Audience Targeting 2.

0
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 

Today’s 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 $1.7 billion per year invested on
digital alone.
Where we play . . .
We enable advertisers and agencies,
large and small, to compete on the
same playing field.
The evolution of Audience Targeting
geo
targeting
300 B.C.
contextual
targeting
1700s
demographic
targeting
1930s - 1950s
psychographic
targeting
1960s -1970s
site and domain
targeting
1990s
predictive
targeting
2012
behavioral
targeting
2010
The traditional mental model of marketing
First
Moment of
Truth
Second
Moment of
Truth
Stimulus
Showroom Experience
Print, TV, Radio,
Internet
Source: www.google.com/think/collections/zero-moment-
truth.html
And the funnel looks like this . . .
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But it’s changed . . .
First
Moment of
Truth
Second
Moment of
Truth
Stimulus
Pre-shopping |
In-home | Dealership
Showroom Experience
Print, TV, Radio,
Internet
And so has the funnel . . .
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*,%.$#&',% *
#$-!+,%&/'0
#
Look familiar?
First
Moment of
Truth
Second
Moment of
Truth
Stimulus
Pre-shopping |
In-home | Dealership
Showroom Experience
Print, TV, Radio,
Internet
!"!#$%$&& #$-$.!%*$ *,%.$#&',% #$-!+,%&/'0 #$-$.!%*$
What this teaches us . . .
Marketers can and should use audience data
to efficiently 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 it’s
about driving sales.
It’s important to play at every level . . .
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*,%.$#&',%
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Desktop Display
Mobile Display
Desktop Video
Mobile Video
Search
Social
}
!
#
*
#
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, we’ve 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 first-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 Profile: Anonymous data stored in cookies such as
a Profile 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 files, 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 KPI’s
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
TV’s 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 you’re not providing a mobile-friendly
experience for your customers, they’ll 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
It’s 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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)
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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**


SLC leads have a 3/451 close raLe
compared Lo ouLbound sourced
leads have 3461 close raLe***
Sources: *lA8 ** lorresLer ***eMarkeLer
We all search . . .

Search delivers audiences of
all ages on any device at any
time

92% of online adults
(260 million) use search
engines to find information

59% do so on a typical day

Google is dominant while
Yahoo! / Bing can’t be
ignored

All ages use search






18-29
30-49
50-64
65+
75% 87.5% 100%
Source: Pew Internet
B2B search . . .

Forbes conducted a survey on how executives locate and
filter business information…
• The C-suite’s top information source is mainstream
search engines
• 6 out of 10 executives conducting more than 6 searches
a day
SEM and SEO work together . . .
• Paid and Organic Campaigns both have integral roles depending on
where the buyer is in the conversion funnel
*

• When paid and organic links are present simultaneously, there is an
increase of nearly 12% in the combined conversion rate
**
Sources:
*
hLLp://razorflshsearch.com/2011/08/11/pald-and-organlc-search-
why-Lhe-marrlage-of-boLh-ls-lmporLanL/#sLhash.upf9e8!o.dpbs
**
?ang & Chose, n?u, 2009, ÞÞC versus SLC: Spy vs. Spy, MarkeLlng
1ech 8log, Chrls 8oss
Slightly more than half: 53%
of the conversions happening
through paid search channels
were impacted by traffic
clicking on SEO links within
prior 7 days
For Branded KWs, SEO
visits impacted the PPC
visits by 81% 
indicating the cyclical
switching between PPC/SEO
Promotional messaging 
on Paid links triggers 
conversions by reducing
research time-span
SEO VISIT 
UNBRANDED
SEO VISIT 
BRANDED
PPC REVENUE
Display and search work together . . .
Sustained increases in
display impressions
drive significant
increases in search
impressions and clicks
Source: Parvard 8uslness 8evlew - uo ulsplay Ads lnfluence Search?
ALLrlbuLlon and uynamlcs ln Cnllne AdverLlslng
SEM trends and strategies for 2014
• Estimated Total Conversions
will be an on-going topic in 2014
• “Big Data” Software & analytics
expertise are a critical skill set in
today’s SEM world
• Real time bid adjustments for
maximizing CPC’s
• Utilizing relevant Ad Extensions
and Mobile Optimization for the
best CTR’s
Relevancy is the common denominator
Panda Penguin Hummingbird
Introduced in 2011,
speaks to content
quality (duplication,
uniqueness, detail
and depth)
Introduced in 2012,
meant to reward
relevant link building
(natural, diverse and
trustworthy)
Introduced in 2013,
replaced prior Google
search algorithm,
introduces
conversational search
instead of keyword
based search
SEO trends and strategies for 2014
• Content is still king!
Create unique, high quality content with
relevance to engage your audiences
• Brand building
relevant links from trusted sites, social
engagements and content marketing
• Mobile Optimization
mobile-friendly site/responsive design is
necessary for audiences on the move in 2014
A case for analytics
Data becomes actionable
Optimize customer
experience
Transform your
business
Optimize to user behavior
Which leads to a trend . . .
There has been a 50% increase in outsourced SEO/SEM
from 2012 to 2013
Source: www.webmarketing123.com
Kerel Cooper
Senior Director of Digital
AdPlatform Strategies
A sense of our scale
116.667
233.333
350
Uniques Pageviews
Monthly Traffic
332m
23.6m
Source: comScore November 2013
A sense of our scale (cont.)
100
200
300
Cookies
First
Party
Third
Party
100m
200m
300m
9.5
19
28.5
38
2013
Ads Served
38b
0
9.5
19
28.5
38
2013
Websites
Reached
220k+
0
9.5
19
28.5
38
2013
Networks
Reached
480+
Three kinds of marketing data
First Party Data
Third Party Data
Second Party Data
A process designed to deliver . . .
Report
Strategy
Display
Mobile
Video
Research
Optimize
Decision
Support
3rd
Party
Data PPC/
SEM
Creative
Social
2nd
Party
Data
1st
Party
Data
Data Management
Platform
Target
Audience
Audience
Target
Fulfillment
One audience, all devices
Fulfillment
Engine
Unified
Data Management
Platform
Display
Mobile
Video
1st Party Data
3rd Party Data
We create high-value
audience segments . . .
and deliver detailed
audience profiles and
comprehensive reporting
Social
2nd Party Data
Bringing it all together . . .
Total Internet Population
We extend and enrich our first party data to with premium third party data to reach prospects
for your advertisers with both interest and intent.
Geographic Targeting
• !"# %&'() !% * +, * !- * ./
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Demographic Targeting
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Interest and Intent Targeting
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Audience profile reporting
Audience profile reporting
The power of audience profiles . . .
View
Click
Conversion
View-Through
By comparing the view, click,
conversion and view-through
audiences, surprising insights can
be gained about your
advertisers' best customer.
Audience planning
It’s increasingly important
to have a clear
understanding of
audience profiles, device
usage along with interest
and intent to reach your
target audience in the
zero moment of truth.
Multiplatform targeting capabilities
Targeting Desktop  Mobile Tablet Video
Geo
DMA X X X X
State  X X X X
City X X X X
Zip X X X X
Demo
Gender   X X X X
Age X X X X
HHI X X X X
Content
Site  X X X X
Section X X X X
Page X X X X
Multiplatform targeting capabilities
Targeting Desktop  Mobile Tablet Video
Behavioral
Actions X X X X
Interest X X X X
Intent X X X X
Other
Day-Part X X X X
Frequency Cap X X X X
OS X X X X
Device   X X X X
Browser X X X X
Remessaging X X X X
One more thing . . .
Hovers Interactions
Clicks
What we believe . . .
You should reach your target audience across devices
from a single platform.
You should have unified reporting that delivers
actionable insight to enable you to measure and
optimize results.
Reporting should allow you to have a more meaningful
and detailed conversation with your customers.
Ben Lichtman
Optimization Manager
Ben Lichtman
Optimization Manager
Kaizen (改善)
Japanese for
"improvement" or
"change for the best",
refers to philosophy or
practices that focus
upon continuous
improvement.
Top 5 optimization strategies
1) Test static creative versions.

2) Use multiple creatives to boost
performance.

3) Use borders and frames to
boost performance.

4) Use site re-messaging to
understand your audience.

5) Test audience combinations with
venue combinations.
Static vs. animated creative
1 Second Elapsed 4 Seconds Elapsed 7 Seconds Elapsed 10 Seconds Elapsed
Top 5 optimization strategies
1) Test static creative versions.

2) Use multiple creatives to boost
performance.

3) Use borders and frames to
boost performance.

4) Use site re-messaging to
understand your audience.

5) Test audience combinations with
venue combinations.
Multiple creatives boost performance
300x250 only
CTR 
Up 15%
CTR 
Up 85%
Top 3 Units 7 Display Units
320X50
300X50
300X250
160X600
728X90
250X50
486X60
Top 5 optimization strategies
1) Test static creative versions.

2) Use multiple creatives to boost
performance.

3) Use borders and frames to
boost performance.

4) Use site re-messaging to
understand your audience.

5) Test audience combinations with
venue combinations.
Using borders and frames
Top 5 optimization strategies
1) Test static creative versions.

2) Use multiple creatives to boost
performance.

3) Use borders and frames to
boost performance.

4) Use site re-messaging to
understand your audience.

5) Test audience combinations with
venue combinations.
Site re-messaging optimizes results
Potential
customer
1
They visit
your site
2
But leave
without converting
3
Later they
surf the web
4
Your ads start
appearing online
Your ads recapture
interest bringing them
back to your site
Potential customers
turn into happy customers
5
6
Top 5 optimization strategies
1) Test static creative versions.

2) Use multiple creatives to boost
performance.

3) Use borders and frames to
boost performance.

4) Use site re-messaging to
understand your audience.

5) Test audience combinations with
venue combinations.
+
Match audience with venue . . .
And it never stops . . .
Today’s Winner . . .
25+ Page Analysis of over 200 factors of your website and it’s
marketing efforts and an audit consultation - $3,000 Value!
Includes:

Technical Analysis: Domain setup and
configuration, URL structure, back-end
files, navigation and organization,
crawlability, internal linking, HTML
validation

Content Analysis

Marketing Analysis

Local Presence (where appropriate to
the business)

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!

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