When I helped found our company in 2007, it was a response to a need in the online marketplace to improve the way advertising was bought and sold. The ad exchange model connects advertisers and publishers directly with one another, providing either side with transparency, control and choice in a way that ad networks could not previously do.
Little did we know just how much of a need actually existed.
As the interest in ad exchanges continues to expand, we are constantly on the lookout for ways to foster ongoing success, tightening the scope of our campaigns and helping advertisers to segment online audiences. To do this, it is imperative that we have the best technology solutions available to us. We require innovative solutions that offer customers the most effective ways to deliver relevant ads -- targeted with pinpoint accuracy -- producing better return on investment and increased revenues. In terms of geo-targeting, we require city level granularity and accuracy in order for us to market effectively online in Europe.
IP intelligence makes its way to the United Kingdom
Finding the right technology is a challenge as unfortunately, off-the-shelf geo-targeting solutions simply do not provide the depth and breadth of granularity or accuracy required to keep customers happy. We have evaluated all the major players in the geo-targeting space. In particular, IP intelligence, the vast quantities of data that can be obtained based on an internet user's IP address, should not be overlooked. Finally making its way over from the United States, this technology has demonstrable results that improve the effectiveness of online advertising campaigns.
Information derived from IP intelligence is available about every web user. And any ad exchange or network can use this technology within their online advertising efforts to improve their success. IP intelligence determines information about an online user such as geographic location (country, region, city and postal code); connection speed; area code; Internet Service Provider (ISP); domain name; demographics; company name; proxies; language; time zone; and longitude/latitude.
The geo-targeting data supplied through IP intelligence is highly accurate and deeply granular. In the U.K., geo-targeting technology is the standard by which online advertising is delivered. However, the quality and depth of data has been a different issue. Solutions that could handle more local, city-level targeting or work with streaming media were nonexistent
Having accurate data is key
In order to create relevant offers and communications, you must put some context around more local advertising, using what you know about online consumers, customising the messages (based on this intelligence), and delivering it to them when and how they want it.
Half the battle with effective local advertising campaigns involves winning the data war. Acquiring and maintaining good data is imperative. It is important for advertisers to have the ability to effectively use unique attributes that segment prospects and customers locally.
When evaluating IP intelligence and geo-targeting solutions, you should remember one thing: accuracy is key. There are solutions that have been independently verified to be more than 99.99 per cent accurate at a country level and 95 per cent accurate at city level worldwide.
Improve customer response rates by more than 50 per cent
IP intelligence can really change how advertisements are targeted. This technology allows publishers to take control of their online inventory to increase earnings and lets advertisers run better campaigns because they more accurately know where conversions and traffic are coming from. IP intelligence allows ad exchanges and networks to analyse data in real time and ensure that the most relevant ads are served based on the location of the person viewing the page --down to a city level. The technology also provides advanced ad targeting, such as rich streaming video ads, based on a user's connection speed and internet service provider (ISP).
By delivering relevant ads to specific audiences, exchanges and networks can reduce wasted impressions and increase click-through rates as well as message reach for their advertisers. Not to mention, they should expect a healthy take on rebookings. Businesses will instinctively spend more with companies that get results. Early results show the level of response could increase by more than 50 per cent by utilising IP intelligence.
The following examples demonstrate how some European advertisers are taking advantage of these new advanced geo-targeting capabilities:
- Airline ran fare specials in Glasgow and London
- Hotel advertised vacancies in different locales
- Business targeted users being served by certain broadband companies in order to deliver ads using streaming media
- Newspaper delivered local ads across a number of different sites
- Government promoted 'quit smoking' and 'healthy heart' public-service campaigns in areas with high rates of smokers and heart disease.
Postal code level targeting, offered through hyperlocal datasets, represents the newest stage in geo-targeting. It allows online advertisers to target content with even more precision and granularity -- it is the next step in the evolution of IP intelligence.
IP targeting has revolutionised how ad exchanges and networks target advertisements. They can now deliver ads to specific audiences, which reduces wasted impressions and increases click-through rates as well as message reach for advertisers.
I can't say this enough: businesses will spend more with ad exchanges and networks that are getting results.
Satish Jayakumar is co-founder and director of AdJug.