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Targeting Opportunities

+. Partnership. Audience Insight. Targeting Opportunities. Combining the reach of Microsoft Advertising with the in-depth audience insight of Experian . Enriching Microsoft Advertising’s user database with Experian’s massive offline dataset.

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Targeting Opportunities

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  1. + Partnership Audience Insight Targeting Opportunities Combining the reach of Microsoft Advertising with the in-depth audience insight of Experian. Enriching Microsoft Advertising’s user database with Experian’s massive offline dataset. • Targeting offline metrics online through two advanced profile offerings: • Advanced Profile Segments • Mosaic segments

  2. ADVANCED PROFILE TARGETING FROM EXPERIAN Go beyond standard demographic attributes with insights such as: • Life Stage • Gross Family Income • Education

  3. MOSAIC SEGMENTS FROM EXPERIANA DEEPER DEMOGRAPHIC Dive deeper and sharpen your focus with socio-demographic characteristics. • Demographics • Behaviours • Purchase Choice • Lifestyle Choices • Recreational Activity • Investment Behaviour • And more…

  4. MOSAIC SEGMENT EXAMPLES Use Mosaic profiling to precisely target your core audience LIFESTAGE – New Families TRAVEL – Family Holidays INDEX: 999 INDEX: 999 GROUP G: CAREERS AND KIDS Families with Young Children where both parents are likely to earn solid incomes providing for a comfortable modern home TYPE G33: MILITARY DEPENDANTS Servicemen and their families renting quarters from the Ministry of Defence INDEX: 407 INDEX: 537 GROUP B: PROFESSIONAL REWARDS Experienced professionals in successful careers enjoying financial comfort in suburban or semi-rural homes TYPE G31: DOMESTIC COMFORT Families with high incomes derived from managerial positions and considerable property wealth in their suburban detached houses INDEX: 282 INDEX: 402 GROUP F: SUBURBAN MINDSETS Maturing families on mid-range incomes living a moderate lifestyle in suburban semis TYPE J43: STREETWISE KIDS Large young families with many single parents, often unemployed and claiming benefits, living on deprived council estates

  5. HOW THIS WORKS How can we provide advanced online targeting while preserving the anonymity of the consumer? Experian overlays data with its own categories such as Mosaic Experian securely receives Windows Live data from Microsoft Categories are securely and anonymously returned to Microsoft

  6. CASE STUDY: DIRECT LINE ADVANCED TARGETING DRIVES BRAND AWERENESS 57% increase in positive purchase responses. Solution Microsoft Advertising was able to connect Direct Line with the robust audience targeting they were looking for using Experian’s ‘Addressable Advertising’ solution – a combination of Experian’s rich consumer data and analytical expertise and Microsoft Advertising’s quality inventory and scale. • Results • 31% increase in ad recall – this increased to 44% amongst Professional Rewards group • 57% increase in positive purchase responses Challenge Focusing on its home insurance offering, Direct Line wanted to identify and target their ideal audience online. The aim of the campaign was to increase their brand awareness, drive positive brand perception, and increase consumer awareness that Direct Line products are not available through price comparison websites.

  7. DATA PROVIDER: EXPERIANDATA SOURCE: CONSUMERVIEW • ConsumerView delivers a comprehensive database of Dutch consumer marketing information based on 16 million individuals and 7 million households. • Provides thousands of additional high-quality data variables that go far beyond standard offerings. • High-quality data: Experian is the original source compiler, controlling and validating all data. • Create a prospect list with widely used demographic and lifestyle variables and segmentations systems (i.e., Mosaic and TrueTouch). • Industry-leading privacy practices and auditing.

  8. ADVANCED PROFILE DESCRIPTIONS

  9. TARGET AUDIENCES BY LIFE STAGE Target consumers by Life Stage across the Microsoft network of sites. • 1 - Single or couple < 35 years • 2 - Family with children, eldest child 0-5 years • 3 - Family with children, eldest child 6-12 years • 4 - Family with children, eldest child 13-19 years • 5 - Family with children, eldest child 20+ years • 6 - Single or couple, 35-49 years • 7 - Single or couple, 50-64 years • 8 - Single or couple, >=65 years • Background and Sources • Based on a comprehensive database of consumer marketing information sourced from Dutch households by Experian.

  10. TARGET AUDIENCES BY GROSS FAMILY INCOME Target consumers by Gross Family Income scores) across the Microsoft network of sites. • 1 - Below modal • 2 - Modal • 3 - 1.5 times modal • 4 - 2 times modal • 5 - More than 2 times modal • Background and Sources • Based on a comprehensive database of consumer marketing information sourced from Dutch households by Experian.

  11. TARGET AUDIENCES BY EDUCATION Target consumers by Educationacross the Microsoft network of sites. • 1 – Low • 2 – Medium • 3 – High • 4 - University • Background and Sources • Based on a comprehensive database of consumer marketing information sourced from Dutch households by Experian.

  12. EXPERIAN MOSAIC SEGMENTS BY MARKET

  13. GROUP AYOUNG DIGITALS Young Digitals are free spirits with free time and great affinity for the digital world This Group studies, works part-time, is in training or unemployed, living in small apartments in the large cities • Types • A01–Student Freedom Under 25, without cars or cares, other than preparing for their future • A02–Online Starters Mid-20s, still in school or unemployed, they focus on shopping and playing • A03–Digital Singles Most are 25-30, living alone in their first apartment. Obsessed with media • A04–Older Youth Many are 35+, with below-average income, connecting with friends online

  14. GROUP B URBAN BALANCERS Urban Balancers are under 40, with lower income and education, living in the middle of cities in Western Netherlands This Group often has roots outside the country • Types • B05–Young Multicultural Tenants Students under 25, living close to their school or university • B06–Multicultural Starters Most are 25-40, living close to many friends from their place of origin • B07–Struggling Urbanites Jobless or barely making ends meet, they average 25-45

  15. GROUP C STARTING TOGETHER Starting Together works blue-collar jobs and lives in terraced homes in mid-sized municipalities They often have 1-2 children and live simply, entertained mostly by TV and radio • Types • C08–Terraced Starters Late-20’s to early 30’s, happy to have a small home in a safe area • C09–Managing Together Largely made up of immigrants, 25-45, with 1-2 children • C10–Basic Village Tenants Native Dutch, renting a house in a village, with average income

  16. GROUP D GOOD LIFE CITY Good Life City is highly educated with a solid career or advanced studies, and is living the free life before the arrival of children They go on adventurous vacations in far-flung places like South Africa • Types • D11–Digital Apartment Owners 25-40, mostly entertained by the computer (including gaming) • D12–Urban Singles Under 40 and without kids, enjoying sports and the cinema • D13–Inner City Private Tenants 25-35, mostly carless students with below-average income • D14–Characteristic City Dwellers 25-35, among the highest social class in the country • D15–Urban Professionals Ranging from 30-60, often with a full-time government job

  17. GROUP E AVERAGE FAMILY HOMEOWNERS Average Family Homeowners are at the heart of solidly middle-class family life, living in their own homes with growing children under 12 Their fun is practical and focused on the family, and their kids are busy with activities like martial arts • Types • E16–Young Family Dynamics 25-40, married or partnered with young kids in a quiet neighborhood • E17–Working Class Homeowners Social people, 30-45; comfortably living on modest incomes • E18–Commuter Families 35-55, commuting long distances to family-friendly neighborhoods

  18. GROUP FKIDS AND CAREER Kids and Career is a group in a constant tug-of-war between work and home. They live for the weekend, when they can relax They are ambitious, earn good incomes and have solid credit histories • Types • F19–Prosperous Families 25-40, highly educated, and just starting a family (or trying to do so) • F20–New Homemakers 30’s-40’s with two children, and recently purchased a new home • F21–Progressing Families 35-50, with kids 6-12; parents work desk jobs, often as managers • F22–Suburban Adolescent Families 40-55, with kids 6-19, and higher incomes allowing two cars

  19. GROUP G SOCIAL TENANTS Social Tenants are middle-aged with older children, renting a simple apartment in a less expensive suburb They are often poorly educated, with low income and simple lives • Types • G23–Urban Medium 45-60, often single and childless, with part-time jobs and limited income • G24–Modest Workers 45-60, hard-working families in rural areas • G25–Needy Pre-Retirees 55-60, and often single, living frugally on low incomes

  20. GROUP H MIDDLE CLASS CONTENTMENT Middle Class Contentment is a group approaching retirement, with a tidy home and close ties to extended family and friends They live mainly in small-scale communities and live carefully, without excess • Types • H26–Average Provincials 45-75, in rural villages, with grown children and often grandchildren • H27–Suburban Single Tenants 55-75, working part-time or retired, renting, with few obligations • H28–Village Seniors 55-75, active but slow-moving; many work part-time, enjoying crafts • H29–Traditional Seniors 55-75, middle-income senior citizens living quietly in their own homes

  21. GROUP I FREEDOM AND SPACE Freedom and Space consists of families with young children living in spacious suburbs They have average to good incomes, and often work in construction, or in managerial roles • Types • I30–Large Family Villagers 35-55, with 2-3 children, and very good incomes • I31–Space Loving Families 40-60, with 2-3 kids, living in big homes on very large plots • I32–Semi-Detached Locals 45-65, with at least one child, moderate incomes, leading a quiet life • I33–Country Loving Households 40-65, with at least one child, hard-working and often upper-class

  22. GROUP JGOLDEN EDGE Golden Edge is affluent and lives in spacious homes in expensive neighborhoods They love golf and foreign travel, and typically have a passion for finance and investing • Types • J34–Detached Prosperity 45-65, they are successful entrepreneurs or managers with kids • J35–Wealthy Terrace Owners 45-65, kids 6-18, living in beautiful homes on quiet lanes • J36–Comfortable Couples 45-75, living the good life thanks to high incomes and investments

  23. GROUP K UPPER CLASS ELITE Upper Class Elite is typically among the highest social class in the country. Well educated and wealthy, they enjoy the best of life They buy keep champagne in the fridge, holiday in Italy in the summer and ski in Switzerland in the winter • Types • K37–Urban Elite 60+, most without children, they prefer a beautiful townhome in Amsterdam • K38–Booming Families Under 45 and married, working hard and giving the best to their children • K39–Wealthy Sophisticates 50-75, married with grown kids, they travel widely and support charities • K40–Stately Exclusivity 45+, often Directors, usually married with grown kids and 2+ luxury cars

  24. GROUP LCOUNTRY LIFE Country Life is usually native Dutch, and enjoys life in pleasant homes in the open countryside They enjoy traditional life, while reveling in the peace of their natural surroundings • Types • L41–Contemporary Farmers 45-75 farmers, with kids 6 -12+, working long days • L42–Rural Teenage Families 45-75, with children 12+, working on their farm • L43–Rural Freedom Seekers 45-75 farmers, with children 12+, who are very self-sufficient • L44–Contented Countryside 60+, with grown children, highly educated, they chose a gentle rural life

  25. GROUP M WELL-EARNED COMFORT Well-Earned Comfort is a group enjoying an easy retirement from highly trained careers thanks to substantial savings They are married, and with their work life behind them, they relax, indulge in hobbies and visit their grandchildren • Types • M45–Active Empty Nesters 55+ and married, they are healthy, busy, and enjoy financial freedom • M46–Happy Baby Boomers 60+ and married, they had a good working life and now happily relax • M47–Elderly Apartment Owners Averaging 65 and upper-class, often retired professors or doctors

  26. GROUP NGREYING SIMPLICITY Greying Simplicity is a group of retirees are living simply and soberly, enjoying quiet activities They have below average income and low education levels, and often live alone • Types • N48–Retired Singles 65-75, living alone in a rented apartment, often with a cat • N49–Seniors Together 65-75, active, long-married couples, who love playing with grandchildren • N50–Struggling Elders 75+, living quietly alone in a rented apartment with low resources

  27. NETHERLANDSADVANCED PROFILE SEGMENTS

  28. PROFILE SEGMENTS FROM EXPERIAN—NETHERLANDS

  29. NETHERLANDSMOSAIC SEGMENTS

  30. EXPERIAN MOSAICS—NETHERLANDS

  31. EXPERIAN MOSAICS—NETHERLANDS

  32. EXPERIAN MOSAICS—NETHERLANDS

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