Tp200909
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Transcript of Tp200909
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Tipping Point Update
September 2009
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Agenda
• Behavioural targeting
• Snippets
• Snapshots
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What is it?• Uses your web history to target ads
• Two types:– onsite targeted content (purchase history, opens, profile information etc) – ads across network sites (network history)
• In theory it’s win/win - consumers get relevant ads; advertisers get better ROI
• But there are privacy concerns
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Ad network
How does it work?
Travel site
Ad space
eCommerce site
Ad space
Blog
Ad space
News site
Ad space
Sport site
Ad space
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It’s all about the data
• From: ISP; own site stats; profile details; networks
• Approaches vary, often based on long history• Some drill deep to make assumptions
– Eg: on a book store, I look at a book re kindergarten
> Possible conclusion: I may be interested in SUVs– Eg: I visit footie and BBQ sitesPossible conclusion: I may be a man
Many then add users to categories
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How does it work?
• Eg AdBrite: categorises users by history
• Advertisers can then target ads
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Who?In-site users:• Big traffic sites eg Yahoo• Media sites eg Fairfax, USAToday, UK Guardian
OnSite services – analytics providers• Omniture• Predictive intent
Network services - Ad networks eg: • ValueClick • TRIBAL fusion• Phorm• frontporch – also direct messages in browsers
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Results & new directions
• Yahoo – Claims Smart Ads double the ROI 0f trad banner
ads– Launched Smart Ads to mobiles in May
• Microsoft– Announced yesterday BT for mobile ads– Categories based on data from Hotmail, Xbox,
Bing searches, Windows Live profiles etc
• DallasNews.com – Claims response rates of 7.7 v national average
0.33%
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Privacy• June: US joint committee hearing on industry practices
• March: Tim Berners-Lee told the UK parliament ISPs should not be allowed to profile customers
• Feb: US FTA staff report recommends self-regulation with increased transparency; limited data retention etc
• Attempts to comply – eg:
– Phorm stores data anonymously (24 digit ID distinguishing users, not identifying them). Channel / topic assigned to user, NO browse history
– Fetchback began offering opt-out in June
– Google launched behavioural targeting in March on AdSense ; Claims transparency with user preference management
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Snippets• Bing gains traction and releases visual search beta*• SEMPO study: mobile web access on the rise; click thru rates of 5-15% on
campaigns, compared to 1% web average*• Forrester study: 40% of online shoppers abandon pages taking 3 s to load• Animoto video presentation tool – pics, videos, text – getting good reviews• Android phones announced by LG, Motorola, INQ Mobile; now >10K apps• FaceBook becomes “cash flow positive” • France legislates to revoke illegal downloaders’ web privileges• Adobe buys Omniture and Intuit buys Mint.com• Survey: half smart phone users open to targeted ads eg restaurant offers• Augmented reality – Yelp iPhone Easter Egg; TEDxNSW call for standards*• Google dominates Internet – not just search - in India/Brazil*
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Snapshots
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Google forms
VERY good use interface
Easy to email out and view compiled results
Entire process approx 3 minutes!
I could change themes easily; but couldn’t see an easy way to brand
or create my own theme. Is this potential revenue?
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Redbeacon wins TechCrunch50
Natural language search admired, eg “cupcake maker” > bakers
Not just listings – vetted providers; online appointments
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Google Labs FastFlip
Enlarge & flip through ful magazine pages
Ad revenue shared with publisher in return for full-
page access
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GoogleMaps addition
Real time traffic flow added – based on speed
of mobile phones
Aus is the 4th country online (after USA, UK, France)
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Nation of Go – tyre makers go social
Users upload pics, trip details from mobile
phones
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Chyngle local apps for mobiles
Eg use local app to find the nearest stadium
toilets
Or order pizza from the stand… delivered to your seat!
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Next time….
• Ideas?
• Feedback?