Online Advertising Theatre; Innovations in Behavioural Targeting - What to look out for in 2012

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Traditional display retargeters?

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Done badly, annoys consumers

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Done well, delivers great results

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It’s aboutRELEVANCE

(stoopid)

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Relevance doesn’t just happen...

...it’s something to work at• Dynamic, personalised ads

must be engaging• There’s more to it than

“recently viewed products” • Don’t retarget recent

purchasers or recently purchased products (that’s dumb)

• Use sensible frequency caps• Consider consumer context• (Be nice)

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The 4 R’s of “RRRRelevance!”

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Relevance drives results

• Split tests demonstrate value of clicks, views, engagement etc

• “But they were coming back anyway!” (Really?)

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Relevance drives results

• IntelliAds stimulate conversion – at higher £AoV

• Visit us on stand 418 for full copy of the case study

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Looking ahead...

• EU Privacy Directive– Implementation varies across

European member states– Confusingly, neither ‘opt-in’ nor

‘opt-out’

• Industry initiatives– Youronlinechoices.eu– AdChoices logo/opt-out– Do-Not-Track (US)– P3P (Microsoft)

• 82% UK consumers delete cookies within a month (source : comScore Jan 2011)

Are cookies evil?

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Why use cookies at all?

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IntelliMatch enables ongoing engagement...

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...and increases relevance

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Stuck bottom fishing?

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Move up the funnel

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Discover new customers

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Audience Extension

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Creative that sells #1

• Sophisticated sentiment analysis selects ‘best’, most authentic reviews to display

• Each review automatically checked for relevance and appropriateness & brand safety

• 33% conversion uplift on engagement (Feb 2012)

Automated ratings & reviews

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• Peak clickthrough rates of 2.4% (20x industry average)

• 5x higher engagement rate than industry average

• 10% £AoV uplift within first month

www.merchentaintelliads.com for live demo

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Where are your ads appearing?

Don’t buy blind... Why not?• Brand safety

– comScore Jan 2012 (USA) : 72% of campaigns studied had at least some ads running next to content deemed “not brand safe” by advertiser

• Ad visibility & effectiveness– How long on screen?– Engagement heatmaps

• Context can aid conversion – (or work against you)

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Trends to watch in 2012

• Emergence of ‘Intelligent targeting’• Consumer relevance drives results• EU privacy directive/cookies • Bottom fishing isn’t enough • Emphasis on innovative creative that sells• Context & transparency matter

Online Advertising Theatre; Innovations in Behavioural Targeting - What to look out for in 2012

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Transcript of Online Advertising Theatre; Innovations in Behavioural Targeting - What to look out for in 2012