behavioural targeting - stephen neville
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Behavioural Targeting - Stephen NevilleTRANSCRIPT
PowerPoint Presentation
Behavioural TargetingMatching Media & CreativeStephen Neville
AgendaWhat is behavioural targeting?
New skills required
Why bother?
Data and Privacy
Summary
What is Behavioural Targeting?Targeting ads to consumers whose behaviors indicate that a product category is relevant to them. This is not a new idea
3
Evolving landscape. New skills requiredReaching consumers based on their digital footprint
NewspapersMagazinesWebsitesTV showsContext(Inventory Based)Audience(Data based)V.S.Data underpins behavioural advertising
Yahoo collecting 1TB of data a day on user behaviours
Frequency & Recency
5Behavioural Targeting Techniques
Fishing the pool dryFinding new pools to fishFinding the fishes best friend
Fishing the pool dry
In market for a car
Aged25-34
Loves Art & Design77
Fishing the pool dry
Finding new pools to fishFinding the fishes best friendBehavioural Targeting Techniques
Finding new pools to fish
9Kind of like speed dating service.
We identify our target audience, research their behaviours, look for people who behave the same way, and then target relevant advertising
Birds of a feather flock together
Fishing the pool dry
Finding new pools to fishFinding the fishs best friendsBehavioural Targeting Techniques
Finding the fishs best friends
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Tell us what you think at Facebook.com/PUMAUK Men 18+
9,119,02UK Men 18-34
5,736,580Men 18-34 in London
1,335,800Men 18-34 in Londonwho like Football
146,280Men 18-34 in Londonwho like Arsenal or Chelsea
92,360Social Targeting. Lots of little = big
v.s.v.s.760 Premier League Games+ FA Cup + Carling Cup + Europe+ Championship + 1st, 2nd, 3rd divisions
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Gatwick to Alicante
Manchester to Barcelona
From 59.99From 63.99Manchester to Geneva
From 74.99Optimising display media to behaviour
123routes
6 Pricepoints per route
4backgrounds
42imagesX=123,984 adsXX1236442And one of those is Consumer Connect etc etc14
So why bother?The Philosophers Stone: a legendary substance capable of turning base metals (lead) into gold
Sulphur and Mercury Unite to for the Philosopher's Stone
15Media owners can turn lead into gold+108%Source: Network Advertising Initiative, 2009Clients benefits are even stronger+143%Source: Network Advertising Initiative, 2009And spend will continue to increase
Data and Privacy
Zuckerberg: Yeah so if you ever need info about anyone at Harvard. Just ask. I have over 4,000 emails, pictures, addresses, SNS
Friend: What? How'd you manage that one?
Zuckerberg: People just submitted it. I don't know why. They trust me. Dumb f**ksPrivacy? What privacy?Consumers are concerned about data
Transparency matters
In summary, what does it mean for me?Agency: New skills neededMedia Owner: Turn lead into gold
Advertiser: Sell stuff more effectively
Consumer: Less irrelevant ads to annoy me
[email protected]: 12365473
Browsing History: The Economist, Fortune, IHT, National Geographic, Newsweek, TIME, The Wall Street Journal
Interests: Lots of stuff
Age Bracket: 18 - 24
Work Status: Overworked
Income Status: Underpaid