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Udit Sharma – Marketing manager, Sky – Hi Creations Ltd.
We specialize in connecting brands to
the right people.
Produ
ctio
n
Pre-P
rodu
ctio
n
Fest
ival
sTh
eatr
ical
rele
ase
Hom
e en
tert
ainm
ent
Strategy
Innovative
Marketing
Social Media
PR
Communication
strategies
Communication
strategiesSocial networking and
Micro blogging
Social networking and
Micro blogging
Guerrilla
marketing
Guerrilla
marketing
Viral
marketing
Viral
marketing
B e h a v io r a l
Ta r g e t in g
Behavioral
TargetingPre- awareness
Audience
building
Media
Planning
Creative
partnerships
Creative
partnerships
Buzz monitoring
Awareness
campaign
What we offer
Behavioral Targeting of
web consumers.
“Every breath you take, every move you make, I’ll be watching you” – Police (1983).
• It’s a technology where the software tracks a user’s online activity and then sends appropriate web content matching to their interests at a moment’s notice. – Strauss and Frost (2012).
What is Behavioral Targeting?
Cookies are text files that are sent to the web browser from the web server that’s hosting the web pages being queried. Cookies have multiple purposes: • they allow automatic authentication, • keep track of the browser’s session state, and • identify the user/web browser combination to the web server. Cookies are paramount for behavioral targeting, because the behavioral targeting process installs additional cookies specifically to track what web pages have been viewed.
The infamous cookie
• On site behavioral targeting.• Network targeting.• Retargeting.• ISP based targeting.
Types of Behavioral targeting.
Implications Of Behavioral targeting.
• Internet experience will be more about you.• Web sites changing its appearance.• Viewing the users as a multi dimensional person with many interests.• Targeting social media and mobile phones like, iPhones, iPads and Androids.
Behavioral targeting is changing the web.
• Opt-in / out email.• Power Eye button. • Choosing online behavioral preferences. • Manage cookies in the privacy settings on the web browser.
Solutions
• Greater ROI and better value of our clients budget. For example: American Airlines (AA) campaign that ran on The Wall Street Journal Online. • Specific audience targeting.• Reduced waste and improved response rates.
Benefits of Behavioral targeting.
Future of Behavioral targeting.
2008 2009 2010 2011 2012 2013 20140
0.5
1
1.5
2
2.5
3
YEARS
$ M
illion
s /
B
illion
s
Money spent on advertising based on BT.
1998 2008 20200
10
20
30
40
50
60
70
80
90
Percentage of BT used
>1 %
YEARS
PER
CEN
TA
GE
Percentage of advertisers used BT.
24 %
85 %
Any Questions?