welcome to conference 2015 - wild apricot...segment validation using research now profiling data...
TRANSCRIPT
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Audience AmplificationMeasuring Message Content
Over Click-throughs
Elizabeth May
Vice President ANZ
Research Now
George Glubb
Associate Client
Development Director NZ
Research Now
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Combination of Ingredients
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Leading the Insights Evolution
Research Now – From Clips to Clicks
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Pay Per Click
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The Crossroads
KeyTakeouts
How to TackleNiche AudienceSegment Retargeting:•What goes into ad
targeting?•What questions to ask?
•What tools to use?
Case Study and Wherethe GapsAre
What’s the Deal Today?
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What do You Hear From Clients?
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Audience
We are Again at a Crossroads
Technology
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Ad
vert
iser
Pu
blis
he
r
Then Display Buy
Now RTB Audience Buy
Media Buying Model Then and Now
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Online Advertising
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Click-throughs Click-through rates Impressions
Visitors Unique Visitors Frequency
Reach Taps Swipes
Interaction Rate Interaction Time Display View-through
Searched for More Information View-through Rate
The WHAT
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Diabetes
HealthyEaters
DigestiveConcerns
Audience
Pregnant
How Does it Work?
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Audience Retargeter
DigestiveConcerns
Constipation/ Irritable BowelSyndrome/ sufferers
HealthyEaters
Organic wheat, granola cereal
PregnantParticipate in Well Baby& Prenatal Programs
Diabetes Sugar Substitute consumers
Case Study
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How it works: What we look at:
3. Campaign Impact/Brand Lift
2. Segment Validation
1. Reach Analysis
Digital Campaign Evaluation Methodology
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Segment Validation Using Research Now Profiling
DataSTEP 1
Define Client’s
Audience
STEP 2Retargeters
STEP 3Audience validation& segment profiling
Diabetes
Pregnant
Healthy Eaters
DigestiveConcerns
Pregnant1st Time Mother? 2nd+ Kid Mother?
Are You a Sufferer or a Carer?
Which Illness? Product Usage?
Are You a Sufferer or a Carer?
Which Illness? Product Usage?
Are You a Sufferer or a Carer?
Which Illness? Product Usage?
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124
151
125
Total unique exposed panelists on RN panel: 26914 Average frequency for the campaign is: 21
Audience
Pregnant
Audience CampaignCookied panel
Campaignreachindex
4% 3% 163
Diabetes
Healthy Eaters
Digestive Health
Reach Analysis
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AudienceCampaign reachindex
AILMENT
Suffer from DIABETES:TYPE 2
138
121
I suffer from
Someone in myhousehold
suffers from
I provide care forsomeone who
suffers from111
Diabetes – Segment Deep-Dive
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Negatively impacted onkey measures towardsthe brand e.g. favourability purchase intent
BRANDFAMILIARITY
+29.6Pregnant
Diabetes
HealthyEaters
DigestiveHealth
Campaign Brand Impact Overview
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Are You Calling Me fat?
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How Media Buying and Optimisation is Changing
Measurement Optimisation Targeting Insights
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Targeting technology nowadays can find “needle in a haystack” niche audiences
Validating your audience can be as precise as the media buying technique and closely aligned with the campaign objectives
The most engaging media today are personalised and marketers need to leverage data assets to make advertising
more engaging in:
• Finding the audience
• Better creative
Key Takeouts
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Elizabeth MayVice President, Client Development - [email protected]
George GlubbAssociate Client Development Director - [email protected]
Thank You!