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As far as understanding India goes, Tribal Fusion data has been far more useful than Lonely Planet.
Insights Presentation: ad:tech New Delhi
INSIGHTS SERVICES: DISCOVERINGTHE STORY BEHIND YOUR AUDIENCE ANDREW NEWMAN| GLOBAL SR. DIRECTOR, INSIGHTS
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 worldwideWWW.TRIBALFUSION.COM PAGE 2
DRIVING SALES FOR THE WORLD’S TOP BRANDSWWW.TRIBALFUSION.COM PAGE 3
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 GamesWWW.TRIBALFUSION.COM PAGE 4
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 historyWWW.TRIBALFUSION.COM PAGE 5
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 executionsWWW.TRIBALFUSION.COM PAGE 6
LEARN Plan and execute campaigns based on a deeper understanding of your online audiencesWWW.TRIBALFUSION.COM PAGE 7
WHY INSIGHTS MATTER How marketers see the internet How consumers see the internet Voyage of discovery or voyage of distractions?WWW.TRIBALFUSION.COM PAGE 9
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 heartWWW.TRIBALFUSION.COM PAGE 10
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 liftWWW.TRIBALFUSION.COM PAGE 11
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 IndiaWWW.TRIBALFUSION.COM PAGE 12
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.WWW.TRIBALFUSION.COM PAGE 17
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.WWW.TRIBALFUSION.COM PAGE 18
INSIGHTS: EVERYONE SAYS THEY’VE GOT IT COVERED MEDIA DATA RESEARCH RESEARCH OWNERS OWNERS FIRMS FIRMS MEDIA AD MEDIA DSP’S AGENCIES NETWORKS AUDITORSWWW.TRIBALFUSION.COM PAGE 19
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 DATAWWW.TRIBALFUSION.COM PAGE 20
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 campaignsWWW.TRIBALFUSION.COM PAGE 21
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 platformWWW.TRIBALFUSION.COM PAGE 22
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 solutionsWWW.TRIBALFUSION.COM PAGE 24
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 wastageWWW.TRIBALFUSION.COM PAGE 25
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 visitorsWWW.TRIBALFUSION.COM PAGE 26