CIARÁN NORRISMINDSHARE

DATA DRIVEN MARKETING

Placement by ContextPlacement by InterestPlacement by Profile

Placement by AudienceSocial Placement

ON AVERAGE WE PASS

PIECES OFPERSONAL INFO

INTO DATABASES EVERY WEEK

3,254

Media 1.0: Placement by Context

I WANT TO TARGET CAR

LOVERS, WHERE

SHALL I PUT MY ADS?

I’M A BLOODY GENIUS!

Media 2.0: Placement by Interest

I WANT TO TARGET CAR

LOVERS, WHERE

SHALL I PUT MY ADS?

EVERYONE LOVE

FACEBOOK, I’LL PUT THEM

ON THERE

THIS IS NEATO, I CAN TOTALLY

TARGET PEOPLE WHO ARE

INTERESTED IN CARS

WHAT A GUY!

Media 2.5: Placement by Profile

I WANT TO TARGET CAR

LOVERS, WHERE

SHALL I PUT MY ADS?

IT’S BOSS THAT I CAN

TARGET PEOPLE…

HMMM, BUT NOT EVERYONE ON

FACEBOOK EXPRESSES INTERESTS, I

MIGHT BE MISSING PEOPLE

I AM ON FIRE!

IF ONLY I COULD DO THE SAME

OFF OF FACEBOOK

MAN, THOSE GOOGLE

GUYS HAVE SOME WICKED

GRAPHICS

Media 3.0: Placement by Audience

I WANT TO TARGET CAR

LOVERS, WHERE

SHALL I PUT MY ADS?

IF I COOKIE PEOPLE, I CAN BUILD A REAL

UNDERSTANDING OF THEIR INTERESTS

Surf Behaviour

Clicks

GoogleKeywords

Surf Behaviour on Client‘s Site

Loyalty Card Buying

Behaviour

I’LL BE ABLE TO MAKE A CHOICE OF TARGETING

OR REACH

IT WILL ALLOW ME TO

OPTIMISE FOR LOTS OF

VARIABLES

Bespoke audience segments

Behavioural(site, section, time)

Ad interaction / clickers

Retargeting(client site data)

Exclude existing customers

Audience Profiler

AND IT’D BE GREAT TO BUY AND TARGET IN

REAL-TIME

Exchange

Sites place an exchange tag on their pages with

available inventory

1User types in a

URL and browser renders webpage

2

Exchange federates bid request to all bidders for an

auction

3

Bidder Bidder Bidder Bidder

BidderBidderBidder

Bidders evaluate request (hold auction among their advertisers) and send bid

responses to the exchange, including bid price and

creative

4Exchange

evaluates all bid responses and selects winning

bid

5

Winning bidder’s creative is served to the user. Bidder

pays .01 more than 2nd place

6

SO I’LL GET THE RIGHT PERSON, AT THE RIGHT

TIME, FOR THE RIGHT PRICE

THIS STUFF IS LIKE MINORITY

REPORT!

Media 4.0: Social Placement

I WANT TO TARGET CAR

LOVERS, WHERE SHALL I PUT MY ADS?

WOULDN’T IT BE GREAT IF I

COULD LEVERAGE THE SOCIAL GRAPH?

SO ADS WOULD BE TARGETED

AT PEOPLE BASED ON

THEIR FRIENDS’ ACTIONS

THANK YOU

ciaran.norris@mindshareworld.comm-insights.blogspot.com

@ciaranj