Online Display Marketing Sales – Vocabulary of Targeting Sales
ROS or RON (Run of Site or Run of Network) – These ads will show anywhere on the site or network. Sometimes the ROS/RON parts of a campaign outperform more targeted ad filtering. ROS/RON inventory costs tend to be the lowest, so arithmetically; it is easier to get a campaign closer to ROI+ when you start off with low cost inventory. In the optimization process, advertisers may be surprised to learn that the audience of people who find their ads most interesting are a bit of a surprise – and are only discovered through this “shotgun” approach. As you use the data you are gathering to minimize unproductive ad impressions, the remaining inventory generally see more clicks and conversions per visitor.
Content Channel – Some sites and most networks only serve ads in places where the site content around the ad is “contextually relevant” to the ad. For example, showing a sneaker ad among running and exercise content.
Single Site/Value Add – When an advertiser chooses to spend a significant portion of the media budget on a single site, that site will usually return the favor by offering that advertiser unique or special ad inventory. This relationship is called “value add.” Value add may be in the form of page sponsorships, wallpaper, inclusion in a newsletter, etc. Advertisers with branding goals may find this option very efficient.
Behavioral Targeting – Behavioral targeting involves serving ads to users whose past click history indicates an interest in a particular subject area. For example, if a user visits 20 travel sites over a week, we may be able to identify this user as someone who is interested in travel to a particular location. That user may start seeing those ads, even when they are on a non-travel site. Ads which show up on “contextually irrelevant” sites may still get a lot of clicks. The power of behavioral targeting is at least two fold: partly because the ads are truly more relevant to that user, and also seeing relevance where it is not expected is surprising and very effective for in attracting consumers.
Retargeting: – Retargeting is a form of behavioral targeting, where users who go to a particular page of an advertiser’s site – usually along the conversion path– can be served new ads on a subsequent web surfing session encouraging them to return to that advertiser’s site. The ads are usually tuned to the level of interest displayed in the first visit. For example, consumers on an online flower-buying site who do not complete the check out process may start seeing ads promoting a $5-off sale on flowers. The thought process here is that the additional discount may convince a consumer to complete their purchase. Or, people who stopped at the shirt page of a men’s clothing site may see ads for new shirts from that same vendor. Even people who have bought before may be targeted. Once sites identify a user and cookies them, they may see those retargeted ads for a long time.
Other Targeting Filters – There are many other different types of filters. Day-parting, geo-targeting (down to a zip code, usually done in DMAs – demographic market areas – or states, or national or selected countries.), by browser type, ISP, operating system, or domain. In domain targeting, users visiting a site or network with a specified domain like @EzineArticles.com will see an ad no one else will see. Social Media Marketing companies like Media6Degrees can also serve ads to users who are connected to each other through social media following, in this case, with a kind of 6-degrees of separation kind of strategy.
Learning the meaning and application of key online display marketing terms helps make you a more effective and productive sales person. At the very least, in the next meetings you can nod wisely and even pose some key questions or suggestions!