Lunchtime SessionsProgrammatic Prospecting & Retargeting Strategies

Gareth NevilleHead of Agencies (UK) at Ve Interactive

Please tweet any questions to @VeInteractiveor email Gareth.Neville@veinteractive.com

33 offices 47 territories 18 languages

Show targeted messages at scale that drive onsite performance

What do do?

• What programmatic advertising actually is

• Its benefits

• How it works

• Why you should use it

Last time

• Prospecting campaign set-up & targeting capabilities

• Data strategies

• Inventory

• Onsite performance

• Retargeting

• Optimisation

• Reporting

• Q&A

What we’ll cover

How do we target?

Impressions measured per month by

=150 billion +

Targeting at a granular level to a mass scale

To find the right user we layer:

DataTechnologyInventory

• Data led buying model

• Pre campaign anaylsis to determine targeting

• Unique audience templates built and introduced to the campaign to drive performance

Prospecting focus

10,000 clients

have our display campaign tag on their site

make consumer trends actionable

By collecting & modelling 100 data points we can

Modelling data from consumer groups

Time

Day

Geolocation

Referral website

Browser

Device

Screen Resolution WiFi/Plugged in

We can see a large number of conversion from:

.com

between 9-10pm in London On a tablet connected to

WiFi

On the

=

Looking at all these together So we can find the right user

1st party data

To collect a pool of converted users (cookies)

5-10 days

Run lookalike model in our DMP

+3-4 times+3-4 times

2nd party data

Intent & Interest data is used to identify those users who have shown a commitment to purchase

3rd party data

Targets demographic, behaviour, intent & interest

One big data party

Channel targeting

Targeting groups of sites that share similar content

Channel = shopping

Sub channel = footwear

4 types of inventory

Private MarketPlace deals• Abbreviated to PMP

• Gives advertisers more control over where ads run

• PMP spend has tripled over the last 3 years

Semantic targeting

Target by subject, keyword or topic

Semantic targeting

Block ads from appearing alongside certain keywords/phrases

Prospecting to be proud of

• Targeted & granular campaign, from the start

• Reaching the right audience at the right time alongside the right content

Performance

Retargeting strategies should bemore savvyless spammy

Bounces

Retarget 3-4 times in 24 hours

Bounces

Retarget at higher recency & frequency

With retargeting,

personalisation is key

test, test, test

Try different days of week/times of month

Powerful dynamic retargeting

No product feed necessary with

Optimisation

• Delivering the best ROI

• Ensuring efficient budget expenditure

Optimisation

Human(Media Traders)

Technology(Algorithm)

optimising 24/7 & testing

Learning phase

Optimised phase

Success eventsClick

Hit to landing pageSale

Traders & tech analyse data points that lead to success &

ensure performance

Reporting

• How we model data from consumer groups

• A cohesive 1st, 2nd & 3rd part data strategy

• Inventory strategies to achieve brand safe ad placements

• A “more savvy, less spammy” approach to retargeting

• How humans can work with technology for unlimited performance

Summary

2015/16’s buzzwords – Ad Blocking

For more information check out the IAB’s jargon buster.

Next time…

Please get in touch to be placed on the waiting list webinar@veinteractive.com

Again, for more information about any of the things we’ve covered, please email Gareth.Neville@veinteractive.com