TJ Lightwala, Head of Performance & Programmatic

1. Importance of Audience
Development
@tjlightwala
Regional Head of Performance & Programmatic

2. Traditional Planning
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Place ads on sites where the target audience is likely to exist

3. T H I N G S C H AN G E D I N AN AD A P T I V E W O R L D

4. Audience Planning in Real Time
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5. Everything starts with the audience you want to
target…
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CONTEXTDEMOINTERESTINTENTRETARGETING AUDIENCE
DISCOVERY
BROAD
REACHCUSTOMER
Audience Tiers engage users at each stage of the purchase funnel and
drive optimal performance and reach

6. Look alike targeting key technique in audiences
build out…
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CONTEXTDEMOINTERESTINTENTRETARGETING AUDIENCE
DISCOVERY
BROAD
REACHCUSTOMER

7. Audience Planning in Use
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INTEREST
MODELED
DATA
INTENDER
SEARCH
RETARGETING
RETARGETINGCUSTOMER
AUDIENCE
DISCOVERY
Re-messaging users based
on behaviors carried out on
advertiser website
Retargeting consumers
online based on previous
search behaviors
Messaging qualified users
based on online behaviors
that indicate purchase
intent
Passive intent / offline purchase
Engaging existing
customers directly
online
Discovering new customers
to drive lower funnel
engagement
Customizing audience model using
data inputs such as on-site
conversion activity, purchase habits,
and CRM

8. Benefit: Pay only for those consumers you want to
reach
Buying media-placements with high reach and affinity in the
target group
High wastage
PrintRadioTV OOH
Buying Media Placements
Buying of individual user profiles
(Anonymous profiles with the desired criteria)
Ads are delivered to defined target group
Targeting
Database
Audience Targeting
Web
= target audience

9. Benefit: Cross-Publisher Frequency Capping
Unified Frequency CapSeparate Publisher Frequency Caps
High Waste and Lower ROI Low Waste and higher ROI against
target

10. Benefit: Investment efficiencies with behavioural
targeting vs. placement buying
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Context as a proxy
for audience
Audience Targeting
(target: Male, 25 to 35)
Audience regardless
of context
Buying Media Placements
(target: Male, 25 to 35)
High cost and high waste
Lower cost and highly
targeted

11. Benefit: Re-Targeting of your existing and potential new
clients
Proprietary look-alike modeling of
managed data
Small Reach Expand reach and win new clients
Retargeting only of users that already
know your offer

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