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Finding the Right Audience and Maximizing Engagement
- 1. Hitting the sweet spot – Finding the right audience and getting them truly engaged Stanley Lim – Regional Director Arshad Rahman – Regional Director Innity Corp
- 2. Standard Targeting Geo Frequency Black List Topic Targeting Site Targeting OS/Browser Time Targeting Propriety Predictive Targeting Topic Interest Propriety Social Demographic Birthday/Age Education Connection Relationship Workplace
- 3. Andthenwemaximizewithre-targeting.. Your Website Your ads on other sites Your Audience Return visitors
- 4. AD Imagine this Stanley’s Games E-Store Left without doing anything… Get Games @ Stanley’s Game Store
- 5. And then… retargeting starts Stanley’s Games ClubJoin our club and check out our top seller Add to wish list
- 6. Retarget again… Stanley’s Games Promo PageDiscounts on Assassin’s Creed Collection Purchase is made
- 7. And again… Stanley’s new related game pageIf you like Assassin’s creed, you will love this! Cross sell other related titles
- 8. But retargeting can do more than that… No Intent Landing Page Inside Pages Conversion Advertising/Search Create intent Retarget Cross sale other relevant products Retarget Promote special discount on the same product Retarget Introduce new product Product | Info | Cart | Form Buy | Sign up | Apply Brand site | Microsite
- 9. Bulk Buying Impressions Targeting large audiences by category Real Time Bidding Pay PER impression Pay for the right audience at the right time Likes reading Likes gadgets Electronics?
- 10. How Real Time Bidding REALLY Works AD User visit site How much will you pay for this impression? For this imp… I’ll pay CPM @ $1.50 RTB For this imp… I’ll pay CPM @ $0.50 For this imp… I’ll pay CPM @ $1.00 Real time Auction feature 2 Impression occurs 1 Winner3 0.05sec
- 11. Faster than the blink of an eye: Prediction Engine Publisher Domain Ad Placement Content Category Geo Region Time of Day Day of Week Frequency for Sites Frequency for Creative Recency for Creative Device (PC, Smart Phone, Tablet…) Browser *Example Brand Safety + Targeting Strategies URL checked to ensure Brand Safety Filter requirement in order to determine target accuracy Bid Strategy Machine Learning Algorithm Impression Optimization Bid Optimization Creative Optimization 0.14% 0.06% 0.31% 0.22% AD AD AD ADBid Response User visit site AD Bid Request
- 14. Insights
- 15. Let’s look at it again.. Gender, Education, Age, Interest Psychographic Context Consumption Geo, Browser, OS, Time of day
- 17. Aggregate (Data Sources) Integrate and Manage (DMP Applications) Deploy (Use Cases) Storage / Warehousing Normalization Selection / Segmentation Analytics & Decisioning Core First-Party / Behavioral Digital Data Third-Party / Behavioral Digital Data Emerging “Traditional” Offline Data Transaction Data New Data Sources Core Collecting and managing independent feeds of digital data Empowering deeper, more insightful customer analytics Powering targeted online advertising Developing rich, actionable audience segments for expanded media sales Emerging Optimizing the digital customer experience Integrating disparate data sets—both “traditional” and digital—todrive rich, multichannel customer communications Execution Tools: Targeting, Content Optimization, Media Buying, DSPs/SSPs, Campaign Management, Yield Management, etc. Source: Winterberry Group
- 18. Aggregate (Data Sources) Integrate and Manage (DMP Applications) Deploy (Use Cases) Tweet business trend Interested in football Watches korean movie Respond to discount voucher First-Party / Behavioral Digital Data Third-Party / Behavioral Digital Data
- 22. What sparked the idea? Publisher Advertiser Data leverage - Strong Data leverage - Weak
- 23. How do we act on the idea? AD
- 24. Why do we act on the idea? Remember the 4 Vs.. Volume Velocity Veracity Variety 4 Vs Which inspired us to a 5th V: VALIDATION!
- 25. Data + Targeting + Algorithm Data/Insights Targeting Algorithm
- 27. Are we getting sidetracked by an Obsession with Relevance?
- 28. © 2012 Innity Corp. All Rights Reserved. Whether we're shopping for corn flakes, concert tickets or a honeymoon in Paris, the Internet has changed how we decide what to buy. We call this online decision-making moment the Zero Moment of Truth -- or simply ZMOT. - GOOGLE
- 29. © 2012 Innity Corp. All Rights Reserved.
- 30. © 2012 Innity Corp. All Rights Reserved. New sources of information Aside from press, media & analyst, they are also relying on the crowd, and their friends. Soon augmented reality will allow for new data forms we’ve not yet seen.
- 31. © 2012 Innity Corp. All Rights Reserved. New forms of media The channels as we know them - Paid Owned and Earned are starting to intermix. This is the result caused by new forms of media impacting them. Social websites have social ads, lending content and advertising a new form.
- 32. © 2012 Innity Corp. All Rights Reserved. New screens Traditionally we’ve thought of TV, Laptop, and Mobile, but now we must factor in a tablet experience (which is different than the aforementioned) and with Google Glass augmented reality coming, that will be a fifth screen to build a strategy for.
- 33. © 2012 Innity Corp. All Rights Reserved.
- 34. The Relevance Scale Relevant to Current Customers Relevant to Potential Customers Relevant to Any Who Interact w/ Potential Customers
- 35. The Relevance Scale Relevant to Current Customers Relevant to Potential Customers Relevant to Any Who Interact w/ Potential Customers Get Here
- 36. © 2012 Innity Corp. All Rights Reserved. Awareness Consideration Favourability Loyalty Action Target Audience/Influencers Prospects Customers Advocates Premium Branding Audience Engagement Solutions Real Time Bidding Social Media Targeting each persona at every stage of the funnel
- 38. APPROACH.
- 40. Experience the all new BlackBerry Q10
- 41. PLEASE check out the all new BlackBerry Q10
- 42. Think your phone is better than the all new BlackBerry Q10!?
- 43. 0.1% 0.2% 0.3%
- 44. CONTENT.
- 51. Creative A Creative B Creative C Creative D Audience 001 Audience 002 Audience 003 BBM Video with Screen Share BBM Video with Screen Share BBM Video with Screen Share Click! Click! Click!
- 53. ENGAGE.
- 54. ENGAGE What my aunties think it is What Stanley thinks it is What social media marketers think it is What my friends think it is
- 55. Higher Value Lower Value Engagement Value Continuum Hierarchy of values for engagement Source: Digital Impact, by Vipin Mayar and Geoff Ramsey Extend Create Share Request Respond Interact View Widgets, Download Apps Profiles, Upload Pictures Send to Friend, Social Media Signup, E-mail, Coupon, WTB Rate, Vote, Add Comments Play Videos, Demos Content, Pictures
- 56. “Tell me and I’ll forget; show me and I may remember; involve me and I’ll understand.” - Chinese Proverb.
- 57. http://www.comscore.com/Insights/Press_Releases/2012/4/For_Display_Ads_Being_Seen_Matters_More_than_Being_Clicked Ad viewability and hover time are more strongly correlated with conversions
- 61. BloggerFest On-ground Activation Roadshows Campaign X Print Ambient/OOH Mobile Ads Mobile Site+App Conversation Management Grand Prize Daily Prizes Features Microsite Get Started Social Activation Web Ads Facebook Page Social Ads Search Ads
- 63. 1 x engagement > 321 Lightbox Ad
- 65. “If you can’t measure it, you can’t manage it.” -Peter Drucker - Tom DeMarco - Lord Kelvin - George Odiorne - Greg Thurman
- 69. © 2012 Innity Corp. All Rights Reserved. Established in 1999 Certified 1st to be listed as an Online Marketing Company Advertising Provider for Facebook Platform Ranked No.1 Leading Ad Network in SEA Ad Verification, Optimization and Brand Safety Certified Rich Media & Ad Network Vendor 150 Dedicated Staff | 8 Countries View our demos: http://network.innity.com/2012/ Contact us: media@innity.com