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Amping Up Your Digital Marketing Strategy and Winning with Audience Targeting

Yoav ArnsteinCo-Founder, CEO

Legolas Mediayoav@legolas-media.com

Adam HarrisDirector of Business &

Corporate DevelopmentPointRoll

aharris@pointroll.com

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Let’s get interactive…

Ask Questions!

Follow @PointRoll & @Legolas_Media

Tweet along! #FindYourAudience

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Discuss the new trend in Media Planning & Buying

Explore the opportunities and challenges for brands in this shifting marketplace

Walk through a case study & analyze the results

Today’s Goal:

To introduce a new and innovative way to drive online branding results using an audience driven end-to-end solution.

We will:

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The Shift to Audience Buying

2009 2010 2011 CAGR

Sites $6.3 - 80% $6.5 – 75% $6.9 – 70% 4%

Audience $1.6 – 20% $2.2 – 25% $2.9 – 30% 36%

Total $7.9 – 100% $8.7 – 100% $9.8 – 100% 11%

1. Sites Sold on site specific, Channel or Run of Site/Network

2. Audience Selected cookies targeted by data, behavior, geo & more

Display Advertising 2009 – 2011 ($ Billions) :

Source: JEGI

Display Advertising

Demand

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Two Approaches to Audience

Publisher 1 Publisher 2 Publisher 3

User Profile 1

User Profile 2

User Profile 3

Geo, Demo, Behavioral

Geo

Geo

Geo

Demo

Geo/Demo

Geo/Demo

Nothing

Geo/Demo

Pros• Single consumer view• Data ownership• Cross publisher strategy• Creative Serving• Centralized Analytics

Cons• Longer term strategy• Not leveraging proprietary

publisher data

Audience Management

Centralized around your defined audience segments

Leverage multiple data sources

Client-owned data

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Ad Exchanges & RTB: The Good News

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From a Closed Marketplace…

Reliance on Panel-based & Publisher data

Lack of transparency

Inefficient buying

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…To Many Open Marketplaces

Buyer leverages data for impression selection

Transparent pricing

Efficient buying

Publisher Impression

Bids $0.50Bids $0.75 via Network…

… becomes $0.45 bid

AdSense

Bids $0.60

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Ad Exchanges & RTB: The good newsAd Exchanges & RTB: The Bad News for Brands

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Too Many Limitations for Brands

Minimal reach & spend forecasting

Limited scale with needs:• Ability to deploy rich media• Retain brand safety

Devaluation of content, context & engagement

Fragmentation of planning & buying

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The Opportunity

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Branding: Art Meets Science

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The Solution

Leverage in-store data and audience intelligence for dynamic and targeted campaigns that drive brand

effectiveness and lift sales

Audience Planning

Targeted Premium Inventory

Consolidated Spend Mgmt & Creative Messaging

MeasurementPre-Planning

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Case Study:

Holistic Audience Approach Solving the CPG Marketing Dilemma

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Frequent BuyersDemo

Lifestyles

Demo, Shopping behaviors, Lifestyles

In-store Purchase

PanelLook Alike Modeling

PRIZMPsych,

Economics, Urban

Plan: Audience & Profile Management

CPG’S AUDIENCE DATABASE

1st Party

Audience Management

Platform

Competitive Buyers

Switchers

Females, 25 - 54

Within 15 Miles of a SmallMart store

Yogurt Brand Profile

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Buy: Guaranteed Audience

Direct

Targeted

Accurate allocation

Rich Media support

Premium Publishers

Brand Safe

Transparent

Priority Access

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Deliver: The Value of Dynamic Delivery

Cookie id: 12312

Data Vendors: V12 DataLogix TargusINFO

Data Cost: $1.25 CPM

Description:Sex: MaleAge: 45-50 Geography: Los Angeles, Sober Valley Lodge Marital Status: SingleConsumer: Shampoo, Cookies, Lotion, Travel

Product Brand Choices

Shaving Goods

Baking Goods

Body Wash

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Measure: Online Performance

Metric TotalProfile/Panel

CreativeCreative Version

AdElement

Publisher

Imps

Clicks

Rich Media Engagement

Conversions

Pacing

X

XX

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Measure: Awareness & Offline Purchases

New Buyers Repeat Buyers Lapsed Buyers Brand Non-Buyers-3.0%-2.0%-1.0%0.0%1.0%2.0%3.0%

1.3%1.9%

-1.4% -1.8%

Test Period Buyer Type Exposed Group Control Group Difference*

New 4.0% 2.7% 1.3%Repeat 4.4% 2.5% 1.9%Lapsed 16.0% 17.4% -1.4%Brand Non-Buyers 75.5% 77.3% -1.8%

Real-time brand effectiveness study

In-store purchase lift analysis

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‘Winning’ for the CPG Client

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Winning: Preliminary Results

Flawless delivery to budget allocations

Relevant brand & message for every impression

Significant cost savings year on year

Single bill for all media and creative across all publishers

Audience data owned & available in the future

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Questions? Comments?

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Learn More!

Just ask! – Contact your rep or info@pointroll.com

Check us out online – • PointRoll Blog: blog.pointroll.com• www.Legolas-Media.com

Facebook: www.facebook.com/PointRoll

Twitter: @PointRoll, @Legolas_Media

Thank you!