knowledge sharing : targeting in online advertising
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Knowledge SharingTargeting in online advertising
Display advertising
Some facts to start with:
10% of our time we spend on searching websites, the other 90 % is spend on browsing.33 % of the marketing budget will be spent on Display ads in 2017
Story out of my life…
Direct Media : Display advertising 1.0.
Business: CoffeemachineLifestyle: Washing machine
Step 1: Captivating web experiences
PreferencesLanguageShopping basketLog-in information
First Party Cookies
First Party Cookies
=
First Party Cookies
Step 2: Right Ads to the right people
PreferencesLanguageBasket valueLog-in information
Personalised content / Ads / Offers
PROMO !!
Anonymous profile
First Party Cookies
From anonymous to a real identification
Cookie ID
Client/prospectType of customerPurchase history
SearchesPagesVisits
Entry/Exit pointBounces
Products viewedTime of dayFrequency
Time on site…
Open quotesBisnode data
...
Client infoCookie ID
Existing case : NuonFirst Party Cookies
Existing case : NuonFirst Party Cookies
Direct Media : advertising via Ad networks
Context website + cookies
Ad network
Step 2: Right Ads to the right people
Personalised content / Ads / Offers
PROMO !!
Anonymous profile
based upon multiple website
behavior
Third Party Cookies
Third Party Cookies
=
Third Party Cookies
Programmatic advertising: Real-Time Bidding
Ad Exchange
DSP SSP
How Real Time Bidding works
Limitations of cookies
• Browser-specific• Cross-channel impossible• Some cookies don’t work on mobile• Doesn’t allow in-app advertisements
What’s next ?
ID targeting with Facebook, Twitter• Identification via Social Media• Based on ID’s rather then cookies • (Sign in with Facebook)• Device independent• Combining profile data with behavior data.
ID Targeting
Twitter ID
Facebook ID
First + Third party Cookies
personalized newsletter / offering by mail
Contact information
Making all the data useable for better targeting Thanks to DMP
Data Management Platform
First Party Cookies + Analytics
Third Party Cookie Data
360° view on customer data CRM
Ad exchange
Email Triggers
Ad Networks
Site/Landing pagesAggregated
Behavior data
Questions?