Our insights from AdIndex City Conference 2019
Posted: Mon Dec 23, 2024 3:08 pm
Content
The agony of cookies. Or how to use offline data in digital advertising
Oh, Mommies! Or How to Advertise Products for Newborns with Mac Collectors
Case
I want you in 360. Or how to expand your target audience
No Country for Old Men. Or How to Create a Portrait of a Viagra Buyer
Case
Fast or Dead: What a Long Response on Social Media and Messengers Can Do to a Brand
On May 21, AdIndex City Conference, a forum for advertisers and marketers, was held in Moscow for the third time. We were there and spent the whole day gaining fresh ideas and knowledge. Now we know: who is the real target audience for Viagra, how to find new mothers and show them Agusha ads, how to telegram customer service malaysia expand your target audience in Google Marketing Platform and improve customer service through efficiency. In general, here are our top insights from this advertising imaginarium.
The agony of cookies. Or how to use offline data in digital advertising
Anton But from MEDIA INSTINCT GROUP believes: we have learned how to collect data very well, it is time to move on to their active use. This requires the integration of online and offline data.
The information received allows targeting a real target audience - specific people, not just proxies and cookies. These are targeted SMS, push notifications and calls. Offline data also allows assessing the results of advertising, its impact on real business indicators: sales, revenue, calls.
To show how this works in practice, Anton But and Victoria Livshits from ILE DE BEAUTE / SEPHORA presented a joint case. Using WI-FI analytics of store visitors, they obtained new data that was impossible to extract from online. For example, the cost of one visit to the store, attracted by a special targeted advertising campaign.
Oh, Mommies! Or How to Advertise Products for Newborns with Mac Collectors
Marina Safonova from OMD OM GROUP explained how the connection of offline and online data occurs in practice.
The mobile segment is growing and now almost everyone has a smartphone. We wake up with it, go for a run, work and relax with it too. Each phone has a MAC address.
A Mac address is an identifier for connecting to the Internet. Any device with an Internet connection has one. Most people (40% to 50% of all users) always have Wi-Fi turned on in their phones, meaning they are constantly searching for a network. This is how we transmit our Mac address. In order to share it, you don’t necessarily have to connect to any network, you just need to be within range of a special device – a Mac collector. It identifies your Mac address.
Where is MAC address collection already used? Almost everywhere. For example, you woke up, got up and went for a run. On the way you came across several billboards from which MAC addresses are collected – this is how your speed is recorded. Then you went to work and stopped to buy coffee on the way. Some cash registers can already match our purchases with our MAC addresses. This is how you give the data about the purchase to the OFD operator. Passing buses, going down to the subway, we constantly give our MAC identifiers to different companies.
Mac collectors are installed at events, in car dealerships, and brand stores. For example, a collector installed in a Levi's store gathered an audience loyal to this brand. The coincidence of this audience with the segment in the MyTarget account was about 70%. That is, if earlier we simply assumed what our audience was, now we can identify each person.
The obtained data is used for targeting advertising. Currently, two platforms accept MAC addresses for configuration: Yandex.Audience and MyTarget. With data on identified users, you can study your audience in detail, analyze it and find many insights. Then launch advertising on a more precise segment of users, create personalized offers, build LAL and increase the effectiveness of advertising.
In her speech, Marina also touched upon quality media indicators. When OMD OM GROUP targeted advertising to a segment obtained using MAC addresses, they found that the collected audience was narrower and more loyal than the usual audience of advertising campaigns. The cost per quality visit in some advertising campaigns was 49% lower. In other advertising campaigns, the CTR was better by an average of 20-30%.
Case
The Agusha brand has a very narrow target audience - mothers who have just given birth. According to statistics, 60% of mothers who introduce complementary feeding do not switch to other brands. That is why it was so important to "loyal" these mothers. It was impossible to build precise targeting using standard methods. To gather the necessary audience, MAC collectors were installed in maternity hospitals. This way, it was easy to identify all mothers and immediately target them with advertising. Thanks to this, the brand saved a lot on promotion.
Don't waste your advertising budget
The call tracking and end-to-end analytics service will show the effectiveness of each source in terms of “from click to sale”.
Get a consultation
I want you in 360. Or how to expand your target audience
Anna Zimina from Google Russia told how to expand the middle part of the sales funnel: the number of people already interested in buying.
One of the Google Marketing Platform tools is Display and Video 360. The service recently introduced the ability to work with data — your own, integrated, or even third-party data that you purchased.
So, we have the desired audience segment. We can analyze what other segments of all available within the platform the original one is similar to. This technique is called "Search for similar".
For example, if we take the audience of a YouTube channel that we have always believed is watched by Women with children aged 0 to 3, we can find that this segment is most similar to the Women 45+ segment. Because the channel's audience is not only mothers with children aged 0 to 3. It can also be grandmothers with grandchildren aged 0 to 3. This insight will allow you to target your advertising campaign not just to a wider audience, but specifically to those who are useful to you.
No Country for Old Men. Or How to Create a Portrait of a Viagra Buyer
Sometimes your real target audience differs significantly from the one described on paper. Timofey Los from MAIL.RU GROUP told about a tool for forming a portrait of a consumer. They called it simply - Serov, in honor of the famous Russian portrait painter.
The service is connected to the MyTarget platform, which has over 400 possible targeting interests. This makes it possible to profile by a huge list of different interests and indicators.
How does it work in practice? Timofey told about an interesting case in the field of medicine.
The agony of cookies. Or how to use offline data in digital advertising
Oh, Mommies! Or How to Advertise Products for Newborns with Mac Collectors
Case
I want you in 360. Or how to expand your target audience
No Country for Old Men. Or How to Create a Portrait of a Viagra Buyer
Case
Fast or Dead: What a Long Response on Social Media and Messengers Can Do to a Brand
On May 21, AdIndex City Conference, a forum for advertisers and marketers, was held in Moscow for the third time. We were there and spent the whole day gaining fresh ideas and knowledge. Now we know: who is the real target audience for Viagra, how to find new mothers and show them Agusha ads, how to telegram customer service malaysia expand your target audience in Google Marketing Platform and improve customer service through efficiency. In general, here are our top insights from this advertising imaginarium.
The agony of cookies. Or how to use offline data in digital advertising
Anton But from MEDIA INSTINCT GROUP believes: we have learned how to collect data very well, it is time to move on to their active use. This requires the integration of online and offline data.
The information received allows targeting a real target audience - specific people, not just proxies and cookies. These are targeted SMS, push notifications and calls. Offline data also allows assessing the results of advertising, its impact on real business indicators: sales, revenue, calls.
To show how this works in practice, Anton But and Victoria Livshits from ILE DE BEAUTE / SEPHORA presented a joint case. Using WI-FI analytics of store visitors, they obtained new data that was impossible to extract from online. For example, the cost of one visit to the store, attracted by a special targeted advertising campaign.
Oh, Mommies! Or How to Advertise Products for Newborns with Mac Collectors
Marina Safonova from OMD OM GROUP explained how the connection of offline and online data occurs in practice.
The mobile segment is growing and now almost everyone has a smartphone. We wake up with it, go for a run, work and relax with it too. Each phone has a MAC address.
A Mac address is an identifier for connecting to the Internet. Any device with an Internet connection has one. Most people (40% to 50% of all users) always have Wi-Fi turned on in their phones, meaning they are constantly searching for a network. This is how we transmit our Mac address. In order to share it, you don’t necessarily have to connect to any network, you just need to be within range of a special device – a Mac collector. It identifies your Mac address.
Where is MAC address collection already used? Almost everywhere. For example, you woke up, got up and went for a run. On the way you came across several billboards from which MAC addresses are collected – this is how your speed is recorded. Then you went to work and stopped to buy coffee on the way. Some cash registers can already match our purchases with our MAC addresses. This is how you give the data about the purchase to the OFD operator. Passing buses, going down to the subway, we constantly give our MAC identifiers to different companies.
Mac collectors are installed at events, in car dealerships, and brand stores. For example, a collector installed in a Levi's store gathered an audience loyal to this brand. The coincidence of this audience with the segment in the MyTarget account was about 70%. That is, if earlier we simply assumed what our audience was, now we can identify each person.
The obtained data is used for targeting advertising. Currently, two platforms accept MAC addresses for configuration: Yandex.Audience and MyTarget. With data on identified users, you can study your audience in detail, analyze it and find many insights. Then launch advertising on a more precise segment of users, create personalized offers, build LAL and increase the effectiveness of advertising.
In her speech, Marina also touched upon quality media indicators. When OMD OM GROUP targeted advertising to a segment obtained using MAC addresses, they found that the collected audience was narrower and more loyal than the usual audience of advertising campaigns. The cost per quality visit in some advertising campaigns was 49% lower. In other advertising campaigns, the CTR was better by an average of 20-30%.
Case
The Agusha brand has a very narrow target audience - mothers who have just given birth. According to statistics, 60% of mothers who introduce complementary feeding do not switch to other brands. That is why it was so important to "loyal" these mothers. It was impossible to build precise targeting using standard methods. To gather the necessary audience, MAC collectors were installed in maternity hospitals. This way, it was easy to identify all mothers and immediately target them with advertising. Thanks to this, the brand saved a lot on promotion.
Don't waste your advertising budget
The call tracking and end-to-end analytics service will show the effectiveness of each source in terms of “from click to sale”.
Get a consultation
I want you in 360. Or how to expand your target audience
Anna Zimina from Google Russia told how to expand the middle part of the sales funnel: the number of people already interested in buying.
One of the Google Marketing Platform tools is Display and Video 360. The service recently introduced the ability to work with data — your own, integrated, or even third-party data that you purchased.
So, we have the desired audience segment. We can analyze what other segments of all available within the platform the original one is similar to. This technique is called "Search for similar".
For example, if we take the audience of a YouTube channel that we have always believed is watched by Women with children aged 0 to 3, we can find that this segment is most similar to the Women 45+ segment. Because the channel's audience is not only mothers with children aged 0 to 3. It can also be grandmothers with grandchildren aged 0 to 3. This insight will allow you to target your advertising campaign not just to a wider audience, but specifically to those who are useful to you.
No Country for Old Men. Or How to Create a Portrait of a Viagra Buyer
Sometimes your real target audience differs significantly from the one described on paper. Timofey Los from MAIL.RU GROUP told about a tool for forming a portrait of a consumer. They called it simply - Serov, in honor of the famous Russian portrait painter.
The service is connected to the MyTarget platform, which has over 400 possible targeting interests. This makes it possible to profile by a huge list of different interests and indicators.
How does it work in practice? Timofey told about an interesting case in the field of medicine.