Behind the Platform: Keywords & Keyword Targeting

Behind the Platform: Keywords & Keyword Targeting

Bidtellect’s revamped keyword targeting offering includes two additional targeting vendors: industry leader Peer39 as well as Bidtellect’s own custom keyword solution.

Keyword-based programmatic targeting uses a custom built list of keywords and key phrases to serve digital ads to people based on what they are reading about online. Read more about contextual targeting here. 

Behind the Platform: Keywords

Watch Bidtellect VP of Product Arthur Hainline talk through Bidtellect’s keyword offering on our Behind the Platform series. Download the Onesheet below. 

Onesheet: Keyword Targeting

Download the Onesheet to learn more about Bidtellect’s offering below. 

Keywords Onesheet

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Screenshot of Keyword targeting onesheet bidtellect

Want to learn more? Reach out to speak to someone here. 

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Back to Basics: Contextual Targeting vs. Optimization And Why It Matters Now

Back to Basics: Contextual Targeting vs. Optimization And Why It Matters Now

With the cookieless future looming large, we break down different types of targeting, the power of contextual targeting, and how optimization can supercharge your programmatic cookieless strategy.

What is Contextual or Cookieless Targeting?

 

What is targeting in programmatic platforms?

In programmatic marketing, targeting refers to the methods used to identify and reach target consumers or audiences most likely to be interested in the product or service an advertiser is selling.

What are the different ways platforms can target?

There are different types of targeting such as first-party data, third-party data, and one of the most common, cookies. First-party data is data that is directly collected from interactions with your consumers and audiences through your companies’ own site. Some examples of first-party data include demographics, purchase history, website activity, interests, behaviors, etc. First-party data has a direct relationship with the consumer (Treasure Data, 2021).

Third-party data is data you acquire from very large databases where it is bought and sold programmatically (Treasure Data, 2021). Cookies fall under the umbrella of third-party data. A cookie is a small piece of data stored on the user’s computer that helps a website keep track of visits and activity.

 

What is ‘context’ and what information does it use for targeting?

Context refers to a cookieless set of data points that factor into an ad placement’s ability to perform.

Contextual targeting is targeting based on the information available on the page or site of the ad space, rather than user data. Since it is based on what the consumer is currently engaging with, contextual targeting is successful in predicting what the consumer will engage with next.

Contextual targeting is gaining popularity as it is adaptable to an inevitable cookie-less future. With contextual targeting, the look and feel of every single ad placement is unique to the page and can be correlated even more closely with user behavior. It is the answer to the cookie-less future.

Contextual Targeting

  • seamlessly integrates your ads into relevant content users are already consuming
  • offers precise attribution
  • guarantees higher engagement
  • offers greater cost efficiencies, especially in combination with Bidtellect’s context-driven optimization engine
  • works on all formats: Responsive Native, Display, Video Units, and High Impact Units

What is Contextual or Context-Driven Optimization?

Optimization describes the algorithms that a bidder uses to determine bid prices, whether or not to bid, and how often to bid depending on the performance goals of a campaign. In other words, optimization describes ways to optimize an ad in order to get the best engagement in the most efficient way possible.

Programmatic optimization is the process of improving a programmatic ad campaign’s performance in real time based on data. It’s what makes programmatic advertising the most efficient use of your digital ad budget. With that being said, research shows that programmatic media buying now accounts for 85% of all digital ad spending (Strategus). If you haven’t already made the switch to programmatic, now is the time.

Platforms optimize performance in a variety of ways from cookies to creatives. On the simplest level, optimizing for brand and content works well most of the time; that is what most b2b companies start off with-hire a web3 copywriter and optimize all the creatives, including website content. This strategy often works itself towards the right target audience, but may take time. Context-driven optimization is optimization without using user data or cookies. Contextual optimization is Bidtellect’s key differentiator that uses contextual signals to optimize performance.

How Does Bidtellect Use Context?

Bidtellect has been utilizing context since our founding. We began as a native specialist demand-side platform nearly a decade ago. With native ads, we necessarily had to evaluate the contextual information on the page to create an ad that blended seamlessly into its environment, in addition to reaching performance goals.

Bidtellect’s Contextual Targeting: Bidtellect has consistently pushed our technology forward, and now utilizes a combined contextual approach within our platform: the industry’s best third-party contextual integrations plus our unique proprietary contextual targeting solutions: first-to-market context demographics targeting, categorization and keyword targeting, interest targeting, and inventory quality targeting. Bidtellect also teamed up with Bombora to combine our granular ad placement-level targeting with Bombora’s robust B2B taxonomy for a unique first-to-market B2B contextual targeting tool.

Bidtellect’s Context-Driven Optimization: Bidtellect’s contextual offering goes beyond targeting solutions and into optimization. Optimization maximizes spend, ROI, and performance for advertisers completely using context-driven technology. Contextual optimization is the foundation of Bidtellect’s bidding technology.

AARDvarkBidtellect’s Automatic Algorithmic Rate Determination toolfactors multiple context data signals simultaneously including: page-level contextual signals, domains, individual publisher ad placements, devices, times of day, and days of week to evaluate auctions and make bidding decisions according to 14 selectable optimization goal types. In other platforms, bid factoring falls entirely onto traders.

Why Choose a Contextual or Cookieless Strategy with Bidtellect?

Context uses the information on the page rather than audience data to deliver the most relevant ads to consumers. Bidtellect consistently outperforms data targeting strategies with our contextual strategies – not only within our own platform, but when testing against other platforms, as well.

Let us help you optimize on your performance goals!

Reach out to learn more.

 

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3 Ways You Can Show Up For Pride Month As A Brand or Advertiser

3 Ways You Can Show Up For Pride Month As A Brand or Advertiser

June is Pride Month – a time to celebrate the historically marginalized LGBTQ+ community. When planning your campaigns, the key is to go beyond “slapping a rainbow on it” and hijacking campy phrases. Authentic representation and giving back to the community – in June and all year round – will build a connection with consumers and ultimately lead to sales and build brand loyalty.

LGBTQ+ individuals make up approximately 4.5% of the US population but account for 8%-approximately $1 trillion-of the country’s disposable income (eMarketer, 2021)

1. Authentic Support is the Key to Connection With Belief-Driven Buyers

When it comes to your brand’s support of the LGBTQ+ community, authenticity matters. That means having a 12-month strategy, treating LGBTQ employees well, and showing that you support LGBTQ non-discrimination policies both in their own corporations and also things that are happening in the government (CBSNews, 2021)

If you communicate your genuine support of the movement, you’ll be more likely to connect strongly with consumers who share your beliefs. Consumers want to buy from brands that resonate with their beliefs.

Two-thirds of consumers worldwide identified themselves as “belief-driven buyers,” indicating that they expect brands “can make change and not just talk about it and do advertising,” Richard Edelman, president and CEO of Edelman, recently told CBSN. (CBSNews, 2021)

In a U.S. survey by Adweek, 40% of those surveyed said they want to spend money with a brand that aligns with their personal values. (Adweek, 2021)

It also means extending your support beyond June and into the rest of the year. It’s important to not be perceived as opportunistic and exploitative of the movement, seeking only to capitalize and make a quick buck during the month of June.

It is simple really – if market involvement isn’t a seasonal trend when straight couples are concerned, then why should it be any different for couples from the LGBTQ+ community? They too like to participate in all the things that make their relationship that much special. Birthdays, anniversaries, special dates, getaways, personalized jewelry – these are all just as meaningful for someone from the LGBTQ+ community as they are to the rest of the population!

2. Support and Representation Matters – And Pays Off

Amongst the LGBTQ+ community, it cannot be overstated how important it is for them to feel that a brand is both representing them in their campaigns and supporting the community they are spotlighting.

Include diverse individuals in your creative assets and content. Feature stories of inspiring individuals or highlight LGBTQ+ employees, and more. During the employee appreciation program, consider getting these unique high end corporate gifts that can be customized according to your employees’ tastes.

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Making a concerted effort to include more diverse representation in creative assets will ultimately build trust and brand loyalty. Portraying LGBTQ+ individuals in ads not only creates a positive association, but encourages purchasing:

  • 79% of people believe gay women are under-represented in advertising (Marketing Week via Unruly);
  • 73% of LGBTQ participants think more positively about companies that advertise in the LGBTQ media (CMI LGBTQ Community Survey, 2021)
  • 72% of LGBTQ respondents were more likely to purchase from companies that advertised in LGBTQ digital and print media. (eMarketer, 2021)
  • 78% of LGBTQ community members said they are inclined to support companies that market to and support LGBTQ people (CBSNews, 2021)
flags and rainbow products for pride month -originally in GoSanAngelo

3. Give Back – Don’t Just Slap a Rainbow On It

The same goes for giving back to the community. Sponsor events, give back through volunteer work and donate to organizations through promotions or special products. You can also give free online vouchers (using gift card API) for products that can make LGBTQ+ consumers more likely to think positively about your brand.

Going beyond selling rainbow merchandise is key. If you are selling rainbow merchandise, donate proceeds to a LGBTQ+ organization to avoid falling victim to empty “rainbow retail” that profits off the LGBTQ+ community without supporting it.

A 2021 survey by Adweek showed that consumers are looking for brands that give back to the community in a genuine way, such as donating a portion of their profits to the LGBTQ+ community (24.8%), expressing support for LGBTQ+ issues year-round (22.1%) and publicly enforcing nondiscriminatory policies in the workplace (21%).

  • 27.6% want to support brands that publicly support LGBTQ+ issues (Adweek, 2021)
  • 79% of LGBTQ+ participants think more positively about companies that sponsor LGBTQ+ community organizations and events (CMI LGBTQ Community Survey, 2021)
  • 74% of LGBTQ+ participants are more likely to purchase from a company that outreaches and advertises in the LGBTQ+ community (CMI LGBTQ Community Survey, 2021)
  • How would you like to see brands support the LGBTQ+ community during Pride Month? (Adweek, 2021)
    • Advertising
    • Donations
    • Policy
    • Representation
    • Support

What Else to Know: Demographics

(CMI LGBTQ Community Survey, 2021)

  • The more urban the area, the more LGBTQ-friendly the community is considered to be. 96% of LGBTQ participants think that their big city urban environments are LGBTQ-friendly, compared to 49% of those living in rural areas. (CMI LGBTQ Community Survey, 2021)
  • Cisgender gay and bi+ men have a higher likelihood of living in big cities. Cisgender lesbian and bi+ women, transgender, and non-binary participants were more dispersed, living in many different community types.
  • Cisgender gay and bi+ men are far more likely to be single than are cisgender lesbian and bi+ women. Cisgender lesbian and bi+ women are more likely to be married.
  • In general, LGBTQ community members feel that their employer is LGBTQ-friendly (81% supportive). The high percentage may be a function of LGBTQ employees seeking work at LGBTQ-friendly companies.

5 TAKEAWAYS YOU CAN DO NOW:

1. Bring Your Creatives Up to Par:

Utilize creative experts [b]+studio to expand thoughtful LGBTQ+ representation in your creative assets

[b]+studio will work with you to create copy and assets that are genuine and supportive of the community.

Include promotions in your headlines to grab consumers’ attention – a consistent top-performing best practice according to [b]+studio.

2. Give Back:

Offer donations to LGBTQ+ organizations at a national or local level. Utilize your ads to promote sales that give back to the community.

Better yet, if you’re selling rainbow merchandise, push proceeds of that to LGBTQ+ organization to avoid falling victim to empty “rainbow retail” that profits off the LGBTQ+ community without supporting it.

3. Reach Your Target Consumer:

Utilize Bidtellect’s context demographics targeting to reach age and gender demographics.

Bidtellect’s context-driven technology will reach users researching LGBTQ+ support, pride month shopping, and other interests without cookies.

4. Scale:

Bidtellect’s 30+ supply partners ensure your ads will reach far and wide in the safest, most relevant publisher environments. Pride is a big spending month – don’t skimp.

5. Adjust, Adjust, Adjust:

Work with Bidtellect’s performance team to optimize to best-performing placements, creatives, spend, scale, and more.

Bidtellect’s unique Engagement Score1 among other measurements will offer clear performance metrics through post-click so you can adjust your campaigns accordingly.

We hope this research and tips for Pride Month Advertising for brands and advertisers helps you.

Contact us to get your Pride Campaigns started ASAP!

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Video Ads: Why Programmatic Video With Bidtellect

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Spring and Summer Travel Trends & How To Reach Consumers

Spring and Summer Travel Trends & How To Reach Consumers

Spring is here and summer is right around the corner. It is time to get ahead on your summer travel campaigns and advertisements. Here are the latest trends and tips to make your programmatic campaigns take off!

People Are Excited About Spring & Summer Travel

With warmer weather and summer vacation ahead, travel plans are almost inevitable. We are seeing an upward trend in excitement to travel in the coming months. Last year was all about covid-restrictions and sanitary measures, this year is all about luxury and epic travel destinations.

People are excited about traveling this spring and summer:

  • 81.0% of American travelers report strong excitement for their travel this year and 86.2% are in a ready-to-travel state-of-mind (Destination Analysts, 2022)
  • A record high 57.9% feel we are closer to normal in the U.S (Destination Analysts, 2022)
  • Americans saying they are avoiding international travel is down to a record low 52.0% (Destination Analysts, 2022)
  • This year the likelihood of spring travel is even higher for hybrid workers (86%) and millennials (75%) (Vacasa, February 2022)
  • Family and friend events were the activities most likely to encourage a trip in 2022 (45% and 32%, respectively) (Vacasa, February 2022).

On the other hand, rising gas prices are a concern for travel plans:

  • About six in ten travelers indicate rising gas prices will impact their travel plans during the next six months (Longwoods International)
  • One study found that 58% of respondents said they would adjust their itineraries if gas prices continued an upward trajectory (Travel Pulse, 2022)

Booking (And Advertising) Travel Online Is More Popular Than Ever

As travel tends to pick up around this time of the year, gross bookings increase simultaneously. Travelers are looking to book online more frequently than ever before, as well as looking for luxury travel experiences. This could even mean that families and business travelers look for private jet hire and luxury accommodation bookings online to find the best deals that they can get their hands on. What does this mean for advertisers? Adjust messaging and photos to appeal to those looking for luxury and leisure through nice hotel rooms, lounges, etc. Also, use context-driven targeting to reach consumers on luxury travel blogs and websites. Luxury travel is in, and so is online booking. Get a head start on summer travel trends with your ads.

  • 51% of US luxury buyers purchased travel online, compared to 14% who purchased travel in-store (eMarketer, 2022)
  • By 2022, it’s estimated that total gross bookings will hit $441 billion (Phocuswright, 2019)

Bucket List Trips, Epic Destinations, & Group Travel Is The Move

It is safe to say that after a couple of summers of being cooped up in a home due to the pandemic, it gave people the chance to adjust to the new normal. They tried a bunch of things to pass their time. While many took to making appearances on TikTok, others played games that pay real money to pass the time. Yet there were others who may have considered learning new skills and therefore took up online classes on website development, graphic design, acting, and cooking; the list is long. However, now people are again ready to begin on their adventurous journey. A recent study by Longwoods International found that only 2 in 10 travelers say that COVID-19 will greatly impact their decision to travel in the next six months. Not only to travel, but to begin crossing off Bucket List travel destinations. Last summer, we saw an increase in travel by cars due to the worry of flying during the pandemic. This summer, it is expected that epic travel destinations by plane will be in the forefront. People are itching to plan their next epic destination vacation with family and friends.

  • In a survey of 12,000 travelers in 12 countries, 68% of respondents are planning to “go big” on their next trip (Expedia, 2021)
  • One travel company reported a jump in searches to “epic destinations” (Amadeus, 2021)
  • There’s been a reported 600% rise in bookings for groups of over 20 people, while searches for popular destinations for groups of friends have doubled (Amadeus, 2021)
  • Vacation home bookings were up between 30 and 60 percent in small cities and resort destinations compared to 2019 (NY Times, 2022)

However, many people are still afraid to travel because of covid. To avoid traveling, they prefer to spend their summers at home, playing games, learning new skills, and so on. Many even hire professionals to build residential pools and spas at their homes so that their children can enjoy summer to the fullest while taking all necessary safety precautions.

Video Ads Build Trust & Recognition

Using video in your advertisements can help build trust and recognition from the consumer. Online videos have the ability to bring a destination to life and they allow for the consumers to see the experience they are looking for. Most vacation resorts and hotels who are offering the option of timeshare tend to use this method to attract potential clients while giving the brief about the whole deal. However, one needs to clearly read the contract and understand all the conditions put forth before getting into the deal. It is understandable that the deal can offer many opportunities, but one could also end up paying hefty amount in the long run and may have to reach out to timeshare exit companies for solutions. Coming back to using online videos, capture the attention of your audience by utilizing an expert in programmatic video delivery who can target, optimize and reach your captive audience like Bidtellect.

  • 80% of millennials use online videos when researching a purchasing decision (Animoto via Digital Brew, 2020)
  • 84% of people say they’ve been convinced to buy a product or service by watching a brand’s video (Optinmonster via Invideo, 2022)

Not All Video Ads Are Created Equal

Bidtellect delivers access to in content video placements at unparalleled scale. We leverage our proprietary real-time optimization algorithms, multiple formats including Instream and Outstream-Native, and pricing options – offering brands a solution to reach your target audience within premium content they are consuming.

Download our Video Solutions Onesheet to learn more:

15 + 4 =

Reach Your Target Travel Consumer: A Holistic, Privacy-First Approach With Bidtellect

Bidtellect Benchmarks – Travel

  • .25% CTR – Responsive Rate
  • 79% VCR
  • 60 Secs Avg Time on Site

Contextual Targeting + Optimization + Audience Creation

Reach your audience in contextually-relevant environments. We combine our context-driven solutions with audience creation to reach the most interested and relevant consumers in your category. Prepare for the cookieless-future while reaching performance goals in your vertical.

Access to Travel Consumers:

  • Seaside Resorts
  • Adventure Travel
  • Budget Travel
  • Last Minute
  • Business Travel
  • Honeymoons
  • Holidays
  • Traveling with Kids
  • & MORE

3P Travel Audiences:

Utilize Bidtellect’s 3P data partners to reach users who show patterns similar to your campaign’s target audiences.

Example Segments:

  • In Market – By Destination, Hotel Searchers, By Airport
  • Traveler Types – Family, Business, Leisure, Budget, Roadtrippers
  • Booking Windows
  • Competitive Brand Conquesting

Reach Out Today & Let Us Help You!

Cookieless? We Got This.

How Bidtellect’s contextual tools set you up for success in the cookieless future.

Video Ads: Why Programmatic Video With Bidtellect

Onesheet alert! How Bidtellect can help you reach your programmatic video goals.

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Canadians are experiencing the full effect of digital advertising with trends like amount of spend on digital ads, mobile transactions, brand safety, and video ads.

Bidtellect’s Proprietary Engagement Score:  The Ultimate Measure of Success and Engagement

Bidtellect’s Proprietary Engagement Score: The Ultimate Measure of Success and Engagement

Know how consumers are engaging with your content and optimize in real-time.

With Bidtellect’s Proprietary Engagement Measurement & Optimization Technology, you can optimize towards site engagement and qualified site traffic in real-time. Act on engagement insights immediately then receive robust post-campaign reports afterward.

Bidtellect’s Engagement Score is a number ranging from 0 to 10. 0 indicates the least user engagement on a piece of content. 10 indicates the highest level of engagement. The algorithm tracks, measures and optimizes toward the following post-click engagement metrics:

How Does It Work?

Bidtellect’s Engagement Score is derived from three variables: Bounce Rate, Time on Site, and Visits per Click. Each measures the behavior of users once they land on the advertiser’s landing page using an advanced formula that is a linear combination of three logistic functions. Advertisers can optimize their campaigns toward Engagement Score as a whole or toward individual post-click metrics. 

Post-click measurement is conducted for every permutation of a creative (image, copy, etc.) as well as the location it was shown. Each variation is scored independently, helping us hone in on the ideal message and audience that provides the maximum post-click engagement. These learnings are then used in our bidder to promote ideal ad impression delivery. Advertisers can expect aggregate engagement scores to increase over time if engagement optimization is selected as a goal type.

Engagement Score vs. Individual Engagement KPIs

In addition to measuring and optimizing towards Engagement Score, Bidtellect can also measure and optimize to one or more individual engagement KPIs :

BOUNCE RATE AVERAGE TIME ON SITE VISITS PER CLICK PAGE VIEWS PER VISIT

When a user visits a page but does not remain for at least 5 seconds (before going to another site or closing the browser tab or window), a bounce is recorded. The bounce rate is a calculation of the number of bounces divided by the number of sessions.

The amount of time a user stays on a page. We begin tracking ToS once a user has remained on a page for at least five (5) seconds. The Bidtellect Engagement Score uses the Time on Site averaged across all sessions in its calculation.

A visit is the equivalent of a visit to the site or landing page. This goal type optimizes towards a high visit rate or a target visit rate.  Higher page visits per click indicates higher user attention.

The sum of the number of times a page containing Bidtellect’s engagement code is viewed.  Higher page views per visit indicates higher user attention and fewer accidental clicks.

How Does It Differ from Industry Competition?

No other technology in-market can optimize toward these post-click metrics in real-time. “Quality Score” on Google AdWords and Bing Ads are “exchange-centric” in they are calculated from the performance of the campaign on the exchange; contextual relevance is then established from keywords originating from the exchange. Bidtellect’s engagement score differs in that it is advertiser-centric and only captures the performance of your campaign once the user has been acquired from the exchange.

Engagement Score Implementation Best Practices:

  1. Include the Engagement Code on all of your sites and pages. This is the optimal way to ensure that the Engagement Score code begins working as soon as a user visits the page. This can be easily done by utilizing Bidtellect’s Universal Pixel.
  2. Ensure the code is implemented as close to the beginning of page load as possible.
  3. We suggest including the code in the header, but the footer works as well; however, depending on how a site is architected, placing the code in the header may not be possible. In this case, clients have successfully implemented our Engagement Score code in the body of pages and via tag managers, like Google Tag Manager.
  4. The Engagement Score code is less likely to work when triggered by other events on the page and will not work when associated with user-triggered events on the page.

 

Case Study: Major Clothing Retailer Sees Impressive 1370% ROI. Bidtellect’s contextual targeting coupled with unique post-click metrics drove massive engagement and revenue growth

 

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Cookieless? We Got This.

How Bidtellect’s contextual tools set you up for success in the cookieless future.

Video Ads: Why Programmatic Video With Bidtellect

Onesheet alert! How Bidtellect can help you reach your programmatic video goals.

Canada Advertising Trends

Canadians are experiencing the full effect of digital advertising with trends like amount of spend on digital ads, mobile transactions, brand safety, and video ads.