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The Most Valuable Customer
at the Moment of Truth
Your agency/major accounts team
Jon Babicz
Agency/Major Accounts Sales Director
jbabicz@nj.com
Diane Lewis
Digital Solutions Strategist
dilewis@nj.com
Chris Bock
Digital Solutions Strategist
cbock@nj.com
Chris DeGeorge
Digital Solutions Strategist
cdegeorg@nj.com
Cindy Cuoco
Digital Solutions Strategist
ccuoco@nj.com
Michael Iuzzolino
Digital Solutions Strategist
miuzzoli@nj.com
Todays speakers
Ben Lichtman
Optimization Manager
blichtma@advance.net
Bill Cooke
Director Search Engine Marketing
bcooke@nj.com
Jeff Sutton
Director of Audience Targeting
jsutton@advance.net
Kerel Cooper
Senior Director of Digital
Ad Platform Strategies
kcooper@advance.net
What is Audience Targeting?
Audience Targeting is the art and
science of using observed, declared and
predictive consumer data to create
targetable audience segments across
networks, platforms and devices.
A company that cracked the code . . .
According to Proctor & Gamble
CEO Robert McDonald, P&G will
spend 35% of their marketing budget
on digital this year.
This equates to between $1.2 billion
to $1.7 billion per year invested on
digital alone.
Where we play . . .
We enable advertisers and agencies,
large and small, to compete on the
same playing eld.
The evolution of Audience Targeting
geo
targeting
300 B.C.
contextual
targeting
1700s
demographic
targeting
1930s - 1950s
psychographic
targeting
1960s -1970s
site and domain
targeting
1990s
predictive
targeting
2012
behavioral
targeting
2010
The traditional mental model of marketing
First
Moment of
Truth
Second
Moment of
Truth
Stimulus
Showroom Experience
Print, TV, Radio,
Internet
Source: www.google.com/think/collections/zero-moment-
truth.html
And the funnel looks like this . . .
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But its changed . . .
First
Moment of
Truth
Second
Moment of
Truth
Stimulus
Pre-shopping |
In-home | Dealership
Showroom Experience
Print, TV, Radio,
Internet
And so has the funnel . . .
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Look familiar?
First
Moment of
Truth
Second
Moment of
Truth
Stimulus
Pre-shopping |
In-home | Dealership
Showroom Experience
Print, TV, Radio,
Internet
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What this teaches us . . .
Marketers can and should use audience data
to efciently drive stimulus and reach those
consumers with product interest and
shopping intent across networks and devices.
Why Audience Targeting 2.0?
Source: webmarketing123.com
Last year it was about
branding, this year its
about driving sales.
Its important to play at every level . . .
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Desktop Display
Mobile Display
Desktop Video
Mobile Video
Search
Social
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Where we play . . .
First
Moment of
Truth
Second
Moment of
Truth
Stimulus
Pre-shopping |
In-home | Dealership
Showroom Experience
Print, TV, Radio,
Internet
First vs.third party data . . .
Based on internal testing, weve found that
using targeting data strongly enhances ROI;
however, not all data is created equally.
For example, third-party data (while still
valuable) is not a differentiator, but rst-party
publisher data that ties in closely with our
consumer/shopper insights is.
~ Bob Arnold, Director of Digital and Social Media at Kellogg Company
The Power of First Party Data
A publisher can define what first party data is
by creating content, hierarchies and data
points that capture consumer interest,
shopping intent, demographic and lifestyle
data.
For browsers that do not allow 3
rd
party
cookies (particularly mobile) we create 1
st
party data audiences on all users regardless
of operating system, device, and browser to
create rich 1
st
party mosaics of our audiences.
The Power of First Party Data
A publisher can define what first party data is
by creating content, hierarchies and data
points that capture consumer interest,
shopping intent, demographic and lifestyle
data.
For browsers that do not allow 3
rd
party
cookies (particularly mobile) we create 1
st
party data audiences on all users regardless
of operating system, device, and browser to
create rich 1
st
party mosaics of our audiences.
And what kind of data is available?
Ad Tags and Cookies can capture any action or event on a
website or device. This may include:
User Context: Implicit information such as the IP
address or UDID of your mobile phone, the type of web
browser you are using or how you were referred to the
site. (e.g. search, click-through from an ad, etc.)
User Prole: Anonymous data stored in cookies such as
a Prole ID or targeting criteria
User Behavior: Data including the products, content or
ads you viewed, links clicked, time on the page, etc.
April 3, 2010
In four years . . .
U.S. Adult PC
Penetration 4 Years
After Release: 10%
U.S. Adult Color TV
Penetration 4 Years
After Release: 1%
In four years . . .
U.S. Adult Tablet
Penetration 4 Years
After Release: 50%
Food for Thought
Food for thought . . .
U.S. digital stats - January 2014
316m
TOTAL POPULATION
254m
INTERNET USERS
178m
ACTIVE SOCIAL NETWORK USERS
254m
MOBILE BROADBAND SUBSCRIBERS
80%
MOBILE BROADBAND PENETRATION
5h 13m
AVERAGE DAILY INTERNET USE
DESKTOP OR LAPTOP
2h 25m
AVERAGE DAILY INTERNET USE
MOBILE OR TABLET
Source: http://wearesocial.net/blog/2014/01/social-digital-
mobile-worldwide-2014/
Mobile vs. desktop . . .
Source: comScore 2007 - 2014
Audience patterns by day
Advance Digital
Metric 1: Desktop Page Metric 2: Mobile Page
Source: SiteCatalyst Internal log les, Jan 2014
A multi-platform approach . . .
Why it Works
ADI and Conde Nast
User Data
Access to premium Third Party cookies
describing consumer demo, interests and intent
Powerful, unique DMP
Precise Audience
Targeting
Clean, transparent
reporting
Continued multi platform
optimization around KPIs
Unique, engaging, scalable
creative
+
Cross-device targeting capabilities
Desktop:
1
st
Party Data
3
rd
Party Data
Geo
Demo
Content
Behavioral
Mobile Web:
1
st
Party Data
3
rd
Party Data
Geo
Demo
Content
Behavioral
Lat / Long
Apps:
UDID
1
st
Party Data
3
rd
Party Data
Geo
Demo
Content
Behavioral
Lat / Long
Newsletter targeted display advertising
Newsletter audience targeting
ads are placed in newsletters
using audience targeting
criteria the ad is served to
the audience target, not the
content of the newsletter.
Mobile newsletters deliver . . .
And the ad is device and
time of day aware the
ad is served when the
newsletter is opened
and optimizes to the
device and time of day.
Social media audience targeting
300x250 Twitter
300x250 RSS
300x600 Facebook
2014 mobile direction
Deeper, OS agnostic
location aware offerings
including iBeacon
implementations
2014 mobile direction (cont.)
Sequential
messaging across
all devices
including smart
TVs with
responsive
creative according
to device and time
of day
Mobile responsive rich media - quick looks
Autos
Mobile responsive rich media - quick looks
Video
Death of the mobile web . . .
If youre not providing a mobile-friendly
experience for your customers, theyll bounce off
your website and go to your competitor whose
website is easier to use.
~ Joshua Steimle, Forbes, Nov 2013
Bill Cooke
Director
Search Engine Marketing
How do shoppers shop on-line?
Source: Google/Shopper Sciences, Zero Moment of
Truth Study Tech, Apr 2011
Its about shaping the consumer journey
First
Moment of
Truth
Second
Moment of
Truth
Stimulus
Pre-shopping |
In-home | Dealership
Showroom Experience
Print, TV, Radio,
Internet
SEM and Audience Targeting
!"!#$%$&&
#$'$(!%)$
)*%($#&+*%
#$'!,*%&-+.
Search Engine
Marketing is
complementary to
Audience Targeting
at every stage in the
funnel
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Facts about search . . .
Search conLlnues Lo lead all dlglLal
ad formaLs, reporLlng /01 Lhrough
flrsL x of 2013*
201 of all Lrafflc Lo a buslness
webslLe comes from search**
Content Analysis
Marketing Analysis
Social Media
Your agency/major accounts team
Jon Babicz
Agency/Major Accounts Sales Director
jbabicz@nj.com
Diane Lewis
Digital Solutions Strategist
dilewis@nj.com
Chris Bock
Digital Solutions Strategist
cbock@nj.com
Chris DeGeorge
Digital Solutions Strategist
cdegeorg@nj.com
Cindy Cuoco
Digital Solutions Strategist
ccuoco@nj.com
Michael Iuzzolino
Digital Solutions Strategist
miuzzoli@nj.com
Thank You!