why behavioral targeted ads

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Marketing In A Digital Era WELCOME

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Billings Seminar on Behavioral Targeting and it\'s importance.

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Page 1: Why Behavioral Targeted Ads

Marketing In A Digital Era

WELCOME

Page 2: Why Behavioral Targeted Ads

AGENDA

Billings Area Market Research

Capturing Your Most Profitable CustomerPromotion, Expansion and Retention

Driving the Right Message to the Right Audience at the Right Time

Success Equation for Today’s Economy

Page 3: Why Behavioral Targeted Ads

METHODOLOGY

Primary research efforts conducted by Independent Research Firms:

Wilkerson & Associates, Louisville, KY (Oct 2006 – Dec 2008)17 minute telephone survey Randomly selected adults in the Billings Designated Market Area

Asked questions you would ask your own customers

Page 4: Why Behavioral Targeted Ads

THE BILLINGS GAZETTE WEEKLY PRINT + WEB REACH

Print & Web21%

Web Exclusive

5%

Print Exclusive

60%

Total Weekly Reach: 86%

Base: Total adults in Billings Market (n=305)Source: Billings Audience Report, Oct – Dec 2007

Page 5: Why Behavioral Targeted Ads

ONLINE LANDSCAPE

Base: Internet Users in Billings Market (n=825)Source: Billings Audience Report, Jan. 2008– Dec. 2008

Page 6: Why Behavioral Targeted Ads

INTERNET USAGE

On a Typical Day% of Adult Internet Users Who

Report Doing This Activity "Yesterday"

Use The Internet 70%Send/Read Email 60%Use Search Engine to Find Information 49% Get News 39%Check the Weather 30%Look for Info on a Hobby or Interest 29%Surf the Web for Fun 28%Do Any Type of Research For Your Job 23%Look Online for News and Information about Politics or Upcoming Campaigns

23%

Bank Online 21%Look Online for Information on Something You Plan on Buying

20%

Research For School or Training 16%Watch A Video on a Video Sharing Site 16%

Daily Internet Activities, 2008

Source: Pew Internet and American Life Project Tracking Study 2005-2008.

Scanning Mode

3.5 seconds

Gather Information

Multiple Exposures

Page 7: Why Behavioral Targeted Ads

HOW, WHERE AND WHY

How do you assemble the best digital-marketing portfolio over time?

And where do you start?

Page 8: Why Behavioral Targeted Ads

MEDIA LANDSCAPE

10

Page 9: Why Behavioral Targeted Ads

WEB PRESENCE

Web site

AdvertisingSearchResults

Social Networki

ng

Message

Boards

Blogs

Web PresenceWeb Presence

Page 10: Why Behavioral Targeted Ads

SIMPLIFYING YOUR DECISION

Maintaining ongoing contact with customer base

Building your business and it’s brand

Growing your customer base

Maintaining your customer base

Page 11: Why Behavioral Targeted Ads

Use Promotion when one the following objectives or needs are identified: Build branding Promote Price / Product / Services Increase foot traffic Grow revenues Maintain top-of-mind awareness

PROMOTIONDigital products that you may already be using today. Whether it’s a banner ad or online coupon, the intent is to speak to clients and prospects and drive specific responses.

Promote Your

Business and Drive Your

Brand

PROMOTING YOUR BUSINESS

Page 12: Why Behavioral Targeted Ads

PROMOTION

Promote Your

Business and Drive Your

Brand

It’s not what you think it is….

Branding….

It’s what they think it is.

Page 13: Why Behavioral Targeted Ads

WHAT A BRAND ISN’T…

…just a person

…just a product

…just a price

Page 14: Why Behavioral Targeted Ads

WHAT A BRAND IS…

+ +

Page 15: Why Behavioral Targeted Ads

WHAT’S THE POINT

31,000 locations in 119 countries

Serve 47 million customers per day

Revenues of $22 billion

We all pretty much know what they sell

Page 16: Why Behavioral Targeted Ads

SHARE OF VOICE

Why do they spend an

average of $131,278

every hour of every day of

the year advertising to

us?

Page 17: Why Behavioral Targeted Ads

DRIVING BRAND EQUITY

Over 3/4 of McDonald’s value is in the brand itself!

2008 brand value $49.5 Billion

2008 market capitalization $60+Billion

Page 18: Why Behavioral Targeted Ads

ADVERTISING PAYS

100 96 88 89 116119

100137 159

195

283375

0

50

100

150

200

250

300

350

400

1980 1981 1982 1983 1984 1985

Eliminated/Decreased Maintained/IncreaseAdvertisers

who continued

advertising saw

a 256%

increase in

revenue over

those that

didn’t advertise

Source: McGraw-Hill ResearchAnnual sales shown as an index from 1980 to 1985

Page 19: Why Behavioral Targeted Ads

EXPANDING YOUR BUSINESS

EXPANSIONThese products give local businesses the opportunity to grow their client base and reach new perspective customers.

Use Expansion capabilities when these

objectives or needs are identified: Connect with active searchers Broaden reach and customer base Active lead generation Drive site traffic, transactions

Growing your customer base and increasing market share

Page 20: Why Behavioral Targeted Ads

SEARCH

Growing your customer base and increasing market share

86% of searches are “local”

Search Engine Optimization

Search EngineMarketing

Page 21: Why Behavioral Targeted Ads

RETAINING YOUR CUSTOMERS

Use Retention when the following

objectives or needs are identified: Top-of-mind awareness Introduce new products/services Build business affinity, engagement Increase customer satisfaction levels

RETENTIONThese programs allow local businesses to communicate with their existing customers and retain them through a variety of tools.

Page 22: Why Behavioral Targeted Ads

Social Media

EMAIL, MOBILE, SOCIAL MEDIA

Communicate, and Retain

Existing Customers

Email Campaign Management

Mobile Alerts

Page 23: Why Behavioral Targeted Ads

IN A THIN MARKET, CONSISTENCY IS KEY

Page 24: Why Behavioral Targeted Ads

BEHAVIORAL TARGETING

The Power of Knowing ‘Who’…

Page 25: Why Behavioral Targeted Ads

HOW IT WORKS

+

Behavioral Targeting: Tracks WHAT pages your customer visits and from what devices

Yahoo! Search: Tracks WHAT your customer

is searching

shoes

jewelry

men’s clothing

baby furniture

hats

Sample Searches:desks

suits

dresses

luggage

bags

sunglasses

+

Geo Targeting: Identifies WHERE your customer is located

Find your local customer

Prospective Customer

Yahoo’s sophisticated targeting enables you to deliver… The Right Message to the Right Person at the Right Time

Page 26: Why Behavioral Targeted Ads

METHODOLOGY

Search

Ad ClicksAd Clicks

Content

Search Clicks

Page 27: Why Behavioral Targeted Ads

MOVE CONSUMER TO PURCHASE

– Beginning of the buy cycle– Want to know their market, local options– Want best “deal” when they get ready to buy– Influence others with their knowledge– Target with branding campaign

– Have already done research and now they are ready to shop– It’s the right time for them to buy, just looking for the right place– End of the buy cycle– Target with actionable, product-specific campaign

Awareness

Consideration

Purchase

Purchase FunnelCategory Purchase

Cycle

Relevant

How Recent

Intensity

Page 28: Why Behavioral Targeted Ads

SAMPLE BEHAVIOR TARGETED

ADS

Promote Your

Business and Drive Your

Brand

Your ad, Behaviorally

Targeted, Leaderboard

728 X 90

Your Ad, Behaviorally

Targeted,BIG AD

300 x 250

Page 29: Why Behavioral Targeted Ads

DEMO TARGETING

The Power of Knowing ‘Who’…Gender

Age

Page 30: Why Behavioral Targeted Ads

GEO TARGETING

The Power of Knowing ‘Where’…

Zip Code

State

DMA

Page 31: Why Behavioral Targeted Ads

TIME OF DAY TARGETING

The Power of Knowing ‘When’…

Control when your

customer sees your

ad

Page 32: Why Behavioral Targeted Ads

CLEAR AND CONCISE

Call To Action

Targeted Products

Page 33: Why Behavioral Targeted Ads

STRONG CALL TO ACTION

Flowers from $39.95

Delivered Today!Cheer up someone's day by sending a

bouquet of happiness their way.

Radiant as a summer's day, our brilliant bouquet

may rival the sun itself! Our vases can barely

contain the explosion of these bright roses and

lilies.

1234 Main Street, Anywhere(555) 555-1212 TrueBlooms.com

Call To Action

Page 34: Why Behavioral Targeted Ads

CLUTTER

After

Click Here To Learn More

Before

Page 35: Why Behavioral Targeted Ads

MANAGE YOUR CREATIVE

Specific Target

Interests

Specific Holiday

Marketing Plan

Page 36: Why Behavioral Targeted Ads

SURVIVING IN A DIGITAL ERA

Focus on most profitable customers

Re-examine your marketing mix

Monitor your competitors

Change your creative

Dial up your customer service

Page 37: Why Behavioral Targeted Ads

SUCCESS EQUATION

=

Gained market share and more profit!

A ready to buy audience with an inferred interest in your product and or service

+

Consistency+

A good message

$$

$

$ $

Page 38: Why Behavioral Targeted Ads

IN CONCLUSION

Delivering the Right Message to the Right Audience at the Right Time

There’s never been a better time to partner with us!

Thank you !