The Power of Audience

Shane Cahill, Agency Development

Manager

01001000 01100101 01101100 01101100 01101111

Hello01001000 01100101 01101100 01101100 01101111

The World Hello is about :

5 Bytesof DATA

Every day, we produce

2 500 000 000 000 000 000 bytesof DATA *

* IBM - What is Big Data

This would make

Four Millions of Millions of Books

(4 000 000 000 000 Books - almost 5000x the 20 biggest libraries in the world)

All of these books stacked would represent

2x Distance Between Earth & Moon

(384,400 km / 238,800 mi)

What has happenedsince I’ve said

“Hello” ?

In the last 60 seconds ...

694 rides

Source : Uber

In the last 60 seconds ...

400h of Videosuploaded

Source : Google

In the last 60 seconds ...

2.5 MillionsOf requests

Source : Google

In the last 60 seconds ...

77k hoursof videos streamed

Source : Netflix

In the last 60 seconds ...

123k Transactionsmade Priceless

Source : Mastercard

In the last 60 seconds ...

75k Transactionsmade Online

Source : Statistita

In the last 60 seconds ...

591,000swipes

Source : Tinder

Confidential & Proprietary

We no longer go online. We live online.

per day

At bus stop, listen to new music playlist 8:30am

Buy new tent to take to Glastonbury 11:15pm

Browse festival styles on YouTube7:15pm

On bus, check email for sales this weekend5:29pm

At lunch, play Scrabble while waiting in line1:33pm

Use flashlight app to find dropped earring11:09pm

Use maps to get directions to Creole food truck 1:13pm

At work, book Glastonbury tickets11:36am

Wake up and read news online6:50am On the bus, read articles

about acts at festival8:42am

150x

Remarketing List, Customer Emails, App Data etc.

Location, Contextual, Behavioural data

Automated Bidding, Dynamic Ads

Use Google’s intent data

Act on insights in real time

Start with your data

Find

Grow

Keep

Grow

Keep

Similar Audience

s

In-Market Audience

s

Contextual

Audiences

FIND New Customers

New users who act like your current users

Users with activeintent to purchase

Users browsing content related to you

Similar Audience

s

In-Market Audience

s

Contextual

Audiences

FIND New Customers

Your Audience

Similar Audience

Shoppers, Auto Enthusiasts, Travel Buffs,

Sports Fans

Video Software, Miami, Real Estate, Insurance

Ford Reached More of its Best Shoppers at the Right Moments with Google Display Network

“We learned that there is a unique data insight about our audience at each stage of the purchase journey. Acting on those right insights opened the door for us to truly deliver the right message at the right moment to the right potential customer.”

60%

Increase in website visitors, half of them were new3X Increase in average time spent on site

Chris MastersonHead of Marketing | Ford, NZ

Grow Your Customer Base

Customer Match

Display Remarketing

RLSA

Searching Gmail YouTube Surfing Web Apps

Grow Your Customer Base

Customer Match Display Remarketing RLSA

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“Customer Match empowered us to tailor our messages to both our clients and prospective clients. The strategy has increased our revenues and decreased our cost per sale.”

Didem Namver Digital Marketing Manager, Pegasus Airlines

By adopting Customer Match in AdWords, Pegasus Airlines boosted revenues and decreased

cost per ticket sale:

13% lower cost per acquisition52% higher click conversion rate12% more revenue per conversion

Keep Your Customer Base

The Future is Real-Time Personalisation with Audience

● Identify A Person’s Attributes● Customize Their Experience● Maximise Your ROI

Keep Your Customer Base

Personalization Drives Higher

Customer Engagement!

+22%Increase

in purchase frequency

+67%Increase

in website

visits

Google Confidential and Proprietary

Even Personalise Your Homepage !

Caribou Coffee remembers your preferences and displays targeted flavors and varieties according to your previous searches

Everyone likes to be privileged. But no one likes to be a Target.44% users appreciate a personalized experience when buying products

58% would be more loyal to a brand personalizing experience69% appreciate personalized ad messaging

59% feel more considered as clients

Sources: Rocket Fuel Survey, 2014. Pop. 805. Country : US

With Great Power comes Great Responsibilities.

2/3 of large Businesses have suffered a data breach in the past year

Sources: Cyber Security Breaches Survey 2016

Amplify your Relationships.Enchant your Users. Delight your customers.

At scale.