People not Pages:An overview of Ad Targeting

Today’s talk

1. Targeting = $

2. Does it work?

3. Social networks suck.3. Social networks suck.

(the publisher-centric view)

Hi. I’m Andrew.

My life in advertising:

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Revenue Science publisher clients

Targeting = $

Homepage = $$$

… and 13

other

sections

Tech = $$$$ Opinion = $ World = $

• Content

• Geo

• SIC

• Demographic

• Daypart

• Behavioral

• …etc• …etc

Homepage = $$$

Tech = $$$$ Opinion = $

w/ Techies = $$$

World = $

w/ Techies = $$$

Does it work?

Brand advertising metrics

Audience Composition:

– 115% lift in business travelers(who take a minimum of 1 trip per year)

– 145% lift in business travelers(who take 5+ trips per year)(who take 5+ trips per year)

Brand and Persuasion Metrics

Key Findings:

– Aided Brand Awareness Lift 43%

– Message Association Lift 50%

– Brand Favorability Lift 50%

– Purchase Intent Lift 100%

Direct response ad metrics

Age 18+ Target Cell & Wireless

Services Target

Cell & Wireless

Services Target

+475.8% CTR

Lift

+291.5%

Conv Lift

Services Target Services Target

2,800,000 people looking for cell & wireless services.

Ring Tones Cell Phones Cingular T-Mobile

Yahoo! Mobile

Wireless section in Yellow Pages

Mobile Phones & Plans in Shopping

Example search terms qualified for this target:

Example Yahoo! Pages visited:

Social networks suck…

…at making $$$…at making $$$

versusversus

People not Pages Summary

1. Targeting = $

• Remnant to premium

2. Does it work?2. Does it work?

• Brand vs DR

3. Social networks suck.

• Addictive = low CTRs

• Interest vs intent

Questions?

voodoo [at] gmail.com

http://andrewchen.typepad.com

@andrew_chen