Behavioral targeting has made amazing strides in its first decade, so what will the next ten years bring us as an industry? One of BT’s most experienced practitioners and evangelists, Jeff Hirsch, CEO, AudienceScience, imagines our next steps. How will behavioral targeting evolve and impact business and consumer habits? Jeff will explore the potential successes and pitfalls of BT. In the marketplace of tomorrow, data itself will be a new kind of currency, he predicts. By targeting smaller niche audiences with even smaller budgets, BT approaches can help position marketers to enter 2020 delivering 100% qualified audiences to marketers, and a seamless, non-intrusive and 100% relevant advertising experience to consumers.
Jeff Hirsch , CEO, Underdog Media
How To Put Real Behavior To Work For Your Brand
In these tumultuous economic times marketers must challenge themselves to think beyond conventional methods by executing advanced behavioral targeting. Though this approach can seem ambiguous and ethereal, Montes will endeavor to unveil Behavioral Targeting’s mysteries. He will go on to demonstrate how advertisers can use their data and consumers to create their own private branded behavioral networks. Montes provide examples of when he has seen real behavior effectively put to work in order to obtain the best ROI for a client. He will then draw from these instances to offer a strategy for successfully achieving this objective in the current state of the market with an eye on the future of the industry.
Agency Panel: Is Behavioral a Bargain?
Like everyone else in the ad industry, behavioral targeting is fighting recession fears by promising media buyers a world of cost-saving efficiencies and superior ROI. But do they? In our signature buy-side panel of experienced planners we explore whether and where BT really is a hedge against brand overspending and poor tracking. Are better targeting strategies enough to buttress display and brand campaigns against resilient search and performance ads? What behavioral disciplines are delivering the kinds of immediate, measurable ROI clients demand? Re-targeting, data mining, email personalization, segmentation? And do budget constraints and market fears put emerging platforms like mobile, ITV and social media on hold.
Rachel Ooms , Group Media Director, Moxie Interactive
Practicum: Saving Detroit One Auto Intender at a Time
Every consumer sector is under pressure to identify and convert the right online customer as efficiently as possible, but nowhere are the stakes as high this year as the auto industry. This panel of seasoned marketers use case studies and recent experience to showcase how one challenged segment leverages behavioral tools throughout the two to three month buy cycle. How do auto advertisers identify the best prospects at various points in the publishing funnel and follow them when they aren’t comparing models? What role does creative, the timing of offers, and context play in the effectiveness of BT campaigns in the auto world? What are the benchmarks and metrics for success and where and when does behavioral targeting show the most value to the auto industry’s media spend?
Robin Cooper , VP of Advertising and Business Development, Kelley Blue Book
Wendi Dunlap , Partner, Mediacom Interactive
Dillon McDonald , COO, Jumpstart Automotive Media
Matthew Reading , Director of Client Management, Omniture
Alyson Yaffe , Account Director, MediaContacts
Come Back Here! Retargeting to Scale
Even in flush times, retargeting has proven to be one of the most efficient sub-sets of BT techniques because it leverages an interest the consumer already expresses in your brand. Under constrained budgets, this approach also can prove more efficient than standard display campaigns in grabbing those users again at a broader range of less expensive locations. Our panel of retargeting pros explores both the profit and the pitfalls of a retargeting program. Where are marketers spending a little more on the front end in customer acquisition, search, landing pages, custom creative, to realize the most bang from the back end of converting a lost browser into a paying customer. And is the downdraft economy really offering retargeters new bargain-basement inventory for recapturing the interested?
Behavioral Targeting: Establishing High Performance in a Shifting Market
Forrester Research Senior Analyst Emily Riley will review new research showing the growth and adoption of behavioral targeting for both marketers and consumers. Nearly one-quarter of online marketers now use behavioral targeting (BT), but the industry faces several problems. Publishers and advertisers have no common way to classify behavior or share data collection across providers. Additionally, consumer advocacy groups are demanding privacy standards to regulate data use. This presentation will outline how to set up a successful behavioral strategy that maximizes ROI without alienating consumers.
As the FTC, state legislators, and Congress threaten to regulate online user tracking if the industry cannot police itself adequately, multiple players are rushing in to offer palliatives. The Interactive Advertising Bureau, the Network Advertising Initiative, the Future of Privacy Forum, and numerous consumer advocacy groups seem to be pursuing their own paths to a similar goal, self-regulation. But are they working together or at cross-purposes and with competing agendas? Now that regulatory agencies have tossed the ball back into the marketing industry’s court, which of us is picking it up, and are the new policy pundits all on the same team. We bring representatives from most of the parties together to discuss the state of self-regulatory policy. Who will make it? Who will enforce it? And will everyone even follow it?
Wendy Davis , Senior Writer, MediaPost Communications
Steve Baker , Author, The Numerati, BusinessWeek
Jerry Cerasale , Senior Vice President, Government Affairs, The Direct Marketing Association
Jules Polonetsky , Co-Chair and Director, Future of Privacy Forum
Now more than ever marketers need a clear understanding of who and where their target is. Creating an accurate profile of your online audience determines how efficient your media spend can be and the best tactics for reaching them. This panel explores how marketers use behavioral data to target consumers, whether it be to drive awareness, grow their customer base or message to existing customers. What are the differing approaches used for branding and for direct response? Which strategies have worked and which ones haven’t lived up to expectations? What advancements would excite marketers and allow for better targeting?
Richard Astley , General Manager, Videology
Amy Auerbach , Senior Partner, Media Planning Director, MediaCom
A new generation of data doyens emerged on the scene in the past year or so who parse online behaviors in new ways and also package and sell audiences differently. From behavioral network exchanges to targeting technologies that leverage social networks, personal affinities, and media sharing, among other cyberspace behaviors. But are these folks bringing value to the ecosystem and truly justifying the added effort and expense they incur? Are we over-automating both the reading of behavioral data and execution of ad campaigns. We welcome a new generation of data tools to the BT barbeque by warming up the OMMA Behavioral grill and posing questions from our moderator, live audience and online readership.