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AUDIENCE ADVERTISING DELIVERING ADS TO THE RIGHT PEOPLE, AT THE RIGHT TIME.

AUDIENCE ADVERTISING DELIVERING ADS TO THE RIGHT PEOPLE, AT THE RIGHT TIME. TODAY’S TOPICS. 1. The Basics: What Audience Targeting Is and How We’re Using It Our Unique Offering: Audience Tribes Next Steps: How We’re Pushing the Product to have Best-in-Class Performance. 2. 3.

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AUDIENCE ADVERTISING DELIVERING ADS TO THE RIGHT PEOPLE, AT THE RIGHT TIME.

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  1. AUDIENCE ADVERTISINGDELIVERING ADS TO THE RIGHT PEOPLE, AT THE RIGHT TIME.

  2. TODAY’S TOPICS 1 • The Basics: What Audience Targeting Is and How We’re Using It • Our Unique Offering:Audience Tribes • Next Steps: How We’re Pushing the Product to have Best-in-Class Performance 2 3 TODAY’S PRESENTERS NILOU ALAGHEHBAND Product Manager – Audience Targeting JENNIFER DUNN Senior Product Manager - Display

  3. OUR PROPRIETARY DATA 1 I SEARCHED FOR AUTO REPAIR SHOP ON YP.CA

  4. OUR PROPRIETARY DATA 1 I SEARCHED FOR AUTO REPAIR SHOP ON YP.CA 2 MEDIATIVE DROPPED AUTOMOTIVE RELATED COOKIES ON MY DESKTOP

  5. OUR PROPRIETARY DATA 1 I SEARCHED FOR AUTO REPAIR SHOP ON YP.CA 2 MEDIATIVE DROPPED AUTOMOTIVE RELATED COOKIES ON MY DESKTOP Now, I’ve been identified as:(1) a car owner, (2) someone who needs to make repairs on her car (3) someone who may be in the market for a new car THE POWER OF BIG DATA = HYPER-TARGETING!

  6. WHAT WE’RE DOING WITH OUR BIG DATA 1 Consumer conducts a search on one of our proprietary engines.

  7. WHAT WE’RE DOING WITH OUR BIG DATA 1 Consumer conducts a search on one of our proprietary engines. 2 We drop cookies onto their browser. Consumer is tagged in our database as having an interest or intent for a specific purchase

  8. WHAT WE’RE DOING WITH OUR BIG DATA 1 Consumer conducts a search on one of our proprietary engines. 2 3 We drop cookies onto their browser. Consumer is tagged in our database as having an interest or intent for a specific purchase We optimize consumers in our database by marrying users against tags from 3rd party partners to build audiences most likely to buy

  9. WHAT WE’RE DOING WITH OUR BIG DATA 4 1 The audience of intenders are pushed related ads on the next webpages they visitvia ads purchased via bids on our ad exchanges Consumer conducts a search on one of our proprietary engines. 2 3 We drop cookies onto their browser. Consumer is tagged in our database as having an interest or intent for a specific purchase We optimize consumers in our database by marrying users against tags from 3rd party partners to build audiences most likely to buy

  10. AUDIENCE TARGETINGHARNASSING THE POWER OF DATA FOR ADVERTISING OUR PRODUCT: Hyper-Targeted Display (banner) Advertising. OUR VALUE PROPOSITION: Rather than delivering banners on specific sites, delivering banners to Specific People at a Specific Time. With our audience management suite, we ensure these are the Right People at the Right Time.

  11. Mediative has a proprietary view on Canadians: what they are interested in and what they are most likely to buy. 91% of Canadians visit pages with YP owned Find a Business search tools. We tap into these searches to build audiences around IMMEDIATE wants & needs.

  12. SCALING DEEP/RICH DATACLUSTERS FOR OPERATIONS & SALES X Thousands of headings Data Segments Representing interests and intents in specific behaviours 955 Segments with similar intents aggregated together to enable advertisers to broaden their targeted reach Audience Tribes 24

  13. OUR 24 AUDIENCE TRIBESREACHING THE CONSUMERS WHO WANT YOUR TARGETED OFFERS Vehicle Shoppers Auto Accessory/Service Shoppers Health & Fitness Advocates Health Service Seekers Travelers Gamers Telecom Service Shoppers Residential Movers Renovators/Home Improvers Gardeners Professional Service Seekers Education/Employment Seekers Finance Service Seekers Social Butterflies/Going Out Music Lovers Affluent Shoppers Consumer Electronic Shoppers Wedding Shoppers Parents & Caregivers Pet Owners Senior Care Seekers Personal Care Seekers Food & Beverage Enthusiasts Sports & Recreation Enthusiasts

  14. MEDIATIVE TRIBESBUILDING AUDIENCES FROM THE BEST SEGMENTS FROM 1st & 3rd PARTY SOURCES Best segments from our proprietary access to Canadian-owned YP.ca searches Segments that our 3rd Party suppliers identified asmore relevant/most performing

  15. MANAGING OUR AUDIENCESIT’S NOT ENOUGH TO BUILD – NOW WE OPTIMIZE. NILOU ALAGHEHBAND Product Manager - Audience Targeting Optimizing Tribe Performance & Reporting Discovering New Data Sources Recommending segments against custom RFPs

  16. PERFORMANCE OPTIMIZATION LEVERS Applying the Right Segments Determining the proper cookie durationfor each segment Identifying what purchase stage a consumer is in (browsing, shopping or buying?) Discovering complementary links between consumer searches and intents (e.g. camera purchases can lead to tripod interests) Pairing the right creative against the right 1stparty, 3rd party and/or re-targeted segment

  17. HOW DATA CAN BE SOLD  TARGETING:Tribes or Custome.g. of Tribe: Vehicle Shoppers e.g. of Custom Targeting: Parents looking at crossovers & SUVs GEOGRAPHIES: National, Provincial or to the GTA ADVERTISER EXPERIENCE: Ongoing one-on-one personal campaign management & optimization MINIMUM SPEND: $5K on CPM rates CONTRACT LENGTH: As Required    

  18. A MARKET FIRST: INTELLIGENCE HUBData Driven Campaigns. Intelligence-Fuelled Results. • 12 ADVERTISER CHANNELS • Desktop and Mobile– Where Advertisers are Spending their Money • Display Campaign Performance Benchmarks • Associated Customer Audience Tribes • Associated Customer Targeting Segments for Standard Packages • Hyper-local mobile targeting options

  19. AUDIENCE TARGETINGOUR FOUNDING PRINCIPLES & STANDARDS IN 2013 Aggregating Similar-Minded/Intended Consumers for Targeted Reach. 1 Continuous Learning & Optimization of our Segments and Targeted Deliveries 2 Full Transparency and Knowledge Sharing across Mediative teams 3

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