Transcript precision marketing meets brand advertising

PRECISION MARKETING
MEETS BRAND ADVERTISING
Direct Marketing
Brand Advertising
Digital
Precision Marketing
NEW APPROACHES TO MEDIA
PLANNING AND ANALYSIS
TODAY
Broad Demographic
Audiences
Broad Reach
Limited Effectiveness
THE OPPORTUNITY
Focused Behavioral Groups
Focused Reach
Improved Effectiveness
EARLY DIGITAL EFFORTS SUGGEST
PRECISION MARKETING WORKS
PAYBACK PER DOLLAR SPENT
FOOD
OVER-THECOUNTER
2.36 2.72
GENERAL
MERCH
2.73
HEALTH &
BEAUTY
2.73
AVERAGE
2.79
Source: Nielsen Catalina Solutions, 800+ digital campaign measurements
PET
5.29
PRECISION MARKETING SUCCESS
HAS DRIVEN A SHIFT IN DOLLARS
Sites
Audience
Source: eMarketer, Wall Street research and GCA Savvian estimates
COMPLEX ECOSYSTEM MAKES
LIFE DIFFICULT FOR ADVERTISERS
Source: LUMAscape
DESPITE THE CHALLENGES,
BRANDS ARE HAVING BIG SUCCESS
WITH AUDIENCE BUYING TODAY
CASE STUDY: ORAL CARE BRAND
THE CHALLENGE:

Drive sales and trial volume

Build brand loyalty
THE SOLUTION:
Yahoo! utilized Consumer Direct to deliver the
advertiser’s message to a custom audience group
based on past purchase data.
THE RESULTS
 Increased purchase frequency (+3%) and increased
product expenditure (+8%)
 Most effective at increasing purchase amongst
existing user consumer-base
 More efficient than overall campaign delivering
better ROI both per dollar spent (+$1.50)
and also per 1,000 impressions (+$8.22)
Source: Yahoo! Consumer Direct
DEMOGRAPHIC VS. PRECISION MARKETING
DAIRY PRODUCT
From: “All Things to All People”
Growth
Segments
Family
Foodies
Convenience
Families
Health - Older
Value & Shop
Experience
Loyals –
Older
Taste/Health
Families
Health Younger
Advertising
Exposure
Index
104
99
98
102
108
96
104
94
Sales
Response to
Advertising
200
174
160
125
45
23
10
0
To: Precision Driven Marketing
Source: Nielsen Catalina Solutions Single Source Media and Effectiveness Analysis, 2012
PERSONAL MEDIA MARKETING
Sales Response to Advertising Index
Media Demand Landscape
TV Moderators
Streamers
Program
Passionates
Media
Trendsetters
TV Companions
Sports Enthusiasts
Dairy Product
214
188
133
64
52
0
FoodGPS
Health - Younger
Taste/Health
Families
Convenience
Value & Shop
Exerperience
Family
Loyals - Older
Dairy Product
0
10
174
45
160
23
Source: Nielsen Catalina Solutions Single Source Media and Effectiveness Analysis, 2012
NATIONAL BROADCAST SITCOM
PROMOTIONAL CAMPAIGN
Behavior Marketing Reach by Network
Light Shade = Duplicated Reach
Dark Shade = Unduplicated Reach
Behavioral Target Viewers
Simulmedia
National Plan
Impressions
Duplicated Reach
Avg. Frequency
Converted
CPCV
12,752,672
18,174,338
7,992,331
8,953,272
1.60
2.03
537,446
870,978
$0.93
$1.40
Source: Nielsen, Kantar Media Intelligence and Simulmedia Audience Engine
nightlife
first-class
travelers
CONVERSION DATA
business
job title
New York
Thailand
Miami
Hong
Kong
contribution
contribution
SHOPPING DATA
Italy
vacation
travel
sites
first-class
travelers
executive
management
Washington
travel,
USA
travel
commerce
New York
California
Europe
audience size
audience size
Aspirational Travelers
Converted Travelers
Source: eXelate
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