dm arts - ahmed gamal yahoo
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The Power of Relevance It’s Time to Get Personal
Ahmed Gamal-Eldien
North Africa and Jordan Head of Sales
Digital Marketing Arts conference and workshop, Cairo, on 10 Sep. 2012
9/13/2012 2 Yahoo! Presentation, Confidential
Yahoo! INC
10.6 million visitors from
Egypt
85% of the users visiting the
portal daily
Reaching 65% of MENA’s
online population
Ranked #1 in MENA in
Entertainment, Women and Sports
and #2 in News
Evolution of Targeting on the Internet
Reality for years
Lots of data, lots of targeting products, often
without good results.
Today
Getting very close to one-to-one marketing (eg, BT
and Dynamic Ads.)
Great?
Early days
We have so much data we can easily tailor every ad.
One-to-one marketing nirvana
Relevancy
Formal Definition:
Pertinence to the matter at hand. (Merriam Webster Dictionary)
What it means for Online Marketing:
› The right message (or content) at the right time to the right person
› Ability to engage a user with information meaningful to them
› Ability for a brand to cultivate awareness and affinity based on a shared set
of interests
› Ability to engage with an audience based on purchase Intent for a product
or service
› Relevancy equals positive performance for advertisers
Topics
Advertising
› Targeting
› Dynamic Ad Generation
Content
› Yahoo! Content Optimization Relevance Engine (CORE)
Social
› Social Content Bundles and Social Conversations
Relevance in Advertising
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Ahmed Gamal-Eldien, 2012
Tom Kelly | COO,Safecount, eMarketer interview,
David Hallerman | Senior Analyst, eMarketer
Relevancy through Targeting and Data
The main unit of currency for online advertising is data.
Whatever kind of targeting – geographic, demographic, behavioural - it’s all smart, it’s all
personal, and it’s all relevant. There’s no downside to any type of targeting, unless it
doesn’t work.
People hold online to a higher standard for measurement but it truly is the most
effective way to reach an audience.
Data for Ad Targeting
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Demographic
Behavioral
Target Audience
Contextual
Social Data
Geographic
Search Data Attitudinal Data
Advertisers spend more and more online as Targeting
capabilities improve
Audience Targeting
Primary Online Targeting Methods
Contextual Targeting
Brokerage ad in Finance Mums
A Fundamental Shift
The Basics
Time-of-day
Geographic
Location data from activity on Yahoo! sites
IP address
Visitor registration data
Increase relevance and performance by targeting
multiple geographic audiences simultaneously with customised
messages for each region
Helpful Tip
Serve up just the right message at the time right
for the right user
Demographic
Target specific audiences based on age, gender
and income.
TARGETING ONLINE INCREASES ACCOUNTABILITY &
EFFICIENCIES
Run of Network
Demographic / Geographic
Behavioral Targeting
Audience-Targeted
Contextual (property-based)
Registered user interest
Time of Day / Week
Attribute based Targeting
User event Triggered
Mass Reach
So
ph
isti
cati
on
of
targ
eti
ng
Direct Response
Behavioural Targeting
Enhanced BT
The ability to account for the intensity and recency of the user’s activity
We can look at more than just past behaviors
› What you’re doing right now is a stronger indicator of real interest
› How often and how recently you searched, clicked or viewed will be taken into account
› Purchase cycles are noted to develop these timeliness, with recent activities carrying more weight
=
Page views Search Search Clicks Ad Views & Clicks Behavioural Targeting
+ + +
Behavioural Targeting allows you to target your ads to consumers whose recent behaviours online indicate that your product category is relevant
to them
Data Inputs
Recency & Intensity
Active now… …and with feeling
While past behaviors factor into long term purchasing plans, what you’re doing right now is a stronger indicator of real interest. So
activities are noted for timeliness, with recent activities carrying more weight.
Audience targeting is about getting your message in front of
a precise audience. It works because it has relevance at its
heart.
Increase your success by:
Reaching your audience in an environment and at a time that is relevant and carefully defined.
Aligning your advertising messages with your audience’s passions and interests.
Consumers will look at personally relevant ads for 25
percent longer than ads that are not personally relevant to them.
Precision and Relevance
Relevance
Finance Automotive Travel FMCG Entertainment Retail Technology
Sports Health Issues Telecoms Small Business Lifestages Miscellaneous
Yahoo! Maktoob 250+ different interest categories
13 vertical groups
Breadth of categories…
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Site retargeting Reminding users who’ve been to your site of your offer and driving them back. You just need to place a Yahoo! pixel on your homepage. Creative retargeting Leverage the investment you make in branding campaigns by retargeting users who’ve seen your ads to continue your dialogue with them. Clicker retargeting Target users who’ve clicked your ad, to draw them back to your key message.
RETARGETING
Continue the conversation
CTAs and Offers
Imag
es
Pro
du
cts
Messages
Right Audience
Right Messages
Right Products
Right Drivers
Personalized Advertising !
Relevance in Content
Personalized Content
CORE Visualizer – Yahoo! Homepage
Social Relevance
Yahoo! Social Bar
9/13/2012 Yahoo! Presentation, Confidential 23
Personal
Social Content Discovery
Conversations around Content
Earned Media
Yahoo! Research on the Power of
Relevancy
Implications for Advertisers
Task Objective Relevance Targeting Type
New
Product
Launch/Fea
tures
Communicate new
products to increase
engagement among
many consumers
Personal Relevancy Behavioral Targeting
Branding Build Brand
Awareness
Contextual Relevancy Contextual targeting
Branding Build Brand Affinity
and Engagement
Personal and
Contextual Relevancy
Behavioral Targeting
+ Contextual
Targeting
Direct
Response
Drive to a specific
conversion or online
action
Personal and
Contextual Relevancy
Behavioral Targeting,
Retargeting +
Contextual Targeting
The Power of Relevance
Today
Getting very close to one-to-one marketing
Great?
Questions
9/13/2012 Yahoo! Presentation, Confidential 34