1. The Power of Relevance
It’s Time to Get Personal
Ahmed Gamal-Eldien
North Africa and Jordan Head of Sales
Digital Marketing Arts conference and workshop,
Cairo, on 10 Sep. 2012 1
2. Yahoo! INC
10.6 million visitors from 85% of the users visiting the
Egypt portal daily
Ranked #1 in MENA in
Reaching 65% of MENA’s
Entertainment, Women and Sports
online population
and #2 in News
Yahoo! Presentation, Confidential 2 9/13/2012
3. Evolution of Targeting on the Internet
Early days Reality for years Today
We have so much data we Lots of data, lots of Getting very close to one-
can easily tailor every ad. targeting products, often to-one marketing (eg, BT
One-to-one marketing without good results. and Dynamic Ads.)
nirvana
Great?
4. Relevancy
Formal Definition:
Pertinence to the matter at hand. (Merriam Webster Dictionary)
What it means for Online Marketing:
› The right message (or content) at the right time to the right person
› Ability to engage a user with information meaningful to them
› Ability for a brand to cultivate awareness and affinity based on a shared set
of interests
› Ability to engage with an audience based on purchase Intent for a product
or service
› Relevancy equals positive performance for advertisers
5. Topics
Advertising
› Targeting
› Dynamic Ad Generation
Content
› Yahoo! Content Optimization Relevance Engine (CORE)
Social
› Social Content Bundles and Social Conversations
7. Relevancy through Targeting and Data
Whatever kind of targeting – geographic,
demographic, behavioural - it’s all smart, it’s all
personal, and it’s all relevant. There’s no
downside to any type of targeting, unless it
doesn’t work.
Tom Kelly | COO,Safecount, eMarketer interview,
The main unit of currency for
online advertising is data.
David Hallerman | Senior Analyst, eMarketer
People hold online to a higher standard
for measurement but it truly is the most
effective way to reach an audience.
Ahmed Gamal-Eldien, 2012
8. Data for Ad Targeting
Demographic Contextual
Behavioral Geographic
Target Audience
Attitudinal Data Search Data
Social Data
8
9. Primary Online Targeting Methods
Contextual Targeting Audience Targeting
Brokerage ad in Finance Mums
A Fundamental Shift
Advertisers spend more and more online as Targeting
capabilities improve
10. The Basics
Geographic Demographic Time-of-day
Location data from Target specific audiences Serve up just the right
activity on Yahoo! sites based on age, gender message at the time right
and income. for the right user
IP address
Visitor registration data
Helpful Tip
Increase relevance and
performance by targeting
multiple geographic audiences
simultaneously with customised
messages for each region
11. TARGETING ONLINE INCREASES ACCOUNTABILITY &
EFFICIENCIES
Direct Response
User event
Triggered
Behavioral Targeting
Sophistication of targeting
Registered user interest
Attribute based
Targeting
Time of Day / Week
Demographic / Geographic
Mass Reach Contextual (property-based)
Run of Network
Audience-Targeted
12. Behavioural Targeting
Behavioural Targeting allows you to target your ads to consumers whose
recent behaviours online indicate that your product category is relevant
to them
Data Inputs
+ + + =
Page views Search Search Clicks Ad Views & Clicks Behavioural Targeting
Enhanced BT
The ability to account for the intensity and recency of the user’s activity
We can look at more than just past behaviors
› What you’re doing right now is a stronger indicator of real interest
› How often and how recently you searched, clicked or viewed will be taken into account
› Purchase cycles are noted to develop these timeliness, with recent activities carrying more
weight
13. Recency & Intensity
Active now… …and with feeling
While past behaviors factor into long term purchasing plans, what
you’re doing right now is a stronger indicator of real interest. So
activities are noted for timeliness, with recent activities carrying more
weight.
14. Precision and Relevance
Increase your success by:
Reaching your audience in an
environment and at a time that is
relevant and carefully defined.
Aligning your advertising messages
with your audience’s passions and
interests.
Audience targeting is about
getting your message in front of Consumers will look at
a precise audience. It works personally relevant ads for 25
because it has relevance at its percent longer than ads that are
heart. not personally relevant to them.
15. Breadth of categories…
Yahoo! Maktoob 250+ different interest categories
Relevance
13 vertical groups
Finance Automotive Travel FMCG Entertainment Retail Technology
Sports Health Issues Telecoms Small Business Lifestages Miscellaneous
16. RETARGETING
Continue the conversation
Site retargeting
Reminding users who’ve been to your
site of your offer and driving them back.
You just need to place a Yahoo! pixel on
your homepage.
Creative retargeting
Leverage the investment you make in
branding campaigns by retargeting users
who’ve seen your ads to continue your
dialogue with them.
Clicker retargeting
Target users who’ve clicked your ad, to
draw them back to your key message.
16
17.
18. Personalized Advertising !
Messages
Right Audience
Images
Right Messages
Products
Right Products
Right Drivers
CTAs and Offers
32. Implications for Advertisers
Task Objective Relevance Targeting Type
New Communicate new Personal Relevancy Behavioral Targeting
Product products to increase
Launch/Fea engagement among
tures many consumers
Branding Build Brand Contextual Relevancy Contextual targeting
Awareness
Branding Build Brand Affinity Personal and Behavioral Targeting
and Engagement Contextual Relevancy + Contextual
Targeting
Direct Drive to a specific Personal and Behavioral Targeting,
Response conversion or online Contextual Relevancy Retargeting +
action Contextual Targeting
33. The Power of Relevance
Today
Getting very close to one-
to-one marketing
Great?
