Different Types Of Online Ads

How to use different audience types in online advertising campaign planning

I am often asked how the different audience types (such as retargeting, in-market, interest and offline socio-demographic or purchase data, etc) fit together for campaign planning and what we should recommend to clients. Either through our Insights Services or Deep Dive (our audience discovery application), we are able to show clients the most statistically relevant audiences for their campaign and answer that question quantatively. But is there a simple framework to think about this before you delve into the numbers? We think so.

Match the purchase funnel

Marketers are used to visualising campaign strategy in terms of the purchase funnel. From our experience of running audience insights across more than a hundred clients in the last 2 years it is clear that the marketing objectives implicit in purchase funnel can provide guidance on the most appropriate audience types.

Intent phase: Retargeting and in-market

Starting near the bottom of the funnel and working up we know that 1st party audiences (i.e. the advertiser’s own site retargeting audiences) are by far the most likely to convert relatively soon. These 1st party audiences should always form the basis of a direct response plan, where the more granular the site segmentation the greater the performance. (Where no online path to conversion exists, e.g. for most CPG categories, the next best proxy is offline purchase transaction data.)

However, achieving conversion scale from retargeting pools alone is always a challenge. In-market audiences are typically the next most efficient audience type as they both capture category level and competitive product purchase intent, often on users that may not yet have visited the advertiser’s site.

Consideration phase: Endemic interest-based audiences

Direct response or brand response advertisers looking for further scale in less competitive segments should then look to their endemic interest-based audiences, i.e. auto audiences for auto advertisers, travel audiences for travel advertisers, etc. This isn’t surprising; as we’ve said before:

“Interest type content catches deeper product research by in-market users as well as early funnel activity and brand advocacy from enthusiasts”.

Interest phase: Lifestyle interests and affinities

As we consider the reach requirements of brand response and brand advertisers we now need to consider those audiences that represent the online lifestyle interests of user groups most relevant to them, i.e. everything else people do as they dip in and out of the purchase process. It’s important not to forget that customers have ongoing interests that define them independent of the product or services they may be considering. Some of these interests can be identified through experience and intuition (e.g. parenting audiences for family cars) but more often we expose the specific interests through Insights (e.g. families with young children and hard core gamers for DVD rental services).

Resources
  • site
  • view here paperhelp.link
onlinenewsreader.net Online News
Mobile Application (onlinenewsreader.net)
  • View news websites in the USA, Canada and the UK
  • Free of online ads, images and usage tracking
  • Customize the home page to enable one-touch access to your favorite news sites
  • Compatible with all smart phones, tablets and desktop or laptop computers
  • Access the Online News Reader from as many different device types and devices as you wish
Related video
Different Types of Facebook Ads and How to Use Them - 2015
Different Types of Facebook Ads and How to Use Them - 2015
FBADS Module2-Video 2 different types of ads
FBADS Module2-Video 2 different types of ads
NPI Celltone Snail Gel 1.41 oz
Health and Beauty (NPI)
  • CELLTONE SNAIL CREAM is a unique product in cosmetology. It contains hypoallergenic and protein components of organic, natural origin.
  • CELLTONE SNAIL CREAM is a natural skin care product for application on the skin (topical). It gets rid of microbes and blocks their pathway into your system.
  • CELLTONE SNAIL CREAM is not a pharmaceutical antibiotic that may create bacterial resistance. The active ingredient contains specific peptides with anti-microbial...
  • CELLTONE SNAIL CREAM is effective against different types of bacteria commonly found in human skin infections, such as Escherichia Coli, Staphylococcus Aureus, Pseudomona...
  • CELLTONE SNAIL CREAM also contains in a natural bio-available form, the most valued skin-care-ingredients, the cosmetic and dermatology industry has thrived to combine...
Related Posts