1. Behavioural Targeting Matching Media & Creative Stephen Neville

2. Agenda What is ‘behavioural targeting’? New skills required Why bother? Data and Privacy Summary

3. What is ‘Behavioural Targeting’? Targeting ads to consumers whose behaviors indicate that a product category is relevant to them. This is not a new idea

4. Evolving landscape. New skills required Reaching consumers based on their digital footprint Newspapers Magazines Websites TV shows Context (Inventory Based) Audience (Data based) V.S.

5. Data underpins behavioural advertising

6. Behavioural Targeting Techniques Fishing the pool dry Finding new pools to fish Finding the fishes best friend

7. Fishing the pool dry In market for a car Aged 25-34 Loves Art & Design

8. Fishing the pool dry Finding new pools to fish Finding the fishes best friend Behavioural Targeting Techniques

9. Finding new pools to fish

10. Fishing the pool dry Finding new pools to fish Finding the fish’s best friends Behavioural Targeting Techniques

11. Finding the fish’s best friends

13. Tell us what you think at Facebook.com/PUMA UK Men 18+ 9,119,02 UK Men 18+ 9,119,02 UK Men 18-34 5,736,580 UK Men 18-34 5,736,580 Men 18-34 in London 1,335,800 Men 18-34 in London 1,335,800 Men 18-34 in London who like Football 146,280 Men 18-34 in London who like Football 146,280 Men 18-34 in London who like Arsenal or Chelsea 92,360 Men 18-34 in London who like Arsenal or Chelsea 92,360 Social Targeting. Lots of little = big v.s. 760 Premier League Games + FA Cup + Carling Cup + Europe + Championship + 1 st, 2 nd, 3 rd divisions…

14. Gatwick to Alicante Manchester to Barcelona From £59.99 From £63.99 Manchester to Geneva From £74.99 Optimising display media to behaviour 123 routes 6 Price points per route 4 backgrounds 42 images X= 123,984 ads XX 1236442

15. So why bother?

16. Media owners can turn lead into gold +108% Source: Network Advertising Initiative, 2009

17. Clients benefits are even stronger +143% Source: Network Advertising Initiative, 2009

18. And spend will continue to increase

19. Data and Privacy

20. Zuckerberg: Yeah so if you ever need info about anyone at Harvard. Just ask. I have over 4,000 emails, pictures, addresses, SNS Friend: What? How'd you manage that one? Zuckerberg: People just submitted it. I don't know why. They “trust me”. Dumb f**ks Privacy? What privacy?

21. Consumers are concerned about data

22. Transparency matters

23. In summary, what does it mean for me? Agency: New skills needed Media Owner: Turn lead into gold Advertiser: Sell stuff more effectively Consumer: Less irrelevant ads to annoy me

24. Thankyou stephen.neville@zenithoptimedia.com CookieID: 12365473 Browsing History: The Economist, Fortune, IHT, National Geographic, Newsweek, TIME, The Wall Street Journal Interests: Lots of stuff Age Bracket: 18 - 24 Work Status: Overworked Income Status: Underpaid