data equals dollars
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Audience data = dollars
How can you use your data to grow your revenue?
Presented by Yali Sassoon, Principle, Keplar, LLP
Twitter Hashtag: #OXwebinar
Audience data
• Why should publishers collect and develop audience data?
• How can publishers collect and develop audience data?
• How can OpenX Enterprise help?
04/10/2023 Audience data 2
Don’t miss! Next OpenX Enterprise Demo Oct 5th at 10 am PST. Go to OpenX.com to register
Audience data is valuable
04/10/2023 3Audience data
2009 2010 2011f0
1
2
3
4
5
6
7
8
6.16.4
6.7
1.5
2.2
2.9
Display ad spend per year on websites and au-dience segments, 2009-2011f
WebsitesAudience segments
Dis
play
ad
spen
d, U
SD b
illio
n
CAGR2009-11f
5%
39%
Where the growth is
Source: The Jordan Edmiston Group IAB Mix 2010 report (Sept 2010)
Publishers should leverage audience data
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Direct relationship
Knowledge of audience
• Audience insights drive product development already…lots of experience to draw on
Audience data
• Audience publisher relationship is direct
• Audiences are comfortable with data collection from publishers
+
Use audience data to grow revenue
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Grow sell-through
rates
Grow CPMs
• Better response rates means advertisers are willing to pay more
• Make ‘run-of’ or secondary inventory more targeted and attractive
Audience data
How do I develop my audience data?
• Start with what you already know of your audience
• Take a hypothesis-led, iterative approach to developing your audience data
• Work in partnership with your advertisers
• Use 3rd party data to develop your 1st party data
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What do you already know about your audience?
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Tacit & anecdotal knowledgeFormal, quantitative knowledge
CRM BI Web analytics
Examples:
• People who spend time reading the financial section after 11am are more likely to be wealthy senior business people or wealthy individuals
Form an initial hypothesis
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Hypothesis Design
Analyse Test
• Customers who are referred to an auto site from an affiliate site are more cost conscious than those referred from other sources (e.g. review sites, car magazines, search)
Design a way to test your hypothesis
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Hypothesis Design
Analyse Test
1. Use your data to define an audience segment (“test segment”)
2. Define a control group
3. Decide on one or more ad campaigns to test
4. Decide how to measure the response of the test segment against the control segment eg:
• Click through rate (Limited)
• Brand impact / awareness
• Index against a 3rd party vertically-focused metric (e.g. propensity to buy a luxury car)
Run the test: run campaign against two segments (1/2)
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Hypothesis Design
Analyse Test
1. Segments defined in ad server
MY WEBSITE
Consumer Web browser
Publisher website
COOKIE ID AD CREATIVE
PUBLISHER SYSTEMS
Ad server
1. Consumer enters website
3. Ad server determines if
user is in target or control
segments and serves ad
accordingly
2. Ad request made to ad
server, includes web page,
visitor geoIP transmitted to
ad server
4. Consumer shown ad
Run the test: run campaign against two segments (2/2)
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Hypothesis Design
Analyse Test
2. Segments defined in separate system
MY WEBSITE
Consumer Web browser
Publisher website
COOKIE ID
PUBLISHER SYSTEMS
CRM Ad server
1. Consumer enters website
2. Publisher system (e.g.
CRM) determines if consumer belongs in a
particular target or control
segment
3. Cookie dropped on browser to identify the consumer
as belonging to
particular audience segment
5. Ad request
made to ad server,
includes cookie ID
4. Cookie identified on consumer’s web
browser
COOKIE ID
6. Ad server responds by targeting ad (based on cookie ID)
and sending the
appropriate creative to the website
AD CREATIVE
7. Consumer shown ad
Analyse the results
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Hypothesis Design
Analyse Test
• How did the audience segment perform relative to the control group?
• Significant difference in response rate / brand awareness / index relative to vertical indices?
• Consistent differences? (E.g. across different ad campaigns / parts of the site / geographies / other variables?)
• How valuable is the segment to advertisers?
• Are there ways to grow its value e.g. introduce new criteria?
Iterate the segment -> develop new hypotheses
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Hypothesis Design
Analyse Test
• How big is the segment?
• Are there ways we can expand its size? (E.g. introduce broader criteria, or look for similar characteristics elsewhere?)
Work in partnership with advertisers throughout the process
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Hypothesis Design
Analyse Test
What audience segments matter to your advertisers?
What test results would impress an advertiser?
Are the results compelling for your advertisers?
Use 3rd party data to augment 1st party data
• Identify more highly targeted segments– Users that match criteria defined using
combination of 1st and 3rd party data e.g. Regular visitors to my site (1st party) AND 21-35 year old female (3rd party)
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• Validate segments created using 1st party data
– Index segment generated using your 1st party data against a 3rd party source trusted by your advertiser to demonstrate the value of your new segment
Live Demo
Audience Segmentation
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