The Brave New World of Programmatic Targeting

The Brave New World of Programmatic Targeting

by | Jul 26, 2024 | Blog, Business, digital marketing, Programmatic, SEO

The Brave New World of Programmatic Targeting

 

Adam Latham

The Cowbell Agency

In the ever-evolving landscape of digital advertising, the ability to precisely target audiences has made digital and even television advertising far more efficient and effective. Programmatic Advertising has revolutionized this space, allowing advertisers to reach potential customers with unprecedented accuracy. This blog will explore the various ways we can leverage different types of data to optimize audience targeting in digital advertising campaigns.

First-Party Demographic Data

First-party data, collected directly from your audience, provides invaluable insights into who your customers are. This data includes age, gender, income, education level, and more. But that really only scratches the surface of the demographic data we can now leverage. There are more than a thousand different data points, from types of cars, roof type, size of garage, swimming pool, age of home, residency length, equity in homes, credit ratings, levels of expendable income, hobbies and interests, occupations, and job titles. By analyzing this information, advertisers can create highly personalized campaigns that resonate with specific demographic groups.

Third-Party Behavioral Data

Third-party data providers offer behavioral data that tracks users’ online activities, such as their browsing history, past purchases, and interests. This data enables advertisers to target users based on their demonstrated behaviors and interests. For instance, if a user frequently visits websites related to fitness and wellness, they can be targeted with ads for health supplements or gym memberships. But again, it goes much deeper than that. Let’s say you have an ecommerce site that sells sporting equipment. Instead of sending ads to everyone with an interest in sporting equipment, you could limit it to only those who have previously purchased sporting equipment online. 

Geo-Fencing

Geo-fencing is a powerful tool that allows advertisers to target audiences based on their physical location. By setting up virtual boundaries around specific geographic areas, advertisers can deliver ads to users within those boundaries. This technique is particularly useful for local businesses or events. For example, a campaign could target users attending a music festival or a sporting event by setting up a geo-fence around the venue.

Keyword Contextual Data

Keyword contextual targeting involves displaying ads on web pages that contain specific keywords relevant to the advertiser’s product or service. This method ensures that the ads are shown to users who are likely interested in the content they are viewing. For example, an outdoor gear retailer could target ads on pages discussing hiking or camping.

Online Behavior

Analyzing online behavior, such as search queries, social media interactions, and website visits, allows advertisers to understand users’ interests and intent. This data can be used to create more relevant ad experiences. For example, if a user frequently searches for travel destinations, they could be targeted with ads for flights or hotel deals.

Case Study: The Cowbell Agency’s Campaign for the Orange County Drug Free Coalition

At The Cowbell Agency, we recently executed a highly targeted campaign in collaboration with We Are Kymera, an Orlando-based agency, for the Orange County Drug-Free Coalition. The goal of this campaign was to reach an at-risk audience of young adults with a strong, impactful message.

To achieve this, we employed a multi-layered targeting strategy that combined several advanced techniques:

  • Demographic Targeting: We focused on middle to high-income communities where young adults are present in the home, ensuring that our message reached the right demographic.
  • Geo-Fencing: We set up geo-fences around locations frequented by our target audience, such as concerts, nightclubs, and university campuses. Additionally, we employed a unique approach by geo-fencing specific urban areas and parks during late evening and early morning hours. Again, the goal here is two-fold: 1) find your audience, and 2) increase the cost-efficiency by eliminating waste. If we geo-fenced the downtown areas all day, we would put hundreds of thousands of individuals into the audience.

This comprehensive targeting strategy allowed us to deliver over a million ad impressions to the at-risk audience with minimal wasted exposure.

Multi-Channel Saturation

To maximize the reach and impact of our campaign, we utilized a multi-channel approach, saturating various platforms and devices with our message. 
Although we didn’t use all platforms in this program yet, when we say “multi-channel saturation” we mean it. Our channels we can deliver Programmatic Advertising into include: 
  • Connected Streaming Television (CTV)
  • Mobile Device Streaming Television (OTT)
  • Device Channels for Mobile Phones and Tablets
  • Website Pre-Roll Video Ads
  • In-App Video and Display Ads
  • In-Browser Display Ads
By leveraging an expansive advertising network, including but not limited to the Google Display Network, we ensured that our ads reach your target audience wherever they are active online.

Conclusion

These advanced targeting techniques utilized in this campaign can also be applied to a wide range of businesses looking to improve their brand awareness and exposure. By employing a well-rounded strategy that includes first-party demographic data, third-party behavioral data, geo-fencing, keyword contextual data, and online behavior analysis, businesses can effectively reach their desired audience with minimal wasted impressions. At The Cowbell Agency, we are committed to helping our clients achieve their advertising goals through innovative and data-driven strategies.

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Mastering the Art of Conquest Campaigns: A Powerful Marketing Strategy

Mastering the Art of Conquest Campaigns: A Powerful Marketing Strategy

by | Aug 30, 2023 | Blog, Business, digital marketing, Marketing, Performance, Programmatic

Mastering the Art of Conquest Campaigns: A Powerful Marketing Strategy

Adam Latham

The Cowbell Agency

In the arena of business, it’s time to acknowledge a simple truth: it’s a war. And victory and survival hinges on outmaneuvering your competition or, at the very least, securing a slice of their market share.

As we’ve explored in recent posts delving into Programmatic Advertising, there are numerous methods to target potential customers today. However, one method that stands out for its simplicity and effectiveness is what we call a “conquest campaign.”

You’ve probably encountered this type of advertising, even if you weren’t aware of it. Imagine you visit a new car dealership, which we’ll call “dealer A.” Later that evening, while watching streaming television, you come across a commercial for one of their rivals, “dealer B.” You might think it’s a mere coincidence, but in reality, it’s no accident. Your phone was active, and you entered a “geo-fence” that categorized you into an audience receiving ads from “dealer B.”

These conquest campaigns, as mentioned earlier, are strategically straightforward and remarkably potent.

Now, let’s delve into the businesses that are prime candidates for this style of marketing. Suppose you’re launching a new nail salon. Sure, you could attempt to persuade individuals who infrequently get their nails done to give your salon a try. But is that more effective than sending a coupon to all existing customers of nail salons within a 10-mile radius of your new establishment?

Here’s the blueprint:

  1. Craft Your Message: Start by formulating a compelling offer or claim that entices potential customers to try your nail salon.
  2. Identify Your Competitors: Locate all your competitors and establish geo-fences around their locations.
  3. Geo-fence Your Storefront: Define your own conversion “target zone.”

Once your campaign is live, individuals who visit your competitor’s nail salons will start seeing online display ads while browsing the internet over the following weeks. These ads may even pop up in the mobile apps they frequently use, with in-app advertisements being particularly effective for this campaign. For businesses with more substantial budgets and high conversion values, extending this strategy to streaming television can provide an even broader exposure. However, it’s crucial to assess the cost per thousand impressions (CPM) to determine if it aligns with your goals.

Every time someone who viewed your ad subsequently walks into your establishment, it’s considered a “conversion.” This approach undeniably stands out as one of the most potent ways to swiftly compete in a market primarily reliant on in-person, brick-and-mortar interactions.

A successful “conversion” necessitates three essential components:

  1. Presence in a Competitor’s Establishment
  2. Receipt of an Ad
  3. Subsequent Entry into Your Business

If you’re eager to delve deeper into this cutting-edge marketing strategy, don’t hesitate to reach out to us. Our team is here to guide you through the intricacies of conquest campaigns and help you attain the competitive edge your business deserves.

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CIP – Custom Industrial Products

CIP – Custom Industrial Products

by | Jun 15, 2023 | Blog, Business

CIP – Custom Industrial Products

Adam Latham

The Cowbell Agency

DIGITAL SHOWCASE:

Recent Agency Samples of Work

While this may look like a standard, 2-page spread ad, to achieve the look we wanted when needed a perfect image of the product. To get the angle just the way we wanted it, accentuating the height and trailing off in the right-side horizon, and in a clean environment…well, it didn’t actually exist. This is actually 8 of the work platform units connected (which is one of the key features of the product). Since we couldn’t actually photograph it, we went to some cool 3-D modeling software and had to create the structure from spec sheets. Then of course there’s colors, textures, lighting and shadows.

 

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Unlocking the Power of Targeted Advertising

Unlocking the Power of Targeted Advertising

by | Jun 14, 2023 | Blog, Business, Marketing, Performance, SEO

Unlocking the Power of Targeted Advertising

Adam Latham

The Cowbell Agency

In the ever-evolving landscape of digital advertising, businesses are constantly seeking ways to maximize their return on investment and reach the most receptive audience. The key to achieving this lies in identifying and targeting the right audience – individuals who are most likely to become customers. By focusing their efforts and budget on engaging with this specific group, advertisers can enjoy significant cost savings. In this blog post, we will explore the different methods of identifying the right audience and how it ties into the effectiveness of a DSP or programmatic advertising model.

(Even before we get too deep into this, I realize I have already introduced some jargon or acronyms that people who don’t speak advertising geek might not understand. If you want to better understand exactly what DSP or programmatic advertising is you can refer to HERE

Identifying and Targeting the Right Audience

To effectively reach the right audience, advertisers have access to a wealth of data-driven insights that help them understand consumer behavior and preferences. Now, some of you right now are repulsed by the notion advertisers have access to this data. But get over it. We do. Take your consumer hat off for just a moment, please your business owner or advertiser hat on, and just embrace the many different ways we can target. 

Personal Demographic Information:

Understanding the demographics of potential customers is crucial. This includes factors such as age, gender, marital status, education level, income, home value, and even specific details like car make and model. By analyzing these demographic attributes, advertisers can tailor their messaging to specific subsets of the population that are most likely to be interested in their products or services.

In fact, trying to prepare a list or spreadsheet of ALL of the different levels of demographic data is virtually impossible. The depth of different attributes changes and evolves from day to day, and the true beauty is when you combine different attributes, which can provide an almost infinite list of possibilities. If that sounds like an exaggeration, imagine if you will for an advertiser who might make branded accessories for people who own Jaguars. Imagine the ability to deliver everything from online display ads to actual television ads, during the most popular streaming television show, but only paying to deliver that ad to people watching who a) own a Porsche, b) have an online behavior history purchasing similar items, and even has 5X to 7X the average discretionary income. 

Gone are the days of paying to deliver ads to people who don’t want, need, or can’t afford your product or service.

Online Behavior:

Online behavior provides valuable insights into consumer interests and habits. Keyword search analysis allows advertisers to identify individuals who are actively searching for products or services similar to what they offer. Contextual content viewed allows targeting based on the type of content users are consuming, ensuring that ads are relevant to their interests. Moreover, analyzing the types or categories of websites visited provides valuable information for advertisers to determine the online preferences and align their ads accordingly. 

Previous Purchasing Behavior and Habits:

Studying customers’ past purchasing behavior and habits helps businesses identify potential customers with similar characteristics. By analyzing previous purchase history, brands can create lookalike audiences – individuals who exhibit similar behaviors and preferences to their existing customers. This approach enables advertisers to target prospects who are more likely to convert, thus optimizing their marketing efforts.

Geographic Location:

Geographic location plays a pivotal role in targeting the right audience. Advertisers can narrow their focus to specific regions, cities, or neighborhoods by leveraging geographic location data. This allows them to tailor their messaging to local audiences who are more likely to be interested in their offerings due to their proximity to the business location.

Event or Business Geo-fencing:

Event or business geo-fencing is a powerful technique that enables advertisers to target individuals in specific physical locations. By setting up virtual boundaries around events, trade shows, retail stores, or competitor locations, advertisers can deliver relevant ads to individuals who enter or exit these boundaries. This approach allows businesses to engage with potential customers who are physically present at specific locations or have shown interest in similar events or businesses.

The Role of DSPs and Programmatic Advertising

Here’s where all this comes together. After you identify your ideal target audience, you want to be able to reach them. This is where Demand-Side Platforms (DSPs) and programmatic advertising play a crucial role in efficiently doing that. When we say “demand-side” what we are talking about are these opportunities when when websites, video providers, social media platforms, and yes, even streaming TV content providers, are asking for ads to serve up. If you watch any streaming television (and there are more of you than cable watchers now), it happens very fast. The show is pausing for a commercial and that little wheel in the corner of your screen is spinning. A few seconds later, it tells you how many minutes of commercials it is going to show you. In those few seconds, the AI in the background found ads specifically targeted to you. Cool, uh? Well, I think it’s cool. Some people find it scary. But for the life of me, if I have to be served up two minutes of ads, I can’t understand why it is better to see an ad meant for a 17-year old, female, who is actively downloading boy band tunes. Why not see ads for things I actually might want to buy. And yes, I get how that gives us marketers a lot of power. Again, embrace it and take advantage of it. 

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Understanding Demand-Side Platforms (DSPs) and the Programmatic Advertising Revolution

Understanding Demand-Side Platforms (DSPs) and the Programmatic Advertising Revolution

by | Jun 13, 2023 | Blog, Business, Performance, SEO

Understanding Demand-Side Platforms (DSPs) and the Programmatic Advertising Revolution

Adam Latham

The Cowbell Agency

Programmatic advertising has revolutionized the way digital ads are bought and sold. Instead of manual negotiations and direct sales, programmatic advertising uses data, algorithms, AI, and automation to streamline the ad-buying process. It allows advertisers to target specific audiences, optimize campaigns in real time, and achieve greater efficiency and effectiveness. In this blog post, we will delve deeper into programmatic advertising and explore how it enhances targeted advertising efforts.

What is Programmatic Advertising? 

Sometimes, the most fundamental or basic questions are the most difficult to answer. If you were to ask two different marketers you might get two different answers. Here’s the way I like to explain it. Let’s look at the different “functions” of advertising. There’s creating content and messaging, and then there’s delivering that content and messaging. Pretty basic concept. 

Now, we have DSPs, or Demand-Side Platforms that are asking for ads. They have demand, and they want that demand filled so they can get paid. They can be part of the Google display network, an independent website, an app, or a video news site, or…geez, this list could go on forever. Let’s just say they deliver content, even as far up the food chain as an entertainment provider like Hulu, Tubi, or Netflix. 

What happens very quickly is a transaction. And this happens constantly, 24 hours a day, and simultaneously. There’s no way any individual could see the request, read the request, and agree to the request. So what happens is you configure a campaign that is programmed to respond to these requests. That is why it is “programmatic.”

And just to confuse things even more, the content providers could never agree to these things in advance because they don’t know the parameters of the deal until that final variable is in place: YOU are watching the content. Each and every one of us merits a new negotiation.

This isn’t as complicated as you may think (or maybe it really is and I’m just so dived into this my perception of reality is altered). Let’s say individual A, who is a 65-year-old male who lives in a specific geographic area, is watching a college football broadcast on a Saturday afternoon. There may be a thousand different campaigns that want to show him ads as long as they don’t exceed $1.50 to show him. The demand goes out, the order is filled, and he is seeing ads. Now, let’s change that slightly. Individual B is watching the same exact broadcast from the same exact content provider and lives right next door to Individual A, but, this individual is a 35-year-old who owns a Porsche and has 7X the discretionary spend level of the average American. For this individual, the request goes out, and it finds that a company that makes Porsche-branded leather jackets is willing to pay up to $3 to show that person an ad. Guess what, the content provider finds, offers, gets acceptance and shows him this ad so that they double their money.

If you want to learn more about the many different ways we can target including geo-fencing, go to this link HERE

These offers and acceptances take place while you are waiting for commercials. This real-time bidding (RTB) is a key component of programmatic advertising. It enables ad inventory to be bought and sold in milliseconds through automated auctions. Advertisers can bid on ad impressions based on their targeting criteria, and the highest bidder gets their ad displayed to the desired audience. This dynamic bidding process ensures efficient allocation of ad spend and maximizes the potential reach of campaigns.

The “programs” that run these campaigns use a combination of Big Data and AI to keep these running in the background. They are called Demand-Side Platforms (DSPs). These software platforms provide advertisers with a centralized interface to set campaign parameters, target specific audiences, and optimize ad spend. DSPs integrate with ad exchanges and supply-side platforms (SSPs) to access ad inventory from multiple publishers, ensuring a wide reach for advertisers.

The capabilities offered by DSPs are diverse and powerful. Advertisers can leverage audience targeting features to define their ideal customer profile and deliver ads to the right individuals. Real-time bidding on ad exchanges enables them to bid for ad impressions based on predefined criteria, ensuring that their ads reach the most relevant audience.

Furthermore, DSPs offer ad creative management tools, campaign tracking features, and comprehensive reporting capabilities. These functionalities enable advertisers to monitor campaign performance, make data-driven optimizations, and gain valuable insights into their ad campaigns’ effectiveness.

That’s how I describe the whole thing, acronyms and jargon included at no extra cost.  But if you’re the type of person who likes the Wikipedia sort of way of answering that question of “what is programmatic advertising”  it might read:

“Programmatic advertising empowers advertisers to leverage sophisticated targeting options to reach their desired audience segments. By utilizing demographic information, browsing behavior, location, and interests, advertisers can tailor their ad campaigns to specific audiences. This level of precision targeting ensures that ads are shown to the right people, at the right time, and in the right context.”

That actually wasn’t as painful as I thought. 

Conclusion

Programmatic advertising, facilitated by Demand-Side Platforms (DSPs), has transformed the digital advertising landscape. It offers advertisers greater efficiency, precision targeting, and real-time optimization capabilities. Through programmatic advertising, businesses can reach their target audiences more effectively, improve campaign performance, and achieve a better return on investment (ROI).

DSPs play a critical role in programmatic advertising by providing advertisers with the tools and infrastructure to manage and optimize their ad campaigns. These platforms enable advertisers to leverage data-driven insights, reach the right audience at the right time, and make informed decisions to drive their digital advertising success.

As the digital advertising industry continues to evolve, programmatic advertising and DSPs will remain key components in the arsenal of advertisers seeking to maximize their online advertising efforts. By harnessing the power of programmatic advertising and utilizing DSPs effectively, businesses can elevate their digital advertising strategies and achieve their marketing goals. Embracing programmatic advertising opens up a world of opportunities for targeted advertising, enabling businesses to connect with their audience in a more precise and impactful manner.

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