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new footfall insights report available

Using the technology of our integrated partner adsquare, we have been able to develop an insights report based on actual campaigns where the goal was/is to prove footfall.

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Footfall Attribution seeks to prove and determine the actual effect (in the form of store revenue and store visitors) of a programmatic advertising campaign. Although a hot-topic for marketeers; especially marketeers who work for a brand with physical stores - many still find it hard to successfully deploy and use the technology.

In this insights report we show which approach should be upheld and we explain how the technology should be implemented/deployed. Request it here if interested.

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Case study internal Targetoo campaign - Targeting 2500 office locations of media agencies in NL

First of all; happy new year! We hope you enjoyed the holidays, Christmas and New Years Eve (without losing body parts). May the programmatic new year (2019) be good for us all.

We would like to share with you an internal campaign we recently activated. From our partner Data Collectief (www.datacollectief.nl) we bought an address list of 2500 media-agencies - active in the Netherlands. We populated the file with latitude and longitude coordinates. We then created this dynamic banner:

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We (automatically) set-up 2500 geo-fences of 70 meters ‘above’ these 2500 office locations. Depending on the location where the ad is served; the correct company name (below ‘HOI’) appears in the ad (dynamically). Being that many of these media agencies are present in our newsletter database; if you see the banner, make a screenshot and in return we will give you € 100 free campaign budget. Spend on whatever campaign you like.

Reach out if you want to learn if a similar campaign (targeting thousands of addresses/locations) can help you and/or your clients.

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What was 2018 about regarding Programmatic Advertising?

The year 2018 was about the GDPR, ads.txt, viewability and brand safety. What do these industry changes and updates tell us?

It’s fair to conclude that the Programmatic Advertising industry is materializing into a solid and safe marketing discipline. The introduction of the GDPR and the expanding presence of the ads.txt protocol is good for all involved; from supply to demand, from advertiser to end-user/consumer; these changes signal a more adult, solid and safe Programmatic Advertising landscape. Serving ads in publishers (app or web) is essentially the same as the nearly 300-year-old advertising industry; commercial messages in physical (news)papers. Being that mainly mobile devices are present – and are being owned – by up to a mere 5 billion people on this planet, it’s fair to say Programmatic Advertising (or; advertising in apps and websites) is the biggest marketing discipline currently around. Although disciplines like Search, SEA, E-mail marketing and actual Print are often valuable and strongly present, the sheer scale of Programmatic Advertising is on another level. This is why consolidation, improvement of consumer safety/transparency, Brand Safety, tools like Viewability and overall maturing – of the entire industry – is a good thing.

We wish you great holidays/Christmas and a healthy and abundant 2019

Many thanks to our clients – you! Old and new ones; we value the partnerships we have. We will remain dedicated to deliver strong Programmatic Advertising campaigns in 2019. To our clients - small and big; we wish you a great holiday/Christmas and a healthy and abundant 2019.

Thank you.

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Contextual Targeting, Case Study, Free Rich Media

Increased integration with Adsquare

We are happy to announce the integration with Adsquare – which will enable us to do contextual app targeting. The technique has proven itself over a series of test campaigns. We are able to serve your ads in apps that strongly resonate to the content of your ad/offer. By applying certain keywords or selecting categories your ad can be served on devices with owners – likely – to have a strong affiliation with your brand. Reach out for questions and/or campaign requests.

Case Study Geo-fencing

As of now available for free: ‘Geo-fencing – does the technique work?’. In this case study we describe the disadvantages and strengths of the technique, based on actual campaign results and years of experience with the technique. Request if for free.

Free Rich Media in December

Due to the many requests we have received; we have decided to give away free Rich Media creatives in December. You need to convince a client? Want a cool banner for your own campaign? Reach out.

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Advertising in Whatsapp will become a reality

Whatsapp wants to start earning big with monetization

Recently, Whatsapp (owned by Facebook) announced that it will start serving ads within the (also new) ‘Status’ feature. Although Whatsapp once promised it’s users that they will ‘never’ start/allow advertisement within the popular chat/communication tool – now they will. It’s very likely that Location Based Advertising (as a targeting option) will also come to life. This means that business can reach their audiences on a local scale. Furthermore it’s also likely Whatsapp will either include the option within Facebooks’ Ads Manager (essentially a DSP just exclusively trading/selling Facebook inventory), or launch a standalone platform (f.e. Whatsapp Ads Manager). Either way; the pricing in regards to results (on- and offline; branding, store traffic and conversions) will be a deciding factor regarding it’s success.

The recently introduced and popular status function gives users the option to share a (combination of) video, text or audio message. These ‘status updates’ disappear after 24 hours. Until now, it’s unknown what options will become available for advertisers. We will keep you updated.

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Case study, Competitivity When geo-fencing on specific locations, Update

Case study: GEO-Targeting on 12.526 addresses

In cooperation with a valued client we created a case study of the functionality and results of targeting on 12.526 addresses/locations. The campaign objective in question was to fill/find 18 jobs/positions in the entire Netherlands – for nursery/care related vacancies. We bought a normal address file from our partner Data-Collectief. In this example/case we bought 12.526 addresses of companies, institutions, non-profits and government agencies that perform services/tasks in the area of care, more specifically; care for elder citizens. Some examples: nursing-homes, companies that deliver nursing/care services and local care/nursery locations. The campaign had a duration of 16 days and a total of 1.428.000 impressions have been served (divided over standard IAB formats and a Rich Media interscroller). At the same time a similar campaign without location targeting was activated, but with the same creatives and bid-amounts. Very interestingly; significant different results were being measured (CTR, Engagement and Landingrate). A GEO-Tool that allows this many geo-fences to be live is a necessity. Also automated uploading of addresses; either by zipcode + housenumber and/or lat/long is needed. All in all we enjoyed the realization of the case. Reach out if you want to read the full case-study.   

Competitivity when targeting on specific locations – bid analysis

Some of our clients ask us to serve ads on specific locations to reach a specific audience. Nothing fancy there. What is interesting – however – is seeing/witnessing that many specific locations have a higher pricefloor (in regards to winning bids) than non-specific locations. For example; take universities, city centers and government locations; we are witnessing that when launching a geo-fence of let’s say 500 meters on a university address/location; the pricefloor to win actual bidrequests is significantly higher than the pricefloor of winning bids within a geo-fence of 1 kilometer away – on a non-specific location. The difference in pricing can be as high as 500%. Reach out to learn more.

New Whitelabel DSP Features

Besides inserting a desired logo, upholding company colours and a specific URL, we are now also able to give our whitelabel clients individual DNS Settings, custom on-page SEO and custom terms and conditions. Reach out to learn more.

contact@targetoo.com

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Whitelisting in 2018/2019, updated whitelabel features

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Whitelisting in 2018/2019, New Whitelabel features, Upgraded performance algorithm

Whitelisting in 2018/2019

It doesn’t matter if you are working for an adtech company, an agency or an actual brand/product; most digital peers know the importance of whitelisting. Until recently – in our view – the best way to create qualitative whitelists, is by creating them manually. In some cases even using Google to search for qualitative apps/sites and check if they have an adslot. Luckily, we are in 2018. Recently, Targetoo partnered with Appfigures. With the technology of Appfigures it’s possible to search and export thousands of publishers in a matter of minutes. The tool allows you to filter on rating, date of introduction, ads allowed (or not), interest and demographic data. Also searching based on keywords is possible. The possibilities are endless. Reach out if you need a strong/qualitative whitelist but don’t have the time to build one.

New Whitelabel features

As of now we are able to offer individual DNS settings, custom disclaimers and many more features that are beneficial for your whitelabel. Reach out for more information.

Updated Performance Algorithm

Recently the performance algorithm has been updated. More and more are we able to reach certain CPL/CPA goals. In many cases we still can’t – as we are running on organic inventory only – but improving gradually. In some cases we where able to produce lower CPl/CPA’s than networks/platforms that possibly use incentivized models. Proud!

Site translated into Mandarin, Spanish, Arabic and more

As of now we can present our content in Mandarin, Spanish, Arabic and Hindu. Many thanks to the involved translators.

We got scammed!

And last; be aware of SOSO Advertising, based in Hong Kong, contact; Silvia Lin https://www.linkedin.com/in/sylvia-lin-142216b9/ (not sure if she actually exists). She/they scammed us for about 4,5k. It’s ok to laugh.

Have great Programmatic Advertising activities, you know where to find us.

 

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New creative section - self-serve platform

REVAMPED CREATIVE SETTINGS

We are proud to announce that we have released a major update in the self-service platform: the creatives structure has been revamped in order to allow the reuse of the same creatives across different lines and campaigns. The new change will also provide you with more information about the approval status of each creative, and will allow you to continue to run campaigns where at least one creative is approved (while others are still getting approved).

Our engineering and product teams have been working during the last few months on this re-design and we are very proud of the result.

Reach out for a demo!

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OpenRTB 3.0 coming in 2019

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IAB Tech Lab announces a new OpenRTB protocol (3.0) will arrive in 2019

The eight-year-old OpenRTB standard governs how demand-side platforms (DSPs) and supply-side platforms (SSPs) communicate with each other to buy and sell programmatic ads. But bad actors exploited the standard’s holes, leading to domain spoofing, location fraud, in-banner video and other issues.

To make the OpenRTB spec more secure, the IAB Tech Lab broke with the old standard, meaning OpenRTB 3.0 is not reverse compatible. DSPs and SSPs must rewrite their code to comply with the new standard.

The new protocol claims to combat ad-fraud by giving bidrequests a signature - essentially marking them as valid/organic/honest bid requests.

Slowly every loophole that incites or drives ad-fraud is closed; making the Programmatic Advertising industry stronger and more adult. Reach out for more info.

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FREE Rich Media creatives to convince your client(s)!

FREE Rich Media creatives to convince your client(s)

In the entire months of June and July we are providing FREE rich media creatives so you can pro-actively impress your clients.

DO you have a client that might be interested in Programmatic Mobile Advertising but needs some convincing? Simply tell us who your client is and we will provide you with a FREE Rich Media ad/creative - so YOU can shine and/or be pro-active. Again: free!

Check out more info and examples here.

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Massive drop in available adrequests with location data - since GDPR activation

Massive drop in available ad-requests with location data

It's been a few days since the new GDPR guidelines and laws have been applied/activated. Since the activation/implementation (on the 25th of may 2018) - we have witnessed a massive drop in available ad-requests with location data. What is going on?

With many clients we have had conversations and discussions regarding our stance, more importantly; the EU's stance - on utilizing location data in the Programmatic Advertising landscape. Although the EU committee behind the GDPR has not issued a specific section/chapter (in the legal description of the new law/guidelines) regarding the utilization of location data for advertising purposes, many companies are playing it safe - with a drastic decline of available ad-requests which have location data - as an effect.

Our estimates tell us that the decline is a massive 40 to 45%. It's going to be very interesting to see what happens in the coming weeks. For now it's fair to conclude that many publishers, adexchanges and inventory owners are playing it safe. 

We have mapped thousands of publishers who - in our view - have a very clear explanation of the gathering and use of the location of their visitors. It is our belief that - when deployed correctly - these transparent and simplistic explanations and methods are aligned with the GDPR. The big question is; and in retrospect to the recently activated GDPR laws - what does the EU think about this targeting technique?

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How can Programmatic Advertising help the Recruitment industry?

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Fill that vacancy!

More and more recruitment employees or agencies are beginning to understand the solutions Programmatic Advertising can offer. A lot of companies are in urgent need of finding (specific) employees. The IT/ICT sector, the medical sector and the engineering industry (to name just a few) have a global shortage of available candidates/employees. For recruiters, it's essential to apply smart (marketing) techniques to reach this secluded audience/target group.

We work for several recruitment agencies - all around the world. Simply put, we can offer these companies two (2) campaign strategies that are likely to achieve a positive result (or; a filled job vacancy!).

Strategy 1:
Upload the actual addresses/locations of thousands of companies that are (e.g.) operating in the IT sector. By setting up geo-fences and serving ads 'on' these exact locations, a specific (professional) audience can be reached. These databases are relatively easy to come by.

Strategy 2:
A good Demand Side Platform can serve ads on about 220.000 individual apps and sites. Literally; every audience/hobby/profession has several to hundreds apps and sites dedicated to them. It's possible to select just these specific publishers and serve ads in them. For example it's possible to serve on about 30 apps/sites that are specifically related to IT/ICT.

The same applies for the medical sector, finance, construction, engineering and many other specific professional audiences. Contact us for more information!
 

 

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Footfall Attribution - Basics

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Footfall Attribution - Basics - New Whitepaper

The main concern for an online advertiser is usually whether the money he/she is spending is making an actual impact. Several methods have been developed in order to check this, including view and click attribution to give a couple of examples.

Footfall Attribution – however – makes it possible to analyze and determine the actual impact and conversions in a physical store of the advertiser.

Footfall Attribution refers to the method used to relate mobile campaign impressions or conversions and actual store visits. This is a relevant technique for businesses like clothing stores, automobile sellers and restaurant - as they are able to measure the amount of customers received at any given time or day. Our knowledge of the correct education, installation and utilization of designated Footfall technology helps our clients (agencies or brands) determine the impact of their marketing spend in a new way.

Download our whitepaper regarding; Footfall Attribution - Basics, HERE.

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GDPR Addendum available for self-serve clients

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We offer our self-serve clients a GDPR Addendum that - in turn - will protect them (as good as it can)

Furthermore; after extensive reviewing the GDPR we conclude that we are still comfortable collecting Device-ID’s and/or placing Cookies. Possibly more important; we are still (very) comfortable serving ads based on GPS coordinates AS LONG as the app in question informs their downloaders/users that GPS coordinates are collected.

Besides creating this addendum, we have found a way to map all apps that properly inform their downloaders/users about the commercial use of lat/long coordinates - which is in compliance with GDPR protocol.

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Heatmaps of impressions, clicks and many more metrics!

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Heatmaps available with any campaign

We all like heatmaps. They visualize - in this case - the results of your campaigns. Running campaigns with Targetoo means you can create/receive heatmaps for any of your past or present campaigns.

Whether is impressions, clicks, view-through-rate, conversions or any other metric you can think of; it's possible to export this data on to a heatmap. Reach out for questions/inquires.

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Upload up to 1.000.000 addresses and serve on these exact locations!

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Geo-fence tool update

Uploading locations/addresses in a Demand Side Platform and serving on these exact locations - using geo-fences - is getting more popular by the day. This technique allows you to reach specific audiences in an unraveled way.

Forget using third-party-data and IAB categories to reach a desirable audience/target group. Upload addresses/locations where your desired audience is to be found, and achieve strong campaign results. Reaching a specific audience using this targeting technique is proven to be strong/stable and usually has a positive ROI.

As a Location Based Advertising specialist we have invested a great deal in our geo-tool. By our knowledge, we operate the only DSP that is able to upload an indefinte amount of locations - while remaining stable. Reach out!

6 advanced Retargeting & Remarketing strategies

Advanced Retargeting & Remarketing strategies

Many businesses these days are finding the need to advertise their products through the programmatic advertising world. Retargeting and Remarketing campaigns are considered strong and usually have a positive ROI. In this whitepaper we discover and explain some ‘advanced’ Retargeting and Remarketing strategies.  

For example, it is not a secret that you can easily create a Facebook account, a Facebook company page and in no time you can have a ‘social’ programmatic campaign up and running with Facebooks’ Ads Manager. However, because the CPM’s for Facebook inventory are relatively high, we outline and explain techniques that allow you to make the most of your budget using a much more clever approach.

There are a many ways in which advertisers can boost the performance of their campaigns. Particularly, this article outlines those related to Retargeting (impact users that have interacted with a programmatic campaign by either clicking in the ad or just seeing it) and Remarketing (impact users that have visited a specific website whose ID has been gathered - for example - by using an html tag).

Download the full article here

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Retargeting & Remarketing by Targetoo - The Basics

Retargeting and Remarketing

There is a big difference between Retargeting and Remarketing. Both – especially Remarketing – are valuable marketing tools. Let us help you set up a professional strategy/campaign concerning these programmatic tools.

With Retargeting you can serve ads, based on a prior ad that already has been served. The tool – which every good DSP offers – let’s you serve ads to devices that have previously been served an ad. The retargeting strategy/campaign be based on a location where the ad is served, a click, time spend on ad, video completion rate and much more metrics.

With Remarketing you can serve ads to devices/consumers that have previously visited your site. Site visitors are considered ‘warm leads’ and serving ads to them is considered a campaign strategy with a strong ROI. Furthermore, Dynamic Remarketing makes is possible to serve ads based on the purchases that a visitor has made, or simply the products that have been watched. Using proprietary tech or that of third parties; we can help you with every step of this campaign strategy.

Download our latest whitepaper about Retargeting and (dynamic) Remarketing here.

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So what are the most Popular apps – worldwide?

The answer might surprise you

When operating a Demand Side Platform that is integrated with the most substantial inventory sources (adexchanges), It’s possible to do some forecasting regarding apps that have the largest volume. Or; the largest amount of visitors.

Apart from Facebook, pretty much all apps that allow some kind of advertisement in them – can be found in such a forecast. Interestingly; most people don’t expect which apps actually have the most visitors – globally. Brands (or; publishers) that are well-known and have a global audience are not necessarily most popular. So what kind if apps do you find in an export containing – let’s say – the 30 most visited apps, worldwide? Some examples:

  • Goal live Scores
  • Blogspot.com
  • Tubemate
  • Grindr
  • MP3 Video Converter
  • Clean Master
  • Sing! Karaoke
  • Flash Emoji Keyboard
  • Accuweather

Noticing something? Not the most established brands are in this list right? Where’s CNN? Or Gmail, BBC and The New York Times? Not in there!

It seems that publishers providing practical necessities, are way more popular than established brands. Go ahead and compare a countries’ most popular news app, based on availability availability (in terms of impressions), to practical apps that everybody needs. Even on a national level – in most cases – practical apps like Clean Master (tool for 'cleaning' your phone), Grindr (gay dating) or Goal Live Scores (soccer statistics/scores), have a bigger audience that that countries’ most well-known news publisher.

Rather pleasantly; advertising in these apps is relatively cheap. Mainly because advertisers (or; brands), don’t like these generic apps. They don’t like the apparent less qualitative image that these apps have. In our opinion, the fact that advertising in these apps is usually cheaper than in – let’s say – an established news publisher, is all you need to know. Users of these practical apps are real persons. Real consumers. There is no reason to assume you will reach a less profitable audience. Especially if you combine serving on these apps with 3rd party data (f.e. Interest profiles of the user behind a certain devices); a lot can be achieved.

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Viewability by Targetoo

What is happening?

With the programmatic industry spreading at the current rate more and more methods for preventing fraud are emerging.

One of the major concerns is the quality of the impressions served. Although a DSP may show that an impression has been made on a certain inventory, this may not be entirely true. The key aspect is to ask ourselves: how are those impressions being counted? The truth is that if your DSP is connected to AdExchanges most probably these are being tallied with the rules of those AdExchanges. For instance, some might count the impression when the RTB auction is won (like Axonix), others might count it once the actual advertising space has been filled by an ad (like Mopub), etc.

This means that the quality of the impressions is not guaranteed because the user might leave the page or app just after the auction has been won and, even though your DSP has counted an impression, the user has not seen the ad you paid for. This means that any click (or any possible action down the funnel) couldn’t be possibly achieved and, therefore, no branding impact or lead generation is viable. Shouldn’t there be a way to know when this is happening?

The solution

Fortunately for the programmatic market, there is. A special pixel has been developed by third party companies (e.g. Google or Integral Ad Science) that successfully collects information about the viewability of a certain ad. The viewability pixel is a tag of code that aims to track when an ad has actually been on the screen of a device. In order for an ad to be considered as “viewed” it must be at least 50% visible on the screen for more than 1 second (for video ads the required time is increased to 2 seconds)[1]. When these conditions are met, the pixel fires and passes back the information that the ad space has indeed been seen by the user.

For example, take an ad space located at the bottom of the page. When the page loads, the AdExchange starts the auction and at some point between winning the action and filling the space, an impression is counted. However, if the user has not scrolled down to the page the ad is not deemed viewable and, therefore, useless.

According to a recent study[2] around 52% of display ads and 41.7% of video ads are out of view. This means that a significantly large number of impressions is being wasted. But instead of knowing that the impression was not worth it after buying it, why not make a system that prevents useless impressions? The Pre-bid solution is an industry best practice that’s now widely accepted. A third party vendor makes sure that a particular ad is seen or placed in a safe environment and meeting certain conditions.

In order for this to work the viewability metric has been created. The viewability pixel, as opposed to the impression pixel, is embedded in the ad space and not in the ad that is actually filling it. So this means that the pixel is fired once the ad space appears on a screen, regardless of what is showing. This metric gives the percentage of the amount of times that the ad has been visible. For example, if since the pixel was first installed the page has loaded 10 times and the ad space has been on a device’s screen 5 times, the viewability threshold for that impression is 50%.

Benefits

An important point to note is that the benefits of pre-bid functionalities are maximized when combined with programmatic advertising. Real-time decision-making allows the traffic to be of a much higher quality when this two tools are combined. Furthermore, placements are more transparent which means that the performance of the campaigns rises and also the efficiency and effectiveness with which the algorithm operates.

Given the current industry concerns about viewability, brand safety and fraud, pre-bid provides a level of guarantee about ad placements. Ad spaces are only bid on and served in if the ad inventory meets the specific conditions set by the advertisers in the pre-bid filtering.

How does it work?

The DSPs that are integrated with these functionalities offer different options to customize the kind of publishers that advertisers want to bid on. They must specify these pre-bid requirements upfront: desired viewability thresholds (up to 70%), brand safety exclusions, suspicious activity levels[3] or contextual targeting (what information is surrounding the ad space). Some of these filters can even be combined together such as viewability and brand safety.

One of the recognized downsides and trade-offs that advertisers need to make when considering using pre-bid is the impact on campaign delivery. This trade-off can be managed by changing thresholds such as viewability levels. Another point to note is that there are limitations with pre-bid and in-app advertising; the in-app versus mobile web pre-bid options are visible in the platform and advertisers.

At Targetoo we always aim to deliver the best and most complete solutions to every client. That is why we have teamed up with Integral Ad Science to offer this Pre-bid solution. It is available in our platform and ready to start delivering impressions with the highest quality. Due to our fiduciary commitment, we are always looking for ways to bring better experiences to our clients. That is why we are keen to show you this new feature! Just reach out to us and we will gladly walk you through the platform and answer all the questions that come up.

[1] According to Google’s Active View and Integral Ad Science (IAS) guidelines.

[2] H1 2017 UK Media Quality Report by IAS

[3] Since the pixel is tracking how the ad space is behaving, it can help detect suspicious activity. Such as phantom clicks (when no impression has been made), click spamming (more than one click per impression), etc.

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