精准广告：行为定向Case Study

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1、BehavioralTargetingOnline:ACaseStudyOutlineIntroductions:BehavioralTargetingandit’sroleinonlinemediaHowtomeasureandvalueBehavioralTargeting.WSJ/AmericanAirlinesCaseStudyCampaignResults…composition…effectiveness(awareness)…costefficiencyHowBehavioralTargetingwillevolveWhatisBehavi

2、oralTargetingBehaviorsprovidetheclearestwindowintopeople’sdesiresandinterestsPeoplequalifythemselvesformarketersbytheirownactionsExample:repeatedlyreadingaboutmortgagesorclickingonaloancalculatorTypically,onlineadvertisersbroadcasttoaplaceorwaitforprospectsthroughsearch……Instead,

3、BehavioralTargetingallowsadvertiserstodelivertheirmessagetoaudienceswhohavedemonstratedinterestTheresultisthattargetingbecomesmoreefficientBottomLine:AlowercostpertargetforadvertisersthatistriggeredbyaudiencebehaviorRevenueScience–LeadersinBehavioralTargetingWEBPUBLISHERSSAMPLEAU

4、DIENCESEGMENTSADVERTISERSCarBuffsHealthNutsTravelSeekersMutualFundAficionadosTheLeisure-MindedEngagedInvestorsFrequentTravelersAffluentUsersGamersHardcoreSportsFansSUVShopperEndofYearRebatesHookedonConvertiblesHowdoesBehavioralTargetingwork?WhatpeoplesayRegistrationSearchWhatpeop

5、ledoWebsiteCategoriesandPagesWordsHowoftentheydoitFrequencyRecencyVisitorsNavigateVisitorsAreAssignedToPublishercreatedsegmentsSegmentsOnFutureVisits,TargetedAdsAreServedToSegmentMembersRegardlessofWhereTheyGoOnTheSite(InsteadOfHouseorROS)HowtoMeasureBehavioralTargeting:Audience

6、CompositionTruemetricofreachingtherightaudienceMeasurescorevaluepropositionoftargetingAudienceComposition:#Qualified/#TotalWidelyusedinprintmediaHowdoesaleadingairlinemakecampaignallocationdecisionsforadvertisingintheprintworld?5+Domesticairtrips(yr)WSJBusinessWeekAud(000)1730552

7、Composition2016.3Coverage3210.3Index178146CaseStudyCollaborationbetweenWSJ.com,RevenueScience,GlobalAirlineCarrieranditsAdvertisingAgencyConductedaudiencecompositionandadvertisingeffectivenessstudyusingDynamicLogictoolsUsedTest/ControlmethodologyBrandMetrics:ControlUnexposed,Test

8、IBTExposedBrandMetrics:ControlUnexposed,