Title: Targeting Demographics vs.Targeting Behavior within the Programmatic Space
Summary: Which is more accurate, targeting an entire population segment or a consumer’s behavior? How does programmatic behavioral targeting work and why is it more accurate than the more widely accepted and traditional demographic targeting?
Event: Travel Portland Marketing Seminar
Type: Public Speaking
Date: May 2015
Targeting Consumers in 2015 – Literal Slide Translation
1. Digital Audiences Targeting Consumers 2015
2. Hey, Kev bro… I got this Travel Portland thing… can you rap about demographics?
3. Demographics involve the statistical study of human populations. As a very general science, it can analyze any kind of dynamic living population. Source: http://en.wikipedia.org/wiki/Demography DEMOGRAPHICS
4. DEMOGRAPHICS
5. Traditional Media
6. Targeting should be
7. Most of us use this paper
8. What if you were targeting Teepee Travel Enthusiasts?
9. DEMOGRAPHICS BEHAVIOR, INTEREST, & INTENT
10. ONLINE DEMOGRAPHICS
11. Demographic data is gathered using declared sources, and then associated directly with the cookies within your browser • Age • Gender • Ethnicity • Education • Family status • Income • etc
12. WHAT IS A DECLARED SOURCE?
13. OFFLINE DATA
14. ONLINE SURVEYS AND REGISTRATIONS
15. Programmatic Display
16. U=19107641 or Beth
17. Hold on… You’re NOT BETH?!! Hi I’m DAREN
18. “Nielsen only requires 472 completed diaries to statistically (and accurately) measure a population of 600,000 people” Kevin Bekker , Director of Audience Targeting | Advance Visibility
19. 28,800,000 Uniques 187,663 Declared Users Declared Female Audience (Code 6330)
20. Social Profiles
21. Declared Female Audience (Code 6330) 28,800,000 Uniques 187,663 Declared Users 52% Female 48% Male
22. How do we target consumers online? <img src=”http://bcp.crwdcntrl.net/5/c=931/b=19107641″ width=”1″ height=”1″/>
23. As consumers browse the internet they leave behind pathways of data.
24. Consumer Data is packaged together using a Data Management Platform (DMP)
25. Are they different Types of data? “dayta” or “dahta”?
26. WHAT IS 1st PARTY DATA?
27. Data Collection
28. What you are reading How often Sites you visit Social Signals Comments Account Login Offline Data Purchase Behavior Memberships
29. When and how often RECENCY AND FREQUENCY
30. WHAT IS 3rd PARTY DATA?
31. FOR SALE
32. 3rd PARTY DATA LACKS RECENCY AND FREQUENCY
33. When did the behavior happen and how many times?
34. EVOLUTION OF DATA COLLECTION 1st and 3rd Party Blends
35. 1st AND 3rd PARTY BLENDED AUDIENCES CAN BE SO PURE THEY CAN PREDICT BEHAVIOR BEFORE IT HAPPENS.
36. HUMAN BEHAVIOR IS INHERENT
37. SHOULD WE STILL — USE DEMOGRAPHIC DATA?
38. 18-35 year old affluent adults with interest in the Oregon coast within the last seven days Target should be… plus interest and intent
39. Programmatic Display
40. Best Way to target a Generation? Target where they are, and what they’re doing.
41. MILLENNIALS 95% own a smartphone or tablet 335K shopped online this month Avg. annual online spend: $816 92% use Google, Bing or Yahoo! 84% have a social media profile Avg. time on social media: 80 min/day 43% read news online 64% read on smartphones or tablets Source: Scarborough 2014 R2; Base: Portland DMA (28 counties); Target: 18-34
42. GEN XERS 88% own a smartphone or tablet 338K shopped online this month Avg. annual online spend: $930 89% use Google, Bing or Yahoo! 79% have a social media profile Avg. time on social media: 55 min/day 46% read news online 55% read on smartphones or tablets Source: Scarborough 2014 R2; Base: Portland DMA (28 counties); Target: 35-49
43. EMPTY NESTERS 70% own a smartphone or tablet 292K shopped online this month Avg. annual online spend: $907 74% use Google, Bing or Yahoo! 59% have a social media profile Avg. time on social media: 50 min/day 39% read news online Source: Scarborough 2014 R2; Base: Portland DMA (28 counties); Target: 50-64
44. SENIORS 47% own a smartphone or tablet 48% shopped online this month Avg. annual online spend: $809 52% use Google, Bing or Yahoo! 34% have a social media profile Avg. time on social media: 20 min/day 30% read news online Source: Scarborough 2014 R2; Base: Portland DMA (28 counties); Target: 65+
45. Kevin Bekker
