精準廣告：行為定向Case Study.ppt

1、Behavioral Targeting Online: A Case Study,Outline,Introductions: Behavioral Targeting and its role in online media How to measure and value Behavioral Targeting. WSJ/American Airlines Case Study Campaign Results composition effectiveness (awareness) cost efficiency How Behavioral Targeting will evol

2、ve,What is Behavioral Targeting,Behaviors provide the clearest window into peoples desires and interests,Revenue Science Leaders in Behavioral Targeting,WEB PUBLISHERS,SAMPLE AUDIENCE SEGMENTS,ADVERTISERS,Car Buffs Health Nuts Travel Seekers Mutual Fund Aficionados The Leisure-Minded Engaged Investo

3、rs Frequent Travelers Affluent Users Gamers Hardcore Sports Fans SUV Shopper End of Year Rebates Hooked on Convertibles,How does Behavioral Targeting work?,What people say Registration Search What people do Website Categories and Pages Words How often they do it Frequency Recency,Visitors Navigate,V

4、isitors Are Assigned To Publisher created segments Segments,On Future Visits, Targeted Ads Are Served To Segment Members Regardless of Where They Go On The Site (Instead Of House or ROS),How to Measure Behavioral Targeting:Audience Composition,True metric of reaching the right audience Measures core

5、 value proposition of targeting Audience Composition: # Qualified / # Total Widely used in print media How does a leading airline make campaign allocation decisions for advertising in the print world?,Case Study,Collaboration between WSJ.com, Revenue Science, Global Airline Carrier and its Advertisi

6、ng Agency Conducted audience composition and advertising effectiveness study using Dynamic Logic tools Used Test/Control methodology Brand Metrics: Control Unexposed, Test IBT Exposed Brand Metrics: Control Unexposed, Test RON Exposed Audience Composition: Control RON, Test IBT,Behavioral Targeting

7、Delivers Significant Lift in Effectiveness for Branding Campaigns,Higher Composition across the board (115% to 145% lift) Better targeting can deliver higher compositions than nave targeting BT gives you brand lift over RON (on 5/6 metrics) In target brand lift is higher on 6/6 metrics When you get

8、the right people, they remember the message more. The BT campaigns are more cost effective than RON even if you dont count the brand lift!,Result = 115% lift inaudience comp.,Business Travelers 1+ Business Trips Per Year,Behavioral Targeting Delivers Significant Lift in Effectiveness for Branding Ca

9、mpaigns,Higher Composition across the board (115% to 145% lift) Better targeting can deliver higher compositions than nave targeting BT gives you brand lift over RON (on 5/6 metrics) In target brand lift is higher on 6/6 metrics When you get the right people, they remember the message more. The BT c

10、ampaigns are more cost effective than RON even if you dont count the brand lift!,Result = 145% lift inaudience comp.,Business Travelers 5+ Business Trips Per Year,*Statistically significant difference between Control and Exposed group at a 90% confidence level Lift = (Exposed-Control)/Control Please

11、 Note: Lift percentages are calculated from the actual Control and Exposed group scores, while the above presented scores are rounded, if attempting lift calculation using the scores above there will be differences from the actual lift due to rounding,American Airlines Campaign Results Right Message

12、 Target Audience,Message Association for the targeted business travelers experienced statistically significant lifts for all three messages. The following table compares the results for the Qualified Business Travelers Total Respondents: RON = 820; IBT = 373 Qualified Respondents: RON = 216; IBT = 210,Economic Case,CPT (cost per thousand targets): CPM/Composition ROS CPT: CPM: $35/0.263 = $133 Behavioral Targeting CPT: $60/0.563 = $106 RON is 25% more expensive than Behavioral Targeting,Where