Targeting

Targeting the banner to the user on the highest-performing website placements.

EuroDSP aligns your advertising objectives based on a group of keywords and the users context. We create a predefined keyword cloud with you or your SEO agency and deliver the advertising content via our premium network. We guarantee the quality control of your content in real time. For example, with our in-house technology, we can exclude any negative keywords associated with a campaign. 

In practice:

1. EuroDSP creates a keyword cloud for a car manufacturer.
2. Keywords may include: “car”, “formula 1”, “limousine”, “coupe”, “racing car”, etc.
3. The user visits a sports website and reads an article about the Formula 1.
4. Based on keyword matching, the car manufacturer’s advertisement is displayed to the user.
5. The advertisement will only be displayed if it is considered a “positive” article.
6. If “negative” keywords such as “crash”, “accident” etc. are shown on the website, then the banner will not be displayed.

With this method, the banners can be controlled to match positive content uniquely.

Advertising content can also be displayed next to articles on competitors as an alternative targeting strategy.

Banner advertising based on the search behavior of the user

Search queries are special touchpoints in the Customer Journey of every customer. We will pick up these keywords and get in touch with the user during this phase, even before they have come in contact with your product. In close cooperation with you, we will create various Keyword-Clouds and play the advertising when the user profiles (search terms) match the target group and act as an extended arm to your SEM campaigns.

In practice:

1. The user searches for an electric car
2. The user enters various keywords for the search. For example “Electro Coupe”
3. If the search terms match our keyword cloud, the user is marked
4. Later that day, the user checks his emails and is identified by previous search terms
5. The potential customer will be targeted with the appropriate banners.

This strategy is cookie based where user tracking is based on pre-identified keywords. This approach is similar to retargeting independent content.

If you would like to deliver your advertising alongside appropriate content, we recommend a Contextual Targeting strategy.

The art of data targeting is to minimize the spread loss in pre-targeting to build a qualified audience for retargeting. We only work with premium partners (pages, data, brand safety, SEO tools) on a certified ad server and with our in-house technology.

EuroDSP has interfaces to all leading data providers in the B2B and B2C realm. We can enrich your campaign with appropriate data such as socio-demographic factors, occupation, household income or interests.

If the user matches the pre-determined data criteria, we will address them in real-time with your content. Depending on the campaign and the target group, we will use a suitable list of available data and deliver the advertising within our Premium Rotation. In addition to first-party data (retail: CRM data, online retail shops, various clusters), we also use third-party data.

We are always looking for more data providers and partners. The data can be made accessible to our campaigns via the DSP interface or via pixel integration.

Together we achieve more.

Marketplace marketing matters, even if you’re not a vendor. And it really does if you are.

EuroDSP offers key retail media strategy expertise for marketers that both sell and don’t sell within key marketplaces. If you’re a vendor, it is of utmost importance that you start to define and build your retail media advertising tactics to improve your overall marketplace strategy.

If you’re not a vendor, you may leverage specific audience targeting to deliver your adverts towards potential customers and prospects. You may need to start and build strong expertise in retail media strategy before your competitors do.

Make the most out of these new opportunities

Marketplace marketing and retail media have become key components of any digital marketing strategy, whether you are or aren’t a vendor. Either way, whether on Amazon or other partner marketplaces, we can offer KPI-driven solutions to enhance your results and make the most out of the latest technology and best audience science. Here’s more.

A New Search  Revolution: Optimize Search Requests, Directly in the Marketplace

Search requests are increasingly made directly within a marketplace environment. We help position your products, services, and keywords directly on search page results, e.g directly where the user is browsing for information.

Our team works hard to define the most relevant keywords for your company and your products through a test and learn approach that helps maximize purchases at scale.  We also ensure your enhanced product placement, increased search request results, and sales results are optimized and adapted to your budget and in tune with overall marketplace constraints and that they work for your long term brand success.

Use your Marketplace Product Views to generate more Results and Leverage Audiences from Market competition

Thanks to our intelligent technology, we can target users who have already seen your product to lead them through your purchase funnel and drive volume through our lookalike feature, which enables us to target other buyers with similar intent and key characteristics, and therefore to enhance your PRM approach and funnel user knowledge. Working with an enhanced funnel framework, we help build your brand sales profile and feed your customer database with new sales and new buyers.

Strengthen your Competitive Profile and Gain Ground Against Competitors

We define a range of products from the market environment and even from key competitors in order to create unique audiences. Thus we can create audiences following results of competitors such from people who see competitor products to people who buy their product. This allows for market share progress.

Our technology and expertise enable you to define a range of product buyers in order to create unique audiences relevant to your brand and offering: we create specific audiences following results of competitors, from people who see competitor products to people who actually buy them – to help achieve market shares progress.

Make the Most out of Subscription Audiences

Due to the fact that it is possible to subscribe to products or brands on the marketplaces, we are able, thanks to our technologies and algorithms, to follow the Internet users who subscribe to your products or to the products of other key market leaders, in order to increase the information at their disposal and to enhance brand and product awareness directly with these key audiences. This in turn leads to more conversions and purchases for your products with long-lasting, behavior-based target groups.

Use Enhanced Retail Media Retargeting Tools for more Purchases

Of course, our EuroDSP team also makes it possible to re-target customers who have already seen information or bought your products on different e-commerce sites, to help strengthen your customer relationship and here again get better results, and drive more sales.

What Matters Most to Us

Finally, our approach is fed with enhanced market, product, and audience-specific insights to both support and improve your strategy. Our relationship with clients is based on our focus: intertemporal marketing and sales success. This lies at the foundation of our values.

For more information about retail media advertising, click here, or check out our Amazon ads offers here.

Statistically, about 2% of the visitors convert on the first visit. We mark the remaining 98% of the potential customers and bring them back to your shop. With our cookie-based technology, we address the user to a very high reach of over 45 countries, to convert the user to a customer. Dynamic Banners can also be used depending on client agreement.

Predictive Retargeting

For websites with a very high reach, we optimize delivery, prioritized according to the highest performance. For example, we only engage with users who visited your site in the last two days or who visited your shop twice without any conversion.

Inverse Retargeting

As an additional targeting option, we can include a pixel on your page and only address the users who have not visited your website in the last 30 days. With this type of delivery, we only address new customers and supplement delivery with valuable keywords, data and environments. The new customers on the site will then increase the cookie pool for the retargeting campaign to achieve a performance boost.

What is Mobile Audience Targeting ?

Mobile audience targeting is the way of targeting your brand’s key consumers by relying on data points about mobile users in order to deliver relevant ads to them – no matter what site or app they’re using. Consumers are separated into segments aligned directly with their lifestyles; those segments can be demographics (age, average income, gender, interests, and location), and psychographics (values and motivations that impact a consumer’s buyer’s journey).

Mobile Audience Targeting is:

• Ultra-specific

As desktop technology has evolved into mobile technology, mobile advertising technology companies have now acquired the ability to target audiences. The audience targeting method uses a person’s underlying data or, to be more precise, their device ID, which can include certain demographic information and even geographic location for more effective and engaging ads.

This advancement in mobile advertising technology allows advertisers to be ultra-specific about the type of consumer they are trying to reach. In other words, it is now possible to use one-to-one targeting, which is much more effective than one-to-many targeting, because this strategy allows you to reach an individual person with an individual message.

• Contextual

While one-to-one targeting doesn’t offer quite as much scale that content targeting offers, it is a much more precise way to reach relevant consumers and targets exactly the kind of people mobile ad companies want with a message tailored to an individual.

In short, mobile audience targeting offers a huge advantage over content targeting, and this is why many more brands are adopting mobile targeting methods over content targeting.

The benefit of Mobile Audience Targeting

Mobile Audience Targeting enables you to reach the right people for lead generation and ensures that you’re using your marketing resources and time in the right places, and for the right people. In order words, you will not have to waste ad spend on audiences that won’t deliver high ROI.

How do we proceed at EuroDSP?

• Using location-based analytics to inform your sales pitches and presentations before the campaign even begins 

Use data to learn how frequently customers visit your locations to segment your audience based upon loyalty and evaluate which competitive locations your audience also visits to influence that audience and increase the efficiency of your ad spend. We can help you and provide you with this data early in the sales cycle to help you visualize and understand your audience, which will boost not only your credibility but also your ability to win the business.

• Building and reaching the audience

There are numerous platforms available today that provide a black-box approach to buying very broad location-based audiences; it can sometimes seem simpler to choosing a pre-built audience, and there are always campaigns that are a great fit for this tactic.

However, at EuroDSP, we believe that our clients love to see high degrees of transparency, flexibility, and customizability as to how those audiences are made. We want our clients to take control of the creation of the audience. This is why we plan the most effective mobile campaigns by spending a few extra minutes customizing the specific locations and date ranges that comprise your audience. We are using the data and the visualizations we generated in the first step to increase your return on investment.

• Attributing digital campaigns to in-store traffic and purchases

This last component is certainly the most difficult. Nonetheless, at EuroDSP we pride ourselves to test multiple approaches to measure the effectiveness of your campaigns. Thanks to our frequent reporting, we will be able to answer to questions like “ Did the frequency of visitation increase?”, “Did my foot traffic increase against my competitors with this audience?” or  “From which competitors am I winning market share?”.

Target your mobile audience effectively with EuroDSP

There are benefits to using different solutions that provide audience building, media spend, activation and attribution. By working with us, there is limited opportunity for bias in the results, and therefore, you can have more trust in the data. This comprehensive approach ultimately increases the effectiveness and credibility of your campaigns.

According to recent studies, an average consumer uses his or her smartphone more than 100 times a day. The optimal user approach in the mobile sector is to address the potential customer in the right place, at the right time. This is made possible with geofencing. 

For a geofencing campaign, we define a virtual radius around a physical area such as a hardware store, car dealership or supermarket. Using the mobile GPS data, we can address the user via an in-app experience or a web browser session. This method uses the most recent technological advancements and is more reliable than addressing users via their IP address.

In practice:

1. You are an online distributer of home tools
2. A local prospect visits a DIY store or is within a radius of a certain amount of meters from the store
3. We can address the user with your advertising content.

Another option is to target specific users based on their movement patterns. For example, we can address business travellers who often pass through airports and train stations or regularly stay at hotels. We can set a limitation that excludes users that are not a part of the target audience such as employees. This pool of users is stored as “business travellers” and addressed them throughout the course of a campaign, irrespective of their location via the appropriate medium (radio, banner, video).

We take brand safety very seriously and provide different strategies. Currently, our Blacklist extends to 300.000 pages and continues to increase from campaign to campaign. In addition, Brand Safety specialists are integrated into the technology, which are part of every single ad impression. Another method of guaranteeing Brand Safety is through a whitelist delivery.

Blacklist options include:

• Pornography, Mature Topics & Nudity
• Copyright Infringement / Piracy
• Drugs / Alcohol / Controlled Substances: Substance Abuse
• Extreme Graphic / Explicit Violence / Weapons
• Ad Impression Fraud
• Hate / Profanity
• Illegal Activities: Criminal Skills
• Nuisance / Spyware / Malware / Warez
• Disaster: Terrorist Events
• Controversial Subjects: Sex Education