Interactive Brand Communication Class 9 Targeting the Internet Consumer Kuen-Hee Ju-Pak CSUF

Featuring Today …  The Concept of Targeting  Benefits of Targeting  Online Targeting Approaches

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

Benefits of Targeting  Targeting minimizes wasted impressions  Messages are received, perceived more positively  Targeting increases interest and response

Online Targeting Approaches:  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 Targeting Based on Content and Context

Online Targeting Approaches: 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) Targeting based on content and context

Online Targeting Approaches:  users are asked to provide their personal information in return for something of value to them (e.g., free newsletters)  example:  refer to ZA book for tips on how to induce visitors to register Targeting based on registration information

Online Targeting Approaches:  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) Use of cookies for targeting

Online Targeting Approaches:  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 Targeting through database mining

Online Targeting Approaches:  building customer databases  segmenting users into affinity groups  matching or customizing messages, promotions to groups Targeting through profiling & personalization

Online Targeting Approaches:  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) Targeting through profiling & personalization

Online Targeting Approaches:  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 don’t ask visitors for personal information to view their content. Behavioral targeting

Online Targeting Approaches:  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) Targeting via ad management software

Online Targeting Approaches: Tracer tags : single pixel images placed on pages of the advertiser’s 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 advertiser’s 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 advertiser’s 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 Third party targeting/ad management service: provides more and advanced features

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