Buying impressions: A changing landscape?

“Anyone familiar with online media is well aware that it is constantly changing and something new is always just around the corner. These changes affect the way we plan and buy media. With technologies improving, I’ve been getting more involved with search retargeting, impressions retargeting, behavioral targeting and contextual targeting. To briefly explain in some detail each of these:

-Search retargeting: Targets an audience with display ads based on user search history and landing activity. It combines the efficiency of search and the reach and branding power of display. Search retargeting is based on users who have searched for your target keywords AND have landed on a tagged page. Essentially it’s a landing that results from a search.

-Impression retargeting:
Buy a small number of impressions on sites that offer good content alignment and brand recognition, but will likely have high CPM’s (i.e. CNET, IDG sites, TechWeb sites, etc) We then retarget these users with additional advertising to achieve a critical ad frequency, but through networked real time bidding. Objective is to follow engaged target users beyond the core sites at a fraction of the cost.

-Behavioral targeting: A technique used to increase the effectiveness of campaigns through information collected on an individual’s Web-browsing behavior, such as the pages they have visited or the searches they have made, to select which advertisements to display to that individual. A more targeted experience will naturally be more interesting to a user and provide an improved visitor experience.

-Contextual targeting: Targets an audience with display ads through content rather than the users search history or behavior.  Vendor identifies and understands content relevance, specific to a brand’s goals, at a page level — versus the site or category level — and facilitates real-time decision making and ad placements based on content that’s highly valuable to a brand’s individual campaign goals. They rank and score content to determine its relevance in relation to goals, versus relying solely on keywords. Ability to build strategies around specific topics as well as target competitor content.

In this difficult economic time, these techniques allow us to bring a more aggressive strategy to the table for our clients. They also allow advertisers to maximize reach with limited budgets and provide the very highest targeting of ads to engaged buyers and information seekers.

By no means am I saying that I think direct buys are going away, but that a more efficient way of buying impressions continues to get better and provide us with much more useful information about the campaigns we run.”

Carrie Cooney
Just Media, Inc.

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