2. Behavioural Targeting - Delivering Precise and Relevant Messaging When and Where Consumers Are Bespoke Behavioural Segment Searches for hotels Booked a flight Checked airfares Visited travel section Read a travel story Registration data Downloaded Podcast Signed Up for Mobile Alert Downloaded Widget Travel Prospect Read/Posted Travel Blog
3. Why is Behavioural Targeting Getting so BIG? Source: eMarketer , February 2007 Key eMarketer numbers – U.S. online advertising spending U.S. online advertising spending in 2011, up from $16.4 billion in 2006 $36.5 billion Growth in U.S. online advertising spending in 2011, down from 30.8% in 2006 13.0% U.S. paid search advertising spending in 2011, up from $7 billion in 2006 $16.2 billion Online video advertising in 2011, up from $775 million in 2006 $4.1 billion Total U.S. advertising spending in 2011, up from $285 billion in 2006 $323 billion 11.3% U.S. online advertising as a percentage of all U.S. advertising spending in 2011, up from 5.8% in 2006 Coming From Offline
4. Where are Consumers Spending Their Time Online? Data is from the June 2006 Television Bureau of Advertising (TBA) report “2006 Media Comparisons Study”. Source: comScore Media Metrix, based on average minutes per visitor by category (8/05). Browsing/Other includes general web-surfing activity not listed in other categories, including anything from news sites (cnn.com) to retail (Amazon.com) to job sites 3 Search Voice Browsing/ other IM Discussion/ chat E-mail Percent of time spent on activity It’s not where you might think Your online audience spends most of their time browsing
5. Inventory Constraints Are Limiting Contextual Opportunities Premium Contextual ROS Premium Sites ROS Portal; Social Media; Network PREMIUM INVENTORY CPM
6. The Behavioural Opportunity for Marketers Average CPM Tier 1 € 10+ Tier 2 € 1-10 Tier 3 < € 1 60 50 100 0 2 4 6 8 10 12 0 20 40 60 80 * Obviously, these are very broad/average CPM ranges… Web impressions Percent Contextual targeting ~ € 15.00 - 20.00+ Behavioural Targeting with Revenue Science ~ € 10.00 - 12.00 ROS Targeting ~ € 5.00 - 10.00 Traditional ad network or Exchanges or Portal ROS € 0.50-1.00 Marketers find a premium audience at a lower CPM
7. Behavioural Targeting Becoming the Standard Most Effective Online Advertising Targeting Methodologies 52.4% 32.9% 30.5% 14.6% 4.9% (Including Daypart) Source: American Advertising Federation (AAF), November 2006 Behavioural Demographic Contextual Geographic Other
8. How Do Consumers Respond? 0% 20% 40% 60% 80% 100% Q: Please indicate to what extent each statement describes your attitudes: I pay more attention to online ads directly related to my online activity (Contextual); I pay more attention to online ads that fit my specific interests (Behavioural) Source: AOL/Revenue Science Sponsored Jupiter Research April 2007 Behavioural Ads More Likely To Receive Attention Represents Top 2 Box Scores: Strongly Agree, Agree 49% 63% Contextual Ads Behavioural Ads
9. How Do Consumers Respond? Represents Top 2 Box Scores: Strongly Agree, Agree Q: Which statement best describes how frequently you have shopped online (i.e., conducted research online and/or purchased online) in the past 12 months? Q: Please indicate to what extent each statement describes your attitudes: I pay more attention to online ads directly related to my online activity (Contextual); I pay more attention to online ads that fit my specific interests (behavioural) Source: AOL/Revenue Science Sponsored Jupiter Research April 2007 Behavioural Ads More Likely To Receive Attention 20% 50% 72% 36% 65% 78% 0% 20% 40% 60% 80% 100% Non-Shoppers Infrequent Shoppers Frequent Shoppers
10.
11.
12.
13.
14.
15.
16.
17. Thank you Jeremy Mason [email_address] www.revenuescience.com/uk
