Product Offerings & Targeting Strategies

App List Targeting
Audio
Connected TV (CTV)
Creative Audience
Custom Contextual Targeting
Device ID Targeting
Digital Out of Home Advertising
Foot Traffic Attribution
Geo-Framed Audience Targeting
Job Title & Employer Targeting
Lat Long Targeting
LiveRamp Onboarded Audiences
Native Formats A, B and C
Native Text Ads (Format D)
Remarketing
Semcasting Custom Audiences
Site List Targeting
Subdirectory URL & Full Domain Targeting
Third-Party Audiences (Audience Data Targeting)
Video
Zip Code Targeting

 

App List Targeting

Overview: App List Targeting allows you to pick and choose the apps you want your ads to serve in. Custom App Lists can be created with any number of apps.

Use Cases: App List Targeting is best used when you have an idea of the audience you are targeting, and the apps that they use.  If your audience frequently uses an app, serving ads there allows you to reach your audience without paying for Third-Party data segments. This strategy optimizes your ad spend by only serving on apps that are most relevant to your audience or your content.

KPI: Click Through Rate (CTR)

Media Type: Display, Native, Audio, Video, CTV

Placement: Ads targeting an App List will serve on mobile devices and tablets in the apps specified in the lists.

Bid Structure: Bids depend on the apps chosen. For standard apps we recommend starting the bidding at $3.75.  For premium apps, bids will need to be significantly higher to win inventory.

Audience Data Targeting: First and Third-Party data segments are available for targeting but can limit the campaign’s ability to serve.  If Third-Party Audiences are added, increase bids by the average cost of all associated segments.

Specs:  Align with the campaign’s media type.

Setup 

To build your App List, go to the ‘Inventory Tab’ click ‘New App List’ and paste the app code for each desired app on an individual line followed by a comma and the operating system identifier. The app codes can be found by locating the page for the app on either the Apple App Store or the Google Play Store for Android apps and taking the highlighted portion of the URL shown below. For Android apps use the highlighted portion followed by a comma and the operating system identifier “2”.  For Apple apps, use the numerical id code followed by a comma and the operating system identifier “3”.

Examples (use only the red text):

Android Apps:  https://play.google.com/store/apps/details?id=com.easybrain.sudoku.android&hl=en_US&gl=US
Line format : com.easybrain.sudoku.android, 2

Apple Apps:  https://apps.apple.com/us/app/sudoku-com-brain-games/id1193508329
Line format: 1193508329, 3

When setting up a new Line Item, the App List you created (as well as preconfigured App Lists by category) will be available to associate to the campaign in the Line Item ‘Targeting’ menu under the ‘App List’ tab.

 

Audio

Overview: Audio campaigns allow you to serve 15, 30, or 60 second audio advertisements across a variety of audio streaming services.  These include the Spotify exchange (or Spotify PMP), and the Triton Digital and Adswizz exchanges.  Audio delivers a high engagement rate with CTRs between 0.7% -0.9% and over 1% when combined with remarketing.  

Use Cases: Audio ads are effective for creating brand awareness and driving traffic to sites.  The non-skippable placements command attention, driving high visibility and brand awareness. The passive nature of the ads’ display allows for the user to listen and engage without breaking from their typical habits.

KPI: Reach, Click Through Rate (CTR)

Media Type: Audio, Audio with Companion Banner

Placement: Audio ads will serve across radio station channels, Spotify, and websites with audio advertising.

Bid Structure: Audio can be bought either through the Open Exchange, or via PMPs.  Bids on the Open Exchange typically clear between $10 and $13, whereas PMP Deals are often in the $18 – $25 range.

Audience Data Targeting: First and Third-Party Data segments are available but can limit the campaign’s ability to serve.  If Third-Party Audiences are added, increase bids by the average cost of all associated segments.

Specs:

Open Exchange Audio:

Spotify Audio File:

Spotify Image File Companion Banner:

Setup

To use a PMP, you must first request the list of available PMPs from your Account Manager. Your AM will then add the requested Deal to your seat.  

Configure the Line Item with the following considerations:

Creative Type: Select ‘Audio’

Bid Pricing:

  1. Spotify PMP: Set bid to a minimum of $15
  2. Open Exchange: Set to a minimum of $13

Targeting: Select from either one or both options to serve through

  1. Spotify PMP
    • Exchanges: Remove all exchanges
    • Deals: Select ‘US_Pontiac_Xandr_Audio Everywhere_ROS
  2. Open Exchanges:
    • Select: ‘Spotify AB’, ‘Spotify’, ‘Triton Digital’, and/or ‘AdsWizz’

Frequency Caps: Set Daily and Lifetime Frequency caps to 0 and do not apply Dynamic Frequency. Setting Frequency caps or applying dynamic frequency may prevent the Line from serving.

Pixels: Do not associate any conversion pixels or remarketing pixels to Audio Lines, these may prevent the Line from serving.

 

Connected Television (CTV)

Overview: Connected Television is a premium placement that sees Video Completion Rates over 90%. Reporting and attribution for CTV ads is limited to tracking video view duration (% of the video seen by the user) and the app the video was displayed in. Additional impact can be estimated by examining changes in site traffic before, during and after the campaign.

Use Cases: CTV ads are best for driving brand awareness. By serving non-skippable, premium video ads, users are more likely to view the ad in its entirety.

Case Study: Audience Targeted CTV & OTT- Mattress Company Drives Awareness for Holiday Promotion

KPI: Video Completion Rate (VCR)

Media Type: Video

Placement: CTV ads run as video placements in either the pre-roll or mid-roll settings.  These placements are non-skippable, and run across Smart TV’s, game consoles, tablets and more.

Bid Structure: CTV campaigns can run through a Private Marketplace deal (PMP) or through the Open Exchange.  PMP rates are negotiated with Publishers and provide a CPM floor. CTV placements on the Open Exchange may sell at a lower CPM, but we recommend using PMP’s as they guarantee fraud-free inventory.  The typical prices for CTV placements range from $28-40, with premium inventory available at prices over $40.

Audience Data Targeting: Use Audience data specifically designed for CTV ads by Tru-Optik and AT&T. Targeting these data segments could restrict delivery because it will limit the size of your audience. Increase bids by the average cost of all associated segments.

Specs:

 

Setup

To use a PMP, you must first request the list of available PMP’s from your Account Manager. Your AM will then add the requested Deal to your seat.  

Configure your Line Item with the following considerations:

Creative Type: Select ‘CTV’ 

Bid Data: 

  1. Open Exchange: A maximum bid of at least $20.  For additional bid recommendations, ask your Account Manager.
  2. PMP:  Typically, PMPs have a CPM price floor that is set by the publisher and this should be your ‘Base Bid’. We recommend setting the ‘Max Bid’ at least $3-$5 above the ‘Base Bid’.

Targeting:

  1. Open Exchange:
    1. Inventory: ‘CTV’
    2. Video: Select player size and playback options.
  2. PMP
    1. Exchanges: Remove all exchanges.
    2. Deals: Select the PMP’s that you wish to target.
    3. Inventory: ‘CTV’
    4. Video: Select player size and playback options.

 

Creative Audience

Overview: The ‘Creative Audience’ allows for dynamic retargeting of users who have received an ad previously run through Pontiac.  This audience collects User IDs, Device IDs or IP Addresses of users that have been served a creative through Pontiac and follows the user around the internet to any page they visit allowing us to target that user directly.

Use Cases: The ‘Creative Audience’ is useful as a touch remarketing campaign.  The Creative Audience feature can be combined with Lat Long Targeting (Geofencing) to create a unique opportunity that is useful for sporting events, conferences, seminars, and other short-term events that require remarketing after the event has concluded. By serving a user an ad when they are inside the geofence, then adding them to a creative audience segment, you can follow them once they have left the premises and re-target them in a later campaign.

KPI: Click Through Rate (CTR), Cost Per Acquisition (CPA), Viewable Click Through Rate (vCTR), Viewability

Media Type: Display, Audio, Video, Native, CTV

Placement: This is a targeting feature available across all media types.

Bid Structure: This targeting tool follows the bid ranges for the campaign’s media type. Targeting tools limit the size of your potential audience and can restrict campaign delivery. Typically, slightly increasing the bids for these campaigns helps win more impressions for the specific users we are targeting. 

Audience Data Targeting: First and Third-Party Data segments are available but are not recommended for this strategy.

Specs:  Align with the campaign’s media type.

Setup

Go to the ‘Audience’ tab and select ‘New Custom Audience’. Then select ‘Creative Audience’ from the dropdown menu.  Choose the data you wish to follow, either Device ID, User ID, and/or IP Address.  Then select the creatives, that once served, will add users to the audience.

In the above screenshot, the three creatives are capturing the Device ID, IP Address, and User ID, which are building the audience.

Once saved, this audience can be associated to any Line Item in the seat. Custom audiences are associated to the campaign in the ‘Audiences’ section of the Line Item creation screen.  Select ‘Associate Segments’ and choose the audience from the ‘Custom Audiences’ dropdown.

 

Custom Contextual Targeting

Overview: We can leverage Grapeshot to build contextual lists of URLs which include keywords or 3-word phrases and serve ads only to those pages.

Use Cases: This is extremely helpful when trying to filter down to pages that display relevant content on larger domains.  Keyword Targeting is also extremely useful for Conquesting, a tactic in which you target your competitor’s name and/or product name, and serve your ads on those pages.  

KPI: Click Through Rate (CTR), Cost Per Acquisition (CPA), Cost Per Click (CPC)

Media Type: Display, Native

Placement: Display or Native Ads will serve only on sites from the selected site list that contain one or more of the designated keywords.

Bid Structure: This targeting tool follows the bid ranges for the campaign’s media type. Grapeshot segments cost an additional flat CPM that varies depending on the segment. To set the bids, add the associated cost of your segment as seen in the ‘Audience’ tab to the recommended bid ranges for the campaign’s media type. 

Audience Data Targeting: First and Third-Party Data segments are available to target but can limit the campaign’s ability to serve.  If Third-Party Audiences are added, increase bids by the average cost of all associated segments.

Specs:  Align with the campaign’s media type.

Setup

Compile and send your Keyword List to your Account Manager, who will then push the list to Grapeshot.  Targeting will be available in Pontiac after 3 business days, and can be found under ‘Onboarded Audiences’.  To set the bids, add the associated cost of your segment to the recommended bid ranges for the campaign’s media type.

 

Device ID Targeting

Overview: Device IDs are unique identification codes issued to every device that can receive ads.  A desktop computer, laptop, and phone belonging to the same user will each have their own unique Device ID.  This information is used to anonymously identify which device a user is active on.  You can load these ID numbers into Pontiac to deliver campaigns directly to a user’s specific device.

Use Cases: This strategy requires having Device IDs prior to campaign launch. Device IDs can be pulled from the log level reports of previous campaigns. If you have a specific target audience you want to reach, you can run a campaign targeting this audience, pull Device IDs from the log level reporting, and target them on a subsequent campaign. Because of the difficulty to collect the IDs prior to campaign launch, these are most useful for serving to users that have already been displayed an ad through Pontiac, or ‘touch remarketing’.

KPI: Click Through Rate (CTR), Cost Per Acquisition (CPA)

Media Type: Display, Native, Audio, Video, CTV

Placement: This is a targeting feature available across all media types.

Bid Structure: This targeting tool follows the bid ranges for the campaign’s media type. Targeting tools limit the size of your potential audience and can restrict campaign delivery. Typically, slightly increasing the bids for these campaigns will win more impressions for the specific devices you are targeting. 

Audience Data Targeting: First and Third-Party Data segments are available to target but can limit the campaign’s ability to serve.  If Third-Party Audiences are added, increase bids by the average cost of all associated segments.

Specs:  Align with the campaign’s media type.

Setup

To set up a campaign, you must first create the audience of Device IDs.  Go to the ‘Audience’ tab and select ‘New Custom Audience’. Then select ‘Device ID’ from the dropdown menu.  Enter each Device ID on an individual line, including the corresponding device type prefix, in the following format:

Line format: [Device ID]
Example: 0-123e4567-e89b-12d3-a456-426655440000

Device Type Prefixes:

0 –  IDFA (Apple ID for Advertising)
1 – SHA
2 – MD5
4 – OPENUDID
5 – AAID (Android Advertising ID)
6 – WINDOWSADID (Microsoft Advertising ID)

Once saved, this audience can be associated to any Line Item in the seat. Custom audiences are associated to the campaign in the ‘Audiences’ section of the Line Item creation screen. Select ‘Associate Segments’ and choose the audience from the ‘Custom Audiences’ dropdown.

Digital Out of Home Advertising

Overview: Our DOOH solution is a powerful way for advertisers to engage consumers while they are on the go. DOOH serves across place-based media (taxis, malls) and large format out-of-home (bus shelter, curbside billboard). Select from 2.4 million screens across the United States, Canada, Australia and New Zealand.

Use Cases: DOOH is a strong placement to reach consumers in contextually relevant environments. Units drive mass awareness and reach across screens in zip codes or geos for hyper-local placements.

KPI: Impressions, Brand Awareness

Media Type: Banner, Video, Video with Audio

Placement: Ads will serve OOH screens within selected zip codes across venues such as Residential (Apartment Buildings), Retail (Pharmacies, Malls, Grocery, Convenience Stores), Point of Care (Doctor’s Offices, Veterinary’s Offices), Financial (Banks), Outdoor (Billboards), Transit (Taxi and Rideshare TV), etc.

Bid Structure: Bids will vary based on venue type and availability but could range from $5 to $45 CPM. Each venue selected in the platform will display an average bid amount as well as a recommended bid amount.

Audience Data Targeting: Audience Data is NOT available for targeting. Targeting is based on location or venue type.

Specs: Creative sizes will vary based on venue type and specific location. Each venue type in the platform will display the unit size, and whether video, audio or static is support.

Setup

  1. Create an Advertiser, then click on the Advertiser to open the Advertiser menu.
  2. Under the Advertiser select ‘New Creative’. Select the creative type and size and upload the Creative file. For videos indicate whether the creative contains audio.
  3. Create a new Line Item, set flight dates, total budget, and the bid for the campaign.
  4. Open the Targeting section and fill in the desired targeting parameters to find available venues – venue type, state, zip code, publisher, creative type – then use the ‘Update’ button to view the list of available venues. Each venue will display venue type, venue address, publisher, and a recommended bid price (this bid price is a CPM). Add the selected venues to your campaign by checking the box next to the name of each. Then select the ‘Add Selected Venues to Targets’ button.

 

Foot Traffic Attribution

Overview: Foot Traffic Attribution provides the capability to register conversions beyond the digital sphere. A powerful tool to track users that are served your ads and attribute their subsequent visit to a physical location to your campaign. Seamlessly integrated into the Pontiac platform, Foot Traffic is available as a key performance metric at your fingertips.

Use CasesGreat for users who want to drive customers to convert in a physical location. This is especially useful when online conversions are unlikely, for instance with a car dealership.

KPI: Foot Traffic Attribution

Media Type: Display, Native, Audio, Video, CTV

Placement: This is a reporting feature available for all inventory types, addresses in the United States only.

Bid Structure: Mobile In-App inventory bid pricing varies widely, on average between $1.20 and $11, depending on the quality of the inventory.  The price to receive Foot Traffic Studies is $1.50 CPM, which must be added on top of the bid pricing for the media type.

Audience Data Targeting: First and Third-Party data segments are available for targeting but can limit the campaign’s ability to serve.  If Third-Party Audiences are added, increase bids by the average cost of all associated segments.

Specs:  Align with the campaign’s media type.

Setup
  1. Create a Line Item and check the ‘Enable Foot Traffic’ box
  2. Enter the commercial addresses that you would like to monitor
  3. In the Reporting tab reports will generate indicating the number of visitors that were served your ad and subsequently came within a 165-meter radius of the address that you are tracking. Frequency of reports will depend on inventory type for the Line.

See more here: Foot Traffic Attribution

 

Geo-Framed Audience Targeting

Overview: A defined Audience of users who were in a geographic location is compiled and then targeted. By using one or hundreds of locations, we can target ads to users who have visited those locations at any point in time in the past 6 months.   

Use Cases: Great for users who want to target people who have visited a specific location or event.  For example, you can target users who have attended a University of Texas football game, or people who have visited any Target across the country. 

Case Study: CPI For High Life-Time Value- Tracking App Installs for Food Delivery App

KPI: Click Through Rate (CTR) and Foot Traffic Attribution

Media Type: Mobile In-App

Placement: Mobile In-App Only

Bid Structure: Mobile In-App inventory bid pricing varies widely, on average between $1.20 and $11, depending on the quality of the inventory.  The price is $2.00 CPM for the Custom Audience, which must be added on top of the bid pricing.

Audience Data Targeting: First and Third-Party data segments are available for targeting but can limit the campaign’s ability to serve.  If Third-Party Audiences are added, increase bids by the average cost of all associated segments.

Specs:  Align with the campaign’s media type.

Setup

You must send the locations you wish to target to your Account Manager, who will then push the data to your seat via OnSpot Data Technology.  After 3 business days, users from the defined geo locations and time frame will be made available for targeting, and will appear under ‘Onboarded Audiences’. OnSpot segments cost an additional flat CPM of $2.00. To set the bids, add $2.00 to the recommended bid ranges for the campaign’s media type. 

See additional information about Geoframed Audiences here: Geoframed Commercial Address Segments.

 

Job Title & Employer Targeting

Overview: We use Bombora to build audiences of people who work at specific companies or who have specific job titles/roles.  

Use Cases: Great for anyone looking to target people who work at specific companies or have specific Job Titles or roles.  For example, you can serve ads only to people who have the title “Marketing Manager”, or only people who work at Programmatic Mechanics.

KPI: Click Through Rate (CTR), Cost Per Click (CPC), Cost per Acquisition (CPA)

Media Type: Display, Native, Audio, Video

Placement: Display, Native, Mobile In-App, Video, Audio (No CTV)

Bid Structure: This targeting tool follows the bid ranges for the campaign’s media type. Bombora segments cost an additional flat CPM that varies depending on the segment. To set the bids, add the associated cost of your segment as seen in the ‘Audience’ tab to the recommended bid ranges for the campaign’s media type. 

Audience Data Targeting: First and Third-Party data segments are available for targeting but can limit the campaign’s ability to serve.  If Third-Party Audiences are added, increase bids by the average cost of all associated segments.

Specs:  Align with the campaign’s media type.

Setup

You must supply the Job Titles or Companies to your Account manager, who will then push Companies (using their domain name, ie: cisco.com) or Job Titles to Bombora.  Audiences will be available to target in Pontiac within 3 business days, and will appear under ‘Onboarded Audiences’.  To set the bids, add the associated cost of your segment to the recommended bid ranges for the campaign’s media type.

 

Lat Long Targeting

Overview: Lat/Long Targeting allows you to target Lat/Long coordinates and serve ads inside of a small surrounding area.  The surrounding area is defined by the Google Plus Codes grid, and only has two pre-determined sizes, stated as a Radius (where Radius is defined from the center of the rectangle to the corner). Options include a Radius of approximately 150 meters or 2251 meters, and may vary slightly depending on the location of the coordinates. 

To find the Google Plus Code and see the surrounding target area for a set of lat, long coordinates see here: Lat/Long Audience.

For more information on Google Plus Codes: https://maps.google.com/pluscodes/technology/

Use Cases: Using data provided by the mobile device carrier, Pontiac can pinpoint the location of a user to serve them ads when they are in the designated area. By targeting a tight geographic area, these campaigns achieve high CTRs. You can target up to 200,000 unique coordinates per Lat/Long Audience.

KPI: Click Through Rate (CTR)

Media Type: Mobile Display, Mobile Native, Mobile Video, Mobile Audio (Mobile Only)

Placement: These ads will serve on mobile devices through the web browser or in-app, when the device is inside of the specified geographic zone.

Bid Structure: This targeting tool follows the bid ranges for the campaign’s media type. Targeting tools limit the size of your potential audience and can restrict campaign delivery. Slightly increasing the bids for these campaigns will win more impressions. The tighter the geographic area being targeted, the more you should increase the bids.

Audience Data Targeting: First and Third-Party Data segments are available for targeting but can limit the campaign’s ability to serve when added to geographic restrictions. If Third-Party Audiences are added, increase bids by the average cost of all associated segments.

Specs:  Align with the campaign’s media type.

Setup

To set up a campaign, you must first create the Audience with Lat/Long coordinates, and the surrounding area in square meters.  Go to the ‘Audience’ tab and select ‘New Custom Audience’. Then select ‘Lat Long’ from the dropdown menu.  Enter each set of coordinates on an individual line in the following format:

Line format: [Latitude],[Longitude],[Radius] (Radius can be either 150 or 2251)
Example: 123.414,-123.424,150

The Radius is predetermined by Google Plus Codes with defaults of approximately 150 meters or 2251 meters. Entering a Radius other than 150 or 2251 will not create a custom Radius or area, you will still be targeting a Radius of either 150 or 2251.

The size of the target area will vary slightly depending on the location of the coordinates.

Once saved, this Audience can be associated to any Line Item in the seat. Custom Audiences are associated to the campaign in the ‘Audiences’ section of the Line Item creation screen. Select ‘Associate Segments’ and choose the audience from the ‘Custom Audiences’ dropdown.

*Note: Approximately 30% of impressions received contain location data that you can target with lat/long segments.

 

LiveRamp Onboarded Audiences

Overview: Leverage Pontiac Intelligence’s LiveRamp relationship to target a list of email addresses, phone numbers, or names and postal addresses.  This information is loaded into the LiveRamp platform and added to your seat as a targetable audience segment.

Use Cases: LiveRamp is used to turn your CRM data into targetable audience lists in the Pontiac platform to digitally reach users from previous email lists and/or mailing campaigns on the open web. 

Case Study: Direct Mail Open-Rate Enhancement- Software Company Gets the Most out of Existing CRM Email Lists

KPI: Click Through Rate (CTR)

Media Type: Display, Native, Audio, Video, Open Exchange CTV

Placement: LiveRamp audiences target cookies and can run across any environment, except for CTV PMPs.  These can be combined with other targeting options, but as an already highly targeted list of users it should not require additional targeting parameters.

Bid Structure: LiveRamp segments cost an additional flat CPM of $2. To set the bids, add $2 to the recommended bid ranges for the campaign’s media type. 

Audience Data Targeting: First and Third-Party data segments are available for targeting but can limit the campaign’s ability to serve and is not recommended.

Specs:  Align with the campaign’s media type.

Setup

If you are interested in LiveRamp to start targeting your CRM data, you will need to sign a LiveRamp user agreement. This agreement can be found in the ‘Admin’ tab under ‘Seat Settings’ in the ‘Addendum’ section. To sign this agreement, check the ‘Accept LiveRamp Addendum’ box at the bottom of the contract and click ‘Submit’. Once you have completed these steps, email your Account Manager with the email address you would like to be used for the account. Your Account Manager will create an account on your behalf using the email address provided. You will then receive an email from LiveRamp with login credentials.

Once you upload a file to LiveRamp and the audience is published to your Pontiac Intelligence seat, it will be available in the ‘Audience’ tab under ‘Onboarded’. Associate the segment to the Advertiser where you would like to use it, then associate it to a Line Item. In the ‘Audiences’ section of the Line Item creation screen, select ‘Associate Segments’ and choose the audience from the ‘Onboarded’ dropdown.

See additional information about LiveRamp here: LiveRamp.

 

Native Formats A, B, and C

Overview: Native Ads blend in with the page in such a way that they appear to be part of the surrounding editorial content.  

Use Cases: These Native formats have high viewability and are a great strategy for increasing site traffic and driving conversions.

KPI: Click Through Rate (CTR), Cost Per Acquisition (CPA)

Media Type: Native Format A, B or C

Placement: 

  • Format A – This format excels on Triplelift, Sharethrough, and Microsoft.
  • Format B – This format excels on the Taboola Exchange
  • Format C – This format excels on the Outbrain Exchange.

Bid Structure: Native Bid Prices vary depending on the quality of the sites and inventory, but guidelines are as follows:

  • Format A – Avg. bid between $5.35 and $6.45
  • Format B – Avg. Bid between $1.20 and $2.30
  • Format C – Avg. Bid between $1.20 and $2.30

Audience Data Targeting: First and Third-Party data segments are available for targeting but can limit the campaign’s ability to serve.  If Third-Party Audiences are added, increase bids by the average cost of all associated segments.

Specs:

Format A:

Format B:

Format C:

Setup

In the line creation page, select ‘Native’ as the creative type, and adjust the bids to the suggested range. In the line creation ‘Targeting’ menu select the Exchanges listed as optimal placement for each format.

 

Native Text Ads (Format D):

Overview: Native Format D is a text only placement and does not feature an image.  Ads are placed in prominent locations around Microsoft properties, including the MSN Homepage and Outlook mailbox.  

Use Cases: This is a great strategy for increasing site traffic and driving conversions. The CTR for Native Text Ads range from 2x-5x the industry average.

Case Study: Online Education & Outlook Ads- Language Software Drives Conversions and Improves Overall CPA 

KPI: Click Through Rate (CTR), Cost Per Acquisition (CPA)

Media Type: Native Format D

Placement: Native Text Ads appear on Microsoft properties and at the top of a user’s inbox within Outlook.  When a user logs into their Outlook mail account, the text ad appears above any new email received.  

Bid Structure: Native placements usually close at a higher CPM compared to standard display.  We recommend setting your ‘Base Bid’ around $7.25 and ‘Max Bid’ at $12.75.

Audience Data Targeting: First and Third-Party data segments are available for targeting but can limit the campaign’s ability to serve.  If Third-Party Audiences are added, increase bids by the average cost of all associated segments.

Specs:

Setup

Native Text Ads require a unique setup in Pontiac.  First, request access to the Microsoft Exchange from your Account Manager.  Once access has been granted, build a Native Format D creative in the platform and build a site list that features ONLY outlook.live.com.  Create a new Line Item, select ‘Native’ as the creative type and adjust the bids to the suggested bid structure above.  In the Line Item ‘Targeting’ menu select ONLY the Microsoft Exchange and target the site list that contains ONLY outlook.live.com.

Remarketing

Overview:  Remarketing is a strategy that shows ads across the web to users who previously visited your website. 

Use Cases: Remarketing is a cost-effective way to drive conversions and is a strategy you should always be leveraging, especially for e-commerce businesses.  A remarketing pool will typically see an ROI of 1.5-2.5X over time.

Case Study: Remarketing for E-Commerce- Skin-Care Brand Revitalizes Online Product Sales 

KPI: Click Through Rate (CTR), Cost Per Acquisition (CPA)

Media Type: Display, Native, Audio, Video, CTV

Placement:  Remarketing is available across all media types.

Bid Structure: Bid align with the bid ranges for the campaign’s media type. However, these users are incredibly valuable, as they have already demonstrated an interest in your product or service.  For this reason, we recommend increasing the standard bids for the media type by a few dollars.

Audience Data Targeting: First and Third-Party data segments are available for targeting but can limit the campaign’s ability to serve and is not recommended with remarketing audiences.

Specs:  Align with the campaign’s media type.

Setup

Remarketing campaigns require the setup of a pixel to track the visitors to your website and target those users after they leave your page.  To create one of these pixels, click into the Advertiser, and select ‘New Segment’.  Allow a few minutes for the code to build, then click the pixel name, and copy the ‘Pixel URL Img’.  This should be placed on your homepage and any other page where you want to track visitors. See more on implementing pixels here: Pixel Creation & Implementation.

To target this audience, create a new Line Item and select ‘Associate Segment’. The segment will appear under the ‘Audiences’ dropdown with the same name that you gave your remarketing pixel. Associate this segment to the line and your campaign will serve only to the users who have been captured in this segment by visiting your website.

Most remarketing campaigns are designed to drive conversions.  To track conversion in the platform, you need to create a conversion pixel.  Enter the Advertiser and select ‘New Conversion Pixel’. Select your trigger type, or what causes this pixel to fire, from the following:

  • Click: Only fires when a user clicks the ad and completes a conversion.
  • View: Only fires when a user views an ad and completes a conversion. View will also count for users that click, do not convert, but return to the domain later.
  • Hybrid: Fires on both click AND view. Reporting can be broken out to examine click vs view.

Select your desired attribution window and the duration required before counting a repeat purchaser’s second conversion.  If a repeat conversion is within the window, the conversions will be grouped together as one.  

Allow a few minutes for the code to build, then click the pixel name, and copy the ‘Pixel URL Img’.  When exporting the pixel, you can add “Order ID” and “Revenue” macro placeholders to allow for reporting on revenue generated.  This pixel should ONLY be placed on the page that a converted user will see after completing a conversion, for example the ‘Thank you’ page, post-checkout page, etc.

To add these pixels to your campaign, when creating the line, associate your conversion pixel in the “Conversion Pixel” section.  

 

Semcasting Custom Audiences

Overview: Semcasting combines online and offline data to improve display advertising efforts through IP targeting. Semcasting allows Pontiac users to create and target custom audience segments by onboarding First-Party data or utilizing Third-Party data sets. Semcasting does not focus on cookies, but instead privacy-compliant IP Address triangulation. Semcasting data sets, data analytics, onboarding tools, and audience analysis tools work effectively across devices and provides us the ability to measure reach and frequency by household across all channels. 

Data Capabilities: 

  • Onboarded CRM Audiences – First Party onboarded audiences allow you to upload CRM data or other first-party data to create an anonymously targetable audience in Pontiac.  
  • Audience Designer 3rd Party Data – Third Party audiences allow you to target audiences or geo-frames with a cookie-free identity graph. Semcasting 3P data includes HCP, D2C, B2B, Shopper, Political, Demographics, and Life Stage segments. Semcasting uses a consumer marketing segmentation, called Social Matrix, that houses 26 clusters designed using life stage and affluence. 
  • Lookalike Audiences – A Lookalike segment can be created from any existing segment in Semcasting, this includes both 1st Party Data and Third-Party Audiences. Build a lookalike of an existing segment and find new targets in a different State, City or Zip Code. 
  • Audience Insight Reports – Insight reports will provide demographic information about the users in the audience. 

Use Cases: Semcasting can be used to turn your CRM data into targetable audience lists in the Pontiac platform to reach users across the open web without using cookies. Semcasting can be used to expand reach with lookalike modeling or leverage more granular targeting with the ability to hone on specific subsets of existing data using their Third-Party Filters. Audience Designer dashboard creates custom Third-Party Audiences using demographic, behavioral and contextual data from various providers. Semcasting can be used across all industries, with specific benefits for… 

  • Automotive, Financial, Telecom & Energy, and Travel & Entertainment – onboarding with scale and accuracy, identifying high lifetime value customers, qualified lead generation, attribution,  
  • B2B – actionable B2B audiences, reaching business owners and decision makers at home with Smart Zones IP Targeting 
  • Pharma, Healthcare & Insurance –  privacy compliant unique healthcare data, Prescription Drug Distribution Data 
  • Political & Advocacy – onboard target voter list, cross device voters with Smart Zones IP Targeting 

KPI: Click Through Rate (CTR), Cost Per Acquisition (CPA) 

Media Type: Display, Native, Audio, Video, CTV 

Placement: Web, Mobile-Web, In-app & CTV 

Bid Structure: Semcasting First-Party Data segments cost an additional flat CPM of $0.75. To set the bids, add $0.75 to the recommended bid ranges for the campaign’s media type. Third-Party Data segments range from $0.50-$1.75 depending on the data chosen.  

Audience Data Targeting: Additional First and Third-Party data segments are available for targeting but can limit the campaign’s ability to serve.  If Third-Party Audiences are added, increase bids by the average cost of all associated segments. 

Specs:  Align with the campaign’s media type. 

Setup: 

To create custom audience segments, you will need to sign the Semcasting user agreement. This agreement can be found in the ‘Admin’ tab under ‘Seat Settings’ in the ‘Addendum’ section. To sign this agreement, check the ‘Accept Semcasting Addendum’ box at the bottom of the contract and click ‘Submit’.  

Once you have completed these steps, email your Account Manager with the email address you would like to use for the account. Your Account Manager will create an account on your behalf using the email address provided. You will then receive an email from Semcasting with login credentials. 

Once you upload a file to Semcasting and the audience is published to your Pontiac Intelligence seat, it will be available in the ‘Audience’ tab under ‘Onboarded’. Associate the segment to the Advertiser where you would like to use it, then associate it to a Line Item. In the ‘Audiences’ section of the Line Item creation screen, select ‘Associate Segments’ and choose the audience from the ‘Onboarded’ dropdown. 

See additional information about Semcasting here: 

 

Site List Targeting

Overview: Site List Targeting allows you to choose the domains you want your ads to serve on. Custom site lists can be created with any number of sites, but only using top level domains (no subdomain targeting is available when utilizing the basic site list feature).

Use Cases: Site List Targeting is best used when you have an idea of your target audience, and that audience frequents certain websites or types of websites.  If your audience frequently visits a domain, serving ads there allows you to reach your audience without paying for Third-Party audience data. This strategy optimizes your ad spend by only serving on sites that are most relevant to your audience or your content.

KPI: Click Through Rate (CTR) 

Media Type: Display, Native, Video

Placement: Ads targeting a site list will run across the domains specified in the site list.

Bid Structure: This targeting tool follows the bid ranges for the campaign’s media type.  Bids can vary depending on the sites being targeted, but most can be reached with standard bid rates.  

Audience Data Targeting: First and Third-Party data segments are available for targeting but can limit the campaign’s ability to serve.  If Third-Party Audiences are added, increase bids by the average cost of all associated segments.

Specs:  Align with the campaign’s media type.

Setup

To build your Site List, go to the ‘Inventory Tab’ click ‘New Site List’.  Add the sites separated by commas, following the example provided in the Site List creation window. When setting up a new Line Item, the Site List you created (as well as preconfigured Site Lists by category) will be available to associate to the campaign in the Line Item ‘Targeting’ menu under the ‘Site List’ tab.

 

Subdirectory URL & Full URL Targeting

Overview:

  • Subdirectory URL Targeting: This feature allows you target up to 4 subdirectories per domain. Subdirectory URL targeting will serve on all pages that fall into the string of subdirectories.  For example, if you target https://www.nytimes.com/section/world/africa, your ads will serve in the World/Africa section, as well as any other section that sit below the Africa section.  
  • Full URL Targeting: Allows you to specifically target certain articles within a webpage, up to 20 subdirectories per domain. For example, https://nypost.com/2020/08/17/didnt-take-long-for-giants-saquon-barkley-to-impress-joe-judge/.  Specific domains will only target these exact pages and not the other pages that fall into the category subdirectory.

Use Cases: This targeting tool can be used to strategically place ads on specific subdirectories or specific articles with content related to your ad or brand to reach your target audience. 

Case Study: Full Domain Path Targeting- Niche Medical Product Reaches Target Audience Using Deep URL Targeting

KPI: Click Through Rate (CTR), Cost Per Acquisition (CPA)

Media Type: Display, Native, Audio, Video, CTV

Placement: This will run on the specified domains, and the pages that fall below the subdirectories, where inventory is available.

Bid Structure: This targeting tool significantly limits the size of your potential audience and can restrict campaign delivery. We recommend increasing the bids from the default for each creative type.  Bids for display should be no less than $9, and for video no less than $20.

Audience Data Targeting: First and Third-Party segments are available for targeting, but with inventory limited by direct site targeting, this is not recommended.  

Specs:  Align with the campaign’s media type.

Setup

To set up a campaign, you must first create the audience of domains you wish to target.  Go to the ‘Audience’ tab and select ‘New Custom Audience’. Then select ‘Domain’ (Subdirectory) or ‘Specific Domain’ (Full URL) from the dropdown menu.  Enter each URL on an individual line. This text box does not accept domains with special characters such as %, & á etc. 

Once saved, this audience can be associated to any Line Item in the seat. Custom Audiences are associated to the campaign in the ‘Audiences’ section of the Line Item creation screen.  Select ‘Associate Segments’ and choose the audience from the ‘Custom Audiences’ dropdown.

 

Third-Party Audiences (Audience Data Targeting)

Overview: Third-Party Audiences allow highly specific targeting (or anti-target) both contextually, by demographics, by behavioral characteristics and more. When layering Third-Party Audiences onto your campaigns, you ensure delivery to users who fall in the specific categories that you selected and that are most relevant to your campaigns.

Use Cases: Third-Party Audiences should be leveraged when trying to target a specific group of people based on characteristics, demographics, behavior and more. They are most useful when the advertiser’s target audience can be defined by one of the data segments.  This allows targeting of that audience on any website. See more on Third-Party Audiences here: Third-Party Audiences.

KPI: Click Through Rate (CTR), Cost Per Acquisition (CPA)

Media Type: Display, Native, Audio, Video, CTV

Placement: These audiences can be layered onto campaigns of any media type.  If serving in CTV, you must use TruOptik audiences.

Bid Structure: The bid ranges align with the campaign’s media type; however, each Third-Party Audience has a respective cost, that will be added to the CPM of your media. The CPM for the Third-Party Audience can be seen in the right-most column of the list of Third-Party segments. When you associate a segment to a Line Item, the CPM for this segment will be automatically included in the CPM for impressions served to this audience. If you are using multiple audiences, increase bids by the cost of the most expensive segment.

Specs:  Align with the campaign’s media type.

Setup

Third-Party Audiences are available in the ‘Audience’ tab.  You can easily search to identify and select appropriate Audiences. Once you find a segment you wish to use, click ‘Associate’, and send it to the Advertiser where you wish to use the Audience.

Once this is complete, your segment(s) can be associated to any Line Item in the selected Advertiser. These audiences are selected in the ‘Audiences’ section of the Line Item creation screen. Select ‘Associate Segments’ and choose the audience from the ‘Third Party Audiences’ dropdown. Add the average cost of all associated segments to the bid data for the Line Item.

These can be layered together with Boolean logic to target individual audiences or a combination of many. For more information on Boolean Logic see here: Boolean Logic.

 

Video

Overview: Video campaigns are an effective strategy to create brand awareness and drive traffic to your site with high CTRS.  Hosted Videos can serve in a variety of placements and sizes including pre-roll, mid-roll, post-roll, and outstream environments, and small, medium, and large video formats.  

Use Cases: Video is an effective tool to drive brand awareness and achieves high engagement rates when run in tandem with display efforts.

KPI: Video Completion Rate (VCR)

Media Type: MP4, VAST Tags, and ThirdParty Tags. You must request third-party video tag access from your Account Manager. 

Placement: Video can run across all inventory types.

Bid Structure: Bids vary for video inventory, but we recommend a bid structure of at least an $8 base bid.

Audience Data Targeting: Third-party audience data is available to target for video campaigns.  If you use Third-Party Audiences, increase bids by the average cost of all associated segments.

Specs:

Setup

To get started with your Video campaign, select ‘Video’ as the creative type, and in the Line Item ‘Targeting’ menu select a video playback type (environment) and video player size. We recommend selecting pre-roll, mid-roll, and outstream for playback types, and selecting all player sizes.

 

Zip Code Targeting

Overview: Zip Code Targeting allows you to target only users in the predetermined list of zip codes.  You can target as many or as few zip codes as you want, and it is a great tool to target relevant areas for local campaigns.  

Use Cases: This is a great tactic for local businesses looking to target users in and around their store location(s).  Campaigns with Zip Code Targeting deliver high CTRs, excellent conversion rates, and drive efficient ROIs for small budgets.

Case Study: CBD Across Display- CBD Brand Drives Conversions by Geo-Targeting Specific Regions

KPI: Click Through Rate (CTR)

Media Type: Display, Native, Audio, Video, CTV

Placement: This is a targeting feature available across all media types.

Bid Structure: This targeting tool follows the Bid ranges for the campaign’s media type. Targeting tools limit the size of your potential audience and can restrict campaign delivery. Slightly increasing the bids for these campaigns will win more impressions. Some zip codes are less populated than others, and the smaller the audience, the more the bids will need to be increased.  

Audience Data Targeting: First and Third-Party data segments are available for targeting but can limit the campaign’s ability to serve.  If Third-Party Audiences are added, increase bids by the average cost of all associated segments.

Specs:  Align with the campaign’s media type.

Setup

There are two places in the Pontiac Platform to implement zip code targeting.  The first option is in the ‘Audience’s tab, under ‘New Custom Audience’.  You can build an audience of zip codes to be used on any Line Item.  Once saved, this audience can be associated to any Line Item in the seat. Custom audiences are associated to the campaign in the ‘Audiences’ section of the Line Item creation screen.  Select ‘Associate Segments’ and choose the audience from the ‘Custom Audiences’ dropdown. Enter the zip code followed by a comma and the country code with each zip code on an individual line.

Line format: [Zip Code],[Country Code]
Example: 03102,US

The other option to implement zip code targeting is at the Line Item level.  This is available in the ‘Targeting’ menu, under the ‘Zip Codes’ tab.  Select the country from the dropdown menu, enter the zip codes you wish to target, and press save.