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Tipping Point Update September 2009
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Tipping Point update Stptember 2009
Transcript of Tp200909
Tipping Point Update
September 2009
Agenda
• Behavioural targeting
• Snippets
• Snapshots
What is it?• Uses your web history to target ads
• Two types:– onsite targeted content (purchase history, opens, profile information etc) – ads across network sites (network history)
• In theory it’s win/win - consumers get relevant ads; advertisers get better ROI
• But there are privacy concerns
Ad network
How does it work?
Travel site
Ad space
eCommerce site
Ad space
Blog
Ad space
News site
Ad space
Sport site
Ad space
It’s all about the data
• From: ISP; own site stats; profile details; networks
• Approaches vary, often based on long history• Some drill deep to make assumptions
– Eg: on a book store, I look at a book re kindergarten
> Possible conclusion: I may be interested in SUVs– Eg: I visit footie and BBQ sitesPossible conclusion: I may be a man
Many then add users to categories
How does it work?
• Eg AdBrite: categorises users by history
• Advertisers can then target ads
Who?In-site users:• Big traffic sites eg Yahoo• Media sites eg Fairfax, USAToday, UK Guardian
OnSite services – analytics providers• Omniture• Predictive intent
Network services - Ad networks eg: • ValueClick • TRIBAL fusion• Phorm• frontporch – also direct messages in browsers
Results & new directions
• Yahoo – Claims Smart Ads double the ROI 0f trad banner
ads– Launched Smart Ads to mobiles in May
• Microsoft– Announced yesterday BT for mobile ads– Categories based on data from Hotmail, Xbox,
Bing searches, Windows Live profiles etc
• DallasNews.com – Claims response rates of 7.7 v national average
0.33%
Privacy• June: US joint committee hearing on industry practices
• March: Tim Berners-Lee told the UK parliament ISPs should not be allowed to profile customers
• Feb: US FTA staff report recommends self-regulation with increased transparency; limited data retention etc
• Attempts to comply – eg:
– Phorm stores data anonymously (24 digit ID distinguishing users, not identifying them). Channel / topic assigned to user, NO browse history
– Fetchback began offering opt-out in June
– Google launched behavioural targeting in March on AdSense ; Claims transparency with user preference management
Snippets• Bing gains traction and releases visual search beta*• SEMPO study: mobile web access on the rise; click thru rates of 5-15% on
campaigns, compared to 1% web average*• Forrester study: 40% of online shoppers abandon pages taking 3 s to load• Animoto video presentation tool – pics, videos, text – getting good reviews• Android phones announced by LG, Motorola, INQ Mobile; now >10K apps• FaceBook becomes “cash flow positive” • France legislates to revoke illegal downloaders’ web privileges• Adobe buys Omniture and Intuit buys Mint.com• Survey: half smart phone users open to targeted ads eg restaurant offers• Augmented reality – Yelp iPhone Easter Egg; TEDxNSW call for standards*• Google dominates Internet – not just search - in India/Brazil*
Snapshots
Google forms
VERY good use interface
Easy to email out and view compiled results
Entire process approx 3 minutes!
I could change themes easily; but couldn’t see an easy way to brand
or create my own theme. Is this potential revenue?
Redbeacon wins TechCrunch50
Natural language search admired, eg “cupcake maker” > bakers
Not just listings – vetted providers; online appointments
Google Labs FastFlip
Enlarge & flip through ful magazine pages
Ad revenue shared with publisher in return for full-
page access
GoogleMaps addition
Real time traffic flow added – based on speed
of mobile phones
Aus is the 4th country online (after USA, UK, France)
Nation of Go – tyre makers go social
Users upload pics, trip details from mobile
phones
Chyngle local apps for mobiles
Eg use local app to find the nearest stadium
toilets
Or order pizza from the stand… delivered to your seat!
Next time….
• Ideas?
• Feedback?
