Audience Efficiency: A New Way To Think About Ad Targeting

AUDIENCE EFFICIENCY: A NEW WAY TO THINK ABOUT AD

TARGETING

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“I keep saying that the sexy job in the next 10 years will be statisticians... And I’m not kidding” – Hal Varian, Chief Economist, Goole. NY Times. 05/09/2009

“I keep saying that the sexy job in the next 10 years will be statisticians... And I’m not kidding” – Hal Varian, Chief Economist, Goole. NY Times. 05/09/2009

“Everyday, we create 2.5 quintillion bytes of data–so much that 90% of the data in the world today has been created in the last two years alone.” IBM. 2011

“Everyday, we create 2.5 quintillion bytes of data–so much that 90% of the data in the world today has been created in the last two years alone.” IBM. 2011


“BIG DATA” NEEDS BIG SCALE


SOMEONE IN YOUR ORG NEEDS TO HANDLE BIG ISSUES…


… TO LET YOU THINK ABOUT YOUR AUDIENCES

… THE BIG WIN FOR US IS THE ABILITY NOW TO DISCOVER EFFICIENT AUDIENCES


FIRST, WE NEED TO EVALUATE INDIVIDUAL AUDIENCE SEGMENTS

Target Audience (1st Party)Audience Segment ATF NetworkAudience Segment B


WE GET SOME INSIGHT INTO HOW DIFFERENT DATA TYPES WORK

ILLUSTRATIVE


WHAT IS THE MOST EFFICIENT WAY TO DESCRIBE A TARGET AUDIENCE?

Lift

Reach

ILLUSTRATIVE


FINDING #1: YOU CAN’T BEAT THE MODEL

IMPLICATION #1: TRADITIONAL SEGMENT SELECTION HOLDS LESS TRUE WITH BIG DATA

x

x1

x2

x3

x4

x5

x6

0% 5% 10% 15% 20%

Brand X Beer Drinker

Arts & Entertainment

Sports

Brand Model Audience

Men

Pro

pensi

ty t

o v

isit

Bra

nd X

TF Network Reach


FINDING #2: EFFICIENCY VARIES BETWEEN CLIENTS (1 OF 3)Li

ft

Reach


FINDING #2: EFFICIENCY VARIES BETWEEN CLIENTS (2 OF 3)Li

ft

Reach


FINDING #2: EFFICIENCY VARIES BETWEEN CLIENTS

IMPLICATION #2: WORK WITH CLIENTS TO CAREFULLY SELECT 1ST PARTY TARGETS

Lift

Reach


FINDING #3: 3RD PARTY DATA DON’T ALWAYS BRING EFFICIENCY

IMPLICATION #3: PICK YOUR PARTNERS AND KNOW WHY YOU MIGHT USE THEM


FINDING #4: AGGREGATING 3RD PARTY DATA CAN BUILD AUDIENCE EFFICIENCY

IMPLICATION #4: YOU DON’T NEED YOUR OWN DATA TO BE EFFICIENT*


FINDING #5: WHAT YOU DO ONLINE IS MORE IMPORTANT THAT WHO YOU ARE OFFLINE

IMPLICATION #5: FOCUS ON INTEREST AND INTENT AT SCALE*


DOUG CONELY | SENIOR DIRECTOR FOR GLOBAL DATA & TARGETINGE: [email protected] | T: @DOUGCONELY

CONCLUSIONS & DISCUSSION POINTS

1. Traditional segment selection holds less true with big data

2. Work with clients to carefully select 1st party targets

3. Pick your partners and know why you might use them

4. You don’t need your own data to be efficient

5. Focus on interest and intent at scale

THANK YOU

Audience Efficiency: A New Way To Think About Ad Targeting

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