Presentation on theme: "The Power of Relevance Behavioural Targeting & Smart Ads Cadi Jones Sales Development Manager, Belgium, Yahoo! EMEA."— Presentation transcript:
The Power of Relevance Behavioural Targeting & Smart Ads Cadi Jones Sales Development Manager, Belgium, Yahoo! EMEA
Evolution of Targeting on the Internet Reality for years Lots of data, lots of targeting products, often without good results. Today Getting very close to one-to- one marketing (e.g. BT and Smart Ads). Great! Early days We have so much data we can easily tailor every ad. One-to-one marketing nirvana
Advertisers spend more and more on Audience Targeting as capabilities and data has improved. Audience Targeting Primary Online Targeting Methods Contextual Targeting Brokerage ad in FinanceMums A Fundamental Shift
4 Data for Ad Targeting Demographic Psychographic Behavioral Target Audience Advertiser Data Contextual Search Data Geographic Target Audience
Repurposed and rephrased Winston Churchill quote on democracy Tom Kelly | COO,Safecount, eMarketer interview, Jan2010 David Hallerman | Senior Analyst, eMarketer Targeting and Data The main unit of currency for online advertising is data. Whatever kind of targeting – geographic, demographic, behavioural - it’s all smart, it’s all personal, and it’s all relevant. There’s no downside to any type of targeting, unless it doesn’t work. Whatever kind of targeting – geographic, demographic, behavioural - it’s all smart, it’s all personal, and it’s all relevant. There’s no downside to any type of targeting, unless it doesn’t work. Online Targeting is the worst form of targeting with the exception of all others.
Science | Audience targeting Our online audience 639,715,000 and women 299,395,000 and over 45 89,292,000 and divorced/separated 21,026,140 and dog owners 6,895,735 and buy pet supplies at discount stores 2,304,116 Our online audience 639,715,000 and men 340,320,000 and ages 35-54 129,519,000 and professional / technical occupation 44,647,714 and mobile professionals 3,923,776 and like romantic comedy movies 638,112 and drive motorcycles 82,053 Find almost any audience you’re looking for.
Yahoo! Behavioural Targeting The ability to account for the intensity and recency of the user’s activity We can look at more than just past behaviors –What you’re doing right now is a stronger indicator of real interest –How often and how recently you searched, clicked or viewed –Purchase cycles are noted to develop these timelines = Page viewsSearch Search Clicks Ad Views & Clicks Behavioural Targeting ++ + Behavioural Targeting allows you to target your ads to consumers whose recent behaviours online indicate that your product category is relevant to them Data Inputs
8 Behavioral Targeting Different products, different buying cycles. Why It Works: Sophisticated Modeling Buying flowers is different from buying a car, right? The purchase decisions of millions of people enable Behavioral Targeting to understand differences among products and their purchase cycles and thus treat every product category appropriately. Purchase Life Cycles Factored In
9 Behavioral Targeting What you did (and when) reveals purchase readiness. Why It Works: Sophisticated Modeling While past behaviors factor into long term purchasing plans, what you’re doing right now is likely a stronger indicator of real interest. So activities are noted for timeliness, with recent activities carrying more weight. Heavier Weight to Recent Behaviors
Retargeting Reach consumers not once, but many times, sequentially throughout the campaign. Benefits -Move consumers effectively through the branding and sales cycle by messaging to them sequentially. -Improve overall ROI Why Yahoo! -Extensive reach -Most user interactions on the web let you hit your effective frequency -Trust of our users with Yahoo! means your message is associated with a leader Site retargeting Creative or Clicker retargeting
11 Site Retargeting Benefits 1.Campaign leverages advertiser’s carefully crafted site segmentation 2.Order of magnitude higher conversion rates 1.User visits an advertiser’s site. 2.Tracking pixel on website deposits cookie on computer. 3.Y! reads cookie each time user visits a site on Y! network and can serve targeted ad. Targeting prospects who visited an advertiser’s site
12 Creative Retargeting Benefits 1.Extend frequency to optimize share of voice 2.Manage sequential messaging 1.Consumer visit Yahoo! page with an ad.. 2.Tracking in ad creative deposits cookie on consumer’s computer. 3.Y! reads cookie each time consumer visits a site on Y! network and can serve targeted ad. Targeting based on ad creative
13 Clicker Retargeting Targeting based on ad clicks Consumer clicks on ad. Tracking in click thru URL deposits cookie on user’s computer. Y! reads cookie each time consumer visits a site on Y! network and can serve targeted ad. Benefits 1.Dramatically higher click thru rates 2.Higher conversion rates