rocket fuel: programmatic advertising - extreme personalization in digital marketing

MARK TORRANCE, CHIEF TECHNOLOGY OFFICER

Extreme Personalizationin Digital Marketing

ARTIFICIAL INTELLIGENCE

Ad Tech Company (public, 1000 staff, $450mm rev)Customers = 1500+ Agencies and Large MarketersMinimum spend = $10,000Channels: Display, Video, Mobile, FacebookDirect Response + BrandRetargeting + ProspectingDynamic Creative + Site PersonalizationDSP and/or DMPSaaS or Managed Service

Automatic performance optimizationMachine learning, “moment scoring”To bid on 90 billion opptys dailyYou design the creative

Extreme Personalization

•Most marketing: one-to-many

•Targeting is overly broad

•Marketers AB test just a few options

Extreme Personalization

•But people respond differently in different contexts•Time, Context (site or app), Home/work/travel

•Format (video, display, search), Device

•And they respond to different messages• Interests, Behaviors, Readiness to be influenced or buy

•“Buttons” to push that influence how they respond

•Emotional, Psychographic, Personal triggers

• Images, Colors

Data

Data

•Third Party Data

•First Party Data from online (web, app interactions)

•First Party Data from offline (DMP, onboarding)

•Bid Request / Behavioral Data

Demo: Audience Inspector Segments

Creative Metadata

Creative Metadata

•What do we know about the content of the ad?

•Text, offer, product, messaging

•Colors, images, models

•Indoor / outdoor

•Call to action

•Price shown?

•Appeal on the basis of: what?

Opportunity

Opportunity

•How many campaigns have many ad concepts per size?

80% of campaigns have 5 or fewer variationsMost common: 1 variation.

Opportunity?

If we provided data to prove it would help, could we get creative teams to produce more varieties, or to produce modular assets that can be swapped into templated designs?

Targeting

Targeting

•Retargeting

•Products or interests browsed or added to cart

•Prospecting

•Contextual category

•Behavioral category of recent activity

•Bid requests, pixels, or third party data

Moment Scoring instead of Segment Targeting

S E G M E N T M A R K E T I N G M A R K E T I N G I N T H E M O M E N T

Exclusion approach with fixed price

Learn what factors work with a dynamic bid to achieve overarching budget and goal

Women, 18-34

Fixed Bid $1.50

C O N T E X T U A LB E H A V I O R A LD E M O G R A P H I C S

Retargeting

Fixed Bid $6

In the market for a new luxury sedan

Fixed Bid $3

AgeGenderIncomeHealthFamilySingle

D E M O G R A P H I C S

InterestPurchases

Sites

TimeWeekday

HomeWorkTravelDevice

Geo

Dynamic Bid $

C O N T E X T U A LB E H A V I O R A L

Models Learn, CPA Improves

Demos

•Demo:

•Globe

•Audience Inspector Moment Scoring

•Cross-Device

•Bid Landscape

Creative

How can we know more about each creative?

•Metadata while authoring

•Weak standards, time consuming, inconsistent

•Ads auditing feedback from Google + others

•Better targeting models when we use these Verticals

•Just ask people

•Amazon Mechanical Turk

Ad Attributes

•Offer

•Value Proposition

•Product shown in-use

•Product Position

•Text Position

•Visual

•Emotional

•Personal Connection

•Call to Action

Example Ads w/ Attributes: Vonage

Bg = OrangeElectronics or “other”Logo present, lower-leftEffective = 4 or 5Product = white

BG = whiteElectronics or energyLogo present, lower-leftBig textValue, practicalEffective = 4 or 3

Bg = yellow or grayCategory = energyLogo present, lower-leftValueIndoorsEffective = 3 or 4

Example Ads w/ Attributes: “Clearly” aka Coastal Contacts

Bg = purple | orange | yellow“other”Contains products, special offerClick + shop + getClever, fancy, calm, needPractical, safe, valueProduct = yellow | orangeEffective = 5 or 3

Age = young_adultBg = gray | green | yellowCategory = clothing | pharmaContains people, productsLogo present, on rightProduct shown in_useGender femaleEffective = 3

Bg = gray | whiteClothing, productsLogo present, lower-right“shop”, pricing, special offerSale, value, practical, trustworthyQualityProduct = blueEffective = 3 | 4 | 5

Creative Strategieshttp://info.rocketfuel.com/Programmatic-Creative-Guide.html

Insights by vertical into what works in generalAdvice about content, placement, colors, imagery

Vision

Vision

Show the right ad

to the right person

on the right device

at the right time

Understand each ad

Understand each person

Understand cross-device

Understand each moment

Vision

•How do your customers fit into 6-8 “personas” not just one?

•What is each persona like (demographics, behavior)?

•What features of ads cause the customers in each persona to respond?

Existing Insights about your customers

Future: Audience DNA

Demographics

Purchase Intent

Job / Occupation

Owned ProductsHousehold / Family

Income + Net Worth

Hobbies + Interests

Psychographics + Politics

Future: Audience DNA

Own sports carGambling

Adventure sports

FemaleKids at homeTime Savers

Male18-24

Video gamesFrozen food

35-44Investing

Careful considerers

Ads: aspirational,outdoors

Ads: emotional,Give back,

Family, price shown

Ads: women,red

Ads: male,Fear of missing out,

Price not shown

Feature ideas

•Ad bg color x site

•Ad gender x user gender

•Ad attributes x user prev_response attributes

Extreme Personalization

•Advanced Targeting

•Moment Scoring

•Cross-device

•Personalized Creative

•Customer, context, opportunity

•Data drives iteration

Future: Audience DNA

Own sports carGambling

Adventure sports

FemaleKids at homeTime Savers

Male18-24

Video gamesFrozen food

35-44Investing

Careful considerers

Ads: aspirational,outdoors

Ads: emotional,Give back,

Family, price shown

Ads: women,red

Ads: male,Fear of missing out,

Price not shown

100 2144 85

PracticalAgileStrategies

• You get what you measure

•Use digital to measure what is working, and for whom

• Iterate and optimize

• Rekindle Mad Men creativity

• Programmatic is not “emotionless”

ARTIFICIAL INTELLIGENCE

Ad Tech Company (public, 1000 staff, $450mm rev)Customers = 1500+ Agencies and Large MarketersMinimum spend = $10,000Channels: Display, Video, Mobile, FacebookDirect Response + BrandRetargeting + ProspectingDynamic Creative + Site PersonalizationDSP and/or DMPSaaS or Managed Service

Automatic performance optimizationMachine learning, “moment scoring”To bid on 90 billion opptys dailyYou design the creative

QUESTIONS?

Thank You