How We Build Audiences
Audience creation is where everything starts. Agility uses reliable structured and unstructured data sources to build audiences. Unstructured data is data that is not already organized in a predefined manner. This means we are able to build an audience using demographics, interest, intent, first-party data, location and shopping behaviors. This is essential to serving the right ads to your target audience, at the right time. Agility also uses structured data when requested by clients. Structured data is what makes up audience segments. There are limitations with using these black-box segments since some data within the segments might be out of date. We also aren’t able to optimize structured data as well as we are able to optimize unstructured data. Agility always recommends testing various targeting methods against each other – for example, targeting unstructured data with one campaign versus targeting structured data with another campaign to see which campaign drives the best results to your ultimate return goal.
Agility has the ability to blacklist and suppress audiences that are not within your key demographic as well. Optimizations like this maximize return on ad spend. For example, if the campaign objective is to acquire net new customers, Agility would suppress current customers from the acquisition campaign strategy and focus on net new customers.
- Marital Status
- Marital Status
- Arts & Entertainment
- Home & Garden
- Outdoor & Recreation
- Past Purchasers
- Pages Viewed
- SKUs Viewed
- CRM Data
- Point of Sale Data
- Keywords Searched
- Sites Visited
- Content Viewed
- Keywords On Page
- Device Type
- Operating System
- Time of Day
- Creative Placement
Agility Full Funnel Approach
Awareness: Contextual Category Targeting, Audience Targeting, Private Marketplace Deals, Whitelist Targeting, Geofencing
Interest: Contextual Keyword Targeting, Audience Targeting, Private Marketplace Deals, Whitelist Targeting, Native Units in Social, Geofencing
Discovery: Lookalike Prospecting, Search Retargeting, Behavioral Audience Targeting, IP Targeting, Geofencing
Consideration: Search Retargeting, Site Retargeting, IP Targeting, App Downloads, Geofencing
Sale: CRM Targeting, Site Retargeting, First Party User Targeting
Online advertising has been a click centric world for many years. It can be challenging for advertisers to measure return on ad spend any other way since many advertisers are still using Google Analytics as a tool for measurement. In the programmatic display space, media buyers optimizing around clicks is not recommended. While we can optimize off of a click-based return goal, we recommend optimizing off of full funnel attribution return goal if possible. Agility can help you measure full funnel attribution if interested. Less than 18% of online users click on ads, not all clickers are buyers and not all buyers are clickers. Agility can help you create the right return goals for your programmatic display campaigns. Another way to measure the effectiveness of online display campaigns is by creating a return goal around viewability. The Interactive Advertising Bureau (IAB) defines viewability within display advertising as “at least 50% of an ad must be in view for a minimum of one second for display ads and two seconds for video ads.” Agility can help ensure that your display ads are in a viewable area.
At Agility, we time-stamp every user that has been collected in one of our audience pools and then place a frequency cap on the number of impressions that are served to a unique user during a 24 hour period. Our frequency caps are less aggressive for higher in the funnel campaigns since we are targeting much larger audiences and we want to spread impressions out to more users. Lower in the funnel audiences tend to have less users so frequency caps are more aggressive. Agility keeps a close eye on win-rate, recency reporting, and frequency reporting to make sure that we are bidding appropriately and setting the appropriate frequency on our campaigns.
Anyone can do site retargeting, it’s not a competitive advantage anymore. We earn our clients trust by building out strategic, full-funnel display campaigns and helping clients understand that retargeting is just a piece of the display puzzle. Companies must have a true full-funnel display campaign in order to be successful at client retention and acquisition. Our display campaigns don’t just target clicks – we strive to reach humans (and not attract robots) while optimizing for reach and frequency. Each of our client’s websites is custom tagged for optimal retargeting performance, ensuring that consumers purchase or take action on a website visit.
Retargeting is an essential touchpoint in the marketing funnel because it’s an assurance to all of your other paid media. Consumers have raised their hand to say they are in the market to buy – make sure you are recapturing that audience and keeping them engaged. There is a lot of value in reminding prospects and customers about a website they visited and then left. It may remind them to come back and complete their purchase, or make another purchase.
Search retargeting is calculated upper funnel display branding. We take your core demographic and top keywords to find potential buyers. When in search engines, users will search for keywords, but they may not visit your site – we will drive those users, who are in-market for your product, to your website. Data is collected from the page URL, title, body, meta tag and referring URL. This is a great strategy for driving upper funnel, new customer traffic. We partner with 5,500 + sites and toolbars across various verticals and categories, focusing on large, mid- and long-tail publishers.
Contextual targeting is targeting people with display advertising based on the content they’ve engaged with online. There are two types of contextual display advertising 1) keyword contextual, where a client has read content with certain keywords within the content or been on a web page that has certain keywords on it or 2) topic contextual, where display ads are served on web pages that are relevant to a general topic such as beauty, sports, education, etc.
Agility can serve display advertisements to consumers based on their internet access point (IP address) or create a blacklist of IP addresses for exclusion from your display campaigns.
Customer relationship marketing (CRM) retargeting is leveraging first party data to target potential customers or current customers with display ads. Clients can segment their customer database into groups they’d like to target with display advertising. CRM segment ideas include building a lookalike audience off of top client data or targeting loyalty customers with display ads that the general audience can’t see. Agility can also upload your CRM database and put those users in a blacklist. This blacklist could be used in your programmatic display campaigns so you only spend ad dollars on converting net new users.
Geofencing is the use of GPS or RFID technology to create a virtual geographic boundary, enabling software to trigger a response when a mobile device enters or leaves a particular area.
Geofencing allows you to –
- Measure online to offline conversions.
- Target with pinpoint accuracy (accurate down to 2 1/2 inches).
- Target events.
- Build custom online audiences using offline location data.
- Drive mobile performance and mobile reach.
Programmatic audio is the use of technology to automate the selling and insertion of ads in audio content like podcasts, digital radio and music-streaming services.
Examples of Programmatic Audio Inventory:
- Tune In
- Google Play Music
With Agility’s OTT/CTV offering, advertisers have access to the most advanced advertising solution in the market. Powered by three distinct methods of audience targeting, getting the right message in front of the right person at the right time has never been more effective.
Agility’s OTT/CTV advertising solution allows marketers to be able to target both big screen and small screens, and also attribute a lift in in-store foot traffic from households that have been served OTT/CTV ads. OTT/CTV advertising with Agility is the most effective and impactful way to deliver video creative to a specific audience and attribute an ROI to your campaign.
- Ability to track a lift in in-store foot traffic from households which have been served OTT/CTV ads
- Ability to target at the screen size
- Vast, accurate reach
- Unmatched scalability of audience targeting
- Non-skippable, immersive content format that allows advertisers to engage with a unique audience that is committed to the content they are consuming
- Reach a unique group of video consumers that advertisers can’t target with traditional TV commercials
- Serve video ads pre-roll, mid-roll, and post-roll within streamed content on the big screen and other connected devices
- Access to inventory for both short- and long-form content on the big screen and other connected devices
- Allows advertisers to combine the impact of TV with the precision of digital
- Seamless way to access and buy premium OTT/CTV inventory on the same centralized platform as your display, mobile, video, and native campaigns
Agility’s OTT/CTV Inventory:
Agility has access to the following devices, exchanges, and publishers to provide premium OTT/CTV inventory:
Amazon | Apple | Asus | Google | Hisense | JadooTV | LG |Microsoft | MiniX | NVIDIA | Roku | Samsung | Sony | Xiamoni
AdapTV | Beachfront | Freewheel | Rubicon | SpotX | 75+ PMP deals
Creative Specs Needed to Get Started Video Standards:
- Dimensions: 960x720px and 960x540px
- Audio Bitrate: 128 kbps or higher
- Video Bitrate: 2.0 Mbps or higher
- Preferred format: mp4 (h.264)
- Max video file size: 10 MB with a max final load size of 200 MB
The programmatic ad inventory eco-system started by only serving display ads (originally called banner ads). Which means that a large percentage of all programmatic inventory is for display ads. With the exception of some specific instances, we highly recommend that advertisers include display ads
for all campaign strategies to ensure maximum audience reach. Agility has access to all of the major ad exchange networks which allows us to serve ads on millions of websites across the internet and over 600,000 mobile apps. This access extends our reach to 98% of American households. Agility’s display ad framework can support 39 unique ad sizes to accommodate desktop, smartphones and tablet users. Our HTML5 framework functions like a website. This means our ads can do just about anything a website can. 90% of all display inventory is made up of these 3 sizes. 300×250, 160×600, 728×90. Other trending ad sizes we utilize include the following- 300×600, 300×50, 320×50, 320×480 and 970×250.
Within the most popular ad sizes for display advertising there are two ad sizes that are mobile only: 320×50, 320×480, and the 300×250 shows on both desktop and mobile. As consumers have become more connected through their phones and tablets, our display advertising audiences have made a shift to be increasingly more mobile focused. We serve on some of the biggest mobile sites and mobile apps. We always apply publisher blacklists to our campaigns to keep your ads off of spammy apps and sites. Agility utilizes cross-device user matching to serve ads to people on all screens. There are two types of cross-device users matching –probabilistic and deterministic. Probabilistic simply means that a device or multiple devices “probably” belongs to a specific person. Deterministic means that it’s “determined” that the devices belong to the end person. Agility only uses deterministic user matching with 95% certainty that the person we’re following cross-device is in fact the intended prospect.
Native ads are best described as ad units that appear to be cohesive with the website, or part of the native website experience.
Examples of Websites Native ads will appear on:
Native programmatic ads dynamically change to accommodate each individual website. You can run as many variations of native ads as you would like.
All we need to get started are three simple things for each ad unit:
- 25 max characters for the header
- 90 max characters for the body element
- Static 1200×628 Image
- (Optional) 3rd party tracking
Note: Agility does not write native ad copy, so this would need to be supplied. However, Agility’s ad design team can create the imagery.
Video advertising trades on the same exchanges as programmatic/display advertising. Some find that this can be a cheaper option when compared to traditional TV, connected TV (CTV) or over the top (OTT) advertising. Spending budget on programmatic video ads, to target users online with video preroll and video banner ads, usually has lower CPMs than CTV and OTT. Many advertisers are running video campaigns on YouTube, but don’t realize they can expand their reach on video campaigns quite significantly. There are many publishers that have video inventory outside of just YouTube. Agility can report back on if the ads were skipped or skippable across all publishers.
- Dimensions: 960×720 px and 960x540px
- Audio bitrate: 128 kbps or higher
- Video bitrate: 2.0 mbps or higher
- Preferred format: mp4 (h.264)
- Interstitial: Web page displays before or after expected content
- InBanner: Video built into a banner ad
- Instream: Pre-roll, mid-roll, post-roll
Other Items to Consider:
Auto-Play Sound: On/off — Click to play is preferred by publishers
Cross Device Targeting
By default, the Agility platform will serve targeted ads to those in a campaign on all screens. We use probabilistic and deterministic matching to pair individual users up with their various devices. We are able to see the entire consumer journey across all devices for each user. This allows for seamless cross-device advertising and conversion tracking.
- Mobile Smartphones
- Connected TV
Cross Device Partners
Agility is able to attribute revenue and conversion events to programmatic display campaigns with the use of tags. The way an advertiser tags their website is imperative to programmatic display success. The right tagging allows for the right media buying optimizations on your campaigns.
At Agility, we tag as many relevant pages on an advertisers website as possible. Each action a prospect takes can be put into a user pool. The more granular we can make these user pools, the easier it is to show relevant advertisements to these users and move them down the sales funnel efficiently.
Our tagging logic is set up like light switches. As a prospect takes further action, one light switch is turned off and another is turned on. Agility can deploy up to 20 separate conversion tag tracking elements such as conversions, leads, revenue, form fill submissions, button submissions, searches on a website, newsletter sign ups, content downloads, etc.
What is Programmatic Inventory?
Historically, traditional media buying happened directly between an advertiser and a publisher’s website. This is what’s called a direct buy. Direct buying can be much more expensive and not as targeted as programmatic media buying. . Programmatic display is an automated, data-driven buying method used across multiple platforms. A huge array of inventory is available across all ad networks, ad exchanges and supply side platforms (SSPs). Running with a programmatic vendor like Agility allows you access Google AdX, which offers the same sites as GDN, and millions more. We also have access to direct publishers and other SSPs such as Pubmatic, OATH, hundreds more. Advertisers no longer have to guess what websites their users are visiting and direct buy inventory on those websites. Programmatic display advertising finds the users in your relevant audience with behavioral, location and offline demographic data. Programmatic advertising is a one to one experience where an advertiser is able to serve the right ad, at the right time, to the right person.
98% household reach across multiple inventory sources.
AppNexus, OpenX, Rubicon Project, One by AOL, and many others.
Integral Ad Science, Double Verify, Are You Human, White Ops
At Agility, we believe in complete transparency. All our clients have access to a dashboard with real-time reporting, and automated HTML-5 inline email reporting.