It’s no secret that there are many different online advertising strategies that advertisers use to increase business. One very common mistake is that advertisers fixate on where their ad appears online vs who is seeing it. Time and time again targeting ad placements has been proven to be less effective than targeting the actual end user. That’s not to say there are some exceptions to this strategy; but for the majority of advertisers, targeting the precise audience is key.
In this blog, we will discuss what an ad placement is, how to target your target audience and wrap up with why advertisers should target who is viewing their ad vs focusing on ad placements.
What’s an ad placement?
Simply put, an ad placement is the website or app the ad is being shown on. The ad placement is undoubtedly still important but it should not overshadow who you are targeting. No matter the strategy, our team ensures that every ad we place is on legitimate websites and apps that are brand-safe.
How do you serve ads to your target audience?
This question varies from one business to another. The basic premise is to figure out who your customers are and how you can advertise to them. The key is to figure out how you can reach potential customers with all the available targeting capabilities. Our team is here to help advertisers through this process. We will help recommend the channel (Display, Facebook, Instagram, LinkedIn, Snapchat, YouTube, OTT/CTV apps, etc.) and add additional targeting options to it. Other targeting options include but are not limited to demographics (age, gender, HHI), interest/in-market audiences, site retargeting, campaign retargeting and so much more.
Why should I focus on serving ads to my target audience instead of where the ad is being placed?
Digital advertising is a very powerful tool that is sophisticated and highly targeted. Advertisers need to take advantage of this technology to increase business and minimize wasted ad spend. There may be a time in the future when regulations may restrict who we can target, but let’s take advantage of it while we can; because your competitors are. Advertisers who fixate on where the ad is appearing vs who the ad is being served to are going to fall behind.
Conclusion
Advertisers fixated on ad placements rather than who they are targeting are usually going to see poorer campaign performance than an advertiser who knows that who they are targeting is crucial. Unfortunately, these same advertisers will eventually likely claim advertising doesn’t work. Partnering with our agency can help you maximize your ad dollars and create an effective campaign that has positive results.
