Rex Briggs at JD Power and Associate Automotive Internet Roundtable
Revenue Science at JD Power and Associate Automotive Internet Roundtable
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Transcript of Revenue Science at JD Power and Associate Automotive Internet Roundtable
Targeting Consumers with Precision
Tony SantoChannel Director, Revenue Science
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
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
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
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
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
2010
2011
$2,600
$1,650
$1,000
$575
$350
$220
$3,800
31% of interactive advertisers plan to heavily invest
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.
Premium Publisher Partners
Community
Travel/Health
Auto
News & Information
Technology
Sports & Entertainment
Finance & Business
Category
We Make it Easy for You to Understand
Please visit us at the Technology Showcase
Contact: Tony SantoEmail: [email protected]: 415-826-9430