150528 ptdc15 tail_wind_audience_driven_planning

You are an Automotive Advertiser, which one would you use?

• Goals• KPIs• Benchmarks

• Who’s the target audience

• Media Consumption Patterns

• Consumption Lifecycle Patterns

• Data Sources• Tagging Strategy• Normalization

• Segment Selection• Prospecting Strategy• Retargeting Strategy

• Media Mix• Cross Channel Buying• Media Optimization Tactics

• Cross Channel Reporting and Attribution

• Optimize Audiences vsKPIs

Have you recently done consumer research about your target

audience attitudes and behavior?

Is the data actionable?

Have you been segmenting your target audience in your

marketing plan?

Do you have access to updated and “clean” customer data?

What kind of data is that?

Is your customer data gathered in one location?

Do you have partners that could enhance your targeting

capabilities?

Do you know which channels and times is your audience

better addressed?

Who

WhatHow Soon/Often

Socio-demographic18-30, Women 60%Urban, Educated

PsychographicStyle Addict Party Girl

Product InterestsHome Deco, Music, Auto, Going Out, Travel

Purchase IntentFrequency, Recency

Purchase FrequencyNo purchase last year

March: This segment starts closing the funnel and test-driving cars 3-4 months in advance of the actual purchase.

April: Spring is in the air. The segment is getting ready for an Easter Break trip. A nice new car will be needed.

June: The month when schools and universities end and the summer travel fever starts. Most of the purchases for this category are being done during this period.

Socio-demographicPsychographic

Product InterestService Interest

Purchase IntentPurchase Frequency

Prospecting Retargeting Existing Clients

CanadaCPAX

FranceAudience SquareLa Place Media

DenmarkDUN

Czech RepublicCPEx

Established Alliance

Discussion on Alliance

GreeceProject Agora

RomaniaProject Agora

UKPangaeaAOP

MENAProject Agora

HungaryProject Agora

To establish the right relationship with your consumers you need to engage with them in the right context. Project Agora brings targeted audiences in a premium local context to enhance the power of your message.

The Partner’s List is being enriched continuously. Please consult with Project Agora’s local team for the most updated info.

Women aged 25+ who are always in the market for beauty and fashion products. They follow the latest trends and news. While they have a preselected number of brands they use, they are always open to try the next new thing. Online, they read their favorite women sites (fashion, beauty, celebrity chef, astrology) and celebrity news.

University students or single young professionals up to 34 living in urban areas. Spending their going out time in trendy new bars, music gigs, cinemas, theaters. They spend time listening to music online and watching TV series and movies. They claim that they use Twitter and Instagram more than Facebook. Frequent visitors of theater and music specific websites.

Upmarket university educated white collar professionals 30+. These urbanites enjoy leisure-intensive lifestyles. They travel, go out to eat, shop online and offline. Surrounding their homes are the signs of upscale living: Stylish home-deco, brands clothing, premium cosmetics. Online they read cultural news, business websites, professional self-help guides and going out sites.