For CPM Advertising, Think Location, Not Audience
by Tyler Foxworthy, on February 14, 2018
For Tyler Foxworthy, Chief Scientist at DemandJump, the vast majority of marketers are missing the most important step when it comes to CPM or CPC-based advertising - particularly display.
For years, the common logic has been to focus on audience-based targeting parameters. Think demographic data, or other derived customer data.
While the underlying premise is OK, the data is simply not reliable or accurate, which makes things nearly impossible from a mathematical standpoint. Maybe that's why the average clickthrough rate of display ads across all formats and placements in the United States is 0.08% [ Source ].
Learn how to double your display marketing performance with this free, on-demand webinar. Watch it here.
Amongst Tyler's many discoveries at DemandJump, one of the most fundamental is the importance of where you place your advertisements, or focus your marketing efforts, online.
Check out the video above (or read through the transcript) to get Tyler's highly data-driven and mathematically proven take on creating targeted whitelists for display campaigns.
Tyler: Hi, I'm Tyler Foxworthy and I'm the chief scientist at DemandJump.
I lead our research and development efforts to create the algorithms that power the DemandJump Traffic Cloud™ platform.
Today, I want to talk a little bit about display advertising. Traditionally, display has been optimized and targeted in terms of audience.
Most marketers are thinking about demographics and physical location, as well as other derived customer attributes.
Well that's not wrong, but, in my opinion, it's suboptimal.
The reason being that the data that one can collect around all these attributes is spurious at best.
Rather than trying to focus on demographics, which encapsulate a lot of variability, and a lot of market segments, it's far more convenient from a mathematical standpoint instead to look at the performance statistics of individual sites within a customer's competitive ecosystem.
We can then use those sites to create targeted whitelists for display campaigns so that the ads will only run on a specific subset of sites that we know have the performance statistics in line with our customers needs and desires for growth.