behavioral marketing monitoring for digital … · 2016-04-27 · behavioral marketing monitoring...

BEHAVIORAL MARKETING MONITORING FOR DIGITAL ADVERTISING

ADVERTISERS AND INDUSTRY PERSPECTIVE

5th November, 2009

Beatriz Fernández de BordónsManaging DirectorVivaki Nerve Center Spain

Table of Contents:

Internet Users’ needs

Advertisers’ aim in digital campaigns

Agencies’ proposition to meet these goals

How technology is helping media owners and agencies

Industry alternatives:ROI analysis of post click and post viewDemographic targetingGeographic targetingContextual targetingBehavioral targetingRetargeting

© 2009. All rights reserved. VivaKi . Proprietary and Confidential.

Internet users’ needs: Communication 2.0

Internet users go into the net surfing to gather information

They need extremely relevant contents in response to their queries

Users need relevant personalized messages to cover their immediate needs

Transportable and transferable contents to use them on multiple platforms

Visible interactive messages based on new technologies

Users expect to receive relevant messages only targeted for them

Users aim to have a voice, a consumer experience:To be engaged with the brandsTo judge and evaluate their brand experience and share it onlineTo participate in the marketing definition



How Internet users search

Internet users need searchable brands

Advertisers’ aim in digital campaigns:

Analyze consumer insight

Learn from online consumer behavior in all types of content sites:Search engines, portals and communication toolsDigital press and magazines or specialized websitesBlogs and UGCSocial networks

Reach their target audience with the product message and promotions

Evaluate the ROI campaign performance as per main KPI’s


March 2009 “Return To The Behavioral Bandwagon”

Contextual Advertising Proved Most Popular In 2008

Use Of Behavioral Targeting Is Growing Most Quickly In EuropeMarch 2009 “Return To The Behavioral Bandwagon”


Agencies’ proposition to meet these goals:We transform the advertising message into relevant content for the consumer when we show it as a favorable interruption at the time and place they expect to find this content

For consumer insight we have to consider the consumer pathways:


For online consumer behavior we need to relay the technologies monitoring demographic and behavioral targeting (see next slide)

To reach the target audience we use industry data from online panels to select the affinity contents, behavioral targeting adserving tools and Audience on Demand platforms (see next slide)

To monitor performance we use third party adserving tools to analyze post click and post view impact and conversion on the brand business

Agencies’ proposition to meet these goals:

Audience on Demand Vivaki solution (AOD)Increase performance and eliminate waste by buying only the impressions that match your target audience, which deliver only the impressions that matter

Client data that identifies the

target consumer

Pool of premium

partner sites

AODAOD

“Filtration”system for

media buying

Buy only the impressions that match


Predominant Tactics For Web Site Targeting for MarketersJuly 2009 “Sharpening Web Site Relevance”


Deep Relevance Requires Triangulation Of Multiple Attributes for Marketers

July 2009 “Sharpening Web Site Relevance”


How technology is helping media owners and agencies:Media owners and agencies use adserving tools that launch a “cookie”associated with the advertising format

The cookie is passive, it is made up of data sitting on a PC hard drive that can be read by the appropriate third party Adserver through the user's web browser. This identifier allows for monitoring the activity post click and post view on the advertiser website. The cookie might be use to define cluster profiling. It is a browser that does not identify the user

Cookies are used only to distinguish individual web browsers, not to identifyindividual web users

The “advertising cookie” data cannot be tied to any personal information

The media owners have the ability to gather double opt-in databases of users that have confirmed twice that they are willing to receive promotional informationon certain issues of interest


How technology is helping media owners and agencies:Types of advertising cookies and its use to target browsers who perform a given action

Frequency caps: in order to limit the number of times that a given ad is served to a web browserAttribution activity: evaluating ROI of each ad in terms of conversion, advertisers can attribute activity with their ad to the publisher's siteTargeting tags: ability to target ads to browsers who have previously viewed a page or ad, or performed a specific action on a websiteAudience segmentation: allows to separate your audience in different segments to evaluate the relative performance or multiple ads or differing offersSequential image series: the technology records an event for the cookie and serves the next creative in the series.

Some details:Dart (DCK) cookies expires, since August 1st 2007, two years after the day is set.Users can always choose to delete cookies or opt-out cookies.Without cookies the ad servers cannot determine how many times an ad has been served to each browser, or correlate the activity back to an ad that previously served.

Source: “Doubleclick and Cookies”, Doubleclick December, 2007


Industry alternatives: ROI analysis post click and post view

Ability to measure the main KPIs of the client campaign performance:Number of unique browsers that have reached The cross-site reach of the ads campaignThe conversion on page views, registers, sales and generated revenue (CPL, CPA)


Content Server

Publishers Ad-Server

SendsContent

Redirecting TAGS

Sends Advertising

AdvertiserAdvertiserWebsiteWebsite

Before sending advertising, the Ad-Server reviews:- IP origin- Day of week- Time- Browser- Operational SystemAnd also:- If the browser has any previous cookie from this server.

Ad ServerRedirecting

Post Activity TAGSDigital AgencyDigital Agency

Trafficking

Industry alternatives: Demographical targeting

This kind of segmentation is mostly accomplished through media planning: selecting affinity websites to launch campaigns according to the percentage of reach on the target audience in the industry panels. Advertisers focus their campaigns on sites that boast a high concentration of their target audience

We may use demographic segmentation in websites where the users are registered in a double opt-in database for receiving promotional information of their interest

We also use this segmentation in the data basis of user register for using communication tools such us email or instant messenger and had agreed to receive promotional information


Industry alternatives: Geographic targeting

Geo-targeting based on registration data, segment users by postal code

Geo-targeting based on panels

Geo-targeting based on IP connection - easy to identify at a national level but more complicated at a local level in some countries when the connections are not driven through cable:

i.e., in Spain it is accurate at a local level when the users are connected through fixed IP references but not accurate when there is usually a dynamic IP connection - 70,9% of connections are DSL and these type of connection is mainly related to dynamic IP (Source: Estudio General de Medios AIMC)



Industry alternatives: Contextual targetingWe target browsers with contextual segmentation when we select the sections and/or the contents of the webpages where we want to communicate a certain product or service: i.e. impact in travel section with a airplane ticket promotion

We may also do contextual when we impact to users usually consulting finance when surfing other pages of the portal where the users is registered: i.e. Yahoo mail users segmentation by category

On Social Media are the media we can use on top of demographic and geographic segmentation, the option to target profiles according to the information gathered from their profiles on keywords or interest categories due to a previous authorization of the user

Industry alternatives: Behavioral targetingIs the ability to align ad with users, under previous authorization, whose online behavior implies interest in a particular product or service using technology to monitor users


Source: Forrester research and inhouse source

Industry alternatives: Behavioral targetingBehavioral targeting is the ability to align ads with users whose online behavior implies interest in a particular product or service


Individual socio-demographic data

Female

25-30 years

Income60-80K

Travel

Lifestyle

Wellness

Web

Generic Anonymizer

LoginsCoReg

Female

25-30 years

Income60-80K

Travel

Lifestyle

Wellness

Real-time prediction technology

Generic anonymization technologyEnsures use of PII data in non-opt-in environments conforming to the strictest European legislation

Real-time prediction technology• Proliferates non-PII data to the entire

population of the connected platform

The combination of the Generic Anonymizer and Predictive Algoriyhm creates high-quality socio-demographic reach that rivals TV

compliant!

Source: Wunderloop platform and business model

Industry alternatives: Retargeting

Is the ability to impact browsers that:

Have already been impacted by the advertising communication

Have already been surfing on the advertisers’ website without ending a process of registration or sale

We use, once again, “cookies” for identifying those web browsers that already had contact with the advertiser not users

The performance of the ads directed to these retargeting segments is usually from 3 to 5 times more relevant and efficient for the advertisers campaign goals (Source: Average results on AOD projects of Vivaki clients in the US)



Industry alternatives: Retargeting

1. Browser visits advertiser site 2. User browses,

shops, but does not buy

3. Browser leaves site but later sees targeted advertising that we serve

4. Based on the advertising, user returns to advertiser site and purchases

Thank-you for your attention

For any questions or further information please contact me:

[email protected]

behavioral marketing monitoring for digital … · 2016-04-27 · behavioral marketing monitoring...

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