Digital Display Targeting
In the past few weeks we have been invited to discuss media plans with several new accounts. One of the overall themes we are seeing is a logic based buying mechanism. These advertisers use web sites that, one would logically assume will reach their target market through the news and information content. It is a method that can also be continually refined once data comes back from the analytics. Is the site performing better in certain areas, with certain size ads and so on. The organizations we spoke with seemed to be pleased with the results and for the most part the goals were accomplished that were set. Things can always be better. Here were our three takeaways: The Target – ( Target the consumer and not the publisher) There are technologies and data pools available that allow you to leverage your exact target. Digital advertising delivers the exact consumer requested, demographic, psychographic…. So instead of using publishers that we assume have our target market we can use digital assets to be more precise. If the brand needs to reach Men 45-54 you don’t’ need to buy Golf Digest and assume you are hitting the target. It’s a good bet for target acquisition but using one site inherently can hurt scale. You instead can engage all publishers through different mechanisms and reach the male 45-54 even if they are on GoldDigest.com or People.com. With digital media look to target the consumer and not the publisher. The Negotiation/Execution – When a publisher sees a brand coming to them directly there are many positives. Direct to the publisher allows you to better understand the entire list of assets that can be leveraged, you can use native advertising to better persuade their core consumer, and you have all the access to promotional assets and re-targeting to make sure of the highest impact. If your campaign is handling those initiative on your own or if the campaign has built in enticement mechanism and your looking for the publisher to deliver a consumer, than direct to publisher will lead to higher CPM’s. For instance if you are buying the state of Florida and you look at each market’s media driver (Tampa, Orlando,Jax,Miami) and negotiate with those publishers for digital distribution, they are looking at their market delivery to price. If they have more unique visitors than any other publisher in Orlando then they come from a position of strength and your CPMs will be 20-25.00. Jen Leigh our media director has interesting insight on efficiencies. In the instance when your buying Miami sites, Orlando sites, Tampa sites and Lakeland sites the price is going to be elevated because each market has a certain amount of scale. If you are negotiating with all markets simultaneously it naturally increases the supply. Remember we are targeting the consumer and not the sites we think the consumer would engage. The more scale(supply) you can include in the negotiation allows us to have more leverage with ALL of the region’s outlets. Scale – Consumers “surf” the web for a significant amount of information and research. This means that a market’s leading digital publisher will have trouble delivering enough scale when used exclusively. You need to add sites that your consumer uses nationally and sites that are less travelled(long tail) to truly reach the target. Once again this supports targeting the consumer directly and not going through the publisher. Effectiveness is delivered through frequency, so if the target consumer is on WSJ and then goes to the Superficial.com you can seamlessly deliver impressions throughout, thus delivering more frequencies. Depending on the consumer they can have a very wide range of interests. Targeting the end consumer allows for you to reach that consumer while they interface with several interest points. Great campaigns can happen with the direct to the publisher model, along with targeting the end consumer model. Both need to be evaluated to make sure you are achieving optimal delivery. Make sure to evaluate target, effeciencies, and scale.