The Future of Targeting - SMX East 2014 - Benjamin Spiegel

The Evolution & Future of Retargeting

Benjamin Spiegel Sr. Partner, Managing Director - Strategy

Twitter: @nxfxcom LinkedIn: in/BenjaminSpiegel

EMail: Benjamin.Spiegel@groupm.com Google+: +BenjaminSpiegel

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Targeting used to be simple…

…then consumers wanted choice

Only one way to get connected…

…with only a few choices

But we evolved again…

CONNECTING BRANDS TO CONSUMERS IN A RELEVANT WAY.

CONTENT BASED TARGETING

INTEND BASED TARGETING

WE EVOLVED AGAIN: RLSA/RETARGERTING/REMARKETING

Retargeting - How it works

Retargeting - It is brilliant

Behavior

Content Intend

Perfect Audience

CHALLENGES •  Multi-screening

•  Scale

•  Cost

•  Reach

•  Messaging

•  Social / Mobile

•  Vendor

THE SOLUTION: AUDIENCE BUYING

The 4 key components

RTB

DMP

SSP

EXC

DSP

The Display Landscape

The magic of the DMP What are the ingredients?

Transactions Segments Campaigns Products

Lifetime Value

Clicks

Impressions Interactions Conversions

Psychographics Demographics Offline Buyers

Financials Web Behavior

Search Behavior

Offline Segmentation

Digital Ad Impact

Campaign Data

Audience

CRM Database

Brand Research

WHATS NEXT The future of targeting and media

The Social-Mobile-Digital Sweet spot

Mobile

Social Web

Socialite 2.0 – Building Social Audiences

Social targeting

Hyper relevant messaging

Socially enhanced creative units

TV Please…

Second Screen targeting

Sync – Devices listen and react

Digital fingerprint is recognized

Trigger is fired Ad delivery in 5-10 minutes

Ad airs

A WPP Company

THANK YOU @nxfxcom