ABC of the BOA

This slide for the logo.

This one to make the event fun.

3

OUR PHILOSOPHY

Consumer centrism

Authenticity

Efficiency & consistency

Durable & holistic approach

CONSUMERS

1. UNDER- STANDING

2. STRATEGY

3. ACTIVATION

4. EFFICIENCY

And this one to present myself.

ABC of the BOA

A black box.

ABC of the BOA

Ready to burst.

ABC of the BOA

Or is it a present?

How to seduce internauts (human beings, actually) and optimize ad impact?

By confronting right messages with right targets, avoiding ad cluterring

Remember the bad old times (of ad 1.0)…

Would be sooo sad to repeat history.

Attitude towards advertising(1)

Question Data TV Internet Free Press OOH Cinema Radio Magazine NPTotal 19 17 29 25 19 18 23 20North 15 14 31 22 15 15 20 17South 24 21 27 28 25 21 26 25Total 36 36 39 45 30 29 49 44North 30 35 42 50 31 28 54 50South 44 38 36 38 29 30 42 36Total 54 51 28 25 47 51 28 33North 62 53 22 21 49 53 24 30South 43 49 35 29 44 48 33 37Total 10 6 11 13 11 10 7 7North 9 5 10 13 10 10 6 5South 11 8 12 14 11 10 8 8

Find advertising interesting & something to talkabout

I find some of its advertising OK but quite lots isdevious

Nearly all advertising on/in it annoys me

Often I find its adv. more entertaining than programmes

The effect of using “customer insights”Source: Research Rijksuniversiteit Groningen Netherlands “Behavioral

targeting”, 2010

Customerinsights

• More transactions• Brand loyalty • Relevant offer

• Damage tobrand image • Intrusive offer

Brand

Visitor

Behavioural Online Ad

• Opportunities– Efficiency & Effectiveness– Mid term planning

• Issues :– Local – Technical– Legal

What?

• The collection of data from a computer regarding Web viewing behaviours over time for the purpose of using such data to predict consumer preferences or interests to deliver online advertising to that particular computer or based such Web viewing patterns

Re-targeting on a global level = less waste of €

Copyright 2010 Aegis Media Belgium | isobar All rights reserved

… and surfs on specific (previously

taggued) pagesStep 1

Step 2

This tag will drop a cookie to the surfer

Smartdata Adserver

Later surfers visit a website

?

Adserver needs to deliver an ad now

Solution 1 : surfer has a cookie

Deliver the Ad 1

Solution 2 : surfer hasn’t a cookie Deliver the Ad 2

The surfer visits your website

Adserver checks if the surfer’s computer has already a cookie or not

DATA

16P r o p r i e t a r y & C o n fi d e n t i a l

Standard Retargeting IgnitionOne Smart Retargeting

Understanding True Interest

Car model Ibiza SC

Ibiza Ibiza ST

Visit? Yes Yes Yes

Possible Interest?

1 2 3

Car model Ibiza SC Ibiza Ibiza ST

Visit? Yes Yes Yes

Avg. Time 10 secs 30 secs4 mins 5

secs

Recencylast

monthlast

weekyesterday

Frequency rarely rarely often

Brochure

Requestnever never recent

True Interest

3

? ?Seat Ibiza SC Seat Ibiza Seat Ibiza ST

17P r o p r i e t a r y & C o n fi d e n t i a l

Example Ignition One Smart Retargeting:If a visitor of Seat NL has a high buying propensity..

..and is found within the IgnitionOne Network that has over more than 85% reach in Europe

IgnitionOne will serve a banner that matches exact with the visitors primary interest

IgnitionOne campaign increased the CTR of the banners from 0,28% to 0,97%

SMART RETARGETING

Find users and specific audiences

Find researchers and intent buyers

Target in-market buyers and conquest the competition

Convert known consumers and move highly attractive new customers in order to feed the top of the sales funnel!

Find users who have been to a homepage or product page or have abandoned action pages & drive them to conversion

Profile Targeting

Behavioral Targeting(Broad reach)

Behavioral Targeting(Narrow reach)

Re-Messaging

Display Performance

Aw

aren

ess C

on

side

ratio

n C

on

version

s

Profile Targeting

Behavioral Targeting

Behavioral Targeting

Re-Messaging

Custom Database Targeting & Custom Modeling

Add a Display Performance campaign to convert upper funnel advertisers with a strong call to action

Performance

18

Where does Behavioural Targeting fit?

Web Pages-Type Visit Average Week

1

4

7

10

18

8

9

11

11

18

17

15

31

20

22

16

12

37

44

24

27

50

53

49

35

51

47

51

84

1

1

3

7

6

19

19

18

19

13

15

17

6

18

20

27

32

12

9

32

42

23

24

29

48

39

43

53

80

0 10 20 30 40 50 60 70 80 90

None of these

Gambling

Dating

Other

Cars

Fashion / Style

Health / Fitness

Celebrity gossip

Travel

Personal customised homepage

Local information

Auction

Sports

Price comparison sites

Blogs

Jobs

Shopping

User- made video viewing

School/ University

Maps or directions

Weather

Wiki Sites; e.g., Wikipedia

Films / TV / Entertainment

Music

Personal banking andfinance

Games

News

Social network

Search engines

Women:25-34

Men: 18-24

Contextual targeting is a necessity

Where are the opportunities?

• The fact is that online, interest-based advertising is the only form of advertising that puts the control 100% in the hands of the consumer(..)

• the targeting in question fundamentally depends on a cookie placed on the consumer's computer -- and therefore fully under his or her control at all times.

Jay Habeggeris the CEO of OwnerIQ

Where are the opportunities?

• Efficiency & effectiveness of course– Higher productivity + lower cost– More impact on sales or participation

• Mid term planning– Data holding– Less pushy 1-shot actions

• Client data collection– e-CRM possibilities– Update & relevant data (Behavioural)

Where are the issues? TECHNICAL

• Networks/ Ad Serving (consistency & fluency)

• Family usage

• Cookies deleting

• Source data changes

Where Access The Internet- Regularly(2)

1

1

1

2

3

5

23

49

67

1

5

3

6

20

16

12

71

58

1

0

1

1

0

2

31

56

53

0 10 20 30 40 50 60 70 80

Through your TV

At a library or Internetcafe or Kiosk

Elsewhere

Through your gamesconsole

At school or college or university

Through your Blackberry mobile

At work via a PC

At Home on a laptop

At home on a desktop

Women:25-34

Men: 18-24

Total

Where are the issues? LOCAL

• As usual

Where are the issues? LOCAL

• Change resistance• Lack of offers structure & consistency• Low degree of know-how (agencies & advertisers)

Where are the issues? LEGAL

• There is an increasing drumbeat from government agencies and politicians about the need to regulate online cookie-targeted advertising. The implication is that the market has failed, so the government needs to protect the consumer.

Jay Habeggeris the CEO of OwnerIQ

Where are the issues? LEGAL

Sheppard Mullin

• Efficiency vs Privacy: is Online Behavioural Ad capable of self-regulation?

• The Dilemma : in what began as an innovative way to improve advertising efficiency, online behavioral advertising has spawned “Big Brother”-type fear among watch-dog groups worried about consumer privacy

• how to balance the privacy concerns surrounding the collection of personal information with the need to subsidize the availability of online content through effective and cost-efficient advertising

Self regulation better than regulation

BAO is about ad message engagement

• Customization of ad contact lowers the cluttering• Media Sales Houses to adapt their offers• Deliver info to business and consumers• Activate transparency via an opt-in mode

Thank you.

Honesty pays