audience extension panel at borrell 2015
TRANSCRIPT
Audience Extension Benefits
• Expand publisher reach
• Enable audience targeting
•Automate buying process
The market for geo-targeted display ads is
poised for aggressive
growth over the next few
years
As early as 2009, targeted ads were predicted to be in high demand
2009 2011 2012 2013 2014
“The big driver will be
targeted display”
In 2011 Borrell mentioned targeted ads as a growth driver
2009 2011 2012 2013 2014
In 2012 Pew predicted targeted display would grow far faster than other ad formats
“Targeted display will overtake all other local online ad formats”
2009 2011 2012 2013 2014
In 2013 SMBs got into the game
2009 2011 2012 2013 2014
“13% of US SMBs planned to spend $ on
targeted display ”
Borrell in 2014
2009 2011 2012 2013 2014
“targeted display ”
Kelsey predicts mobile targeted display will grow from 32% of buys to 43% by 2019
Source: BIA/Kelsey, November 2014
32% in 2014”
43% in 2019”
U.S. Local Video Advertising Revenues
Source: BIA/Kelsey, November 2014
The other major growth area has been online video
7% of all video in 2014”
19% of all video in 2019”
2009 2011 2012 2013 2014 2015 2016 2017 2018 2019
eMarketer points out higher video CPMS
“What’s at stake here is a lot of money”
We’re also reminded that pure plays dominate local digital share
Source: Borrell Associates
Pure-Play
Newspaper
YP
TV
MagazineRadio Cable
Given these trends, it was important for us to:
•Combat pure-play competitors
•Consider ROI vs other sales programs
•Develop targeted audience capabilities
• Find an outsourced solution
Our Approach
Audience Extension is one of many sales programs
Onboarding the Sales Team
•Provide targeted display capability
• Enable more inventory
•Develop training program
• Establish Ad Ops procedures
•Create marketing materials
Challenges
• Selling audiences instead of impressions
• Explaining and delivering targeted audiences
• Added expense of targeting
• Questions about observable impressions & sites
• Need for transparent reporting
• Pricing the program properly
Expectations & Results
Revenue Impact
0
20
40
60
80
100
120
Q1-14 Q2-14 Q3-14 Q4-14
# of Audience Extension Campaigns RunDisplay Video
How often do you include/plan to include audience extension on campaign proposals?
Source: 2014 Digiday sample of 226 publishers at the Director level or higher
“48% include audience
extension on most campaign
proposals”
Digiday says audience extension helps win business
Source: 2014 Digiday sample of 226 publishers at the Director level or higher
“42% have won
new business”
Things to Consider
• If you’re big, it’s likely you already have your own direct solution
• If you’re smaller, audience extension is still possible
• Many third-party vendors offer access to exchanges. Ask them about:• reporting• site transparency• best practice case studies• their staff turnover• order entry process• # of platforms they use• flexibility in creating new audience segments
• Use your own program name rather than that of your vendor
