Targeting Evolution by Sarah Fay

Targeting Evolution

presented by

Sarah Fayto

NexTargeting Summit 2010March 18, 2010

My Year in Review

In the Meanwhile...

What’s Changing ?

Rise of RTBCPM & CPC Dominant

Media Planning

& Optimization

Data Planning & Auto

Optimization

Insights Used to Create Targets

Targeting Used toCreate Insights

Media Property Focus

Audience Focus

Separation of Inventory & Data

Media is being

Commoditized

Data is the New Black

The Play for Margin

PublishersAgencies Advertisers

Margin !

Direct Marketers are Leading

Brand Advertisers Catching On

DirectResponse

BrandAdvertising

Brand Marketers are Catching On:

24% of them consider their organizations ‘digitally savvy’

30% are using behavioral targeting to impact the allocation of the

marketing mix

64% agree that marketing departments should be organized around consumer segments, instead of brands

47% agree that media should be bought and sold based ‘engagement’ with

brand

• Source: Marketing & Media Ecosystem 2010, conducted by 4As, ANA. IAB, Booz/Allen/Hamilton

Earned

Media

BoughtMedia

BrandOwned Media

Time and Effect Exponentially Increases

Dunkin’ Donuts Brand Response

Leveraged BOTH key insights

• Celebrated donut variety

• Solicited donut memories

And promoted sharing via social tools and viral offers

Paid Media Drives to Engagement and Viral

Many finalists created Facebook

fan groups to get out the vote online

Jimmy Kimmel made fun of us with his “Sushi Donut”

Measurable Participation

Targeting & Performance Metrics

Most Important

What’s Next ?1. Advanced optimization will apply to all advertising experiences.

2. Data talent will become more prevalent.

3. Watch the space of agencies and publishers- new service models will emerge.

4. Online buying behavior will become prevalent in traditional channels.

Thank you &

Questions ?