Tribal fusion
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July 2011 Branding Solutions that delivers results
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Transcript of Tribal fusion
July 2011
Branding Solutions that delivers results
Tribal Fusion Overview
Premium inventory on over
2,000 enthusiast sites
Ad targeting and delivery solutions
Reaches 470 million users/month worldwide
Independent site representation network
Online ad network founded in 2001
Member of National Advertising Initiative - NAI
30 billion ad impressions per month
*Based on the results of a word search for “currency converter” and “frequent flyer”
Who visits Tribal Fusion?
Top 4-5 sites featured on
Google’s 1st page are a part of the
Tribal Fusion Network*
Top 4-5 sites featured on
Google’s 1st page are a part of the
Tribal Fusion Network*
*Based on the results of a word search for “current news” and “entertainment news”
Who visits Tribal Fusion?
Tribal Fusion in India
* Source: comScore Key Measures Report (India only), June 2011
Significant worldwide reach through local websites and non-resident traffic
Canada: 16 mm
US: 160mm
Mexico: 6.4mm
Brazil: 7.2mm
UK: 30 mm
France: 6.18mm
Spain: 11 mm
Jordon: 1.1 mm
Lebanon: 1.1 mm
Morocco: 1.8mm
Germany: 7.1 mm
Syria: 0.5 mm
Italy: 4.4 mm
Egypt: 6.1 mm
Qatar: 0.7mm
Saudi Arabia: 7.5mm
Oman: 0.5 mm
Bahrain: 0.4mm
Vietnam: 2.2 mm
Australia: 6.8mm
New Zealand: 2.4 mm
Indonesia: 5.5mm
Malaysia: 5.3mm
Sri Lanka: 0.4 mm
Singapore: 1.43 mm
Philippines: 8.5mm
Thailand: 4.7 mm
Hong Kong: 1.5 mm
Taiwan: 1.8mm
Japan: 2.7mm
India: 27 mm
China: 3.5 mm
Russian Federation: 1.9mm Kuwait: 0.8mm
UAE: 2.6mm
Iran: 0.28 mm
South Africa: 2.18mm
Source: comScore Media Metrix, June’11 and Tribal Fusion Ad Server, Jul 11
Broad Worldwide Reach
Custom Targeting
Affinity Targeting
Life stage Retargeting Audience Focus
Behavioral Targeting
Custom Placement
Tandem
Ads
Dynamic Ads
Message Focus
Contextual Channel Custom
Site Exclusive Partners
Content Focus
Tribal Fusion Product Suite
Weekly Reporting
Audience Reporting
Custom Analysis
Dynamic Logic
Studies
Deep Dive
Study Insights
Run of Network– India
Broad Reach
• Reach over 440 MM users worldwide and 27 MM* (India Only) across 2000+ premium sites.
Retargeting Available
• Enhance campaign performance by overlaying Retargeting to remarket to users who have visited your website
Optimization
• Real-time automatic optimization constantly shifts impressions to best performing inventory
* Source: comScore Key Measures Report (India only), June 2011
Relevant Reach
• Reach users who are actively consuming specific content
• Pre-screen users by displaying your marketing message to users who are already viewing related content
Flexibility
• Choose from 15 high level channels and over 100 sub-channels
• Combine multiple channels to create a targeted, broad reach campaign
Custom Channel Targeting
All
Arts & Entertainment
Automotive
Business
Education & Reference
Health
Home & Family
Internet
News & Media
Real Estate
Science
Shopping
Society & culture
Sports
Technology
Travel
Contextual Targeting
1. Purchase campaigns by topic and avoid managing complex
keyword lists. Select one or more topics using our topic tree.
2. Tribal Fusion’s ad server will dynamically place your ads against the most relevant content at the page level
Place advertising in contextually relevant environments and reach highly interested users as they
consume relevant content
Our Exclusive Partner
Site-Specific Placements on above sites help you reach your key audiences in the right mindset and benefit from custom, high impact advertising opportunities.
Tribal Fusion has exclusively partnered with several top global sites to represent and sell their high-performing premium inventory.
Building an Audience Focus Segment
Channel Visits
Site Visits
Page Content
(contextualization)
Data Partnerships
Data Partnerships
Publisher Registration Data
Tribal Fusion builds its Audience Focus Segments by leveraging a wide variety of data sources and aggregating them into a rich user profile.
Bu
ild
ing
th
e r
ich
pro
file
users
Categories All
Arts and Entertainment
Music
All
Shopping
Consumer Electronics
Mobile Devices
MP3 Players
Topics
All
Shopping
Music
CDs
Behaviors
Age: 24
Gender: Female
Income: Rs 3,00,000 –
5,00,000
Children: No
Demographi
cs
Audience Focus Segments: Sub-categories
Denise the
new mom
Occupational
Targeting
•IT professional •Graphic Designers •Tech Specialist •C-Level Executives •Webmaster •Software programmer •Small Business Owner
Denise the
new mom
Life Stage
Targeting
•College Students •Job Seeker •Wedding Planners •New Home Owners •Expecting Moms •Baby on board •Parents w/ young children
Denise the
new mom
Affinity
Targeting
•Music Lover •Gadget Lover •Avid Investor •Health Nut •Techies •Foodie •Movie-Goers •TV Addict •Soccer Fan •Avid Golfer
Denise the
new mom
Lifestyle
Targeting
•Socially Conscious •Pet Conscious •Budget Conscious •Luxurious Lifestyles
Denise the
new mom
Shopper
Targeting
•Apparel Shoppers •Travelers •Automotive
Affinity Targeting
Targeted Reach
• Reach users who have demonstrated an affinity or interest for a specific activity or hobby that is relevant to your offering
• Deliver a campaign at scale to a large number of prospective customers
Rich User Profiles
• Leverage all data sources including content, site, third party data, and retargeting to support the creation of a rich user profile
Nick the Sports Enthusiast
Life Stage Targeting
Pre-Qualified Audiences
• Drive awareness or consideration for product or services relevant to specific life stages
• Reach pre-qualified consumers who have exhibited relevant behavior and demographics
• Deliver a campaign at scale to a large number of prospective customers
Range of Options
• Select from a wide variety of profiles organized by life event triggers such as marriage, expecting a child, buying first home, or graduating from college
Rich User Profiles
• Leverage all data sources including content, site, third party data, and retargeting to support the creation of a rich user profile
Elizabeth the New Mom
Occupational Targeting
Meghan the IT Professional
Targeted Reach
• Drive awareness or consideration for specific occupational products and services
• Reach pre-qualified consumers based on their occupation (e.g. IT Professionals, K-12 teachers, C-level executives)
• Deliver a campaign at scale to a large number of prospective customers
Rich User Profiles
• Tribal Fusion aggregates user behaviors from partnerships with e-commerce sites, search, and Tribal Fusion’s own channels and campaigns to support the creation of a rich user profiles
Retargeting
Remarket to consumers based on ad exposure, site visit, or other user action
Tribal Fusion Full-Funnel Solutions
• High Impact Ads • Tribal Fusion Mobile • In-Banner Video • Roadblocks • Site Skins • Page Peels • Site Specific • Full Engagement Video
• Custom Channel • Custom Site List • Contextual Targeting
• User Retargeting • B2B Targeting • BT In-Market Shopper • BT Affinity • BT Lifestyle & Life Stage • BT Occupational
• Behavioral Targeting • BT In-Market Shopper • Competitive Conquesting • Dynamic Ads
• Dynamic Ads • Sequential Messaging • Retargeting • Mobile
Awareness
Interest
Intent
Purchase
Consideration
Leaderboard: 728x 90 Sample: Air France – Geo-targeting China Cities
Placement is always displayed on the first fold on the screen
Leaderboard (728x90)
Large Rectangle: 300 x 250 (Sample: Finnair)
Placement is always displayed on the first fold on the screen
Large Rectangle (300x250)
Tandem Ad: 728 x 90 plus 300 x 250 Sample: Alibaba
Placements are synchronized to display at the same time on a single page
Tandem Ad (728x90) + (300x250)
Expandable Ad (Sample: Samsung LED TV)
Mouse-over and auto expands to maximum user
exposure
Demo link: http://creative.tribalfusion.com/creative/Samsung3DLED/14may2010/expandable.html
Expandable Ad
In-banner video Sample: Toursim Malaysia
Demo link: http://creative.tribalfusion.com/creative/malaysia/malaysia_video_300.html
In Banner Video
Floating Ad Sample: Wrestler Movie
Unit glides across page until closed, ensuring full user
attention
Demo link: http://creative.tribalfusion.com/creative/Entertainment/movies/wrestling-DVD.html
Floating Ad
Interstitials Sample: Tourism Malaysia
Demo link: http://creative.tribalfusion.com/creative/travel/airline/MalaysiaAirlines/ma_interstitial.html
Out of Banner Sample: Dell
Demo link: http://creative.tribalfusion.com/creative/dell/27-08-2010/dell_exp.html
Out of Banner
Dynamically change the content of your ad, based on any variable you select
•User segment: Update messaging based on user lifestyle, life stage, or affinity
•Competitive conquesting: Deliver product-specific offers based on in-market interest
Content Targeted Dynamic Ads
Auto Advertisers
CPG Advertisers
Dynamic Ads have performed 50% better than static ads in past campaigns
Sequential Ads
Retarget to users based on engagement while keeping the message fresh
Firefly Video: Combining the Best of TV and Online
Firefly Video™ Online Display Ads Television
Emotion & Impact
Scale
Targeting
Interactivity
Audience Data
Full Screen Engagement with Firefly Video
Leverage reach of most popular ad sizes and 100% user-opt-in for complete user engagement
a) Teaser banner appears w/ sound off, inviting user to mouse over
b) On mouse over, 3 second countdown begins. User has option
to click to start instantly
c) Video launches and takes over entire page, providing 100% user
focus and attention
Leverage Standard IAB Units for Unprecedented Scale
160 x 600
300 x 250
728 x 90
Click Me
Firefly Video is an online video platform designed to augment and complement traditional television and online pre-roll advertising. The Firefly Video platform delivers a compelling package to advertisers, combining the emotion and impact of TV with the fine-grained targeting, rich audience insights, and social interactivity of online display advertising. The platform enables advertisers to reach their most desirable prospects when they are online.
Firefly Video Components:
1. Firefly Video Unit - Custom Advertiser Branded Creative
2. Primary Video - Primary Advertiser Video Content
3. Video Panel Wall - up to 3 additional advertiser related videos
4. Custom Interactive Units - Advertisers can showcase additional info & capture data
5. Social Sharing - Create BRAND ADVOCATES - User’s have the ability to share creative & take campaign viral
6. Additional Tab - Additional Information on product e.g. Feature, Spec, Images, 360 degree view etc. can we included.
7. Survey - Help to take public overview about product
4
5
Custom Creative Solutions: Firefly Video Unit
1
2
3
6
7
Live Demo Links:
Map based
Behavioral targeting based
Form based
Offer based
Authentication based
Tandem banner based
Interstitial Mobile Advertising
• Reach the attractive and fast-growing iPhone audiences
• Deliver high impact: Full screen/interstitial ad format
• Proven results for brand advertisers driven by high engagement rates
• Ease of integration: Standard IAB creative can be used and no special Mobile-WAP landing site needed
• Standard reporting through Tribal Fusion platform
How Tribal Fusion Mobile ads work?
1. User visit “techshout.com” and click on any link in that page.
2. Before Landing to the destination page user will see ads with an option to skip or visit the site
3. If user skips the ad destination page will load.
4. If user click on visit , he/she will be redirected to advertiser landing page
5. Advertiser Landing page
Thank you
Learning From Your Audience
Unique Three-tier Security System
Site Acceptance
Domain Verification
Page Level Contextualization
Proactive Solution that blocks ads from appearing on inappropriate content.
Site Acceptance
Low Traffic Unprofessional Site Design
Malware Ads Scams
Click Fraud Questionable Ad Practices
Remnant Inventory
NAI and IASH compliant
Content Blocking
Page Level Contextualization
3rd Party Verification
Publisher Code of Conduct
Manual quality checks
Transparent Site List
Pre-approved Domains
Premium Inventory
Each site is hand-picked
Domain Verification
http://www.dummies.com http://www.fandango.com http://www.imdb.com http://www.ivillage.com http://www.jdpower.com/telcom http://www.metrolyrics.com http://www.msnbc.com http://www.picnik.com http://www.rachelrayshow.com http://www.reuters.com http://www.rollingstone.com http://www.techbargains.com http://www.tvguide.com http://www.usanetwork.com http://www.womansday.com/ http://www.xe.com
Malware Ads Scams
Tag Hijacking Click Fraud
NAI and IASH compliant
Content Blocking
Page Level Contextualization
3rd Party Verification
Publisher Code of Conduct
Manual quality checks
Transparent Site List
Pre-approved Domains
Premium Inventory
Each site is hand-picked
Real-Time Page Level Contextualization
Unsafe Topics
• Abortion
• Alcohol
Drugs
Gambling
• Nudity
Sex
Speech
• Suicide
• Tobacco
Violence
NAI and IASH compliant
Content Blocking
Page Level Contextualization
3rd Party Verification
Publisher Code of Conduct
Manual quality checks
Transparent Site List
Pre-approved Domains
Premium Inventory
Each site is hand-picked
Safe Ad is Served
Unsafe No Ad is Served
Unknown • Page is downloaded
• Text is extracted
• Text is classified to multiple Contextual Topic Trees and Unsafe Topic Tree
• If text matches Unsafe Topic Tree
• No Ad Is Served
• Brand Campaigns are not served on unknown pages
Is the Page…
×
Real-Time Page Level Contextualization
Tribal Fusion Insights
Data driven business, from the ground up
Turning data into action
Best in class contextualization Seamless integration with leading third party
data sources
Direct connection to our targeting and optimization platform
Tribal Fusion has best in class contextualization
Semantic Analysis Link Structure Determine Topic
Deep Dive Insights
• Easy to navigate, intuitive interface
• Quickly surface the user behaviors that drive performance
• Reduce wastage by targeting the right people with the right message
• Extend your audience by defining your own look-alike model
A self-serve, web-based tool for PepsiCo and agencies
Tagging for Insights
Purchase
Consider
Visit
View
DHL tag landing pages and conversion pages. This gives you two snapshots without really telling the story of the customer journey.
Or, they tag everywhere to cover their options. However, without a clear sense of how to use the data, this is not likely to bear fruit.
Where We Pixel
Creative
What we can tell you
•Did your ad get in front of the right people? •Did it happen often enough? •Which media in my mix is responsible for conversions?
Where We Pixel
Landing Pages
What we can tell you
•Define target audiences mid funnel. •Validate your customer segmentation, or create a new one. •Develop a targeting approach to turn prospects into customers
Post-Campaign Reporting
Comprehensive Picture
• A wide variety of reporting options so you can quickly and easily see the metrics that matter most to your campaign
Stored Reporting
• Campaign reporting is stored on the Tribal Fusion ad server so advertisers can benefit from insights gained from previous campaigns
Campaign Insights
• Our account managers will work with you to interpret campaign results and apply your learnings to future campaigns
• Custom reporting is also available
What Others are Saying about Firefly Video...
“We are astonished to see the dynamic rich media, online video ad units from Firefly Video™. The special effect incorporated by designers is just amazing and
perfectly depicts the 3D effect showcased in the movie Resident Evil Afterlife. We are looking forward to create an impactful consumer experience in the digital space
that is both engaging and buzz worthy”
- Carmen Phua, Sony Pictures Entertainment, Malaysia
“The campaign’s results exceeded our expectations and
with Firefly Video’s cost-per-engagement model, we were
able to reach our most valuable prospects with no media waste.”
-Chris Falkiner,
-Manager Digital Solutions, Starcom
