Remix Tips: Vanilla, Chocolate, Pistachio — There’s a Flavor of Display Advertising for Everyone

Online display advertising is available in many flavors, all of them capable of satisfying your hunger to get your message to your target audience. Here’s a look at seven of the most common flavors of online display advertising:

Vanilla: Site-Based Advertising

Site-based advertising is the original form of online display advertising, which is why it’s the vanilla of the genre. With this kind of advertising, ads are placed on specific sites, because they are assumed to attract a particular audience. Packaging World magazine’s website, for instance, attracts members of the packaging industry. You would think so, anyway.

Chocolate: Contextual Advertising

Contextual advertising is also an old favorite. With contextual advertising, a keyword is identified on a Web page and then advertising triggered by that keyword is served to the page visitor.  For instance, an ad for computer software could be served on a page covering PCs.

Maple: Geo-Targeting

Maple is a popular ice cream flavor in Quebec. In geo-targeting, ads are served based on a Web visitor’s location. For instance, someone from Quebec might be served ads for Montreal Canadiens tickets. In a more b2b oriented example, ads for a local distributor might be served in a geo-targeting display campaign.

Pistachio: Behavioral Targeting

Order pistachio ice cream once, and you might be branded forever as the guy who likes pistachio. Behavioral targeting uses “cookies” to anonymously track the websites you visit and to serve ads based on your actions. Visit a golf equipment site and you might see ads for drivers as you travel elsewhere on the Internet.

Neapolitan: Audience Targeting

With Neapolitan, you don’t have to make a choice. You get strawberry, chocolate and vanilla in the same cone. It’s similar with audience targeting. You get reach and targeting and good value – all at the same online display ad. Audience targeting uses “cookies” to track audience segments and to serve targeting advertising to these segments almost anywhere they travel on the Web. Advertisers, for instance, could track C-suite executives in manufacturing and serve them targeted online display ads with messages tailored to that audience.

Two Scoops: Retargeting

Retargeting serves specific ads to Internet users who have previously visited your website. Internet users who clicked on links in your Tweets or other social media can also be placed in your retargeting pool. These users can be served tailored ads based on their previous actions. For example, users who visited an e-commerce page for a product but didn’t buy could be served an ad for a discount on that product.

Macadamia Nut: Company Targeting

Like macadamia nut ice cream, company targeting is a high end and typically very satisfying product. Company targeting uses IP address information to identify Internet users as employees of a specific company or a particular kind of company. An example: using company targeting, a b2b marketer could serve online display ads to Boeing employees, to Fortune 500 companies or to a broad base of manufacturing businesses.


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