Maximizing advertising conversion rates in today’s competitive environment requires that advertisers maximize the value of customer segmentation based on all available customer data. Advertisers can utilize proven direct marketing techniques to intelligently tailor different messages to different audiences: re-messaging customer groups based on past actions, testing and optimizing messages to refine what drives the best response, and more. This webinar, originally hosted on May 25, 2011, examined the ways that leading brands and advertisers are optimizing the selection and sequencing of ads across ad formats and publishers to maximize conversions via: • Consumer segmentation • Site visit and history targeting and retargeting • Transactional targeting • Ad exposure and interaction targeting • And other methods The audience also learned ways to create and execute the business logic required to perform these sophisticated targeting functions with speed and scale. Mirror Image Presenter: John Croll, Solutions Architect, Edge Computing Solutions Bio: John has over 10 years experience in the content delivery space, and prior to that, many years of experience in software development for operating systems. As Mirror Image’s Solutions Architect for Edge Computing Solutions, John is responsible for identifying, maintaining and developing new applications for the Company’s edge computing solutions. While at Mirror Image, John has held a variety of roles and responsibilities including: director of engineering, software development, software management and systems engineering. Flashtalking Presenter: Betsy Adelstein Bio: Betsy Adelstein, Vice President Sales. With over 11 years digital experience, at publishers and Rich Media & Dynamic Ad-serving Partners. Betsy spent 6-years at AOL, first as a strategic account manager leading large scale multi-million dollar integrated content/commerce partnerships and evolved into a top sales Midwest sales rep. The past 5-years were spent at Pointroll leading mid-west and key strategic accounts. Betsy currently heads up Flashtalking's Midwest Operations in Chicago, managing key strategic relationships with major Retail & CPG clients.

1. Bringing Direct Marketing
Disciplines to Online Advertising
Betsy Adelstein John Croll
Vice President Solutions Architect,
Flashtalking, Inc. Mirror Image Internet
www.flashtalking.com www.mirror-image.com

2. Right Message, Right Audience, Right Time

3. What is Relevance?

4. Relevance Increases Performance
• People spend 25% more time fixating on ads
Audience that are personally relevant to them versus
those that are not.
Targeting1 • Contextually relevant ads elicit an emotional
response that’s almost twice as high as those
without.
• More engaging data-driven ads tend to
Message outperform the disconnected control ads.
• Engagement rates improve from 2.4%- 11.9%.
Targeting2 • Several test ads saw post-exposure awareness
rise 2.1%, 2.5% or 8.5% percent
• Purchase intent rose 21% versus the control
1 Yahoo Insights, The Power of Relevancy: The Biometric Impact of Online Advertising, April 18, 2011
2IPG Media Lab, API-enabled ads pack more punch, March 28, 2011

5. 1:1 Relevance
 Consumers respond to what’s relevant to them RIGHT NOW! Data can power a very
flexible experience as consumers travel through their personalized conversation and
truly deliver the one-to-one marketing promise.
Brand
Awareness/Engagement Why is this brand/product
important to me?
Product
Discovery & What do I need to know about this
Consideration brand/product to consider it?
Product
Selection How, where, when do I buy it?

6. Creating Relevance
 Technology offers the ability use multiple layers of data to maximize each consumer
connection with a brand to maximize responsiveness.
Male/Female Geo-localization
Age Site Real Time Time of Day
HHI Segmentation Dynamic Day of the week/date
Weather
Education Data Content
Rent/Own Traffic reports
Children Daily Headlines
Ethnicity Tweets
Purchase behavior Inventory Availability
Brand Preferences Financial Performance
Retail Data Advanced Informed Message Bank Rates
Interests/Activities Targeting Creative Interaction or Product pricing
Sports scores
Fitness Data Messages Inaction Concert Dates
Health Profiles
Financial Profiles Airfares
Search Behavior Gaming high scores
Page content/context Weekly circular/sales
Recently shopped items
Testing Variables
Offers, backgrounds, fonts, colors, images, call to action, layouts, copy, pricing

7. EXAMPLE: Contextual Targeting & Messaging
 More than doubled CTR
 Nearly tripled the coupon print rate

8. How does it work?

9. Display Advertising Ecosystem

10. Simple Data Flow
Flexible
Data Collection
Engine
Data
Warehouse
Web visitors
Targeting Reporting
Engine and analytics
environment

11. Data Collection Logic
You can capture any request attributes based on your business requirements
• User IP Address
• (Mobile) Geo-location values derived from user IP (including location, connection type, ISP, and more)
• (Mobile) device type
• DMA codes
• Cookie – existence and values
• HTTP Method
• Language preference of visitor
• Browser type and version
• Request URL, including query argument values
• Form field contents
• HTTP header values
• And more

12. Targeting Logic
Using request attributes and behavioral model data,
you can programmatically select and customize the “best” response in real time
• Geography
• Device type
• Time of day
• Local weather
• Recognized user
• Segmentation data (from the DW)
• …

13. Example: Pixel Tracking
Advertiser’s
Infrastructure
1x1 Clear Pixel
Publisher’s Infrastructure

14. Example: Pixel Tracking
Advertiser’s
Infrastructure
1x1 Clear Pixel
Publisher’s Infrastructure

15. Example: Mobile Geotargeting
Geolocation, device type, Advertiser’s
device capabilities Infrastructure
Geotargeted, device
specific ads

16. Key Points
• Customization = $$$$ !!
– Your business is unique
• You don’t need to reinvent the wheel
– WURFL, data providers, …
• Scalability, reliability, and availability are critical
– You will become integral with your publishing- and advertising- partners online
experience

17. Thank You
Questions?
Betsy Adelstein John Croll
betsy@flashtalking.com john.croll@mirror-image.com
www.flashtalking.com www.mirror-image.com
1-773-960-4162 1-800-353-2923

18. Questions
Please type your questions
into the chat feature on the
upper-right corner of your
screen.

19. Upcoming Member Opportunities
• Educational Webinars
– The Arrival of Real-Time Bidding, hosted by Google and
Forrester Research, June 15, Noon EST
– US Latinos Online: A Driving Force, hosted by the IAB
Multicultural Council, June 29, Noon EST
• Professional Development Classes
– On-demand training classes available @ iab.net
• Conferences
– IAB Innovation Days, June 8-9, NYC
– Mobile: IAB Marketplace, July 18, NYC
– MIXX Conference, Expo, & Awards, October 3-4, NYC
– Ad Operations Summit, November 7, NYC