These are the variety of targeting options and capabilities supported in XPO:
1. Audience Targeting
a) First-Party and Third Party Data
Audience segmentation involves categorizing users into different segments or sub-groups based on shared factors such as behaviors, context, or demographics. By dividing audiences into these groups, you can create more highly targeted and tailored campaigns, creatives, and marketing strategies.
First-party data refers to the information about your website visitors that is typically collected through browser cookies. With XPO, you can choose to generate a remarketing pixel to embed onto your site and start collecting first-party data.
Third-party data refers to the information that is collected by a third party, usually a data provider. XPO provides a variety of third-party data that allows you to expand your reach towards users with specific characteristics.
b) Lookalike Audiences, Household Extension
Lookalike modeling uses attributes from your customers (first-party data) at each stage of the sales funnel to create a similar audience and increase your reach to similar targets. Household extension influences decision-makers by reaching household members through connected devices.
c) Retargeting
How Do I Embed XPO Remarketing Pixel On To My Website?
How Do I Retarget Based on UTM?
How Do I Use LinkedIn Website Audience for Remarketing in XPO?
d) Cross-Channel, Cross-Platform and Cross-Device
The cross-channel capability enables you to deliver ads to audiences across multiple advertising channels (CTV/OTT, video, display, social, search, audio, email) and different devices (laptop, mobile, tablet, smart TVs) via different platforms (Web/App, Android, iOS). This feature offers unparalleled reach for prospecting and retargeting.
e) Contextual Targeting
Target sites by content and with keywords matched by an advanced machine learning algorithm. XPO gathers keywords, such as general keywords, branded keywords, and competitor keywords, using hundreds of millions of labeled webpages from different ad exchanges. Learn more about contextual targeting.
f) CRM & Device Audience Targeting
How to use CRM Data for Cross-Channel Targeting?
In XPO, you can create audience segments by uploading an existing list of Mobile Advertising Identifiers (MAIDs) for Device Targeting.
g) Dynamic Creative Optimization (DCO)
DCO is the process where elements of the display banner (products, offers, call-to-action, promotions, color, ad copy) are automatically optimized and personalized based on the triggers or audience segmentation you set on XPO. DCO can be used in both prospecting and retargeting/remarketing; though the common execution in the market is typically employed during the retargeting stage. Learn more about setting up DCO in XPO.
One of the common DCO examples is the product retargeting ad. A user who browses a specific product on the retailer's site will later be retargeted by this product ad across the internet. The user will stop seeing this ad based on the frequency cap you set on XPO.
2. Location-Based Targeting
a) Hyper-Localization
Hyper-localization refers to the ability to execute extremely personalized messaging to high intent audiences within a specific geographical area (e.g. hangouts, high traffic areas, shopping strips, affluent areas, entertainment hotspots, central business district, event venues, etc.). A proximity radius can also be used to customize the desired coverage.
b) Geo-Fencing, Geo & Proximity Targeting
How Do I Use Geo-Targeting Using Polygon?
How Do I Use Geo-Targeting On Facebook, Search & Display Channels?
How Do I Target Audiences Based On Proximity & Historic Location Data?
3. Ad Group Targeting
Learn more about the pre-requisites for ad group targeting.
a) Inventory
Direct Buy/Programmatic Preferred Deals From Premium Publishers
The Publisher Management Platform (or Deals) is best described as a private auction area with a fixed number of buyers and sellers bidding for inventory space. Deals can be customized to meet the targeting requirements of your campaigns. For example, it is possible to create a deal that targets only males over 30 years old in the state of California. In fact, XPO supports PMP Deal IDs and has over 500 deals in place for various industries and markets around the globe.
Exchanges
How to Add or Include specific Ad Exchanges in XPO?
b) Segmented Intent, Affinity & Demographics
You can target audiences based on demographics (age and gender), behaviors, interests, and segments. For example, you could target expats aged 35-40 who live in a certain state, and are affluent travelers and frequent shoppers.
c) Content Targeting
Apps & Sites
In XPO, you can filter the apps and sites where you wish to show your ads.
To filter your sites, click on the Add Sites button and enter all the relevant sites. You can then choose which sites to include (add to your whitelisted sites) or exclude (add to your blacklisted sites).
To filter your apps, click on the Add Apps and Add Ad Space button and enter all relevant apps and ad spaces. Similar to filtering for sites, you can choose to include or exclude apps and ad spaces as you like. You can also click on functions such as Import Site Lists, Import App Lists and Add Ad Space from List to apply a pre-existing list.
Language
Knorex XPO offers both user-device-based as well as content-based language targeting:
(i ) The User-Agent option allows you to target websites and apps based on the language setting of your audience's devices. For example, you can target French ads to devices with French language settings.
(ii) The Knorex Lumina option allows you target users with ads based on the language used in the web pages. For example, French ads can be placed on websites that have content in French. Lumina currently supports over 70+ most widely used languages.
See also Contextual targeting in XPO.
Segments
To add a filter for contextual targeting, select the Segments filter. Click on the Add Segment button and select the segments you would like to add. Similarly, click the Add Sub Segment button and select the sub-segments you would like to add. Click Save to confirm your changes.
Brand Safety
Brand Safety ensures that your ads are served in a safe environment by preventing them from appearing on sensitive topics such as adult content, alcohol, car accidents, gambling, religion, and violence. This helps protect your brand's reputation and ensures compliance with our Advertising Policy and Quality Control.
Viewability
Viewability measures the percentage of an ad that a user sees. At Knorex, we support the Interactive Advertising Bureau (IAB) definition of viewability: a minimum of 50% of the ad is in view for a minimum of one second. Setting a minimum impression viewability (e.g. 50%) is available on XPO, though we advise you check your historical viewability before applying this feature.
XPO also offers ad position targeting by allowing you to test whether "Above the fold" or "Below the fold" positions are better in providing the highest level of viewability and performance for your ads.
Finally, XPO's bid limit per page targeting capability allows you to set bid attempts per user per publisher page. This helps to control your brand exposure across different strategies. For example, a lower bid limit per page per user is good for prospecting to prevent repetitive exposure and reach a wider audience.
Frequency Cap
A frequency cap sets a limit on the number of times an impression is served to a single unique user. Using this feature helps you avoid inundating your user with ads. A frequency cap can be as short as a minute long, to as long as a campaign's lifetime.
Learn more about how to set Frequency Capping (By Page or Duration) in XPO here.
d) Technology
The technology filter allows you to target an audience based on their internet connection type, mobile service provider and IP address. In XPO, technology filters include:
- Specific internet connections: 2G, 3G, ethernet, and wifi
- Environments: mobile web, mobile app, or desktop web
- Browsers: Chrome, Safari, etc.
- IP addresses
This capability also enables you to target prospective customers according to the following:
- Device types: Connected TVs (CTV), tablets, mobiles, computers, set-top boxes, etc.
- Device models: iPhone X, Acer E100, Samsung Galaxy, etc.
- Device Operating Systems
Using the technology filter allows you to quickly and effectively capture the interest of your target audience.
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