3 tools for targeting your display advertising
DESCRIPTION
What tools media planners have at their disposal today.How to advance beyond broad, demo-based media planning by using a map of 2 million consumers’ online behavior.A demonstration of the Compete Media Planner.TRANSCRIPT
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3 Tools for Targeting Your Display Advertising
How to build better media plans with the help of two million online consumers
April 2011
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Today’s presenters
• Damian Roskill, Managing Director, Marketing at Compete
• Kyle Johnson, Director, Media Products at Compete
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Webinar logistics
• Today’s webinar will be recorded. You will be emailed a link.
• Please enter your questions in the Questions box. We will answer as many as possible at the end.
• If you have technical difficulties, try loggingback in or use a different browser
• The Twitter hashtag for today’s webinar is #CompeteMP
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Introduction to Compete
• Founded in 2000, joined WPP/Kantar in 2008
• Passionate about understanding consumers to inspire great marketing
• Fastest-growing operating company within Kantar in terms of revenue and new customer growth
• World-class advertiser, agency and media clients
• Strategic partnerships to enable marketing optimization and provide holistic view of consumers
• Leading the creation of a global, multi-screen, single-source consumer-panel with Lightspeed Research for WPP
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Agenda
• Webinar (20-25 min)
• What tools media planners have at their disposal today
• How to advance beyond broad, demo-based media planning by using a map of 2 million consumers’ online behavior
• A demonstration of the Compete Media Planner
• Q&A (10-15 min)
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The media planning challenge:
You market to some people who will never be your customers. Meanwhile, you never reach all the people who could be your customers.
How can you better reach the right consumers, efficiently?
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When buying media, what is your leading consideration?
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Old-School Planning
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Two typical planning targets:
“The targets are: Women 35+ with kids ages 6-17; Women 35+ with kids; Women with kids”
“P&G's target audience objective for its Fusion shaving system was men 18-40 years old”
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Old-school targeting: not dead yet
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New-School Targeting
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Have you ever bought a ‘target’ audience through an ad network?
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http://tags.bluekai.com/registry
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New-school targeting: more pros than cons
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Audience DiscoveryCompete Media Planner
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What media planning tools do you currently use?
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Audience discovery: precise and transparent
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Let’s recap what we learned• Old-school methods still have a place in media planning
• Audience targeting provides new options for planners & sellers
• CMP enables a hands-on, transparent approach to audience targeting
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Thank you…
Damian RoskillManaging Director, Marketing617-933-5670
Kyle JohnsonDirector , Media Products617-933-5670
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Questions?