Online audience targeting
This presentation is the property of its rightful owner.
Sponsored Links
1 / 20

Online Audience Targeting PowerPoint PPT Presentation


  • 73 Views
  • Uploaded on
  • Presentation posted in: General

Online Audience Targeting. 2014 V12 Group Digital. Multi-source file of response & compiled data. 110 Million US Households. 67 Million ePostal Records. 128 Million Phone Records. Over 260 Specific Data Fields. 1,000 Census Variables (ZIP & CRRT level). V12 Group Data.

Download Presentation

Online Audience Targeting

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


Online audience targeting

Online Audience Targeting

2014

V12 Group Digital


V12 group data

Multi-source file of response & compiled data

110 Million US Households

67 Million ePostal Records

128 Million Phone Records

Over 260 Specific Data Fields

1,000 Census Variables (ZIP & CRRT level)

V12 Group Data

V12 GROUP QUICK FACTS

V12 Group’s file is built from more than 40 compiled and proprietary data sources.

To ensure accurate targeting we combine postal, email, phone, and mobile data, as well as hundreds of selectors to improve targeting.

Data Quality and Verification

  • Each record must match two source inputs for a record to be considered

  • The file is matched against additional national files to triple verify and ensure deliverability

  • The file is updated monthly and re-built quarterly

  • The data meets all DMA privacy, security compliances and is fully CAN-SPAM compliant

  • NCOA, Deceased Scrub, Address Standardization and CASS

208 Million Consumer Records


Offline data sources

Offline Data Sources

V12 Group categorizes the data into 12 categories. With over 900 audience segments, V12 Group can help you reach the most relevant online audience or combine segments to create custom profiles.

Built from more than 40 compiled and proprietary data sources, V12 Group ensures accurate targeting.


Offline to online matching

Offline to Online Matching

V12 Group works with a large network of match partners that match consumers to anonymous cookies.

As consumers self-identify via email or postal address on a match partners site, the match is made, and all PII is stripped from the cookie. The cookie is then loaded with all pre-identified segments (i.e. Audi Driver, DIYer, etc.) the consumer was scored into offline, and sent to our partners for online audience targeting. V12 Group has 100mm US consumers online.


Segments

Segments

TRAVEL

Rewards Card Holder

International

Business

Cruises

Personal

Casino

Gambling

High End

AUTOMOTIVE

Automotive Enthusiasts

Motorcycle

RV Owner

Truck Owner

Luxury Buyers

Hybrid Buyers

By Brand

By Class

By Age

By Budget Range

In-Market Predictor

After-Market Repair Profile

ENTERTAINMENT

Read Fashion

Read Medical

Read Health

Read People

Read Entertainment

Read Sports

Avid Readers

Entertainment Enthusiasts

Music

Read World News/Politics

Interest in Cooking

Satellite TV owners


Segments1

Segments

BUYERS

LIFESTYLES & PURSUITS

SPORTS & FITNESS

Sports - General

Nascar

Golf

Scuba Diving

Baseball

Fitness

Football

Running

Snow Skiing

Great Outdoors

Basketball

Interest in Fishing

Interest in Hockey

Interest in Tennis

Likes Boating/ Sailing

Likes Hunting

Book

Female Apparel

Food

Home Décor

Home Improvement

Internet

Magazine

Mail Order

Male Apparel

Mail Order Children’s Product

Mail Order Clothing

Mail Order Cosmetics

Mail Order DVD Opportunity Seeker/Self

Improvement Enthusiasts

Pet

Sweepstakes/Contest

Consumer Electronics

Diet & Weight Loss

Video Game

Computer Game

Health & Beauty Product

Home Furnishings

Jewelry

Plus Size Clothing

Owns A Warehouse Membership

Value Hunter

Comcast Internet Users

Verizon Internet Users

Collect Special Foods

Children

Family

Infants & Toddlers

Elementary School

Middle School

High School Kids

Grandkids

Gardening

Voters

Healthy Living

Arts & Crafts

Collectors/Hobbyists

Luxury Life

Do It Yourselfers

Self Improvement

Democrat

Republican

Contributors

Owns a Cat

Owns a Dog


Online audience targeting

Segments

Male/Female

Age

Presence of Children

Presence of Adults

Dwelling Type

Education

Family Position

Homeowner

Household Income

Medium Home Value

Occupation

Religion

Geographic Location

Ethnicity/Race

Elders (80+)

Silent Generation (64-79)

Boomers (55-63)

Jonsers (43-54)

Generation "X" (27-42)

Millenials (18-26)

FINANCE

DEMOGRAPHICS

COMMUNITY & LANGUAGE

Arabic Speakers

Chinese Speakers

Pashtu Speakers

French Speakers

Hindu Speakers

Italian Speakers

Japanese Speakers

Korean Speakers

German Speakers

Polish Speakers

Russian Speakers

Spanish Speakers

Portuguese Speakers

Vietnamese Speakers

Hebrew Speakers

Asian

African American

Arab

Hispanic

American Indian

Caucasian

Income < $30K

Income $30K-$60K

Income $61K-$100K

Income > $100K

Bank Card Holder

Credit Card Holder

Investment/Retirement

Plans

Retail Card Holder

Wealth Top 10%

Wealth Top 20%

Wealth Top 30%

Wealth Top 50%

Owns a Premium American

Express Card

Owns a Discover Card

Owns a Premium Store or

Retail Card

Owns a Premium Visa or

MasterCard

Owns a Regular Amex Owns a Standard Retail

Owns Mutual Funds

Owns Stocks or Bonds

Adjustable Mortgage Interest

Rate

Balloon Mortgage Interest

Rate

Fixed Mortgage Interest

Rate


Segments2

Segments

B2B PROFESSIONS

PYCO PERSONALITY

TYPES & AUDIENCES

Energy Type

Information Type

Decision Type

Lifestyle Type

Information Gathering Type

Altruistic Buyers

Brand Loyalists

Careful Investors

Entertainment Champions

Social Media Users

Household Decision Makers

Status Conscious Luxury Buyers

Professional Online Network Users

Loyal Donors

Risk-Reward Investors

Traditionalists

Likely Twitter Users

CONSUMER PACKAGED

GOODS

Condiments/Spreads/Dressings

Baby/Toddlers

OTC Medicine/Cough & Cold

Deodorants

Soap/Facial Cleanser/Cosmetics

Hair Care

Oral Care/Shaving/Skin Care

Baked Goods

Snacks

Cereal/Breakfast Foods

Egg/Diary

Beverages/Liquor/Beer

Pet Food/Treats/General Pet

Meat/Poultry/Seafood

Side Dishes/Prepared Meals/Produce

Nutrition/Weight Loss

Household Cleaners/Laundry/Food Storage

Pilot

President

Manager / Marketing

Manager

Broker / Stock Trader

Insurance Agent

Real Estate Agent /

Realtor

Sales

Construction

Cosmetologist

Professional Driver /

Truck Driver

Laborer

Mechanic

Plumber

Dental Assistant /

Hygienist

Dentist

Health Care

Medical Assistant

Nurses Aide/Orderly

Pharmacist / Pharmacy

Therapist - Physical /

Occupational

Homemaker

Retired / Pensioner

Armed Forces

Army / Navy Credit Union Trades

Teacher

Nurse (RN / LPN)

Social Worker/Case Worker


Pyco personality data

PYCO Personality Data

PYCO Personality Profiles use a proprietary process that pairs a consumer’s name and postal address with hundreds of different data points to assign a highly accurate personality type.

  • 1,500 pages of complex algorithmic code

  • 320 discrete data points

  • 16 unique personality segments

    Is Your Prospect an Introvert?

    The type of buyer who makes methodical and fiscally responsible purchases.

    Is Your Prospect an Extravert?

    One who enjoys being the center of attention and invests in luxury goods and services?

    With these types of “deep-dive” insights, advertisers' are boosting ad engagement, tailoring creative and ultimately converting more users into customers.


16 personality types

16 Personality Types

Generals (ENTJ) Logical, decisive, strategic, and objective.

Strategists (INTJ) Independent, original, critical and private.

Inventors (ENTP) Assertive, outspoken and independent.

Builders (INTP) Skeptical, reserved, speculative and precise.

Supervisors (ESTJ) Systematic, practical, direct and conscientious.

Inspectors (ISTJ) Reliable, factual, steadfast and organized.

Persuaders (ESTP) Adventurous, fun and spontaneous.

Operators (ISTP) Logical, expedient, practical and factual.

Supporters (ESFJ) Traditional, thorough, responsible and sociable.

Defenders (ISFJ) Considerate, kind, sensitive and protective.

Entertainers (ESFP)Enthusiastic, playful, sociable and supportive.

Artists (ISFP) Reserved, sensitive, tolerant and observant.

Mentors (ENFJ) Expressive, loyal, enthusiastic and verbal.

Counselors (INFJ) Mysterious, intense, reserved and sensitive.

Advocates (ENFP) Enthusiastic, friendly, perceptive, and impulsive.

Dreamers (INFP) Virtuous, committed, reticent and caring.


Pyco personality types for iconic figures

PYCO: Personality Types for Iconic Figures

Barak Obama

ENTP

Inventors

Quick, ingenious, stimulating, alert & outspoken.

Resourceful in solving new & challenging problems.

Donald Trump

ESTP

Persuaders

Take a pragmatic approach &focus on immediate results. Theories & conceptual explanations bore them– they want to act energetically to solve the problem.

Julius Caesar

ENTJ

Generals

Frank & decisive & they assume leadership readily. Quick at seeing illogical & inefficient procedures & policies, and they develop and implement comprehensive systems to solve problems.

Albert Einstein

INTP

Builders

Seek to develop logical explanations for everything that interests them. Theoretical & abstract, interested more in ideas then in social interaction.


Pyco audiences

PYCO Audiences

Status Conscious Luxury Buyers - Status conscious and/or materialistic individuals.

Brand Loyalists - Loyal to the brands they trust and believe in

Entertainment Champions - Enjoys breaking entertainment news on celebrity reports/interviews, movie, and TV shows

Household Decision Makers - Controlling, strong willed, and opinionated

Loyal Donors - Generous and very likely to contribute to charity

Risk-Reward Investors - Great tolerance towards risk and volatility in the financial realm

Social Media Users - Engages in activities like browsing, interacting, and/or researching

Professional Online Network Users - Engages in activities like checking, updating, interacting and/or sharing professional information

Altruistic Buyers - Generous and compassionate individuals

Careful Investors - Least willing to take any financial risks

Traditionalists - “Old-fashioned” and conservative in thinking

Likely Twitter Users - Engages in activities like interacting, sharing, recommending, and/or broadcasting


Automotive data

By Class

By Model

Aftermarket

By Age

In Market Predictor

Vehicle Budget Range

Automotive Data

V12 Group’s automotive data is a subset of our offline consumer database covering 110 million US households. Our automotive data is comprised of over 130 million offline vehicle records, all matched at the household level.

The 100% privacy compliant file is compiled from a

proprietary collection of automotive services, including:

  • Parts Providers

  • Driver Statistics

  • Public Records

  • Government Sources

  • Warranties

  • Vehicle Maintenance

  • Title Services

  • Insurance

  • Manufacturer’s Promotions

By Brand


Why v12 group

Why V12 Group?

  • V12 Group is Nielsen-OCR verified

  • Provides full transparency on how data is sourced for all 900+ audience segments

  • PYCO Personality data

  • Offline triple verification process ensuring accurate data is attached to the cookie

  • Database meets all DMA privacy, security compliances and is fully CAN-SPAM compliant

  • NCOA, deceased scrub, address standardization, and CASS qualified

    Top Performing Verticals:

  • Demography

  • Travel

  • Finance

  • Lifestyle and Pursuits

  • PYCO Personality Profiles

    FOR MORE INFORMATION:

    Lynette Picconi

    P: 720-435-6694

    E: [email protected]


Case studies

Case Studies

2014

V12 Group Digital


Pyco personality case study

PYCO Personality Case Study

Niche luxury retailer was to release leather goods, handbags and accessories collection at a more moderate price point.

CHALLENGE

Reach middle to high-income female shoppers who were brand conscious, luxury buyers.

SOLUTION

By running an A/B split test we were able to leverage V12 Group’s PYCO Personality Data and target consumers who were known brand buyers based on their PYCO Personality score up against a selection of V12 Group segments, including higher income, luxury, and who were known offline apparel shoppers.

RESULTS

The retailer’s return on ad spend was 290% over the course of the campaign.


Pyco personality case study1

PYCO Personality Case Study

DATA SOURCE INFORMATION

  • PYCO > Information Gathering > Feelers(S/F: Sensing/Feeling)

  • Lifestyles & Pursuits > Luxury Lifestyle

  • Entertainment > Reads Fashion

  • Buyer > Female Apparel Buyers

  • Income > $80k+

    METRIC

  • PYCO CTR: 5.2%

  • V12 Group’s CTR: 2.8%

  • Ad Engagement: 10.6%

  • CPA: Compared to RON campaign, V12 Group’s Strategy and data targeting reduced the retailer’s CPA from $94.13 before V12 Group data targeting to $37.41 over the 45-day campaign

V12 GROUP DATA SEGMENTS

PYCO > Information Gathering > Feelers: 40,446,500

Lifestyle & Pursuits > Luxury Lifestyle: 22,445,500

Entertainment > Reads Fashion: 9,577,200

Buyer > Female Apparel Buyers: 40,471,600

Income > $80k: 26,447, 360

DATA SEGMENT MIX


Automotive case study

Automotive Case Study

American automotive manufacturer released a new Crossover model for 2013.

CHALLENGE

Automotive manufacturer looking to target customers interested in a crossover vehicle. Goal of the campaign was to drive potential customers to online brochure and request a test-drive at a local dealer.

SOLUTION

Completed a 90-day campaign leveraging rich media 728x90, 300x250 & 468x60 across premium media and targeting the associated V12 Group automotive segments.

RESULTS

  • 20 times more likely to click on the targeted ads.

  • During the first month of the campaign, the auto retailer saw a 57% increase in unique users over the previous 90 days before campaign launch.

  • The auto maker website received a 21% growth in email leads and phone leads increased by 63% during the first month of the campaign


Automotive case study1

Automotive Case Study

DATA SOURCE INFORMATION

  • Auto Class > Crossover Owner

  • Auto Class > SUV Owner

  • Auto Class > Truck Owner

  • Auto Class > Luxury

  • In-Market Predictor > SUV

    METRIC

    CPA

    V12 GROUP DATA SEGMENTS

  • Auto Class > Crossover Owner: 1,071,200

  • Auto Class > SUV Owner: 5,347,500

  • Auto Class > Truck Owner: 4,598,640

  • Auto Class > Luxury: 2,923,760

  • In-Market Predictor > SUV: 3,657,400

DATA SEGMENT MIX


Privacy

Privacy

V12 Group uses offline consumer data (e.g., demographic, purchase and interest data) in order to create non-personally identifiable audience segments that are used for online ad targeting.

V12 Group takes consumer privacy very seriously. We provide this online data privacy policy to help you understand what V12 Group does and outline your choices regarding how we use the information in our care. It is our goal, to meet or exceed current industry privacy standards. If you have any questions about our company or our privacy practices, please feel free to email us at [email protected]

V12 Group is a member of the Digital Advertising Alliance. For more information about the

Digital Advertising Alliance, please visit www.AboutAds.info We are also members of the IAB and DMA.

For more information or to view our Privacy Policy, please visit: http://www.v12groupinc.com/v12group_privacy_page.html


  • Login