Behavioural Targeting Matching Media Creative Stephen Neville Agenda

Behavioural Targeting Matching Media & Creative Stephen Neville

Agenda • What is ‘behavioural targeting’? • New skills required • Why bother? • Data and Privacy • Summary

What is ‘Behavioural Targeting’? • Targeting ads to consumers whose behaviors indicate that a product category is relevant to them. • This is not a new idea

Evolving landscape. New skills required Context (Inventory Based) Newspapers Magazines Websites TV shows V. S. Audience (Data based) Reaching consumers based on their digital footprint

Data underpins behavioural advertising

Behavioural Targeting Techniques Fishing the pool dry Finding new pools to fish Finding the fishes best friend

Fishing the pool dry In market for a car Aged 25 -34 Loves Art & Design

Behavioural Targeting Techniques Fishing the pool dry Finding new pools to fish Finding the fishes best friend

Finding new pools to fish

Behavioural Targeting Techniques Fishing the pool dry Finding new pools to fish Finding the fish’s best friends

Finding the fish’s best friends

Social Targeting. Lots of little = big UK Men 18+ UK Men 18 -34 in London Tell us what you think at Facebook. com/PUMA Men 18 -34 in London who like Football Men 18 -34 in London who like Arsenal or Chelsea v. s. 92, 360 146, 280 1, 335, 800 5, 736, 580 9, 119, 02 v. s. 760 Premier League Games + FA Cup + Carling Cup + Europe + Championship + 1 st, 2 nd, 3 rd divisions…

Optimising display media to behaviour 123 4 routes backgrounds Manchester Gatwick to Alicante to Barcelona Geneva From £ 59. 99 £ 63. 99 £ 74. 99 6 Price 42 points per route 123 X images 6 X 42 = 123, 984 ads

So why bother?

10 Media owners can turn lead into gold 9 8 Average CPM (USD) 7 6 $4. 12 5 +108% 4 $1. 98 3 2 1 0 RON Source: Network Advertising Initiative, 2009 BT

Clients benefits are even stronger 10 9 8 Average CPM (USD) Conversion Rate (%) 7 6 +143% 5 2. 8% 4 3 2 1 0 RON Source: Network Advertising Initiative, 2009 BT 6. 8%

And spend will continue to increase

Data and Privacy

Privacy? What privacy? Zuckerberg: Yeah so if you ever need info about anyone at Harvard. Just ask. I have over 4, 000 emails, pictures, addresses, SNS Friend: What? How'd you manage that one? Zuckerberg: People just submitted it. I don't know why. They “trust me”. Dumb f**ks

Consumers are concerned about data

Transparency matters

In summary, what does it mean for me? Agency: New skills needed Media Owner: Turn lead into gold Advertiser: Sell stuff more effectively Consumer: Less irrelevant ads to annoy me

Cookie. ID: 12365473 Browsing History: The Economist, Fortune, IHT, National Geographic, Newsweek, TIME, The Wall Street Journal Thankyou stephen. neville@zenithoptimedia. com Interests: Lots of stuff Age Bracket: 18 - 24 Work Status: Overworked Income Status: Underpaid