1. INSIGHTS SERVICES: DISCOVERING
THE STORY BEHIND YOUR AUDIENCE
ANDREW NEWMAN| GLOBAL SR. DIRECTOR, INSIGHTS

2. GLOBAL ONLINE ADVERTISING PROVIDER
• Founded in 2001 by
advertising technology
pioneer Dilip DaSilva
• Part of Exponential Group
of online businesses – a
technology-enabled
media services company
based in Emeryville,
California
• 450+ employees in
37 locations worldwide
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3. DRIVING SALES FOR THE WORLD’S TOP BRANDS
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4. ADVANCED ONLINE AD TECHNOLOGY: CONTEXTUALISATION
• The engine for audience aggregation, insights and targeting on Tribal Fusion
• Hundreds of variables analysed to identify exactly the content with which
audiences engage
• Helping us to build advanced topic trees of aggregated audiences
Technology Consumer Electronics Audio, TV & Video Nintendo DS
Hardware Camcorders Nintendo Wii
Information Tech Cameras Sony PS2
Software Car Electronics Sony PS3
Home Comms Sony PSP
Mobile Comms Console & Handheld Mobile Comms
Video Games Platforms Computer Video Games
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5. INTEGRATED AUDIENCE DATA
• Our contextualisation technology provides the platform for the most advanced
online advertising dataset for audience targeting
• Deeper, richer audience profiles
enabled by the integration of our
network data with 3rd-party
data partners
• Data combines:
–Interest
–In-market
–Life-stage
–Occupational
–Purchase history
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6. TO HELP YOU
LEARN – Plan and execute campaigns
based on a deeper understanding of
your online audiences
REACH – Deliver your advertising to
exactly the right audiences at scale
ENGAGE – Drive better results with more
relevant, more engaging creative
executions
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7. LEARN
Plan and execute campaigns based on
a deeper understanding of your online
audiences
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8. TRIBAL FUSION INSIGHTS SERVICES
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9. WHY INSIGHTS MATTER
How marketers see the internet How consumers see the internet
Voyage of discovery or voyage of distractions?
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10. EXAMPLE 1: MY SON THE ENGINEER
We see more people looking for engineering jobs in India than any other profession,
so we profiled them.
• Cleaning up for job interviews
• Moving on and dreaming big
• Thrifty creature comforts
• Still a kid at heart
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11. EXAMPLE 2: CRICKET FANS
Q: Who likes cricket in India?
A: Everyone!
Spiderman toys: 43x lift
Home & Family content: 11x lift Puzzle Addicts: 12x lift
Astrology Fans: 10x lift Dollhouses: 25x lift
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12. INSIGHTS IN ACTION: APPAREL
Zovi is a startup in the apparel industry.
• Premium apparel for men and women
• Available exclusively on-online
• Free shipping anywhere in India, liberal exchange policy
Target Audience: People who buy clothes in India
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13. RETAIL IS DETAIL
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14. RETAIL IS DETAIL
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15. RETAIL IS DETAIL
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16. RETAIL IS DETAIL
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17. THE ZOVI CHALLENGE: BUILDING A COALITION OF THE WILLING
Tribal Fusion put a pixel on Zovi’s landing page, and saw 500,000 visitors over the
course of a month.
We looked at their behaviours across our network, and here’s what we learned about
them.
• Footwear is the anchor purchase. 8 times more likely to visit.
• No women’s apparel in the top behaviours. Men at 7x.
• Interest in tech startups suggests classic early adopters.
• At least as interested in flashy cars as flashy clothes.
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18. ZOVI IN ACTION: MARKETING 101 ALL OVER AGAIN
1. We know the best customers are young, male, and vain. Learn to take advantage of
that!
• Extend addressable audiences by targeting sports cars and cutting edge gadgetry,
not just fashion.
• If shoes are the anchor purchase, position them in your creative and price them as a
loss leader for customer acquisition. Then cross sell/up sell.
• Plan for the future. When the service goes from early adopter to mainstream, they need
to be ready for women, children, and (eventually) the not-so-hip.
• Leverage video and rich media to create brand favorability and purchase intent.
• They will buy when they’re ready, so long as the broad demographic appeal is there.
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19. INSIGHTS: EVERYONE SAYS THEY’VE GOT IT COVERED
MEDIA DATA RESEARCH
RESEARCH
OWNERS OWNERS FIRMS
FIRMS
MEDIA AD
MEDIA DSP’S
AGENCIES NETWORKS
AUDITORS
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20. EVERYONE SAYS THEY HAVE LOTS OF GREAT DATA
FIGURING OUT WHAT’S GOOD TAKES THREE STEPS.
3.What’s the data asset?
4.How do they make sense of it?
5.How can I use this to plan a campaign?
PLANNING
ANALYSIS
DATA
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21. TURN DATA INTO ACTION: BUY WHAT YOU LEARN
• Drive campaign performance based on
new understanding of your customers Campaign Audience
Data Insights
• Immediately buy on Tribal Fusion against
the audience insights we generate
• Tailor campaign creative messaging and
formats more effectively
Optimised Optimised
Creative Planning/
• On-going optimisation as new data informs
Targeting Buying
evermore effective campaigns
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22. BUY WHAT YOU LEARN
• We use the same data and
infrastructure to target and
optimise campaigns that
we use to describe
audiences
• This means planners can
identify - in unique detail-
the audiences they want to
reach…
• … and find & buy them
directly through the same
platform
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23. THANK YOU
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24. E9 – Audience Engagement Platform
Premium Publisher Network
3,500 premium, content-rich sites, 479m global reach
Advanced Online Ad Technology
Contextualisation, Campaign Optimisation, Ad Serving, Brand Safety
Integrated Audience Data
Interest, In-market, Life-stage, Occupational, Purchase history
MARKETING SERVICES
Learn Reach Engage
•Insights services •Audience targeting •Creative solutions
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25. INSIGHTS FROM TRIBAL FUSION: AUDIENCE INSIGHTS YOU CAN USE
Tribal Fusion Insights Studies provide an in-depth view into your audience. They can
help you to:
– Learn something you didn’t already know about your customers
– Answer your strategic marketing questions
– Challenge your underlying assumptions
Turn data into action and
empower yourself to:
– Improve Performance
– Extend Audiences
– Optimise Spend
Driven by:
– Best-in-class contextualisation
– Leading 3 -party data
rd
partnerships
– One integrated platform that
allows you to buy what you learn with zero wastage
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26. INSIGHTS STUDIES: CHALLENGE ASSUMPTIONS
• Your site visitors profiled against our
data network
• Pre- or post-campaign study across
12,000 data points
• Describes the audience segments of
your converting site visitors
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