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+. Partnership. Audience Insight. Targeting Opportunities. Combining the reach of Microsoft Advertising with the in-depth audience insight of Experian . Enriching Microsoft Advertising’s user database with Experian’s massive offline dataset.

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slide1

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Partnership

Audience Insight

Targeting Opportunities

Combining the reach of Microsoft Advertising with the in-depth audience insight of Experian.

Enriching Microsoft Advertising’s user database with Experian’s massive offline dataset.

  • Targeting offline metrics online through two advanced profile offerings:
  • Advanced Profile Segments
  • Mosaic segments
advanced profile targeting from experian
ADVANCED PROFILE TARGETING FROM EXPERIAN

Go beyond standard demographic attributes with insights such as:

  • Life Stage
  • Gross Family Income
  • Education
mosaic segments from experian a deeper demographic
MOSAIC SEGMENTS FROM EXPERIANA DEEPER DEMOGRAPHIC

Dive deeper and sharpen your focus with socio-demographic characteristics.

  • Demographics
  • Behaviours
  • Purchase Choice
  • Lifestyle Choices
  • Recreational Activity
  • Investment Behaviour
  • And more…
mosaic segment examples
MOSAIC SEGMENT EXAMPLES

Use Mosaic profiling to precisely target your core audience

LIFESTAGE – New Families

TRAVEL – Family Holidays

INDEX: 999

INDEX: 999

GROUP G: CAREERS AND KIDS

Families with Young Children where both parents are likely to earn solid incomes providing for a comfortable modern home

TYPE G33: MILITARY DEPENDANTS

Servicemen and their families renting quarters from the Ministry of Defence

INDEX: 407

INDEX: 537

GROUP B: PROFESSIONAL REWARDS

Experienced professionals in successful careers enjoying financial comfort in suburban or semi-rural homes

TYPE G31: DOMESTIC COMFORT

Families with high incomes derived from managerial positions and considerable property wealth in their suburban detached houses

INDEX: 282

INDEX: 402

GROUP F: SUBURBAN MINDSETS

Maturing families on mid-range incomes living a moderate lifestyle in suburban semis

TYPE J43: STREETWISE KIDS

Large young families with many single parents, often unemployed and claiming benefits, living on deprived council estates

how this works
HOW THIS WORKS

How can we provide advanced online targeting while preserving the anonymity of the consumer?

Experian overlays data with its own categories such as Mosaic

Experian securely receives Windows Live data from Microsoft

Categories are securely and anonymously returned to Microsoft

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CASE STUDY: DIRECT LINE

ADVANCED TARGETING DRIVES BRAND AWERENESS

57% increase in positive purchase responses.

Solution

Microsoft Advertising was able to connect Direct Line with the robust audience targeting they were looking for using Experian’s ‘Addressable Advertising’ solution – a combination of Experian’s rich consumer data and analytical expertise and Microsoft Advertising’s quality inventory and scale.

  • Results
  • 31% increase in ad recall – this increased to 44% amongst Professional Rewards group
  • 57% increase in positive purchase responses

Challenge

Focusing on its home insurance offering, Direct Line wanted to identify and target their ideal audience online. The aim of the campaign was to increase their brand awareness, drive positive brand perception, and increase consumer awareness that Direct Line products are not available through price comparison websites.

data provider experian data source consumerview
DATA PROVIDER: EXPERIANDATA SOURCE: CONSUMERVIEW
  • ConsumerView delivers a comprehensive database of Dutch consumer marketing information based on 16 million individuals and 7 million households.
  • Provides thousands of additional high-quality data variables that go far beyond standard offerings.
  • High-quality data: Experian is the original source compiler, controlling and validating all data.
  • Create a prospect list with widely used demographic and lifestyle variables and segmentations systems (i.e., Mosaic and TrueTouch).
  • Industry-leading privacy practices and auditing.
target audiences by life stage
TARGET AUDIENCES BY LIFE STAGE

Target consumers by Life Stage across the Microsoft network of sites.

    • 1 - Single or couple < 35 years
    • 2 - Family with children, eldest child 0-5 years
    • 3 - Family with children, eldest child 6-12 years
    • 4 - Family with children, eldest child 13-19 years
    • 5 - Family with children, eldest child 20+ years
    • 6 - Single or couple, 35-49 years
    • 7 - Single or couple, 50-64 years
    • 8 - Single or couple, >=65 years
  • Background and Sources
  • Based on a comprehensive database of consumer marketing information sourced from Dutch households by Experian.
target audiences by gross family income
TARGET AUDIENCES BY GROSS FAMILY INCOME

Target consumers by Gross Family Income scores) across the Microsoft network of sites.

  • 1 - Below modal
  • 2 - Modal
  • 3 - 1.5 times modal
  • 4 - 2 times modal
  • 5 - More than 2 times modal
  • Background and Sources
  • Based on a comprehensive database of consumer marketing information sourced from Dutch households by Experian.
target audiences by education
TARGET AUDIENCES BY EDUCATION

Target consumers by Educationacross the Microsoft network of sites.

  • 1 – Low
  • 2 – Medium
  • 3 – High
  • 4 - University
  • Background and Sources
  • Based on a comprehensive database of consumer marketing information sourced from Dutch households by Experian.
group a young digitals
GROUP AYOUNG DIGITALS

Young Digitals are free spirits with free time and great affinity for the digital world

This Group studies, works part-time, is in training or unemployed, living in small apartments in the large cities

  • Types
  • A01–Student Freedom Under 25, without cars or cares, other than preparing for their future
  • A02–Online Starters Mid-20s, still in school or unemployed, they focus on shopping and playing
  • A03–Digital Singles Most are 25-30, living alone in their first apartment. Obsessed with media
  • A04–Older Youth Many are 35+, with below-average income, connecting with friends online
group b urban balancers
GROUP B URBAN BALANCERS

Urban Balancers are under 40, with lower income and education, living in the middle of cities in Western Netherlands

This Group often has roots outside the country

  • Types
  • B05–Young Multicultural Tenants Students under 25, living close to their school or university
  • B06–Multicultural Starters Most are 25-40, living close to many friends from their place of origin
  • B07–Struggling Urbanites Jobless or barely making ends meet, they average 25-45
group c starting together
GROUP C STARTING TOGETHER

Starting Together works blue-collar jobs and lives in terraced homes in mid-sized municipalities

They often have 1-2 children and live simply, entertained mostly by TV and radio

  • Types
  • C08–Terraced Starters Late-20’s to early 30’s, happy to have a small home in a safe area
  • C09–Managing Together Largely made up of immigrants, 25-45, with 1-2 children
  • C10–Basic Village Tenants Native Dutch, renting a house in a village, with average income
group d good life city
GROUP D GOOD LIFE CITY

Good Life City is highly educated with a solid career or advanced studies, and is living the free life before the arrival of children

They go on adventurous vacations in far-flung places like South Africa

  • Types
  • D11–Digital Apartment Owners 25-40, mostly entertained by the computer (including gaming)
  • D12–Urban Singles Under 40 and without kids, enjoying sports and the cinema
  • D13–Inner City Private Tenants 25-35, mostly carless students with below-average income
  • D14–Characteristic City Dwellers 25-35, among the highest social class in the country
  • D15–Urban Professionals Ranging from 30-60, often with a full-time government job
group e average family homeowners
GROUP E AVERAGE FAMILY HOMEOWNERS

Average Family Homeowners are at the heart of solidly middle-class family life, living in their own homes with growing children under 12

Their fun is practical and focused on the family, and their kids are busy with activities like martial arts

  • Types
  • E16–Young Family Dynamics 25-40, married or partnered with young kids in a quiet neighborhood
  • E17–Working Class Homeowners Social people, 30-45; comfortably living on modest incomes
  • E18–Commuter Families 35-55, commuting long distances to family-friendly neighborhoods
group f kids and career
GROUP FKIDS AND CAREER

Kids and Career is a group in a constant tug-of-war between work and home. They live for the weekend, when they can relax

They are ambitious, earn good incomes and have solid credit histories

  • Types
  • F19–Prosperous Families 25-40, highly educated, and just starting a family (or trying to do so)
  • F20–New Homemakers 30’s-40’s with two children, and recently purchased a new home
  • F21–Progressing Families 35-50, with kids 6-12; parents work desk jobs, often as managers
  • F22–Suburban Adolescent Families 40-55, with kids 6-19, and higher incomes allowing two cars
group g social tenants
GROUP G SOCIAL TENANTS

Social Tenants are middle-aged with older children, renting a simple apartment in a less expensive suburb

They are often poorly educated, with low income and simple lives

  • Types
  • G23–Urban Medium 45-60, often single and childless, with part-time jobs and limited income
  • G24–Modest Workers 45-60, hard-working families in rural areas
  • G25–Needy Pre-Retirees 55-60, and often single, living frugally on low incomes
group h middle class contentment
GROUP H MIDDLE CLASS CONTENTMENT

Middle Class Contentment is a group approaching retirement, with a tidy home and close ties to extended family and friends

They live mainly in small-scale communities and live carefully, without excess

  • Types
  • H26–Average Provincials 45-75, in rural villages, with grown children and often grandchildren
  • H27–Suburban Single Tenants 55-75, working part-time or retired, renting, with few obligations
  • H28–Village Seniors 55-75, active but slow-moving; many work part-time, enjoying crafts
  • H29–Traditional Seniors 55-75, middle-income senior citizens living quietly in their own homes
group i freedom and space
GROUP I FREEDOM AND SPACE

Freedom and Space consists of families with young children living in spacious suburbs

They have average to good incomes, and often work in construction, or in managerial roles

  • Types
  • I30–Large Family Villagers 35-55, with 2-3 children, and very good incomes
  • I31–Space Loving Families 40-60, with 2-3 kids, living in big homes on very large plots
  • I32–Semi-Detached Locals 45-65, with at least one child, moderate incomes, leading a quiet life
  • I33–Country Loving Households 40-65, with at least one child, hard-working and often upper-class
group j golden edge
GROUP JGOLDEN EDGE

Golden Edge is affluent and lives in spacious homes in expensive neighborhoods

They love golf and foreign travel, and typically have a passion for finance and investing

  • Types
  • J34–Detached Prosperity 45-65, they are successful entrepreneurs or managers with kids
  • J35–Wealthy Terrace Owners 45-65, kids 6-18, living in beautiful homes on quiet lanes
  • J36–Comfortable Couples 45-75, living the good life thanks to high incomes and investments
group k upper class elite
GROUP K UPPER CLASS ELITE

Upper Class Elite is typically among the highest social class in the country. Well educated and wealthy, they enjoy the best of life

They buy keep champagne in the fridge, holiday in Italy in the summer and ski in Switzerland in the winter

  • Types
  • K37–Urban Elite 60+, most without children, they prefer a beautiful townhome in Amsterdam
  • K38–Booming Families Under 45 and married, working hard and giving the best to their children
  • K39–Wealthy Sophisticates 50-75, married with grown kids, they travel widely and support charities
  • K40–Stately Exclusivity 45+, often Directors, usually married with grown kids and 2+ luxury cars
group l country life
GROUP LCOUNTRY LIFE

Country Life is usually native Dutch, and enjoys life in pleasant homes in the open countryside

They enjoy traditional life, while reveling in the peace of their natural surroundings

  • Types
  • L41–Contemporary Farmers 45-75 farmers, with kids 6 -12+, working long days
  • L42–Rural Teenage Families 45-75, with children 12+, working on their farm
  • L43–Rural Freedom Seekers 45-75 farmers, with children 12+, who are very self-sufficient
  • L44–Contented Countryside 60+, with grown children, highly educated, they chose a gentle rural life
group m well earned comfort
GROUP M WELL-EARNED COMFORT

Well-Earned Comfort is a group enjoying an easy retirement from highly trained careers thanks to substantial savings

They are married, and with their work life behind them, they relax, indulge in hobbies and visit their grandchildren

  • Types
  • M45–Active Empty Nesters 55+ and married, they are healthy, busy, and enjoy financial freedom
  • M46–Happy Baby Boomers 60+ and married, they had a good working life and now happily relax
  • M47–Elderly Apartment Owners Averaging 65 and upper-class, often retired professors or doctors
group n greying simplicity
GROUP NGREYING SIMPLICITY

Greying Simplicity is a group of retirees are living simply and soberly, enjoying quiet activities

They have below average income and low education levels, and often live alone

  • Types
  • N48–Retired Singles 65-75, living alone in a rented apartment, often with a cat
  • N49–Seniors Together 65-75, active, long-married couples, who love playing with grandchildren
  • N50–Struggling Elders 75+, living quietly alone in a rented apartment with low resources