understanding audience data, roadshow
TRANSCRIPT
2010
Understanding Audience DataDoug Conely | Senior Director, Global Data & Targeting
Andrew Newman | Senior Director, Global Insights
Creative Solutions
Organisation
Integrated Technology
Data Network
Advanced Targeting
Safe Environments
Smart Supply Acquisition
Insights
www.adnetworkv4.com
Creative Solutions
Organisation
Integrated Technology
Data Network
Advanced Targeting
Safe Environments
Smart Supply Acquisition
Insights
www.adnetworkv4.com
What is audience based targeting?
Semantic Analysis Link Structure Determine Topic
How does contextualisation work?
How does search retargeting work?
User searches from any search engine on any site, including product searches, i.e. not just Google
User clicks through to a landing page from the search results page. If the landing page is on a site is within the Tribal Fusion data network then...
... search referral URL passed to TF for classification and appended to cookie, e.g. http://www.google.com/search?q=toshiba+laptop
Serve ads to impressions generated by users within the advertisers search retargeting segment
Users that have searched those keywords within our data network create a search retargeting segment for the advertiser
Build custom keyword lists with advertiser from their SEM or otherwise for display, e.g. “Toshiba laptop” would be just one of the keywords
What do we mean registered or declared data?
Offline to online integration
Online Media
Online user
Offline record
How is “in-market” different?
Source: “Online Behavioural Advertising Study” September 2009, IAB
Rich User Profiles
All
Ads served
Clicks
Conversations
All
Home & Family
Parenting
Auto: In-Market
Mini-Van
Toyota
Sienna
Scoring Incoming Ad Requests
Ad Campaigns
78
22
93 93
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Use Case 1: Optimisation and targeting engine
Use Case 2: Look a like modeling
Using audiences to build marketing solutions
B2B computer equipment manufacturer previously using tech channels to reach target can now target people that work at small businesses for their SMB products
Domestic travel provider using location data to power dynamic ads with route and price info. Next step is to ingest audience data in messaging
Mobile network operator reducing eCPA through applying interest based audiences as well as usual intent data
Auto manufacturer targeting in-market audience for their own and competitive brands
FMCG brand building look a like model of visitors to its brand site to extend reach
Creative Solutions
Organisation
Integrated Technology
Data Network
Advanced Targeting
Safe Environments
Smart Supply Acquisition
Insights
www.adnetworkv4.com