Right audience, Right message, Right time. A successful advertising campaign is one that uses targeting to achieve this – ensuring relevancy whilst also minimising wastage.
There is a vast range of targeting solutions available through the Summit UI, which we will outline below. It is important to note that of course there is always a trade-off between targeting and reach, so we advise careful consideration on what is truly required for the campaign goals.
The setup for all above targeting is done at flight level on the targeting tab as seen below.
Please note that all applied targeting must be met for delivery, and with more targeting you get a smaller reach.
Contextual Targeting: All inventory available through Widespace is segmented into IAB Categories. Contextual targeting allows you to target sites and apps within a specific media segment, such as Female, News or Travel. You can chose to run on a single vertical, combine several verticals, or go across all inventory but exclude a specific vertical.
*Available verticals might differ from market to market.
Geo-targeting: Widespace have a number of options for geo-targeting, dependent on how granular you wish to be.
- Widespace Region Targeting allows explicit targeting of geo regions such as counties and cities.
- Area Targeting allows explicit targeting of arbitrarily selected geo areas, which can be more granular than regional targeting, selecting specific towns for example. Such targeting requires location service data resulting in limited reach with more accurate inventory.
The geo location of viewers can be determined from the Location Service feature of mobile devices or by profiling anonymised IP addresses. Location Service data is where the device collects GPS, wifi and cell tower data to accurately position a user. Due to the sensitive nature of exact geo positioning, Location Service requires active opt-in from the device user. This limits inventory to users and publishers permitting access to geo position.
Geo profiling of anonymised IP addresses offers superior reach, but privacy concerns and technical limitations reduce the precision of the geo position. The trade-off between accuracy and reach is an important factor when applying geo products.
The Widespace Store Locator format makes use of device location service from within the banner, directing the user to their nearest store based on current location. When used in conjunction with region targeting, store locator ads can offer a good combination of hyperlocal precision and adequate reach.
We advise using explicit geo targeting only when the advertisement is clearly irrelevant for users outside the target audience or area. E.g. if the advertiser relies on physical outlets and those outlets only exist in certain geo regions. In other cases it is typically better to rely on automatic interest optimisation through the brand algorithm. Explicit geo targeting eliminates not only users outside the target area, but also all users whose geo position cannot be accurately determined. This often eliminates attractive inventory.
Time Targeting: Allows the ad to run on select dates or times. E.g. weekends, Mondays or every day between 17:00-19:00.
Weather Targeting: Deliver your campaign based on current local weather. I.e. a weather targeted ad will only be shown to a user if the weather in the user’s geographical region matches certain criteria. Ads can currently be targeted on two weather related parameters; temperature and weather type.
Widespace currently distinguish between five different weather types; sunny, partly cloudy, cloudy, drizzle and heavy rain/snow. Targeting can be configured to match on one or several of the weather types.
Weather data is provided by OpenWeather and Yr.no, and is updated every 2 hours.
Retargeting: Target (or exclude) users who have seen/clicked/interacted with a previous flight in the Widespace network. Retargeting can be implemented on all ad events (i.e. video start/end, calendar click, swipe, etc).
Device Targeting: Target a specific device manufacturer and model, e.g. Samsung, iPhone, Samsung S9, etc.
Operating Systems: Target Operating System (OS) and operating system version, e.g. iOS, Android, Android 8, etc.
Connection Type: Target based on WiFi or Mobile Data.
Operator: Target specific mobile operators, i.e. Vodafone.
Language: Target users based on the device language setting, e.g. users with their phone language set to Italian might be more receptive to a an ad in Italian, even though they live in the UK.
App Type: Target based on mobile web or App.
Conversion Tags: Conversion tags are used to track users that visit and perform an action, on the advertiser’s landing page after being exposed to an ad.
Depending on the purpose, the advertiser can create different tags:
Visit: User has visited the advertiser’s website
Lead: User has filled out a form (email, account creation, etc)
Order: User has made a commitment (deposit cash, download, etc)
Other: Custom tag (i.e. returning visitor, link to sibling site, etc)
These tags can also be used for retargeting purposes.
DMP Targeting: Use 3rd party data to target specific audience demographics and/or interest and purchase intent segments. Integrated providers depend on the market but include Zeotap, Audience Project, Nordic Data Resources
Pollen Targeting: Deliver your campaign based on current pollen conditions in the area the of user.
Widespace currently distinguish between three types of pollen; Tree, Grass, and Ragweed. Targeting can be configured to match on one or several of the pollen types. For each of the types you can configure on the pollen level; low, medium, high, extreme.
AdSync: Most people look for their mobile phones during commercial breaks on TV. Widespace offer the ability to re-capture viewers´ attention by identifying the ad on TV, and delivering an ad which is perfectly in sync with the TV spot. This also serves to amplify the TV campaign with greater reach and new interaction possibilities through a mobile device.
AdSync is offered in cooperation with 4C Insights.