ADVERTISE Big Data Advertising For Branding

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1 Big Data Advertising For Branding Leveraging data to connect with more of your most valuable audiences

2 What s Inside ADVERTISE THE HEART OF PROGRAMMATIC IS DATA KNOW YOUR DATA OPTIONS SELECTING THE RIGHT SOLUTION PROVIDERS IT S ONLY THE BEGINNING OF PROGRAMMATIC BRANDING

3 Introduction Most marketers view big data as a tool for driving conversions via digital advertising, but there are also significant opportunities to leverage data further up the funnel: to drive awareness and consideration, ultimately turning audiences into prospects. But before this can happen, it s important for brand marketers to understand the varieties of data available, and which are best suited for specific marketing objectives.

4 THE HEART OF PROGRAMMATIC IS DATA Data strategy is the future of everything we re banking on. We don t call data data. We call data people. 1 Deanie Elsner, former CMO at Kraft Foods Group 1 Ad Exchanger Kraft CMO: First-Party Data Fuels Content And Ads

5 THE HEART OF PROGRAMMATIC IS DATA Better data drives better advertising, regardless of the marketing objective. Today, as our lives continue to be increasingly digitized, more and more data points are being collected as people leave digital breadcrumbs with every online interaction. With this explosion of data, marketers are able to gain a deeper understanding of people and their behaviors than ever before. But how do you apply data and programmatic to branding campaigns? Brands know who they want to connect with: They have very specific personas and they know a LOT about these audiences. So why in the world are most brands still defaulting to buying A18-34, when that is not their most relevant audience? There IS a better way. Programmatic advertising networks and other ad-tech companies have made it their mission to make data actionable, enabling brand marketers to move beyond spray and pray advertising and instead: Uncover deeper insights on all of their addressable audiences in real time Target their most relevant and valuable audiences precisely (with meaningful scale) based upon their marketing objectives Buy high-quality, premium inventory effectively and efficiently Find their most valuable audiences at the precise moments in which they are most likely to be influenced This all sounds great...but where to start? First, let s get familiar with the data choices Quantcast 5

6 KNOW YOUR DATA OPTIONS Considered by many to be the Golden Goose, first party data is YOUR data.

7 First Party Data KNOW YOUR DATA OPTIONS Considered by many to be the Golden Goose, first party data is YOUR data. This refers to any information you own about your customers that you ve collected through a variety of platforms: your website, social, , POS, or CRM system. This data is an invaluable resource for understanding your existing customer base, prospects, and past customers, and it s useful for planning campaigns to engage them. Your first party data is not only valuable to you, it can also be leveraged as a data source for programmatic partners to model off of and target accordingly. Here are a few popular use cases: Target loyalty members with customized messaging to increase purchase behaviors, deliver promotional messages, etc. Marry recent on & offline converter data with real-time modeling to find more prospects who look like your converters Avoid targeting a specific subset of the audience. For example, your most loyal or frequent clients may not be as valuable to target if you re aiming to grow market share Validate your understanding of your most valuable audiences But what if you don t have a large customer base to target? Or your customer data points are limited? Or you re trying to reach a new or broader audience base? That s where second and third party data comes in Quantcast 7

8 Second Party Data KNOW YOUR DATA OPTIONS Second party data is when you purchase another company s first party data. This is often through a mutually beneficial partnership in which you share customer data with companies who have complementary products or services (i.e. a CPG brand sharing data with some of its biggest retailers or vice versa). This type of data often scales better than first party and can provide access and insights into new customers who are highly relevant for your brand. Third Party Data Third party data is the most common, and also widely available type of data. It s usually a consolidation of user information a data vendor acquires from multiple outside sources and publishers. The value of third party data is that it gives advertisers access to a range of offline and online behaviors and attributes, such as: Shopping purchases & behavior Demographic & psychographic characteristics Intentions and interests (search-based) Political affiliations Media habits Business attributes When selecting the type of data to use, it s best to start with what your campaign goals are. For example, if you are a CPG brand and are looking to increase market share, it would be important to start with partners who have the most real-time shopping behavior data. This data enables you to identify your competitors customers based upon their actual in-store purchases. You can also model that group to find people with similar behaviors, thus unveiling incremental audiences you may not have considered targeting before Quantcast 8

9 Third Party Data KNOW YOUR DATA OPTIONS Beyond shopping behavior, your ideal solution partner might also have significant intention/ interest and media habit data; such realtime insights will complement your account planning research and help to ensure you have identified your most relevant audience. From there, you can craft your precise audience model to target with your ads, and with the right levers and messaging, this campaign has a greater likelihood of success because you are reaching only those audiences that are most relevant to increasing your market share Quantcast 9

10 SELECTING THE RIGHT SOLUTION PROVIDERS Many brands that are currently leveraging data and/or programmatic cannot say what their evaluation criteria was in selecting their partners.

11 SELECTING THE RIGHT SOLUTION PROVIDERS Let s get real. Many brands that are currently leveraging data and/or programmatic cannot say what their evaluation criteria was in selecting their partners. When programmatic and big data started getting a lot of hype a number of years ago, marketers felt pressure to jump in, and fast. But however far you ve gone in trying early solutions, it is never too late to ensure you are partnering with the right guys to drive the business results you need. It is ok, and often ideal, to identify multiple partners; maybe one partner serves your lower funnel conversion needs best, while another helps you identify and target your incremental audience opportunities best. With numerous solution providers out there, how do you vet and select the right partner(s)? Ultimately, you want to look for a partner that offers high quality data and can also leverage that data to meet your specific marketing objectives. Keep in mind that those objectives will probably evolve and change regularly Quantcast 11

12 Data Quality SELECTING THE RIGHT SOLUTION PROVIDERS Not all data and programmatic solution providers are the same, even if they may often sound the same. Here are just a few critical questions to help you differentiate them and identify the right partner(s) for you. Q What unique data sources do you have access to? A Most ad-tech companies have access to the same third party data sources. It s important to look for partners who can bring their own unique data to the table. Q How often is your data refreshed? A For targeting interests and intents that may be fleeting in nature, it s important that you use the freshest data possible. Using older data can lead to wasted impressions on people who are potentially out of market or no longer meet your targeting criteria. You can thank old data for your inability to escape that ad featuring the car you were in the market for three months ago. Q How is your data modeled? A Because raw data is often biased and limited in scale, most data needs to be modeled. It is important to use reliable data that is modeled using real-time behavioral trends (not generic cookiecutter models). Q Do you have proof of the accuracy of your data? A Even with demographic targeting, on average only 30% of ads served are in-target 2. Work with vendors who continue to invest in the quality of their data and who regularly work with 3rd party audience validation companies to ensure their data is accurate. 2 Source: The Wall Street Journal Marketers Question Quality of Ad-Targeting Data Providers 2016 Quantcast 12

13 SELECTING THE RIGHT SOLUTION PROVIDERS Data Activation Q Can you customize audience segments to my objectives, as well as grow with scale? A Canned off-the-shelf segments don t cut it anymore. Your target audiences should be unique to your brand and needs. Clearly define your audience reach goals (e.g.: reach 25M target uniques monthly) and find a partner who can deliver that reach without loosening your audience parameters, in days (not weeks). Q On which platforms can you target the audience segments? A You want to engage your audience across the channels and formats that will leave a lasting impression. Find out if they can target your audiences wherever they are. Display, video, mobile, social... Define your desired platforms, then deliver your messages via your desired ad formats. Q What additional insights can your data provide? A Partners with proprietary data can provide rich, real-time insights on who your most relevant audiences are, what their interests are, their media consumption habits and many more valuable insights that can help drive stronger campaign strategies and tactics. Consider such a partner that can grow with your brand and continually optimize to meet your evolving marketing needs. Q Will you do the heavy lifting? A Programmatic is meant to add efficiency and simplicity to your marketing mix. Work with a partner who understands your goals and can make your life easier by optimizing campaigns to target more of the right people. When you are challenged to find more of your addressable audience with greater efficiencies (what brand doesn t have this challenge?), the right programmatic partner can do all the heavy lifting for you and deliver bottom line results that brand marketers have been yearning for Quantcast 13

14 IT S ONLY THE BEGINNING OF PROGRAMMATIC BRANDING Programmatic vendors are constantly innovating to develop solutions that meet marketers needs.

15 IT S ONLY THE BEGINNING OF PROGRAMMATIC BRANDING All of the above is intended to arm brand marketers with the considerations they need to begin their journey into data. But this is only the beginning of big data and programmatic branding. Programmatic vendors are constantly innovating to develop solutions that meet marketers needs. The focus for many right now is on delivering more efficient and effective digital branding efforts. You can expect to see even more brand formats (including programmatic TV, native, and integrations with rich, impactful units) emerge in the future, along with quality inventory and brand controls that let you create more engaging brand campaigns while realizing the efficiencies and relevancy of programmatic Quantcast 15

16 About Quantcast Quantcast processes real-time data at the intersection of commerce and culture, providing useful, actionable insights for brands and publishers. Through Quantcast Measure, we have unlocked the data generated by millions of digital destinations, helping publishers and creators understand and grow their businesses in ways never before possible. With Quantcast Advertise, adaptive modeling and intelligent machines are utilized to help thousands of marketers around the world find and interact with customers anywhere they connect to the digital world. Our more than 600 employees are driven by the potential for big data to radically improve everyone s connected experiences and transform the way we all make sense of the world. To learn more about how Quantcast s Brand Solutions can help drive more effective branding for your business, contact us at

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