Premium Targeting... After the c.. 1
Premium Targeting After The Cookie Crumbles
Jan 16, 2015
Presentation on semantic targeting by Kate Owen, Emediate
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Premium Targeting... After the c..
1
The use of cookie-based information in advertising is about to change...
2
It's going to
happen, and it's
the law.”Christopher Graham, EU
Information Commissioner
If any of your advertising revenue is being generated through cookie-based advertising,
you could do with some alternatives.3
Why? The premium segment still makes a lot of sense ... And money.
4
Achieve maximum potential … in all stages of the sales process
5
consultative sell
technical setup & techniques
optimisation
learnings & communication
Sequential Delivery
URL
6
Time of Day
Content Vetting Tools
Keyword
Search Term
Semantic Content
Recognition
IP Address
Geo-targetingBandwidth
Day of Week
Themed Channels
Operating System
Proprietary Permission
Data
Sequential Delivery
URL
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Time of Day
Content Vetting Tools
Keyword
Search Term
Semantic Content
Recognition
IP Address
Geo-targetingBandwidth
Day of Week
Themed Channels
Operating System
Proprietary Permission
Data
The sexier the technology, the more your team needs a licence to drive (and sell) it
Some common mistakes ...
Over-promising on metrics
(clicks, conversions)
Some common mistakes ...
Over-promising on metrics
(clicks, conversions)
Some common mistakes ...
Over-promising on metrics
(clicks, conversions)
“Plug-and-pray”
And another: Targeting to death, just because you CAN…
11
Case: Targeting based on assumptions that were too basic
• Travel client: ”Let’s test the alternatives”
• Three campaigns, same creatives:
• no targeting
• retargeting
• semantic targeting (booked on Travel Content)
Budget Travel Sports Travel Travel Agencies Finance Music
Re
lati
ve
cli
ck r
ate
Your systems should tell you EXACTLY how much you have to sell.
14
Alternative #1: Sell without guaranteeing volume - ?
Alternative #2: Build in a safety net - ?
Good forecasting takes ALL factors into consideration.
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• Seasonal peaks / troughs
• Using the most detailed
possible base data
• All targeting criteria
• Frequency considerations
• Reserved inventory
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Case: Lufthansa and German news site
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> $2 Billion
... And that‘s just the
USA!
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Case: creating a custom product channel
Environment
Cooking
Bio Products
Eco-Politics
Yoga
Healthy Nutrition
Alternative Medicine
Vitamins
Cycling HolidaysHiking
Adventure Holidays
Hybrid Vehicles
Health
Prescription-free Medicines
Gardening
Protecting Nature
Post-Campaign
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Intelligent, valuable insights
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Whatever happens after May 25th …
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Be Prepared, Diversify and Win.
Thanks!Kate Owen
Country Manager, UK
Tel: +44 207 269 1213
Mob: +44 750 6133 727
www.emediate.biz
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