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Text Content

216-999-3900
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 * About
   * Our Audience
   * Our Team
   * Careers
 * Services
   * Campaign Development
     * Campaign Strategy
     * Content Development
     * Creative Development
     * Web Development
   * Marketing Platforms
     * Digital Display Advertising
     * Print Advertising
     * Video Marketing
     * Search Engine Marketing (SEM)
     * Search Engine Optimization (SEO)
     * Content Marketing
     * Social Media Marketing
     * Email Marketing
     * Data & Insights
       * Analytics & Optimization
       * Data Management & Enhancement
 * Expertise
   * Healthcare
   * Education
   * Travel
   * Finance
   * Retail
 * Work
   * Case Studies
   * Portfolio
 * Events
   * Upcoming Events
   * Past Events
 * Resources
   * Blog
   * Media Kit
   * Ad Specifications
   * Advertising Terms & Conditions
 * Contact





STRATEGY QUESTION: PROGRAMMATIC OR DIRECT IMPRESSIONS?

Home » Strategy Question: Programmatic or Direct Impressions?


As a marketer, you already know that the key to reaching your customers is
making sure your message is relevant and feels personal to the audience. But how
do you ensure that your ads are being shown to the right people? Audience
targeting is perhaps the most powerful tool in any marketer’s arsenal. It lets
you reach potential buyers at the right time in their decision-making, with
messaging and content they relate with.








WHAT IS AUDIENCE TARGETING?

Audience targeting is a powerful part of your digital marketing strategy that
allows you to reach the right people with the right message. When deployed
properly, it increases engagement, sales and revenue, as well as builds brand
awareness and customer loyalty.

When ads are served to “just any audience,” they may not feel relevant to the
recipient, driving disinterest.  Audience targeting increases brand awareness by
reaching potential customers who are already interested in your product or
service. It also encourages repeat purchases by driving recurring transactions
with existing customers who have purchased from you before.

Said differently, great targeting means fewer wasted ad dollars spent on
non-converting leads.





IT TAKES A POWERFUL TECH STACK

A sophisticated tech stack is necessary to fuel the science behind an effective
audience targeting strategy. The benefit of these relationships and expertise is
not only for establishing an effective audience targeting strategy, but for
providing the most detailed and advanced reporting, so that we can communicate
the effectiveness of your campaign.







GREAT TARGETING CAN HAPPEN ON OUR WEBSITES OR ACROSS THE INTERNET, WHEREVER YOUR
AUDIENCE MAY BE

The most important aspect of audience targeting is making sure that your content
is relevant to the audience you’re trying to reach. But second to that, you want
to drive deep engagement with your brand. If you know that the audience of a
particular website aligns well with your own (or, as in the case with our
website, you can target your specific audience within ours), then a portion of
your budget should be used with this placement. But the healthiest of campaigns
are a blend of both direct and programmatic impressions, reaching your audience
among content they trust, as well as across the internet, wherever they go.
Together, these placements can generate the right number of repetitive
impressions to drive brand awareness, recall, and conversions.








DIRECT BUY

You can go to any website provider that serves ads within its content, and
purchase ads. A direct buy of impressions will have a more costly CPM (cost per
thousand impressions), but you’ll have more control over where your ads appear
on the website, access to premium positions or fixed placements, and the ability
to appear within certain themes or content areas (contextual targeting). Ads
purchased through a direct buy on sites like MLive.com or cleveland.com are
managed by a professional account executive that can identify the size of your
audience on those websites, and narrow the audience size to match your desired
frequency, audience penetration, geography and other characteristics of the
reader. And remember, impressions purchased direct on trusted publisher sites
result in advertising messages that are more trusted, because the reader has a
relationship with the content provider.




PROGRAMMATIC

A programmatic impressions buy means only that you are following the audience
with your preferred characteristics, rather than deciding where your ads appear.
Your ads appear where that audience member goes, wherever they go. Less
expensive than direct buys, the CPMs for programmatic ads are often half the
price. When you relinquish control of the placements, your ads are free to
follow the audience member wherever he or she travels online. (There are, of
course, safety precautions in place to ensure your ads only serve on brand-safe
websites.)









NEXT STEPS

When ads are served to everyone, everywhere, they lose their power. The wasted
spend grows. And they drive active disinterest in your brand. Quality audience
targeting, performed by professional strategists that understand the best ways
to reach your intended audience is invaluable.

If you are using just one type of audience, talk to those responsible for your
campaign. You may be missing a valuable part of your audience or the right
frequency to drive them to action.









WORK WITH US


GROW YOUR BUSINESS

CONTACT US









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CONTACT

4800 Tiedeman Road
Cleveland, OH 44144

216-999-3900

marketing@advance-ohio.com





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