presented by: Jimmy Bogroff, Director of Audience Targeting

So How Do Advertisers Reach Them:

With The Right Offer,

at The Right Time,

AND

In The Right Context?

Welcome to Today’s

Audience Targeting Workshop

What We’ll Learn Today: How to Develop a Basic Audience Persona

Understand How Companies Collect Information and Why

Understand the Difference Between First Party and Third Party Data

Define and Understand: Behavioral, Contextual and Demographic Targeting

Define and Understand an Ad Network and an Ad Exchange

Develop a High Level Media Strategy and Media Plan

Note: Everything we are doing today will be oversimplified. The Real World isn’t a vacuum, but for today’s purposes we’ll be looking at things from a very

straightforward perspective.

Audience Persona Activity

EXAMPLE OF AN AUDIENCE PERSONA

EXAMPLE OF AN AUDIENCE PERSONA

Your Audience Persona:Name, Age, Gender, OccupationWhat Websites Do You Visit?What Articles Do You Read?What Social Sites Do You Visit?What Websites Do You Have a User ID?Do You Share Pics? Where? How? Of Who / What?How Many Devices Do You Own? PC / Laptop / Tablet / MobileAre You Politically Motivated?Are You a Fan of Any Sports Teams?What Things Do You Search For?What Have You Searched For in the Past Week? Month?What Have You Bought Online in the Past Week? Month? Year? Do You Watch TV Online?What Types of Videos Do You View Online?Are You an Online Shopper? Of What?Are You an Online Researcher? Of What?Do You Have Children?Do You Have Pets?

What Do We Want to Know About Our Audience?

Time to Build It!!

TIME TO SHARELet’s Review Your Persona

Discussion Points:

Are Some of Your Interests More Intense or More Important to You?

(mark down 1 – 10, with 10 being most intense)

Are You in a Different Mindset During Your “Clickstream”

Are There Different Times of Day Where Something is More Interesting to You?

Are There Any Brands or Products That Are More Important to You?

How Do They Align to Your Online Behaviors? Do They?

What Are You Most Enthusiastic About?

DATA DISCUSSION

How Do Companies Collect Data?C is for Cookies

A cookie, is a small piece of data sent from a website and stored in a user's web browser while a user is browsing a website.

Upon their return the data stored in the cookie is sent back to the website by the browser to notify the website of the user’s previous activity.

Cookies can be first party as well as third party.

How Do Companies Collect Data?

user id

articles, clicks

video, musicsocial

user id / registrationMany sites use registration data to help them to identify key demographic characteristics of their users.

A User ID also helps them to track user activity on their site, including their direct actions and interests.

This voluntary information is also sometimes sold as 3rd party data to other websites, publishers, ad networks, exchanges or data providers.

articles, clicks

Using The Example of OregonLive.com. A user could be categorized into a number of interest areas: Jobs, Autos, Real Estate, Rentals, Classifieds, News, Business, Sports, High School Sports, Entertainment and Local News as examples.

social and sharing

In today’s age of social media, websites have created a dual benefit in providing their users with social sharing features. The user is able to share their favorite content to their friends. This helps a user to feel connected to the website and gives them a sense of community.

In return the website is able to identify what content is being shared, which users are social influencers and a number of other social insights to aid in bolstering their targeting capabilities.

video, music

Video content and music provide another level of user engagement beyond static content. Websites featuring this type of content typically have higher time spent on the site.

This higher level of engagement allows the website to capture a tremendous amount of information about the user’s top interests.

It also gives their advertisers lengthier exposure to advertising.

What Information is Collected?

They Learn About You Through:

Registration DataInformation Volunteered •Age •Gender•Articles:

• Commented On • Tweeted• Shared to Facebook

Interests and BehaviorsObserved and Collected on All Owned Assets•Click Behaviors

• ads• articles• offsite links

•Photos and Videos Watched•Sections Visited

Advertisers and Publishers Are Trying to Anticipate Your Needs.

They Are Keenly Interested in Understanding:

“What Is This User Thinking?”

Collected Information becomes

FIRST PARTY DATA

First Party DataThe Information You Volunteer

SEARCHES

WEBSITES VISITED

FacebookOregonLive Linked InYahoo!RealGM Pandora

COMMENTS MADE (USER ID)

FORMS FILLED OUT

Source: http://www.emarketer.com/Article/Third-Party-Data-Guides-Campaign-Targeting/1009894

Advertisers, Ad Agencies and Ad Platforms and Data

Integration and Blended Data

3rd Party Data is a Normal Part of the Targeting Process.

Advertisers and Agencies are Integrating CRM, First Party

Custom, Third Party Online, Third Party Offline and More!

THIRD PARTY DATAUser Behaviors + Information That is Bought and Sold

Most Companies Will Blend Together Their Own Data with Purchased Data from Third Parties. This Can Include

Offline Sources.

DMPs or Data Management Providers help publishers, ad networks, exchanges and other parties to organize their First Party Data.

These DMPs can also provide a medium for this information to be packaged for distribution as Third Party Data.

Third Party Data can also be pulled from other sourcesPurchase Data (MasterCard)Offline Behaviors

THE RESULT OF PAIRING FIRST PARTY DATA WITH THIRD PARTY DATA IS AUDIENCE TARGETING:

BEHAVIORAL,

DEMOGRAPHIC,

CONTEXTUAL,

MORE ON THIS LATER . . .

AD NETWORKS+

AD EXCHANGES

What is an Ad Network?

An online advertising network or ad network is a company that connects advertisers to web sites that want to host advertisements. The key function of an ad network is aggregation of ad space supply from publishers and matching it with advertiser demand. The phrase "ad network" by itself is media-neutral in the sense that there can be a "Television Ad Network" or a "Print Ad Network", but is increasingly used to mean "online ad network" as the effect of aggregation of publisher ad space and sale to advertisers is most commonly seen in the online space. The fundamental difference between traditional media ad networks and online ad networks is that online ad networks use a central ad server to deliver advertisements to consumers, which enables targeting, tracking and reporting of impressions in ways not possible with analog media alternatives.

Source: http://en.wikipedia.org/wiki/Ad_network

Goals for a Publisher Might Include:•Increased Monetization of Unused (Remnant) Inventory.

•Increased Page Traffic / Readership.

•Acquire Technological Capabilities to Reach Their Core Audience.

Goals for Advertisers Might Included:•Reaching a User in the Right Context / Setting / Mindset.

•Reaching a User According to Defined Interests and Behaviors.

•Increased Frequency of Messaging .

•Re-Messaging Users Who Have Been on Their Site, or Specific Sections of Their Site.

Image source:

Ad Networks Connect Publishers, Users and Advertisers

There’s LOTS of Ad Networks

And They Exist for Different Kinds of Reasons

Vertically Aligned (Travel)

Or Specializing in Specific Devices

With Specialized Technology

Or Performance Related Goals

What is an Ad Exchange?Ad exchanges are technology platforms that facilitate the bidded buying and selling of online media advertising inventory from multiple ad networks. The approach is technology-driven as opposed to the historical approach of negotiating price on media inventory.

Source: http://en.wikipedia.org/wiki/Ad_exchange

So How Complicated Can it Be?

TARGETING DISCUSSION

BEHAVIORAL TARGETINGHistorical Look Back 2005 to 2011

Even in 2006 US Marketers Understood the Significant

Advantages of Targeted Advertising and Segmentation.

TARGETING IS NOW MAINSTREAM

It is no longer a question of “if” you are targeting, it is “how.”

REACHING A SPECIFIC USER

DEMOGRAPHIC TARGETING BEHAVIORAL TARGETING

CONTEXTUAL TARGETINGRE-MESSAGING STRATEGIES

• And the Ability to Build Collections of User Groups Who Are “Like-Minded”

• Developing Influencer Groups Can Create Viral Experiences in Social Channels.

• Proper Storytelling Can Create Unique Interactive Engagements and Activations.

• Technology Allows Digital Marketers to Reach Highly Specific Audiences En Masse.

• And Enables Digital Marketers to Reach Only Those Who Are “Raising Their Hands” (or to Create Exposure to Those Who Are Not)

• This Also Affords a Great Deal of Potential to Create Demand.

DIGITAL MARKETING SOME ADVANTAGES:

Growing Audiences

Behavioral Targeting

BEHAVIORAL TARGETING

Online Interests, Searches, Content they’ve viewed

Purchase Decision Behavior

Intent Shopping

Interests / Enthusiasts Charitable Donors Diet and Fitness Green Living Parenting Pets Tech Enthusiasts

Segments (including Condé Nast)

Arts & Culture Home & Family News & Politics Style, Fashion, Clothing

Demographic Targeting

35 Year Old Man

HHI of 100K +

DEMOGRAPHIC TARGETING

• Age

• Gender

• Income

• Level of Education

• Language

• And More!

Contextual Targeting

CONTEXTUAL TARGETINGTarget users by the type of website content they are engaging with.

Sample of Content Categories and Sites:

Business and Industry Business Education Jobs

Education College and University Continuing Education

Sports Football Basketball

Mobile Site

Network Site (Desktop)

Network Site (Desktop)

RE-MESSAGINGInvite Them Back With Re-Messaging

Mobile Site

Network Site (Desktop)

Network Site (Desktop)

Your ad reaches users who have already been to your site. The ads are served across their click stream on sites that the users visit throughout their day.

RE-MESSAGINGTypes and Use

Site Re-Messaging. Reach people who have already visited your site. Typically used for efforts around branding or awareness, as well as offers where all visitors would be eligible for participation. I use this as an audience profiling strategy to help websites identify who their core audience really is.

Creative Re-Messaging. Reach people who have: viewed, interacted with, or clicked on the ad. This could allow for sequential messaging strategies, or for accelerated offers.

Section Re-Messaging. Reach people who have visited a specific section of your website. Can be used to develop cross promotional messaging opportunities or to more appropriately align your creative messaging to a specific audience.

Exclusion Re-Messaging. Remove the people who have already converted and focus on only those who have yet to take the desired action. Can also be used for audience segmentation strategies or for interactive storytelling through staged activations.

GROUP REVIEW:RFP

(REQUEST FOR PROPSAL)

The purpose of this RFP is to create awareness for Nike’s next generation of the NIKE+ Fuel Band.

The goal of this effort is to reach early adopters of new technology, as well as people who live healthy and active lifestyles. These people typically own the latest smartphone and/or devices, are daily and competitive runners, share their achievements with their friends, and listen to music while running.

This audience tends to be more digitally savvy. The secondary goal of this effort is to push these early adopters to endorse the product with positive reviews, and to share and promote the benefits of using the fuel band with their friends.  http://www.nike.com/us/en_us/c/nikeplus-fuelband We will consider a mix of targeting to reach these users. Should your plan include ad networks, please include in your response the reason why you feel Nike would be well positioned here, and the types of websites we could expect our advertisements to show up on, or the types of behavioral targets you feel would be a good fit.  We will consider plans that include, standard banner units, pre-roll video, in banner video, rich media, and high impact placements like page takeovers. Please provide a recommendation on the appropriate mix of media from the above.

Audience Personas will help us to evaluate that you have a good understanding of this audience, and will help to justify any other audiences you identify in your research. 

NIKE+ Fuelband Mock RFP

CREATIVE LIBRARY

RECTANGLE / LREC – 300X250

LEADERBOARD - 728X90

MONSTER / HALF PAGE - 300X600

Source: http://www.moat.com/search/results?q=Nike Ad sizes not to scale

NIKE+ Fuelband site

STEP 1:

CREATE TWO AUDIENCE PERSONAS

(10-15 Minutes)

STEP 2:

MAKE YOUR MEDIA MIX

RECOMMENDATION(10-15 Minutes)

STEP 3:TIME TO SHARE

time permitting

+

resources!

http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/en/us/doubleclick/pdfs/Google-White-Paper-The-Arrival-of-Real-Time-Bidding-July-2011.pdf

Google Whitepaper on Real Time Bidding:

Google Trends

ComparisonNike vs. Adidas