The media exchange phenomenon is a really remarkable development in our industry. While loads of companies are already using the exchanges in big ways, especially for DR efforts, other companies have been a little slower on the uptake.
I got to wondering why, and had a discussion with someone I think of as a rather savvy buyer. She told me that the last time she checked, these services didn’t have enough targeting options – that for example, a target by gender option was an essential for many of her clients.
So I did a little recon, and found that the exchanges, particularly AdBrite, have added a variety of targeting options, coupled with easier to use and more comprehensive reporting options, that all of us should be aware of.
First let's talk targeting. AdBrite now offers a variety of targeting dimensions, including:
· Ad forms (banner, text, rich)
· Geography (countries and DMAs)
· Site categories (40 options)
· Keywords
· Target sites
· Age
· Gender
One of the things I like about their self serve targeting tool is that as you make decisions you see the number of available daily impressions change. This ensures that you refine your audience in an effective manner WITHOUT finding you have segmented yourself down to 8 little old ladies in Pasadena.
They also offer some cool creative options including full page interstitials that have been demonstrated to drive very strong homepage or landing page traffic owing to their impact and simplicity. They even offer a tool for you to build a full page ad quickly and easily.
Anyway. The exchanges have a lot more options that are worth your time and consideration/reconsideration.
Thanks for reading, and don’t forget to write.
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