Overview to ORLA's Annual Conference on how companies collect data and transform this into behavioral targeting. Also review how to map out a digital media strategy.

1. OREGON RESTAURANT AND LODGING ASSOCIATION
10.13.13

4. So How Do Advertisers Reach Audiences:
With The Right Offer,
at The Right Time,
AND
In The Right Context?

5. Welcome to Today’s
Audience Targeting Workshop

6. What We’ll Learn Today:
Understand How Companies Collect Information and Why
Identify Online Targeting Capabilities
Create an Audience Targeting Strategy
Note: Everything we are doing today will be oversimplified. The Real
World isn’t a vacuum, but for today’s purposes we’ll be looking at things
from a very straightforward perspective.

7. How Do Companies
Collect Data
(and why)

8. How Do Companies Collect Data?
C is for Cookies
A cookie, is a small piece of
data sent from a website and
stored in a user's web browser
while a user is browsing a
website.
Upon their return the data
stored in the cookie is sent
back to the website by the
browser to notify the website
of the user’s previous activity.
Cookies can be first party as
well as third party.

9. First Party Data
The Information We Volunteer
SEARCHES
WEBSITES VISITED
RealGM
OregonLive
COMMENTS MADE (USER ID)
Yahoo!
Pandora
FORMS FILLED OUT
Facebook
Linked In

10. Some Ways a Company Can Collect
Data:
articles,
clicks
user id
social
video,

11. user id /
registration
Many sites use registration
data to help them to
identify key demographic
characteristics of their
users.
A User ID also helps them to
track user activity on their
site, including their direct
actions and interests.
This voluntary information is
also sometimes sold as 3rd
party data to other
websites, publishers, ad
networks, exchanges or data
providers.

12. articles, clicks
Using The Example of OregonLive.com. A user could be categorized into a number of
interest areas: Jobs, Autos, Real Estate, Rentals, Classifieds, News, Business, Sports, High
School Sports, Entertainment and Local News as examples.

13. social and sharing
In today’s age of social media, websites have created a dual benefit in providing their
users with social sharing features. The user is able to share their favorite content to their
friends. This helps a user to feel connected to the website and gives them a sense of
community.
In return the website is able to identify what content is being shared, which users are
social influencers and a number of other social insights to aid in bolstering their targeting
capabilities.

14. video, music
Video content and music provide another level of user engagement beyond
static content. Websites featuring this type of content typically have higher
time spent on the site.
This higher level of engagement allows the website to capture a tremendous
amount of information about the user’s top interests.
It also gives their advertisers lengthier exposure to advertising.

15. WIIFT (What’s in it for them)?
Advertisers and Publishers Are
Trying to Anticipate Your Needs.
Their focus?
“What Is This User
Thinking?”
Understanding This is the First Step in Creating
Meaningful Digital Experiences

16. What Do We Know About Our Target Audience?
How Do WE Use Online?
Discussion Points:
Are Some of Your Online Interests More Intense
or More Important to You?
Are You in a Different Mindset During Different
Segment of Your “Clickstream”
Are There Different Times of Day Where
Something is More Interesting to You?
Are There Any Brands or Products That Are
More Important to You?
How Do These Brands Align to Your Online
Behaviors? Do They?
Does Your Behavior Change Depending Upon
The Device You’re Using?
What Are You Most
Enthusiastic About?

17. Online Targeting
Capabilities

18. Targeting Is Now Mainstream
Who’s Using
Targeting?
It is no longer a
question of “if”
advertisers are
using targeting.
The question is
now, “how”
advertisers are
using targeting.
Source: eMarketer, eXelate, “State of the Industry,” April 22, 2013

19. AUDIENCE TARGETING
BEHAVIORAL TARGETING
DEMOGRAPHIC TARGETING
CONTEXTUAL TARGETING
RE-MESSAGING STRATEGIES
MOBILE / TABLET
VIDEO / TV
DESKTOP / LAPTOP

20. BEHAVIORAL TARGETING
 Online Interests, Searches, Content
they’ve viewed
 Purchase Decision Behavior
 Intent
 Shopping
 Interests / Enthusiasts
 Travel Destination – Oregon
 Stays at 5 Star Resorts
 Eats Out
 Top Tier Spender at
Restaurants (Master Card)
 Green Living
 Parenting
 Tech
 Lifestyle Segments
 Arts & Culture
 Home & Family
 News & Politics
 Style, Fashion, Clothing

21. DEMOGRAPHIC TARGETING
• Age
Gender
• Income
Level of Education
• Language
Occupation
Doctoral Degree
35 Year Old Mom

22. CONTEXTUAL TARGETING
Target users by the type of website content they are engaging with.
Sample of Content Categories and Sites:
Food and Drink
 Alcoholic Beverages
 Restaurants
 Vegan
Travel
 Hotels and Accommodations
 Tourist Destinations
 Car Rental and Taxi Services

23. RE-MESSAGING
Invite Them Back With Re-Messaging
Network Site
(Desktop)
Network Site
(Desktop)
Mobile
Site
Network Site
(Desktop)
Mobile
Site
Network Site
(Desktop)
Your ad reaches users who have already been to your site. The ads are served across their click
stream on sites that the users visit throughout their day.

24. RE-MESSAGING
Types and Use
Site Re-Messaging. Reach people who have already visited your site. Typically
used for efforts around branding or awareness, as well as offers where all
visitors would be eligible for participation. I use this as an audience profiling
strategy to help websites identify who their core audience really is.
Creative Re-Messaging. Reach people who have: viewed, interacted with, or
clicked on the ad. This could allow for sequential messaging strategies,
increased frequency within an organically created audience, or for accelerated
offers (deeper discounts to entice to action).
Section Re-Messaging. Reach people who have visited a specific section of your
website. Can be used to develop cross promotional messaging opportunities or
to more appropriately align your creative messaging to a specific audience.
Exclusion Re-Messaging. Remove the people who have already converted and
focus on only those who have yet to take the desired action. Can also be used
for audience segmentation strategies or for interactive storytelling through
staged activations.

25. Creating an
Audience
Targeting
Strategy

26. What Can Digital Marketing Do For You?
•
Technology Allows Digital Marketers to Reach
Highly Specific Audiences En Masse.
• Achieved Through Technological Platforms.
• Marketing Segmentation
• Device, Content, Behavior, Medium (email, text, etc)
•
Digital Marketers Can Reach Only Those Who Are
“Raising Their Hands”
• Create Exposure to Those Who Are Not
•
Advanced Reporting and Data
Collection Can Help
Marketers to Build “Look-ALike” Audiences.
•
Storytelling Can Create
Unique Interactive
Engagements, Viral / Social
Distribution, And Connect
Activations Across Offline and
Online Environments.

27. Creating a Targeting Strategy
Total Internet Population
Geographic Targeting
Audience Targets
*National?
*State / Region / Metro?
*City / Zip Code?
• Type of Content
• Relevant Behaviors?
• Key Demographics?
Rich Media / Section Takeovers / Wallpaper
Pre-Roll Video
Site Takeovers / Roadblocks / Expandables
Mobile Apps
•
•
•
•
Desktop / Laptop
Tablet
Mobile
Video
Ad Networks
High Impact / Awareness
•
•
•
•
Mediums / Devices
•
•
•
•
Audience Segmentation
Behavioral Targeting
Vertically Aligned Networks (Travel)
Contextual Targeting
• Hint: Think About Mobile Differently –
Rectangle Unit Takes Up a TON of Real Estate
Invite Them Back with Re-Messaging
We will utilize re-messaging to invite site visitors to come back again. This strategy can also be utilized to
create audience segments based upon their engagement with specific sections of your site.

28. Who is our Target?
•What Are They Passionate About?
•They Are Music Enthusiasts
•Lifestyle?
•They Enjoy the Night Life
•Is There a “Sweet spot” Demographic?
•Ages 21+ (21-45)
•Other Demographic Behaviors?
•No Kids in Household
Targeting Assumptions
Could be Collected From:
Google Analytics,
Customer Surveys /
Feedback, or Through
•Other Characteristics?
•Urban, Hipster, Mobile

29. Goal: Drive Ticket Sales and Create Unique Marketing Segments
Geographic Targeting
Audience Targets
Targeted Regionally to
Desktop Environments
Target by Zip Code 5 Mile
Radius via Mobile
• Music/Lifestyle Content
• Ticket Buyers
• A 21 - 45
Rich Media / Section Takeovers / Wallpaper
Pre-Roll Video
Site Takeovers / Roadblocks / Expandables
Mobile Apps
• Desktop
• Mobile
• Video / Visual
Ad Networks
High Impact / Awareness
•
•
•
•
Mediums / Devices
•
•
•
•
Audience Segmentation
Behavioral Targeting
Vertically Aligned Networks (Travel)
Contextual Targeting
• Hint: Think About Mobile Differently –
Rectangle Unit Takes Up a TON of Real Estate
Invite Them Back with Re-Messaging
We will utilize re-messaging to invite site visitors to come back again. This strategy can also be utilized to
create audience segments based upon their engagement with specific sections of your site.

30. Example of a Audience Targeting Strategy
Digital Media Strategy
High Impact Placements (Targeted Awareness)



Section Takeover : Wallpaper
Mobile Section Placement
:15 Pre-Roll
Audience Targeting (Targeted Consideration)


Content Targeting
 Genre Specific Sites
Behavioral
 Target Event and Music Ticket Buyers
Re-Messaging (Audience Segmentation)




Creative Re-Messaging: Create Sequential
Messaging, Re-Message High Impact Exposure
Group.
Utilize Exclusion Pixel to Address Cart
Abandonment, and Invite Back Non-Buyers
Section Re-Message Those Interested in
Other Concerts.
Site Re-Message All Site Visitors with 4 x Per
Day Frequency Cap
Optimization


Set Up View Through and Click Conversions
Utilize Google Analytics
Implementation Guide
Creative (The Banner Ads Themselves)
•Ensure Creative Direction is Unique to Each Audience
Segment and to Device Specifications.
Pixel Implementation
•Creative
•
•Section
•
Handled by Vendor / Publisher
Quality Check to Ensure Pixels are
Appropriate Placed
•Site
•
Quality Check to Ensure Pixels are Placed
on ALL Pages of Site
Enable Google Analytics / Omniture / Tracking
•Generate UTM Codes for Custom Landing Pages and
Tracking
•
Track by Target / Device and other
Important Metrics
Capture Custom Audience Profiles
•Demographics
•
M/F, Age Distribution, Education
•Behavioral Insights

31. Some Resources:

www.moat.com - Free site. Gallery of Creative, Searchable by Brand.

Google Analytics UTM Builder: https://support.google.com/analytics/answer/1033867

eMarketer / Ad Age / Forrester