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1. Digital Services
Building successful campaigns through smart
targeting and audience management!

2. 2
Copyright 2017 | All Right
Reserved
Digital Marketing Services
» Retargeting
» Behavioral Targeting
» Keyword Targeting
» Facebook Products
» House to House IP Targeting
» Cluster IP Targeting
» Video Capabilities
» Mobile
» Native
» Instagram
Presented By
Dave McCallum
Dave.McCallum@AlphaMediaUSA.com
Phone: (707) 452-2307
Cell (707) 301-1195
Digital Services

3. Retargeting
The Foundation of Audience Management
RETARGETING
Retargeting is most effective way to
enable advertisers to proactively
engage & communicate with their
audience, while learning much more
about their visitors’ interests &
characteristics.
AUDIENCE MANAGEMENT
Understand the value of a new site
visitor. Every day you operate to
establish your presence in the
community & prepare the market for
your product. A new visitor is no
accident, rather is a result of the
investment you make by maintaining a
daily presence in the community.
FREQUENCY
Frequency is what drives
prior site visitors to return
to the advertiser’s site,
and ultimately act on the
conversions.
AUDIENCE SEGMENTATION
DATA COLLECTION CONVERSIONS
By “bucketing” site visitors
into individual segments, we
can match creative to their
demonstrated interest based
on the pages they visited.
Retargeting reveals the data
within the cookied audience and
places the “bread- crumbs on the
trail” to follow to find more of
the audience you must reach.
Retargeting will drive the
majority of conversions in a
campaign, so use a simple and
effective conversion strategy to
experience success
4 Building Blocks of Retargeting

4. Behavioral Targeting
Targeting the Right Individual
A technique used to collect information on an individual’s Web-browsing
behavior to select which advertisements to display to that user.
HOW DOES IT WORK?
When a user visits a website, a cookie is placed onto their browser.
The cookie contains details about the visit, which helps flag the user
as a part of a specific interest group. Using behavioral targeting
allows you to target an audience who has demonstrated interest in
and relevance to your business.
GENDER
FEMALE
LOCATION
ILLINIOS
PAST PURCHASES
INLINE SKATES
Key Benefits
Direct ads to individuals interested in a
specific service or product
Targeted ads by behaviors improve the
users’ online experience
Ads matched to interests perform better
Over 25,000 categories of behavioral traits

5. Keyword Targeting
Reach Your Audience Through Content
You can choose keywords that best match your product or
service, and then have your ad delivered onto the web
pages which contain those words or phrases.
HOW DOES IT WORK?
A custom list of dozens of relevant keywords is created for
every campaign. These keywords can be provided by you, or
we can provide a list based on your business category. Your
ad will then appear on site pages which contain those
keywords.
Key Benefits
Identify keywords that work to support your
product or service.
Reach potential customers who have already
demonstrated interest in your product or
service.
Typically best to use within a broader
campaign
*Notice that the ads do not appear on search result
pages, but on site content pages.

6. Facebook Product Guide
Placement Options
TIER 1
Blended Placement
(Facebook Page Required)
Sponsored News Feed
(Desktop,Tablet, & Mobile)
Right Hand Column
(Desktop)
TIER 2
Right Hand Column
(Desktop)

7. Facebook Targeting Methods
LOCATIONS
Reach people in areas where you
want to do business.
For example, you can show your ads
to people who are near your store.
CONNECTIONS
Reach people who like your Page or
your app, or who are attending your
events – and their friends.
For example, you can promote an
event to people who like your Page.
INTERESTS
Reach people based on their interests
and activities on Facebook.
For example, if you sell cookware, you
can reach people who are interested in
cooking, cooking shows or recipes.
DEMOGRAPHICS
Choose the audience for your ad based on
demographics like age, gender, education
and more.
For example, you can create different
ads to appeal to new graduates, people
who just got engaged, or moms & dads.
CUSTOM AUDIENCE
Find your existing customers among all
the people who are on Facebook. You
can create a Custom Audience using a
customer contact list, your website
traffic or activity in your app.
BEHAVIORS
Find people based on their purchase
behaviors, the devices they use and other
activities.
For example, you can reach people who
are business travelers, who are gamers
or who use a specific type of phone.

8. Ad Preview
RECOMMENDED SPECS
Use these guidelines to design an ad that looks good
everywhere it appears on Facebook. The
recommended image size and text length ensures
your ad always looks high quality on all devices.
Image size: 1,200 x 628 pixels
Image ratio: 1.9:1
File Format: JPEG, GIF (static), PNG
Max File Size: 1MB
Your image may not include more than 20% text.
HEADLINE:
25 Characters
LINK DESCRIPTION (optional):
- 30 characters
- No word used in the creative
can be longer than 20
characters
- The following characters are
not allowed at this time: @ >
# $ % ^ &* ( ) <
- Excessive capitalization is
not permitted
BODY TEXT:
90 Characters
TEXT REQUIREMENTS

9. Facebook Benefits
PAGE ENGAGEMENT
Reach people in areas where you
want to do business. For example, if
you’re a local business, you can show
your ads to people who are near your
store
CLICK TO WEBSITE
Reach people who like your Page or
your app, or who are attending
your event – and their friends.
PAGE LIKES
Build your Page audience by getting
more Page Likes. It’s a great way to
connect with new customers and learn
more about your audiences.
WEBSITE CONVERSION
Track actions people took on your
website after they saw your Facebook
ad. This data helps you understand who
comes to your site and what they’re
responding to so you can make your ads
(and website) even better.
EVENT RESPONSES
Let people know about your special event
with a Facebook ad. When people see it,
they can join and it even will be added to
their Facebook calendar. They’ll also get
reminders for the event, and you can keep
track of how many people responded.
APP INSTALLS
Grow your app by getting more people to
install it. You can get your ad to the
When they tap your ad, they’ll go right to
the app store install page.

10. IP Targeting
Matching Physical Address to IP Address
Improve your direct marketing programs by adding IP
targeting to marketing efforts. Quite simply, if you have an
address list, we can deliver a digital ad message to those
specific addresses.
Key Benefits
HOW DOES IT WORK?
When a “prospective” customer goes online, ads are directed
to their IP Address and delivered on the sites they visit.
A minimum of 150,000 impressions per month
are required
Matching success rate from physical addresses
to IP addresses is typically 40% to 60%
✓ No cookies are involved so cookie deletion
does not affect the program.
✓ Reach your online target 100% of the time -
no wasted impressions
✓ Notify prospect customers of upcoming
campaigns days or weeks in advance, &
follow up with additional messaging.
✓ Target homes and business locations

11. CLUSTER IP Targeting
Find Your Ideal Audience
Whether targeting by demographic information or building
upon an existing list, cluster IP targeting is a great way to
advertise to both known & prospective quality customers.
Key Benefits
HOW DOES IT WORK?
We compile public records including US Census, NAICS, SIC,
Prizm Cluster, IRS records, Voter history, and more to allow
us to find the audience who exactly matches your target.
We then can target that house or business, as well as the
houses which surround it (the “cluster”), which helps target
other potential customers. We also have the opportunity to
build a “look-alike” audience off of an existing list to
expand the reach.
A min. of 250,000 impressions per month are required.
CUSTOMER
LIST
PROFILE
AUDIENCE
DESCRIPTION
SITE
VISITOR
ATTRIBUTION
3 Ways to Build an Audience
Demographics, Geographic,
Financial Profile, Psychographic
Advertiser provides customer
list and we build profiles from
addresses
We place a tag on advertiser site
and build profile from visiting IP’s
✓ Comprehensive pre-sale report defines targets by
variables such as location type, income range,
home value, discretionary income,and more
✓ Identify and target prospective customers
✓ More cost-effective than traditional IP targeting
or direct mail

12. VIDEO Capabilities
We offer all video units including Instream, Outstream, & OTT, providing a
fully transparent digital video solution.
INSTREAM
Commercials that appear before, during, & after internet videos. Linear ads look like television commercials,
they delay or interrupt the video and typically last 15 to 30 seconds. Those that run before videos are referred to
as pre-rolls, mid-roll ads occur during the video, and post-roll ads display at the end.
We can also run ads on YouTube. Targeting is almost identical to Instream except YouTube can also target by keyword.
- Companion ads available
300X250 (no additional cost)
- Video length :15 or :30 secs
- MP4 Format, 640x480 size
-16:9 or 4:3 Aspect Ratio
- 15mb Max size (smaller
recommended)
CREATIVE SPECS REPORTS
- Tracks Impressions, Clicks,
Click Through Rates and full
Site List transparency
- Completion Rates: 25%, 50%,
75% and 100%
- Reach & Frequency by data
segment upon request
- Geographic Performance by
DMA
TARGETING OPPORTUNITIES
✓ Demographic: Age; Gender; Income; Lifestage;
Purchase Intent; Behavior
✓ Geographic: Zip Code, City, DMA, State (DMA or
State level is highly recommended)
✓ Retargeting & other 1st party data
✓ Audience Networks: Target specific audience
segments from high quality data sources

13. Video Capabilities
OUTSTREAM
Video advertising unit that auto plays in a large format player whenever a user navigates to it within text
content(typically an article), even if the site doesn’t have their own video content. It’s called outstream because
the video ad exists outside of online video content. Also commonly referred to as “in-read”
- Video length :15 or :30 secs
- MP4 Container Format
- 640x480 video size
-16:9 or 4:3 Aspect Ratio
- 15mb max size (smaller files
recommended)
CREATIVE SPECS REPORTS
- Tracks Impressions, Clicks,
Click Through Rates and full
Site List transparency
- Completion Rates: 25%, 50%,
75% and 100%
- Reach & Frequency by data
segment upon request
- Geographic Performance by
DMA
TARGETING OPPORTUNITIES
✓ Demographic: Age; Gender; Income; Lifestage;
Purchase Intent; Behavior
✓ Audience Networks: Target specific audience
segments from high quality data sources
Unrivaled Engagement: Outstream format achieves
65% more clicks than Pre-roll
➔ Increase ad noticeability
➔ Increase message association
➔ Increase brand favorability
➔ Premium Inventory
➔ Little intrusiveness
➔ 100% human interaction
FEATURES

14. Video Capabilities
OTT
OTT stands for “over-the-top”, the term used for delivery of film and tv content via the internet, without
requiring users to subscribe to a traditional cable or satellite pay-tv service.
- Video length :15 or :30 secs
- MP4 Container Format
- 640x480 video size
-16:9 or 4:3 Aspect Ratio
- 15mb max size (smaller files
recommended)
CREATIVE SPECS REPORTS
- Tracks Impressions, Clicks,
Click Through Rates and full
Site List transparency
- Completion Rates: 25%, 50%,
75% and 100%
- Reach & Frequency by data
segment upon request
- Geographic Performance by
DMA
TARGETING OPPORTUNITIES
✓ Single DMA: Geo Targeting, Broad Demographic
Targeting, IE Adults 25 -54
✓ Large Regional or National Buy: Geo Targeting,
Demographic Targeting, Behavioral Targeting
Sample Content Partners

15. Mobile In-App & Geo-Location
LOCATION ENABLES BETTER CONSUMER CONQUEST:
Mobile advertising allows advertisers to direct their ads to people based on locations
they visited previously. Target people who have recently visited your location,
attended sports events, concerts, or other local events.
DYNAMIC LANDING PAGES
- Measure actions taken on landing page, such as directions, or click to call
- Link to your own mobile website
- Provide distance to nearest store location
REPORTS
- Gather Top Line Data including Campaigns, Impressions, Clicks, CTR, Conversions, Flight
Performance, Device Performance, Creative Performance
Between 2014 to 2019, mobile advertising is expected to grow 244% to $65 Billion. Of that, 73% of the ad spend will
be directed towards In-App delivery. Apps provide excellent user experiences, and also allow you to implement rich
media, video, and other ad formats that engage audience.
DELIVERY ON POPULAR APPS INCLUDING:

16. Native Content
Type of advertising that matches the form and function of the
website the ad appears on. You can serve non-interruptive
authentic ads directly on high quality premium publishers.
Target users inside content feeds leading to higher
engagement and 100% guaranteed human traffic.
HOW DOES IT WORK?
Creative is Produced: Pick your content format - infographic,
listicle, visual essay, or long form video
Select your audience: Choose geo, device, behavioral and
contextual targets.
Key Benefits
✓ Increased Engagement
✓ Decreased Bounce Rate
✓ Longer Attention Time
Users spend an average of 90 seconds with the
content vs. an average 12 seconds for rich media.
✓ Audience Preferred Messaging
70% of customers prefer to learn about
companies through content rather than ads.
✓ Premium Ad Space in Brand Safe Environment
✓ Non-interruptive ads
Ads appear inside content streams and allow the
user to remain within the publisher’s site.
✓ 100% Guaranteed Human Viewed & Fraud Free
✓ Contextually Relevant:
All placements are 100% contextually relevant
down to the page level.
✓ Sophisticated and Transparent Reporting
Includes CTR, time on content, page views, scroll
depth and content completion rate.
BEST
PRACTICES
Rotate content every
3-6 weeks
Launch 11+ headlines
Set 2-4 week flights
Treat CTA as content
component
Include amplified
created content
RETARGETING
Uses 3rd party tracking &
verification tags, 3rd
party behavioral data,
and companion assets
available

17. Instagram Product Guide
CAROUSEL ADS
Bring an additional layer
of depth to photo ads.
People can swipe to see
additional images & a call to
action button takes them to a
website to learn more.
VIDEO ADS
Offer the same visually
immersive quality as photo ads
on Instagram but with the power
of sight, sound & motion.
You can share videos up to 60 sec
long & in landscape format.
PHOTO ADS
Tell your story through
beautiful imagery.
Whether it’s inspiring people to
see your brand differently or
take an action, they offer a
clean, simple & beautiful
creative canvas.

18. Instagram Targeting Methods
APP ENGAGEMENT
Get more activity on your mobile app
CLICK TO WEBSITE
Send people to important sections
of your website
INTERESTS
Reach people based on their interests
and activities on Facebook.
For example, if you sell cookware, you
can reach people who are interested in
cooking, cooking shows or recipes.
DEMOGRAPHICS
Choose the audience for your ad based on
demographics like age, gender, education
and more.
For example, you can create different
ads to appeal to new graduates, people
who just got engaged, or moms & dads.
CUSTOM AUDIENCE
Find your existing customers among all
the people who are on Facebook. You
can create a Custom Audience using a
customer contact list, your website
traffic or activity in your app.
BEHAVIORS
Find people based on their purchase
behaviors, the devices they use and other
activities.
For example, you can reach people who
are business travelers, who are gamers
or who use a specific type of phone.

19. Ad Preview
RECOMMENDED SPECS
Facebook pages are required. Instagram ads will use the
Page name and profile picture. It will not click through to
the actual Page on Facebook.
Note: if you’d like to connect your Instagram account to
the ads, we will need full access to the Instagram
account.
Image Specs:
Image size: 1080 x1080 pixels; landscape also available
Image ratio: 1:1 Carousel: 5 images max
Video Specs:
Format: .MOV or .MP4 Files; 720P or higher
Video Ratio: 1:1; square, landscape also available
Length/Size: 60 seconds/ 2.3GB Max
POWER OF HASHTAGS:
Add hashtags to categorize
your content to help non-
followers discover you.
We recommend up to
three hashtags so they don't
detract from the post’s
simplicity.
BODY TEXT:
2200 characters
max
TEXT REQUIREMENTS

20. Instagram Benefits
APP ENGAGEMENT
Get more activity on your mobile app
CLICK TO WEBSITE
Send people to important sections
of your website
WEBSITE CONVERSIONS
Get people to take specific actions to
your website
APP INSTALLS
Grow your mobile reach by getting more
people to install your mobile app
PASSIONATE COMMUNITY
Instagram is a highly engaged global community with more
than 400M active accounts
CREATIVE CONTENT
People come to Instagram for visual inspiration & the
simple design allows captivating visuals to take center
stage
VISUAL LANGUAGE
Advertising on Instagram has the power to move people-
inspiring them to see a business differently or take action
The Appeal of Instagram

21. When you work with me you have the benefit of a local rep who has
all the resources of a national experienced marketing company at his
fingertips. Your marketing plan is tailored to your specific needs and
is strategically implemented to ensure maximum results.
Dave McCallum
Alpha Media / KUIC
555 Mason Street #245
Vacaville, CA 95688
(p) 707-452-2307
(c) 707-301-1195
(f) 707-446-0122
Dave.McCallum@AlphaMediaUSA.com