1. Recognizing
Audiences
in
the
Murky
Marke5ng
Ecosystem

2. Recognizing
Audiences
in
the
Murky
Marke5ng
Ecosystem
How
the
integra-on
of
marke-ng
channels
enables
consistent
consumer
recogni-on
for
cross-­‐channel
adver-sing.

3. How
do
modern
adver-sers
create
connected
experiences
for
consumers
and
foster
trust,
all
in
(near)
real
-me?
With
recogni-on.
The
ability
to
recognize
consumers
across
channels,
offline
or
online
in
near-­‐real
-me
is
the
founda-on
to
crea-ng
connected
experiences
and
trust.

4. While
-mely
recogni-on
may
seem
easy
to
achieve,
the
ability
to
do
this
across
new
channels,
devices
and
media
is
highly
complex.
But
technology’s
evolu-on
also
means
brands
have
more
opportunity
to
reach
consumers
and
the
chance
to
drive
reach
and
relevance
with
ad
technology
partners.

5. Enter
Omni-­‐channel
Today’s
consumers
live
mul--­‐channel
lives,
interac-ng
with
brands
through
a
myriad
of
channels,
from
websites,
to
smartphones,
TV
and
video.
This
behavioral
shiH
has
impacted
marke-ng
so
much
that
when
recently
asked,
28
percent
of
marke-ng
leaders
now
priori-ze
resources
towards
omni-­‐
channel
engagement
strategies.*
*Informa)on
courtesy:
eMarketer,
Omnichannel
Marke)ng
Roundup,
November
2014

6. How
can
adver5sers
execute
omni-­‐channel?
1.
Establish
a
cross-­‐channel
view
of
the
consumer.
This
is
the
founda-on
for
mul--­‐channel
adver-sing.
You
can’t
target
who
you
don’t
recognize.
2.
Choose
digital
channels
carefully.
Channel
mix
should
be
chosen
considering
the
intended
audience
in
order
to
to
create
best
connected
experiences.
3.
Be
able
to
recognize.
Recogni-on
across
-me
and
channels
is
essen-al
-­‐
recogni-on
and
matching
prac-ces
must
deliver
the
best
degree
of
accuracy
and
reach.
4.
Select
ad
tech
partners
carefully.
Partners
should
enable
the
leverage
of
customer
data,
and
boost
abili-es
to
reach
consumers
via
their
channel(s)
of
choice.
5.
Priori5se
privacy
and
ethical
data
use.
Data
must
always
be
used
ethically
to
protect
consumer
privacy.

7. The
channels
to
consider
-­‐
where
should
marketers
start?
“Studies
show
that
“half
of
U.S.
online
adults
own
at
least
three
Internet-­‐connected
devices
and
go
online
from
them
mul)ple
)mes
a
day
from
mul)ple
loca)ons.”
*
Informa)on
courtesy
Forrester
Research,
“Create
Marke)ng
Your
Customers
Can
Use,”
April
14,
2014

8. Mul-ple
studies
show
the
value
of
mul-channel,
highligh-ng
that
consumers
who
engage
with
brands
via
mul-ple
channels
spend
more
than
single-­‐channel
consumers.
When
brands
start
draHing
a
digital
adver-sing
strategy,
they
oHen
need
to
use
a
mix
of
channels
to
solve
for
accuracy,
reach,
scale
and
personaliza-on.
So
what
is
the
best
mix
of
channels
to
target
audiences
and
uncover
new
prospects?

9. Six
key
channels
to
consider
1.
Premium
Publishers
-­‐
Sites
like
Facebook,
Amazon
or
TwiUer.
These
sites
have
vast
amounts
of
visitors
stay
for
long
dura-ons.
Sites
usually
require
registra-on;
providing
publishers
with
volunteered
informa-on
and
PII.
2.
Programma5c
Media
-­‐
Unlike
Premium
Publishers,
Programma-c
Media
oHen
cannot
be
aUributed
to
a
single
consumer,
instead
targe-ng
audiences.
Programma-c
is
growing
rapidly,
with
some
es-ma-ng
that
it
will
represent
87%
of
display
adver-sing
spend
by
2017.
3.
Mobile
Networks
-­‐
Providing
everything
necessary
for
contextual
marke-ng,
mobile
stands
at
the
center
of
media
consump-on
-­‐
allowing
consumers
to
read,
watch,
research
and
access
any
service
at
any-me
or
place.

10. Six
key
channels
to
consider
4.
Call
Centers
-­‐
A
direct
line
to
enhanced
customer
experience,
call
centers
are
cri-cal
for
industries
like
insurance,
finance
and
high-­‐end
retail,
though
they
can
be
costly.
Enhanced
recogni-on
via
real-­‐-me
data
integra-on
is
key
to
helping
operators
solve
customer’s
issues
quickly.
5.
Addressable
Television/Video
on
Demand
–
Providers
such
as
Time
Warner
or
Comcast.
These
are
usually
subscrip-on
based,
with
set-­‐top
boxes
able
to
send
specific
commercials
to
areas
or
households.
6.
Online
Video
–
Standing
between
video,
television
and
mobile,
this
channel
holds
similari-es
to
addressable
TV,
and
sees
consumers
able
to
choose
when,
how
and
where
they
consume
content
-­‐
oHen
via
a
mobile
device.

11. Best
mul5channel
prac5ces
Once
you’ve
chosen
your
channels,
you
need
to
be
able
to
target
effec-vely.

12. Best
mul5channel
prac5ces
You
must
be
able
to
recognise
consumers
across
channels,
and
match
disparate
data
sets
into
a
single
view
to
deliver
-mely,
relevant
messages
and
boost
brand
affinity.

13. Best
prac5ces
for
each
channel
Premium
Publishers
• For
best
accuracy,
relevance
and
privacy,
match
visitor
informa-on
in
a
neutral
safe-­‐haven
between
your
CRM
data
and
the
publisher’s
data.
• The
publisher
and
recogni-on
partner
must
work
together
to
u-lize
the
partner’s
safe
haven
and
safeguard
consumer
privacy.

14. Best
prac5ces
for
each
channel
Programma5c
• OHen
leverages
cookie
matching,
ideally
via
a
partner
with
the
largest
cookie
pool
possible,
able
to
handle
large
volumes
of
informa-on
with
streamlined
data
onboarding.
• Solid
integra-ons
with
DMPs
and
other
execu-on
tools
will
also
improve
success
rates
and
offer
-meliness.

15. Best
prac5ces
for
each
channel
Mobile
Networks
• Cookies
work
in
some
online
browsers
but
not
in
apps,
so
mobile
can
present
recogni-on
difficul-es.
It
is
possible
however
to
iden-fy
and
target
individuals
based
on
authen-cated
log-­‐in,
device
iden-fica-on,
or
given
PII,
then
layer
past
behaviors,
affini-es,
and
brand
rela-onship.
• It
is
impera-ve
for
marketers
to
integrate
their
own
first-­‐party
and
CRM
data
to
target
at
a
granular
level.
Third-­‐party
or
publisher
data
should
not
be
relied
on.

16. Best
prac5ces
for
each
channel
Call
Centers
• The
key
to
recogni-on
is
ensuring
phone
numbers
are
included
in
customer
records;
via
a
CRM
data
or
from
third-­‐party
data.
• Use
data
in
real-­‐-me,
not
only
for
recogni-on
but
to
make
all
the
data
a
company
has
about
a
consumer
available
to
a
call
center
associate.

17. Best
prac5ces
for
each
channel
Addressable
Television/Video
on
Demand
• Addressable
ads
are
steadily
increasing,
but
because
ads
target
a
household,
adver-sers
must
pay
a
premium.
The
more
specific
and
affluent
the
target
the
higher
the
cost.
For
that
reason,
follow
a
process
similar
to
working
with
premium
publishers
but
focus
on
relevance.
• Be
sure
that
your
recogni-on
partner
is
able
integrate
disparate
technologies
across
addressable
television
providers.

18. Best
prac5ces
for
each
channel
Online
Video
• Best
prac-ces
for
recogni-on
depend
on
your
pladorm
of
choice.
For
marketers,
devices
streaming
directly
from
the
internet
(like
Apple
TV)
are
similar
to
set-­‐top
boxes
that
enable
addressable
TV.
Those
that
are
ad
supported
(like
Hulu),
may
be
closer
to
programma-c.
• Many
premium
publishers
have
acquired
online
video
capabili-es
(like
Google
with
YouTube).
• Recogni-on
here
must
be
addressed
on
a
case-­‐by-­‐case
basis.

19. Cross-­‐channel
effec5veness
Effec-ve
cross-­‐channel
marke-ng
is
a
mul--­‐step
process,
requiring
a
high
level
of
exper-se,
compu-ng,
security,
the
right
channel
choices
and
sensi-vity
to
consumer
privacy.
But
it’s
worth
the
effort.
Regardless
of
the
channel(s)
you
choose,
there
are
fundamentals
to
consider
as
you
build
your
recogni-on
capabili-es:

20. Start
with
good
data.
New
technology
and
privacy
requirements
come
with
today’s
digital
environment.
Many
premium
publishers
have
established
partnerships,
allowing
brands
to
u-lize
their
own
marke-ng
database’s
intelligence;
matching
it
to
publisher’s
data
within
a
safe
haven
in
a
protec-ve
privacy-­‐compliant
environment.

21. Use
cookies.
If
you
can’t
do
a
direct,
data-­‐to-­‐data
match,
cookies
can
help.
Ideally,
recogni-on
partners
will
have
a
collec-on
of
cookies
-­‐
a
cookie
pool
set
through
a
range
of
publishers
for
best
scale
and
reach.
Valuable
on
their
own,
there
are
ways
to
increase
the
relevance
of
ads
delivered
based
on
these
cookies,
by
enhancing
them
with
third-­‐party
data.

22. Measurement.
Bringing
everything
together,
measurement
is
key
to
successful
campaigns
and
improvement.
Ensure
you’re
repor-ng
the
match
rate
by
consumers
matched.
When
considering
programma-c,
count
those
who
match
your
cookie
pool
and
have
one
or
more
publisher
cookies
associated
with
them.
Regularly
ask
recogni-on
partners
-­‐
“What
is
my
unduplicated
consumer
reach?”

23. GeVng
started
A
360-­‐degree
view
of
the
customer
paves
the
way
for
truly
effec-ve
cross-­‐channel
adver-sing.

24. To
put
a
program
in
place
that
allows
you
to
create
a
cross-­‐
channel
view
of
consumers,
keep
these
points
in
mind:

25. • Ensure
ad
tech
partners
ethically
use
data
to
ensure
consumer
privacy.
• Consider
which
ad
tech
partners
and
channels
will
help
you
reach
your
intended
audience,
managing
for
accuracy,
reach
and
scale.

26. • Ask
ad
tech
partners
to
define
their
processes
to
recognize
a
consumer
across
-me,
devices
and
channels.
• Iden-fy
partners
that
can
help
you
apply
a
consistent
data
strategy
across
all
channels
-­‐
the
basis
of
your
targe-ng

27. • Adopt
best
recogni-on
prac-ces
for
each
channel:
match
first-­‐party/
publisher
or
third-­‐party
data,
take
advantage
of
a
significant
cookie
pool;
leverage
device
IDs
or
other
authen-cated
data
points,
and
work
with
those
with
a
network
of
publisher
partners
and
a
host
of
delivery
op-ons
.

28. • Report
match
rate
by
consumers
matched.

29. How
do
modern
digital
marketers
achieve
profit
and
relevance,
mirror
needs
and
desires,
and
foster
trust
in
real
-me?
By
consistently
recognizing
consumers
across
-me
and
channels.
Find
out
more
in
the
whitepaper:
“Recognizing
Audiences
in
the
Murky
Marke5ng
Ecosystem“.