Targeting Evolution by Sarah Fay
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Transcript of Targeting Evolution by Sarah Fay
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Targeting Evolution
presented by
Sarah Fayto
NexTargeting Summit 2010March 18, 2010
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My Year in Review
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In the Meanwhile...
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What’s Changing ?
Rise of RTBCPM & CPC Dominant
Media Planning
& Optimization
Data Planning & Auto
Optimization
Insights Used to Create Targets
Targeting Used toCreate Insights
Media Property Focus
Audience Focus
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Separation of Inventory & Data
Media is being
Commoditized
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Data is the New Black
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The Play for Margin
PublishersAgencies Advertisers
Margin !
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Direct Marketers are Leading
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Brand Advertisers Catching On
DirectResponse
BrandAdvertising
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Brand Marketers are Catching On:
24% of them consider their organizations ‘digitally savvy’
30% are using behavioral targeting to impact the allocation of the
marketing mix
64% agree that marketing departments should be organized around consumer segments, instead of brands
47% agree that media should be bought and sold based ‘engagement’ with
brand
• Source: Marketing & Media Ecosystem 2010, conducted by 4As, ANA. IAB, Booz/Allen/Hamilton
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Earned
Media
BoughtMedia
BrandOwned Media
Time and Effect Exponentially Increases
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Dunkin’ Donuts Brand Response
Leveraged BOTH key insights
• Celebrated donut variety
• Solicited donut memories
And promoted sharing via social tools and viral offers
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Paid Media Drives to Engagement and Viral
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Many finalists created Facebook
fan groups to get out the vote online
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Jimmy Kimmel made fun of us with his “Sushi Donut”
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Measurable Participation
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Targeting & Performance Metrics
Most Important
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What’s Next ?1. Advanced optimization will apply to all advertising experiences.
2. Data talent will become more prevalent.
3. Watch the space of agencies and publishers- new service models will emerge.
4. Online buying behavior will become prevalent in traditional channels.
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Thank you &
Questions ?