behavioural targeting
TRANSCRIPT
Behavioural targetingSanoma BT- behind the scenes
Web Analytics Wednesday HelsinkiAnders StenbäckHead of Online Business DevelopmentSanoma News
130.03.11Presentation name / Author
enREACH
Building a customized BT solution – why?
230.03.11Presentation name / AuthorSource: http://www.improvedigital.nl
We have better data!
Our onlinereach in Finland 82%,4,15 million Unique Browsers in SanomaRON + Nelonen networkWeek 11 (TNS MarketMetrix)
Ad Targeting Architecture Sanoma – Present (January 2011)
Targeting Fusion & Privacy Server
Visitor
Data mining server
SemanticMining Server
Adserver
Behavior collection
Semantic collection
Targeted Ad
EnreachData Mining
Server
Ad server
Targeting and Inventory Forecasting
1aSurfing and getting aprofile
1b. SemanticAnalysis andWeb analytics
Data Processing
3a. Data fusion3b. Segmenting
7a
7. Impression
8. Click
5. Segment(s)
6. Booking
7c Ad for Segment
8a Click info
8b Click & Segment info9a Audience Event data
Forecasting and
inventoryManagement
TargetingExecution
2. Data export
7bSegment(s)
Segmentstatistics
4. Targeting Data
9b A
udien
ce E
vent
dat
a
Campaign phases
1. Initial targeting 2. Optimization 3. Expansion• based on behavior &
semantic interest profiles
• based on campaign responses & analytical scoring model
• increase size of target audience
Technical implementation
Audience data Segments Analysis
1. Specifyaudience
2. Inventory forselected segmentsallocated
3. Visitor comes, an ad selectedaccording to profile
Ad server
Asks if the visitor ’belongs’ to a campaign’s audience
Adaptlogic answerswith selected id Feedback
Optimization
Targeting Criteria
• Initial targeting criteria was based on the semantic interest profiles of each person vs. the target profile
• The optimization was based on an analytical scoring model which used– General online behavior– Semantic profile of articles
browsed• Site, section, or context was
not used as a targeting criteria
830.03.11Presentation name / Author
http://www.verkkomediamyynti.fi/?id=opt-out
Users can opt-out of behavioral advertising (and editorial targeting) if they want to
Nokia N8 launch
Campaign Goals & Tools• Primary goal: achieve high performance in directing traffic to
Nokia’s...– Online Store buy the N8 online– Product pages get more info, buy later
• Secondary goal: gain insight into the audiences– What are the characteristics of the audiences responding positively? – Where to find new potential, in addition to the original target groups?
• Tools used:– Semantic keywords/concepts from Sanoma’s news and classified sites
using Leiki’s semantic profiling tools and Adobe Insight– Enreach Data Fusion technology and Adaptlogic Real-time Targeting and
Privacy server
Nokia N8 launch: Audience Insight
Confidential
rank Social OviStore WebTV Music NewDevice Camera 1 mobile phones and devicesmobile phones and devicesmobile phones and devicesmobile phones and devicesmobile phones and devices2 telephone wages and employee benefitstelephone stock and equity market & stock exchangetelephone3 crown princess victoria and daniel westl ingmobile technology stock and equity market & stock exchangetelephone iphone telephone4 telecommunications equipmenttelephone mobile technology telecommunications equipmentelectronics & manufacture of computer, electronic and optical products5 smartphone stock and equity market & stock exchangetelecommunications equipmentmobile technology mobile technology mobile technology6 mobile technology telecommunications equipmentnokia operating income (profit/loss)telecommunications equipment7 cruises iphone olli-pekka kallasvuo company informationsmartphone8 touch screen smartphone smartphone nokia apple inc9 electronical devices formula 1 crown princess victoria and daniel westl ingwages and employee benefitswireless technology cross-country skiing
10 iphone crown princess victoria and daniel westlingwages and employee benefitsearnings information touch screen daniel westl ing11 electronics & manufacture of computer, electronic and optical productselectronics & manufacture of computer, electronic and optical productsfinancial markets jarkko nieminen touch screen phone cars (automobiles)12 crown princess victoriatouch screen phone mobile phone manufacturersadministration of financial marketsnokia n813 hostels electronical devices big brother 2010 finlandmobile phone manufacturersmobile phone manufacturerssmartphone14 apple inc wireless technology big brother chief executive offi cer / managing directorelectronical devices jarkko nieminen15 charlie sheen touch screen chief executive offi cer / managing directormen's tennis hardware companies telecommunication16 usabil ity telecommunication daniel westling cross-country skiing technology (general) touch screen17 oasis of the seas volkswagen company informationnet sales s&p500 information technologynokia18 hotels petri (bb 2010) management, administration and leadershipfinancial markets sales vehicles19 nokia elisabet (bb 2010) company leaders smartphone maemo (operating system)doping20 touch screen phone nokia administration of financial marketstechnology (general) telecommunication vappu pimiä21 computing & information technologytechnology (general) telecommunication iphone symbian nokia n822 elisabet (bb 2010) vehicles symbian electronics & manufacture of computer, electronic and optical productscompany informationtechnology (general)23 jere karalahti auto racing drivers jani (bb 2010) telecommunications & electronics (stock market list of Hki)household appliances and consumer electronics24 olli-pekka kallasvuo formula 1 drivers charlie sheen telecommunication pocket pc & PDA sales25 royals cars (automobiles) telecommunications & electronics (stock market list of Hki)hardware companies stock and equity market & stock exchangewireless technology26 sibelius hall motor sports electronical devices accounting, bookkeeping and auditing activities; tax consultancynokia mobile phones skiing27 technology (general) professional poker playersnews anchors financial and other company servicescomputing & information technologyapple inc28 symbian^3 lotto nokia n8 touch screen phone meego touch screen phone29 wireless technology kimi räikkönen operating systems apple inc telecommunications & electronics (stock market l ist of Hki)electronical devices30 telecommunication Weather football (soccer) nokia lotto31 wireless technology tennis display devices32 nokia n8 rally drivers company leadership manufacturing men's tennis33 pocket pc & PDA olli-pekka kallasvuo34 symbian nokia n8 reality tv nokia n8 operating systems taxes35 motor racing apple inc sports events mobile services databases36 display devices touch screen financial markets37 pink (singer) citroën ral ly formula 1 touch screen donation volkswagen38 mysql electronical devices symbian^339 apple inc network operators police investigation
Examples of most common interest categories among those who responded positively:a)Mobile phones,smartphones (iPhone, Nokia)b)Celebrities(Princess Victoria;Big Brother etc.)c)Financial categories(S&P 500, tax planning, wages)d)Sports (Formula 1 & Rally,Ice Hockey, Football)e)Music (Katy Perry, Pink,Lily Allen, Nightwish)
Several other audience metrics were also analysed: •Demographics•Socio-economics•Values, attitudes of life
Nokia N8 launch results
Very high click-thru rates
overall
On the average, 208% performance
level over untargeted ads
Results in HS.fi, the online site of the leading newspaper in Finland
Nokia N8 – insight on who’s buyingIndex Passion points
+++ 143 % 19) Photography, photo sharing +++ 132 % 12) Gadget and technology buffs
++ 129 % 13) Gamers++ 126 % 3) Automotive enthusiasts ++ 124 % 22) Sports viewers, armchair athletes
+ 116 % 21) Sports participants, active sports people+ 113 % 5) Being financially savvy - 89 % 8) Eco, environment - 89 % 24) Travel enthusiasts - 85 % 20) Science, engineering, like how things work - 84 % 7) Culture, the arts - 84 % 17) Nightlife, going out - 84 % 15) Health, fitness, well being focused - 83 % 9) Entertainment, media, celebrity - 83 % 4) Being active outdoors, in nature
-- 79 % 14) Gardening and outdoor living --- 70 % 18) Parenthood, being a mom/dad
Summary of the results
• Very good performance in HS.fi• Several target groups
performed at 1.4% click-thru levels
• Performance level 208% over untargeted test groups
• Valuable new insight into target groups• Also some unexpected interest
categories (e.g. indicators of affluency) were found
• Insight is used both for developing the assets, and for finding new potential
From pilot to productFrom pilot to product
Behavioural targeting in Sanoma Behavioural targeting in Sanoma Finnish Display network RON (Run-of-Finnish Display network RON (Run-of-Network) based on Network) based on
Interest profilesInterest profiles SociodemographicsSociodemographics Values and attitudesValues and attitudes
Pricing*Pricing*Parade (980x400 pixParade (980x400 pix) ) 48 – 60 48 – 60 € CPM € CPM Tower (200x400 pix) 20 - 24 € CPM Tower (200x400 pix) 20 - 24 € CPM
* Every campaign should also contain 20 % non-targeted display impressions
Targeting based on SociodemographicsTargeting based on Sociodemographics
GenderGender AgeAge
A: Below 16 year oldsA: Below 16 year oldsB: 16–24 year olds B: 16–24 year olds C: 25–34 year olds C: 25–34 year olds D: 35–44 year olds D: 35–44 year olds E: 45–54 year olds E: 45–54 year olds F: 55–64 year olds F: 55–64 year olds G: 65–74 year olds G: 65–74 year olds H: Yli 75 year olds H: Yli 75 year olds
EducationEducationA: Primary SchoolA: Primary SchoolB: Secondary SchoolB: Secondary SchoolC: Vocational trainingC: Vocational trainingD: Academic degree D: Academic degree E. Doctorate or higher E. Doctorate or higher
IncomeIncomeA: Below 13 000 € A: Below 13 000 € B: 13 000–19 999 € B: 13 000–19 999 € C: 20 000–29 999 € C: 20 000–29 999 € D: 30 000–49 999 € D: 30 000–49 999 € E: 50 000–69 999 € E: 50 000–69 999 € F: 70 000–99 999 € F: 70 000–99 999 € G: 100 000 € or moreG: 100 000 € or more
Marital statusMarital statusA: SingleA: SingleB: Married / in RelationshipB: Married / in Relationship
Household sizeHousehold sizeA. No childrenA. No childrenB. 0-5 year old childrenB. 0-5 year old childrenC. 6-12 year old childrenC. 6-12 year old childrenD. 13-18 year old childrenD. 13-18 year old children
Form of livingForm of livingA: UrbanA: UrbanB: RuralB: Rural
Employment Employment statusstatus
A: Full time employmentA: Full time employmentB: Half-time employment B: Half-time employment C: UnemployedC: UnemployedD: StudentD: StudentE: RetiredE: Retired
Kohdista kiinnostusalueen mukaan
Aktiiviliikunta Arkkitehtuuri, design & sisustaminen Koti Kulttuuri ja taiteet Lemmikkieläimet Matkailu Moottoriajoneuvot Muoti & kauneus Musiikki Penkkiurheilu Perhe, vanhemmuus Puutarhanhoito Ruoka Talous Terveys, kuntoilu & hyvinvointi Tiede & tekniikka Tyyli & trendit Ulkoilu ja luonto Urakehitys Valokuvaus Viihde, media, julkkikset Vimpaimet ja teknologia Ympäristö ja ekologia Yöelämä ??
1730.03.11
Targeting based on interestsTargeting based on interests
animal lovers animal lovers architecture, interiors, designarchitecture, interiors, design automotive enthusiastsautomotive enthusiasts being active outdoors, in naturebeing active outdoors, in nature being financially savvybeing financially savvy career and getting ahead career and getting ahead culture, the artsculture, the arts eco, environment eco, environment entertainment, media, celebrity entertainment, media, celebrity fashion, beauty focusedfashion, beauty focused foodiefoodie gadget and technology buffsgadget and technology buffs gamersgamers gardening and outdoor livinggardening and outdoor living health, fitness, well being focusedhealth, fitness, well being focused home life, home entertainment, staying inhome life, home entertainment, staying in music loversmusic lovers nightlife, going outnightlife, going out parenthood, being a mom/dadparenthood, being a mom/dad photography, photo sharingphotography, photo sharing science, engineering, like how things workscience, engineering, like how things work sports participants, active sports peoplesports participants, active sports people sports viewers, armchair athletessports viewers, armchair athletes style, trend consciousstyle, trend conscious travel enthusiaststravel enthusiasts
We also build custom segments based on Customer needsWe also build custom segments based on Customer needs
ContactSanoma News: Anders Stenbäck, [email protected]: Petrus Pennanen, [email protected]: Kimmo Kiviluoto, [email protected]: Fredrik Sparrman, [email protected]
1830.03.11Presentation name / Author