Interactive Brand Communication Class 9

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Interactive Brand CommunicationClass 9

• Targeting the Internet Consumer
• Kuen-Hee Ju-Pak
• CSUF

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Featuring Today

• The Concept of Targeting
• Benefits of Targeting
• Online Targeting Approaches

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Targeting

• Delivering the right content / ads to the right
  person at the right time
• A major advantage of the Internet over other
  media
• Necessary when developing the right content/ad,
  in media/site selection, and in advertising
  scheduling

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Benefits of Targeting

• Targeting minimizes wasted impressions
• Messages are received, perceived more positively
• Targeting increases interest and response

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Online Targeting Approaches
Targeting Based on Content and Context

• the most popular approach offline, the most
  simplistic approach online
• selecting sites or pages because of the fit
  between the content or context of the site and
  the expected interest of the target consumer

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Online Targeting Approaches
Targeting based on content and context

• Examples
• Use ESPN SportsZone to advertise sports wear and
  equipment (by content)
• Mercedes Benz ad in the golf area on ESPN to
  reach golfers, the high-income demographic. (by
  content)
• A car dealership ad in the classified ad section
  listing automobiles for sale (by context)
• Use keywords (e.g., sports) or text links on
  search engines (by content and context)

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Online Targeting Approaches
Targeting based on registration information

• users are asked to provide their personal
  information in return for something of value to
  them (e.g., free newsletters)
• example www.forrester.com
• refer to ZA book for tips on how to induce
  visitors to register

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Online Targeting Approaches
Use of cookies for targeting

• track visitors -- e.g., site visitors that go to
  the sports section numerous times could be
  tagged as sports people
• facilitate behavioral targeting
• used by ad or site serving services (e.g.,
  MatchLogic, Engage Technology)

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Online Targeting Approaches
Targeting through database mining

• target messages based on consumer profiles
  collected from cookies
• aggregates multiple databases to extract some
  patterned behavior and profiles for a number of
  sites
• example NetGravity Global Profile

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Online Targeting Approaches
Targeting through profiling personalization

• building customer databases
• segmenting users into affinity groups
• matching or customizing messages, promotions to
  groups 

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Online Targeting Approaches
Targeting through profiling personalization

• Recommendations as ads personalize content and
  make recommendations to customers based on
  previous inquiries and purchases (e.g.,
  Amazon.Com, CDNow)
• Personalization sending different messages (or
  promotions) to different targets (target software
  like NetPerceptions keeps learning about the
  visitor behavior and getting smarter to deliver
  targeted ads more effectively) 

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Online Targeting Approaches
Behavioral targeting

• Targeting based on actual behavior during visit
• e.g., Revenue Science
• classify users into one of eight categories (
  consumer techies, engaged investers, health
  enthusiasts, leisure-minded, opinion leaders,
  travel seekers, and so on)
• based on the kinds of subject matters they click
  on or demonstrate their interest in
• useful to those sites that dont ask visitors for
  personal information to view their content.

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Online Targeting Approaches
Targeting via ad management software

• e.g., MSN 8.0 or NetPerception 7.0)
• based on content and context
• cookie-based
• profiling
• geographic targeting based on the IP address, SIC
  code, Zip Codes
• session-specific targeting based on the browser
  type, domain, and computer platform (PC, Mac)
  used by the visitor in that particular visit or
  session
• targeting by demographics (MSN 8.0)

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Online Targeting Approaches
Third party targeting/ad management service
provides more and advanced features
Tracer tags single pixel images placed on pages
of the advertisers website so that activity on
those pages can be tracked and correlated to the
view or click of an ad Post-click analysis
tracks what people do at the advertisers site
after they click on the ad helps determine the
impact of the ad Post-impression (post-view
through) analysis can tell if exposure to an ad
leads to conversion (visiting the advertisers
site or pages related to the ad or taking action
desired) within 30 days of the exposure helps
determine the long-term effectiveness of a
creative/message or the effectiveness of the site
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Understanding Online Consumers
Presentation/Discussion Get together as a
two-person group, summarize and present the
information in one of the tables in the readings
list (to be distributed/assigned in class) to
class