travel portland marketing seminar - targeting demographics vs. targeting behavior within the...
TRANSCRIPT
YTT K L-=
Digital Audiences
Targeting Consumers
2015
Hey Kev bro… I got this Travel Portland thing… can you rap about demographics?
Demographics involve the statistical study of human populations. As a very general science, it can analyze any kind of dynamic living population.
Source: http://en.wikipedia.org/wiki/Demography
DEMOGRAPHICS
DEMOGRAPHICS
Traditional Media
Targeting should be
Most of us use this paper
What if you were targeting Teepee Travel Enthusiasts?
DEMOGRAPHICS BEHAVIOR, INTEREST, & INTENT
ONLINE DEMOGRAPHICS
Demographic data is gathered using declared sources, and then associated directly with the cookies within your browser
• Age • Gender • Ethnicity • Education • Family status • Income • etc
WHAT IS A DECLARED SOURCE?
OFFLINE DATA
ONLINE SURVEYS AND REGISTRATIONS
Programmatic Display
U=19107641 or Beth
Hold on… You’re
NOT BETH?!!
Hi I’m DAREN
“Nielsen only requires 472 completed diaries to statistically (and accurately) measure a population of 600,000 people”
Kevin Bekker , Director of Audience Targeting | Advance Visibility
28,800,000 Uniques 187,663 Declared Users
Declared Female Audience (Code 6330)
Social Profiles
Declared Female Audience (Code 6330)
28,800,000 Uniques 187,663 Declared Users
52% Female
48% Male
How do we target consumers online?
<img src="http://bcp.crwdcntrl.net/5/c=931/b=19107641" width="1" height="1"/>
As consumers browse the internet they leave behind pathways of data.
Consumer Data is packaged together using a Data Management Platform (DMP)
Are they different Types of data?
“dayta” or “dahta”?
WHAT IS 1st PARTY DATA?
Data Collection
What you are reading How often Sites you visit Social Signals Comments Account Login Offline Data Purchase Behavior Memberships
When and how often
RECENCY AND FREQUENCY
WHAT IS 3rd PARTY DATA?
FOR SALE
3rd PARTY DATA LACKS RECENCY AND FREQUENCY
When did the behavior happen and how many times?
EVOLUTION OF DATA COLLECTION 1st and 3rd Party Blends
1st AND 3rd PARTY BLENDED AUDIENCES CAN BE SO PURE THEY CAN PREDICT BEHAVIOR BEFORE IT HAPPENS.
HUMAN BEHAVIOR IS INHERENT
SHOULD WE STILL USE DEMOGRAPHIC DATA?
18-35 year old affluent adults with interest in the Oregon coast within the last seven days
Target should be… plus interest and intent
Programmatic Display
Best Way to target a Generation? Target where they are, and what they’re doing.
MILLENNIALS 95% own a smartphone or tablet
335K shopped online this month Avg. annual online spend: $816
92% use Google, Bing or Yahoo!
84% have a social media profile Avg. time on social media: 80 min/day
43% read news online 64% read on smartphones or tablets
Source: Scarborough 2014 R2; Base: Portland DMA (28 counties); Target: 18-34
GEN XERS 88% own a smartphone or tablet
338K shopped online this month Avg. annual online spend: $930
89% use Google, Bing or Yahoo!
79% have a social media profile Avg. time on social media: 55 min/day
46% read news online 55% read on smartphones or tablets
Source: Scarborough 2014 R2; Base: Portland DMA (28 counties); Target: 35-49
EMPTY NESTERS 70% own a smartphone or tablet
292K shopped online this month Avg. annual online spend: $907
74% use Google, Bing or Yahoo!
59% have a social media profile Avg. time on social media: 50 min/day
39% read news online
Source: Scarborough 2014 R2; Base: Portland DMA (28 counties); Target: 50-64
SENIORS 47% own a smartphone or tablet
48% shopped online this month Avg. annual online spend: $809
52% use Google, Bing or Yahoo!
34% have a social media profile Avg. time on social media: 20 min/day
30% read news online
Source: Scarborough 2014 R2; Base: Portland DMA (28 counties); Target: 65+
Kevin Bekker Local Director of Audience Targeting| Advance Visibility @ The Oregonian Media Group [email protected] Direct 503.294.5945 Mobile 503.341.4623 @KevinBekker KevinBekker.com #CookieMonster #nomnom