Data based knowledge explained
The lowest hanging fruit for using
data to accurately target audiences is in the remarketing area. Tagging the clients site (and any other client
owned digital content) with a DSP cookie, enables use of the data to re-message
at an individual impression level. This
client data is also referred to as ‘first party data’.
A second step to tagging is to use
the tags to understand a single customer journey, and then re-segment audiences
to further improve targeted messaging.
Using client site data we can for instance establish segments such as
existing customers (tags on ecommerce thank you pages), in market but not
converted (site visitor no sale), engaged customers (converted customer who is
also a facebook fan) etc. Tags marry
back to a unique IP address.
In the area of behavioural targeting,
it is also possible to build audience segments through aggregated content based
behaviour. For example, targeting a
car insurance message to those who have visited auto sites/content across long
tail sites.
The final area of targeting
opportunity exists through buying 3rd party data. This is yet to take off in the Australian
market place and globally has been a slow mover. It requires buying aggregated cookie pools
through companies such as blukai, quantcast or exelate. This is a lot for Publishers to get their
heads around as it enables us to use their onsite audience interactions to target
these same eyeballs elsewhere online for a fraction of the cost (of course they
are paid for the privilege). Initial forecasts were that 3rd party
data would be an important component for buying via DSPs, however, 1st
party data has turned out to be of much greater focus thus far.
Other advantages of data driven
display:
- The traditional performance market
place (buying based on cost per acquisition / CPA), accesses purely blind
inventory. This creates a couple of
issues for us as buyers. The first being
that we have no granularity regarding what is actually working site wise. The second is concerns regarding safety of
sites within the blind Network. Both are
overcome through the DSP model, as sites and performance are transparent.
- Buying remarketing through Publishers
and AdNetworks carries a premium.
Because they control the data, Publishers are able to use client’s tags
to gain increased effectiveness and currently charge for the privilege. With agency powered DSPs, the client ultimately
owns and controls their own data, so there is no premium for remarketing.
Audience on Demand
From a Global perspective, Starcoms
parent business Vivaki launched Audience on Demand as a branded approach, rather
than simply promoting a technology. This provides us the flexibility and
fluidity to evolve and align with market leading technology, whilst maintaining
a consistent market voice.
In the expanding DSP landscape, there
will be multiple technologies competing for agency business (similar to in the
search space). Right now, Brandscreen is the only active
local DSP and powers AOD. We can expect
to see Googles competitor technology – Invite, launch in 2012.
Through the scale of Vivakis
publisher relationships, AOD also provides access to market advantage in the
form of additional inventory, not available to the broader market. Right now ebay and Sensis media (locally) are
available and we expect the list of publisher inclusions to grow as Vivaki
negotiations progress.
Our Audience on Demand (AOD) commitment
to our clients is to leverage the best technology available in market to provide:
- A trust worthy demand side buying platform with full client data
protection
- Access to best in class expertise and support for activation
- Proprietary analytics and transparency on all media and data
relationships
- Highly customisable targeting capabilities
- Expansive reach and scale
- Cost effectiveness
Latest AOD News
AOD is now fully operational and
generating significant savings for those clients involved. As access to client data increases, we can
only expect this to continue.
There are now two AOD products in
market, to allow for the different trading models available via open
AdExchanges and private exchanges (eg ebay and Sensis). These are AOD Reach (open market) and AOD
premium (private market).
Within AOD premium, typically whilst
we have inventory access, Publishers continue to set ‘floor’ prices (CPMs). In this way they are somewhat protected yield
wise, yet still appear in the open auction environment. This means when these impressions arise in
AOD, they will only be bid on where there’s forecasted ROI in the relevance/price
equation, considering the floor CPM.
Last week, 9MSN/Microsoft announced
the launch of their AdExchange on the open market. This inventory has started appearing in AOD
Reach, however, it must be noted that there is limited transparency at
present. Inventory has been grouped into
two buckets, with no site level data available.
MSN are expecting up to 15% of all display trading to move through their
AdExchange in the first 12 months in market (based on global learning’s).
Getting Started
We recommend all client websites are
fully AOD tagged so that data collection is turned on well prior to launch.
Please talk your Starcom client
business team or digital planner for more information on briefing and
implementation.
