1. presented by:
Jimmy Bogroff, Director of Audience Targeting

4. So How Do Advertisers Reach Them:
With The Right Offer,
at The Right Time,
AND
In The Right Context?

5. Welcome to Today’s
Audience Targeting Workshop

6. What We’ll Learn Today:
 How to Develop a Basic Audience Persona
 Understand How Companies Collect Information and Why
 Understand the Difference Between First Party and Third Party Data
 Define and Understand:
Behavioral, Contextual and Demographic Targeting
 Define and Understand an Ad Network and an Ad Exchange
 Develop a High Level Media Strategy and Media Plan
Note: Everything we are doing today will be oversimplified. The Real
World isn’t a vacuum, but for today’s purposes we’ll be looking at things
from a very straightforward perspective.

7. Audience Persona
Activity

8. EXAMPLE OF AN AUDIENCE PERSONA

9. EXAMPLE OF AN AUDIENCE PERSONA

10. YourAudiencePersona:
Name,Age,Gender,Occupation
WhatWebsitesDoYouVisit?
WhatArticlesDoYouRead?
WhatSocialSitesDoYouVisit?
WhatWebsitesDoYouHaveaUserID?
DoYouSharePics?Where? How?OfWho/What?
HowManyDevicesDoYouOwn?PC/Laptop/Tablet/Mobile
AreYouPoliticallyMotivated?
AreYouaFanofAnySportsTeams?
WhatThingsDoYouSearchFor?
WhatHaveYouSearchedForinthePastWeek? Month?
WhatHaveYouBoughtOnlineinthePastWeek?Month?Year?
DoYouWatchTVOnline?
WhatTypesofVideosDoYouViewOnline?
AreYouanOnlineShopper? OfWhat?
AreYouanOnlineResearcher? OfWhat?
DoYouHaveChildren?
DoYouHavePets?
What Do We Want to Know About Our Audience?

11. Time to Build
It!!

12. TIME TO SHARE
Let’s Review Your Persona
Discussion Points:
Are Some of Your Interests More
Intense or More Important to You?
(mark down 1 – 10, with 10 being most intense)
Are You in a Different Mindset During
Your “Clickstream”
Are There Different Times of Day
Where Something is More Interesting
to You?
Are There Any Brands or Products
That Are More Important to You?
How Do They Align to Your Online
Behaviors? Do They?
What Are You Most
Enthusiastic About?

13. DATA DISCUSSION

14. How Do Companies Collect Data?
C is for Cookies
A cookie, is a small piece of
data sent from a website and
stored in a user's web browser
while a user is browsing a
website.
Upon their return the data
stored in the cookie is sent
back to the website by the
browser to notify the website
of the user’s previous activity.
Cookies can be first party as
well as third party.

15. How Do Companies Collect Data?
user id
articles,
clicks
video,social

16. user id /
registrationMany sites use registration
data to help them to
identify key demographic
characteristics of their
users.
A User ID also helps them to
track user activity on their
site, including their direct
actions and interests.
This voluntary information is
also sometimes sold as 3rd
party data to other
websites, publishers, ad
networks, exchanges or data
providers.

17. articles, clicks
Using The Example of OregonLive.com. A user could be categorized into a number of
interest areas: Jobs, Autos, Real Estate, Rentals, Classifieds, News, Business, Sports, High
School Sports, Entertainment and Local News as examples.

18. social and sharing
In today’s age of social media, websites have created a dual benefit in providing their
users with social sharing features. The user is able to share their favorite content to their
friends. This helps a user to feel connected to the website and gives them a sense of
community.
In return the website is able to identify what content is being shared, which users are
social influencers and a number of other social insights to aid in bolstering their targeting
capabilities.

19. video, music
Video content and music provide another level of user engagement beyond
static content. Websites featuring this type of content typically have higher
time spent on the site.
This higher level of engagement allows the website to capture a tremendous
amount of information about the user’s top interests.
It also gives their advertisers lengthier exposure to advertising.

20. What Information is Collected?
They Learn About You Through:
Registration Data
Information Volunteered
•Age
•Gender
•Articles:
• Commented On
• Tweeted
• Shared to Facebook
Interests and Behaviors
Observed and Collected on All Owned
Assets
•Click Behaviors
• ads
• articles
• offsite links
•Photos and Videos Watched
•Sections Visited
Advertisers and Publishers Are Trying to
Anticipate Your Needs.
They Are Keenly Interested in
Understanding:
“What Is This User Thinking?”

21. Collected Information
becomes
FIRST PARTY DATA

22. First Party Data
The Information You Volunteer
SEARCHES
WEBSITES VISITED
FacebookOregonLive Linked InYahoo!RealGM Pandora
COMMENTS MADE (USER ID) FORMS FILLED OUT

23. Source: http://www.emarketer.com/Article/Third-Party-Data-Guides-Campaign-Targeting/1009894
Advertisers, Ad Agencies and Ad Platforms and Data
Integration and Blended Data
3rd
Party Data is a Normal Part of the
Targeting Process.
Advertisers and Agencies are
Integrating CRM, First Party Custom,
Third Party Online, Third Party
Offline and More!

24. THIRD PARTY DATA
User Behaviors + Information That is Bought and Sold
Most Companies Will Blend Together Their
Own Data with Purchased Data from Third
Parties. This Can Include Offline Sources.
DMPs or Data Management
Providers help publishers, ad
networks, exchanges and other
parties to organize their First
Party Data.
These DMPs can also provide a
medium for this information to
be packaged for distribution as
Third Party Data.
Third Party Data can also be
pulled from other sources
Purchase Data (MasterCard)
Offline Behaviors

25. THE RESULT OF PAIRING FIRST PARTY DATA WITH
THIRD PARTY DATA IS AUDIENCE TARGETING:
BEHAVIORAL,
DEMOGRAPHIC,
CONTEXTUAL,
MORE ON THIS LATER . . .

26. AD NETWORKS
+
AD EXCHANGES

27. What is an Ad Network?
An online advertising network or ad network is a company that connects
advertisers to web sites that want to host advertisements. The key function
of an ad network is aggregation of ad space supply from publishers and
matching it with advertiser demand. The phrase "ad network" by itself is
media-neutral in the sense that there can be a "Television Ad Network" or a
"Print Ad Network", but is increasingly used to mean "online ad network" as
the effect of aggregation of publisher ad space and sale to advertisers is
most commonly seen in the online space. The fundamental difference
between traditional media ad networks and online ad networks is that online
ad networks use a central ad server to deliver advertisements to
consumers, which enables targeting, tracking and reporting of impressions
in ways not possible with analog media alternatives.
Source: http://en.wikipedia.org/wiki/Ad_network

28. GoalsforaPublisherMightInclude:
•IncreasedMonetizationofUnused(Remnant)Inventory.
•IncreasedPageTraffic/Readership.
•AcquireTechnologicalCapabilitiestoReachTheirCoreAudience.
GoalsforAdvertisersMightIncluded:
•ReachingaUserintheRightContext/Setting/Mindset.
•ReachingaUserAccordingtoDefinedInterestsandBehaviors.
•IncreasedFrequencyofMessaging.
•Re-MessagingUsersWhoHaveBeenonTheirSite,orSpecificSectionsofTheirSite.
Image source:
Ad Networks Connect Publishers, Users and
Advertisers

29. There’s LOTS of Ad Networks

30. And They Exist for Different Kinds of Reasons
Vertically Aligned (Travel)
Or Specializing in Specific Devices
With Specialized Technology
Or Performance Related Goals

31. What is an Ad Exchange?
Ad exchanges are technology platforms that facilitate the bidded buying
and selling of online media advertising inventory from multiple ad networks.
The approach is technology-driven as opposed to the historical approach
of negotiating price on media inventory.
Source: http://en.wikipedia.org/wiki/Ad_exchange

32. So How Complicated Can it Be?

33. TARGETING
DISCUSSION

34. BEHAVIORAL TARGETING
Historical Look Back 2005 to 2011
Even in 2006 US Marketers Understood
the Significant Advantages of
Targeted Advertising and
Segmentation.

35. TARGETING IS NOW MAINSTREAM
It is no longer a question of “if” you are targeting, it is “how.”

36. REACHING A SPECIFIC USER
DEMOGRAPHIC TARGETING BEHAVIORAL TARGETING
CONTEXTUAL TARGETINGRE-MESSAGING STRATEGIES

37. • And the Ability to Build
Collections of User Groups
Who Are “Like-Minded”
• Developing Influencer Groups
Can Create Viral Experiences
in Social Channels.
• Proper Storytelling Can
Create Unique Interactive
Engagements and Activations.
• Technology Allows Digital Marketers to Reach
Highly Specific Audiences En Masse.
• And Enables Digital Marketers to Reach Only
Those Who Are “Raising Their Hands” (or to
Create Exposure to Those Who Are Not)
• This Also Affords a Great Deal of Potential to
Create Demand.
DIGITAL MARKETING
SOME ADVANTAGES:

38. Growing Audiences

39. Behavioral Targeting

40. BEHAVIORAL TARGETING
 Online Interests, Searches, Content
they’ve viewed
 Purchase Decision Behavior
 Intent
 Shopping
 Interests / Enthusiasts
 Charitable Donors
 Diet and Fitness
 Green Living
 Parenting
 Pets
 Tech
 Enthusiasts
 Segments (including Condé Nast)
 Arts & Culture
 Home & Family
 News & Politics
 Style, Fashion, Clothing

41. Demographic Targeting
35 Year Old Man
HHI of 100K +

42. DEMOGRAPHIC TARGETING
• Age
• Gender
• Income
• Level of Education
• Language
• And More!

43. Contextual Targeting

44. CONTEXTUAL TARGETING
Target users by the type of website content they are engaging with.
Sample of Content Categories and Sites:
Business and Industry
 Business Education
 Jobs
Education
 College and University
 Continuing Education
Sports
 Football
 Basketball

45. Mobile
Site
Network Site
(Desktop)
Network Site
(Desktop)
RE-MESSAGING
Invite Them Back With Re-Messaging
Mobile
Site
Network Site
(Desktop)
Network Site
(Desktop)
Your ad reaches users who have already been to your site. The ads are served across their click
stream on sites that the users visit throughout their day.

46. RE-MESSAGING
Types and Use
Site Re-Messaging. Reach people who have already visited your site. Typically
used for efforts around branding or awareness, as well as offers where all
visitors would be eligible for participation. I use this as an audience profiling
strategy to help websites identify who their core audience really is.
Creative Re-Messaging. Reach people who have: viewed, interacted with, or
clicked on the ad. This could allow for sequential messaging strategies, or for
accelerated offers.
Section Re-Messaging. Reach people who have visited a specific section of your
website. Can be used to develop cross promotional messaging opportunities or
to more appropriately align your creative messaging to a specific audience.
Exclusion Re-Messaging. Remove the people who have already converted and
focus on only those who have yet to take the desired action. Can also be used
for audience segmentation strategies or for interactive storytelling through
staged activations.

47. GROUP REVIEW:
RFP
(REQUEST FOR PROPSAL)

48. The purpose of this RFP is to create awareness for Nike’s next generation of the NIKE+ Fuel Band.
The goal of this effort is to reach early adopters of new technology, as well as people who live
healthy and active lifestyles. These people typically own the latest smartphone and/or devices, are
daily and competitive runners, share their achievements with their friends, and listen to music while
running.
This audience tends to be more digitally savvy.
The secondary goal of this effort is to push these early adopters to endorse the product with positive
reviews, and to share and promote the benefits of using the fuel band with their friends.
http://www.nike.com/us/en_us/c/nikeplus-fuelband
We will consider a mix of targeting to reach these users. Should your plan include ad networks,
please include in your response the reason why you feel Nike would be well positioned here, and the
types of websites we could expect our advertisements to show up on, or the types of behavioral
targets you feel would be a good fit.
We will consider plans that include, standard banner units, pre-roll video, in banner video, rich
media, and high impact placements like page takeovers.
Please provide a recommendation on the appropriate mix of media from the above.
Audience Personas will help us to evaluate that you have a good understanding of this audience,
and will help to justify any other audiences you identify in your research.
NIKE+ Fuelband Mock
RFP

49. CREATIVE LIBRARY
RECTANGLE / LREC –
300X250
LEADERBOARD - 728X90
MONSTER / HALF
PAGE - 300X600
Source: http://www.moat.com/search/results?q=Nike Ad sizes not to scale

50. NIKE+ Fuelband site

51. STEP 1:
CREATE TWO
AUDIENCE PERSONAS
(10-15 Minutes)

52. STEP 2:
MAKE YOUR
MEDIA MIX
RECOMMENDATION
(10-15 Minutes)

53. STEP 3:
TIME TO SHARE

54. time permitting
+
resources!

55. http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/en
Google Whitepaper on Real Time Bidding:

56. Google Trends

57. Comparison
Nike vs. Adidas