The document discusses how the digital purchasing journey has evolved, highlighting that shoppers engage with multiple information sources before making decisions, heavily influenced by their online behavior. It emphasizes audience targeting strategies that utilize data-driven approaches to effectively reach specific demographics across various platforms, optimizing advertising efforts. Key techniques include retargeting, geo-fencing, and content-based targeting to enhance engagement and conversions.

1. Audience Extension
Jeroen Corver
Regional Digital Solutions Manager

2. THEWAYWE BUY HAS CHANGED
 The average shopper connects
with 10.4 sources of
information before making a
decision
 The digital journey gently
influences them through the
decision making process before
they finally take action
 84% of shoppers said that the
ZMOT shapes their decisions

3. HOW DISPLAY IS BOUGHT AND SOLD
Advertiser/
Agency
Publisher
Advertiser
/ Agency
Ad
Network
Publisher
Advertiser
/ Agency
Demand
Side
Platform
(DSP)
Ad
Exchange
Sell Side
Platform
(SSP)
Publisher
Advertiser / Agency buys direct
from Publisher’s sales team
Advertiser / Agency buys from Ad
Network
Advertiser / Agency buys from Ad
Exchanges via a Demand-Side-
Platform (DSP)

4. ADVANTAGE OF A
DEMAND SIDE PLATFORM
 AudienceTargeting based on:
 Online behavior
 3rd party data
 category sites
 Content and keywords
 Manage Frequency capping
 Reach audience across multiple platforms
 Mobile
 Video
 Display
 Optimize towards advertiser KPI
 Awareness
 Clicks
 Conversions

5. BUY AUDIENCE NOT SITES

6. WHO ISYOUR AUDIENCE?
Reach your audience by targeting by:
 Demographic
 Online Behavior
 Content Consumed
 Sites visited
 Search History
 Exact Location

7. AUDIENCETARGETING
Benefits
• Reaches highly specific audiences that has shown online
behavior to be in market for your product or service
• Minimizes wasted impressions by targeting a specific
audience rather than specific sites.
• Job title targeting offers the ability to reach your audience
based on occupation or industry
Uses 3rd party data to identify and reach specific audiences based on who they are and what they buy as
they visit sites within our large network of professionally-published national and local websites.

8. Website Targeting is designed to reach a target audience
through relevant content on customized site lists.
Benefits
• Ads are served on sites relevant to the
desired topic and/or keywords as well
as sites featuring content relating to the
desired topic.
• Topic Targeting broadens the
advertiser’s reach to optimize toward
the best performing sites, topics and
ads
• Place display advertising onto pages
with content that matches a certain list
of keywords or phrases
WEBSITE CONTENTTARGETING

9. SEARCH RETARGETING
Search Retargeting uses 3rd party data and a custom keyword list
and reaches the audience based on recent search behaviors.
URL of landing page after
search is performed.
Partner Site site-level
search engines.

10. MOBILE ADVERTISING &
GEO FENCING
Benefits
• Geo-fencing your location, your competitors, and your best
customer neighborhoods focuses your budget and pulls
consumers in the area to your door
• Provides a great way to reach people at different times of
the day, without desktop limitations
• CTR averages are historically higher than a standard web
display campaigns
• The close proximity of users to the advertiser’s location
makes location the most important targeting tactic
• Geo-targeting is available by location, distance radius,
DMA, & US zip codes.

11. RETARGETING ADS
 Follow customers after they click or visit a website
 Increase the frequency of ads to users who have shown
interest in a product or service
 Important to control the amount of frequency
CUSTOMER
VISITS YOUR SITE
OR CLICKS ON YOUR
BANNER AD
RETARGETING
FOLLOWS
THEM WITH
YOUR AD

12. VIDEO PRE ROLL
 Target millennial’s 18-35 market
 Video runs in uncluttered environment
 Only pay when video is watched in full
 Audience targeting capabilities based on online behavior
or content consumed
TBS FX CW COMEDY
CENTRAL
48% 44% 43% 41% 41%

13. QUESTIONS?