'Net Features : geotargeting

Yahoo! Ads; Scheduling, Demographics, Better GEO

Pete Prestipino — Tue, 17 Mar 2009 14:30:00 GMT

Not to be outdone by Google's foray into behavioral advertising, Yahoo! too is now enabling advertisers to target audiences with a lot more control with demographic targeting, ad scheduling (dayparting) and enhanced ZIP-level geo-targeting at both the ad group level and the campaign level.

Yahoo!'s demographic targeting uses a concept called bid adjustments, which let advertisers set a premium bid for the categories that are worth more to you without losing other traffic volume.

The new ad scheduling feature (not sure why this wasn't available before) enables advertisers to schedule ads to be shown according to users’ time zones or according to the advertiser's time zone (an excellent feature if you have call center hours you must adhere to). Ad scheduling works in both Sponsored Search and Content Match.

The enhanced ZIP-level geo-targeting gives advertisers the ability to mix and match geo-targeting setting at different levels within the same campaign or ad group. A dynamic mapping feature will let advertisers select individual ZIP codes and the ZIP codes surrounding them.

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BrickFish Geo View

Pete Prestipino — Tue, 16 Sep 2008 14:38:00 GMT

Social Media ad network BrickFish today unveiled Geo View as an addition to its Viral Map™ technology which displays real-time geographic positioning of consumers who engaged with specific brands through social media campaigns. The solution allows advertisers to figure out just where their consumers are located geographically and ultimately better target their marketing efforts online and off.

I was excited to check out an example of Brickfish’s Viral Map technology, but it looks like they are having trouble with their Google Maps API. The Web view seems to be working fine, but not the Geo View.

Google: Geographic Performance Reports

Pete Prestipino — Thu, 04 Sep 2008 14:36:00 GMT

Adwords advertisers have a new report at their displosal. The Geographic performance report provides insights into how impressions, clicks and conversions are distributed geographically - all the way down to the ad group level.

The Geographic Performance report gathers approximated Country, Region, Metro, and City data and calculates them on a daily basis at the account, campaign, and ad group levels. Metros are currently based on Designated Marketing Areas (DMAs) as defined by Nielsen Media Research in the United States.

Data for the new Geographic Performance report is only available from May 27, 2007 and will be aggregated daily to ensure accurate counts.

ABCSearch Offering GeoTargeting from Digital Element

Administrator — Thu, 31 Jan 2008 16:02:00 GMT

PPC advertising network ABC Search has chosen Digital Element's NetAcuity IP Intelligence technology to provide geo-targeting to online advertisers.

Digital Element’s IP Intelligence provides patented technology which allows businesses to perfect audience segmentation capabilities and targeting based on a comprehensive set of parameters such as geographic location (country, region, state, city and zip code); connection speed; area code; Internet Service Provider (ISP); North American Industry Classification System (NAICS); domain name; demographics; company name; proxies; Designated Market Area (DMA)/Metropolitan Statistical Area (MSA); language; time zone; and longitude/latitude.

“Geotargeting is an excellent way for ABCSearch’s clients to reduce costs and retain a higher return on investment for their online advertising and search programs,” said Rob Friedman, Executive Vice President, Digital Element. “By incorporating NetAcuity, ABCSearch is giving its clients the solution that will help them achieve their online advertising goals by delivering high conversion rates and ultimately a substantial return on their investment.”