Post on 10-Sep-2014
description
Making Leaders Successful Every Day
Susan Bidel, Senior AnalystJuly 23, 2014
Data Defining Audiences for Marketers
Know your customer
Source: blog.flite.com
Content as a proxy for audienceSource: biznology.com
First-party data
Source: Greenbookblog.org
DMPs allow for a unified approach to segment-based marketing
7Source: Tongaim.wordpress.com
8
Advertisements are now so numerous that they are very negligently perused, and it is therefore
become necessary to gain attention by magnificence of promises, and by eloquence sometimes sublime and sometimes pathetic.
Samuel JohnsonThe IdlerJanuary 20, 1759
2,000,000BLS American Time Use Survey, A.C. Nielsen
© 2014 Forrester Research, Inc. Reproduction Prohibited 10Source: http://cdn.maximusbusiness.com/
Add first-party data to programmatic buys
All the interested parties
© 2014 Forrester Research, Inc. Reproduction Prohibited 12
Is media more or less transparent?Do I know what I’m getting?
›How and where digital ads are placed (e.g., frequency caps, inappropriate content, above the fold, etc.)
›Lack of visibility into data used to define target audiences
http://cdn2.business2community.com/wp-content/uploads/2012/09/equation.jpg
© 2014 Forrester Research, Inc. Reproduction Prohibited 13
Do you have any concerns about the level of transparency between you, as the client, and your media agency(s)?
46%
36%
18%
Yes No Not sure
Concerns about media transparency increase
Base: 153 marketers; *Base: 67 marketers who answered ‘yes’ to having concerns;
Over the past year, concerns about transparency have:*
Increased
42%
Decreased
13%
Stayed the same
45%
Source: March 2014, “ANA/Forrester Research : Media Buying’s Evolution Challenges Marketers” survey
© 2014 Forrester Research, Inc. Reproduction Prohibited 14
Viewability leads advertisers concerns
First-party data
Source: Greenbookblog.org
Publisher first-party data
Audience extension delivers controlled and transparent reach
The holy grail: person-based marketing
Source: Indiana Jones Wiki
Content + Audience = Marketer’s SolutionSource: biznology.com
Thank youSusan Bidel
+1 212.857.0751
sbidel@forrester.com