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Importance of Audience
Development
@tjlightwala
Regional Head of Performance & Programmatic
Traditional Planning
2
Place ads on sites where the target audience is likely to exist
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
Audience Planning in Real Time
4
Everything starts with the audience you want to
target…
5
CONTEXTDEMOINTERESTINTENTRETARGETING AUDIENCE
DISCOVERY
BROAD
RE...
Look alike targeting key technique in audiences
build out…
6
CONTEXTDEMOINTERESTINTENTRETARGETING AUDIENCE
DISCOVERY
BROAD...
Audience Planning in Use
7
INTEREST
MODELED
DATA
INTENDER
SEARCH
RETARGETING
RETARGETINGCUSTOMER
AUDIENCE
DISCOVERY
Re-mes...
Benefit: Pay only for those consumers you want to
reach
Buying media-placements with high reach and affinity in the
target...
Benefit: Cross-Publisher Frequency Capping
Unified Frequency CapSeparate Publisher Frequency Caps
High Waste and Lower ROI...
Benefit: Investment efficiencies with behavioural
targeting vs. placement buying
10
Context as a proxy
for audience
Audien...
Benefit: Re-Targeting of your existing and potential new
clients
Proprietary look-alike modeling of
managed data
Small Rea...
12
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TJ Lightwala, Head of Performance & Programmatic

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Mindshare MENA

  1. 1. Importance of Audience Development @tjlightwala Regional Head of Performance & Programmatic
  2. 2. Traditional Planning 2 Place ads on sites where the target audience is likely to exist
  3. 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. 4. Audience Planning in Real Time 4
  5. 5. Everything starts with the audience you want to target… 5 CONTEXTDEMOINTERESTINTENTRETARGETING AUDIENCE DISCOVERY BROAD REACHCUSTOMER Audience Tiers engage users at each stage of the purchase funnel and drive optimal performance and reach
  6. 6. Look alike targeting key technique in audiences build out… 6 CONTEXTDEMOINTERESTINTENTRETARGETING AUDIENCE DISCOVERY BROAD REACHCUSTOMER
  7. 7. Audience Planning in Use 7 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. 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. 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. 10. Benefit: Investment efficiencies with behavioural targeting vs. placement buying 10 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. 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
  12. 12. 12

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