1. Data-Driven Ad
Targeting Strategy:
Cricket

2. About Magnetic
• Magnetic is the leader in search retargeting
– 1st company to focus 100% on search retargeting
• Digital advertising = $40B* Market
– Display is expected to triple by 2016 - $27B**
– Data fuels growth/return of display ads
• Two thirds of digital advertising dollars are spent on search today
– The percentage spent on display is forecast to grow over the next 5 years
– Limited scale in SEM
• Only 4%*** of time online is spent on a search site
– 96%*** of time is spent hanging out on sites with display advertising
• Magnetic is capitalizing on the success of search and the growth in display
– Search retargeting uses what you searched for to power display ads on sites you visit
*eMarketer, 2012
**Forrester Research Interactive Marketing Forecasts, 2011-2016
***OPA Internet Activity Index, Nielson Online Data, Jan-April 2010

3. Data Beyond Search Engines
More than 43% of searches come from non-search engines
Access to non-search engine data is KEY
13 Billion
Searches Monthly
(beyond search engines)
3

4. Understand Your Search Experience
1 What was your last search? 3 What site did your search lead you to?
2 Where did you initiate the search? 4 Did you search again?
Cricket ZTE Chorus
Wireless plans

5. Retargeting Opportunity
Product/Brand research,
reviews, prices
Wireless plans ZTE Chorus
Initial search Consideration Phase Revised Search
Retargeting Opportunity

6. The Solution: Search Retargeting
Search retargeting focuses on targeting customers with display
advertising based on user search history
11 2 3 4
USER SEARCHES CONSIDERS OPTIONS SEES TARGETED AD USER CONVERTS
For “phone plan” Cricket, Verizon, for Cricket while in Visits mycricket.com,
or “Cricket phones” T-Mobile consideration mode signs up for Cricket
mobile plan

7. Search Retargeting Success
Pushing consumers through the sales funnel
with search retargeting
CAMPAIGN BACKGROUND: A mobile provider focused on driving new 2-year
service contracts. To reach relevant consumers, the advertiser targeted users
that previously searched for terms related to their competitors as well as
keywords relevant to their own brand.
CAMPAIGN DETAILS: $100k for two months CPA
$150 Goal
CAMPAIGN RESULTS:
$100
$100
• Beat the client’s goal of $100 CPA with a
$92 CPA $50
Actual CPA
• Generated over 1,000 conversions $0
• Achieved a 20:1 ROI, reaching over $1.7M
in revenue

8. Intent-Based Data Strategy
Wireless plans
Dynamic
$500K Brand
Extension
Creative Budget
T-mobile
Conquesting

9. Brand Extension
Using Magnetic, Cricket will reach consumers in-market for
their products and services
• Drive new customers through innovative keyword level targeting
• Reach customers that have signaled intent through key brand terms
• Couple site retargeting with Magnetic’s search retargeting offering to
re-engage customers based on site and search behaviors
BRAND BRAND
CENTRIC INDICATORS
Keyword Examples Keyword Examples
Cricket phones Phone plans
Cricket plans Cell phones
Cricket coverage Droid plans
Muve Music Smartphones

10. Competitive Strategy
Wireless competitors are everywhere. With Magnetic, Cricket
has an opportunity to reach their clientele and attract
customers interested in its core competition.
• Target customers searching for competitive keywords
• Increase mindshare through conquesting
• Penetrate new markets with a competitive footprint through the
combination of conquesting and geo-based search retargeting
BRAND
COMPETITORS
Keyword Examples
Verizon phone plans
Sprint phones
T-Mobile plans
AT&T plans

11. Dynamic Creative
Search retargeting combines the intent of search with the
creative opportunities and scale of display
• Layer specific ad messages & creative over the highest form of intent
• Support various campaigns and promotions with dynamic creative
Broadband plan
Cell phone
Smartphones
Muve Music

12. Calling plans
Cell phone reviews
Data-Driven Opportunities
Best cell phones
AT&T phone plans
Verizon phones
Sprint smartphones
 Best smartphones
Optimization by keyword or keyword type
Virgin Mobile phone plan
 Search patterns, recency of search
Affordable phone plan
Pay as you go phone
 Audience plans
Smartphone segment optimization
Boost Mobile
 Detailed plan
Cell phone keyword analysis-relationships
Cell phones
Smartphones Highest Performing
Keywords
Broadband plans
Keywords
T-Mobile smartphones
Blackberry phones Cell phone plan
Verizon phone plans Verizon calling plan
Cheap calling plans Cricket ZTE Chorus
Cricket calling plan T-Mobile smartphones
Mobile phone plan MetroPCS phones
Cricket ZTE Chorus Cricket calling plan
MetroPCS phones Best cell phones
Calling plans Boost Mobile
Cell phone reviews T-Mobile smartphones
AT&T cellphone plans Cheap calling plan
Verizon smartphones

13. Closing Remarks
• Estimated 1.2 Billion searches related to
consumer electronics/year**
• 93% of all buyers, online or in-store, use
search***
• In 2011, more than $1.1 Trillion in retail
sales were attributed to “web-influenced” purchases***
• In 2015, Americans will spend $1.8 billion
on mobile devices*
*BBDO, Proximity & Microsoft’s Meet the Screen, 2010
**comScore, December 2011
***GroupM Search & Kantar Media Compete, October 2011