FutureFlowMedia. A New Weapon to Help Your Clients Reach Precisely-Target Audiences Hyper-Targeted Advertising

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1 FutureFlowMedia A New Weapon to Help Your Clients Reach Precisely-Target Audiences Hyper-Targeted Advertising Under Pressure to Get Your Client s Message In Front of More of the Right People? As a media buyer or interactive marketing specialist at an agency, your clients lean on you to figure out how they can cost-effectively get their message in front of more of the right people people who want to hear from them because the offer is highly relevant. Brand building, lead generation, and revenue growth all flow from that initial, relevant customer engagement. Print, broadcast, online advertising, social media, and dozens of other traditional tactics exist to get the message out but most are expensive, not sufficiently targeted, and hard to measure. The challenge is even greater if your ideal customer has a very specific demographic or psychographic profile that is hard to reach through traditional communications channels. Or maybe, existing programs are delivering results but your client just needs more. Broad Reach and Precision Targeting: Revisiting List Rental Let s face it, list rental suffers from a bad reputation. Too many disreputable list purveyors push cheap, large databases of stale addresses that were gathered using questionable practices definitely a case of buyer beware! It s easy to see why many marketers have kept away. Fortunately, list rental has recently experienced a rebirth. Led by companies like Future Flow Media, Hyper-Targeted Advertising has emerged as a powerful, high-integrity marketing strategy to reach large, receptive audiences. Rental lists are available on a per-use basis. You supply the creative and we send the on your behalf to protect subscriber privacy and ensure anti-spam compliance. Campaigns should drive recipients to your landing page where you can obtain prospect information and permission, thereby building your in-house list for additional follow-up and marketing. To achieve this, list rental campaigns typically offer a product promotion, sweepstakes, registration for a free seminar or white paper, or simply a request for more information. In contrast with list rental, some list owners and brokers sell lists and provide the actual database of names and addresses. Those lists always lack explicit subscriber permission and using them will likely expose you and your clients to anti-spam penalties. Hyper-Targeted Advertising with Future Flow Media Future Flow Media is at the forefront of the reinvention of list rental marketing. Over the past 2 years, thousands of leading companies and agencies have discovered how second generation list rental , with the assistance of a high-integrity service provider, enables precision delivery of relevant messages to large audiences of eager recipients. Critical technical, business, and social media developments over the past couple of years have been combined and harnessed by Future Flow Media to enable Hyper-Targeted Advertising: The development of business relationships with a very large number of reputable permission databases and opt-in paths, such as major magazine publishers and popular websites, to provide access to a truly huge, aggregated database of high-integrity opt-in subscribers who want to receive relevant offers and content. The explosion of available personal information, thanks to social media and other public or permissionbased sources, and the development of technology that integrates with these sources to automatically expand subscriber profiles to include over 150 fields of detailed demographic and psychographic information data that enables sub-segmentation and precision targeting like never before. The development of technology to automatically validate and cleanse data, so that large subscriber databases and all of the associated profile information is refreshed and updated every days

2 The following table explains how Future Flow Media s Hyper-Targeted Advertising delivers: Absolute subscriber permission integrity Vast audience reach Precise targeting thanks to 150 subscriber profile attributes Recipient relevance 100% subscriber data accuracy and day freshness 100% delivery 50% or greater boost in open and click performance Expert, high-touch service Hyper-Targeted Advertising with Future Flow Media Permission Integrity 100% Permission-based Guarantee. Subscribers are gathered by reputable companies, such as major publishing brands, using the strictest permission-based practices that are fully compliant with anti- SPAM laws. Many have been through a double opt-in process, where the user didn t just sign up on a whim, but confirmed that they wanted to receive relevant messages. Scale 70 million consumer subscribers and 51 million business subscribers aggregated from hundreds of reputable partners Traditional List Rental Questionable gathering and scraping practices. Millions of subscribers from unknown, disreputable sources Ability to Target Recipient Relevance Accuracy and Freshness Sophisticated, automated mining of public data such as credit rating agency data and social media are used to cross-reference and expand each record to include 150 demographic and psychographic profile fields. This allows rifle-precision targeting by age, gender, income, residence location, home-ownership status, occupation, purchase tendencies, hobbies and interests, and much more. Never have marketers had the ability to select prospects with such specificity. Massive size of aggregated database and ability to precisely target means recipients receive only relevant messages Automated cleansing that checks validity and refreshes all profile data, enabling massive databases to be refreshed and updated every days Load up the bazooka and blast away List saturation and lack of relevance leads to high recipient fatigue and annoyance Data is generally older than 6 months with a high percentage of undeliverable or irrelevant addresse Deliverability Open and Click Performance Service Level 100% Delivery Guarantee. All list rentals are based on delivered totals, not just sent s Superior performance, averaging 10-15% open rates and 1-2% click rates with best-in-class results reaching 20-25% open rates and 3-5% click rates Gold Service Level Agreement: rapid response, performance optimization advice, best practices advisory, full QA, and extensive reporting. Because the actual list is not seen, a reputable, trustworthy list rental partner is crucial to success. You pay for all s but less than 70% delivery may be achieved Typically less than 6% open and 0.5% click rates Cumbersome paperwork, poor response, little expertise on best practices, spotty QA and performance reporting

3 Leading Agencies Have Discovered Hyper-Targeted Advertising Applications The usage of Hyper-Targeted Advertising is growing dramatically. Working with their agencies, thousands of companies from fast-growing start-ups to Fortune 500 leaders are successfully using it to quickly get their messages in front of huge and relevant audiences. The top applications of Hyper-Targeted Advertising campaigns include: brand awareness building lead generation in-house list building test marketing the response of different audience segments test marketing the response to different products/services testing different value propositions and messages Like all tactics, list rental is best used as part of an integrated marketing strategy. One popular strategy links list rental responses to re-marketing advertising, a recently introduced Google Adwords feature. After a recipient responds to an campaign, Google Adwords can target that individual with specific ads when they subsequently visit other websites. Industry Usage Consumer and business marketers in all categories have successfully used Hyper-Targeted Advertising, particularly in situations where precise targeting and greater audience reach are required. Business-to-Business marketers use list rental to reach users and decision makers with specific titles at specific companies or in specific industries. Some examples: Computing and Software: marketing IT products and services to companies of all sizes Building, Engineering and Construction: marketing building materials, tools, other products and services to contractors, engineering firms, property managers Manufacturing: marketing raw materials, products, services, equipment Professional Services: marketing accounting, legal, consulting services Healthcare: marketing drugs, products, and services to practitioners, hospitals, and labs B2B Financial Services: marketing banking, insurance, investment services Marketing and Advertising

4 Top uses of Hyper-Targeted Advertising by marketers in consumer industries include: Entertainment: promotion of TV shows, movies, sporting events, and concerts to audiences within specific geographic regions with relevant ages, genders, income levels, hobbies, entertainment interests, and more. Retail: retail stores and retail product manufacturers (furniture, clothing, jewelry, etc.) Health and Beauty: marketing drugs, treatments, drug stores, healthcare providers by specific medical condition, age, gender, lifestyle factors Travel and Tourism: destination tourism boards, hotels chains, individual hotel properties, resorts, theme parks Financial Services: banking, investing, insurance Consumer Packaged Goods: marketing food and household products Telco: marketing telephone, mobile, Internet, cable/satellite TV Real Estate: property managers and developers Automotive: the world s largest car makers promoting new products and engaging enthusiasts in contests and social media campaigns; local dealerships promoting special sales events to active buyers with an interest in their brand Restaurants Education: higher education, continuing education, private schools Political: promoting candidates and lobby coalitions Non-profit: membership and fundraising drives

5 The Results open and click rates vary due to many factors, including of course the appeal of the offer and the effectiveness of the and landing page designs. In all cases though, Hyper-Targeted Advertising s enhanced ability to precisely target specific profiles enables marketers to deliver more relevant messages and realize better campaign performance. Results also vary by industry, with top performers including real estate, tourism, and financial services. The success that marketers are realizing with list rental is also evident in the fact that the majority of companies who test it make list rental a staple in their marketing plans: over 90% of companies that use list rental run more than 3 campaigns a year and the most successful companies run dozens or hundreds of campaigns each year to promote different products or target different markets with specific messages. Across thousands of campaigns, average open rates typically run 10-15%, with top performers routinely achieving 20-25% while click rate averages are 1-2%, with top performers achieving 3-5%. Selecting the Right Partner Since marketers do not have direct access to the rental list and do not manage the distribution, they must operate with blind faith in their list partner. Clearly a reputable, trustworthy, and responsive partner is critical to campaign success. When selecting a partner, you should look for someone who: has a proven methodology for managing and leading you through the entire campaign or media planning process spends the time to understand your requirements in order to compile the best fitting list possible has the expertise to advise on best practices for creative design has solid processes for managing the setup and thoroughly testing all aspects of the campaign, including split testing and optimization tracks the results and provides detailed analytics is painless to deal with you re busy enough already and don t need a provider you have to chase down and watch over. FutureFlowMedia Future Flow Media helps leading agencies and companies get the most relevant messages in front of audiences that are ready to buy. Our Hyper-Targeted Advertising is a new class of high-integrity, high-performance direct marketing that combines full-service consulting expertise, a proven campaign optimization framework, and the world s freshest, most targetable database of opt-in addresses. Find out more at