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Removing the barriers: how developments in  online and offline data is driving online targeting to deliver greater relevan...
Online display growing strongly in Europe                                            3
UK – H1 2011 continues this trend        Source: IAB/PwC Advertising Expenditure survey: H1 UK        2011                ...
Audience targeting helping drive growthSource: IAB/YouGov Feb 2011                                           5
Audience targeting makes budgets work harderSource: IAB/YouGov Feb 2011                                                6
So what is the market telling us? Display was the fastest growing area in 2010    This seems to be continuing in the first...
The importance of Data Management         Platforms (DMP)                                    8
Same ingredients, different results  Steel  Aluminum  Plastic  Rubber  Glass  Leather                                      9
Your audience is in silos                 Offline               Registration                  Data        Advertiser      ...
Single view of your audience                Offline              Registration                 Data        Advertiser      ...
Connecting and optimisingAdvertiser Data                      DSP 1   Search Data                       DSP 2             ...
BMW, who is going to buy your car?         In-Market Executive Car         BuyersAudience:              Audience:•Male    ...
The value of offline data in an        online world                                  14
Not re-inventing the wheel‘traditional data’ meets the ‘new world’Mark Lindsay, Client DirectorExperian Marketing Services...
The data explosion        Proliferation of customer touch-points             Proliferation of types of data              D...
So how do we build an Audience to target .... ?                       © 2011 Experian Limited. All rights reserved.       ...
ConsumerView: Experian’s UK consumer database, providing acomprehensive, accurate and consistent audience of UK adults   ...
Recognisable target audiences – relevant offers,creative, information, products.........                      © 2011 Exper...
Consumer Insight for Audiences Segment customers and prospects to create MEANINGFUL audiences                             ...
Meet Sophie… Sophie falls within Brand X’s target segment O61                                                            B...
Consistent targeting … Sophie falls within Brand X’s target segment O61                               From Out Of Home ......
Consistent targeting … Sophie falls within Brand X’s target segment O61                            ... To Display Ads     ...
Consistently targeted services across all channels –targeting relevant prospects and customers                            ...
© 2009 Experian Information Solutions, Inc. All rights reserved.                      Experian Public.
Questions?stuartc@audiencescience.com
Copyright © 2012 AudienceScience. All rights reserved
Online Advertising Theatre; Removing the barriers: how developments in online and offline data is driving online targeting...
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Online Advertising Theatre; Removing the barriers: how developments in online and offline data is driving online targeting to deliver greater relevancy and multi-channel

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Online Advertising Theatre; Removing the barriers: how developments in online and offline data is driving online targeting to deliver greater relevancy and multi-channel

  1. 1. Removing the barriers: how developments in online and offline data is driving online targeting to deliver greater relevancy and multi-channel Stuart Colman Managing Director, Europe VP, International 2
  2. 2. Online display growing strongly in Europe 3
  3. 3. UK – H1 2011 continues this trend Source: IAB/PwC Advertising Expenditure survey: H1 UK 2011 4
  4. 4. Audience targeting helping drive growthSource: IAB/YouGov Feb 2011 5
  5. 5. Audience targeting makes budgets work harderSource: IAB/YouGov Feb 2011 6
  6. 6. So what is the market telling us? Display was the fastest growing area in 2010 This seems to be continuing in the first ½ of 2011 Audience targeting is a key component of this Making advertising budgets work harder cited as a key reason for this Audience/data-driven targeting is now becoming the norm 7
  7. 7. The importance of Data Management Platforms (DMP) 8
  8. 8. Same ingredients, different results Steel Aluminum Plastic Rubber Glass Leather 9
  9. 9. Your audience is in silos Offline Registration Data Advertiser On-Site Behaviour 10
  10. 10. Single view of your audience Offline Registration Data Advertiser On-Site Behaviour 11
  11. 11. Connecting and optimisingAdvertiser Data DSP 1 Search Data DSP 2 DMPAudienceScience Ad Exchange Data Segment Creation UI Premium 3rd Party Data Publisher AudienceScience Offline Data Network 12
  12. 12. BMW, who is going to buy your car? In-Market Executive Car BuyersAudience: Audience:•Male •Viewing car related content on•Professionals sites•High incomes •Reading reviews on BMW,•34-55 yrs. Audi, Aston Martin, Porsche•University educated •Searching on terms to find•Adventurous executive carsaspirations •Getting insurance quotes •Carrying this out 8 times in the last 3 weeks 13
  13. 13. The value of offline data in an online world 14
  14. 14. Not re-inventing the wheel‘traditional data’ meets the ‘new world’Mark Lindsay, Client DirectorExperian Marketing Services© 2011 Experian Limited. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian Limited. Experian Public.
  15. 15. The data explosion Proliferation of customer touch-points Proliferation of types of data Disparate data ownership © 2011 Experian Limited. All rights reserved. Experian Public.
  16. 16. So how do we build an Audience to target .... ? © 2011 Experian Limited. All rights reserved. Experian Public.
  17. 17. ConsumerView: Experian’s UK consumer database, providing acomprehensive, accurate and consistent audience of UK adults  Demographic, credit, behavioural, financial attributes  Segmentation  A multi channel addressable base  Prospecting  Verification of consumer data  Consumer insight and market sizing  49.2m UK adult s – 99% of adult population © 2011 Experian Limited. All rights reserved. Experian Public.
  18. 18. Recognisable target audiences – relevant offers,creative, information, products......... © 2011 Experian Limited. All rights reserved. Experian Public.
  19. 19. Consumer Insight for Audiences Segment customers and prospects to create MEANINGFUL audiences Age Gender Geo Property Employment Families Cars Technology Mosaic Family Life Stage True Touch Financial Strategy Green Aware Fashion Segments © 2011 Experian Limited. All rights reserved. Experian Public.
  20. 20. Meet Sophie… Sophie falls within Brand X’s target segment O61 Brand X’s can use ‘segment O61’ to target and optimise advertising, media spend and messaging across all channels © 2011 Experian Limited. All rights reserved. Experian Public.
  21. 21. Consistent targeting … Sophie falls within Brand X’s target segment O61 From Out Of Home ..... © 2011 Experian Limited. All rights reserved. Experian Public.
  22. 22. Consistent targeting … Sophie falls within Brand X’s target segment O61 ... To Display Ads © 2011 Experian Limited. All rights reserved. Experian Public.
  23. 23. Consistently targeted services across all channels –targeting relevant prospects and customers Through established Direct Digital media and By location Channels marketing Consistent Experian data, insight and execution underpins all activity Better targeted advertising messages – relevance, timeliness, subtly© 2011 Experian Limited. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian Limited. Experian Public.
  24. 24. © 2009 Experian Information Solutions, Inc. All rights reserved. Experian Public.
  25. 25. Questions?stuartc@audiencescience.com
  26. 26. Copyright © 2012 AudienceScience. All rights reserved

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