Revenue Science at JD Power and Associate Automotive Internet Roundtable

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Targeting Consumers with Precision Tony Santo Channel Director, Revenue Science

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Revenue Science at JD Power and Associate Automotive Internet Roundtable

Transcript of Revenue Science at JD Power and Associate Automotive Internet Roundtable

Page 1: Revenue Science at JD Power and Associate Automotive Internet Roundtable

Targeting Consumers with Precision

Tony SantoChannel Director, Revenue Science

Page 2: Revenue Science at JD Power and Associate Automotive Internet Roundtable

Evolution of Revenue Science

2003 Onsite Behavioral Targeting Solution for Publishers Launches

Partner of choice for over 40 brand publishers Provide robust audience segmentation to

publishers for their direct sales efforts

TODAY: The only targeting company that offers a technology platform and marketplace to reach audiences, anywhere, anytime.

1999 Leading Web Analytics Company

2006 Revenue Science Targeting Marketplace Launches

Page 3: Revenue Science at JD Power and Associate Automotive Internet Roundtable

Revenue Science TargetingDelivering Your Message to a Qualified Audience

Revenue Science uses this data to create a marketplace of behaviors accessible to advertisers and publishers through our Revenue Science Targeting Marketplace™ and to enable our publishers to offer an On Site BT solution.

Our Targeting Marketplace of 3000+ sites scales with 100 million unique Internet users each month! Revenue Science currently manages billions of behaviors each day!

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Relevance to the person, not the page

Any page they viewTailored messaging based on where a consumer is

within “the funnel”

At the right time In the right placeShowing ads to people, not pages

Brand awareness

Message association

Brand favorability

Purchase Consideration

Page 4: Revenue Science at JD Power and Associate Automotive Internet Roundtable

Where are Consumers Spending Their Time Online?

Data is from the June 2006 Television Bureau of Advertising (TBA) report “2006 Media Comparisons Study”.Source: comScore Media Metrix, based on average minutes per visitor by category (8/05). Browsing/Other includes general web-surfing activity not listed in other categories, including anything from news sites (cnn.com) to retail (Amazon.com) to job sites

3

12

46

2

1923

SearchVoiceIME-mail Browsing/other

Discussion/chat

Percent of time spent on activity

Your online audience spends most of their

time browsing

It’s not where you might think

Page 5: Revenue Science at JD Power and Associate Automotive Internet Roundtable

Targeted Ads: A Better Way to Reach Your Consumers Online says Jupiter Research

Online consumers preferred behaviorally targeted ads over contextual ads across all major verticals tested

Surveyed consumers were more receptive to behaviorally targeted ads than contextual ads—63% to 49%

Consumers who prefer behaviorally targeted ads represent a higher-value audience—they have a higher income, spend more money online, and shop online more frequently than others

69% of auto purchasers shop online at least monthly 77% of auto purchasers are more receptive to behaviorally

targeted ads 61% of auto purchasers are likely to notice behaviorally targeted

ads while engaged in other online activities

Page 6: Revenue Science at JD Power and Associate Automotive Internet Roundtable

Behavioral Targeting: New Standardin Online Ad Buys

Sources Include: Jupiter Research and eMarketer.com

68% of interactive advertisers plan tofocus on BT in 2007

Marketers are expected to spend $1.0 billion in 2008 and that is projected to grow to $3.8 billion by 2011

US Behavior Targeted Online Ad Spending 2005-2011 (millions)

Most Effective Online Advertising Targeting Methodologies

Behavioral 52.4%

Demographic 32.9%

Contextual 30.5%

Geographic 14.6%

Other 4.9%

2005

2006

2007

2008

2009

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2011

$2,600

$1,650

$1,000

$575

$350

$220

$3,800

31% of interactive advertisers plan to heavily invest

Page 7: Revenue Science at JD Power and Associate Automotive Internet Roundtable

What Do We Consider High-Intent?

The Science of Intent:

Multiple Behavioral Indicators = High Multiple Behavioral Indicators = High IntentIntent

For example: A person visits the new car section They do a keyword search

for SUV, or related words They use the dealer locator They use the payment calculatore Based on the information

collected, we qualify this personas an in-market auto buyer

High Intent Consumers aretargeted across the network

With Revenue Science you discover the ideal audience at scale.

Page 9: Revenue Science at JD Power and Associate Automotive Internet Roundtable

We Make it Easy for You to Understand

Please visit us at the Technology Showcase

Contact: Tony SantoEmail: [email protected]: 415-826-9430