11. Contextual Targeting Strengths Weaknesses Scalable – leverage ALL the content relevant to your brand across thousands of sites. Customizability: select from robust lists of pre-determined keyword groups or develop custom context campaigns Inline/In-text offers search-type experience embedded into relevant copy Overlaps with search: extend installed search knowledge base into display easily Brand protection – ads go with content, regardless of where the content may reside Varied performance Inline/In-text can create negative user experiences Challenges with optimization
15. Retargeting Works. Period. Retargeting is a proven, bottm-of-the-funnel conversion driver. All ad networks can power retargeting solutions. Some firms specialize in retargeting by tapping into ad exchanges for scale in cookie ID and data exchanges for additional filtering. These firms include: Fetchback Dotomi Permuto
17. So what is search retargeting? Only three providers in the world can do actual search retargeting: Google, Yahoo, Microsoft. However, other firms can leverage vast data & cookie pools to see the keyword data behind converters, then model that against look-alike audience pools, and then target ads against those audiences with similar search history. Providers include: Chango Clearspring Magnetik
18. But what about their friends? Social Graph Targeting allows for marketers to leverage brand influencers who likely share common interests across their network of friends (aka the social graph). By identifying friends of friends and content/media sharing patterns, advertisers can create almost “viral” messaging within distinct social groups. Providers include: 33Across Media6Degrees Lijit
22. The underlying cookies are targeted on publisher sites, which are aggregated by ad networks, which are aggregated by exchanges, which are then bid into by RTB systems.
37. How the ad serving looks…. Andrew Frank, Gartner Research
38. Audience Targeting Strengths Retargeting is proven to create increased brand recall, awareness, as well as improve campaign performance. Social graph & social retargeting proving effective Demo targeting can match offline audience knowledge to online audience set for more refined targeting. BT is an effective driver of brand lift. Custom targeting presents opportunity for holy grail: Right User Right Place/Time Right Price
39. Audience Targeting Weakness Little brand protection – buying the people, not the page. Numerous potential failure points. Still unknown performance lift – ROAS likely improved due to auction based buying, but only if bid is optimized against full data set (view actions, latent impact) No publisher leverage or downward pricing pressure via tonnage.
47. Brand CAN be measured too! Offline brand measures (loyalty, affinity, awareness, purchase intent) can be measured online. Tools are available to help (usually priced on a CPM or flat fee basis), and are usually panel/survey based. Providers include: Vizu comScore Nielsen Facebook Dynamic Logic Insight Express
60. Video killed the radio star…. Pre-roll, mid-roll, post-roll, overlays, in-synch…oh my! Video advertising is another major growth area in our industry and provides an easy entry point for advertisers accustomed to television advertising. Video offers the same flavors of display advertising via video ad networks (and the same risks).
71. Trust….and Verify Ad verification vendors are technology layers, asked for by agencies and implemented by networks/exchanges/RTB’s, that both report on delivery goals (in-view, against targets, click fraud risks) AND police delivery if ad delivery environment does not match targeting goals. Providers include: DoubleVerify AdSafe AdXpose The Media Trust Adometry
72. “Atomic” level data is the future Leveraging data providers to understand the attributes – both commercial and attitudinal – of target audiences, and utilizing all media outlets (RTB, ad networks, direct to publisher) with a strong verification system is the blueprint for the future.
73. Putting it all together Planning Tools: Audience data and sources, understand reach & frequency RFP Tools: Efficient solicitation of MORE targeting options Upfront Media Buys: Leverage tonnage to buy into premium audiences, establish brand equity through custom video In-Flight Data: Understand which audiences are responding by analyzing audience composition during the flight Dynamic Creative: Begin to understand which users are responding to which offers and customize messages accordingly. Retarget: Leverage retargeting providers and RTB’s to remessage to non-converted cookies at scale, optimize creative accordingly. Analyze: Use post-buy tools to understand conversion attribution to better allocate budget on next flight
75. Prepare for the future We are undergoing a MASSIVE revolution in media – this is our Industrial Revolution Current media buying techniques, habits, and skillsets will be obsolete in the next 5-10 years. Hire analysts and technologists – linking data and systems will separate good agencies from great Learn mobile, location-based marketing & social: the wireless world, driven by social commerce, is changing how consumers interact with each other and with brands.
76. About TRAFFIQ TRAFFIQ is a web-based media management platform built for ad agencies and advertisers alike. We make buying digital media easier and more efficient, letting you grow your business faster with less pain and more control. There are no upfront costs or hidden fees to participate in the marketplace. Sellers pay a fixed percent commission on ads sold; advertisers pay for only the cost of media. Today, our marketplace offers over 100 billion impressions daily from 2,000 brand name sites, premium ad networks, and quality niche publishers accounting for over 12,000 unique domains.
77. How I can help Research & Data Contacts & Introductions Tips & Advice Additional Information Scott PortugalChief Revenue Officer, Managing DirectorTRAFFIQPhone: 646-254-6558Mobile: 347-813-1951Email: sportugal@traffiq.com
