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Cutting-Edge Targeting in a Multi-Platform World, Ad:tech Chicago (July 2007)
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Cutting-Edge Targeting in a Multi-Platform World
Fantasy
“In 1965, 80% of 18-49 year olds in the U.S. could be reached with three
60-second TV spots…
Reality
– Jim StengelGlobal Marketing Officer, Procter & Gamble
…In 2002, it required 117 primetime commercials to produce the same result.”
Consumer Attention…
• Data is from the June 2006 Television Bureau of Advertising (TBA) report “2006 Media Comparisons Study”.1,183 US adults ages 18+ were surveyed via telephone by the Custom Survey Division of Nielsen Media Research from January 6-24, 2006
• Source: comScore Media Metrix, based on average minutes per visitor by category (8/05). Browsing/Other includes general web-surfing activity not listed in other categories, including anything from news sites (cnn.com) to retail (Amazon.com) to job sites
…is moving online…Minutes per day that people spend on major media
Magazines6
Internet
3
Television
16
Newspaper
Radio
… is not where you might think… Percent of time spent on activity
2319
2
46
12
3
SearchVoiceIMEmail Browsing/other
Discussion/chat
24
51
TV
Cable
Radio
Outdoor
Semantic Databases
Distributed Search
Intelligent Personal Agents
Fragmentation Is Only Getting Worse…
Web 4.0Web 3.0Web 2.0Web 1.0PC Era1980 - 1990 1990 - 2000 2000 - 2010 2010 - 2020 2020 - 2030
Source: Radar Networks and Nova Spivack, 2007 – www.radarnetworks.com
Cinema
The Line
Bulletin Boards
Banners
Communication (eMail, chat, IM)
Directory Portals
Push Technology
Satellite
Digital (VOD/DVR)
Radio (Satellite, HD)
Outdoor (Digital)
OOH
iTV
IPTV
Banners (Rich Media)
Desktop Applications
Search
Wikis
Social Networking/ Media Sharing
UGC (Blogs)
Adver-gaming
Mobile (Bluetooth, QR)
Viral/WOM
Video
Podcasting
‘Second Life’
Semantic Web
Semantic Search
Distributed Computing
???
30% 30%28%
26% 25% 24%
19% 18%
0%
10%
20%
30%
40%
50%
Determiningwhich sitesreach my
targetaudience
Trackingcampaign
performance
Increased adclutter
The growingcosts
inventory
Managingtrafficking
and reporting
Measuringcampaigns
acrossdifferentmedia /
attributingROI
Choosing thebest creative
formats
Coordinatingonline and
offlinestrategy
Source: JupiterResearch Advertiser Executive Survey (05/07), n = 335 (advertisers, U.S. only)
Question: Which of the following do you believe will present the greatest challenge(s) to planning and implementing online advertising in 2007? (Select up to three.)
Per
cen
tag
e o
f A
dve
rtis
ers
Advertisers Greatest Challenge Is Finding Target Audience
1. Define Measurableand Track able Campaign Goals
3. DevelopMulti-Platform Media Plan
4. Create specializedad message
5. Analyze results
2. Identify audience – behavior, insights, usage patterns, platforms
The Question isn’t What Do We Do; it’s What Must We Do…
Source: JupiterResearch (6/06)
Goals Must Connect To The Big Picture of Consumer Behavior
Brand Advertising• Branded websites• Rich media and Video• Product microsites• Sweepstakes• Sponsorships
Search Advertising
• Ad networks• Affiliate programs• Lead aggregation• Ad optimization• Targeting
Social Marketing• Brand Advocacy• Consumer Dialogue• Corporate Blogs• Customer Service
IntegratedMeasurement and Execution
Direct Response Advertising
• Consumer research• Keyword management• Website optimization
Source: JupiterResearch (6/06)
Your Audience is everywhere, and that’s a good thing…Speak to Them in Their Language (Environment)
Searches for hotels
Booked a flight
Checked airfares
Visited travel sectionRead a travel story
Registration data
Travel Prospect
Downloaded Podcast
Signed Up for Mobile Alert
Downloaded Widget
Read/Posted TravelBlog
Spoke to Network of ‘Friends’
Watched a Video Online
Data is Driving Customized Segmentation
Custom Behavioral SegmentSearches for hotels
Booked a flight
Checked airfares
Visited travel sectionRead a travel story
Registration data
Travel Prospect
Downloaded Podcast
Signed Up for Mobile Alert
Downloaded Widget
Read/Posted TravelBlog
Spoke to Network of ‘Friends’
Watched a Video Online
Delivering Precise and Relevant Messaging When and Where Consumers Are
Custom Behavioral Segment
Searches for hotels
Booked a flight
Checked airfares
Visited travel sectionRead a travel story
Registration data
Travel Prospect
Read/Posted TravelBlog Downloaded Podcast
Signed Up for Mobile Alert
Downloaded Widget
Analytics Becomes More Complex and Critical…and That’s Also a Good Thing
Behavioral Targeting Delivers Significant Lift In Effectiveness For Branding Campaigns
• Higher Compositionacross the board (115% to 145% lift)
• Better targeting can deliver higher compositions
• BT gives you brand lift over RON (on 5/6 metrics)
• In target brand lift is higher on 6/6 metrics
• When you get the right people, they remember the message more
• The BT campaigns are more cost effective than RON even if you don’t count the brand lift!
13%
31%
0%
10%
20%
30%
40%
RON andComp.
IBT AudienceComp.
Result = 145% lift inaudience
comp.
Business Travelers 5+ Business
Trips Per Year
Structural shifts in online traffic
Summary
• Audiences fragmenting on the Internet (social media, blogs, mail, IM, niche vertical content sites)
• Users are spending their time in ways that impact marketers and metrics
Traditional ad models donot supportthis trend
• Advertising dollars must follow audiences over time – it’s just plain gravity folks!
• Traditional methods of matching ad dollars to traffic do not sufficiently address this trend
Multi-Platform targeting is the answer
• Advertisers must discover target audiences wherever they reside
• Personalized messaging, consistent with the medium of communication, is essential
Adapt or risk losing relevance
• Find the audience or lose the audience
• Advertisers must adapt their message
• Advertisers must adapt their metrics
