ThriveHive originally presented this as a webinar in November 2019, with ThriveHive's own Danielle and Tom sharing the benefits of Targeted Display Advertising for business owners. This is something that business owners can tackle on their own, or with the help of experts like ThriveHive.

1. Harvesting the Benefits of
Targeted Display Advertising

2. #marketingtips
Come say hi on Twitter! @thrivehive
#marketingtips

3. Before We Begin

4. Tom Leone
VP, Programmatic Strategy and
Operations - ThriveHive
tleone@thrivehive.com
Meet the Presenters
Danielle Honig
Manager, Display Advertising-
ThriveHive
dhonig@thrivehive.com

9. US adults will spend an average of 3 hours, 35 minutes
per day on mobile devices in 2018, an annual increase of
more than 11 minutes.
By 2019, mobile will surpass TV as the medium attracting
the most minutes in the US. SOURCE
Nomophobia
“An abnormal, irrational fear of being without ones mobile
device, or of being unable to communicate using ones
mobile device”
Opportunity
13x per hour
people interact with their phones
on average SOURCE
7/10 hours
spent on the web are spent on
mobile devices SOURCE
47% of people
say that phone is something that
they couldn't live without SOURCE

10. of people who search on their
smartphones for something nearby
visit a business within a day SOURCE
of those searches result in a
purchase SOURCE
of most companies media budgets
are spent on mobile advertising
SOURCE
Opportunity
When given the choice
between their
technology and sense
of smell, about half of
millennials said they
would give up their
sense of smell.
SOURCE
76%
28%
13%

11. Content Consumption

12. Life On Demand

13. Traditional Marketing Funnel
AWARENESS
CONSIDERATION
PURCHASE
LOYALTY

14. The way that consumers “buy stuff” is
changing
The Path to Purchase
Is Evolving

15. Research &
Discovery
Loop
Loyalty
Loop
Funnel Path to Purchase
CONSIDERATION
POST-PURCHASE
AWARENESS
CONVERSION
Source: Blue corona

16. Our Goal
● Ensure that our clients are able to
have sustained visibility across their
target audiences entire path to
purchase
● Assist a user along this path with goal
to lead to a conversion.

17. Examples of Display Ads

18. Examples of Display Ads

19. Examples of Display Ads

20. Reach target market anywhere, on any device,
anytime
● Increase brand awareness and exposure
● Reach users cross device
● Minimize wasted impressions by targeting a
specific audience
● Track performance in real time and optimize
campaigns for performance and reach
Why Targeted Digital Display?
TARGET AUDIENCE

21. ● Using IP Addresses and other factors,
geo-targeting can reach users on their
desktop, laptop computers and
mobile devices targeting geographic
locations such as:
○ Country
○ State
○ DMA
○ Zip Code
○ Postal Code, Radius
The Basics = Geo-Targeting

22. ● Target users viewing content that you
define as being relevant to what you
offer.
Category Contextual Targeting
GoodCar.com CarReviews.com BestAutos.com
Target users viewing content within specific categories that
have been defined as relevant to what the advertiser offers.

23. ● A potential customer is online and searches for “new car”, “family sedan”,
or even “safest minivan”. Because these keyword searches indicate an
interest in auto, ads can be targeted to this user as they surf the web.
Search Retargeting

24. Look-A-Like Modeling with Search
Honda
New Car
Used Car
Subaru
Trade In

25. Loan
Car Loan
Lease
Look-A-Like Modeling with Search

26. Stroller
Diapers
Crib
Car Seat
Look-A-Like Modeling with Search

27. Taylor Swift
PS4
XBox
Learners Permit
RMV
DMV
Look-A-Like Modeling with Search

28. ● The most advanced location-
based mobile advertising
technology for targeting users
based on geographic areas.
● Our licensed Geo Fencing
technology enables marketers to
customize audiences through
custom targeting shapes with
precise and accurate data.
Geo-Fencing

29. ● Every smartphone has a GPS Receiver
● Applications (Apps) on the phone ping the GPS receiver to
transmit location based on user permissions. Users agree to
these permissions when downloading apps. The apps can
capture location data either in the foreground or
background based on permissions granted by the user
● We see 3 different kinds of data:
○ Actual
○ Assisted GPS
○ Derived
● There are multiple factors that affect GPS accuracy such as
signal blockage/signal reflection and device age
Where does this data come from?

30. ● Roughly 98% of consumers will leave a site without converting.
● Chance to re-engage those customers by serving ads to users who have
already left your site.
● Remind them of your goods, products and services while they are visiting
other sites across the web
Site Re-Targeting
Consumer Your
Website
User Leaves Visits Popular Website
Consumer is brought back after
seeing and clicking your ad

31. Image credit: https://www.smarteinc.com/blog/why-you-will-need-marketing-attribution-in-the-
future/
Attribution

32. Image Credit: http://www.readersareleadersngn.net/more-
of-a-relay-than-a-marathon/
Dangers of Last Click Attribution

33. ● Geo Conversions
● Search Lift & Impact
● Website Traffic
● Increased Traffic to Location (Geo Conversions)
● Overall sales increase
● Calls
● Coupon Downloads
● View Through Conversions
Measuring Success beyond CTR
RES
ULTS