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BizReport : Internet : February 20, 2012

3 Questions with AudienceScience

Recently Stuart Colman was named Vice President, International, with AudienceScience. While we don't normally report on personnel changes, I thought this would be a good opportunity to chat with Stuart about changes to the global, online marketplace. His thoughts follow.

by Kristina Knight

Kristina: Stuart, you were just named VP, International for AudienceScience - what are you hoping to accomplish, near term, in that role?

Stuart Colman, Managing Director Europe and VP International, Audience Science: Asia pacific is an exciting region for AudienceScience and has fantastic growth potential for our business. It's an exciting time to be entering the market place as the demand for audience-based marketing is gathering real momentum in the region.

In addition to this I feel that my experience and knowledge of the business means I am well positioned to ensure we are as successful in Asia Pacific as we have been in other markets. I will be responsible for overall business management of the region, overseeing business development and account management. I feel this role will enable me to provide the strong existing teams with sound advice and strategic and managerial leadership as well as drive business growth and the adoption of audience targeting technology amongst publishers, agencies and media buyers.

Kristina: Audience targeting has been around a couple of years now; what trends are you seeing so far in 2012?

Stuart: • Big Data will be become more and more important: AudienceScience have been managing 'big data' for over a decade - at any one time, there are more than 300bn data points under management in our Data Management Platform (DMP), so we are believers that 'big data' can help facilitate better marketing decisions. Better marketing is about putting the right message in front of the right person at the right time, and doing that in an efficient, competitive manner. The insight and depth that systems such as our AudienceScience Gateway DMP can offer advertisers can transform how they look at their digital marketing; placing people - the very people who are looking to buy their products - back at the heart of their marketing strategy.

• A rise in brand advertising online: Without question we will see a rise in the number of big brands using online advertising. Data driven marketing is offering brand advertisers a vehicle through which to embrace digital marketing and overcome the challenges of limited supply in key contextual environments. By using the insight available through DMPs, brand advertisers are able to ensure their advertising is reaching the right kind of users, delivering the greatest value for their 'brand dollars' and broadening the areas where they can be effective. We are seeing more and more advertisers placing audience targeting at the heart of their brand strategy online and I see this area continuing to grow throughout the next 12 to 18 months.

• Regulation will continue to be a primary concern for the industry in 2012. As the industry moves forward with plans for self-regulation, transparency and education will remain a focal point throughout 2012. We will see more and more advertisers and audience targeting organisations using the Enhanced Notice Icon and being open and transparent with what data they use and how they collect the data. Privacy policies will become highly visible on websites and consumers will be given more control over the advertising content they are served.

• Multi-channel campaigns. Online advertising is steadily being seen as part of the overall marketing mix, with more and more advertisers looking to use online advertising as part of a more comprehensive multi-channel campaign. We will see a rise in advertisers engaging audiences across different media (including traditional media) but also engaging consumers on different web-enabled devices and through different types of advertising such as display banners, video and search-based context ads.

Kristina: Over the past year real time bidding has become bigger with online advertisers; is RTB the future of targeting/audience segmentation?

Stuart: RTB was seen 12 months ago as the saviour of display advertising, promising CPM uplifts for publishers and reduced CPM costs for advertisers and agencies - clearly the two are incompatible and the value of RTB sits within a wider 'data driven audience buying strategy'. This includes site, audience type, audience insight, creative messaging and where appropriate, attribution modelling. So, yes, RTB will play a part in the future of targeting, but as part of the puzzle rather than all of the answer.

Tags: advertising trends, AudienceScience, data collection, data trends, online advertising, Stuart Colman

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