You’re a marketing professional and you’ve been hearing all of the buzz about programmatic media buying and are ready to seriously investigate it as a potential part of your marketing plan. But where do you start?
Here are a few targeting strategies to include in your programmatic media buying campaigns.
1. Data Targeting
Data targeting uses online & offline data from third-party data companies to reach individuals across video, mobile, display, and social mediums. This data includes demographics, purchase behaviors, B2B information and other psychographic categories.
2. Contextual Targeting
Contextual targeting allows you to place ads on websites within a specific category or topic. This allows you to reach individuals as they are researching or looking a specific category of sites individuals across video, mobile, display, and social mediums.
3. Site Targeting
Site targeting is a more traditional form of targeting which allows you to choose the publishers where your ads will appear. Creating a site list allows you to place ads on websites that you have selected. If these specific websites have inventory available to programmatic media buying than your ad could be placed.
Retargeting uses the data obtained from individuals that have recently visited your website. Retargeting generates greater online sales by keeping your brand in front of those that are already interested in your products and brings them back they’re ready to buy. This technique is effective because it helps the company focus ad dollars on current customers and people who have shown interest in what they have to offer, creating a higher return on investment in digital spending.
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