Importance of Audience

Development

@tjlightwalaRegional Head of Performance & Programmatic

Traditional Planning

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Place ads on sites where the target audience is likely to exist

T H I N G S C H A N G E D I N AN AD A P T I V E W O R L D

Audience Planning in Real Time

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Everything starts with the audience you want to

target…

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CONTEXTDEMOINTERESTINTENTRETARGETING AUDIENCE

DISCOVERY

BROAD

REACHCUSTOMER

Audience Tiers engage users at each stage of the purchase funnel and

drive optimal performance and reach

Look alike targeting key technique in audiences

build out…

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CONTEXTDEMOINTERESTINTENTRETARGETING AUDIENCE

DISCOVERY

BROAD

REACHCUSTOMER

Audience Planning in Use

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INTERESTMODELED

DATAINTENDER

SEARCH RETARGETING

RETARGETINGCUSTOMERAUDIENCE

DISCOVERY

Re-messaging users based on behaviors carried out on

advertiser website

Retargeting consumers online based on previous

search behaviors

Messaging qualified users based on online behaviors

that indicate purchase intent

Passive intent / offline purchase

Engaging existing customers directly

online

Discovering new customers to drive lower funnel

engagementCustomizing audience model using

data inputs such as on-site conversion activity, purchase habits,

and CRM

Benefit: Pay only for those consumers you want to

reach

Buying media-placements with high reach and affinity in the

target group

High wastage

PrintRadioTV OOH

Buying Media Placements

Buying of individual user profiles

(Anonymous profiles with the desired criteria)

Ads are delivered to defined target group

Targeting

Database

Audience Targeting

Web

= target audience

Benefit: Cross-Publisher Frequency Capping

Unified Frequency CapSeparate Publisher Frequency Caps

High Waste and Lower ROI Low Waste and higher ROI against

target

Benefit: Investment efficiencies with behavioural

targeting vs. placement buying

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Context as a proxy

for audience

Audience Targeting(target: Male, 25 to 35)

Audience regardless

of context

Buying Media Placements(target: Male, 25 to 35)

High cost and high wasteLower cost and highly

targeted

Benefit: Re-Targeting of your existing and potential new

clients

Proprietary look-alike modeling of

managed data

Small Reach Expand reach and win new clients

Retargeting only of users that already

know your offer

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