contextual & targeting - finding the perfect match
Contextual targeting, consumer segmentation and re-messaging
Setting ads in the right context and delivering a tailor-made message to specific audiences improves relevance of ads and drives higher clickthroughs and conversions.
Contextual ad targeting
It's simple really - delivering the most relevant message in your ad based on the context of user behaviour improves campaign results.
Segmentation & re-messaging
Consumer segmentation & re-messaging allows sophisticated decision making based on users behavioural history.
Dynamic landing pages
Delivering a landing page relevant to ad view/interaction allows a continual brand message to be targeted to specific visitors.
 

Contextual ad targeting

It's simple really - delivering the most relevant message in your ad based on the context of user behaviour improves campaign results. Flashtalking's contextual ad serving and targeting works across all standard, rich media, video, and dynamic content ads.

URL keyword targeting
One airline client saw 50% uplift in click through by targeting the ad content dependent on the webpage URL, so if New York appeared in webpage URL the user was served a New York version of the ad with fares relevant to that destination.
Search term targeting
Working with publisher's search functionality Flashtalking can deliver alternate ad content based on the search made. For example, if a visitor to a car site searches for a particular model and enters their zip/post code, the ad served can feature the chosen car model and details of the local dealer.
Page content contextual targeting
Ads can be set reflect to the content of a webpage the ad appears on, this can be as simple as serving an ad featuring a handbag if the word "handbag" (or variations) appears on the site page, through to picking up pricing and images from the page and transferring these into the ad.
Third party behavioural targeting
Automatic insertion of third party keywords allows us to work alongside Network/DSP behavioural targeting and solutions such as Omniture Test & Target.
 

Segmentation & re-messaging

Consumer segmentation & re-messaging allows sophisticated decision making based on users behavioural history - this can include ad exposure, interaction with ads, client site visits and transactions , clicking on an email, or even visiting third party partner sites. Re-messaging & segmentation works across all Flashtalking standard, rich media, video and dynamic content ads.

Site visit and history targeting

Segmenting audience advertising based on an understanding of previous site visits improves the relevancy of the advertising. So if someone visits the Women's Clothing section of a retailer site, then the retailer can choose to target a Women's Clothes offer within the next displayed to that user when they are away from the retail site.

Transactional targeting

Understanding transactional history can improve ad messaging and performance. For example, if a traveller has recently bought a Business Class ticket but is not a member of the airlines Frequent Flyer programme, then the next ad seen could encourage the user to join the Frequent Flyer programme rather than feature fares which may no longer be as relevant.

Ad exposure and interaction targeting

Sequencing messages based on previous ad exposure or interaction has never been easier - Flashtalking can sequence across ad formats and publishers. So if a Music ad invites the user to select the type of music they are interested in, then the next sequence of ads can lead with the chosen genre of music.

Step 1
User visits womenswear section of retailer website
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Step 2
User is targeted with a womanswear offer as
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Dynamic landing-page content

The combination of Flashtalking's write/read tracking tags in ads and on websites allows advertisers to change the content of their landing page, or any other site page, and reflect the messaging the user has seen or interacted with prior to site visit. This enables even greater targeting of personalised messages to different audience segments.

Step 1

Advertiser runs targeted ads based on user transactional history. In this example, a film distributor targets different ads depending on which cinema / theatre a user has previously booked tickets for films at. E.g. an Odeon customer sees an Odeon branded ad, a UCI customer sees a UCI branded ad.

Step 2

If the user clicks through to the film distributor website the landing page can then be branded to the different cinema / theatre chains that we know individual users purchase from.