Targeted Digital Advertising

Pages in advertising means more than just print

Many of our clients and partners trust us with their print placement, but the world of media consumption has changed and continues to morph.  To effectively reach your audience, it may require a layered approach that includes a combination of both physical publications and digital platforms.  Just as we have done in the traditional space – going publisher direct, building relationship, negotiating for the most competitive rates and demanding accurate results – we have done the same in the digital/online domain.   Learn more about a few of the ways that Wakeen Pages can better connect you with your ideal customer through digital advertising.

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Isn't all programmatic the same?

The short answer is no, but it is a bit more complicated than that.  The sheer number of digital media buying options can be staggering.  With hundreds of thousands of websites and media options how do you know where to start?

Programmatic is essentially purchasing digital/online advertising across a network of sites based on specific targeting parameters.  The actual process is very similar to buying and selling of stock as pricing and delivery is driven by demand for keyword and/or customer qualifications.

 

Just about every television station, radio station group, advertising agency and media buying company offers some form of programmatic buying capabilities.  What you may not know is that most of this advertising leads back to a few network exchanges.

Wakeen Pages has identified one of a handful of programmatic buying platforms that have direct access to the key exchanges and who are willing to create open-sourced (or custom) networks based on client needs.  They also place not just in display, but across all screens to include mobile, OTT and native.

 

How does Mobile In-App work & is it right for me?

Mobile advertising is delivered to any mobile-enable device through apps that consumers use such as games, weather, traffic or even voicemail.  When you download an app, you have the option to give permission to receive advertising.  This is how software companies are able to provide content at low or no cost.

Ads are tailored to users based on location, demographics and/or behavior.  Geo-fencing or geo-conquesting is the most common way to target potential customers as advertisers can define specific market areas either by a mile radius or custom mapping – referred to as a polygon.  When a devices enters into this area, they can be served ads through an app and that device can continue to receive advertising after they leave that area based on time and frequency caps.

Mobile in-app is ideal for advertisers who need to reach people based on distinct locales or attendance as targeting can include your branches, competitors’ locations, events, counties, districts, travel routes, etc.

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Have you heard of addressable advertising?

Envision matching your customer database to mobile-enable devices and delivering messages that are relevant and timely to them?  You imagined it and now it is possible through addressable advertising technology.

Intersect with your customers through phones, laptops, desktops and OTT/CTV devices at home, work or on the go.  Addressable uses geo-location and mobile IDs to target users at specific locations with customized messaging.  Extend reach to other qualified prospects through a curated list and/or look-alike audience targeting based on your ideal customer profile.

Pin-point users further along in the decision funnel by applying selection filters related to demographics attributes and intent-to-purchase behaviors.

What to look for in a trusted digital partner

With so many digital advertising agencies out there, here are some key considerations when selecting a partner:

  • Brand Safe Content: Filtering sites to ensure that content aligns with your brand image should be a primary concern. Look for a partner that offers continual monitoring and filtering based on Integrated Ad Science and MDAT standards.
  • Open Sourcing: Flexibility and accessibility can make or break an online/digital campaign.  Working with an open-source exchange partner allows you the flexibility to work with more qualified exchanges while giving you access to custom or niche sites that are outside the network.
  • Competitive Rate Structures: You know that when you buy direct, you save money.  This concept is no different in the digital advertising world.  The further removed from the exchange network, the more you are paying for that inventory.  You can save a substantial amount by cutting out middle-men.
  • Burst or Test Campaigns: While making a commitment to a long-term strategy is important, sometimes that strategy involves burst campaigns to launch or announce a new product/service.  Perhaps you have  finite window to make an impact, such as with an event registration or political race.  Maybe you want to determine feasibility or interest.  Make sure your partner offers flexible advertising commitments to meet your changing needs.
  • Fraud Prevention: Data and reporting are great, unless they are not giving you an accurate picture of your online activity.  Ask your digital partner what standards they use to track and analyze fraudulent engagement.  Bot and maleware detection are a great starting point, but going the next level with site quality scoring and historical data pattern analysis should be a standard part of protecting your campaign from inaccurate and costly reporting.
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Contact Wakeen Pages to discuss digital advertising options

We know that you have many options and resources when it comes to digital advertising and we may not be the right fit for everyone, but we welcome the opportunity to discuss your needs.  Request a quote today to get started with a test campaign with our open-source programmatic platform.