Presentación de Paul Dolan ,Xaxis by GroupM en el Innovation Day Advanced Targeting

1. Advanced Targeting
The Evolution of Audience Buying
May 2013

2. “Audience Buying is the practice
of acquiring ad impressions based
on characteristics known about a
particular user, rather than
buying ad inventory at a
site/content level.”

3. Agenda
• Who We Are
• How Did This Start?
• Audience Targeting Today
• Where Do We Go from Here?

4. Who We Are

5. We are Xaxis
We leverage data and technology
to help advertisers reach and
engage with audiences at scale
wherever they are in the digital
ecosystem
We see Digital Brilliance

6. Unrivaled Scale
GLOBAL
195 employees
in 20 markets
EXPERIENCED
320 billion
impressions
annually across
1,000+
clients
INTEGRATED
A complete data
management
solution for
marketers
UNIVERSAL
The most access
to data and
media sources
Headquarters Regional Offices
Norway
Sweden
Netherlands
United Kingdom
Denmark
Austria
Belgium
Germany
Italy
France
Spain
Turkey
Poland
Miami (Q2’13)
Mexico (Q2’13)
Canada
New York
China
Hong Kong
India
Vietnam
Thailand
Malaysia
Singapore
Australia
North America
Latin America
EMEA
APAC
London
Singapore
New York
Miami

7. How Did This Start?

8. It Begins with A Cookie…
Group M Academyl | March 20128
What is a cookie?
Text file store on your computer
How does it get there?
Transferred from the server to your Browser via
the HTTP protocol (code on the site or in ad)
Why are they used?
-Personalized onsite experience
-Login information
-Monitoring user behavior (onsite or with ad)
-Monitoring user views or interactions with ad
Who places them?
-Websites
-Publishers
-Analytics companies
-Ad servers
-Ad networks / DSPs / SSPs
-Xaxis

9. Cookies Stored in Databases
Group M Academyl | March 20129
Database
SEES AD
PERFORMS
SEARCH
VISITS
WEBSITE
Day 0 Day 2 Day 2
User is cookied
Mookie User ID Event 1 Event 2 Event 3 Event 4
12452… Saw Ad Campaign on Day 0 Clicked on Search on Day 2 Visited site on Day 2 Added item to shopping cart
…
…

10. The Evolution of the Marketplace
• Lack of
marketplace
transparency
• Multiple
intermediaries
involved in
display
transactions
• Relationship-
based sales
approach cannot
scale to vast
complexity of
decisions for
online buying
Hundreds of
companies in the
middle
Advertisers
• Supply far
outstripping
demand forces
sale into
secondary
market
• Publishers have
lost control of
their data and
inventory
distribution
• Advertisers
looking for
audiences across
multiple sites
Publishers
10

11. The Digital Landscape: Complex & Expensive
A
D
V
E
R
T
I
S
E
R
S
P
U
B
L
I
S
H
E
R
S

12. Technology and Data More Available
Data Availability
Auction-based
Buying Models
Dynamic Media
Buying Optimization
Technologies
• Proliferation of
available data sources
• Publishers becoming
data providers
• Decreasing cost of
access to data
• Publishers bypassing
ad networks and
providing inventory to
ad exchanges
• Ad exchanges moving
from blind / low
quality inventory to
transparent / higher
quality
• Access to inventory at
scale
• Demand-side
platforms dynamically
bidding for ad
impressions available
in exchanges
• Intelligent bid
management for the
most valuable users /
content
• Global campaign
reach, frequency and
pacing controls
Improving Transparency
Ad Verification, Opt-out technologies12

13. A Cluttered Ecosystem Faces Consumers

14. Audience Buying Offers A Way Through
the Clutter
Contextual
Targeting
Content as a Proxy for
Audience
Audience Buying
Audience regardless
of context
Target Outside Target
$$$
$$$
$$
$$
$$
$
$$$

15. Contextual Buying

24. Audience Buying

26. • Female
• Recent Mother
• High Earner
• Searching for New
Car Related Terms
• Recent Browsing
on Car Sites

27. • Female
• Recent Mother
• High Earner
• Searching for New
Car Related Terms
• Recent Browsing
on Car Sites

28. What Can We Do Today?

29. Audience Buying allows you to turn this

30. Into a targeted audience

31. And deliver your messages to the right people
Less Waste & Better ROI

32. And Aligns Audience Buying With
Consumer Lifecycle
The closer to checkout, the easier it
is to drive conversion
Suppose you are selling beauty products, which of the following
makes the best target:
Known buyer
of brands
products
Searched for
the brands
products
Surfs beauty
sites
Fits the demo
Moisturizer,
Face Cream,
Body Wash
18 -45,
Female,
Educated

33. Single Platform for All Audience Targeting
Retargeting
Customer
Response Model
Research
Segmentation
Intender
Converter
Response Model
Search
Retargeting
Interest
Customer
Audience
Data
33

34. Universal Data Drives Powerful Insight
Attribution
ROI
Ad Impact
Consumer
Insight
User Level
Analytics
Insight
34

35. Audience Targeting Engine
Income
Age
Gender Fitness
Sports
Occupation
DietersReal Estate
Education
Voter
Travel
Insurance
Health
Frequency = 3
Media = 8
Creative = 5
Frequency = 8
Media = 5
Creative = 10
Media = 5
Creative = 2
Available
Segments
Data Universe
Frequency = 10
Effective
Segments
Cost
Efficient
ROI
Impact
Attribution
Post Campaign
Optimization
Xaxis Overview | April 201335

36. Stories of Success

37. Xaxis Insight Drives Purchase
Major Retail Client
CHALLENGE
• Increase online conversions by delivering custom
messages to existing site visitors
APPROACH
• Capture site side browsing behaviors to implement
product-level retargeting campaigns
• Leverage advanced Xaxis analytics capabilities to
provide insight into trends in audience segmentation
RESULTS
• Delivered incremental sales lift at a 14:1 return on ad
spend (ROAS)
LEARNINGS
• Proved that conversion rate increased among audiences that were
exposed to multiple message types and that those who engaged with the
client’s brand spent more
Incremental
Revenue
Spend
eCommerce Lifts
Purchases

38. Xaxis Premium Lifts Purchase Intent
Consumer Packaged Goods
CHALLENGE
• Build awareness and purchase intent of brand
APPROACH
• Take advantage of above-the-fold inventory in a
premium environment
• Use a combination of brand lookalike and competitive
segments
RESULTS
• 42.1% lift in purchase intent
• 78% better lift in purchase intent than other partners
on the plan
LEARNINGS
• Leveraging above-the-fold inventory provided strong
brand lift and awareness
• Increases audience proclivity towards brand
• Succeeds under of a variety of data sets from lookalike
to competitive for a broad audience
0%
5%
10%
15%
20%
Control Exposed
XP Purchase Intent
0%
10%
20%
30%
40%
50%
Other Partners Xaxis Premium
XP Lift vs. Other
Partners
78% More Lift
XP Lift Vs. Other Partners
42% Lift

39. Video Targeting to Lift ROI
Consumer Packaged Goods
CHALLENGE
• Maximize sales and evaluate audience buying across
digital video
APPROACH
• Identify customers likely to generate efficient returns
and target with campaign messaging across an
expansive pool of digital video inventory
RESULTS
• 178% lift in ROI
• 23% increase in units velocity
• 20% increase in sales velocity
• 12% lift in new buyers
LEARNINGS
• Proved the value of audience targeting via online video
ExposedControl
12% Lift

40. Xaxis Impact Measures Impact
Staffing Agency
LEARNINGS
• Campaign is effective in driving leading staffing agency brand consideration and intent
CHALLENGE
• Drive awareness, consideration and intent across the portfolio of a leading
staffing agency in Europe to increase brand engagement in the US
RESULTS
• 13% LIFT within the consideration funnel
• 22% LIFT from people who influence hiring decisions processes
• 24% LIFT from people who are authorized to hire
• 65% LIFT from people who prefer using this a leading staffing agency for their hiring
process and decisions
APPROACH
• Reach Top Level Managers and HR Professional Decision Makers
• Utilize Xaxis Premium to reach the desired audience in order to help drive
awareness and consideration
• Employ Xaxis Impact to measure brand and perceptual metrics
• Audience split into test/control based on campaign exposure
• Surveys Executed across both groups
• Scientific measure of lift on key brand metrics

41. Where Do We Go From Here?

42. Advanced Targeting via Audience Tiers
Demonstrated
Affinity
Inferred
Affinity
Revenue
Capture
Demand
Generation
! ≈
$
INTEREST
MODELED
DATA
INTENDER
SEARCH
RETARGETING
RETARGETINGCUSTOMER
AUDIENCE
DISCOVERY
42

43. Affinity Tier Definitions
43
INTEREST
MODELED
DATA
INTENDER
SEARCH
RETARGETING
RETARGETINGCUSTOMER
AUDIENCE
DISCOVERY
Engaging existing
customers directly
online
Re-messaging users
based on behaviors
carried out on
advertiser website
Retargeting consumers
online based on
previous search
behaviors
Messaging qualified
users based on online
behaviors that indicate
purchase intent
Customizing audience model
using data inputs such as on-site
conversion activity, purchase
habits, and CRM
Passive intent / demo / offline
purchase
Discovering new
customers to drive lower
funnel engagement

44. INTEREST
MODELED
DATA
INTENDER
SEARCH
RETARGETING
RETARGETINGCUSTOMER
AUDIENCE
DISCOVERY
Execution Tied to Consumer
Xaxis ROI
 Volume
 Sales
 ROI
Xaxis Impact
 Awareness
 Consideration
 Intent
Measurement
Commodity ReserveMedia
Always On
Campaign
FlightingBudget
Direct Response Brand BuildingMessage
44

45. Guide the User Down a Channelized Path
Xaxis TV
Xaxis
Radio
Xaxis
Premium
Direct
Response
45
4 Impressions
3 Impressions
Frequency Cap
4 Impressions
Drive Event
Creative Messaging
Capture Conversion
Deepen Engagement
Introduce the Brand or Product
Reinforce Messaging

46. A New Age for Radio
In more places, now addressable and targetable
46

47. Plan Video Like Broadcast, Display Or Both
BRAND
RETARGETING
“Exposed to your TV ad 4 or more times”
SHOW CLUSTER
“Heavy Viewers of American Idol, X-Factor,
The Voice …”
SHOW GENRES
Sports, Sitcoms, Documentaries, Soap, Cartoon,
Travel/Holiday, Kids/Children, Drama, Makeover, News,
Cooking, Reality, Comedy, Music, Home Improvement,
Awards, etc.
COMPETITIVE
TARGETING
“Exposed to ‘Brand B’ TV ad 3+ times”
DAYPART Morning, Daytime Network, Daytime Cable, Prime
Access, Primetime, Cable Primetime, Late Night, etc.
VIEWING HABITS “Light TV viewer making $100K+ a year”
47
Standard
Segments
Custom
Segments

48. Bring Your TV Audience Online
Frequency
Incremental
Reach
Bring the power of TV planning
to digital video buys through Audience Targeting
• Leverage Nielsen TV data and Nielsen household data to unite
these two data universes and make them targetable online.
• Allows for standard planning process against the rest of the 1st
and 3rd party data universe, as well.
48

49. AIRPORTS · BARS · CAFÉS · GAS STATIONS ·
HEALTH CARE · HEALTH CLUBS · MALLS ·
OFFICES · RESTAURANTS · RETAIL STORES ·
TAXIS · TRANSIT
49
3rd Party Data Providers who
source their information Offline
Execute Digital Out-Of-Home & Online
Campaigns using the Same Audiences
High-Indexing Geos
(Lat-Long/ZIP+4)
EXAMPLE: Prospects
A25+
HHI $75k+
New Home Purchaser
Cookies

50. Online GRP Measurement
Bridging the Gap between Traditional and Digital Measurement
• Identifies the audience via registered user demographics
from Facebook
• Has the ability to evaluates unique reach and frequency
across TV and online campaigns
• Gross Ratings Points (GRPs) outputs for ad campaigns are
comparable to Nielsen TV Ratings
• First internet measurement system accredited by the MRC
• Independent third-party measurement from the leader in
digital audience measurement
• Census and panel-based measures
• Claims output measurements are comparable with other
media platforms for reach/frequency measurements
50

51. From Media Planning to Audience Planning
Build, Measure and Optimize by Audience Portrait
Xaxis Premium51
Portrait: Kids and Car Seats
• Female Purchase Decision Makers
• Shopping CPG – Heavy Spenders
• Female 25-54
Portrait: Soccer Moms
• Women – Work- Stay at Home
• Women – Home – Crafts & Activities
• Parenting-Children
Portrait: Working Moms
• Family Position Head of Household
• Women – Work – Career
• Events – Parents & Kids
12.7 mm
7 mm
10.3 mm
AudienceDe-Duplication
21.5
MM

52. Reach Audiences All Places Digital
High-Reach
Display
Video &
TV
Audio &
Mobile
Premium
Publishers
Social
Platforms

53. Thank You!
Paul Dolan
Managing Director, NA
Paul.Dolan@xaxis.com