Behavioral Targeting with Tacoda

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Behavioral Targeting with Tacoda
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Behavioral audience segments are built on
observable behaviors such as

• Recency, frequency and volume of visits to
  content relevant to an interest
• Active searches for information relevant to the
  interest
• Use of tools (e.g., product configurators, loan
  calculators), surveys and quizzes, etc.
• Ad interactions (clicks, downloads, demo views,
  games played, etc.)

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What is behavioral targeting?

• Delivering relevant messages to audiences based
  on interests that are defined by recency and
  frequency of site navigation behaviors.
• Examples
• Auto Buyers have visited the Auto section two
  or more times in past 30 days
• Movie Enthusiasts have visited Entertainment
  and Movie Listings content 3 times, past 45 days
• Travelers visit our travel content, receive our
  travel newsletter and use our destination guides,
  at least once in the last month

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More than 700 sites are TACODA enabled
Estimated total unique visitors, comScore Media
Metrix, May 2004
News Information / National, Regional, Local
Special Interest Communities
From the most respected media companies
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Behavioral targeting is about people, not pages.
The ad targets the person, not the page.
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Advertiser Benefits

• Provides access to high value audience when
  desired content sections are already sold out.
• You are reaching key people on the site in
  addition to key pages.
• Serve advertiser messaging to the audience that
  will find their message most relevant.
• When key people see the ad, you reach a higher
  percentage of your target.
• Rapidly and accurately manage the audience you
  are trying to reach throughout the campaign.

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azcentral Success

• First TACODA targeted test began July 1st.
• Shamrock Farms targeted Families Segment and Food
  Home Segment.
• Initial numbers are promising
• TACODA targeted yield 0.21
• Regular ZAG campaign yield 0.05
• Celebrate every success, no matter how small, and
  you will always have something new to say to your
  clients and prospects.

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• E-Mail Products

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Solo E-Mail Blast Example
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azcentral.com Opt-In Emails

• 113,000 Email Addresses
• Fully trackable (Open-ups, Click-thrus,
  Demographic Info)
• Segment list by
• NO 3rd PARTY EMAIL ACQUISITIONS / LISTS
• All emails are self generated from users
  specifically requesting offers and announcements

• Zip
• Age
• Gender
• Interest

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Email Specifications

• Opt-In Email Blasts
• Up to 500x600 pixels
• HTML format
• Up to 5 click thru URLs

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Email Marketing Tips
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Email Marketing Tips

• When you write your subject lines, you basically
  have 3 choices1) You can make an announcement
  or give news. (i.e. "IMC shows affiliates how to
  write killer subject lines")2) You can make the
  reader curious. (i.e."IMC gives affiliates this
  secret marketing strategy...")3) You can
  emphasize how the reader will benefit from
  opening your e-mail. (i.e. Discover tips for
  writing subject lines that will increase your
  affiliate sales.)Out of these 3 techniques, you
  will always be most successful if you write
  subject lines that state a clear benefit and tell
  the reader exactly how they are going to save
  money, save time, make their life easier, etc...
  by opening and reading your e-mail.If you can
  state a benefit AND create curiosity, so much the
  better! (i.e., Discover this proven marketing
  strategy that will increase your affiliate
  sales!)