how to get your content in front of the right audience

How to Get Your Content in Front of the Right AudienceData-driven audience targeting secrets revealed!

Jeff Sutton Director, Audience Targeting, Advance Local

@jscottsutton

@TwitterHandle • #CMWorld

@jscottsutton • #CMWorld • #AudienceDataRules

A (thankfully) brief introduction . . .

About today’s presenter:

Jeff Sutton Director of Audience Targeting,

Advance Digital [email protected]

www.linkedin.com/in/jeffreysutton@jscottsutton

With a background in digital marketing and a passion for big data, Jeff is responsible for Audience Targeting and Programmatic Strategy for Advance Local, one of the largest media groups in the US with to 12 local media groups with 60 million readers across the country.

mailto:[email protected]

http://www.linkedin.com/in/jeffreysutton


“Chromecast provides a path for Google to gather extensive data about what

people are streaming, and when, to sell video advertising to advertisers.”

Jackie Danielson

Century Interactive

http://www.centuryinteractive.com/b/chromecast-implications-for-advertisers/


Content and Native Marketing

The traditional way of seeing content marketing or native advertising is

through the lens of the content that is adjacent to the native ad unit.

This is considered non-interruptive, which is a good thing . . .


But when it goes wrong . . .

But content targeting has limitations - when it goes wrong,

it can go very wrong . . .


Audience Targeting for Content Marketers

Audience Targeting is the art and science of using location, contextual, CRM, as well as observed, declared, inferred and predictive

consumer data to reach those with interest and/or intent, and at a moment of intensity, across

networks, platforms and devices.


1 Audience Targeting: the basics


geo targeting

300 B.C.

contextual targeting

1700s

demographic targeting

1930s - 1950s

psychographic targeting

1960s -1970s

site and domain targeting

1990s

predictive targeting

2012

behavioral targeting

2010

A brief history of Audience Targeting

cross-device targeting

2015


The Traditional Mental Model of Marketing

Stimulus Second Moment of Truth

First Moment of Truth


And this gave us the funnel . . .

awareness

interest

desire

action


But it’s changed . . .

Stimulus First Moment of Truth

Second Moment of

Truth


And so has the funnel . . .

awarenessa

relevancer

conversionc

relationshipr

awareness

interest

desire

action


Unpacking the ZMOT

How do you get there?

• Desktop?

• Tablet?

• Mobile?

• Set-Top box?

• ?????????????????

•How do you live the ZMOT?

• Use Google or Bing search?

• Read on-line reviews?

• Visit blogs or forums?

• Use social media?


Why is this relevant?

Consumer to Business and Business to Business activity observed in the Zero Moment of Truth creates audience

targeting data . . . and here’s how it works


“Zola’s algorithm evaluates people’s past, to predict

their future”-Captain America, the Winter Soldier


It all starts with cookies . . .

A cookie is a small piece of data sent from a website and stored in a user's web browser while the user is browsing that website. Every time the user loads the website, the browser sends the cookie back to the

server to notify the website of the user's previous activity.

Cookie data, and device ID’s in the mobile space, are what give marketers the ability to capture user behaviors and create data

segments.


The ingredients and the recipe matters . . .

Frequency

= Visit Count

Recency

= Number of days counted

• Observed: Typically first party, observed from things like vehicle inventory or model search pages

• Declared: Gained by filling out forms or providing identifiers

• Inferred: Can be indirectly associated by identifying similar interests

• Predictive: Uses data modeling to suggest future purchase intent and timeframe


Key enabler: Data Management Platform

A data management platform is a data warehouse that ingests, sorts and stores

cookie data in a way that's useful for marketers and publishers


Inside a DMP . . .

Broad observed, declared and inferred interests are categorized into targetable audience segments . . .


Demographic Targeting Data

On-line demographic data goes beyond gender, age and household income . . .


Behavioral Targeting

Behavioral targeting uses anonymous, non-personally identifiable data gained from online user activity like pages visited, content viewed, searches, clicks, and purchases to identify in-market shoppers by interest.


Qualifying Behaviors

Many behaviors are qualifiers that can be used to improve audience quality and reach


Speaking of cookies . . .

Off-line data from store loyalty cards, (and credit reports & public records) are moving on-line in the form of non-personally identifiable audience targeting data


How it works . . .

Notice the bar in the lower left corner of the Chrome browser?


An auction occurs . . .

User visits webpage

Exchange announces

available bid to bid manager

Bid Manager evaluates

advertiser’s targeting and bids if a matchAuction occurs

Winning exchange serves ad


And ads are served . . .

These ads are relevant based on the user profile of the individual who is viewing the page . . .


2 Platform Capabilities Audience Targeting


It’s all about data . . .


Remember the Chromecast?


Device Level Targeting

Desktop: 1st Party Data 3rd Party Data Geo Demo Content Behavioral

Apps: IDFA Android_ID 1st Party Data 3rd Party Data Geo Demo Content Behavioral Lat / Long

Mobile Web: IDFA Android_ID 1st Party Data 3rd Party Data Geo Demo Content Behavioral


Content & Native Targeting Capabilities

Largely geo and content based, although Taboola supports Bombora business data and CRM ingestation


Targeting Capabilities by platform

Social Media platforms utilize their first-party data around interests and behaviors in addition to geo and content.

The also encourage CRM data uploads to find your universe inside of theirs . . .


3 Applied Audience Targeting


Social Media platforms are great for content marketing — they combine the best of native platforms and audience targeting platforms . . .

We’ll use Twitter as an example of how to apply audience targeting principals in a content marketing frame . . .


They’re optimized with outcomes in mind . . .


Target by geo down to the zip code level, and target by gender


The ability to target devices and platforms is useful, especially as Apple continues to make life more complex for us as marketers.


The ability to reach those who tweet with specific words or phrases is content targeting in the Twitter universe.


You can target those who follow you or your brand, as well as those who don’t follow you — yet!

And interests are targetable, too . . .


The ability to upload CRM lists into the Twitter universe is available on Facebook, too, and is a powerful capability.


The ability to target those who watch particular TV shows or genres of show is powerful but still a bit limited — but remember the Chromecast!


The ability to reach those who are in-market for a product or service is really useful, especially when aligned with content.


Event targeting is still limited, but it will be a powerful capability once the capability is built out . . .

And no, you can’t target Content Marketing World — yet . . .


Jeff Sutton Director of Audience Targeting,

Advance Local

[email protected] www.linkedin.com/in/jeffreysutton

@jscottsutton

Connect

mailto:[email protected]

http://www.linkedin.com/in/jeffreysutton