BASIC TARGETING METHODOLOGY USING A DSP
A DSP aka demand side platform allows you to target users via multiple formats that generally include display banners, video and native advertising. Whatever the format, you need to make sure that your ad has the best possible chance of reaching the right audience. In this short post, we’ll walk you through the main ways a DSP allows you to target. Don’t forget to research and fully understand who your audience so that you select the right targeting parameters. Let’s dive in and take a look:
Geo-Targeting is probably the most basic targeting methodology and at the very least you should apply some kind of country level targeting. Clearly there’s no point in advertising to people in Timbuktu if you only sell to people based in the United Kingdom.
Options include Country > state/region > zip code / post code or LAT LONG co-ordinates.
Day Part Targeting refers to the hours of the day that your campaign is live. We often have requests from advertisers who only want to advertise between the hours of 7am and 10pm. This is normally associated with brand safety, however, there maybe other reasons for using day part targeting. Let’s say you have an app that helps people relax, well maybe it makes sense to advertise just before bed or first thing in the morning, where people are in a different frame of mind and are perhaps more open and could be more responsive to your messages.
Audience targeting, typically allows you to select audiences based on their interest or behaviour. Here’s a quick snapshot at the most effective routes.
- Affinity Audiences (interest)
- Customer match (using email address, phone number or other method to learn more visit Liveramp
- Demographic such as age and gender
- In-Market audiences e.g. inmarket to buy a used car
Re-Targeting, we’ve all seen those annoying ads that seem to follow us around after we’ve visited a retailers site. These ads are known as retargeting ads and can have a product feed showcasing the exact products you viewed + other products that you might be interested in. These product feeds can be implemented using an adserver such as campaign manager from Google DV360. Where most businesses go wrong with re-targeting is not frequency capping and thus bombarding the user with too many ads too often. Make sure you control the number of times an ad is seen by a user respecting the balance between selling and privacy and applying a reasonable frequency cap such as 1 in 24 hours.
Device targeting, perhaps the product you’re selling is an app? Well it probably makes sense to only serve ads on mobile devices, where the path to purchase is shorter. Device targeting allows you to control whether you target mobile, desktop or tablets.
Browser Targeting – Maybe you need to target Apple users only. Well perhaps a good starting point would be targeting the Safari browser whose audience is typically Apple users. Browser targeting on the most widely used DV360 platform include:
- Internet Explorer
- Microsoft Edge
We’ll look to deep dive into some of the more advanced DSP targeting tactics later but for now we hope you find the above a welcome introduction.