OMC12 Athens 28th June 2012

1. "Understanding your data asset. What’s out
there, what it means and why it matters"
Stuart Colman, Athens 28th June 2012

2. 2

3. What’s it like in a world with no targeting?

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8. Thursday 28th June 2012
A day in the life of the internet…
Today, the Indexed Web contains at least 8.04 billion pages…

9. … and enough information will be consumed
by internet traffic to fill 168 million DVDs.

10. 294 BILLION emails will be sent today…
(it would take 2 years to process that much snail mail in the US)

11. … and 2 million blog posts will be written, which is enough
to fill Time Magazine for 770 years.

12. 172 million different people will visit Facebook, generating in excess
of 10 billion minutes of viewing time…

13. … and 864,000 hours of video will be uploaded to YouTube…
(22 million hours of tv and movies will be watched on Netflix)

14. … with the average person spending 14.6 minutes looking at porn.

15. 18.7 million hours of music will be streamed on Pandora…
(If a single computer started streaming this in 1AD,
it would still be streaming now)

16. and today, more iPhones will be sold than babies born (378k vs 371k).

17. Every 2 days, we create as much information as we did
from the dawn of civilisation up until 2003
Thanks Eric Schmidt and Matt Silvermann

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20. So, why does this matter, and
what have we possible
forgotten…?

21. People buy products…

22. Not technology…

23. Not channels…

24. Not fads…

25. Not gimmicks…

26. People buy products…

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30. Data Management
audience data comes from many places…
Online behavior Registration
Workplace
Searches
attributes
Ad views Geo/DMA
Transactions 3rd party partners
Offline data
30

32. Understand your data…

33. Interest
Intent
Recency

34. Hard
Soft
Implied

35. All data is created equal…?

37. Same ingredients, different results
Steel
Aluminum
Plastic
Rubber
Glass
Leather

38. The Importance of Data
Management Platforms (DMP)

39. Your audience is in silos
3rd Party
Email List Microsite Facebook Search Data
Page
Offline
Registration
Data Advertiser
On-Site
Behaviour
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40. Single view of your audience
3rd Party
Email List Microsite Facebook Search Data
Page
Offline
Registration
Data Advertiser
On-Site
Behaviour
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DMP 40

41. Defining precise audiences
41

42. BMW, who is going to buy your car?
In-Market Executive Car Buyers
Audience: Audience:
• Male • Viewing car related content on
• Professionals sites
• High incomes • Reading reviews on
• 34-55 yrs. BMW, Audi, Aston
• University educated Martin, Porsche
• Adventurous aspirations • Searching on terms to find
executive cars
• Getting insurance quotes
• Carrying this out 8 times in the
last 3 weeks 42

43. Attribute the right value
to your data…

44. Data Management
Website 3rd-Party Data Sources Datalogix
partners Targus
Affiliated Nielsen
sites Bluekai
Offline 2nd-Party And MORE
database Partners’ Sites
Social media
fan pages
Proprietary
Data Website
Over 300 traffic
standard Registration
audience Commerce
segments Offline data
representing
AudienceScience E-mails
the entire
purchase Segments Geo
funnel Searches
44

45. Don’t just take my word for it…
“The future [of advertising] will be about
people and we should put people at the core.
Because people are analog and we have
feelings, hopes and desires, successful marketing will
combine art and science, media and
message, paid, owned and earned and a lot of
combinations of the analog and digital world.”
– Rishad Tobaccowala
Chief Strategy and Innovation Officer, VivaKi
Huffington Post, 3 October 11
45

46. The issue of performance…

47. When was the last time you clicked on an ad…?
47

48. 0.1% - average campaign click thro’ rate...

50. NATURAL BORN CLICKERS STUDY

51. Age Level Indices against Total Internet
Non-Clickers Light Clickers Heavy Clickers
Income Level Indices against Total Internet
Non-Clickers Light Clickers Heavy Clickers

52. Age Level Indices against Total Internet
Heavy Clickers Social Networking
Heavy Clickers
200
175
150
125
100
75
50
2-11 12-17 18-24 25-34 35-44 45-54 55-64 65+ 2-11 12-17 18-24 25-34 35-44 45-54 55-64 65+

53. Natural Born Clickers: Headline Results

54. YOU are the Network
54

55. YOU are the Network
55

56. YOU are the Network
56

57. The Inventory Pyramid
Premium Known
Brand
Longer Low CTR & High Conversion
tail non-
Brand
Gaming and
Chat High CTR & Low Conversion

58. So if it’s not about clicks, where is the value…?

59. Major Retailer
Enhancing campaign ROI
• Goal
– Multi-channel home furnishings retailer wanted to gain a deeper intelligence of their
customers’ on site activity and use this information to build audience segments that
garnered the best Return on Investment (ROI)
• Results
– ROI improved by 160% when compared to the previous non-targeted campaign
– Advanced Targeting Segments out performed Site Re-Targeting by 185%
– After revising creative and landing pages to accurately reflect targeted audience, the
custom targeted segment experienced a 225% increase in ROI compared to the
previously used contextual buy
– Main Objective in Campaign was for 10:1 ROI. Total ROI exceeded 30:1 meaning every
Euro spent returned €30 in revenue!
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61. People buy products…

62. So what do those people really think abiout
advertising and targeting?

63. Consumers & Online Privacy: 2012
29 June 2012

64. Users understand the need
for advertising…
How happy, or unhappy, are people to see different
forms of advertising on different media?
Happy Neither Unhappy
52%
48% 47%
43% 44% 43% 44%
39% 38% 40% 38% 39% 37%
34%
18% 18% 20%
18% 16% 15%
10%
TV Channels Radio Stations Magazines & News and Retail websites Search Social
Print entertainment Engines Networking
Newspapers websites sites
Apart from BBC services (which are paid for by the licence fee), lots of media use advertising to enable them to provide
you with TV programmes, newspaper articles and websites. To what extent are you happy or unhappy to see advertising
on these media, given the services it helps provide?
Base: All Adult Internet Users in the last month (2001)

65. Only one in ten internet users
would pay for ad free content
61% expect of people think that a large proportion of the internet would
disappear without advertising
I expect a large proportion of the internet would disappear
without advertising 61%
I'm happy to see advertising on the internet because it
makes it possible for me to use websites 52%
I didn't know that paid for results on search engines mean
that I can use them for free 25%
I didn't know that advertising paid for much of the content I
see online 22%
I would be happy to pay for websites that I currently use for
10% Differing perspectives
free if they removed the advertising from their sites
depending on age
13% - 16-24
None of these 8%
8% - 55+
65
Websites like Google, Facebook and MailOnline (Daily Mail Online) are able to provide content for you because they make
money from advertising. Please choose the statements that you agree with. Base: All adult internet users in the last month (2001)

66. Users expect advertising online
and majority find it helpful
Over three quarters of internet users agree that they expect to see
advertising on the internet
Disagree Neither Agree
I expect to see advertising on the internet 5% 17% 78%
I notice advertising on the internet 19% 19% 62%
Advertising on the internet can be helpful 14% 28% 58%
I have purchased a product or service
47% 22% 31%
because of an advertisement I saw online
A third of people claim to
have made a purchase
because of an online Ad
Still thinking about advertising, to what extent do you agree or disagree with the following statements?.
Base: All adult internet users in the last month (2001)

67. Ads that give special offers
are most useful
42% liked 20% liked
“Ads that give “Ads that offer me the
me special chance to click
offers” through and find
more info”
30% liked 14% liked
“Ads that “Ads that remind me of
remind me of advertisements that I’ve
products or seen in other media –
services that I’m for example TV ads”
interested in”
23% liked
“Ads that are
entertaining
and well
designed”
Which types of online advertising, if any, do you find useful?
Base: All adult internet users in the last month (2001)

68. Younger users have a greater
propensity towards advertising…
16-24 25-44 45-54 55+
81% 79% 77% 75%
74% 68%
65% 61%
57%
49% 49% 52%
40% 35%
23% 24%
I notice advertising on Advertising on the I expect to see Have purchased
the internet internet can be helpful advertising on the product/service
internet because of ad I saw
online
% Agree
Still thinking about advertising, to what extent do you agree or disagree with the following statements?.
Base: All adult internet users in the last month (2001)

69. Over half prefer to see ads that
are relevant to their interests
Most internet users would rather see a low number of relevant ads online
than a high number of less relevant ones
Disagree Neither Agree
I'd rather see a low number of relevant ads online than a high
number of less relevant ads 7% 34% 59%
Rather see advertising online that is relevant to my interests 11% 35% 55%
Advertising on sites I visit is usually completely random 20% 35% 45%
I accept that for free services companies need access to my
online behaviour info 29% 31% 40%
Would like to know more about how online advertising is made
more relevant 29% 39% 33%
Seen increasing amount of relevent advertising 31% 39% 30%
Thinking about online advertising, to what extent do you agree or disagree with the following statements?
Base: All adult internet users in the last month (2001)

70. People are happy to see relevant
ads in exchange for quality content
Disagree Neither Agree
I am happy to see relevant advertising if it means
12% 33% 55%
the sites I visit give me quality content
I am happy for advertisers to show me relevant
advertisements based on my previous web 24% 31% 45%
browsing activities
Information used to show me advertisements
14% 43% 43%
relevant to my interests does not identify me
Showing advertising that is relevant to you can be done by using web browsing information. The information used does
not identify you as an individual; it just matches categories of online activities (e.g. visiting car websites) with possible
advertisements (e.g. for new cars) To what extent do you agree or disagree with the following statements?.
Base: All adult internet users in the last month (2001)

71. Attitudes to advertising
differ by age group
16-24 yrs 55+ yrs
Happy to see relevant ads
if I get quality content 61% 51%
Happy to see relevant ads
based on browsing 58% 38%
• 16 – 24’s happy to see relevant ads in exchange for quality
content
• Over 55’s less accepting of relevant ads based on
browsing history

72. Users understand the need
for advertising online
• Internet users are generally happy to see advertising across all
media
• Internet users expect to see advertising online and understand
the need for advertising to provide the content they want
• The majority think that online advertising can be helpful and
prefer to see relevant advertising
• Younger age groups are more positive about advertising and
more likely to be happy for their browsing activities to be used

73. What to remember from my presentation…

75. 75