Posted by: Matt Shanahan While intent brings display advertising closer to search advertising, it is firmographic and demographic data that makes targeting more accurate. In search advertising, the advertiser buys keywords but is unable to specify the audience. For example, when I entered “Cabo San Lucas” for a search, a whole bunch of travel ads popped up on the right hand side. Looking through them, the ads were irrelevant because they didn’t come close to my demographics. The ads made no distinction to whether I was a spring-break student, a retiree, or otherwise. Demographic and firmographic data can take intent further by better matching advertisers and audience members. Rather than an advertiser buying all the intent regardless of the audience, […]
Archive | Audience Selling
Audience Selling: Improving the Quality of Targeting
Posted by: Matt Shanahan In the previous post, I looked into the importance of reach and frequency data. Now I’ll focus on intent data as a means for improving ad targeting. This week, the IAB announced that Q1 had $5.9B in online advertising. comScore also announced that Q1 had $2.7B in display advertising. And while display advertising delivers more 95% of the impressions, it garners less than 50% of the revenue because of targeting. Using intent data, display advertising can become more like search advertising in performance and consequently revenue. Intent is the basis for target quality in search advertising. When 80% of searches performed are informational in nature, ads can be served to answer the question for the users. […]
The Emergence of Audience Selling
Posted by: Matt Shanahan At last week’s eMetrics conference, I talked with Jonathan Mendez about the disconnect between advertisers and agencies desire for “audience buying” and the lack of publishers providing “audience selling.” It looks like it struck a chord. He wrote about it in AdExchanger today.
Audience Selling: Moving from Statistics to Individual Profiles
Posted by: Matt Shanahan Web analytics fall short as a tool to monetize audiences. Web analytics are designed primarily to provide statistics about the aggregate audience but not insights into individual members. For instance, web analytics can tell you what the most popular page is for an audience, but it cannot tell you which member consumed the most pages. To effectively sell audiences, publishers need tools that move beyond audience statistics to building individual profiles of members. Reach and frequency are key metrics for selling audiences. In the B2B media industry, selling audiences requires a publisher to know how many audience members belong to a specific industry (reach of a segment) as well as the frequency of visits for each […]
About Scout by ServiceSource
Contact
