How to Get Your Content in Front of the Right Audience

How
to
Get
Your
Content
in
Front

of
the
Right
Audience
Data-driven audience targeting secrets revealed!
Jeff Sutton
Director, Audience Targeting, Advance Local
@jscottsutton
@TwitterHandle • #CMWorld

@jscottsutton • #CMWorld • #AudienceDataRules
A (thankfully) brief introduction . . .
About today’s presenter:
Jeff Sutton
Director of Audience Targeting,
Advance Digital
jsutton@advance.net
www.linkedin.com/in/jeffreysutton
@jscottsutton
With a background in digital marketing and a passion for big data, Jeff
is responsible for AudienceTargeting and Programmatic Strategy for
Advance Local, one of the largest media groups in the US with to 12
local media groups with 60 million readers across the country.

“Chromecast provides a path for Google
to gather extensive data about what
people are streaming, and when, to sell
video advertising to advertisers.”
Jackie Danielson
Century Interactive
http://www.centuryinteractive.com/b/chromecast-implications-for-advertisers/

Content and Native Marketing
The traditional way of seeing content
marketing or native advertising is
through the lens of the content that
is adjacent to the native ad unit.
This is considered non-interruptive,
which is a good thing . . .

But when it goes wrong . . .
But content targeting has
limitations - when it goes wrong,
it can go very wrong . . .

Audience Targeting for Content Marketers
Audience Targeting is the art and science of
using location, contextual, CRM, as well as
observed, declared, inferred and predictive
consumer data to reach those with interest and/
or intent, and at a moment of intensity, across
networks, platforms and devices.

1 Audience Targeting:
the basics

geo
targeting
300 B.C.
contextual
targeting
1700s
demographic
targeting
1930s - 1950s
psychographic
targeting
1960s -1970s
site and domain
targeting
1990s
predictive
targeting
2012
behavioral
targeting
2010
A brief history of Audience Targeting
cross-device
targeting
2015

The Traditional Mental Model of Marketing
Stimulus Second Moment of
Truth
First Moment of
Truth

And this gave us the funnel . . .
awareness
interest
desire
action

But it’s changed . . .
Stimulus First Moment
of Truth
Second
Moment of
Truth

And so has the funnel . . .
awarenessa
relevancer
conversionc
relationshipr
awareness
interest
desire
action

Unpacking the ZMOT
How do you get there?
• Desktop?
• Tablet?
• Mobile?
• Set-Top box?
• ?????????????????
•How do you live the ZMOT?

• Use Google or Bing search?

• Read on-line reviews?

• Visit blogs or forums?

• Use social media?

Why is this relevant?
Consumer to Business and Business to Business activity
observed in the Zero Moment ofTruth creates audience
targeting data . . . and here’s how it works

“Zola’s algorithm evaluates
people’s past, to predict
their future”
-Captain America, the Winter Soldier

It all starts with cookies . . .
A cookie is a small piece of data sent from a website and stored in a
user's web browser while the user is browsing that website. Every time
the user loads the website, the browser sends the cookie back to the
server to notify the website of the user's previous activity.
Cookie data, and device ID’s in the mobile space, are what give
marketers the ability to capture user behaviors and create data
segments.

The ingredients and the recipe matters . . .
Frequency
=Visit Count
Recency
=Number of
days counted
• Observed:

Typically first party, observed from
things like vehicle inventory or model search pages

• Declared:

Gained by filling out forms or providing
identifiers

• Inferred:
Can be indirectly associated by
identifying similar interests

• Predictive:
Uses data modeling to suggest future
purchase intent and timeframe

Key enabler: Data Management Platform
A data management platform is a data
warehouse that ingests, sorts and stores
cookie data in a way that's useful for
marketers and publishers

Inside a DMP . . .
Broad observed, declared
and inferred interests are
categorized into targetable
audience segments . . .

Demographic Targeting Data
On-line demographic
data goes beyond
gender, age and
household income . . .

Behavioral Targeting
Behavioral targeting uses
anonymous, non-personally
identifiable data gained from
online user activity like pages
visited, content viewed, searches,
clicks, and purchases to identify
in-market shoppers by interest.

Qualifying Behaviors
Many behaviors are
qualifiers that can be used
to improve audience
quality and reach

Speaking of cookies . . .
Off-line data from store loyalty
cards, (and credit reports & public
records) are moving on-line in the
form of non-personally identifiable
audience targeting data

How it works . . .
Notice the bar in
the lower left
corner of the
Chrome browser?

An auction occurs . . .
User visits
webpage
Exchange
announces
available bid to
bid manager
Bid Manager
evaluates
advertiser’s
targeting and
bids if a match
Auction occurs
Winning
exchange
serves ad

And ads are served . . .
These ads are relevant
based on the user profile
of the individual who is
viewing the page . . .

2 Platform Capabilities
Audience Targeting

It’s all about data . . .

Remember the Chromecast?

Device Level Targeting
Desktop:
1st Party Data
3rd Party Data
Geo
Demo
Content
Behavioral
Apps:
IDFA
Android_ID
1st Party Data
3rd Party Data
Geo
Demo
Content
Behavioral
Lat / Long
Mobile Web:
IDFA
Android_ID
1st Party Data
3rd Party Data
Geo
Demo
Content
Behavioral

Content & Native Targeting Capabilities
Largely geo and content based,
althoughTaboola supports
Bombora business data and CRM
ingestation

Targeting Capabilities by platform
Social Media platforms utilize their first-
party data around interests and behaviors
in addition to geo and content.
The also encourage CRM data uploads to
find your universe inside of theirs . . .

3 Applied
Audience Targeting

Social Media platforms are great
for content marketing — they
combine the best of native
platforms and audience targeting
platforms . . .
We’ll useTwitter as an example
of how to apply audience
targeting principals in a content
marketing frame . . .

They’re optimized with
outcomes in mind . . .

Target by geo down to the zip
code level, and target by gender

The ability to target devices
and platforms is useful,
especially as Apple continues
to make life more complex
for us as marketers.

The ability to reach those who
tweet with specific words or
phrases is content targeting in
theTwitter universe.

You can target those who
follow you or your brand,
as well as those who don’t
follow you — yet!
And interests are
targetable, too . . .

The ability to upload CRM
lists into theTwitter universe
is available on Facebook, too,
and is a powerful capability.

The ability to target those who
watch particularTV shows or
genres of show is powerful but
still a bit limited — but
remember the Chromecast!

The ability to reach those
who are in-market for a
product or service is really
useful, especially when aligned
with content.

Event targeting is still limited,
but it will be a powerful
capability once the capability
is built out . . .
And no, you can’t target
Content Marketing World —
yet . . .

Jeff Sutton
Director of Audience Targeting,
Advance Local
jsutton@advance.net
www.linkedin.com/in/jeffreysutton
@jscottsutton
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