Richard Mullins, from Acceleration, was one of the speakers at The SpaceStation 2010 roadshow. His talk covered online targeting and looked at how advertisers should use data and reporting to ensure that their ads are appearing in the right place at the right time.

2. Right Place, Right Time
Online Targeting

3. The Space Station & Acceleration: Combining Strengths
Scale End User Focus Industry Relationships
Experience Service Technical Expertise
3

4. Tracking: It is all about the data
The key is marketing technology, ad
serving and ad management expertise
• Publishers, segmentation and targeting
• Data and analytics will drive marketer budgets
• Convergence and tracking are the differentiators
• Early adopters, first movers will dominate competitors
medium to long term
• Data ownership is non negotiable

5. Process Outline
The Space Station can help leverage their unique audience, to
build brand and interaction resulting in more profitable business
Maximize Yield
Optimize interaction value
Grow Audience Drive Growth
Build and connect
& Profit
Transform Operations
Lay the foundation

6. Extensive Targeting Capability of DFP
DFP Network Keywords & Audience
Structure Key values Segmentation
DFP
Targeting
OS & Browser Bandwidth
Domains/ISP
Geo Time/
Day

7. Target Your Most Valuable Audiences
Use Boomerang for Publishers to sell valuable audiences
when they visit lower-value areas of your sites
Jobs
Technology

8. Innovate with Rich Media and Video
Differentiate direct sales offerings to
drive more revenue for every page
In-Page Expandable In-Stream Peel-Back Floating
DFP Integration Innovation Lab
Scalability and Partnering to
robust reporting for develop innovative
advertisers new formats

9. Mobile – Convergence?

10. Report: Media Detail

11. Report: Reach and Frequency
Frequency
Reach

12. Digital Integration
Cross Channel Data Intelligence
Advanced
Reach and
Frequency
Digital Media
Display Ads &
Sponsorships
Cross-Site
Duplication Performance
Advertising
Measurement
Spotlight
SEM Boomerang
Floodlight
Aggregation
Exposure To Analytics
Conversion Social Media