The Carnegie Conference Walt Disney World Resort January 24, 2013

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1 Display Planning & Buying Real Time Bidding Custom Networks Nt Retargeting Rt ti Search Retargeting Dynamic Creative Data Management Display Campaign Design & Audience Management The Carnegie Conference Walt Disney World Resort January 24, 2013

2 So, Why Do We Want To Discuss How To Build A Display Strategy? That s Why!

3 So, Why Do We Want To Discuss How To Build A Display Strategy? Now that s enough to set your hair on fire!

4 So, We Want To Simplify This Process... Keep A Few Ideas In Mind When Starting To Plan: Traditional media planning approach still works today Reach & Frequency Don t think sitesfirst, think audience first Use the assets you have to build from you already have a ready audience Data is the key to knowing and building your audience outreach to drive new visits RETARGETING

5 A Variety Of Ways To Buy Display... Site Sponsorships Pay a premium for specific placement at specific times

6 A Variety Of Ways To Buy Display... Site Sponsorships Pay a premium for specific placement at specific times Networks Networks have access to publisher inventory they are authorized to sell Transparency of sites, lower CPM s Network Process Example of Network Sites

7 A Variety Of Ways To Buy Display... Site Sponsorships Pay a premium for specific placement at specific times Networks Networks have access to publisher inventory they are authorized to sell Transparency of sites, lower CPM s Exchanges single market for buyers and sellers / RTB Real Time Bidding (auction) Some transparency Layering of data Lowest CPM s Exchange Process Exchange Service Providers

8 A Variety Of Ways To Buy Display... Site Sponsorships Pay a premium for specific placement at specific times Networks Networks have access to publisher inventory they are authorized to sell Transparency of sites, lower CPM s Exchanges single market for buyers and sellers / RTB Real Time Bidding (auction) Some transparency Layering of data Lowest CPM s CPM Purchasing $X for 1,000 impressions delivered

9 Keeping It Simple Structure Of A Display Media Plan Outreach 7 Prospecting Lifestyle Outreach Outreach 5 Outreach 6 Prospecting 2 nd Party Data Prospecting 3 rd Party Data Retargeting 1 Retargeting 2 Retargeting 3 Frequency Audience Segmentation Data Collection Primary

10 Audience Management begins with iha simple notion... Websites Generate Audiences And these audiences are highly engaged: 1 in 4 never use sources outside the web 8 of 10 apply online 72% arrive at least 2 weeks prior to conversion Who s Your Audience? Source: Google Eduweb Study 2012

11 Well, they are coming to your site everyday Branding / Reputation School Website Search Engines Brochures Teachers / Advisors Social Networks Reviews / Ranking Family / Fi Friends You Are Deeply Invested InYour Audience Traffic

12 It Makes Sense To Communicate With Your Site Visitors First... After All, you ve already reached them... they know who you are, and what you offer... and they have demonstrated their interest... IN YOU Retargeting Delivers Your Message With Frequency

13 But Retargeting gis More Than Firing Ads At The Same Prospects Over and Over Building Block 1

14 But Retargeting gis More Than Firing Ads At The Same Prospects Over and Over Retargeting Provides Three Essential Building Blocks To Your Marketing Program Building Block 1 Frequency Audience Data Segmentation Collection

15 So, Let s Take These One At A Time... Retargeting I Frequency Is The Key Conversion Driver 87% of converters visit a site at least twice before converting 13% 12% 18% 25% 32% Frequency of Repeat Visits to Site Before Conversion (Converters, Jul Sep 11)

16 Retargeting II Audience Segmentation Create Lists Based On Interest Digital Strategy Takes Shape With An Organized Audience

17 Customize Creative To Prospect Interests Law School International Master s s Transfer Students

18 Retargeting III Data Collection To Build Outreach Data collected from your Site Visitors identifies Site preferences Retargeting Sites WPI Retargets Visitors Deliver ads on sites chosen by visitors Build Site List For Outreach WPI finds similar visitors to Retargeting audience Increase new traffic Outreach thru your data Youtube.com Sparknotes.com Huffingtonpost.com Answers.com Bird s Of Feather, Flock Together

19 Retargeting Results Snapshot Advertiser: University with 15,000+ enrollment Objective: Build Brand, Increase Applications Campaign One Targeting United States Campaign Two Targeting International Solution: Retarget Site Visitors Flight: Nov. 21 thru Dec. 31 Campaign Performance: Campaign Clicks Imp s CTR International 2, , % United States 1, , %

20 Data Driven New Audience Outreach Look A Like Networks Constructed Through Higher Education Marketing Campaigns Building Block 4 Prospecting 2 nd Party Data Building Block 1 Rt Retargeting ti Frequency Building Block 2 Rt Retargeting ti Audience Segmentation Building Block 3 Retargeting Data Collection Primary

21 Identify Networks That Have A Track Record With Your Desired Audience Networks should not be shotgun efforts Aggregated data from multiple campaigns in category can fast start your campaign View Thru Conversion Networks Implement Interest focused Networks: Undergraduate Graduate International Studies Engineering Law Etc.

22 Data Driven New Audience Outreach Building Block 4 Prospecting 2 nd Party Data Building Block 5 Prospecting Third Party Data Building Block 1 Building Block 2 Building Block 3 Frequency Audience Segmentation Data Collection Primary

23 Use Of Third Party Data To Reach Your Audience Behavioral Targeting direct ads to those people actively searching and visiting sites relevant to Higher Education o Purchase uniques or cookies provided by third party providers Blue Kai Keyword Targeting contextually direct ads to site pages than contain the keyword or phrases you wish to be associated. Use of online data sources is expanding rapidly; expensive relative to benefit Data s role in the online display economy is integral yet, still largely developmental Look to proven traditional data sources to pinpoint your audience

24 Case Study of Applying 3 rd Party Data offline To Reveal Audience Objective: Build a digital program to reach concentrated geo s of students that: 1) academically qualify for admission, and 2) have the financial means to afford a college education. Solution: Run a statistical analysis of over 50,000 high school names from Carnegie database based on GPA and Test Score data Weight this sample group to represent the population of each state Run data through PRIZM segmentation software to determine dominant characteristics Merge Dominant characteristics into database of 30,000+ zip codes appended by selected data Create index driven database for quick sort capability by Geo

25 PRIZM Clusters Define Neighborhoods.

26 Match Audience Target To Geography Primary Clusters Lake County, IL Target

27 Match Audience Target To Geography Primary Clusters Lake Zurich 60047

28 Match Audience Target To Geography Primary Clusters Lake Zurich 60047

29 Match Audience Target To Geography Primary Clusters Lake Zurich County, IL Target

30 Reach Your Audience Through Lifestyle Attributes Building Block 7 New Audience Outreach Lifestyle Building Block 5 New Audience Outreach 2nd Party Data Building Block 6 New Audience Outreach 3rd Party Data Building Block 1 Building Block 2 Building Block 3 Frequency Audience Segmentation Data Collection Primary

31 Prospect New Audience Based On Lifestyle Data Sites can be packaged to match audience lf lifestyle l many exist that do a quality job Google Placement is great tool for this purpose Improves reach beyond your primary audience Develops new audience immediately and brand builds for longer term

32 Prospect New Audience Based On Lifestyle Data Sites can be packaged to match audience lf lifestyle l many exist that do a quality job Google Placement is great tool for this purpose Improves reach beyond your primary audience Develops new audience immediately and brand builds for longer term

33 Conclusions Run Your Retargeting and Outreach together allows for better budget management Run campaigns across all Devices and measure audience engagement Video ad inventory is growing rapidly and video ads viewed are 2x greater than last year Identify providers with skill in higher education specifically and understand your marketing challenges Thank You!

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