Online Display Marketing Sales - Vocabulary of Targeting Sales

ROS or RON (Run of Site or Run of Network) -that user, and also seeing relevance where it is
These ads will show anywhere on the site ornot expected is surprising and very effective for
network. Sometimes the ROS/RON parts of ain attracting consumers.
campaign outperform more targeted ad filtering.Retargeting: - Retargeting is a form of behavioral
ROS/RON inventory costs tend to be the lowest,targeting, where users who go to a particular
so arithmetically; it is easier to get a campaignpage of an advertiser's site - usually along the
closer to ROI+ when you start off with low costconversion path-- can be served new ads on a
inventory. In the optimization process, advertiserssubsequent web surfing session encouraging them
may be surprised to learn that the audience ofto return to that advertiser's site. The ads are
people who find their ads most interesting are ausually tuned to the level of interest displayed in
bit of a surprise - and are only discovered throughthe first visit. For example, consumers on an
this "shotgun" approach. As you use the data youonline flower-buying site who do not complete the
are gathering to minimize unproductive adcheck out process may start seeing ads
impressions, the remaining inventory generally seepromoting a $5-off sale on flowers. The thought
more clicks and conversions per visitor.process here is that the additional discount may
Content Channel - Some sites and mostconvince a consumer to complete their purchase.
networks only serve ads in places where the siteOr, people who stopped at the shirt page of a
content around the ad is "contextually relevant" tomen's clothing site may see ads for new shirts
the ad. For example, showing a sneaker adfrom that same vendor. Even people who have
among running and exercise content.bought before may be targeted. Once sites
Single Site/Value Add - When an advertiseridentify a user and cookies them, they may see
chooses to spend a significant portion of thethose retargeted ads for a long time.
media budget on a single site, that site will usuallyOther Targeting Filters - There are many other
return the favor by offering that advertiserdifferent types of filters. Day-parting,
unique or special ad inventory. This relationship isgeo-targeting (down to a zip code, usually done in
called "value add." Value add may be in the formDMAs - demographic market areas - or states, or
of page sponsorships, wallpaper, inclusion in anational or selected countries.), by browser type,
newsletter, etc. Advertisers with branding goalsISP, operating system, or domain. In domain
may find this option very efficient.targeting, users visiting a site or network with a
Behavioral Targeting - Behavioral targetingspecified domain like will see an ad no one else will
involves serving ads to users whose past clicksee. Social Media Marketing companies like
history indicates an interest in a particular subjectMedia6Degrees can also serve ads to users who
area. For example, if a user visits 20 travel sitesare connected to each other through social media
over a week, we may be able to identify thisfollowing, in this case, with a kind of 6-degrees of
user as someone who is interested in travel to aseparation kind of strategy.
particular location. That user may start seeingLearning the meaning and application of key online
those ads, even when they are on a non-traveldisplay marketing terms helps make you a more
site. Ads which show up on "contextuallyeffective and productive sales person. At the
irrelevant" sites may still get a lot of clicks. Thevery least, in the next meetings you can nod
power of behavioral targeting is at least two fold:wisely and even pose some key questions or
partly because the ads are truly more relevant tosuggestions!