Mindshare MENA

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  • Importance of Audience

    Development

    @tjlightwalaRegional 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 A N 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

    REACHCUSTOMER

    Audience Tiers engage users at each stage of the purchase funnel and

    drive optimal performance and reach

  • Look alike targeting key technique in audiences

    build out

    6

    CONTEXTDEMOINTERESTINTENTRETARGETING AUDIENCE

    DISCOVERY

    BROAD

    REACHCUSTOMER

  • Audience Planning in Use

    7

    INTERESTMODELED

    DATAINTENDER

    SEARCH RETARGETING

    RETARGETINGCUSTOMERAUDIENCE

    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

    engagementCustomizing audience model using

    data inputs such as on-site conversion activity, purchase habits,

    and CRM

  • 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

  • Benefit: Cross-Publisher Frequency Capping

    Unified Frequency CapSeparate Publisher Frequency Caps

    High Waste and Lower ROI Low Waste and higher ROI against

    target

  • 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 wasteLower cost and highly

    targeted

  • 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

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