Paul Goad WEBIT, Turkey Oct 2012

R E A L - T I M E U N I Q U E D Y N A M I C B R A N D I N G R E S P O N S E R E T A R G E T I N G D A T A - D R I V E N E F F I C I E N T S A F E

Digital Advertising Services

October 2012

Proprietary & confidential 2012

More data means more relevance

Proprietary & confidential 2012 3

Data comes of age

Basic post-action optimisation

Clicks, conversions, frequency, day part

2000 2012

Targeting,optimisation,

RTBInterest, intent,

contextual category, demographic, geographic

2008

Data management and delivery

Audience profiling, ‘lookalike’ audience

extension


More data means more efficiency

Audience segments Interest/intent targeting

Use profile data for advanced targeting.

Audience extensionLookalike targeting

Use data to identify best customers, optimise and find new prospects.

Retargeting Effective for messaging site visitors but no prospecting ability.

Awareness Branding

Profiling and extending audienceProspecting & targeting potential customers

PointOf

Purchase

Retargeting with dynamic

messaging

ConsiderationPerformance

Targeting in-market customersDrive to site and maximum

optimisation to KPI


The Right Technology

Profiling tech • Develop audience profiles and generate lookalikes – prospecting for new customers

Data Management Platform • Manage own and 3rd party data

Adserver and bidder• Use RTB to improve buying efficiency – especially retargeting

Plus – the people to build and manage it • Computer engineers• Software developers • Data scientists

Proprietary & confidential 2012

The Data Minefield

Supplier checklist• What unique data do you have?• How do you compile it – sources

and touch-points?• What 3rd party data do you use?• Quality of data?

Regional? Volume?

• What RTB capability do you have?• What reporting is provided?

R E A L - T I M E U N I Q U E D Y N A M I C B R A N D I N G R E S P O N S E R E T A R G E T I N G D A T A - D R I V E N E F F I C I E N T S A F E

Digital Advertising Services

THANK YOU