PowerPoint Presentation
Audience ExtensionJeroen CorverRegional Digital Solutions
Manager
The way we buy has changedThe average shopper connects with 10.4
sources of information before making a decisionThe digital journey
gently influences them through the decision making process before
they finally take action84% of shoppers said that the ZMOT shapes
their decisions
How Display is bought and sold
Advertiser / Agency buys direct from Publishers sales
teamAdvertiser / Agency buys from Ad NetworkAdvertiser / Agency
buys from Ad Exchanges via a Demand-Side-Platform (DSP)
Advantage of a demand side platformAudience Targeting based
on:Online behavior3rd party datacategory sitesContent and
keywordsManage Frequency cappingReach audience across multiple
platformsMobileVideoDisplayOptimize towards advertiser
KPIAwarenessClicks Conversions
Buy audience not sites
Who is your audience?Reach your audience by targeting by:
DemographicOnline BehaviorContent ConsumedSites visitedSearch
HistoryExact Location
audience targetingBenefitsReaches highly specific audiences that
has shown online behavior to be in market for your product or
serviceMinimizes wasted impressions by targeting a specific
audience rather than specific sites. Job title targeting offers the
ability to reach your audience based on occupation or industry
Uses 3rd party data to identify and reach specific audiences
based on who they are and what they buy as they visit sites within
our large network of professionally-published national and local
websites.
Website Targeting is designed to reach a target audience through
relevant content on customized site lists.
BenefitsAds are served on sites relevant to the desired topic
and/or keywords as well as sites featuring content relating to the
desired topic. Topic Targeting broadens the advertisers reach to
optimize toward the best performing sites, topics and adsPlace
display advertising onto pages with content that matches a certain
list of keywords or phrasesWebsite content targeting
Search retargetingSearch Retargeting uses 3rd party data and a
custom keyword list and reaches the audience based on recent search
behaviors.
URL of landing page after search is performed.
Partner Site site-level search engines.
Mobile advertising & geo fencing
BenefitsGeo-fencing your location, your competitors, and your
best customer neighborhoods focuses your budget and pulls consumers
in the area to your door
Provides a great way to reach people at different times of the
day, without desktop limitations
CTR averages are historically higher than a standard web display
campaigns
The close proximity of users to the advertisers location makes
location the most important targeting tacticGeo-targeting is
available by location, distance radius, DMA, & US zip
codes.
Retargeting adsFollow customers after they click or visit a
websiteIncrease the frequency of ads to users who have shown
interest in a product or serviceImportant to control the amount of
frequency
CUSTOMER VISITS YOUR SITE OR CLICKS ON YOUR BANNER ADRETARGETING
FOLLOWS THEM WITH YOUR AD
Video pre rollTarget millennials 18-35 marketVideo runs in
uncluttered environmentOnly pay when video is watched in
fullAudience targeting capabilities based on online behavior or
content consumed
TBSFXCWCOMEDY CENTRAL
48%44%43%41%41%
Questions?
