By: Andrew Fischer
With consumers now more digitally engaged than ever before, there is a greater need for marketers and advertisers to carefully consider their digital advertising strategies. This is true across all channels, none more so than digital display advertising.
Like all advertising mediums, digital was originally targeted largely by context or content. If you wanted to reach someone in the market for a new car, you would plan your advertising to run on an automotive website. This was quickly complemented and enhanced by behavioral targeting. From our example, behavioral targeting allows one to target someone who has visited multiple car sites over a specific period of time – thus leveraging his or her behavior to better decipher intent.
Scalable third-party data is the newest entry into the targeting space. This essentially enables marketers to target groups of individuals with highly specific levels of segmentation. One can now reach an individual of a certain age and income, who is known to be in the market for a specific type of car, and serve campaigns to him or her anywhere online – whether he or she is perusing automotive content or not. Marketers can target the individual, not the content.
The estimated 45 percent growth of programmatic media buying is a sign of the increasing importance of data and how it impacts a successful marketing strategy. The application of data in digital advertising campaigns will allow marketers to bring highly relevant and striking messages to customers, but still achieve it at scale with unprecedented levels of real-time optimization to boot.
So what type of data is available to marketers for targeting in digital advertising campaigns?
- Geolocation: Geolocation or Geo targeting is the method of determining the geolocation of a website visitor and delivering different content to that visitor based on his or her location, such as country, region/state, city, DMA, metro/zip code, metro/zip code radius.
- Contextual/categorical: Contextual targeting enables marketers to target a specific category or content on websites or other media, such as content displayed in mobile browsers. This allows marketers the ability to display advertising with relevant content, such as a family travel ad on websites in the family lifestyle category.
- Site list: Site list targeting enables marketers to target specific websites. This allows marketers the ability to create preferred websites that they would like their ads to be displayed on.
- Retargeting: Retargeting allows you to target users who have previously visited your website with ads across the Web.
- Third-party data: One of the biggest catalysts of RTB/programmatic advertising, third-party data enables any advertiser to create and target highly specific audiences across an immense array of customer segmentation. Third-party data firms like Acxiom, BlueKai, DataLogix and Experian organize (anonymously online) consumer groups along parameters, including purchase behaviors, detailed demographics, brand affinities, interests and activities. Thus, any advertiser can use these powerful third-party data targeting strategies to drive their own digital campaign.
In a digital age where the consumer’s media consumption is increasing – but often in a highly fragmented digital ecosystem – data is key to building an engaging and ROI-driven advertising campaign.
Andrew Fisher is a seasoned digital media entrepreneur, Andrew most recently co-founded Choozle, the leading self-service programmatic digital marketing platform which now powers media execution for over 200 global clients. Prior to Choozle, Andrew co-founded and built the RGM Alliance, a premium focused online advertising network that reaches over 120 MM consumers in the US. Andrew holds a BA in Economics from Vanderbilt, and an MBA from UCLA’s Anderson School of Business.