THE POWER OF MOBILE
Using Mobile & Display Banner ads
To Engage and Acquire
Mobile & Digital Banner Advertising Strategy
Presented By: Barb Breeser
April 10, 2020

Display

What is programmatic advertising?
Audience Extension: a product designed to boost
ANY business seeking to engage in digital
advertising.
Audience Extension is the best “conversation
extender,” because it reaches your customer’s exact
target audience digitally on any device a consumer
might use when consuming web content.
When we say, “We can reach your exact target
market anywhere and everywhere customers are
consuming digital content,” we mean it.

Programmatic Technology Stack

Inventory Quality
DSP Measures Campaign
Management
3rd Party pre/post
bid
Quality
Curated and tiered
inventory
selection, IAB
Compliance,
dynamically
maintained IP
level block lists
Prioritized top 5K
site list, above the
fold only, network
block list
Peer39 brand
safety, page
quality, view-
ability, IP
indexing, user
device graphs
Human traffic on
quality websites
delivering high
impact results

Performance Metrics
• eCommerce conversions
• Post click conversions
• Form fill conversions
• Retargeting
• View through
• Look-a-like
• Time on site
• Post impression conversion
• Click through

Targeting Options

Behavioral Targeting
Visits specific content sites, search
related content, check email, read
consumer reviews, downloaded
music, browsed photos, checked
loan rates, checked car insurance
rates, social profiles, shopped for
specific products or services
Electronics Shopper:
Sports Content Sites, Healthy Living,
Consumer Electronics Reviews, Searches
for Specific Brands of TV & Home Theatre
Real Estate Intender:
Yoga Content Sites, Gluten Free Foods,
Checked Mortgage Rates, Researched
Available Real Estate
Data Collection Modeling and Inferences

Behavioral Targeting Examples
• Arts & Entertainment
• Auto Buyers
• Auto Owners
• CPG (Consumer Package Goods)
• Enthusiasts
• Family
• Finance & Insurance
• Home
• Interests
• Lifestyle
• Pets
• Politics
• Professional Services
• Purchase Behaviors
• Real Estate
• Shopping
• Travel

Behavioral Targeting Examples
Example of client who was hiring for Home Health Care:
Employment > Healthcare Industry > Nursing Care Facilities and Home
Health Care
Intent > Services > Elderly People Care
Employment > Healthcare Industry > Health Professionals > Nurses
Example of client who was targeting Veterans:
Demographic > Military Status > Veteran in Household
Interest > Politics and Society > Charities and Non-Profits > Veterans
Global > law & government > military > veterans
Demographics > Military Status > Veteran
Lifestyle > Occupation > Military Employees & Veterans
Interest Propensities > Military > Veteran Associations
Lifestyle > Lifestage > Family > Military Families - Extreme Confidence
Veterans > Air Force/Navy/Marines/Army

Content Channels
Arts & Entertainment
Auto
Beer
Business
Cycling
Education
Family
Fashion
Food & Dining
Gaming
Health
Hispanic
Hobbies & Interest
Home
LGBT
Job Seekers
Music
News
Political
Real Estate
Retail
Seniors
Sports
Tech & Electronics
Teen
Travel
Weight Loss

Demographic Targeting
Age Range
• 18-24
• 25-34
• 35-44
• 45-54
• 55-64
• 65+
Gender
• Male
• Female
Household
Income (HHI)
• $50K+
• $75K+
• $100K+
• $125K+
• $150K+
• $200K
Ethnicity
• African American
• Asian
• Hispanic
• Other
• White
Education
• Associates Degree
• College Grad
• Grad Degree
• Doctorate
• High School
• Vocational
• Masters
• Some College

Site Retargeting
Re-engaging potential consumers:

Search Retargeting
Search re-targeting pursues user audiences based on
previous keyword searches conducted on search
engines such as Google, Yahoo! and Bing.
This strategy provides a great one-two punch by
aligning your Search Engine Marketing (SEM) with
display advertising, thus fusing the power of intent
with repeated brand exposure.
Google | Yahoo | Bing

Search Targeting- How does it work?
If a potential customer
does a keyword search
for “Nike Air Max Sale
the search might yield several
big-named advertisers using
SEM to target the same
keyword making the smaller,
local retailer struggle to be
noticed.

Search Targeting – How does it work?
Retargeting specific searches allow tailored ads personalized to the
consumer conducting the search to appear no matter where they are
on the network

Device ID

What is Device ID (DID) Targeting?
Advanced spatiotemporal mapping allows us to target
devices seen at a specific location and date as recent as
5 days ago and as far back as 6 months*

How does DID work?
Device ID works by leveraging a mobile device’s location history to determine behavioral and
demographic patterns.
There are 2 ways to gather DID data for an ad campaign:
1. DID Targeting by Location & Date(s): This product uses DID history data to identify mobile devices
(users) that have been in target locations during customizable, specified timeframes. We build
polygons around any location(s) to create custom audiences of DIDs targetable no matter where that
user goes after their visit. By targeting the device ID we have high quality, real human user data to
deliver your clients' marketing/brand message. An Audience Insight Report is provided with this type
of targeting.
2. Device ID Address Match: This product uses the DID Targeting location data to match device IDs to
physical residential addresses. Client must provide address list of at least 5K addresses. No Audience
Insight Report is provided.

Popular DID Strategies
VISITOR TARGETING CONQUEST VISITOR
TARGETING
HOME ADDRESS
IDENTIFICATION &
REVERSE APPEND
HOUSEHOLD EXTENSION
& LOOKALIKE TARGETING
Reach consumers
who have visited
your location(s) in
the past, regardless
of where they are
now.
Reach consumers
who have visited
competitive
locations in the past,
regardless of where
they are now.
Link device IDs to
home address, and
vice versa.
Expanded audience
segments that include other
devices in the household
and/or audience members
with the same demographic
and behavioral attributes

The Polygon
We use specific address(es) and date ranges to build a custom
polygons in order to determine the amount of devices seen at
that location during the timeframe.
Then, we can determine an estimated impression count that
can be served to those devices and, if desired, other devices in
the same household.

National Device Location
Utilizing the consumer’s unique, specific device and associated residential
address, we can accurately set the ‘back-geo’ so that your campaign only serves
ads to devices still seen in the area.

Audience Insight Report
Utilizing the consumer’s unique, specific
device and associated residential address to
gather consumer profile data in order to
deliver targeted, relevant brand messaging/
offers.
Request an Audience Insight Report to gain
these insights:
• Audience by day of the week
• Audience by hour of day
• Top 5 Zip Codes visiting the ’fenced’
location
• Visitor Frequency
• Age Distribution of visitors
• Household Income

Attribution
Residential Address Match-Back Report: Using a
customer list of addresses we can reverse-append
and match back DIDs targeted in the campaign.
Foot Traffic Match-Back Report: Create a separate
set of polygons to determine which device IDs enter
a point-of-interest geofence and match them to the
device IDs targeted in the campaign.
Our Unique Attribution report includes the
following information not available elsewhere:
• City, State, and ZIP of the device residence
• Source Geofence (which polygon the target user
was seen at to be targeted)
• Date(s) Seen

Programmatic Native

What is Programmatic Native Advertising?
Native Advertising uses a brand’s most compelling visual content and
makes it look and feel like the content on a given website. Your native ads
will look like they are part of the page. Native advertising aligns itself with
the look and feel of its environment.
Aesthetics
Ads are formatted like
their surrounding content
Location
Ads are located with the
feed of the content.
Value
The ad provides
information contributing to
the site content.

Native Ads Align with the website

Creative Sizes and Examples
300 x 50
300 x 250
300 x 600

Creative Sizes and Examples
320 x 50
728 x 90

Premium Publishers
Quality traffic:
• Reaching 92% of the online
population
• Representing 86% of Mobile
Users
• 52% Male – 48% Female
• 69% with Children in Home
• 85% earning $100K+

Questions?

Barb Osier Breeser
Purplegator
Vice President Sales & Marketing
TWITTER: @barbosier
EMAIL: barb@purplegator.com
FACEBOOK: https://www.facebook.com/PurpleGatormobile/
LINKEDIN: linkedin.com/in/barbbreeser
OFFICE: (888) 76-GATOR (764-2867)
MOBILE: (515) 371-7552