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Behavioural Targeting Matching Media & Creative Stephen Neville

Behavioural Targeting Matching Media & Creative Stephen Neville. Agenda. What is ‘behavioural targeting’? New skills required Why bother? Data and Privacy Summary. What is ‘ Behavioural Targeting’?.

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Behavioural Targeting Matching Media & Creative Stephen Neville

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  1. Behavioural Targeting Matching Media & Creative Stephen Neville

  2. Agenda • What is ‘behavioural targeting’? • New skills required • Why bother? • Data and Privacy • Summary

  3. What is ‘BehaviouralTargeting’? • Targeting ads to consumers whosebehaviors indicate that a product category is relevant to them. • This is not a new idea

  4. Evolving landscape. New skills required Audience (Data based) V.S. Context (Inventory Based) Reaching consumers based on their digital footprint Newspapers Magazines Websites TV shows

  5. Data underpins behavioural advertising

  6. Behavioural Targeting Techniques Finding the fishes best friend Fishing the pool dry Finding new pools to fish

  7. Fishing the pool dry In market for a car Aged 25-34 Loves Art & Design

  8. Behavioural Targeting Techniques Finding the fishes best friend Fishing the pool dry Finding new pools to fish

  9. Finding new pools to fish

  10. Behavioural Targeting Techniques Finding the fish’s best friends Fishing the pool dry Finding new pools to fish

  11. Finding the fish’s best friends

  12. Social Targeting. Lots of little = big UK Men 18+ 9,119,02 UK Men 18-34 5,736,580 Men 18-34 in London 1,335,800 Men 18-34 in London who like Football 146,280 Men 18-34 in London who like Arsenal or Chelsea 92,360 Tell us what you think at Facebook.com/PUMA v.s. v.s. 760 Premier League Games + FA Cup + Carling Cup + Europe + Championship + 1st, 2nd, 3rd divisions…

  13. Optimising display media to behaviour 6 Price points per route 4 backgrounds 123 routes 42 images Gatwick to Alicante Manchester to Barcelona Manchester to Geneva From £74.99 From £59.99 From £63.99 123 6 4 42 123,984 ads X X X =

  14. So why bother?

  15. Media owners can turn lead into gold +108% Source: Network Advertising Initiative, 2009

  16. Clients benefits are even stronger +143% Source: Network Advertising Initiative, 2009

  17. And spend will continue to increase

  18. Data and Privacy

  19. Privacy? What privacy? Zuckerberg: Yeah so if you ever need info about anyone at Harvard. Just ask. I have over 4,000 emails, pictures, addresses, SNSFriend: What? How'd you manage that one?Zuckerberg: People just submitted it. I don't know why. They “trust me”. Dumb f**ks

  20. Consumers are concerned about data

  21. Transparency matters

  22. In summary, what does it mean for me? Agency: New skills needed Media Owner: Turn lead into gold • Advertiser: Sell stuff more effectively • Consumer: Less irrelevant ads to annoy me

  23. Thankyou CookieID: 12365473 Browsing History: The Economist, Fortune, IHT, National Geographic, Newsweek, TIME, The Wall Street Journal Interests: Lots of stuff Age Bracket: 18 - 24 Work Status: Overworked Income Status: Underpaid stephen.neville@zenithoptimedia.com

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