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New Targeting Techniques

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Basic tricks to do (banner) campaign optimization

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New Targeting Techniques

  1. 1. New Targeting Techniques INTACT Interactive Online Sales Agency Part of INTACT Media Group www.intact-interactive.ro Internet ad serving by: Member of: Mobile ad serving by:
  2. 2. about INTACT Interactive RADIO TV PRINT ONLINE
  3. 3. TARGETING?... <ul><li>“ </li></ul><ul><li>Targeted advertising is a type of advertising whereby advertisements are placed so as to reach consumers based on various traits </li></ul><ul><li> ” </li></ul><ul><li>WIKIPEDIA.ORG </li></ul>
  4. 4. Why TARGETING?... <ul><li>To get closer to your potential customers </li></ul><ul><li>As a derivative, to obtain better response/results in your advertising campaigns </li></ul>
  5. 5. Basic TARGETING... <ul><li>Time-based </li></ul><ul><li>Frequency </li></ul><ul><li>Geographic </li></ul><ul><li>Domain </li></ul><ul><li>Technology </li></ul><ul><li>Content-based </li></ul><ul><li>User-Demographic </li></ul>
  6. 6. New TARGETING techniques... <ul><li>Contextual Targeting </li></ul><ul><ul><li>content-based </li></ul></ul><ul><ul><li>ads that are relevant to the content of your site </li></ul></ul><ul><li>Behavioural Targeting </li></ul><ul><ul><li>behaviour based (history) </li></ul></ul><ul><ul><li>ads that are relevant to your customer needs </li></ul></ul><ul><li>Cost-Effective Targeting </li></ul><ul><ul><li>ROI based </li></ul></ul><ul><ul><li>ads that are relevant to your customer needs, delivered where your customer need </li></ul></ul>
  7. 7. Time Based Targeting <ul><li>Based on the time the message can be totally different </li></ul><ul><li>In the morning: “ Get a cup of coffee and let’s roll! ” </li></ul><ul><li>During the day: “ Done with the lunch? Let’s roll! ” </li></ul><ul><li>In the evening: “ Let’s roll! ...before going to bed! ” </li></ul>
  8. 8. Is there anybody using it?... <ul><li>Based on the time of the day... </li></ul>... message changes!
  9. 9. demographical profile TARGETING <ul><li>Cookie-based profile information </li></ul><ul><li>Relevant ADS, matching the user’s profile data (A,S,L) </li></ul><ul><li>System based on the LOGIN or SUBSCRIBE actions </li></ul>We KNOW you’re MALE, 25, from BRASOV
  10. 10. contextual TARGETING <ul><li>Ads delivered to match users’ favorite content, call to action based: </li></ul><ul><li>Underlined WORDS </li></ul><ul><ul><li>- highly effective </li></ul></ul><ul><ul><li>- large availability format: text / image / rich media / video </li></ul></ul><ul><li>In-page ADS </li></ul><ul><ul><li>- most familiar contextual ads </li></ul></ul><ul><ul><li>- Google Ads, Microsoft AdCenter, Yahoo Publisher Network, eTarget </li></ul></ul>We KNOW what you read
  11. 11. behavioural TARGETING <ul><li>Cookie-based browsing history </li></ul><ul><li>Take into account what the user enjoyed on one website and give him the same thing on all the others </li></ul><ul><li>Interaction based advertising </li></ul><ul><li>Show 3 different types of banners, remind which one was interesting for the user and show him related stuff next time </li></ul>We KNOW where you hang out online
  12. 12. search TARGETING <ul><li>Search history </li></ul><ul><li>Pay attention to what the user has searched to get in your website and deliver him ads relevant to his interest </li></ul><ul><li>Interest based ads </li></ul><ul><li>Either the user has used search engines or your own search box you will know his interest and get to serve him the proper ads. </li></ul>We KNOW what you’re interested in
  13. 13. cost-effective TARGETING Focused on the advertiser Looking at the response generated (clicks, leads, ROI) we can decide where the best areas of the portfolio or banner models are Optimize, optimize Real time optimization of the campaign (ads, location,type of content) E:Run a campaign over the whole network and decide which sites or sections have the best ROI We KNOW where the best results are
  14. 14. mobile TARGETING <ul><li>Premises </li></ul><ul><ul><li>more and more users using mobile Internet </li></ul></ul><ul><ul><li>affordable prices for mobile internet services </li></ul></ul><ul><li>ASL Targeting </li></ul><ul><ul><li>age, sex, location are known and accurate </li></ul></ul><ul><ul><li>ads that are relevant to your customer needs </li></ul></ul><ul><li>Personal Info Targeting </li></ul><ul><ul><li>estimated income (based on invoice values), phone brand </li></ul></ul><ul><ul><li>increased response by combining more criteria </li></ul></ul><ul><ul><li>call-to-action system </li></ul></ul>VODAFONE LIVE!
  15. 15. Is there anybody using it?... CASE STUDY – FINCREDIT 4 days - 47 830 impressions - CTR 3.14 % - Conversion rate 10.24 % - 154 leads
  16. 16. THANK YOU! intact-interactive.ro Subscribe to our RSS feed! http://www.intact-interactive.ro/feed/