Passenger offers location, destination, car type, rider history and price
Driver looks at proximity, destination , your reputation & your price - you match & you ride
Buying Programmatic
Moments
Audience Defined
Moments Defined
Value Exchange
Sales Opportunity
Personal & Relevant Content
Re-Engagement & Follow Up
Inventory Source Brand Safety Apps & URLs Keywords
Categories Environment Viewability Language
Audience Lists Demographics Geography Day & Time
Device BrowserConnection
SpeedCarrier
Gardening enthusiasts (eXelate Data, £0.52 CPM)
Those who use Gillette Fusion Hydra Gel (eXelate Data, £0.70 CPM)
Shopaholics (Bid Manager Affinity)
Mortgage seekers (Bid Manager In Market)
Life long low spenders (Experian Data, £1.36CPM)
Family focussed (Bid Manager Affinity)
Looking at home insurance in December (I-Behaviour Data, £1.39 CPM)
Undisclosed/black box programmatic model
or
Technology stack with known mark-ups
0
50
100
150
200
250
Jan-10 Jan-11 Jan-12 Jan-13 Jan-14 Jan-15 Jan-16
Mill
ion
s o
f d
eskto
p a
d b
lockin
g u
se
rs
21m 30m39m
54m
121m
181m
+200m
+124%
+50%
Source: PageFair/Adobe
Establish objectives and your consumer moment
Retail is detail
Track everything
Realistic attribution models
Display has a vital role in any consumer journey
Source: Think with Google, UK Ecommerce consumer journeys
Who is your target audience?
Are you using your audience data?
Current/Future Needs
Attitudes/Opinions
Personal Attributes
- Open to travel
- Enjoys new experiences
- Buying holiday supplies
- Researching itinerary for trips
- Cultural: New ad types
- Easy Going: No ad blockers
https://yougov.co.uk/profileslite
https://www.visualdna.com
Help define & suggest audience lists
How do you end up on a list for Cadbury’s Buttons?
Characteristics & Background
› Name: Eve
› Age: 29
› Social classification: ABC1
› Location: London
› Working status: Employed
› Relationship Status: Single
› Upcoming Holiday: Spain
› Eve has booked flights to go to Spain in June with friends
› Eve booked her flights back in January and has been dieting and exercising in
order to get in shape for her holiday
› Eve has only just booked accommodation for her holiday and is just sorting out
hotel transfers/coaches to Gatwick Airport
› Eve has been saving waiting for the Summer seasons to arrive in the shops
before buying her holiday wardrobe
› Eve has been looking for inspiration for her holiday wardrobe online on her
mobile and is always interested in a bargain
› Eve has been very active on Instagram and Pinterest getting inspiration
› Eve is an avid entertainment reader and a TV/Movie Lover
“I would say I am very fashion obsessed, I like to look and feel good on holiday. I am hard working and
deserve a break every now to let my hair down ”.
Needs and Motivators to respond:
Actively looking to buy an affordable holiday wardrobe to go on holiday in the next 30 days, loves looking at inspiration and
getting ideas for new outfits with accessories. Eve loves shopping and a sale and likely to purchase a bargain.
Profiles collated from discussions with the Client, current data, retailer research, YouGov Data & SearchStar experience.
Women on a Special K diet
Women listening to Spotify ‘get fit’ playlists
Women who are health & fitness buffs
Women who are last minute holiday shoppers
Women in market for swimwear
Women who have bookmarked bikinis
Women off to Spain in next 30 days
Women who are beach holiday goers
Women browsing Conde Naste Travel & Style section
Source: eMarketer Us Digital Ad Spending 2016
Beginning Display Click is brand awareness
Middle Display Click helps create desire
End Display Click helps seal the deal
Source: Think with Google, UK Ecommerce consumer journeys
Tailor content to visitors’ interests
Tailor content to devices
Recommendation engines
Plugging in third party data to trigger content