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Amping Up Your Digital Marketing Strategy and Winning with Audience Targeting,[object Object],YoavArnstein,[object Object],Co-Founder, CEO,[object Object],Legolas Media,[object Object],yoav@legolas-media.com,[object Object],Adam Harris,[object Object],Director of Business & Corporate Development,[object Object],PointRoll,[object Object],aharris@pointroll.com,[object Object]
Let’s get interactive…,[object Object],Ask Questions!,[object Object],Follow @PointRoll & @Legolas_Media,[object Object],Tweet along! #FindYourAudience,[object Object]
Today’s Goal:,[object Object],To introduce a new and innovative way to drive online branding results using an audience driven end-to-end solution.,[object Object],We will:,[object Object],Discuss the new trend in Media Planning & Buying,[object Object],Explore the opportunities and challenges for brands in this shifting marketplace,[object Object],Walk through a case study & analyze the results,[object Object]
Amping up your digital strategy with audience targeting
The Shift to Audience Buying,[object Object],1.  Sites ,[object Object],Sold on site specific, Channel or Run of Site/Network,[object Object],Display Advertising Demand,[object Object],2. Audience ,[object Object],Selected cookies targeted by data, behavior, geo & more,[object Object],Display Advertising 2009 – 2011 ($ Billions) : ,[object Object],Source: JEGI,[object Object]
Publisher 3,[object Object],Publisher 2,[object Object],Publisher 1,[object Object],User Profile 1,[object Object],User Profile 2,[object Object],User Profile 3,[object Object],Geo, Demo, Behavioral,[object Object],Geo,[object Object],Geo,[object Object],Geo,[object Object],Demo,[object Object],Geo/Demo,[object Object],Geo/Demo,[object Object],Nothing,[object Object],Geo/Demo,[object Object],Audience Management,[object Object],Two Approaches to Audience,[object Object],Pros,[object Object],[object Object]
Data ownership
Cross publisher strategy
Creative Serving
Centralized AnalyticsCons,[object Object],[object Object]
Not leveraging proprietary publisher dataCentralized around your defined audience segments,[object Object],Leverage multiple data sources,[object Object],Client-owned data,[object Object]
Ad Exchanges & RTB: The Good News,[object Object]
From a Closed Marketplace…,[object Object],Reliance on Panel-based & Publisher data,[object Object],Lack of transparency,[object Object],Inefficient buying,[object Object]
…To Many Open Marketplaces,[object Object],Bids $0.50,[object Object],Bids $0.75 via Network…,[object Object],Bids $0.60,[object Object],AdSense,[object Object],Publisher Impression,[object Object],… becomes $0.45 bid,[object Object],Buyer leverages data for impression selection,[object Object],Transparent pricing,[object Object],Efficient buying,[object Object]
Ad Exchanges & RTB: The Bad News for Brands,[object Object],Ad Exchanges & RTB: The good news,[object Object]
Too Many Limitations for Brands,[object Object],Minimal reach & spend forecasting,[object Object],Limited scale with needs:,[object Object],Ability to deploy rich media,[object Object],Retain brand safety,[object Object],Devaluation of content, context & engagement,[object Object],Fragmentation of planning & buying,[object Object]
The Opportunity,[object Object]
Branding: Art Meets Science,[object Object]
The Solution,[object Object],Leverage in-store data and audience intelligence for dynamic and targeted campaigns that drive brand effectiveness and lift sales,[object Object],Audience Planning,[object Object],Targeted Premium Inventory,[object Object],Consolidated Spend Mgmt & Creative Messaging,[object Object],Measurement,[object Object],Pre-Planning,[object Object]
Case Study:Holistic Audience Approach Solving the CPG Marketing Dilemma,[object Object]
Amping up your digital strategy with audience targeting
Amping up your digital strategy with audience targeting
Amping up your digital strategy with audience targeting
Amping up your digital strategy with audience targeting
Amping up your digital strategy with audience targeting
Amping up your digital strategy with audience targeting
Amping up your digital strategy with audience targeting
Plan: Audience & Profile Management,[object Object],1st Party ,[object Object],Audience Management Platform,[object Object],PRIZM,[object Object],Psych, Economics, Urban,[object Object],Frequent Buyers,[object Object],Demo,[object Object],Lifestyles,[object Object],Demo, Shopping behaviors, Lifestyles ,[object Object],In-store Purchase Panel,[object Object],Look Alike Modeling,[object Object],CPG’S AUDIENCE DATABASE,[object Object],Yogurt Brand Profile,[object Object],Competitive Buyers,[object Object],Switchers,[object Object],Females, 25 - 54,[object Object],Within 15 Miles of a SmallMart store,[object Object]
Buy: Guaranteed Audience,[object Object],Direct,[object Object],Targeted,[object Object],Accurate allocation,[object Object],Rich Media support,[object Object],Premium Publishers,[object Object],Brand Safe,[object Object],Transparent,[object Object],Priority Access,[object Object]
Deliver: The Value of Dynamic Delivery ,[object Object],Cookie id: 	    12312,[object Object],Data Vendors:   V12,[object Object],DataLogix,[object Object],TargusINFO,[object Object],Data Cost:         $1.25 CPM,[object Object],Product Brand Choices,[object Object],Shaving Goods,[object Object],Baking Goods,[object Object],Body Wash,[object Object],Description:,[object Object],Sex: Male,[object Object],Age: 45-50  ,[object Object],Geography:  Los Angeles, Sober Valley Lodge  Marital Status: Single,[object Object],Consumer: Shampoo, Cookies, Lotion, Travel,[object Object]
Measure: Online Performance,[object Object],X,[object Object],X,[object Object],X,[object Object]

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Amping up your digital strategy with audience targeting