldwide

GLOBAL ONLINE ADVERTISING PROVIDER


DRIVING SALES FOR THE WORLD’S TOP BRANDS


• The engine for audience aggregation, insights and targeting on Tribal Fusion

• Hundreds of variables analysed to identify exactly the content with which audiences engage

• Helping us to build advanced topic trees of aggregated audiences

Console & Handheld

Consumer ElectronicsTechnology

Hardware

Information Tech

Software

Camcorders

Cameras

Car Electronics

Home Comms

Mobile Comms

Video Games Computer

Nintendo DS

Nintendo Wii

Sony PS2

Sony PS3

Sony PSP

Mobile Comms

Video Games

Audio, TV & Video

Platforms

ADVANCED ONLINE AD TECHNOLOGY: CONTEXTUALISATION


INTEGRATED AUDIENCE DATA

• Our contextualisation technology provides the platform for the most advanced online advertising dataset for audience targeting

• Deeper, richer audience profilesenabled by the integration of ournetwork data with 3rd-partydata partners

• Data combines:

–Interest

–In-market

–Life-stage

–Occupational

–Purchase history


TO HELP YOU

LEARN – Plan and execute campaigns based on a deeper understanding of your online audiences

REACH – Deliver your advertising to exactly the right audiences at scale

ENGAGE – Drive better results with more relevant, more engaging creative executions


LEARNPlan and execute campaigns based on a deeper understanding of your online audiences


TRIBAL FUSION INSIGHTS SERVICES


How consumers see the internet

WHY INSIGHTS MATTER

How marketers see the internet

Voyage of discovery or voyage of distractions?


We see more people looking for engineering jobs in India than any other profession, so we profiled them.

EXAMPLE 1: MY SON THE ENGINEER

• Cleaning up for job interviews

• Moving on and dreaming big

• Thrifty creature comforts

• Still a kid at heart


Q: Who likes cricket in India?A: Everyone!

EXAMPLE 2: CRICKET FANS

Home & Family content: 11x lift Puzzle Addicts: 12x lift

Astrology Fans: 10x lift

Spiderman toys: 43x lift

Dollhouses: 25x lift


Zovi is a startup in the apparel industry.

• Premium apparel for men and women• Available exclusively on-online• Free shipping anywhere in India, liberal exchange policy

Target Audience: People who buy clothes in India

INSIGHTS IN ACTION: APPAREL


RETAIL IS DETAIL


RETAIL IS DETAIL


RETAIL IS DETAIL


RETAIL IS DETAIL


Tribal Fusion put a pixel on Zovi’s landing page, and saw 500,000 visitors over the course of a month.

We looked at their behaviours across our network, and here’s what we learned about them.

THE ZOVI CHALLENGE: BUILDING A COALITION OF THE WILLING

• Footwear is the anchor purchase. 8 times more likely to visit.• No women’s apparel in the top behaviours. Men at 7x.• Interest in tech startups suggests classic early adopters.• At least as interested in flashy cars as flashy clothes.


ZOVI IN ACTION: MARKETING 101 ALL OVER AGAIN

1. We know the best customers are young, male, and vain. Learn to take advantage of that!

• Extend addressable audiences by targeting sports cars and cutting edge gadgetry, not just fashion.

• If shoes are the anchor purchase, position them in your creative and price them as a loss leader for customer acquisition. Then cross sell/up sell.

2. Plan for the future. When the service goes from early adopter to mainstream, they need to be ready for women, children, and (eventually) the not-so-hip.

• Leverage video and rich media to create brand favorability and purchase intent.

• They will buy when they’re ready, so long as the broad demographic appeal is there.


MEDIA OWNERS

DATA OWNERS

RESEARCH FIRMS

RESEARCH FIRMS

MEDIA AGENCIES

DSP’S

INSIGHTS: EVERYONE SAYS THEY’VE GOT IT COVERED

MEDIA AUDITORSAD NETWORKS


EVERYONE SAYS THEY HAVE LOTS OF GREAT DATA

ANALYSIS

PLANNING

DATA

FIGURING OUT WHAT’S GOOD TAKES THREE STEPS.

1.What’s the data asset?2.How do they make sense of it?3.How can I use this to plan a campaign?


• Drive campaign performance based on new understanding of your customers

• Immediately buy on Tribal Fusion against the audience insights we generate

• Tailor campaign creative messaging and formats more effectively

• On-going optimisation as new data informs evermore effective campaigns

Campaign Data

OptimisedCreativeTargeting

OptimisedPlanning/Buying

AudienceInsights

TURN DATA INTO ACTION: BUY WHAT YOU LEARN


• We use the same data and infrastructure to target and optimise campaigns that we use to describe audiences

• This means planners can identify - in unique detail- the audiences they want to reach…

• … and find & buy them directly through the same platform

BUY WHAT YOU LEARN


THANK YOU