Behavioural Targeting Matching Media & Creative Stephen Neville

Behavioural TargetingMatching Media & Creative

Stephen Neville

Agenda

• What is ‘behavioural targeting’?

• New skills required

• Why bother?

• Data and Privacy

• Summary

What is ‘Behavioural Targeting’?

• Targeting ads to consumers whose behaviors indicate that a product category is relevant to them.

• This is not a new idea

Evolving landscape. New skills required

Reaching consumers based on their digital

footprint

NewspapersMagazinesWebsitesTV shows

Context(Inventory Based)

Audience(Data based)V.S.

Data underpins behavioural advertising

Behavioural Targeting Techniques

Fishing the pool dry

Finding new pools to fish

Finding the fishes best

friend

Fishing the pool dryIn market for a car

Aged25-34

Loves Art & Design

Fishing the pool dry

Finding new pools to fish

Finding the fishes best

friend

Behavioural Targeting Techniques

Finding new pools to fish

Fishing the pool dry

Finding new pools to fish

Finding the fish’s best

friends

Behavioural Targeting Techniques

Finding the fish’s best friends

Tell us what you think at Facebook.com/PUMA

UK Men 18+

9,119,02

UK Men 18-34

5,736,580

Men 18-34 in London

1,335,800

Men 18-34 in Londonwho like Football

146,280

Men 18-34 in Londonwho like Arsenal or Chelsea

92,360

Social Targeting. Lots of little = big

v.s.

v.s.

760 Premier League Games+ FA Cup + Carling Cup + Europe

+ Championship + 1st, 2nd, 3rd divisions…

Gatwick to AlicanteManchester to Barcelona

From

£59.99From

£63.99

Manchester to Geneva

From

£74.99

Optimising display media to behaviour

123routes

6 Pricepoints

per route

4backgrounds

42images

X = 123,984 adsX X123 6 4 42

So why bother?

RON BT0

1

2

3

4

5

6

7

8

9

10

$1.98

$4.12

Average CPM (USD)

Media owners can turn lead into gold

+108%

Source: Network Advertising Initiative, 2009

RON BT0

1

2

3

4

5

6

7

8

9

10

2.8%

6.8%

Average CPM (USD) Conversion Rate (%)

Clients benefits are even stronger

+143%

Source: Network Advertising Initiative, 2009

And spend will continue to increase

Data and Privacy

Zuckerberg: Yeah so if you ever need info about anyone at Harvard. Just ask. I have over 4,000 emails, pictures, addresses, SNS

Friend: What? How'd you manage that one?

Zuckerberg: People just submitted it. I don't know why. They “trust me”. Dumb f**ks

Privacy? What privacy?

Consumers are concerned about data

Transparency matters

In summary, what does it mean for me?

Agency: New skills needed

Media Owner: Turn lead into gold

Advertiser: Sell stuff more effectively

Consumer: Less irrelevant ads to annoy me

[email protected]

CookieID: 12365473

Browsing History: The Economist, Fortune, IHT, National Geographic, Newsweek, TIME, The Wall Street Journal

Interests: Lots of stuff

Age Bracket: 18 - 24

Work Status: Overworked

Income Status: Underpaid