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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1) Developments in online and offline data are allowing for greater audience targeting and personalization across channels. 2) Display advertising spending is growing strongly in Europe and the UK, driven by improved audience targeting capabilities. 3) Data management platforms (DMPs) are helping advertisers connect data from various sources to build a single view of audiences and optimize targeting across channels like search, display, and mobile.
Online Advertising Theatre; Removing the barriers: how developments in online and offline data is driving online targeting to deliver greater relevancy and multi-channel
- 2. 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
- 3. Online display growing strongly in Europe 3
- 4. UK – H1 2011 continues this trend Source: IAB/PwC Advertising Expenditure survey: H1 UK 2011 4
- 5. Audience targeting helping drive growth Source: IAB/YouGov Feb 2011 5
- 6. Audience targeting makes budgets work harder Source: IAB/YouGov Feb 2011 6
- 7. 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
- 8. The importance of Data Management Platforms (DMP) 8
- 9. Same ingredients, different results Steel Aluminum Plastic Rubber Glass Leather 9
- 10. Your audience is in silos Offline Registration Data Advertiser On-Site Behaviour 10
- 11. Single view of your audience Offline Registration Data Advertiser On-Site Behaviour 11
- 12. Connecting and optimising Advertiser Data DSP 1 Search Data DSP 2 DMP AudienceScience Ad Exchange Data Segment Creation UI Premium 3rd Party Data Publisher AudienceScience Offline Data Network 12
- 13. BMW, who is going to buy your car? In-Market Executive Car Buyers Audience: 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 cars aspirations •Getting insurance quotes •Carrying this out 8 times in the last 3 weeks 13
- 14. The value of offline data in an online world 14
- 15. Not re-inventing the wheel ‘traditional data’ meets the ‘new world’ Mark Lindsay, Client Director Experian 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.
- 16. The data explosion Proliferation of customer touch-points Proliferation of types of data Disparate data ownership © 2011 Experian Limited. All rights reserved. Experian Public.
- 17. So how do we build an Audience to target .... ? © 2011 Experian Limited. All rights reserved. Experian Public.
- 18. ConsumerView: Experian’s UK consumer database, providing a comprehensive, 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.
- 19. Recognisable target audiences – relevant offers, creative, information, products......... © 2011 Experian Limited. All rights reserved. Experian Public.
- 20. 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.
- 21. 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.
- 22. Consistent targeting … Sophie falls within Brand X’s target segment O61 From Out Of Home ..... © 2011 Experian Limited. All rights reserved. Experian Public.
- 23. Consistent targeting … Sophie falls within Brand X’s target segment O61 ... To Display Ads © 2011 Experian Limited. All rights reserved. Experian Public.
- 24. 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.
- 25. © 2009 Experian Information Solutions, Inc. All rights reserved. Experian Public.
- 27. Copyright © 2012 AudienceScience. All rights reserved
Editor's Notes
- #10: Same base components.., different outcomes. It all comes down to how you bring it all together. You need to be aware of ‘how’ you use things, not just ‘what you use’. You need the right ‘tools’ to bring it all together so it serves your needs and delivers what you expect.
- #14: Both target audiences are relevant. One is a factual and broad audience. Does not take into account if they are in-market or any recency factors. The other is based on people who could well be in the market to buy the car. They may be female, they may be 60+ but they are performing actions that make them a much better prospect than simply a demographically-defined audience. Importantly, the key criteria of recent and frequency can be brought into play.
- #17: Businesses today are creating ever more customer touchpoints that are capable of yielding data on the customer that can provide useful insights into their tastes , behaviours or preferences. As people trawl the web, interact with company websites, browse social networks, make enquiries or consume services at home they leave a trail of disparate data ingredients that organisations can in theory devour to better understand and target customers. How do we make sense of all of this data?
- #18: Well the reality is that the ‘off line world’ have been using Consumer Data Assets for a long time to help ensure that marketing messages are timely and relevant
- #19: A great example of the sort of assets that are out there is ConsumerView – a single database holding more than 500 attributes on almost every adult in the UK. We can use this to contribute not only to ‘traditional market channels’ but on-line and new channels too. So there is no need to re-invent the wheel © Experian Ltd . All Rights Reserved.
- #20: We have been helping organisations to KNOW, GET AND KEEP customers using in-depth target marketing insights for 25 years. Mosaic is a well known consumer segmentation This is me and how Mosaic describes me I am the same person on-line and off-line
- #21: So we now have the ability to bring all of the power of off line data to targeted advertising. Powering inventory.
- #22: More and more Brands are able to make marketing decisions across multiple channels using the same ‘currency’ Just as a little example – you could take Sophie – someone that Brand X want to target. Now they could work in silos and create acquisition strategies for each different channel - but they can be smarter than that.
- #25: But the great thing about this data is that it isn’t just relevant on one channel – it can be consistently applied across multiple channels. This helps consistent messaging, and also contributes to measurement and attribution