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.
Copyright © 2012 AudienceScience. All rights reserved