ORLA Targeting Presentation 10/13/13
- 1. OREGON RESTAURANT AND LODGING ASSOCIATION 10.13.13
- 4. So How Do Advertisers Reach Audiences: With The Right Offer, at The Right Time, AND In The Right Context?
- 5. Welcome to Today’s Audience Targeting Workshop
- 6. What We’ll Learn Today: Understand How Companies Collect Information and Why Identify Online Targeting Capabilities Create an Audience Targeting Strategy Note: Everything we are doing today will be oversimplified. The Real World isn’t a vacuum, but for today’s purposes we’ll be looking at things from a very straightforward perspective.
- 7. How Do Companies Collect Data (and why)
- 8. How Do Companies Collect Data? C is for Cookies A cookie, is a small piece of data sent from a website and stored in a user's web browser while a user is browsing a website. Upon their return the data stored in the cookie is sent back to the website by the browser to notify the website of the user’s previous activity. Cookies can be first party as well as third party.
- 9. First Party Data The Information We Volunteer SEARCHES WEBSITES VISITED RealGM OregonLive COMMENTS MADE (USER ID) Yahoo! Pandora FORMS FILLED OUT Facebook Linked In
- 10. Some Ways a Company Can Collect Data: articles, clicks user id social video,
- 11. user id / registration Many sites use registration data to help them to identify key demographic characteristics of their users. A User ID also helps them to track user activity on their site, including their direct actions and interests. This voluntary information is also sometimes sold as 3rd party data to other websites, publishers, ad networks, exchanges or data providers.
- 12. articles, clicks Using The Example of OregonLive.com. A user could be categorized into a number of interest areas: Jobs, Autos, Real Estate, Rentals, Classifieds, News, Business, Sports, High School Sports, Entertainment and Local News as examples.
- 13. social and sharing In today’s age of social media, websites have created a dual benefit in providing their users with social sharing features. The user is able to share their favorite content to their friends. This helps a user to feel connected to the website and gives them a sense of community. In return the website is able to identify what content is being shared, which users are social influencers and a number of other social insights to aid in bolstering their targeting capabilities.
- 14. video, music Video content and music provide another level of user engagement beyond static content. Websites featuring this type of content typically have higher time spent on the site. This higher level of engagement allows the website to capture a tremendous amount of information about the user’s top interests. It also gives their advertisers lengthier exposure to advertising.
- 15. WIIFT (What’s in it for them)? Advertisers and Publishers Are Trying to Anticipate Your Needs. Their focus? “What Is This User Thinking?” Understanding This is the First Step in Creating Meaningful Digital Experiences
- 16. What Do We Know About Our Target Audience? How Do WE Use Online? Discussion Points: Are Some of Your Online Interests More Intense or More Important to You? Are You in a Different Mindset During Different Segment of Your “Clickstream” Are There Different Times of Day Where Something is More Interesting to You? Are There Any Brands or Products That Are More Important to You? How Do These Brands Align to Your Online Behaviors? Do They? Does Your Behavior Change Depending Upon The Device You’re Using? What Are You Most Enthusiastic About?
- 18. Targeting Is Now Mainstream Who’s Using Targeting? It is no longer a question of “if” advertisers are using targeting. The question is now, “how” advertisers are using targeting. Source: eMarketer, eXelate, “State of the Industry,” April 22, 2013
- 19. AUDIENCE TARGETING BEHAVIORAL TARGETING DEMOGRAPHIC TARGETING CONTEXTUAL TARGETING RE-MESSAGING STRATEGIES MOBILE / TABLET VIDEO / TV DESKTOP / LAPTOP
- 20. BEHAVIORAL TARGETING Online Interests, Searches, Content they’ve viewed Purchase Decision Behavior Intent Shopping Interests / Enthusiasts Travel Destination – Oregon Stays at 5 Star Resorts Eats Out Top Tier Spender at Restaurants (Master Card) Green Living Parenting Tech Lifestyle Segments Arts & Culture Home & Family News & Politics Style, Fashion, Clothing
- 21. DEMOGRAPHIC TARGETING • Age Gender • Income Level of Education • Language Occupation Doctoral Degree 35 Year Old Mom
- 22. CONTEXTUAL TARGETING Target users by the type of website content they are engaging with. Sample of Content Categories and Sites: Food and Drink Alcoholic Beverages Restaurants Vegan Travel Hotels and Accommodations Tourist Destinations Car Rental and Taxi Services
- 23. RE-MESSAGING Invite Them Back With Re-Messaging Network Site (Desktop) Network Site (Desktop) Mobile Site Network Site (Desktop) Mobile Site Network Site (Desktop) Your ad reaches users who have already been to your site. The ads are served across their click stream on sites that the users visit throughout their day.
- 24. RE-MESSAGING Types and Use Site Re-Messaging. Reach people who have already visited your site. Typically used for efforts around branding or awareness, as well as offers where all visitors would be eligible for participation. I use this as an audience profiling strategy to help websites identify who their core audience really is. Creative Re-Messaging. Reach people who have: viewed, interacted with, or clicked on the ad. This could allow for sequential messaging strategies, increased frequency within an organically created audience, or for accelerated offers (deeper discounts to entice to action). Section Re-Messaging. Reach people who have visited a specific section of your website. Can be used to develop cross promotional messaging opportunities or to more appropriately align your creative messaging to a specific audience. Exclusion Re-Messaging. Remove the people who have already converted and focus on only those who have yet to take the desired action. Can also be used for audience segmentation strategies or for interactive storytelling through staged activations.
- 26. What Can Digital Marketing Do For You? • Technology Allows Digital Marketers to Reach Highly Specific Audiences En Masse. • Achieved Through Technological Platforms. • Marketing Segmentation • Device, Content, Behavior, Medium (email, text, etc) • Digital Marketers Can Reach Only Those Who Are “Raising Their Hands” • Create Exposure to Those Who Are Not • Advanced Reporting and Data Collection Can Help Marketers to Build “Look-ALike” Audiences. • Storytelling Can Create Unique Interactive Engagements, Viral / Social Distribution, And Connect Activations Across Offline and Online Environments.
- 27. Creating a Targeting Strategy Total Internet Population Geographic Targeting Audience Targets *National? *State / Region / Metro? *City / Zip Code? • Type of Content • Relevant Behaviors? • Key Demographics? Rich Media / Section Takeovers / Wallpaper Pre-Roll Video Site Takeovers / Roadblocks / Expandables Mobile Apps • • • • Desktop / Laptop Tablet Mobile Video Ad Networks High Impact / Awareness • • • • Mediums / Devices • • • • Audience Segmentation Behavioral Targeting Vertically Aligned Networks (Travel) Contextual Targeting • Hint: Think About Mobile Differently – Rectangle Unit Takes Up a TON of Real Estate Invite Them Back with Re-Messaging We will utilize re-messaging to invite site visitors to come back again. This strategy can also be utilized to create audience segments based upon their engagement with specific sections of your site.
- 28. Who is our Target? •What Are They Passionate About? •They Are Music Enthusiasts •Lifestyle? •They Enjoy the Night Life •Is There a “Sweet spot” Demographic? •Ages 21+ (21-45) •Other Demographic Behaviors? •No Kids in Household Targeting Assumptions Could be Collected From: Google Analytics, Customer Surveys / Feedback, or Through •Other Characteristics? •Urban, Hipster, Mobile
- 29. Goal: Drive Ticket Sales and Create Unique Marketing Segments Geographic Targeting Audience Targets Targeted Regionally to Desktop Environments Target by Zip Code 5 Mile Radius via Mobile • Music/Lifestyle Content • Ticket Buyers • A 21 - 45 Rich Media / Section Takeovers / Wallpaper Pre-Roll Video Site Takeovers / Roadblocks / Expandables Mobile Apps • Desktop • Mobile • Video / Visual Ad Networks High Impact / Awareness • • • • Mediums / Devices • • • • Audience Segmentation Behavioral Targeting Vertically Aligned Networks (Travel) Contextual Targeting • Hint: Think About Mobile Differently – Rectangle Unit Takes Up a TON of Real Estate Invite Them Back with Re-Messaging We will utilize re-messaging to invite site visitors to come back again. This strategy can also be utilized to create audience segments based upon their engagement with specific sections of your site.
- 30. Example of a Audience Targeting Strategy Digital Media Strategy High Impact Placements (Targeted Awareness) Section Takeover : Wallpaper Mobile Section Placement :15 Pre-Roll Audience Targeting (Targeted Consideration) Content Targeting Genre Specific Sites Behavioral Target Event and Music Ticket Buyers Re-Messaging (Audience Segmentation) Creative Re-Messaging: Create Sequential Messaging, Re-Message High Impact Exposure Group. Utilize Exclusion Pixel to Address Cart Abandonment, and Invite Back Non-Buyers Section Re-Message Those Interested in Other Concerts. Site Re-Message All Site Visitors with 4 x Per Day Frequency Cap Optimization Set Up View Through and Click Conversions Utilize Google Analytics Implementation Guide Creative (The Banner Ads Themselves) •Ensure Creative Direction is Unique to Each Audience Segment and to Device Specifications. Pixel Implementation •Creative • •Section • Handled by Vendor / Publisher Quality Check to Ensure Pixels are Appropriate Placed •Site • Quality Check to Ensure Pixels are Placed on ALL Pages of Site Enable Google Analytics / Omniture / Tracking •Generate UTM Codes for Custom Landing Pages and Tracking • Track by Target / Device and other Important Metrics Capture Custom Audience Profiles •Demographics • M/F, Age Distribution, Education •Behavioral Insights
- 31. Some Resources: www.moat.com - Free site. Gallery of Creative, Searchable by Brand. Google Analytics UTM Builder: https://support.google.com/analytics/answer/1033867 eMarketer / Ad Age / Forrester