Amping up your digital strategy with audience targeting
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1 1 1 Amping Up Your Digital Marketing Strategy and Winning with Audience Targeting Yoav Arnstein Co-Founder, CEO Legolas Media yoav@legolas- media.com Adam Harris Director of Business & Corporate Development PointRoll [email protected] m
description
Fact: Audience targeting is a hot trend in digital marketing. But more than just a buzz word, audience management platforms are a critical component to targeted, top-performing campaigns. The premise is simple: increase the performance of your campaigns through better audience segmentation, stronger targeting, and more relevant and engaging creative that drives a user to take action.In this 45-minute webinar presented by PointRoll and Legolas Media, learn how a major CPG brand navigated through the new world of audience targeting to find, better understand, and market to their consumers across multiple brands.By viewing this webinar, you will:• Gain a stronger understanding of audience management• Understand how to leverage AMPs to boost campaign performance• Learn how to apply lessons of a major CPG brand to your business
Transcript of Amping up your digital strategy with audience targeting
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Amping Up Your Digital Marketing Strategy and Winning with Audience Targeting
Yoav ArnsteinCo-Founder, CEO
Legolas [email protected]
Adam HarrisDirector of Business &
Corporate DevelopmentPointRoll
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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 [email protected]
Check us out online – • PointRoll Blog: blog.pointroll.com• www.Legolas-Media.com
Facebook: www.facebook.com/PointRoll
Twitter: @PointRoll, @Legolas_Media
Thank you!
