TruSignal/Forrester Audience Targeting Webinar
40
Presented by Joanna O’Connell, Forrester Research & David Dowhan, TruSignal Twitter: #TruSignalWebinar @TruSignal @joannaoconnell @daviddowhan Tuesday, October 16, 12
description
Whether you’re a programmatic media buyer, or one who prefers guaranteed placements with top publishers, you know the old digital media buying model is giving way to 1:1 audience-targeted campaigns that deliver superior precision and results. This webinar offers a better understanding to the audience-first imperative, and shows how marketing pros today are taking charge and bringing their own audiences to the media buying table. -Learn about the evolution of audience targeting and understand the paradigm shift in the way digital media buying is being planned and executed today. -Hear how savvy marketers are combining first-party data with massive amounts of offline, third-party data to build sophisticated custom audiences. -Understand the importance of building an audience specific to the goals of your display marketing campaigns in order to generate organic growth for your business.
Transcript of TruSignal/Forrester Audience Targeting Webinar
Presented by Joanna O’Connell, Forrester Research & David Dowhan, TruSignal
Twitter: #TruSignalWebinar @TruSignal @joannaoconnell @daviddowhan
Tuesday, October 16, 12
Presented by Joanna O’Connell, Forrester Research & David Dowhan, TruSignal
Twitter: #TruSignalWebinar @TruSignal @joannaoconnell @daviddowhan
“Audience Centric Campaign Strategy: How marketers can bring their audiences to the media buying table”
Tuesday, October 16, 12
Confidential & Proprietary
Align Audience Data with Campaign Objectives
Tuesday, October 16, 12
Confidential & Proprietary
Converting Close Existing Demand
Search, Behavioral & RetargetingIN-MARKET
Align Audience Data with Campaign Objectives
WHODATA
WHATDATA
Tuesday, October 16, 12
Confidential & Proprietary
Converting Close Existing Demand
Search, Behavioral & RetargetingIN-MARKET
Prospecting Stimulate New Demand
Contextual & Demo TargetingEmail Campaigns
PROFILE + CONTEXTUAL
Align Audience Data with Campaign Objectives
WHODATA
WHATDATA
Tuesday, October 16, 12
Confidential & Proprietary
Converting Close Existing Demand
Search, Behavioral & RetargetingIN-MARKET
Prospecting Stimulate New Demand
Contextual & Demo TargetingEmail Campaigns
PROFILE + CONTEXTUAL
Align Audience Data with Campaign Objectives
WHODATA
WHATDATA
BrandingBuild Future Demand
SponsorshipsPROFILE
Tuesday, October 16, 12
Confidential & Proprietary
Converting Close Existing Demand
Search, Behavioral & RetargetingIN-MARKET
Prospecting Stimulate New Demand
Contextual & Demo TargetingEmail Campaigns
PROFILE + CONTEXTUAL
Align Audience Data with Campaign Objectives
WHODATA
WHATDATA
BrandingBuild Future Demand
SponsorshipsPROFILE
Tuesday, October 16, 12
Confidential & Proprietary
Converting Close Existing Demand
Search, Behavioral & RetargetingIN-MARKET
Prospecting Stimulate New Demand
Contextual & Demo TargetingEmail Campaigns
PROFILE + CONTEXTUAL
Align Audience Data with Campaign Objectives
WHODATA
WHATDATA
BrandingBuild Future Demand
SponsorshipsPROFILE
Tuesday, October 16, 12
Confidential & Proprietary
Demos Alone Are Inconsistent and Lack Scale
3
Can your target be precisely defined by just
a couple of demos?
Tuesday, October 16, 12
Confidential & Proprietary
Demos Alone Are Inconsistent and Lack Scale
3
TotalPopulation
Can your target be precisely defined by just
a couple of demos?
Tuesday, October 16, 12
Confidential & Proprietary
Demos Alone Are Inconsistent and Lack Scale
3
Income: $100k - $199k46,000,000 Users
TotalPopulation
Can your target be precisely defined by just
a couple of demos?
Tuesday, October 16, 12
Confidential & Proprietary
Demos Alone Are Inconsistent and Lack Scale
3
Income: $100k - $199k46,000,000 Users
Age: 20-3937,000,000
Users
TotalPopulation
Can your target be precisely defined by just
a couple of demos?
Tuesday, October 16, 12
Confidential & Proprietary
Demos Alone Are Inconsistent and Lack Scale
3
Income: $100k - $199k46,000,000 Users
Home Value < $400k62,000,000 Users
Age: 20-3937,000,000
Users
TotalPopulation
Can your target be precisely defined by just
a couple of demos?
Tuesday, October 16, 12
Confidential & Proprietary
Demos Alone Are Inconsistent and Lack Scale
3
AddressableAudience2,300,000
Income: $100k - $199k46,000,000 Users
Home Value < $400k62,000,000 Users
Age: 20-3937,000,000
Users
TotalPopulation
2.3M
Can your target be precisely defined by just
a couple of demos?
Tuesday, October 16, 12
Confidential & Proprietary
Demos Alone Are Inconsistent and Lack Scale
3
AddressableAudience2,300,000
Income: $100k - $199k46,000,000 Users
Home Value < $400k62,000,000 Users
Age: 20-3937,000,000
Users
TotalPopulation
2.3M
Can your target be precisely defined by just
a couple of demos?
Less than 30% of impressions reached
the correct audience using demographic targeting
*”Building Brands in a Cross Platform World”, Nielsen white paper, November 2011.
Tuesday, October 16, 12
Confidential & Proprietary
Prebuilt Clusters Are Inaccurate and Wasteful
Start with yourdesired population
Buy media that over-indexes on
selected clusters
See where pre-built clusters overlap
Cluster CodeYoung & Digital
Country SquaresWinner’s AlwaysExecutiveGod’s HamletKids & SidewalksBright LightsSweet HomesSporty SpiceMovers & MakersUpward HeadedFast-TrackersFriars and SquiresPickup DaddiesSoccer Momma’s
Tuesday, October 16, 12
Confidential & Proprietary
Prebuilt Clusters Are Inaccurate and Wasteful
Start with yourdesired population
Buy media that over-indexes on
selected clusters
See where pre-built clusters overlap
Cluster CodeYoung & Digital
Country SquaresWinner’s AlwaysExecutiveGod’s HamletKids & SidewalksBright LightsSweet HomesSporty SpiceMovers & MakersUpward HeadedFast-TrackersFriars and SquiresPickup DaddiesSoccer Momma’s
Only 44% of impressions reached their correct target when buying media on the
basis of site composition indices.*”Building Brands in a Cross Platform World”, Nielsen white paper, November 2011.
Tuesday, October 16, 12
Confidential & Proprietary
A Custom Modeling Approach = Accuracy & Scale
5
Tuesday, October 16, 12
Confidential & Proprietary
A Custom Modeling Approach = Accuracy & Scale
5
Tuesday, October 16, 12
Confidential & Proprietary
A Custom Modeling Approach = Accuracy & Scale
5
Tuesday, October 16, 12
Confidential & Proprietary
A Custom Modeling Approach = Accuracy & Scale
5
Tuesday, October 16, 12
Confidential & Proprietary
Target High Value New Customers
6
Tuesday, October 16, 12
Confidential & Proprietary
Target High Value New Customers
6
Tuesday, October 16, 12
Confidential & Proprietary
Target High Value New Customers
6
Tuesday, October 16, 12
Confidential & Proprietary
Target High Value New Customers
6
Tuesday, October 16, 12
Confidential & Proprietary
Target High Value New Customers
6
Eliminate 80% of wasted impressions and focus marketing dollars on high value new customers
Tuesday, October 16, 12
Confidential & Proprietary
Accurate Prospecting Improves Customer Quality
Tuesday, October 16, 12
Confidential & Proprietary
Accurate Prospecting Improves Customer Quality
BRANDING
PROSPECTING
CONVERTING
Client Overview:‣ Higher Education client with good direct response discipline‣ Maxed out conversion campaigns. What’s next?‣ Needs to grow with new, high quality enrollees—fast
Tuesday, October 16, 12
Confidential & Proprietary
Accurate Prospecting Improves Customer Quality
BRANDING
PROSPECTING
CONVERTING
Client Overview:‣ Higher Education client with good direct response discipline‣ Maxed out conversion campaigns. What’s next?‣ Needs to grow with new, high quality enrollees—fast
TruSignal Solution:‣ Custom audience of “look alike” prospects, based upon a
file of currently enrolled student‣ TruAudience formula identified 8.3 million users
Tuesday, October 16, 12
Confidential & Proprietary
Accurate Prospecting Improves Customer Quality
BRANDING
PROSPECTING
CONVERTING
Client Overview:‣ Higher Education client with good direct response discipline‣ Maxed out conversion campaigns. What’s next?‣ Needs to grow with new, high quality enrollees—fast
TruSignal Solution:‣ Custom audience of “look alike” prospects, based upon a
file of currently enrolled student‣ TruAudience formula identified 8.3 million users
Results:‣ RTB prospecting campaign accelerated the client’s existing
conversion campaigns‣ Improved the quality of new leads‣ 75% of the leads were incremental to existing efforts
Targeting For Accuracy
32% Higher enrollment rate
Incremental leads75%
Tuesday, October 16, 12
Confidential & Proprietary
A High Scale, 1:1 Branding Campaign
Tuesday, October 16, 12
Confidential & Proprietary
A High Scale, 1:1 Branding Campaign
BRANDING
PROSPECTING
CONVERTING
Client Overview:‣ Top 10 financial services client‣ Tried using demos but couldn’t scale‣ Buying sponsorships using average site compositions‣ Needs to connect with high value prospects, at scale
Tuesday, October 16, 12
Confidential & Proprietary
A High Scale, 1:1 Branding Campaign
BRANDING
PROSPECTING
CONVERTING
Client Overview:‣ Top 10 financial services client‣ Tried using demos but couldn’t scale‣ Buying sponsorships using average site compositions‣ Needs to connect with high value prospects, at scale
TruSignal Solution:‣ Built a custom audience based on current high value
customers from the clients’ DMP
Tuesday, October 16, 12
Confidential & Proprietary
A High Scale, 1:1 Branding Campaign
BRANDING
PROSPECTING
CONVERTING
Client Overview:‣ Top 10 financial services client‣ Tried using demos but couldn’t scale‣ Buying sponsorships using average site compositions‣ Needs to connect with high value prospects, at scale
TruSignal Solution:‣ Built a custom audience based on current high value
customers from the clients’ DMP
Custom TruAudience Formula combines 104 data points into a single, targetable audience
3.6%
2.8%2.1%
1.7%1.3%
Contribution by Data Category
Financial InformationGeographyHobbies/InterestsProperty RecordsDemographicsCensusHousehold CompositionPublic RecordsAsset OwnershipBusiness Information
28.6%
18.5%
17.1%13.4%
10.9%
Tuesday, October 16, 12
Confidential & Proprietary
Premium Publishers
Mobile
DoubleClick for Publishers
Synchronized the Audience Across 5 Ad Platforms
Portal
Video
RTB Exchanges
DSP
AUDIENCE POOL
Tuesday, October 16, 12
Confidential & Proprietary
Reach the Right Audience With Fewer Impressions
10
Tuesday, October 16, 12
Confidential & Proprietary
Reach the Right Audience With Fewer Impressions
10
BRANDING
PROSPECTING
CONVERTING
Targeting For Scale
0514 Million
Uniques
AdPlatforms
01 Custom Audience
Bottom Line:‣ The agency brought their client’s own
TruSignal audience to the media buying table with precision and scale
‣ 5 different media platforms
‣ 14,000,000 uniques reached
‣ 80% reduction in wasted impressions
Tuesday, October 16, 12
Confidential & Proprietary
Key Takeaways
11
Industry Imperatives TruSignal Perspective
Align data targeting tactics with your strategic campaign objectives
Upper Funnel = Profile signals Lower Funnel = In-market signals
Sophisticated, 1:1 customized targeting is now a reality
Your 1st party data is the best place to start to define your ideal audience
Ask lots of questions about your potential targeting solutions
Important Considerations• Accuracy• Scalability• Portability• Effectiveness
Tuesday, October 16, 12
Confidential & Proprietary
Discover Your Ideal Audience
[email protected] twitter: @trusignal
Tuesday, October 16, 12
Confidential & Proprietary
Thank You!
Discover Your Ideal Audience
[email protected] twitter: @trusignal
Tuesday, October 16, 12
