Behavioral Targeting

What Are Top Digital Advertising Industries for 2019?

As 2019 approaches, it’s imperative that we understand what’s working and continue to add fuel to the fire. Following up to our last blog about preparing for next year, we wanted to share with you some of the top industries spending money in Digital Marketing.

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Breweries. Breweries are popping up all over the country. Their individual spin on some classic bar food and their craft beer make them a winner when choosing where to dine or go for happy hour. But, how do they continue to grow? Some of it comes down to how they market.

A couple of products that we have seen work well for breweries are Behavioral, Keyword, and Native (Keyword) Ads. Some of the behaviors used are bars, restaurants, nightlife, and food. Finding people that are showing these behaviors online can be great potential brewery patrons. Some of the keywords used are beer lovers, beer, craft beer and many others related to the industry. Having the ability to show their ads on websites where their keywords appear, whether the ads are display ads or Native Ads, gives them the ability to have their name in front of someone interested in beer, or craft beer, for example. 

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Another hot industry that continues to see the benefits of Digital Marketing are Colleges and Universities. These schools, in most cases, have large budgets set aside for digital specific strategies. One of the top products used by this type of advertiser is our Mobile Conquesting product. With soon- to-be-college students, a great way to target them is on their mobile device. Almost everyone has a smart phone these days so being able to serve ads on websites and apps that they use while on their smart phone, is brilliant. Also, with the ability to geo-fence high schools, job fairs, other schools’ admissions offices and more, they can zero in on their target market while they are looking for more information about extending their education.

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Banks and Credit Unions. While they hold onto our money for us, they also spend theirs on Digital Marketing. Facebook and Instagram are very successful strategies for this industry. One of their best plays within Facebook and Instagram is utilizing the Custom Audience Targeting. Through this method, banks and credit unions are able to take their current client/member lists (emails, phone numbers, or even names and zip codes) and find their members on Social Media. Once we do that, we can target those members with specific messaging about other services that they offer. Living in a world where a lot of people do online banking, this strategy lets them inform their current clients about additional services like mortgages, personal loans, auto loans, and more. This is a great way to focus on increasing the value to your current customers before they go out and get new customers.

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HVAC Companies. These companies are continuing to increase their spend on digital. One of the methods used by this industry is Household IP Targeting. What several of them are doing is using their own database of previous customers. Since it’s a service that they offer, they have the names and addresses of their previous customers. We take that list, and through proprietary software, match that list of names and street addresses to their IP (internet protocol) address (or internet address). Then, we can show the HVAC company ads to only their previous customers in hopes of getting them to become customers once again. This is a great tool they have been able to utilize and fill open appointments for quotes and service calls.

Truth of the matter is that there are many industries spending a lot of money in Digital Advertising. Here are just a few more:
– Automotive
– Concerts and Events
– Law Firms
– Marijuana Dispensaries
– Medical (doctors, dentists, etc)
– Political (think local races)
– Recruitment (HR departments have budgets too)

The Latest and Greatest in Mobile Marketing

Mobile Marketing is a hot commodity among advertisers around the country, as consumers spend more and more time on their mobile devices daily. Our Mobile Conquesting products have many advanced features, including geo-fencing, behavioral/location/brand targeting, dynamically updated ads, weather triggered ads, geo-retargeting, geo-lookalike targeting, and also the ability to track in-store visits. The most amazing thing about digital marketing is evolution and innovation, and even in the last three months we’ve rolled out incredible developments in mobile technology, including:

Extended Visitation Data
A major key performance indicator (KPI) that sets our Mobile Conquesting apart is being able to track if someone saw an ad and physically walked into a store, as long as their GPS is enabled. Typically, this data is tracked throughout the duration of the campaign, but we’ve found visits continue to across days after a campaign has ended. To make sure we are capturing all information relevant to a campaign, we’ve extended all visit data to be tracked up to 14 days after a campaign as ended, so marketers can continue gathering data without the ad spend.

Visit Data Location Breakout
In the past it was difficult for mobile marketers to look at individual store impact when it came to visit data. For instance, let’s say you were marketing your store and you have 10 locations around the area to track visit data. As an ad buyer, you could see the visit data to all 10 stores combined, but breaking out individual store visits was extremely tricky, mainly because they are all lumped into one line item of buying. Advancements in visitation technology has now allowed us to not only run one campaign to as many locations as you want within one campaign, but also break down individual store visitation data so you can see which stores had the greatest impact with the marketing campaign.  We’ve already rolled out breaking out location data by zipcode (so if your store is in different zips- by location) and will roll out breaking out two stores in the same zips by the end of the year.

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Breaking Down Geo-Location Data
Geo-Fencing, or targeting every mobile device within a fence regardless of the demographic or behavior of the individual (also called geo-farming), is a common technique utilized in a majority of our mobile campaigns. Let’s say you wanted to target users who have been to every Home Depot in an area, or every high school – there are broad categories that you can run to target anyone who has walked into these locations. In the past, our data has been very high-level, meaning you had a broad category of those geo-fenced in a Home Depot, but without that knowledge of which specific Home Depot you are targeting. We have enhanced our data, so we can now get visibility into geo-fenced location category building, so you can see a list of every address of every Home Depot we are targeting, adding greater transparency to our ad buying.