bringing direct marketing disciplines to online advertising
DESCRIPTION
Maximizing advertising conversion rates in today’s competitive environment requires that advertisers maximize the value of customer segmentation based on all available customer data. Advertisers can utilize proven direct marketing techniques to intelligently tailor different messages to different audiences: re-messaging customer groups based on past actions, testing and optimizing messages to refine what drives the best response, and more. This webinar, originally hosted on May 25, 2011, examined the ways that leading brands and advertisers are optimizing the selection and sequencing of ads across ad formats and publishers to maximize conversions via: • Consumer segmentation • Site visit and history targeting and retargeting • Transactional targeting • Ad exposure and interaction targeting • And other methods The audience also learned ways to create and execute the business logic required to perform these sophisticated targeting functions with speed and scale. Mirror Image Presenter: John Croll, Solutions Architect, Edge Computing Solutions Bio: John has over 10 years experience in the content delivery space, and prior to that, many years of experience in software development for operating systems. As Mirror Image’s Solutions Architect for Edge Computing Solutions, John is responsible for identifying, maintaining and developing new applications for the Company’s edge computing solutions. While at Mirror Image, John has held a variety of roles and responsibilities including: director of engineering, software development, software management and systems engineering. Flashtalking Presenter: Betsy Adelstein Bio: Betsy Adelstein, Vice President Sales. With over 11 years digital experience, at publishers and Rich Media & Dynamic Ad-serving Partners. Betsy spent 6-years at AOL, first as a strategic account manager leading large scale multi-million dollar integrated content/commerce partnerships and evolved into a top sales Midwest sales rep. The past 5-years were spent at Pointroll leading mid-west and key strategic accounts. Betsy currently heads up Flashtalking's Midwest Operations in Chicago, managing key strategic relationships with major Retail & CPG clients.TRANSCRIPT
Bringing Direct Marketing Disciplines to Online Advertising
Betsy AdelsteinVice President
Flashtalking, Inc.
www.flashtalking.com
John CrollSolutions Architect,
Mirror Image Internet
www.mirror-image.com
Right Message, Right Audience, Right Time
What is Relevance?
Relevance Increases Performance
1 Yahoo Insights, The Power of Relevancy: The Biometric Impact of Online Advertising, April 18, 20112IPG Media Lab, API-enabled ads pack more punch, March 28, 2011
•People spend 25% more time fixating on ads that are personally relevant to them versus those that are not.
•Contextually relevant ads elicit an emotional response that’s almost twice as high as those without.
Audience Targeting1
•More engaging data-driven ads tend to outperform the disconnected control ads.
•Engagement rates improve from 2.4%- 11.9%.•Several test ads saw post-exposure awareness
rise 2.1%, 2.5% or 8.5% percent•Purchase intent rose 21% versus the control
Message Targeting2
1:1 Relevance Consumers respond to what’s relevant to them RIGHT NOW! Data can power a very
flexible experience as consumers travel through their personalized conversation and truly deliver the one-to-one marketing promise.
Brand Awareness/Engagement
Product Discovery &
Consideration
Product Selection
Why is this brand/product important to me?
What do I need to know about this brand/product to consider it?
How, where, when do I buy it?
Creating Relevance Technology offers the ability use multiple layers of data to maximize each consumer
connection with a brand to maximize responsiveness.
Informed Creative
Messages
AdvancedTargeting
Data
Site Segmentation
Data
Real Time Dynamic Content
Message Interaction or
Inaction
Male/FemaleAgeHHIEducationRent/OwnChildrenEthnicityPurchase behaviorBrand PreferencesRetail DataInterests/ActivitiesFitnessHealth ProfilesFinancial ProfilesSearch BehaviorPage content/context
Geo-localizationTime of Day
Day of the week/dateWeather
Traffic reportsDaily Headlines
TweetsInventory Availability
Financial PerformanceBank Rates
Product pricingSports scores
Concert DatesAirfares
Gaming high scoresWeekly circular/sales
Recently shopped itemsTesting Variables
Offers, backgrounds, fonts, colors, images, call to action, layouts, copy, pricing
EXAMPLE: Contextual Targeting & Messaging
More than doubled CTR Nearly tripled the coupon print rate
How does it work?
Display Advertising Ecosystem
Simple Data Flow
FlexibleData Collection
Engine
Data Warehouse
Web visitors
Reportingand analytics environment
TargetingEngine
Data Collection Logic
You can capture any request attributes based on your business requirements
• User IP Address• (Mobile) Geo-location values derived from user IP (including location, connection type, ISP, and more)• (Mobile) device type• DMA codes• Cookie – existence and values• HTTP Method• Language preference of visitor• Browser type and version• Request URL, including query argument values• Form field contents• HTTP header values• And more
Targeting Logic
Using request attributes and behavioral model data, you can programmatically select and customize the “best” response in real time
• Geography• Device type• Time of day• Local weather• Recognized user• Segmentation data (from the DW)• …
Example: Pixel Tracking
Publisher’s Infrastructure
Advertiser’s Infrastructure
1x1 Clear Pixel
Example: Pixel Tracking
Advertiser’s Infrastructure
1x1 Clear Pixel
Publisher’s Infrastructure
Geolocation, device type,device capabilities
Geotargeted, device specific ads
Example: Mobile Geotargeting
Advertiser’s Infrastructure
Key Points
• Customization = $$$$ !!– Your business is unique
• You don’t need to reinvent the wheel– WURFL, data providers, …
• Scalability, reliability, and availability are critical– You will become integral with your publishing- and advertising- partners online
experience
Thank You
Questions?
Betsy Adelsteinbetsy@flashtalking.comwww.flashtalking.com1-773-960-4162
John Crolljohn.croll@mirror-image.comwww.mirror-image.com1-800-353-2923
Questions
Please type your questions into the chat feature on the upper-right corner of your screen.
• Educational Webinars– The Arrival of Real-Time Bidding, hosted by Google and
Forrester Research, June 15, Noon EST – US Latinos Online: A Driving Force, hosted by the IAB
Multicultural Council, June 29, Noon EST • Professional Development Classes
– On-demand training classes available @ iab.net• Conferences
– IAB Innovation Days, June 8-9, NYC – Mobile: IAB Marketplace, July 18, NYC– MIXX Conference, Expo, & Awards, October 3-4, NYC– Ad Operations Summit, November 7, NYC
Upcoming Member Opportunities