Thunder Audience Extension User Guide

Split test for maximum performance
©2016 Thunder Industries | Rise Above The Noise. | makethunder.com
What is Audience Extension?
Audience Extension is a digital solution that helps you:
Expand your reach
Target your most desired audiences
Run web and mobile display ads
…on top websites across multiple platforms including
national websites and comScore Top 500 sites.
This enables you to strategically target your desired
prospects while they browse the web.
You can target users that match your current customer
base, who are already in-market for your products &
services, and also reach completely new audiences and
prospects. We help get your ad in front of the most relevant
audiences to your business!
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Is Audience Extension a “Programmatic” Ad Solution?
Yes, Real-Time Bidding (RTB) is utilized to bid on and purchase every single impression
that meets the targeting parameters selected for your campaign. Specific audience
segments are reached through an online auction system, one impression at a time. Only
the viewer who fits closest to the targeting parameters set for your campaign sees your
ad.
Leveraging a broad range of information – including demographic, behavioral and intent
data gleaned from activity across the web – Audience Extension guarantees every
impression is seen by your designated target audience.
WHAT IS
AUDIENCE EXTENSION?
Extend Your Reach

Targeting a Website
When you target a website, you’re often missing the users you want to reach.
Why is that?
Example:
• Your intended audience – sporty, 25-32 active males
• You target – examplesportsweb.com
• Unintended audience you also get – women, inactive men, men ages 55+
USER TARGETING
Versus website targeting
Targeting a User
Yes, it’s different than targeting a website
because your banner ad will be seen by
only users that you target, on any sites
they are viewing
How We Target Users
We target users through Real-Time Bidding
(RTB). RTB is an innovative method of buying
online ad inventory, one impressions at a
time, based on your targeting parameters.
Benefits of RTB
• Cost effective
• Eliminate wasted impressions
• Put your money where it counts
• Available inventory
• Use the latest ad-technology
• Ad performance optimization
• Quality impressions

You want to reach
young active men so you run
on a sports site. Later, you find out
that 40% of that site’s readership is
women and older men.
Targeting users like sports fans
is more powerful than running on
sports sites (content based targeting)
because it allows you to
reach sports fans wherever they
go on the web.
With website targeting, you
run the risk of missing your target.

BEHAVIORAL
Targeting that reaches your desired audience
Targeted Display
Reach your target audience on premium sites across the web
• Target consumers based on who they are & what they searched for on the web
• Audience Extension utilizes networks with access to hundreds of thousands of websites
(including comScore Top 500 sites), enabling us to target prospective consumers
• Every campaign is optimized for the viewer instead of the website
Audience Groups
Audience categories are based on demographics, interests, and intent
Demographics:
18-34 Year Olds
25-44 Year Olds
35-54 Year Olds
45-64 Year Olds
55+ Year Olds
High Income or Low Income
Home Owners or Renters
Moms or Dads or Parents
Single or Married
Women or Men
Spanish Speakers
Urban or Suburban
Well-Educated
Conservative or Liberal
Travel:
Travelers
Car Rental Intenders
Frequent Flyers
Hotel Intenders
Luxury Travelers
Health and Fitness:
Health & Fitness Enthusiasts
Gym Enthusiasts
Weight Loss Intenders
Insurance:
Auto Insurance Seekers
Health Insurance Seekers
Home Insurance Seekers
Life Insurance Seekers
Insurance Seekers
Lifestyles:
Eco-Friendly People
Home Entertainers
Nightlife Seekers
Online Daters
Religious People
Education:
Education Seekers
University Intenders
Online Education Seekers
Beauty:
Beauty and Spa Enthusiasts
Beauty Product Intenders
Skin and Hair Care
Product Buyers
Charity:
Charitable Donors
Non-Profit Donors
Religious Donors
Entertainment:
Movie Fanatics
Music Lovers
Readers
Board and Strategy Gamers
Television Lovers
Local Event Seekers
Family:
Baby Supply Buyers
Wedding Shoppers and
Newlyweds
Parenting Advice Seekers
Financial Services:
Banking Services
Seekers
Credit Card Seekers
Financial Services
Seekers
Legal Services Seekers
Personal Investment
Seekers
Tax Advisor Seekers
Loan Seekers
Pets:
Pet Owners
Cat Lovers
Dog Lovers

…continued…
BEHAVIORAL
Targeting that reaches your desired audience
Food and Restaurants:
Food Lovers
Grocery Buyers
Natural/Vegetarian Food
Enthusiasts
Restaurant Goers
Cooking Enthusiasts
Wine Lovers
Health and Medicine:
Healthy Living
Medical Service Seekers
Health and Medicine
Seekers
News:
News Readers
Political Junkies
Pop Culture Junkies
Home Improvement:
Home Improvement Seekers
Lawncare and Landscaping
Construction and
Contractor Seekers
Home and Garden
Enthusiasts
Home Appliance Intenders
Home Décor Buyers
Home Service Seekers
Sports and Outdoors:
College Sports Fans
Outdoor Enthusiasts
Sports Fans
Golf Enthusiasts
Winter Sports Enthusiasts
Sporting Goods Intenders
Real Estate:
Mortgage Seekers
Movers
Real Estate Seekers
Rental Property Seekers
Tech & Electronics:
Gamers
Social Media Users
Techies
Camera & Camcorder Seekers
Computer Seekers
Mobile & Wireless Seekers
Software Buyers
Home Electronics Enthusiasts
Professional & B2B:
Business Professionals
Business Travelers
Career Improvement
Seekers
Construction Professionals
IT Professionals
Job Seekers
Legal Professionals
Office Supplies Intenders
Small Business Owners
Heavy Machinery & Agriculture
Equipment Intenders
The Arts:
Art Supplies Seekers
Arts & Entertainment
Enthusiasts
Museum Goers
Photographers
Antiques & Collectibles
Enthusiasts
Performing Arts Enthusiasts
Shopping:
Furniture Shoppers
Luxury Shoppers
Fashionistas
Men’s Fashion
Women’s Fashion
Outdoor Product Buyers
Shoppers
Deal Seekers
Automotive:
Auto Lease Intenders
Auto Loan Intenders
Auto Parts Intenders
Automotive Enthusiasts
Automotive Repair &
Service Seekers
Boating Enthusiasts
Hybrid Car Enthusiasts
Auto Intenders:
Acura
Audi
BMW
Buick
Cadillac
Chevrolet
Chevy Trucks
Chrysler
Dodge
Dodge Trucks
Ford
Ford Trucks
GMC
Honda
Hyundai
Infiniti
Jaguar
Jeep
Kia
Land Rover
Jaguar
Jeep
Nissan
Pickup Trucks
Porsche
RV
Saab
Subaru
Suzuki
Toyota
Used
Volkswagon
Volvo
Kia
Land Rover
Lexus
Lincoln
Mazda
Mercedes
Mini
Mitsubishi
Motorcycle
New
New & Used

GEO-TARGETING
Target by geographic location
Targeted Reach
Target ads based on zip code, city, county, or state
Extend your campaign’s geographic reach:
• Promote the ad to users locally around the business
• Promote multiple locations of the business
• Target the ad to areas beyond the location of the business
Campaigns are geo-targeted to users in your desired 15, 25, 50, 75. or 100-mile geo-radius
You can choose one (1)
of the following ways to
geo-target users.
• Target by Mile Radius
(up to 3 maximum)
• Target by State,
Province, or Country
(1 maximum)
• Target by Individual
Zip Codes (10 minimum)

MOBILE DISPLAY
Multi-screen solution
Go Mobile
Target users that are on-the-go on their mobile phones and tables browsing on the web
and in apps
• Target consumers across platforms to match their media consumption habits
• Reach a whole new set of consumers
• Reach audiences in different environments across devices
A vehicle for localized messaging
• Access geo-targeted viewers in a
different format and setting
Mobile growth
• A study by Tecmark reports that
people look at their mobile devices at
least 110 times a day
• In fact, Google reports that 78% of
Americans go online from a handheld,
whereas only 68% surf from a
computer
Appear on top mobile apps and sites
Examples include:
• WebMD.com
• People.com
• TMZ.com
• MLB.com
• USAToday.com
• RollingStone.com
Spending on locally-targeted mobile advertising in the U.S. will
rise from $2.87 billion in 2014 to $12.52 billion in 2017

STATS PAGE
Real-time performance
Campaign Transparency
Track your ad’s performance. Monitor the progress of your campaign daily or weekly.
Analytics are updated in real-time.
Performance
Track your campaign’s clicks,
click-through rates, hovers,
and hover rates
Delivery
Count how many impressions
have been delivered throughout
your campaign
Top Sites
See the list of top websites that
your ad appeared on
Heat Map
View where your ad viewers and
clickers are located geographically
on an interactive heat map
E-Tearsheet
View a screenshot of your ad on a
website while it is live and running
on Audience Extension

AUDIENCE EXTENSION
Comprehensive display solution
Behavioral Targeting
Choose from 170+ audience groups to make sure your brand and message will be in
front of the eyes of the users that are most relevant to your business.
Geo-Targeting
Geographically target your campaign by zip code, city, or state. Reach local users to
increase brand recognition, or an entirely new audience beyond the location of your
business.
Mobile
Reach consumers on mobile sites and in apps to capture users across devices
and platforms.
Retargeting
Keep your brand top of mind by targeting your ad to users who have visited your
website, while they are surfing other sites across the web.
Reporting
Monitor your campaign’s performance in real-time. Keep track of your campaign’s
delivery, visualize geographically where the viewers and clickers are, and receive a live
screenshot of your ad on a website.
Required Ad Sizes
For custom ad creatives, you must provide the following sizes:
• 300x250,160x600, and 728x90 (3 web sizes)
• 320x50 (1 mobile size)
Contact your Sales Representative to get started today!

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