How To Run URL Contextual Targeting

Video Transcript: How To Run URL Contextual Targeting

Hello, hello and welcome to episode number 73 of The Great Reset. My name is Robert Brill and I'm the CEO of BrillMedia.co. We're an advertising firm that helps companies achieve business results with the best paid media, data and targeting available in the marketplace.

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 domain targeting is being deployed for advertisers wanting to reach people on sites about the general category that's relevant for your products. So, if you're a business to business advertiser, you might want to run ads on Forbes, Entrepreneur and Bloomberg.com.

Today we'll dive into URL targeting use cases. This is a way to narrow cast advertising to people on specific pages that talk about the product or service that you are selling. The core idea is to do some upfront setup work to find the key pages that signal an interest for your consumer.

So, we're not targeting the full domain, we're targeting individual URLs. This page can live on any website, for example, Business Insider. A lot of the examples that I show in this video will come from Business Insider.

So, Business Insider covers a variety of topics from business to lifestyle, travel and sports. I'm not interested in serving ads across any page on Business Insider. I'm really interested in identifying individual types of pages that signal something about the consumer.

So, let's take an example for this particular page talking about the recent Twitter hack. I may want to run ads on this URL if I'm selling software or service that allows people to stay safe online and have their information protected. A great company that does this, by the way, is Ninjio.

So, if Ninjio targets this URL, it's a great fit. The company's core value proposition is about educating executives on how to protect their organization from being hacked. This article talks about being hacked.

And, fundamentally, the article presents the key challenge. A hack just occurred. Ninjio presents the solution.

It's the immediate problem solved. So, it's a great narrative for the campaign, for the advertiser, even though there's really... You don't have to say it, but you see the challenge right in front of you and you have the solution right in the ad.

Certainly then, Ninjio will want to find other pages that speak to recent hacks, such as these pages from Forbes, Information Security Buzz, and New York Times. Now let's look at another page from Business Insider. It's about cinnamon rolls.

Very different, right? You can see automatically the person who's interested in software security or hack prevention is not going to... May not be interested in this page talking about the best cinnamon rolls in Chicago.

But what's interesting here is that this page would be a great page for a company selling artisan cinnamon rolls or pastries. So, I found this company called Sweet Wheat Artisan Boulanger. I know I'm butchering that word.

It's clearly friend. Boulanger. There are...

So this company is in Los Angeles. They're a pastry shop and they make bread and all that stuff. And it's clear that they're targeting people in LA because I saw a search ad for them.

So even though this article is about someone in Chicago, contextual ads can be filtered to people in Los Angeles as well. So if you're in Detroit and your advertisers in Los Angeles, you can only... You can filter out everyone who's in Detroit and only target people based on the geo that you're interested in.

So anyone who's in LA who's on this page about cinnamon rolls is eligible for this sweet wheat Boulanger company to run an ad to reach me as a consumer. So I'm the person reading this article and I'm watching a video about the best cinnamon rolls in Chicago. What do you think is on my mind?

Cinnamon rolls. What do you think I want? Cinnamon rolls.

Cinnamon rolls for a unique for a unique brand like Cinnabon also can deploy this type of targeting and extend targeting to these types of pages the ads can run on sally's baking addiction.com ambitious kitchen.com food network the core idea is these are all sites urls specifically that are talking about how to make cinnamon rolls so someone who wants to make cinnamon rolls may also be interested in buying cinnamon rolls from Cinnabon so you can see how easy it is to pinpoint a person thinking about cinnamon rolls and then give them an ad for cinnamon rolls do you want cinnamon rolls yet there are infinite combinations to deploy for very granular url targeting with contextual data for business to business or business to consumer campaigns contextual targeting is one of my favorite ways to make clients businesses grow because it's incredibly controllable very scalable the results are strong and we get an opportunity to leverage robust the robust visual nature of display advertising with videos banner ads and native ads so if you think about ways to connect your product or service to the types of things people do that signals that they want your product or service such as reading about the best cinnamon rolls in chicago contextual targeting really gets the job done effectively to drive sales and leads for a company selling cinnamon rolls for example well that's it for this episode thanks for watching this episode of The Great Reset we will see you tomorrow for another episode