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Everything starts with the audience you want to
target…
5
CONTEXTDEMOINTERESTINTENTRETARGETING AUDIENCE
DISCOVERY
BROAD
REACHCUSTOMER
Audience Tiers engage users at each stage of the purchase funnel and
drive optimal performance and reach
Look alike targeting key technique in audiences
build out…
6
CONTEXTDEMOINTERESTINTENTRETARGETING AUDIENCE
DISCOVERY
BROAD
REACHCUSTOMER
Audience Planning in Use
7
INTERESTMODELED
DATAINTENDER
SEARCH RETARGETING
RETARGETINGCUSTOMERAUDIENCE
DISCOVERY
Re-messaging users based on behaviors carried out on
advertiser website
Retargeting consumers online based on previous
search behaviors
Messaging qualified users based on online behaviors
that indicate purchase intent
Passive intent / offline purchase
Engaging existing customers directly
online
Discovering new customers to drive lower funnel
engagementCustomizing audience model using
data inputs such as on-site conversion activity, purchase habits,
and CRM
Benefit: Pay only for those consumers you want to
reach
Buying media-placements with high reach and affinity in the
target group
High wastage
PrintRadioTV OOH
Buying Media Placements
Buying of individual user profiles
(Anonymous profiles with the desired criteria)
Ads are delivered to defined target group
Targeting
Database
Audience Targeting
Web
= target audience
Benefit: Cross-Publisher Frequency Capping
Unified Frequency CapSeparate Publisher Frequency Caps
High Waste and Lower ROI Low Waste and higher ROI against
target
Benefit: Investment efficiencies with behavioural
targeting vs. placement buying
10
Context as a proxy
for audience
Audience Targeting(target: Male, 25 to 35)
Audience regardless
of context
Buying Media Placements(target: Male, 25 to 35)
High cost and high wasteLower cost and highly
targeted
Benefit: Re-Targeting of your existing and potential new
clients
Proprietary look-alike modeling of
managed data
Small Reach Expand reach and win new clients
Retargeting only of users that already
know your offer