21
Denise Zaraya February 15 th , 2011 Behr Paint
Denise ZarayaFebruary 15th, 2011
Behr Paint
Home & Garden enthusiasts than just about everyone
How can I make sure enough of my customers are seeing my ads?No
2
Unique Visitors in our Network10.6 Million GENDER
D E M O G R A P H I C S
C O M P E T I T I V E A D V A N T A G EDIY Network
About.com H&G
Better Homes & Gardens
Shelterpop
Do It Yourself.com
HGTV
iVillage H&G
eHow H&G
MODERN LIVING MEDIA
Haven Home Media
54% Female7.3 M
46% 3.3M
AGE
18-34 year olds4M
45-64 year olds2.9 M
HOUSEHOLD INCOME
$25-$50k3 M
$50-$100k2.1 M
$100k+2.2 M
Reaching More
35-44 year olds1.8 M
Source: comScore Media Metrix & Plan Metrix, March 2011
1.8 M
2.5 M
2.5 M
2.6 M
2.7 M
6 M
6.8 M
8.8 M
10.6 M
11.9 M
The fastest
growing H&G
network…we’ve
grown 43%
since Jan. 2010!
Our Median Age is
39!
3
Home and Garden
Heavy Spenders
in Remodeling
1.8 M 11.8 M 1.7 M .8 M .5 M .2 M .2 M .3 M
Replaced Plumbing
Fixtures
1.4 M 9.3 M 1.1 M 1.1 M .3 M .2 M .2 M .4 M
Painted Interior or
Exterior
3.3 M 23.9 M 2.9 M 1.6 M .8 M .8 M .4 M 1 M
Remodeled Kitchen or Bath
1.6 M 12.2 M 1.6 M 1.2 M .5 M .01 M .2 M .5 M
Installed Flooring
1.1 M 7.5 M 1 M .06 M .4 M . .2 M .3 M
Bought Appliances
1.9 M 21.7 M 1.6 M .9 M .9 M .4 M .3 M .8 M
Bought Furniture
1.2 M 16.5 M 1.2 M .5 M .4 M 244 .3 M .5 M
Home and Garden Enthusiasts in the right environments!Reaching More
No
Source: comScore Plan Metrix, Nov. 2010
How can I make sure enough of my customers are seeing my ads?
Home & Garden advertisers need answered…The Top 5 Questions
4
Timing is everything in this business.
I want to ensure my brand is in the best possible media environments.
Can you tell me where my ads are running?
I don’t want my competitors to have an edge…
How can I ensure my customers engage with me, and not the competition?
I want to interact with my customers where they will be most receptive.
How can I engage with my customers on more than just Display?
I want to know if my campaign is working?
How do I know if my ads are being effective?
How can I maximize my reach to in-market consumers?
No
No
No
No
No
Question 1
5
Timing is everything in this business.
How can I maximize my reach to in-market consumers?
No
6 How can I maximize my reach to in-market consumers?No
We make sure your ads get in front of your audience
Targeted Solutions
Recommendations for BehrWe believe these attributes make up potential Behr customers! And we reach millions of ‘em.
Moms 3.6 MNewlyweds 2.3 M
4.1 MLoves Remodeling
Searched for home
goods online
3.2 M .5 MJust purchased house
*comScore PlanMetrix, Dec. ‘10
Granular Targeting
vReach home enthusiasts while they’re in project planning mode and are seeking information, tips & ideas on their project.
Right where you want them Premium PlacementsAlign your brand with content specific to Kitchen Remodeling & Bath Remodeling with a focus on Faucet
content
Project-based Targeting
7
Reach in-market home enthusiasts
How can I maximize my reach to in-market consumers?No
vPaint-projects come in all shapes and sizes. Luckily, so does our audience!
Recommendations for BehrModern Living is
46% more likely to
reach bathroom
remodelers and
88% more likely to
reach kitchen
remodelers
Living Room BathroomFurniture
Refinishing Outdoor Siding Deck Remodeling
Audience Targeting
8 How can I maximize my reach to in-market consumers?No
Using the right data to find your audience
Requires making intelligent decisions with massive amounts of data. We blend our proprietary data with the best 3rd party providers to make complete customer profiles.
Finding your customers…
When you use data to ask the right questions about your audience, you can get informed answers about your audience.
*comScore PlanMetrix, March 2011
Recommendations for Behr
A U D I E N C E A T T R I B U T E S
Searched for Home Goods Online . . . . . 3.5M – 120 IndexRecently bought Home Goods in Store. . . .5M – 111 Index
Home Remodeling Project Last Year . . . . . 4.6M –150 IndexOwn a Home . . . . . . . . . . . . . . . . . . . . . . . . . 6.7M – 123 Index
Likely to have a baby . . . . . . . . . . . . . . . . . . 1M – 115 IndexConsider themselves stylish. . . . . . . . . . . . . 2.5M – 110 Index
3.1 Million Motivated Moms on the Modern Living
9
I want to ensure my brand is in the best possible media environments.
Can you tell me where my ads are running?
No
Question 2
v
v
We keep only the highest quality publishers in our network
No10
Your brand is important to us. That’s why we hand-selected 50 publishers for relevancy, quality and audience composition. We’ve made a
conscious decision to limit our network’s size so we can guarantee quality.
Hand-Selected with Love Premium PlacementsWhere you are on the page is as important as how much. Our publishers are selected for their ability to provide advertisers prime real estate. We make sure you’re ads aren’t buried where no one will see them!
Endemic Home & Garden SitesTransparency is more than a site list to us. We work with our advertisers to determine the best placements for your campaign objectives and with 3rd party verification companies to give you the peace of mind you deserve.
Only the Best
Can you tell me where my ads are running?
11
I don’t want my competitors to have an edge…
How can I ensure my customers engage with me, and not the competition?
No
Question 3
Getting an Edge Exclusive Sponsorships you can’t get anywhere else
How can I ensure my customers engage with me, and not the competition?No12
v
Create high impact, high visibility campaigns during seasonal promotions, product launches and more with exclusive inventory opportunities on highly relevant sites.
Be loud when you need it most
Roadblocks Sponsorships
Net blasts Content Takeovers
Need to make sure your brand or product is seen, and not the competition? With our 100% SOV programs, own your audience, and shut out the competition.
100% Share of Voice
SOV RECOMMENDATIONS
Top 5 H&G Site With Tim Carter Dave VandervortWith Jamie Moore
13
I want to interact with my customers where they’ll be the most receptive…
How can I engage with my customers on more than just Display?
No
Question 4
v Guide customers through a series of questions to help them find and
purchase the perfect product for them without leaving their favorite site.
Guiders® are available exclusively through Modern Living Media & other ValueClick Media properties.
Help your customers with Guiders®
v Showcase multiple products, even video, in a single ad Integrate social media with Twitter and Facebook Dynamically present promotions and discounts Capture e-mail addresses and other form data
Expandable Rich Media
More Interesting Ads Rich Media that’s so much more than Display
How can I engage with my customers on more than just Display?
No14
v
Get More Views Show off your pre-roll and videos to your ideal customers
How can I engage with my customers on more than just Display? No15
Place your in-banner or pre-roll video on our network of premium publishers selected for video placements.
Be a Scene Stealer
Sample Video Sites for BehrThese great sites have been selected for video.
vv
I Get Around… Advertise to customers on-the-go with Mobile
How can I engage with my customers on more than just Display?No16
vAdvertise on Home & Garden apps and the mobile web to reach your customers away from their computers on Smartphones and the iPad!
Mobile when you need it
300 x 50 300 x 250 Video Units
Mobile Rich Media App Promotion
Get on these primo apps and in front of your customers..Stellar Apps
GREAT MOBILE APPS
Remodelista Home Remodeler Home Loan Calc Feng Shui Compass
v Drive requests for catalogs, build your database, and drive leads on a cost per basis when customers register on endemic sites.
Lead Generation
Enhance your List Build your customer database with qualified leads
How can I engage with my customers on more than just Display?
No17
vv
Buy leads when you need them via great consumer sites.Co-registration Sample Sites
BEHR RECOMMENDATION S
#X in H&G #X in H&G #X in H&G#X in H&G
v
v
Be a Social Butterfly And make your brand famous
No18
Turn your customers into brand advocates with Facebook ads that drive Likes and create passion in your product.
Get Liked
Go to the top of the listGot at app? Push it to the top of the App Store with Cost-Per-Install campaigns.
Question 5
19
People are clicking on ads less and less…
If I’m not measuring just CTR, how do I know if my ads are being effective?
No
Behind the Stats
20
Get the real story of your campaign with re:view
If I’m not measuring just CTR, how do I know if my ads are being effective?No
v
“What did my campaign deliver?” Campaign Pacing Creative, Media, Geography Audience Maps
“Who saw, clicked & converted from my campaign?”
“Is my campaign generating brand lift?”
Demographic Household Financial
Awareness Attitudes &
Favorability
Vehicle Ownership Interests
Purchase Intent Product Preference
