Domain Contextual Targeting Use Cases

Video Transcript: Domain Contextual Targeting Use Cases

Hey there friends and fam welcome to episode number 72 of The Great Reset my name is Robert Brill and I'm the CEO of BrillMedia.co we are an advertising firm that helps companies achieve the best business results with paid media data and targeting we are here five days a week talking about marketing and advertising for senior marketing executives entrepreneurs and everyone who is looking to grow their company in the last video we talked about how keyword targeting can be deployed with competitive conquesting content conquesting and product keyword conquesting today we'll dive into domain targeting use cases when we deploy domain targeting we think about sites and apps that really speak to a specific type of audience on a specific type of topic so broad portal properties like Yahoo and AOL and new sites are usually not good for this but as with most parts of advertising there are definitely exceptions and we'll start with the exceptions first when you're talking about news for example if I'm selling a product and I want to reach anyone who's interested in news so ABC NBC Los Angeles ABC 7.com CBS Los Angeles any like LA Times for example if the city is kind of part and parcel of my brand targeting ads on a local news site might be very relevant as an example but a lot of the targeting that we look at for domain targeting is for publications that speak to one specific type of content we want to deploy domain targeting for category specific content so let's say we want to reach Dodgers fans let's say that our client is Farmer Johns and we want to reach people who might go to Dodgers games and we want them to buy our famous Dodgers dogs at the grocery store this targeting is really straightforward run ads on sites that speak about the Dodgers these sites include Dodgers nation.com Dodgers away.com baseball reference Dodgers digest LA sports hub LA Dodgers talk and Dodger blue.com now we know that anyone on these sites is a Dodgers fan these sites can be used for any product that might be interesting to a Dodgers fan in Los Angeles so you might deploy this site list to advertise gloves and mitts for kids batting gloves other hot dog brands general baseball lifestyle gear or baseball related video games the core idea here is we know that people who are on Dodgers blue.com and LA Dodgers talk.com are avid Dodgers fans so let's be sure to serve them up ads that take advantage of that particular data signal in another business to business use case we might want to target a slew of legal trade publications in case you are selling a product or service to lawyers let's say you want to sell accounting services to lawyers or you want to help legal staff get additional education education accreditation then your contextual domain targeting can appear on these sites natlawreview.com which is national law review law.com and abajournal.com again if you're not a lawyer you're not going to be on these sites this is like really specific trade news for lawyers law different legal cases are being discussed different precedents are being discussed it's news about different people in the legal industry so if you're not a lawyer or part of that ecosystem it's not relevant to you and not interesting to you so really you're a lawyer or part of that world if you're on these properties so if your category has publications that allow for niche content websites you are in luck for domain targeting there are a lot of great consumer facing blogs about a variety of topics likewise there are trade publications that support programmatic and contextual ad delivery and what I mean by that is to say I don't have to go to any one of these sites call them up talk to a salesperson haggle over rates spend a minimum amount of advertising to get the campaign to run I literally can go into any one of my programmatic platforms like The Trade Desk or MediaMath and serve ads on these publications and I don't have to commit a minimum spend I can run the banners or video or native ads that I want and I really get to control the campaign how quickly I turn it on or off I can optimize in and out of sites and I can kind of just go about my way without having to interact with people that end up slowing down the process so this is a great way to target people interested in the category of products that you sell thanks for watching this episode of The Great Reset we will see you tomorrow for another episode you