PowerPoint Presentation

Behavioural TargetingMatching Media & CreativeStephen Neville

AgendaWhat is behavioural targeting?

New skills required

Why bother?

Data and Privacy

Summary

What is Behavioural Targeting?Targeting ads to consumers whose behaviors indicate that a product category is relevant to them. This is not a new idea

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Evolving landscape. New skills requiredReaching consumers based on their digital footprint

NewspapersMagazinesWebsitesTV showsContext(Inventory Based)Audience(Data based)V.S.Data underpins behavioural advertising

Yahoo collecting 1TB of data a day on user behaviours

Frequency & Recency

5Behavioural Targeting Techniques

Fishing the pool dryFinding new pools to fishFinding the fishes best friend

Fishing the pool dry

In market for a car

Aged25-34

Loves Art & Design77

Fishing the pool dry

Finding new pools to fishFinding the fishes best friendBehavioural Targeting Techniques

Finding new pools to fish

9Kind of like speed dating service.

We identify our target audience, research their behaviours, look for people who behave the same way, and then target relevant advertising

Birds of a feather flock together

Fishing the pool dry

Finding new pools to fishFinding the fishs best friendsBehavioural Targeting Techniques

Finding the fishs best friends

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Tell us what you think at Facebook.com/PUMAUK Men 18+

9,119,02UK Men 18-34

5,736,580Men 18-34 in London

1,335,800Men 18-34 in Londonwho like Football

146,280Men 18-34 in Londonwho like Arsenal or Chelsea

92,360Social Targeting. Lots of little = big

v.s.v.s.760 Premier League Games+ FA Cup + Carling Cup + Europe+ Championship + 1st, 2nd, 3rd divisions

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Gatwick to Alicante

Manchester to Barcelona

From 59.99From 63.99Manchester to Geneva

From 74.99Optimising display media to behaviour

123routes

6 Pricepoints per route

4backgrounds

42imagesX=123,984 adsXX1236442And one of those is Consumer Connect etc etc14

So why bother?The Philosophers Stone: a legendary substance capable of turning base metals (lead) into gold

Sulphur and Mercury Unite to for the Philosopher's Stone

15Media owners can turn lead into gold+108%Source: Network Advertising Initiative, 2009Clients benefits are even stronger+143%Source: Network Advertising Initiative, 2009And spend will continue to increase

Data and Privacy

Zuckerberg: Yeah so if you ever need info about anyone at Harvard. Just ask. I have over 4,000 emails, pictures, addresses, SNS

Friend: What? How'd you manage that one?

Zuckerberg: People just submitted it. I don't know why. They trust me. Dumb f**ksPrivacy? What privacy?Consumers are concerned about data

Transparency matters

In summary, what does it mean for me?Agency: New skills neededMedia Owner: Turn lead into gold

Advertiser: Sell stuff more effectively

Consumer: Less irrelevant ads to annoy me

Thankyoustephen.neville@zenithoptimedia.comCookieID: 12365473

Browsing History: The Economist, Fortune, IHT, National Geographic, Newsweek, TIME, The Wall Street Journal

Interests: Lots of stuff

Age Bracket: 18 - 24

Work Status: Overworked

Income Status: Underpaid