Pointroll’s AdControl is a very powerful tool. So much so, that it becomes somewhat difficult to explain and talk about to others at times. However within the below interactive demo, this complexity issue is solved. Basically it allows business rules to be created that give advertisers more control of the content within their rich media ad unit.
A rule might be when a user fitting the profile of “Type 1″ comes in contact with a PaperBoy ad that is about to render, always make sure to show a background image of a tool shed, use a call to action that includes the copy “Roll over” and to display a bag of all purpose fertilizer. Or if you are a visual person, display this exact combination within the ad unit as follows:
Input: User Type1. Output: Tool shed background image + "Roll Over" call to action copy + "Vigoro Fertilizer" product
Pretty darn cool. The combinations are endless. However the real fun begins when one starts to bring in publisher supplied BT data such as gender, age and interest(s) of the user. Then these types of rules become very powerful once you layer in the auto optimization factors that the system (e.g., AdControl) offer so that the most successful (which can be custom configured) ad combinations receive the highest amount of impressions.
This is a very visual way of showing how different pieces of PaperBoy ad content such as the call to action copy, products or the background image can be tied to specific user types (or BT segments in some cases)
So from the initial roll out point of just one single market (Kansas City), the JCP search team has seen results worthy enough to increase the size of the campaign by 6X! Wish that we could share more specific metrics of success, but got to maintain client confidentiality. Just use some basic logic here t to think through the fact that no one would dial-up their advertising investment level in today’s economy without solid results.
Even rolled out a small incremental improvement within this expanded SmartSearch campaign that includes relevant and customized per unique word the display URL. So in this example, since the keyword was "Kids Clothing", the display URL shows up as "JCPenney.shoplocal.com/kids"
Live markets for JCP within Yahoo! & Google:
- Atlanta
- Denver
- Houston
- Kansas City
- Milwaukee
- Sacramento
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This is a really big deal. To fully onboard and integrate around the (below) top portal publishers and ad networks that have demographic AND behavioral (collectively referred to as “BT data herein) data on their users in a way so that Pointroll PaperBoy ads can use these user-level BT insights to actually change WHAT content is actually shown within the ad units. This is cutting edge, one-to-one data driven marketing. Every single ad that gets served has the potential to be different and uniquely tailored (from a content perspective) for every unique user.
- Platform-a: There are two (2) parts that make collectively makeup Platform-a which are…
- Advertising.com (the 3rd party ad network)
- AOL (owned and operated sites that are BT powered by Tacoda)
- quadrantONE
- CollectiveMedia
- Yahoo!
These are the current publisher / ad network partners that ShopLocal and Pointroll have integrated the publisher provided BT data into the PaperBoy product. More publishers are in the works that will be launching soon.
At an unique user level (so for any given ad impression), these premier publishers and ad networks typically can provide the below insights:
- ZIP Code (and sometimes other higher level GeoLocation data is available)
- Gender
- Race
- Age / Year Of Birth (sometimes age ranges and sometimes exact birth year)
- Categor(ies) Of Interest (that the user has shown a past interest in – can be multiple)
- Publisher Property Type (helps determine the context of publisher page were the ad will be inserted – ex. finance.yahoo.com
- Publisher Page Position (helps determine the actual placement of the ad – ex. MPU above the fold)
- Publisher Page Context Keyword(s)
A couple of important notes however around these publishers provided BT targeting data:
- The amount (eg depth) of BT insights for any given ad impressions varies per publisher from some impressions having:
- No BT data available
- Only some BT data available
- Very complete sets of BT data available
- Which BT data points are collected and maintained varies from publisher to publisher. Not everyone for example has age data on it’s users
- The BT data collection methodology greatly varies from publisher to publisher. How extensive and wide any given publishers reaches into web logs, search histories, registration data, etc is all part of the secret special sauce that each publisher maintains
- The frequency of how often the BT data is updated is also a variable across publishers
- Storage, re-use and re-distribution of this publisher owned and controlled BT data is clearly prohibited and ShopLocal and Pointroll tightly adhere to this policy as it helps protects our publisher partner’s interests
- Privacy is one of the biggest concerns throughout the entire process. With all the recent self-imposed industry regulations around BT targeted online advertising, all parties have been very careful to be very respectful of the end users’ privacy throughout all of the design and integrations steps. Our goal is to actual try to offer user a more personalized, more relevant overall site experience which includes the content within the display ads
- From a publisher perspective: All information about any given user is 100% anonymous with no personally identifiable information (PII) being passed over to ShopLocal or Pointroll
- From an ad server (Pointroll) perspective: All ads do not directly capture any PII which includes, but isn’t limited to, e-mail addresses, telephone numbers, and credit card numbers. No sensitive information is collected via the the ads. We even extend this by not allowing the cookies dropped to users machines to associate with any personally-identifiable information. (For purposes of this post, personally-identifiable information doesn’t include IP addresses or ZIP code)
- From a localized content provider (ShopLocal) perspective: No PII is collected or stored or the user
Some of the next steps that the ShopLocal and Pointroll teams are gearing up to undertake:
Easy answer. PaperBoy for CircularCentral. This new derivative of the localized, dynamic circular ad product that everyone knows and loves now allows for:
- Multiple retail (advertisers) to appear within the same rich media expanding ad unit.
- This was a BIG deal, as Pointroll until this point, had only every had one advertiser per ad unit. This broke a lot of paradigms that have now been crossed with solid solutions
- Reporting by unique advertiser, across all of the standard rich media metrics tracked
- Full circular page browsing
- A custom set of advertisers to be assigned to each ad unit that corresponds to each newspaper.com site (so essentially, there can be 105 unique ad units, all with a different set of advertiser circular content within them)
Gannett plans on selling the large national retailers inclusion within these ad units and really throwing some serious impression volume behind this by placing these ad units on the home page of all of it’s newspaper.com sites, including USAToday, in a permanent manner. So these retailers that do opt in for this massive local market exposure should really expect some premium results in engaging users with their circular content (both within the ad units AND within the CircularCentral microsites) as well as moving the needle for in-store sales that are influenced by online research / browsing.
This is the unexpanded, multi-retailer ad unit that auto-scrolls through a pre-determined list of advertisers
Here is the expanded unit that at this point in the user experience, is single retailer focused. This expanded panel utilizes many SmartCircular 4.1 display technologies such as the page slider bar
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