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Richard Mullins, from Acceleration, was one of the speakers at The SpaceStation 2010 roadshow. His talk covered online targeting and looked at how advertisers should use data and reporting to ensure that their ads are appearing in the right place at the right time.
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Right Place, Right TimeOnline Targeting
The Space Station & Acceleration: Combining Strengths
3
Scale
Experience
End User Focus
Service Technical Expertise
Industry Relationships
Tracking: It is all about the data
The key is marketing technology, ad serving and ad management expertise
• Publishers, segmentation and targeting
• Data and analytics will drive marketer budgets• Data and analytics will drive marketer budgets
• Convergence and tracking are the differentiators
• Early adopters, first movers will dominate competitors medium to long term
• Data ownership is non negotiable
Process Outline
Maximize YieldOptimize interaction value
The Space Station can help leverage their unique audience, to build brand and interaction resulting in more profitable business
Grow AudienceBuild and connect
Transform OperationsLay the foundation
Drive Growth& Profit
Extensive Targeting Capability of DFP
Audience Segmentation
DFP Network Structure
Keywords & Key values
Time/Day
Bandwidth
Domains/ISP
OS & Browser
Geo
DFPTargeting
JobsTechnology
Target Your Most Valuable Audiences
Use Boomerang for Publishers to sell valuable audiences when they visit lower-value areas of your sites
Differentiate direct sales offerings to drive more revenue for every page
In-Page In-StreamExpandable Peel-Back Floating
Innovate with Rich Media and Video
DFP IntegrationScalability and robust reporting for advertisers
Innovation LabPartnering to develop innovative new formats
Mobile – Convergence?
Report: Media Detail
Report: Reach and Frequency
Frequency
Reach
Digital Integration
Cross Channel Data Intelligence
Advanced Reach and Frequency Digital MediaFrequency
Cross-Site Duplication
Exposure To Conversion
Digital MediaDisplay Ads & Sponsorships
Performance Advertising
SEM
Social Media
Measurement Spotlight FloodlightAnalytics
BoomerangAggregation