Feb
14
Last month in Ad Targeting
Sam’s daily shared online targeting news articles and retweets Continue reading
Category Archives: IAB Canada
Feb
08
Last Month in Display Advertising
Sam’s daily shared display advertising news articles & retweets Continue reading
Feb
07
Online advertising targeting – past-purchase targeting
Similar in methodology to retargeting, behavioral targeting and intent-to-buy targeting, past purchase targeting seeks to enable displaying an ad to a user that had recently (usually in the last 7 days but that would depend on the type of purchase) made a particular purchase. This type of targeting is not good for all campaigns or even all brands. However there are numerous cases where a follow up sale is more than likely. Continue reading
Jan
31
Online advertising targeting – intent-to-buy targeting
Intent to buy targeting is similar to behavioral and retargeting in the sens that you’ll target someone somewhere who’s demonstrated a defined behavior somewhere else. The difference lies in the de defined behavior – in this case a clear demonstration of intent-to buy. More specifically, that agreed-upon behavior is recent – most often is from the past 7 days – so that the user in question is quite possibly STILL in the market to buy that product of service. Continue reading
Jan
27
Ad revenue forecasting – Traffic forecasting explained
For this exercise, I’ve taken numbers from one website I used to manage as an example. You’ll see I’ve filled in on the horizontal months. They actually start at December 2005, but for the sake of clarity I’ve only shown here 2009 through to the end of 2014. In other words I’ve taken the last three years’ worth of data for forecast the next 2. Ideally, you should try to go as far back as you possibly can, even if it’s only one month here and there – it’ll give you more background on which to rely. Continue reading
Jan
26
Last Week in Mobile Marketing
Sam’s daily shared mobile marketing and tablet news articles and retweets Continue reading
Jan
24
Online advertising targeting – retargeting
Retargeting is a tactic by which an advertiser can try to close an unfinished sale or non-transacted shopping basket. This is the ideal tactic by which to offer an even better deal to a still unconvinced potential client, or to upsell a recent buyer Continue reading
Jan
20
Ad revenue forecasting – requirements
This forecast method is better than others for a number of reasons outlined at the end of this post. But rather than jump ahead to the answer, see next what level of granularity of data you’ll need to build your forecasting tool internally and try to figure out why this method could be better than others. Continue reading
Jan
17
Online advertising targeting – behavioral targeting
Behavioral targeting is basically a way to reach a contextual audience out of its context of origin – a way to augment the available ad inventory for a particularly (often sold out) segment and monetizing otherwise harder to sell inventory. This is usually available on very large websites or ad networks. The classic example, and also the reason why this type of targeting saw the light of day in the first place is the automotive category. In the mid-2000s the online ad industry ran into the problem of having too little contextual automotive ad inventory for the actual demand from auto makers and auto enthusiast targeting advertisers. Continue reading
Jan
14
What you missed this week: keyword targeting & demographic targeting, revenue forecasting, digital readers, radio holds audience,
Sam’s weekly roundup of posts Continue reading