admonsters behavioural
DESCRIPTION
Admonsters presentation about behavioural targeting.TRANSCRIPT
![Page 1: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/1.jpg)
BEHAVIOURAL TARGETING
A deep dive
![Page 2: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/2.jpg)
Our definition…
An online advertising technology that analyzes
a consumer’s past actions to determine the real-time placement of an advertising creative
![Page 3: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/3.jpg)
A quick aside…
Internet
![Page 4: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/4.jpg)
It’s a REAL place
iCrossing Network Map
![Page 5: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/5.jpg)
10 Years of Behavioral Targeting
1999
2003
2005
2006
2008
Behavioral Targeting launched in the US; Yahoo and Engage are the main players
On-Site Behavioral Targeting solutions for publishers are introduced
Failed to move forward due to privacy, data ownership issues and tech limitations
Behavioral Targeting appears as a standard part of media plan
Publishers embrace as audience extension opportunities, but sales force & agencies slow to transition
Networks are able to support brand advertising
Demand for more scale
Multiple companies claiming they offer Behavioral Targeting
Behaviorally Targeted Ad networks were born
MASS CONFUSION!
EVENT IMPLICATION
Audience Science
![Page 6: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/6.jpg)
Key concepts…• Audience segments• User Interest• Recency• Frequency• Purchasing Behavior• Offline behavior
![Page 7: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/7.jpg)
Segments
• How you ‘slice and dice’ your users• Definitions derived by advertisers, your sales
team, and you• These are the “DNA” of Behavioral Targeting• How do you describe the particular audience
you’re after• E.g.: People interested in purchasing a boat.
![Page 8: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/8.jpg)
• These are the KEY to making BT work– Created by publisher
• Which sites and what key-value pairings• How many visits/clicks qualify you• Recency of activity
– Combined with other targeting• Time of day, Declared, Frequency Capping, etc.
– Advertisers may (and will) ask for bespoke segments.
• Example: KW-TREE_HUGGERS-EXXON
Behavioral Segments
![Page 9: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/9.jpg)
Boat Purchasers
• How do you determine it?– Keyword searches: Brand names; Common
phrases; etc.– Sites visited– Recency– Content interacted with– Income– Location– Past purchases
• All of these can be or could be used…
![Page 10: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/10.jpg)
Smart Segmenting – Top Tips• Standard Segments
– What areas are most inventory constrained/sell out quickly– What sections do you not have, but can build on such as
environment/lifestyle– Which audience clusters are highly demanded such as ABC1, High earners,
etc– Specific work place audiences, especially for non B2B sites
• Bespoke Segments– Are highly valuable and client specific, normally built in response to
agency briefs– Provide ability to reach audience segments based on very niche behaviors
(targeting a specific movie launch/concert event)– Combining a number key elements from the standard segments
• Layering Solutions– Combine multiple rules to expand the size of the audience, while keeping
the audience segment relevant – Finding the optimum balance between reach and relevance
![Page 11: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/11.jpg)
Other Key Targeting Terms
• Declared & Inferred– Inferred
• IP/Geo Targeting (Digital Envoy/Akamai)– Physical Location (DMA/Zip)– SIC/Company Type– Work/Home/School
• Time of Day
– Declared• Age/Sex/Occupation/etc.Why don’t these meet our definition of
behavioral targeting?
![Page 12: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/12.jpg)
Other Key BT Terms
• Re-targeting– Search/Keywords– Clickers on Ad Creative– Clickers on Site Content– Views of Site Content
• Predictive– Uses offline surveys and data
• Purchase Intent
![Page 13: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/13.jpg)
Sample BT Campaigns
A Direct Campaign
• Car Loan– People who have visited car
review sites– In the last 14 days– At least twice– Who are prone to online
purchasing
A Brand Campaign
• Ford F150 Truck– Men who visit sports or
“lads” sites– In the last 42 days– At least 5 times– Who make more than $50k
![Page 14: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/14.jpg)
We’re targeting the USER not the
CHANNEL for the first time!
![Page 15: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/15.jpg)
SO WHAT?
![Page 16: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/16.jpg)
The “Funnel”
Users, people browsing
Consumers looking for a purchase, researching
Ready to buy
Purchasing
People who may be interested in your product
Traditional Media Planning
![Page 17: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/17.jpg)
The “Funnel”
Users, people browsing
Consumers looking for a purchase, researching
Ready to buy
Purchasing
People who may be interested in your product
With BT
![Page 18: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/18.jpg)
BT Growth
![Page 19: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/19.jpg)
Why marketers are exciteda case in point
Assume:Item Costs $20.00 on client’s siteAcquisition (post-click) rate is 5%
Scenario 1: A Traditional Buy10M Untargeted Impressions @ $0.50 CPM ($5,000)CTR of %0.1 10,000 Clicks500 purchases$10,000 in Sales or a 100% ROI
Scenario 2: A Targeted Buy5M Targeted Impressions @ $1.50 CPM ($7,500)CTR of %1.5 75,000 Clicks3,750 purchases$67,500 in Sales or an 800% ROI
![Page 20: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/20.jpg)
Growth of BT v. Display
2005 2006 2007 2008 2009 2010 20110%
10%
20%
30%
40%
50%
60%
70%
80%
Chart Title
Online Ad GrowthBT GrowthAxis Title
?
![Page 21: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/21.jpg)
$3.8 BILLION in 2011
![Page 22: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/22.jpg)
Vendor Landscape
![Page 23: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/23.jpg)
A Crowded Field…
![Page 24: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/24.jpg)
With some consolidation…
Each company has also developed in-house BT solutions over the years…
![Page 25: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/25.jpg)
‘BT’ IN PRACTICELooking Under the Hood
![Page 26: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/26.jpg)
A publisher use case
You can increase yield on areas of site that are not in such high demand or have
heaps of inventory
![Page 27: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/27.jpg)
CPM
Reach
A very simple graph…
![Page 28: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/28.jpg)
CPM
Reach
A very positive result…
![Page 29: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/29.jpg)
Relatively small inventory, high CPM & sell through
$4.00 CPM
![Page 30: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/30.jpg)
Lots of inventory, low CPM and sell through
$1.00 CPM
![Page 31: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/31.jpg)
Lots of inventory, low CPM and sell through
$2.50 CPM
![Page 32: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/32.jpg)
Two Big Wins1. Create “demand smoothing”
across properties
2. Begin to raise CPM on traditionally undersold areas
![Page 33: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/33.jpg)
An agency use case
• Mine the Gold, not the Ore– Old School: Media planner says “Where do I buy
to get High earning males 18 – 34 in major urban areas”
– Channels
![Page 34: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/34.jpg)
An agency use case
• Mine the Gold, not the Ore– New School: Media planner says “I want to buy
high earning males 18 – 34 in major urban areas”– Buying PEOPLE* not channels
*Browsers
![Page 35: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/35.jpg)
Other practical uses
• Why is BT so hot right now?– Growth of user generated pages– Leveraging ad networks– Reaching toward the promise– The “long tail”– Speak the language of planners
![Page 36: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/36.jpg)
How it works
![Page 37: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/37.jpg)
How it works
![Page 38: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/38.jpg)
How it worksUser visits a site
Site A
(finance)
Site B
(e-mail)
![Page 39: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/39.jpg)
How it works• JavaScript on Site
– ...DM_addToLoc("Site",escape("Telegraph")); DM_addToLoc("Level1",escape("money")); DM_addToLoc("Level2",escape("city_news")); DM_addToLoc("Level3",escape("industry_sectors”…
• Cookie On user (UserID)– E06560_10189
![Page 40: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/40.jpg)
Site creates a userID & cookie
![Page 41: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/41.jpg)
Vendor creates a “segment” cookie
![Page 42: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/42.jpg)
How it worksUser visits a site
Site A
(finance)
Site B
(e-mail)
Cookie created and user ID created from site A
![Page 43: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/43.jpg)
How it worksUser visits a site
Site A
(finance)
Site B
(e-mail)
![Page 44: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/44.jpg)
How it worksUser visits a site
Site A
(finance)
Site B
(e-mail)
Finance ad served…
![Page 45: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/45.jpg)
In fact, it’s not the technology that’s complex, it’s managing
it!
![Page 46: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/46.jpg)
BEST PRACTICESAd Operations
![Page 47: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/47.jpg)
Key Challenges
• Inventory Management• Maintaining & Managing Segments• Integration with existing platforms
![Page 48: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/48.jpg)
BT Champion
(Ultimate) Behavioral Champion
Sales Team BT Vendor(s)
Ops TeamAd Server
Vendor
![Page 49: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/49.jpg)
Creating Segments
• Examine high-sell through inventory on site– Create segments based on these sections
• Audience segments you have that don’t directly tie to any specific site content– Golf fans or Environment
• Psychographic Sections– “Silver Surfers”– High Earners– Recent Grads
![Page 50: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/50.jpg)
Creating Segments
• Use bespoke segmentations carefully• Never create a NEW segment when an existing
one will do (clutter, confusion)• Devise and evangelize CLEAR and CONSISTENT
naming conventions– KW-SILVER_SURFERS_J&J– Not “johnson and johnson Q2 old campaign with
search”• Regularly scrub your segments!
![Page 51: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/51.jpg)
Managing Segments1. Use an existing segment instead of creating
duplicates when possible
2. Name segments so they are easy to find
3. Run periodic reports showing segments that haven’t been targeted within a given time frame (e.g. 6 months)
4. Set standards for how big a segment should be before it makes the list of standard segments
5. Set a threshold and force attrition when reached
![Page 52: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/52.jpg)
A Note on Segments…As it is up to each publisher to
create their own segment definitions they will vary site
to site…
This could cause issues for agency planners and
advertisers down the road
![Page 53: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/53.jpg)
Inventory Forecasting
>
![Page 54: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/54.jpg)
Inventory Forecasting
• Ensure you use wide enough segments– The narrower the segment the more volatile your
predictions• Give bespoke segments time to “fill up”
– They won’t have any history when you first build them. Give them time before you commit to numbers
• If possible sell users not impressions• Beware of overlaps – your ad
system/forecasting system might not be
![Page 55: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/55.jpg)
Pitfalls!
+ ≠
Inventory Overlap
2X
![Page 56: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/56.jpg)
Pitfalls!
+ =
Inventory Overlap
Combining two segments in an inventory forecast will never give you the sum of both segments!
There is almost always SOME overlap.
![Page 57: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/57.jpg)
A quick note on pricing
• Different Philosophies1. Targeted inventory = Segment Property2. Targeted inventory = Premium on delivered
property3. Targeted inventory price calculated by supply
and demand
1Sports Channel CPM = $15
Sell a segment of sports users for +/- $15 regardless where it runs
![Page 58: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/58.jpg)
A quick note in pricing
• Different Philosophies1. Targeted inventory = Segment Property2. Targeted inventory = Premium on delivered
property3. Targeted inventory price calculated by supply
and demand
2ROS Sells for = $1
Sell a segment of sports users on ROS for $2.50
![Page 59: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/59.jpg)
A quick note in pricing
• Different Philosophies1. Targeted inventory = Segment Property2. Targeted inventory = Premium on delivered
property3. Targeted inventory price calculated by supply
and demand
3Each segment’s price is dynamically calculated using a pricing system
![Page 60: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/60.jpg)
System Integration
• There is not a lot of integration between the 3rd party offerings and– Inventory Platforms– Order Management Systems– Billing Systems
• You or your champion should work to determine workflow within your organization
![Page 61: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/61.jpg)
Some Implementation Top Tips
• Get your tech team involved from the beginning (ad tags/CMS/structure)
• Involve your sales team in implementation• Go to market with a pre-defined list of
segments• The most obvious initial segments will be
those that extend your high-demand/high sell through inventory
![Page 62: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/62.jpg)
Other Top Tips
• Ensure you always update your site metadata when new area launch
• Ensure consistency between key value pairings and segments across the site
• Be sure to enter at least the top 20% segments in your inventory DB
• Never look at BT on its own but as part of a holistic ad system
• It is NOT a silver bullet
![Page 63: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/63.jpg)
In summary…
• Marketers are excited as BT can help fullfill the original promise of online
• It represents a true NEW way of advertising• Growth is predicted to be HUGE• Vendors are responding to this expect more
and expect consolidation• The technology itself is not super hard• Managing it within your organization can be
tricky
![Page 64: Admonsters Behavioural](https://reader034.vdocuments.site/reader034/viewer/2022042508/5485c59db4af9f690d8b4ed6/html5/thumbnails/64.jpg)
In summary…
• Have a Champion• Be smart about your segments• Be aware of inventory issues• Involve all areas of your organization• BT is NOT an island