Digital advertising is constantly changing, which means the variety of targeting options are endless and, frankly, can be overwhelming. While it can be easy to keep your digital advertising engine running on the status quo, it’s important to stay on top of trends for new tools, technologies, and features. Who doesn’t want to capitalize on every opportunity to be successful, continue to grow, learn new tactics, and thrive in your digital advertising?
Introducing: Supported Solutions
We’re excited to open up our Supported Solutions offerings: a variety of tactics available to our partners and can be implemented with the help of our Client Experience team.
Let’s take a deeper look at each of these tactics and how they fit into your digital advertising strategies. Best part? These are all available to you right now through our team. Already know you meet the requirements and interested in launching these today? Reach out.
- Geofencing & Geoframing
- Brand Safety & Viewability
- Private Marketplace
- Language Browser Targeting
- Advanced CRM Matching
- Connected TV
- How to Implement in Choozle
Geofencing & Geoframing
Reach customers based on precise mobile geolocation data. Geofencing empowers you to target mobile devices by their current geolocation. Geoframing enables you to target mobile devices with historical geolocation data. Both tactics can be used to reach customers of events, attractions or stores.
Choozle offers a number of geolocation targeting types in-platform, including nation, state, city, DMA and postal code targeting. That being said, certain circumstances warrant collecting user devices in a more granular location. Geofencing affords marketers the chance to narrow the scope of their campaign’s targeting to geolocations more narrow than the pre-built options available in our campaign setup. Geoframing allows marketers to collect users who have been to a location for retargeting at a later time. In both instances, mobile device data is collected and utilized to create a more niche audience than standard geolocation targets allow.
Brand Safety & Viewability
Improve where and how your ads are seen to meet the goals of your brand. Leverage pre-bid brand safety and viewability targeting to align the placements you bid on with your brand, language, location, suspicious activity, and viewability requirements. While Choozle and our network partners both take precautionary steps to ensure the brand safety and viewability of your campaign’s performance sometimes you need the extra level of reassurance. Our preventative efforts are based around industry benchmarks and standards and cover a wide range of brand safety topics outlined above, but your brand may have safety constraints that exceed the universal terms covered through our efforts and require to enable extra protection.
We understand that these preferences are a bit more personal to your brand and may not meet universal brand safety considerations so Choozle makes brand safety and viewability solutions available for users to tailor their advertising to those personal preferences. For example, your brand’s brand safety guidelines may include never falling on a webpage with certain lifestyle topics, or even your competitor’s name. This is why we have opened up these options to Supported Services so we can help you find the best solution to your campaign objectives.
Private Marketplace (PMP)
Private Marketplace (PMP) is a real-time bidding environment in which a publisher makes its inventory only available to select buyers. This inventory is purchased programmatically, but with price and access restrictions that limit buyer access based on determinations from the publisher. Pre-negotiated private marketplace deals give you programmatic access to exclusive sizes or publishers for a lower cost than buying directly from the publisher.
Private marketplace offers marketers greater control over the site, section, sub-section or creative that may be shown in an ad. As a result, private marketplace is an appealing tactic for brand safe-conscious marketers or marketers concerned with the viewability of their placements. Some marketers may opt to utilize private marketplace as an ad group within their advertising campaign, complementary to other tactics. Since our private marketplace library is comprised of all premium advertisers, it affords certain name recognition of their brand’s ad placements. This premium auction often comes at a higher-than-normal price and requires participants to pay a certain price floor or high-priced minimum CPM.
Language Browser Targeting
Create a more impactful advertising experience for audiences by targeting them with tailored multilingual creative. Use language browser data to target ad placements reaching people in their desired language.
Language Browser targeting lets you reach an audience that speaks one or multiple languages, allowing you to reach your users even if they’re physically located in non-native areas. For example, users who choose Spanish as their language preference will see ads targeted to Spanish speakers. However, if an English speaking user is located in Spain and doesn’t specify a language preference, then they will still see ads targeted to Spanish speakers based on their location.
Advanced CRM Matching
Leverage unique consumer data to find your target audience online. Our advanced CRM matching offerings with Support Services allows for the uploading hashed emails or full addresses for matching to target your customers in your digital advertising campaigns.
CRM targeting allows you to target individuals from your Customer Relationship Management (CRM) system and run account-based marketing campaigns against a known list of contacts. Leveraging CRM targeting makes it simple to grow your business and serve ads to users who have already demonstrated an interest in your product or service. To use this feature the advertiser account must have an active data package. Upon enablement of the Data Package, you may upload up to 40k CRM records without incurring an additional charge. Any CRM records uploaded over the 40k threshold will incur a $5 CPM charge.
Reach cord-cutting households with Connected TV video advertisements. Connected TV is any device you connect to your TV allowing for a continuous stream of content– meaning that as long as your internet connection is not disrupted, you don’t need to wait for an entire piece of content to download before hitting play. Choozle offers Connected TV offerings that includes inventory on streaming services like ESPN, or devices like AppleTV or Roku.
More and more consumers are moving away from traditional television to connected TV. It’s becoming more popular than traditional television as the number of households with a connected TV reached nearly 70 million in 2018 (Source: AdWeek), a number that’s only continuing to grow. With Connected TV you can use similar targeting tactics—like data or geolocation—to serve high-quality video ads in a more controlled environment. Similar to PMP, this premium ad space often comes at a higher-than-normal price and requires participants to pay a certain price floor or high-priced minimum CPM.
How to implement Supported Solutions in Choozle
These additional targeting tactics are available to Choozle’s partners and can be implemented with the help of our Client Experience team. We want to help you capitalize on every opportunity to be successful and continue to grow, learn, and thrive in your digital advertising efforts.
All of these tactics require setup support from our team. To find out how you can implement any of the above now, reach out through the Support Center.