Sections in Chapter 3:
How to configure targeting parameters before the launch of a campaign to develop a relevant, high-quality audience pool.
How to configure campaign settings and controllers in real time to reach the ideal audience.
How to use deep targeting to create look-alike models and extend your audience pool.
The History of Video Audience Targeting
Historically, marketers who wanted to reach targeted audiences with video advertisements had to make educated guesses about their target demographics. Even the best advertisers relied on only several imprecise factors (age, gender, income, location and interests) to target their audiences. Once marketers launched campaigns, they would invest huge amounts of time and money manually tracking campaign performance for months before they would be able to make guesses about what was working for their business and what was not.
Programmatic Audience Screening
Modern programmatic technology enables a remarkably precise targeting process that contrasts starkly with past targeting capabilities. Programmatic technology has the power to screen hundreds of millions of consumers across hundreds of attributes to define targeted audiences for specific business goals. Programmatic marketing delivers the precise personalization of one-to-one marketing to millions of consumers in just seconds.
Important Targeting Parameters
How to Choose Appropriate Parameters
Different programmatic video advertising platforms offer different targeting options. Given a specific target audience profile, these platforms gather data from multiple sources to facilitate granular targeting.
The Difference Between Controllers/Settings and Targeting Parameters
Targeting parameters are used to generate an audience pool while controllers and settings operate in real time to target in-market members of that audience pool. Controllers and settings can usually be modified and adjusted in real time to achieve different performance and pacing goals.
Important Settings and Controllers
How to Choose Appropriate Settings and Controllers
Different programmatic video advertising platforms may offer different available sources of inventory. Given available advertising inventory and the predetermined target audience profile, these platforms will optimize an advertising campaign in real-time to fit its goals. The following specifications should be outlined prior to the launch of a campaign to maximize campaign effectiveness:
Campaign Expansion with Deep Targeting
Many digital advertising channels will begin to drive conversions no earlier than two weeks after campaign launch due to the natural lag time caused by the massive amount of data required to target large audiences. One way for advertisers to boost early campaign performance is to conduct a deep targeting analysis even before the peak conversion rate has started to ensure that the campaign will perform well. A deep targeting analysis is an adjustment of targeting parameters based on campaign performance and market conditions.
How Deep Targeting Works
A deep targeting analysis is a comprehensive reevaluation of optimal targeting parameters that is based upon shifting marketing conditions and early campaign performance. Deep targeting analysis creates an analytical model based upon converted consumer profiles to create a specific set of targeting parameters for top performing consumers.
Look Alike Models
A look-alike model is a compilation of the attributes of high-converting consumers generated during a deep targeting analysis that is used to find other consumers across the internet who are highly likely to convert. Look-alike models synthesize existing consumer behavioral data to probabilistically target new consumers based on their similarity to existing consumers and their likelihood to convert.