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 targeting is done on 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 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. … Continued
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.
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. … Continued
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). … Continued
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. … Continued
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 … Continued
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. … Continued
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. … Continued