Transcript Ride the wave Bing has search momentum
Microsoft Media Network
Presentation to [Client Name] [Month Date, Year]
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How do you go from audience to
the right audience?
Microsoft Media Network
INVENTORY DATA Advanced Targeting Solutions Your AUDIENCE First-party data … and many more Third-party data
Profile Behavioral Category Remessaging Custom
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Microsoft Media Network
Ranked in the top 5 networks for reach.
Premium sites include Microsoft media brands and partners such as MSN, MSNBC, and hundreds of other trusted publishers. Select from profile, category, behavioral targeting, remessaging or custom targeting solutions.
Opt out of specific sites that don’t fit your brand.
Choose the right transparency and control for each campaign.
Source: comScore Media Metrix, April 2010
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Performance Media
Delivers results.
Meet goals quickly and efficiently.
Connect with a large audience using top-tier media across display, search, content, and mobile search (beta).
Solution Specialists work with you to continually optimize campaign strategies to maximize ROI.
Provides accountability and insight through an industry leading measurement system. The Microsoft Media Network is comprised of Microsoft O&O, premium partners and top 250-rank Media Metrix third-party sites.
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Pricing options:
The Microsoft Media Network offers a range of performance pricing options designed to meet different conversion cycles, commercial metrics and ROI requirements.
Cost per Click (CPC) and aCPM: Runs within the system as an auction based bid. Recommended for advertisers focused on high-impact lead generation, those unable to track conversions online or those who focus on driving high-quality site traffic.
Click through Rates (CTR): Offers scalable exposure optimized against CTR impressions delivered from high-quality traffic for maximum impact. A combination of CPA/CPC ensures advertisers maintain winning impressions across best performing placements. CPA (next slide)
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Cost per Acquisition
CPA Best for advertisers with high conversion volumes, short purchase cycles and the ability to track both click and view conversion winds.
Testing policies
All CPA programs fall under one of these categories: • • New CPA client: Requires a 2-week paid $10k CPM-based test. Required to optimize the client’s campaign performance on our Network.
Existing CPA client: Requires a 2-week paid $10K CPM-based test. Requests to waive a test should be cleared with MMN Business Management ([email protected]).
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Your audience is ready to engage
And they’re already here on premium sites like MSN Autos, MSN Money, and MSNBC.
Reach them through hundreds of trusted publishers on Microsoft Media Network.
Targeting helps you reach exactly the right users.
“With the economy in trouble and interactive marketers working hard to justify their budgets, online ad targeting can provide a vital boost in campaign performance .”
Leverage site-specific and targeted buys to reach them more consistently.
- Forrester Research, March 2009 “Return to the Behavioral Bandwagon”
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Audience Targeting
Reaching fragmented audiences.
Introduction Summary of offerings Profile Targeting Category Targeting Behavioral Targeting Remessaging Custom Targeting Conclusion
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Advanced targeting solutions
that work individually or together.
Pick an audience based on a predefined set of behaviors categorized into segments, e.g.,
auto researchers.
Behavioral Targeting
Pick an audience that matches the demographic attributes you want, e.g.,
women 21-29.
Profile Targeting Advanced Targeting Solutions Remessaging
Pick an audience based on online behaviors and a location that you determine, e.g.,
shopping cart abandoners.
Pick an audience engaged in viewing the category of content you care about, e.g.,
run of finance.
Category Targeting Custom Targeting
Pick an audience of your customers/users precisely matched based on offline and online sources, e.g.,
past SUV buyers.
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Key targeting solutions
Profile Targeting Targeting an individual • Demographic • Geographic • Time-based • Access method Category Targeting Targeting via context • Travel • Games • Health & Fitness • Technology • Lifestyle • Entertainment • Financial Services Behavioral Targeting Targeting behaviors • Search Patterns • Pages / URLs Visited • Profile Data • Frequency of behavior • Recency of behavior Remessaging Re-targeting an individual • Website tags allow visitors to be targeted post visit.
• Remessage on emails, ads, websites and more Custom Targeting Targeting for specific goals • Custom Database Targeting • CPG Online Effect
Profile Targeting
Define the factors that matter to you.
Target audiences by who they are, where they are, and even what time of day you want to engage with them.
Powered by data from 90 million active Windows Live IDs.
Build profile layers by combining targeting options.
You can add Profile Targeting to site specific buys or across the Microsoft Media Network.
11 Source: Source: Microsoft internal data, as of June 2010
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New: Profile Segments from Experian
Target with advanced demographics.
Audience information beyond standard profile targeting available for any campaign, covering 235 million people in the U.S.
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Advanced profile segments:
Occupation detail (job title) Median equivalency score Education Life events – new parents (monthly) Children (presence of children in HH by age range) Marital status
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Category Targeting
Put your message where your audience already goes.
You know what your customers love. Engage them on their favorite sites. Category Targeting positions your message next to inventory with similar content. Category offerings achieve guaranteed high volume reach in categories like entertainment and travel.
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Category Targeting
Narrow your audience while still engaging many people.
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Run of Category (ROC):
A budget-savvy choice with serious impact. Great for meeting direct response reach objectives.
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Premium Run of Category (PROC):
A simple, high-quality way to reach audiences across trusted Microsoft and partner sites..
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Custom Category:
Provides access to audiences with a higher propensity to purchase.
Behavioral Targeting
Seize the moment.
Targets based on people’s online behavior. Reach people who express interest in your products and increase conversion rates.
Reach people when they’re in the market. Choose from over 140 unique audience segments.
15 No personally identifiable information is tracked or stored by Microsoft in the behavioral targeting process.
Microsoft is a strong supporter of the Privacy principles set out by the Federal Trade Commission.
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Remessaging
Say goodbye to lost conversions.
Remessaging reaches people who visited your site or saw your ad, so you get a second chance to communicate your message.
Convert abandoned shoppers or up-sell visitors who’ve bought relevant products and services. Create sequential messaging campaigns to target visitors based on onine behavior.
Optimize search spend by Remessaging landing-page visitors. Leverage a visitor’s proven interest in further targeting your marketing efforts.
Targeting solutions:
Custom Database Targeting Leverage your customer database online on the Microsoft Media Network.
Reach your own customers based on online and offline interactions.
Eliminate waste and speak more intelligently to your audience.
Improve the cost efficiency of your offline campaigns by taking them online.
17 NOTE: Client Privacy Team involvement is required for custom database campaigns Client must have database of 2 million records or larger.
Microsoft Online Audience Client Customer Database Your anonymized matched audience
on the Microsoft network
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Microsoft Advertising and comScore
New partnership. New opportunities.
Offline purchasing insights CPG Online Effect shows you how online ads lead to offline sales.
Measures offline sales lift from digital campaigns.
Provides insights to help with future digital media planning.
Microsoft Online Audience
Online behavior data A unique, Custom Targeting segment run on Microsoft network sites
Get started with Microsoft Media Network today.
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