Hyper-Targeted Digital Display Banner Ads for Local Marketers
Unleashing the Power of Hyper-Targeted Digital Display Banner Advertising for Your Local Marketers
New demand side platform technology has moved digital display/banner advertising from a marginally effective audience buy to a highly targeted form of marketing.
With traditional banner advertising, an advertiser had to choose a website whose audience was perceived to be a match. Costs for the ads were based on impressions seen by that audience, or occasionally on clicks on the ads.
This created a large challenge for the local marketer in that only a handful of websites, if any, focused on trade area for the service or store and only a small percentage of local consumers visited those websites. While consumers moved to online consumption of content, local marketers really had no way to tag along.
The emergence of demand side platform technology is changing that. With demand side platforms, the local marketer is no longer limited by audience-buying restrictions. Instead, individual consumers can be the targeted recipients of digital display/banner ads.
Today, for example, a local marketer in Manhattan, Kansas, can serve an ad on NYTimes.com just as easily as a local marketer in the New York Manhattan and both are reaching local individuals who would buy from their store or service.
However, the process of creating and placing digital display ads into a demand side platform network can be challenging for the local marketer. And let’s not forget brand control; Corporate must maintain brand control and legal compliance while offering localized digital display ads. Saepio is simplifying that.
With Saepio, the local marketer will be able to localize a digital display ad in the relevant size and format, identify the target audience and order ad placement, all while maintaining brand compliance.
Three primary targeting options will be available.
- First, individuals who visit a landing page created within the Saepio MarketPort platform can be retargeted with banner ad messages from the local marketer.
- Second, the local marketer can push banner ads out to web users who “look like” his/her customers.
- Third, the local marketer can define a geographic area where ads can be delivered. While this third option is similar to the audience buying approach, it dramatically expands the number and type of websites available for local message placement.
Through creating a simple way to create and place digital display ads, MarketPort opens up a new, hyper-target medium for local marketers. When connected to other channels, for example an email connected to a landing page which launches a retargeting campaign, digital display advertising can create a cost-effective means for an ongoing customer/prospect conversation.
This capability, as noted earlier, moves digital display/banner advertising to a highly targeted form of marketing and an ideal marketing channel for local marketers. With demand side platform integration, local marketers can now place localized ads on both the national and niche websites their clients use. Corporate marketing, meanwhile, gets to help shape the message to keep brand identity strong.
Another key to success is easy point and click versioning of digital display ads in each of the primary ad size formats. Ads can be created and stages as static JPEG banners, animated GIFs or Flash ads.
All of this, done while enabling the corporate marketer to maintain brand control and legal compliance!
Making it easy for local marketers to access the power of hyper-targeted digital display advertising is one of the many examples of how MarketPort’s underlying philosophy of “connected is better” creates real value for corporate and local marketers who use the system.
