STOCKHOLM – In the real world, precise audience-targeting tools can help ad buyers focus on extremely narrow slices of a marketplace in order to earn the best possible return from their spend.
The same is true online: The more precisely marketers can target a demographic, the more likely the traffic they buy will convert into paying customers.
Online traffic network ADAMO has added new “smart tools” to help clients target exactly the consumers they want to reach.
“Imagine running ad campaigns that are smart enough to deliver one kind of message to a mid-morning audience, and an entirely different message to a late night audience,” said Judy Shalom, ADAMO’s chief executive officer and founder. “If your product sells best on weekdays, or you want to run a special promotion every Saturday, now you have the tools to pinpoint when your ads will display.”
The tools also include a browser-targeting component, giving advertisers the ability to focus on an audience segment by preference for certain types of user experience.
“The obvious example is mobile versus desktop traffic, but with our latest additions to ADAMO our clients can get a lot more specific than that,” Shalom said. “Maybe you want to target Firefox users with a message about independence, or maybe you feel your message will work best in front of Apple Watch users because you believe them to be more active. You can target game consoles, Google Glass, IPTV devices or Microsoft Windows users. Now you can get very sophisticated with your approach to buying traffic.”
ADAMO’s bidding system allows traffic buyers to place incremental bids on available spots, an approach that has proven popular with clients. The method functions much like auction sites including eBay, allowing bidders to set an initial bid as well as a maximum bid. The ADAMO approach helps media buyers maintain their visibility in even the most popular ad spots.
Advertisers also are offered “bid boosters,” which raise bids during certain hours of the day and allow buyers to get the most out of their peak conversion hours.
“If you are investing money into advertising, you are going to want to see an increase in [return on investment],” Shalom said. “That is why it is important to target your advertisements properly: It makes a big difference in returns.
“In theory it seems simple, but it can be difficult to find the right balance,” she continued. “For our clients who need assistance, ADAMO account managers are available to help.”
For more information, visit ADAMOads.com or contact a representative directly.
