OREGON RESTAURANT AND LODGING ASSOCIATION

10.13.13

So How Do Advertisers Reach Audiences:

With The Right Offer,

at The Right Time,

AND

In The Right Context?

Welcome to Today’s

Audience Targeting Workshop

What We’ll Learn Today:

Understand How Companies Collect Information and Why

Identify Online Targeting Capabilities

Create an Audience Targeting Strategy

Note: Everything we are doing today will be oversimplified. The Real World isn’t a vacuum, but for today’s purposes we’ll be looking at things from a very

straightforward perspective.

How Do Companies Collect Data(and why)

How Do Companies Collect Data?C is for Cookies

A cookie, is a small piece of data sent from a website and stored in a user's web browser while a user is browsing a website.

Upon their return the data stored in the cookie is sent back to the website by the browser to notify the website of the user’s previous activity.

Cookies can be first party as well as third party.

First Party DataThe Information We Volunteer

SEARCHES

WEBSITES VISITED

FacebookOregonLive Linked InYahoo!RealGM Pandora

COMMENTS MADE (USER ID)

FORMS FILLED OUT

Some Ways a Company Can Collect Data:

user id

articles, clicks

video, musicsocial

user id / registrationMany sites use registration data to help them to identify key demographic characteristics of their users.

A User ID also helps them to track user activity on their site, including their direct actions and interests.

This voluntary information is also sometimes sold as 3rd party data to other websites, publishers, ad networks, exchanges or data providers.

articles, clicks

Using The Example of OregonLive.com. A user could be categorized into a number of interest areas: Jobs, Autos, Real Estate, Rentals, Classifieds, News, Business, Sports, High School Sports, Entertainment and Local News as examples.

social and sharing

In today’s age of social media, websites have created a dual benefit in providing their users with social sharing features. The user is able to share their favorite content to their friends. This helps a user to feel connected to the website and gives them a sense of community.

In return the website is able to identify what content is being shared, which users are social influencers and a number of other social insights to aid in bolstering their targeting capabilities.

video, music

Video content and music provide another level of user engagement beyond static content. Websites featuring this type of content typically have higher time spent on the site.

This higher level of engagement allows the website to capture a tremendous amount of information about the user’s top interests.

It also gives their advertisers lengthier exposure to advertising.

WIIFT (What’s in it for them)?

Advertisers and Publishers Are Trying to Anticipate Your Needs.

Their focus?

“What Is This User Thinking?”

Understanding This is the First Step in Creating Meaningful Digital Experiences

What Do We Know About Our Target Audience?How Do WE Use Online?

Discussion Points:

Are Some of Your Online Interests More Intense or More Important to You?

Are You in a Different Mindset During Different Segment of Your “Clickstream”

Are There Different Times of Day Where Something is More Interesting to You?

Are There Any Brands or Products That Are More Important to You?

How Do These Brands Align to Your Online Behaviors? Do They?

Does Your Behavior Change Depending Upon The Device You’re Using?

What Are You Most Enthusiastic About?

Online Targeting Capabilities

Targeting Is Now Mainstream

Source: eMarketer, eXelate, “State of the Industry,” April 22, 2013

It is no longer a question of “if” advertisers are using targeting.

The question is now, “how” advertisers are using targeting.

Who’s Using Targeting?

DEMOGRAPHIC TARGETING

BEHAVIORAL TARGETING

CONTEXTUAL TARGETING

RE-MESSAGING STRATEGIES

MOBILE / TABLET

DESKTOP / LAPTOP

VIDEO / TV

AUDIENCE TARGETING

BEHAVIORAL TARGETING

Online Interests, Searches, Content they’ve viewed

Purchase Decision Behavior

Intent Shopping

Interests / Enthusiasts Travel Destination – Oregon Stays at 5 Star Resorts Eats Out Top Tier Spender at

Restaurants (Master Card) Green Living Parenting Tech

Lifestyle Segments Arts & Culture Home & Family News & Politics Style, Fashion, Clothing

35 Year Old Mom

Doctoral Degree

• Age Gender

• Income Level of Education

• Language Occupation

DEMOGRAPHIC TARGETING

CONTEXTUAL TARGETING

Target users by the type of website content they are engaging with.

Sample of Content Categories and Sites:

Food and Drink Alcoholic Beverages Restaurants Vegan

Travel Hotels and Accommodations Tourist Destinations Car Rental and Taxi Services

Mobile Site

Network Site (Desktop)

Network Site (Desktop)

RE-MESSAGINGInvite Them Back With Re-Messaging

Mobile Site

Network Site (Desktop)

Network Site (Desktop)

Your ad reaches users who have already been to your site. The ads are served across their click stream on sites that the users visit throughout their day.

RE-MESSAGINGTypes and Use

Site Re-Messaging. Reach people who have already visited your site. Typically used for efforts around branding or awareness, as well as offers where all visitors would be eligible for participation. I use this as an audience profiling strategy to help websites identify who their core audience really is.

Creative Re-Messaging. Reach people who have: viewed, interacted with, or clicked on the ad. This could allow for sequential messaging strategies, increased frequency within an organically created audience, or for accelerated offers (deeper discounts to entice to action).

Section Re-Messaging. Reach people who have visited a specific section of your website. Can be used to develop cross promotional messaging opportunities or to more appropriately align your creative messaging to a specific audience.

Exclusion Re-Messaging. Remove the people who have already converted and focus on only those who have yet to take the desired action. Can also be used for audience segmentation strategies or for interactive storytelling through staged activations.

Creating an Audience Targeting

Strategy

• Advanced Reporting and Data Collection Can Help Marketers to Build “Look-A-Like” Audiences.

• Storytelling Can Create Unique Interactive Engagements, Viral / Social Distribution, And Connect Activations Across Offline and Online Environments.

• Technology Allows Digital Marketers to Reach Highly Specific Audiences En Masse.

• Achieved Through Technological Platforms.

• Marketing Segmentation • Device, Content, Behavior, Medium

(e-mail, text, etc)

• Digital Marketers Can Reach Only Those Who Are “Raising Their Hands”

• Create Exposure to Those Who Are Not

What Can Digital Marketing Do For You?

Total Internet Population

Geographic Targeting Audience Targets

High Impact / Awareness• Rich Media / Section Takeovers / Wallpaper

• Pre-Roll Video• Site Takeovers / Roadblocks / Expandables• Mobile Apps

• Hint: Think About Mobile Differently – Rectangle Unit Takes Up a TON of Real Estate

• Type of Content• Relevant Behaviors?• Key Demographics?

Creating a Targeting Strategy

Invite Them Back with Re-MessagingWe will utilize re-messaging to invite site visitors to come back again. This strategy can also be utilized

to create audience segments based upon their engagement with specific sections of your site.

*National?*State / Region / Metro?*City / Zip Code?

Ad Networks • Audience Segmentation• Behavioral Targeting• Vertically Aligned Networks (Travel)• Contextual Targeting

Mediums / Devices• Desktop / Laptop• Tablet• Mobile• Video

Who is our Target?

•What Are They Passionate About?•They Are Music Enthusiasts

•Lifestyle?•They Enjoy the Night Life

•Is There a “Sweet spot” Demographic?

•Ages 21+ (21-45)

•Other Demographic Behaviors?•No Kids in Household

•Other Characteristics?•Urban, Hipster, Mobile

Targeting Assumptions Could be Collected From: Google Analytics, Customer Surveys / Feedback, or Through Observation at Previous Events

Goal: Drive Ticket Sales and Create Unique Marketing Segments

Geographic Targeting Audience Targets

High Impact / Awareness• Rich Media / Section Takeovers / Wallpaper

• Pre-Roll Video• Site Takeovers / Roadblocks / Expandables• Mobile Apps

• Hint: Think About Mobile Differently – Rectangle Unit Takes Up a TON of Real Estate

• Music/Lifestyle Content• Ticket Buyers• A 21 - 45

Invite Them Back with Re-MessagingWe will utilize re-messaging to invite site visitors to come back again. This strategy can also be utilized

to create audience segments based upon their engagement with specific sections of your site.

Targeted Regionally to Desktop EnvironmentsTarget by Zip Code 5 Mile Radius via Mobile

Ad Networks • Audience Segmentation• Behavioral Targeting• Vertically Aligned Networks (Travel)• Contextual Targeting

Mediums / Devices• Desktop• Mobile• Video / Visual

Digital Media Strategy

High Impact Placements (Targeted Awareness)

Section Takeover : Wallpaper Mobile Section Placement :15 Pre-Roll

Audience Targeting (Targeted Consideration)

Content Targeting Genre Specific Sites

Behavioral Target Event and Music Ticket

Buyers

Re-Messaging (Audience Segmentation) Creative Re-Messaging: Create

Sequential Messaging, Re-Message High Impact Exposure Group.

Utilize Exclusion Pixel to Address Cart Abandonment, and Invite Back Non-Buyers

Section Re-Message Those Interested in Other Concerts.

Site Re-Message All Site Visitors with 4 x Per Day Frequency Cap

Optimization Set Up View Through and Click

Conversions Utilize Google Analytics

Example of a Audience Targeting Strategy

Implementation Guide

Creative (The Banner Ads Themselves)•Ensure Creative Direction is Unique to Each Audience Segment and to Device Specifications.

Pixel Implementation•Creative

• Handled by Vendor / Publisher•Section

• Quality Check to Ensure Pixels are Appropriate Placed

•Site• Quality Check to Ensure Pixels are

Placed on ALL Pages of Site

Enable Google Analytics / Omniture / Tracking•Generate UTM Codes for Custom Landing Pages and Tracking

• Track by Target / Device and other Important Metrics

Capture Custom Audience Profiles•Demographics

• M/F, Age Distribution, Education•Behavioral Insights

Some Resources:

www.moat.com - Free site. Gallery of Creative, Searchable by Brand.

Google Analytics UTM Builder: https://support.google.com/analytics/answer/1033867

eMarketer / Ad Age / Forrester