Synopsis

Effective targeting can mean the difference between campaign success and campaign failure. This workshop will show you:

• How and why different types of targeting work?
• How your campaign can keep up with changes in consumer behaviour
• Why behavioural targeting is more efficient and effective than the traditional method of socio-demographic or geographic targeting

Why you should attend

In an industry that has grown an average of 14 per cent year-on-year over the past three years, the online retail sales market is a blossoming industry. Compared to the more traditional route of sale through high-street stores, where only one month of year-on-year growth was recorded in the last year, it is clear that, even in a time of economic uncertainty, the route to the online customer is fast evolving.

But how do you reach this increasing online customer base? One of the key ways to do so is through advertising, but advertising in itself is becoming a crowded market place. The public want to be entertained, engaged and provoked, at a time when the online industry is at its most confusing – often fragmenting and converging at the same time.

As an advertiser, you’ll no doubt be asking how to make your online ad campaign stand out and make sure what you want to communicate is relevant, accurate and reaches the right consumers for your product.

Much of that advertising has in the past, been targeted geographically or socio-demographically, but that was then – this is now. Online shoppers are dropping clues all the time as to what they are in the market for and as to what media they consume.

It is more beneficial getting to the right people, rather than adopting a scattergun type approach. By targeting the right people through behavioural targeting, it not only makes your campaign more effective, but more efficient because you are not wasting money advertising to people who are not in the market to buy your product.

Ian Dowds, Vice President UK, at Specific Media will talk you through how, with Specific Media’s help, you can ensure your messages are hitting the right audience online, at the right time, in the right place.

After all, smart, data-driven insight can help inform you of your potential customers. Then you can give them more of what they want.

Who should attend?

Anyone that wants to know how to accurately reach their intended target market online with relevant advertising that appeals to them.

Speaker details: Ian Dowds, UK Vice President, Specific Media Ian Dowds joined Specific Media in February as UK Vice President. Dowds has had a strong career in media, both within the agency and sales worlds, and has brought a wealth of experience to Specific Media UK. Within his role at Specific Media, Dowds is responsible for UK sales operations. Prior to Specific Media, Dowds worked for 4 years at Turner Media Innovations where he was appointed as Sales Director. He was responsible for driving advertising, sponsorship, online and new media for a range of media properties as well as negotiating all Turner airtime deals across all London and UK media agencies. While Ian was at TMi they won Campaign Sales Team of the Year award, were short-listed for Media Week Sales Team of the year and won 2 consecutive Golds at the annual Media Week Awards. Before joining Turner Media Innovations, Dowds served as Managing Partner at MindShare for four years where he ran the TV planning and buying for a number of clients including Kellogg’s and “3”. Dowds had previously gained extensive experience in media sales at TSMS, then one of the largest ITV sales houses. Dowds studied English & French literature at York University. He is currently studying an MBA with the Open University and received a Post Graduate certificate in Business Administration in 2006.