The Power of Relevance Behavioural Targeting & Smart Ads
Cadi Jones Sales Development Manager, Belgium, Yahoo! EMEA
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Evolution of Targeting on the Internet Reality for years Lots
of data, lots of targeting products, often without good results.
Today Getting very close to one-to- one marketing (e.g. BT and
Smart Ads). Great! Early days We have so much data we can easily
tailor every ad. One-to-one marketing nirvana
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Advertisers spend more and more on Audience Targeting as
capabilities and data has improved. Audience Targeting Primary
Online Targeting Methods Contextual Targeting Brokerage ad in
FinanceMums A Fundamental Shift
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4 Data for Ad Targeting Demographic Psychographic Behavioral
Target Audience Advertiser Data Contextual Search Data Geographic
Target Audience
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Repurposed and rephrased Winston Churchill quote on democracy
Tom Kelly | COO,Safecount, eMarketer interview, Jan2010 David
Hallerman | Senior Analyst, eMarketer Targeting and Data The main
unit of currency for online advertising is data. Whatever kind of
targeting geographic, demographic, behavioural - its all smart, its
all personal, and its all relevant. Theres no downside to any type
of targeting, unless it doesnt work. Whatever kind of targeting
geographic, demographic, behavioural - its all smart, its all
personal, and its all relevant. Theres no downside to any type of
targeting, unless it doesnt work. Online Targeting is the worst
form of targeting with the exception of all others.
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Science | Audience targeting Our online audience 639,715,000
and women 299,395,000 and over 45 89,292,000 and divorced/separated
21,026,140 and dog owners 6,895,735 and buy pet supplies at
discount stores 2,304,116 Our online audience 639,715,000 and men
340,320,000 and ages 35-54 129,519,000 and professional / technical
occupation 44,647,714 and mobile professionals 3,923,776 and like
romantic comedy movies 638,112 and drive motorcycles 82,053 Find
almost any audience youre looking for.
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Yahoo! Behavioural Targeting The ability to account for the
intensity and recency of the users activity We can look at more
than just past behaviors What youre doing right now is a stronger
indicator of real interest How often and how recently you searched,
clicked or viewed Purchase cycles are noted to develop these
timelines = Page viewsSearch Search Clicks Ad Views & Clicks
Behavioural Targeting ++ + Behavioural Targeting allows you to
target your ads to consumers whose recent behaviours online
indicate that your product category is relevant to them Data
Inputs
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8 Behavioral Targeting Different products, different buying
cycles. Why It Works: Sophisticated Modeling Buying flowers is
different from buying a car, right? The purchase decisions of
millions of people enable Behavioral Targeting to understand
differences among products and their purchase cycles and thus treat
every product category appropriately. Purchase Life Cycles Factored
In
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9 Behavioral Targeting What you did (and when) reveals purchase
readiness. Why It Works: Sophisticated Modeling While past
behaviors factor into long term purchasing plans, what youre doing
right now is likely a stronger indicator of real interest. So
activities are noted for timeliness, with recent activities
carrying more weight. Heavier Weight to Recent Behaviors
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Retargeting Reach consumers not once, but many times,
sequentially throughout the campaign. Benefits -Move consumers
effectively through the branding and sales cycle by messaging to
them sequentially. -Improve overall ROI Why Yahoo! -Extensive reach
-Most user interactions on the web let you hit your effective
frequency -Trust of our users with Yahoo! means your message is
associated with a leader Site retargeting Creative or Clicker
retargeting
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11 Site Retargeting Benefits 1.Campaign leverages advertisers
carefully crafted site segmentation 2.Order of magnitude higher
conversion rates 1.User visits an advertisers site. 2.Tracking
pixel on website deposits cookie on computer. 3.Y! reads cookie
each time user visits a site on Y! network and can serve targeted
ad. Targeting prospects who visited an advertisers site
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12 Creative Retargeting Benefits 1.Extend frequency to optimize
share of voice 2.Manage sequential messaging 1.Consumer visit
Yahoo! page with an ad.. 2.Tracking in ad creative deposits cookie
on consumers computer. 3.Y! reads cookie each time consumer visits
a site on Y! network and can serve targeted ad. Targeting based on
ad creative
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13 Clicker Retargeting Targeting based on ad clicks Consumer
clicks on ad. Tracking in click thru URL deposits cookie on users
computer. Y! reads cookie each time consumer visits a site on Y!
network and can serve targeted ad. Benefits 1.Dramatically higher
click thru rates 2.Higher conversion rates
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CTAs and Offers Images Products Messages Right Audience Right
Messages Right Products Right Drivers Smart Ads - Personalized
Advertising
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16 Made from one ad template and a dynamic data feed. 272,448
ad combinations! Smart Ads | Dynamic Ad Generation
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Turn Your Site Visitors Into Customers Even with very targeted
audiences, most users who visit sites do not purchase or convert
immediately Personalized Retargeting reduces inefficiencies in the
path from exposure to conversion by re- engaging site abandoners
with personalized creative to drive them toward conversion
Copyright 2010 Yahoo! Inc. All Rights Reserved.
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Yahoo! Case Study: Travel Clients In 2011, travel clients
implemented Personalized Retargeting to improve conversion and CTR
rates.