Using behavioral targeting to target demographics is like using a horse to pull a hybrid vehicle. It works, but it's really not the best use of technology. Using 1st and 3rd party data to target consumers is more actuate and cost effective then traditional methods. With behavior, we can identify consumers looking for products or services within the week of the activity taking place. @kevinBekker www.linkedin.com/in/kevinbekker104/en plus.google.com/+KevinBekker KevinBekker.com

1. YTT K L-=
Digital Audiences
Targeting
Consumers
2015

5. Hey Kev bro… I got this
Travel Portland thing…
can you rap about
demographics?

6. Demographics involve
the statistical study of
human populations. As a very
general science, it can analyze
any kind of dynamic living
population.
Source: http://en.wikipedia.org/wiki/Demography
DEMOGRAPHICS

7. DEMOGRAPHICS

9. Traditional Media

11. Targeting should be

12. Most of us use this paper

13. What if you were targeting
Teepee Travel Enthusiasts?

14. DEMOGRAPHICS
BEHAVIOR, INTEREST, & INTENT

15. ONLINE
DEMOGRAPHICS

16. Demographic data is
gathered using
declared sources,
and then associated
directly with the
cookies within your
browser
• Age
• Gender
• Ethnicity
• Education
• Family status
• Income
• etc

17. WHAT IS A
DECLARED
SOURCE?

18. OFFLINE DATA

19. ONLINE SURVEYS AND
REGISTRATIONS

20. Programmatic Display

21. U=19107641
or
Beth

22. Hold on…
You’re
NOT
BETH?!!
Hi I’m
DAREN

23. “Nielsen only requires 472 completed diaries to
statistically (and accurately) measure a population
of 600,000 people”
Kevin Bekker , Director of Audience Targeting | Advance Visibility

24. 28,800,000 Uniques
187,663 Declared Users
Declared
Female
Audience
(Code 6330)

26. Social Profiles

27. Declared Female
Audience (Code 6330)
28,800,000 Uniques
187,663 Declared Users
52%
Female
48%
Male

28. How do we target
consumers online?
<img src="http://bcp.crwdcntrl.net/5/c=931/b=19107641" width="1" height="1"/>

29. As
consumers
browse the
internet
they
leave
behind
pathways
of data.

31. Consumer Data is
packaged together using a
Data Management Platform
(DMP)

32. Are they
different Types
of data?
“dayta” or “dahta”?

33. WHAT IS 1st PARTY DATA?

34. Data Collection

35. What you are reading
How often
Sites you visit
Social Signals
Comments
Account Login
Offline Data
Purchase Behavior
Memberships

36. When and
how often
RECENCY AND
FREQUENCY

37. WHAT IS 3rd PARTY DATA?

38. FOR SALE

39. 3rd PARTY DATA
LACKS RECENCY
AND FREQUENCY

40. When did the
behavior happen
and how many
times?

41. EVOLUTION OF DATA
COLLECTION
1st and 3rd Party Blends

42. 1st AND 3rd PARTY BLENDED
AUDIENCES CAN BE SO PURE
THEY CAN PREDICT BEHAVIOR
BEFORE IT HAPPENS.

43. HUMAN
BEHAVIOR IS
INHERENT

44. SHOULD WE STILL
USE DEMOGRAPHIC
DATA?

45. 18-35 year old affluent
adults with interest in the
Oregon coast within the
last seven days
Target should be…
plus interest and intent

46. Programmatic Display

47. Best Way to target a
Generation?
Target where they are,
and what they’re doing.

48. MILLENNIALS
95% own a smartphone or tablet
335K shopped online this month
Avg. annual online spend: $816
92% use Google, Bing or Yahoo!
84% have a social media profile
Avg. time on social media: 80 min/day
43% read news online
64% read on smartphones or tablets
Source: Scarborough 2014 R2; Base: Portland DMA (28 counties); Target: 18-34

49. GEN XERS
88% own a smartphone or tablet
338K shopped online this month
Avg. annual online spend: $930
89% use Google, Bing or Yahoo!
79% have a social media profile
Avg. time on social media: 55 min/day
46% read news online
55% read on smartphones or tablets
Source: Scarborough 2014 R2; Base: Portland DMA (28 counties); Target: 35-49

50. EMPTY NESTERS
70% own a smartphone or tablet
292K shopped online this month
Avg. annual online spend: $907
74% use Google, Bing or Yahoo!
59% have a social media profile
Avg. time on social media: 50 min/day
39% read news online
Source: Scarborough 2014 R2; Base: Portland DMA (28 counties); Target: 50-64

51. SENIORS
47% own a smartphone or tablet
48% shopped online this month
Avg. annual online spend: $809
52% use Google, Bing or Yahoo!
34% have a social media profile
Avg. time on social media: 20 min/day
30% read news online
Source: Scarborough 2014 R2; Base: Portland DMA (28 counties); Target: 65+

52. Kevin Bekker
Local Director of Audience Targeting| Advance
Visibility
@ The Oregonian Media Group
Kbekker@oregonian.com
Direct 503.294.5945
Mobile 503.341.4623
@KevinBekker
KevinBekker.com
#CookieMonster #nomnom