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Online Audience Targeting

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.

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Online Audience Targeting

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  1. Online Audience Targeting 2014 V12 Group Digital

  2. 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

  3. 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.

  4. 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.

  5. 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

  6. 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

  7. 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

  8. 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

  9. 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.

  10. 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.

  11. 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.

  12. 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

  13. 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

  14. 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: lpicconi@v12group.com

  15. Case Studies 2014 V12 Group Digital

  16. 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.

  17. 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

  18. 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

  19. 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

  20. 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 info@v12groupinc.com. 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

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