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
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
15. Let’s look at it again..
Gender,
Education,
Age,
Interest
Psychographic
Context Consumption
Geo,
Browser,
OS,
Time of day
16.
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
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!
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.