targeting evolution by sarah fay
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Targeting Evolution
presented by
Sarah Fayto
NexTargeting Summit 2010March 18, 2010
My Year in Review
In the Meanwhile...
What’s Changing ?
Rise of RTBCPM & CPC Dominant
Media Planning
& Optimization
Data Planning & Auto
Optimization
Insights Used to Create Targets
Targeting Used toCreate Insights
Media Property Focus
Audience Focus
Separation of Inventory & Data
Media is being
Commoditized
Data is the New Black
The Play for Margin
PublishersAgencies Advertisers
Margin !
Direct Marketers are Leading
Brand Advertisers Catching On
DirectResponse
BrandAdvertising
Brand Marketers are Catching On:
24% of them consider their organizations ‘digitally savvy’
30% are using behavioral targeting to impact the allocation of the
marketing mix
64% agree that marketing departments should be organized around consumer segments, instead of brands
47% agree that media should be bought and sold based ‘engagement’ with
brand
• Source: Marketing & Media Ecosystem 2010, conducted by 4As, ANA. IAB, Booz/Allen/Hamilton
Earned
Media
BoughtMedia
BrandOwned Media
Time and Effect Exponentially Increases
Dunkin’ Donuts Brand Response
Leveraged BOTH key insights
• Celebrated donut variety
• Solicited donut memories
And promoted sharing via social tools and viral offers
Paid Media Drives to Engagement and Viral
Many finalists created Facebook
fan groups to get out the vote online
Jimmy Kimmel made fun of us with his “Sushi Donut”
Measurable Participation
Targeting & Performance Metrics
Most Important
What’s Next ?1. Advanced optimization will apply to all advertising experiences.
2. Data talent will become more prevalent.
3. Watch the space of agencies and publishers- new service models will emerge.
4. Online buying behavior will become prevalent in traditional channels.
Thank you &
Questions ?