online advertising theatre; removing the barriers: how developments in online and offline data is...

Removing the barriers: how developments in online and offline data is driving online

targeting to deliver greater relevancy and multi-channel

Stuart ColmanManaging Director, Europe

VP, International

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Online display growing strongly in Europe

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UK – H1 2011 continues this trend

Source: IAB/PwC Advertising Expenditure survey: H1 UK 2011

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Audience targeting helping drive growth

Source: IAB/YouGov Feb 2011

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Audience targeting makes budgets work harder

Source: IAB/YouGov Feb 2011

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So what is the market telling us?

Display was the fastest growing area in 2010

This seems to be continuing in the first ½ of 2011

Audience targeting is a key component of this

Making advertising budgets work harder cited as a key reason for this

Audience/data-driven targeting is now becoming the norm

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The importance of Data Management Platforms (DMP)

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Steel

Aluminum

Plastic

Rubber

Glass

Leather

Same ingredients, different results

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Advertiser On-Site

Behaviour

Offline Registration

Data

Your audience is in silos

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Advertiser On-Site

Behaviour

Offline Registration

Data

Single view of your audience

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Connecting and optimising

Advertiser Data

Search Data

AudienceScienceData

3rd Party Data

Offline Data

DSP 1

DSP 2

Ad Exchange

Premium Publisher

AudienceScienceNetwork

DMP

Segment Creation UI

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BMW, who is going to buy your car?

Audience:•Male•Professionals•High incomes•34-55 yrs.•University educated•Adventurous aspirations

Audience:•Viewing car related content on sites •Reading reviews on BMW, Audi, Aston Martin, Porsche •Searching on terms to find executive cars •Getting insurance quotes•Carrying this out 8 times in the last 3 weeks

In-Market Executive Car Buyers

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The value of offline data in an online world

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© 2011 Experian Limited. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified,or distributed in any form or manner without the prior written permission of Experian Limited.Experian Public.

Not re-inventing the wheel‘traditional data’ meets the ‘new world’

Mark Lindsay, Client DirectorExperian Marketing Services

© 2011 Experian Limited. All rights reserved.Experian Public.

Proliferation of customer touch-points

Proliferation of types of data

Disparate data ownership

The data explosion

© 2011 Experian Limited. All rights reserved.Experian Public.

So how do we build an Audience to target .... ?

© 2011 Experian Limited. All rights reserved.Experian Public.

ConsumerView: Experian’s UK consumer database, providing a comprehensive, accurate and consistent audience of UK adults

Demographic, credit, behavioural, financial attributes

Segmentation A multi channel addressable

base Prospecting Verification of consumer data Consumer insight and market

sizing

49.2m UK adult s – 99% of adult population

© 2011 Experian Limited. All rights reserved.Experian Public.

Recognisable target audiences – relevant offers, creative, information, products.........

© 2011 Experian Limited. All rights reserved.Experian Public.

Consumer Insight for Audiences

AgeGender

GeoProperty

EmploymentFamilies

CarsTechnology

MosaicFamily Life Stage

True TouchFinancial Strategy

Green AwareFashion Segments

Segment customers and prospects to create MEANINGFUL audiences

© 2011 Experian Limited. All rights reserved.Experian Public.

Meet Sophie…

Sophie falls within Brand X’s target segment O61

Brand X’s can use ‘segment O61’ to target and optimise advertising, media spend and messaging across all channels

© 2011 Experian Limited. All rights reserved.Experian Public.

Consistent targeting …

Sophie falls within Brand X’s target segment O61

From Out Of Home .....

© 2011 Experian Limited. All rights reserved.Experian Public.

Consistent targeting …

Sophie falls within Brand X’s target segment O61

... To Display Ads

© 2011 Experian Limited. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified,or distributed in any form or manner without the prior written permission of Experian Limited.Experian Public.

Consistently targeted services across all channels – targeting relevant prospects and customers

By location Through established Direct Channels

Digital media and marketing

Consistent Experian data, insight and execution underpins all activity

Better targeted advertising messages – relevance, timeliness, subtly

© 2009 Experian Information Solutions, Inc. All rights reserved.Experian Public.

Questions?stuartc@audiencescience.com

Copyright © 2012 AudienceScience. All rights reserved