2021 Audience Extension
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FunTranscript
00:00Hi, welcome to the audience extension course, also known as targeted display and video. In this course, we're going to go through all the important information you need to know about the solution. The content will be separated into two sections. So let's get started.
00:24Part one. On the agenda today, we will cover the evolution of audience extension, an overview of our six main tactics, key talking points, and why choose us, why choose Beasley. Audience extension, the big picture. Let's start with the evolution of our industry. It's important to see how far we've come to clearly communicate where we are today in terms of our capabilities with our advertisers.
00:4920 years ago, this was the conversation we were having. Mr. Customer, we are going to put your brand onto this billboard and get you in front of all these eyeballs every day. All that traffic in this prime location will translate into new and repeat business. Top of mind awareness at its finest.
01:06Now take it 10 years further. Mr. Customer, we are going to put your brand on this website and get you in front of all these unique visitors every month. Look at all those eyeballs. All that traffic will translate into new and repeat business.
01:22Now this is the conversation we're having today. Mr. Customer, we're witnessing a fundamental change in the way people consume media. What used to be predictable has now been replaced by many fragmented interactions that now occur instantaneously.
01:38There are hundreds of moments every day to influence buying decisions. What that means is there are so many more ways to capture audience and influence. We are going to target your ideal audience, regardless of where they are, with the appropriate message based on their buying journey.
01:56Throughout the path to purchase, it takes at least 18 to 20 touch points for advertising to resonate enough to make a conversion. Audience extension, comprised of six main tactics, works together to make up some of those 18 to 20 touch points.
02:11Now, sharing this in the beginning of the sales call helps justify the number of impressions that are needed in a campaign.
02:19It seems simple, but think about all the advertising you see and hear every day that isn't targeted towards you.
02:24As a business owner, that is valuable money wasted on someone who doesn't have the ability or desire to become a customer.
02:32Let's look at this example. Let's say you're a high-end salon.
02:36One, your target demographic is women age 35 to 55, 100,000 household income.
02:42This local website wants you to advertise on it.
02:45At first look, you think, great, there's a lot of unique eyeballs, 500,000 per month going to this site.
02:53That's a lot of people seeing my ad.
02:55Well, now let's drill down further.
02:57Of all that traffic, only 48% are women.
03:01And of the 48%, 8% have a household income of $75,000 or higher.
03:08Now, can you see how much money is wasted every single day?
03:12A campaign without targeting the ideal prospect is a campaign with a lot of wasted impressions.
03:19Wasted dollars being spent.
03:22Targeted display 101.
03:25Digital footprint.
03:26Whether it's an action or non-action, what happens in a digital day leaves a trail.
03:32The trail leads back to you and says something about who you are and the story everyone else is creating about you.
03:39So think about your own behavior.
03:41What you did this weekend.
03:43Some of the last few purchases you made.
03:45And some of the last few searches you made.
03:47What would your behavior infer about you?
03:51There's a challenge right now.
03:52The challenge is there are many different sites online.
03:55Where does an advertiser spend their money to receive the largest return on investment?
04:00Well, the solution is target the audience, not the websites.
04:05Here is a detailed definition of audience extension.
04:08A process which uses a blend of tactics such as cookies and device IDs to identify and track a user's activity as they move from website to website, app to app.
04:18The pure fact that we actually have all this data allows us to deploy different tactics.
04:25Remember, everything starts with data.
04:27That's how we tie everything together into one simple conversation for your advertisers.
04:33Here are our six tactics.
04:35Site retargeting.
04:36Search targeting.
04:37Keyword contextual targeting.
04:40Category contextual targeting.
04:42Geofencing.
04:43And addressable geofencing.
04:44Bottom line, these tactics lead to higher conversion rates and a more efficiently spent advertising budget.
04:51We'll get into these tactics a little later.
04:55This is the heart of the value story.
04:57This is who our ads reach.
04:59Online behavioral data.
05:00Keyword searches and website visits.
05:03Location data derived from GPS and smartphones.
05:05Offline purchase data.
05:07Credit card behavior.
05:08Mortgage taxes, et cetera.
05:11Demographic data.
05:12Public and private sources.
05:13Self-reported and remodeling and modeling data.
05:18Publicly available data.
05:19County records.
05:20Needs.
05:21Public record data sources.
05:23We have six main tactics we're going to look through.
05:26In many scenarios with your advertisers, this is as far into the tactics you'll need to go.
05:32Simply put, ads are delivered to people who have visited your site and then left, people who have searched for your products and services, people who have read content related to what you sell, people who are visiting real-world locations like your competition, people whose offline purchase data and habits make them a good prospect.
05:54Our first tactic, site retargeting.
05:56Marketing to people who have visited your site.
05:59The most common kind of retargeting.
06:01Actually, a very simple process.
06:03A user visits a site and then sees ads for that website later as they browse the internet.
06:09This is really important because 97% of website visitors do not take action the first time they visit a website.
06:16Search targeting.
06:18Marketing to people who are searching for your products and services.
06:22This is intent-based.
06:23A user does a search on Google for something related to her kid's health, for example.
06:29Flossing.
06:29She's only on Google for a few seconds because Google's whole job is to get her to click and then go away.
06:36From Google, she finds herself surfing and spending time on sites like Discovery Fit and Health WebMD.
06:43On these sites, she will do additional searches.
06:46Based on the searches she's done, what do we know about her?
06:49What does her keyword search tell us?
06:52Well, we know she's a parent and we know she's interested in her kid's health.
06:58So if we detect that her computer is in the right geographic location, a local pediatric dentist ads will be delivered to her.
07:06It's a great way to get in front of people who are a bit further down the buying cycle because they're actively searching for keywords related to the business.
07:14Keyword contextual, marketing to people who are reading content about your products and services.
07:20We spend a lot of time online.
07:22And while we spend a fraction of that time searching, we spend the majority of those hours consuming content.
07:29We're reading the news or our favorite blog or checking the weather or the score of last night's game.
07:35And everywhere we go online, every page we visit, it's tracked our actions and our interests.
07:42Keyword contextual targeting delivers ads to users based on the keywords or context of the content they are consuming.
07:48Category contextual, marketing on sites where your prospects are likely to be.
07:53This is the classic tactic which has been used by all forms of media for many years.
08:00Think of makeup commercials during soap operas.
08:03Think of local bar and grill advertising on sports talk radio.
08:07Think about political ads in the newspaper.
08:10Simple, logical, easy to understand and pretty easy to explain to business owners.
08:16Geofencing, marketing to people based on location data on mobile devices.
08:20A geofence could be dynamically generated as a radius around a point location or a geofence can be determined set on boundaries.
08:30Geofencing is used to target competitors' brick and mortar locations, events, and simply places where desired audiences can be.
08:39Addressable geofencing, targeting a list of addresses.
08:42Or, said another way, advertiser provides a mailing list.
08:47List is converted into highly accurate individual geofences.
08:51Devices in those fences are targeted with ads.
08:55Easy peasy.
08:56Keep this slide top of mind.
08:59If you explain the tactics in a simple way, it prevents advertisers taking you down a rabbit hole and losing the important piece to all of this.
09:07Since there are hundreds of moments every day to influence buying decisions, we are going to target the ideal audience, regardless of where they are, with the appropriate message based on their buying journey.
09:20Why choose Beasley?
09:22Here are some talking points.
09:24Let's look at some main differentiators.
09:26Why choose us?
09:28Well, unstructured data to target ideal audience.
09:31At Beasley Media Group, we have access to unstructured data to target, bid, optimize, and report at the individual data level while offering unlimited opportunities for our advertisers.
09:42We have multiple tactics.
09:44We have multiple different tactics we can implement to achieve goals.
09:47We have an in-house account management and design team who will provide ongoing support to ensure campaign is pacing to deliver as ordered.
09:56We monitor and optimize campaigns on a weekly, if not daily, basis.
10:00We have an in-house design team that can quickly turn around ads and make sure all correct sizes are created to run a successful campaign.
10:08And transparency.
10:10We provide monthly reporting and final recap with strategic recommendations for future campaigns.
10:16To wrap up this section, let's just go through some talking points to help you communicate how audience extension helps the advertiser.
10:23These talking points can also help you tie other solutions together into one seamless conversation.
10:31In today's landscape, it's important to find your ideal audience wherever they go online while putting the right message in front of them at the right time.
10:39At Beasley, we look at who your ideal audience is, where they frequent, and create a specific plan to reach them.
10:46When we narrow down on your ideal customer, do you think it's best to get in front of them once or multiple times?
10:53Exactly, multiple.
10:55Something I want you to keep in mind here is trust.
10:57The more frequent we are in front of your ideal audience, the more trust we build.
11:02Although thousands of people go to our own sites throughout Charlotte, we expand the ring further to capture even more qualified eyeballs that fit the attributes and demographics of your ideal client.
11:13Simply put, ads are delivered to people who have visited your site and then left, people who have searched for your product or service, people who have read content related to what you sell, people who are visiting real-world locations, people whose offline purchase date and habits make them a good prospect.
11:30We know who we are getting in front of.
11:32We need to make sure when your ideal customer sees your ad, they take action.
11:37How do you entice someone to go to your site?
11:38Dynamic creative is so important, and it needs to reflect your brand and ideal client.
11:44Once the campaign is live, we optimize around what is converting the best.
11:48Together, we look at how likely someone is to go to your site after seeing your ad.
11:52This measures overall effectiveness of the campaign comparing exposed and unexposed traffic to your site.
11:59We call this the digital lift.
12:00To have the best performance, the campaign must reach the most amount of people within the target audience while having optimal frequency.
12:09Frequency is key.
12:11When your MVP customer sees your ad multiple times, they are more apt to take action.
12:30And let's get back to that symptom or reward, type of approval.
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