Online Marketing Summit Behavioral Targeting Across Channels
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The document discusses behavioral targeting in online advertising. It explains that audience targeting uses audience data from various online and offline sources to identify consumers most likely to be interested in specific ads or campaigns. This allows advertisers to efficiently reach the right audience and helps publishers monetize their audience. The document also discusses how behavioral targeting is growing significantly and transforming media buying across channels.
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Online Marketing Summit Behavioral Targeting Across Channels
- 2. WHAT IS AUDIENCE TARGETING
- 3. Audience targeting can identify the best consumers for a specific ad or campaign and can be used to effectively reach sales, acquisition, and branding goals
- 4. “ Old” Media: Demographics
- 5. The Target Market: Men Age 25-55
- 6. T.V. Show for this Demographic
- 18. CREATING AN AUDIENCE-BASED MEDIA STRATEGY BY LEVERAGING YOUR DATA ASSETS
- 24. HOW AUDIENCE TARGETING CAN WORK FOR YOU
- 26. Advertisers can use simple data to produce basic audience segments With an integrated audience platform, a wider variety of data results in larger, more targeted audiences
- 30. Audience Example – Dog Lovers Offline Registration Data – Dog Owners Online Dog Shopping Behavior Dog Enthusiasts Sample: People who read about dogs, searched for information on dog health, used tools to find the best dog breeds Verified by Third Party Research Shopping Sites Enthusiast Sites Offline Purchase Propensity – Pet Products Catalogues Newsletters Pet Retailers Segmenting Capabilities
- 38. PRIVACY AND THE NEXT GENERATION OF TARGETING
Notas del editor
- There is white text not visible to the left of bars At the request of AudienceScience, Jupiter Research, a Forrester Research company, conducted an independent unbiased study of online consumers on how online tools and advertising strategies fit into shopping behaviors and preferences with respect to shopping (defined as either research and or purchasing products or services online). In November 2008, JupiterResearch designed and fielded a survey to online consumers selected randomly from the NPD US online consumer panel. A total of 2,151 individuals responded to the survey. Respondents were asked approximately 6 closed-ended questions about their behaviors, attitudes and preferences as they relate to online shopping. Respondents received an e-mail invitation to participate in the survey with an attached URL linked to the Web-based survey form. The samples were carefully balanced by a series of demographic characteristics to ensure that they were representative of the online population. Demographic weighting variables included age, gender, household income, household education, household type, region, market size, race and Hispanic ethnicity. Additionally, JupiterResearch weighed the data by AOL usage, online tenure, and connection speed (broadband versus dial-up), three key determinants of online behavior. Balancing quotas are derived from JupiterResearch's Internet Population Model which relies on US Census Bureau data and a rich foundation of primary consumer survey research to determine the size, demographics and ethnographics of the US online population. The survey data are fully applicable to the US online population within a confidence interval of plus or minus three percent. In this survey effort, JupiterResearch worked with its research partner, NPD, on the technical tasks of survey fielding, sample building, balancing, and data processing. NPD is one of the largest market research companies in the US and maintains a general research panel of 4 million individuals, of which 750,000 are kept "active". The active panel receives surveys while inactive panelists are rested. This rotation in and out of active status helps keep panelists fresh and prevents burnout. Panel-based market research enables researchers to have baseline knowledge of each survey respondent, increase survey participation rates, and permit careful rationing of survey fielding to reduce survey burnout.
- We need to help marketers evaluate the many technology choices available. Benefits of an integrated audience platforms --Gather data from many channels, both online and offline, and integrate them into a single anonymous view that drives revenue and increases relevance in the consumer experience --Reach to get your messages out via all available channels makes the most of your audience intelligence and ensures consistency in communication across the board. --Advertisers should select data/technology partners who follow industry best practices regarding gathering and anonymity of data
- Same methodology manufacturers use to create products needs to be applied to how advertisers build audiences. The more thought and analysis advertisers use to create segments, the better their results will be.
- I look at how television has been bought for so long. Large swaths of demographics, largely determined by the content of the program. Isn’t this an attempt at behavioral targeting? Based on the content you are consuming, assumptions are made about who you are and what you like. With online, we can take this rough approximation and create a granularity and accuracy never before experienced.