Targeting is a key factor in reaching your primary audience. AdTheory has the capability to target the right audience, at the right time, eliminating all the guesswork of how to effectively target. We offer all targeting capabilities within the industry, through our networks/3rd party partnerships and also within our Owned and Operated sites.
Digital advertising in all forms require some form of targeting to be effective tools for creating brand awareness. Targeting is being able to reach a particular demographic that will best respond to a product or service. It is an important first step in campaign optimization that is critical with achieving high performance. A brand targeting users to buy athletic shoes has a different audience than a brand seeking an audience to purchase a new car. For optimal ROI, an athletic shoe brand would be wise to target users on sports websites, while a car brand should target users visiting car related web content. AdTheory specializes in partnering with thousands of content related sites, as well as owning and operating multiple vertical based web properties. Owned and operated sites allow AdTheory to work with 1st party data and analyze audience trends. We are able to build segments from our data that create highly targetable audiences in hundreds of verticals. Our 3rd party sites give us the ability to scale our clients campaigns, meaning, not only can we reach a much more targeted audience, but we can do it at a higher frequency.
Re-targeting is the ability to capture previously interested users that initially expressed interest, but did not result in a sale or conversion. Studying an internet user’s activity helps define how a re-targeting campaign will be developed. Users who visit an online retailer and add items to their shopping cart but do not purchase the items is a great example. Cookie and cookie-less targeting help define these actions and allow brands to re-target accordingly. Through our re-targeting technology, AdTheory takes advantage of user data that can be used to reach consumers who expressed interest in a brand in the past. By correctly re-targeting a user, a brand is not only able to effectively manage their advertising spend on consumers further along in the buying funnel, but they are more likely to create a friendly buying experience and gain a new customer.