Upgrade from ICM - 3Q Digital · Tuned for reach and clicks Tuned for reach and clicks Tuned for intent and conversions Better than ICM 2-3X more volume More granular reach 10% more

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Upgrade from ICM To the next generation of audience targeting


The evolution of Google’s audience solutions across the funnel

Awareness

Consideration

Purchase

Advocacy

2008 - 2010 2011 - 2014

Interest Category Marketing Remarketing Search

Affinity audiences Custom affinity audiences In-market audiences Similar audiences Remarketing Google analytics remarketing Dynamic remarketing Remarketing lists for search ads Search


The limitations of interest category marketing

Interest Categories were a big deal in 2009… but quickly experienced an identity crisis

Brand Direct Response

Based on site topics (not audiences) aimed at driving clicks

Neither focused on reach for brand marketers nor on conversions to drive performance

●  Law & Government ●  News & Reference ●  People & Society ●  World Localities

Google Confidential and Proprietary

First thing’s first: establish the goal of your current ICM campaign

Reach enthusiasts who are passionate about your product or service

Extend your existing offline TV buys online with similar scale

Measure viewable impressions, engagements, and brand lift

Reach a more targeted audience that intends to make a purchase

Complement your remarketing campaigns with new qualified customers

Measure conversions, sales, leads, uplift on remarketing campaigns

Awareness Sales Affinity Audiences

In-market Audiences

?


Affinity Audiences for Brand Advertisers Buy the same segments at the same reach as on TV

Points of Passion Active Lifestyle Travel Savvy Arts & Entertainment Consumer Habits

Luxury Shoppers Outdoor Enthusiasts Hardcore Gamers

Fashion Forward Travel Buffs 30-Minute Chefs


Log into email

Log into social network

Check back into email to share line-up changes with the group

Affinity audiences are identified through a pattern of behavior

Chat online with friend about the big game

Car safety site for electric cars

Visit blog discussing electric cars

Revisit manufacturer site to read pricing

options

Visits site to see options for car financing

Click ad for hybrid to see interior on manufacturer site

Research new team jersey

Check football scores on sports site

Make changes to line-up on fantasy football

site Read interview with

favorite player

Watch highlights of last week’s game

✔

Page-level content the user is reading

Repeated pattern of interaction with

topics

Logged in behavior on YouTube

Real time updates tased on changing

behavior

Compare against user’s normal web

behavior

Compare against user’s

normal web behavior


Creating affinity audiences: a detailed look

Page-level granularity While others depend on the publisher to provide

a categorization at the site level; our system picks up on the specific page a user is reading.

Repeated pattern of interaction Visiting a sport site one time does not make you an

avid sports fan; our system looks for frequent, repeated visits to determine actual passion points.

Logged in signals When users are logged in on YouTube, we take

into account past actions and likelihood to engage with ads.

Real-time updates Our segments are updated in real time so

that advertisers know they are always reaching the right audience and not a stale

cookie list.

Normalized for each user We look at a user’s typical web behavior

and compare their relative time spent on a certain interest to decide if they are truly

passionate.


Interest Category Marketing vs. Affinity audiences Affi

nity

aud

ienc

es

Interest Categories

In-market audiences

Reach Signals

Affinity audiences have 2-3x more volume than ICM.

Performance Taxonomy

The ICM taxonomy is built using topics so includes segments like news, society & culture, world localities - not specifically products & services. The affinity audiences taxonomy is built to achieve maximum reach against broad, TV-like audiences (e.g. Sports Fans, 30 Min. Chefs).

ICM only reaches audiences who have recently visited a site about your chosen topic. Affinity audiences reaches all enthusiasts who have showed a long term engagement with a topic. e.g. ICM will reach users who may click on an ad about hotels; affinity audiences reaches all travel enthusiasts.

More targeted reach than ICM

When paired with affinity audiences, engagement ads achieve a 28% higher engagement rate than ICM on average. On average, affinity audiences have 70% higher VTR on True View than ICM.

Google Confidential and Proprietary Google Confidential and Proprietary INTERNAL: Google Confidential and Proprietary

Introducing custom affinity audiences: your audience, created by you

You know best which users are likely to be inspired by your brand… why choose a one-size-fits-all audience?

●  Identify your ideal audiences ●  Reach them at scale, with minimal

waste ●  Measure the impact of your ads with

those audiences


Powerful signals and sophisticated data: Custom affinity audiences

●  Enter at least 10 interests or URLs to best establish a theme

●  Choose the most specific URLs related

to your audience vs. a homepage ●  Estimated impressions will update in

real time ●  Top interests & demographics around

your defined audience will appear based on your inputs


Awareness

Consideration

Evaluation

Purchase

Advocacy

Highly qualified users ●  Drive higher consideration among people actively researching

and intending to buy products and services you offer ●  Next generation of audience targeting for performance advertisers

In-market audiences for performance advertisers


Examples of available segments

Apparel and accessories

Home and Garden

Consumer Electronics

Auto and Vehicles

Baby & Children’s products

Formal Wear

Swimwear Activewear

Handbags Jewelry & Watches

Lingerie Men’s Apparel

Bridal Wear Costumes Suits and

Business Attire

Fine Jewelry Watches

Wedding & Engagement Rings

Perfumes & Fragrances

Luggage

Outerwear

Shoes Athletic

shoes Boots

Dress shoes

Wallets Briefcases

& Leather Goods


Log into email

Log into social network

Check back into email to share reviews with spouse

Email friend about car reviews

Car safety site for electric cars

Visit blog discussing electric cars

Revisit manufacturer site to read pricing

options

Visits site to see options for car financing

Click ad for hybrid to see interior on manufacturer site

Consumer research

Product or service listings

Content with strong conversion history to

related segment

Recency and frequency of

visits

Views and clicks on related ads

Powerful signals and sophisticated data: In-market audiences


Interest Category Marketing vs. In-market audiences

Reach Signals

All things being equal, in-market audiences delivers 10% more conversions per dollar than ICM

Performance Taxonomy

The ICM taxonomy is built using topics so includes segments like news, society & culture, world localities - not specifically products & services. The in-market audiences taxonomy is built to reach users in the market to buy products & or contract services e.g. apparel & accessories, baby & children’s products, consumer electronics.

ICM reaches captures passive interests and any recent browsing behavior. In-market only reaches users intending to make a purchase. e.g. ICM will reach users interested in download desktop wallpapers of lamborghinis In-market audiences will reach users intending to buy lamborghinis.

More targeted reach than ICM

Affini

ty a

udie

nces

Interest Categories

In-market audiences In-market audiences


Appendix


The next generation of interest based advertising

Affinity audiences Custom affinity audiences In-market audiences

Based on advertiser goals

Awareness Awareness & Consideration Evaluation & Sales

More sophisticated signals

Tuned for reach and clicks Tuned for reach and clicks Tuned for intent and conversions

Better than ICM 2-3X more volume More granular reach 10% more conversions per dollar

Cross device Desktop, mobile, tablet Desktop, mobile, tablet Desktop, mobile, tablet

Cross channel Desktop & mWeb, Apps, Video

Desktop & mWeb, Video (coming soon)

Desktop & mWeb, Apps. Video

Cross platform GDN, DBM GDN GDN, DBM (coming soon)

Documents

Upgrade from ICM - 3Q Digital · Tuned for reach and clicks Tuned for reach and clicks Tuned for intent and conversions Better than ICM 2-3X more volume More granular reach 10% more