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
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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