STRATEGY
TO PROVIDE OUR CLIENTS WITH THE MOST EFFECTIVE AD UNITS AND TARGETING
OUR MISSION
Successful digital media campaigns require thoughtful strategy and precise execution. Division-D offers a full-service approach before, during, and post-campaign to ensure success and client satisfaction. Check out the below elements that drive our strategic media offering.
BRAND SAFETY
Division-D takes a proactive stance on industry issues with suspicious or fraudulent traffic through partnerships with leading third-party verification partners, including MOAT, IAS, DoubleVerify, and Pixalate. These partnerships, in addition to our strict vetting process for on-boarding new publishers, allow us to offer premium, brand-safe inventory to our clients.
TARGETING
Division-D provides a wide variety of targeting capabilities allowing us to reach and scale towards niche audiences effectively. Our access to 180+ second-party data, third-party data, and verified offline data partners across 130,000+ prebuilt segments and limitless custom segments spans all verticals and categories. This unique, custom-layered approach offers clients a fresh perspective and new scale for reaching their target audiences.
CONTEXTUAL
Keyword
Section
Vertical
In-Language
DEMOGRAPHIC
Age
Education
Ethnicity
Gender
Language
Life Stage
Net Worth
Marital Status
Household Income
Children in the Household
GEOGRAPHIC
Country
State
County
DMA
City
Zip Code
Address
Device ID Lookback
B2B
Professional Groups
Certification/Honors
Years in Business
Account Based
Company Size
Sales Volume
Net Worth
CRM Data
Company
Job Title
Industry
Seniority
MOBILE SPECIFIC
In-App
Mobile Web
App Detection
Carrier
Device
LAT/LONG
Geo-Fencing
Address
BEHAVIORAL
Automatic
Content Recognition
Purchase Based
Donor Based
Social Sharing
App Detection
Lookalike
Predictive
Interest
Retailer
In-Market
Search
RETARGETING
Cross-Device
Opt-In/Opt-Out
Dynamic
Cross-Channel
Impression Retargeting
ADDITIONAL OPTIONS
IP Address
Day Parting
Cross-Platform
Operating System
Blocklist/Allowlist
Weather-Triggered
Predictive targeting
Advanced version of lookalike audience targeting that measures the attributes of converting users, then uses those attributes to find additional users who are likely to convert.
device id lookback
Allows brands to serve ads to users who have been to a specific physical location(s) within the past year and target them with ads anywhere they are now. This is available for custom locations or prepopulated points of interest, like popular restaurant chains.
Keyword search targeting
Target users based on their search history. Client can provide keyword list, or we can compile the keyword list for client approval.
dynamic retargeting
Serve various creatives dynamically based on site visit history to ensure ad content is most relevant to users receiving your ads. This tactic is great for online retail clients, as we’re able to serve ads that display the product the user has been viewing online.
CRM data integration
Integrate a client’s CRM data in the form of IP Addresses, email addresses, or physical addresses to serve ads to specified target users. Division-D is able to provide match rate data in advance and run household extensions to increase reach.
weather-triggered targeting
Serve ads dynamically based on current weather conditions, such as precipitation, temperature, humidity, wind, pollen, etc.
amazon DSP
Engage with Amazon audiences via Amazon DSP campaigns. Examples include groups of browsers and shoppers of specific product categories on Amazon. Custom audiences based product ASINs.
Mail domain
Deliver ads to users who have received emails from select domains of interest, whether they compete with or complement the client’s offering. We can also target by mail category, rather than specific domains.
Social engagement
Target users based on their activity on the industry’s top social platforms including Facebook, Instagram, Twitter, Reddit, and YouTube.
account based marketing
Utilize IP Address and cookie targeting technologies to target specific accounts of interest for B2B campaigns. Capabilities include targeting specific companies, job titles, email addresses and/or people.
purchase/Transaction Based Targeting
Transactional data based on real purchases across multiple categories. Custom segments available for spend levels and frequency of purchases for specific categories and brands.
app detection
Targetable segments based on the mobile apps users have downloaded to their phone or tablet. We can target either a custom list of specific apps or an overall category.
automatic content recognition
Target based on the networks, shows, and live events (awards shows, sporting events, etc.) that a viewer consumes via cable or CTV. Competitive conquesting tactics are available based on the ads to which a viewer is exposed. Segments can be customized based on a specific list of shows or brands for competitive conquesting.
Strategy Funnel
Division-D offers inventory, placement, and targeting options for campaigns with a variety of KPIs spanning from brand awareness to direct response. When strategizing a media plan, we take a holistic approach to our recommendations based on the KPIs we are tasked with hitting. The below reflects our upper-to-lower funnel strategy that is used to build a media plan. Upper-funnel placements and targeting tactics are recommended for brand awareness campaigns. Common KPIs include viewability, click-through rate, completion rate, viewer engagement, etc. Lower-funnel tactics are the go-to for strict direct response campaigns with a conversion being the main KPI (purchase, lead, download, etc.). Mid-funnel tactics can be used for both brand awareness and direct response campaigns.
CAMPAIGN MANAGEMENT
WHERE CUSTOMER SERVICE IS PARAMOUNT
Customer service is a critical component of any vendor relationship, and at Division-D, its importance is paramount. We strive for prompt, friendly, and smart service. Three teams are assigned to each account to uphold these standards.
Account Service
- Serves as primary point of contact from campaign conception through execution
- Intakes requests for proposals and provides strategic plans for media and targeting
- Provides customizable reporting and campaign insights at desired intervals
- Ongoing support and service throughout partnership
Campaign Management
- Monitors campaign delivery for even pacing and full delivery assurance
- Optimizes towards KPIs (VTR, CTR, CPA, etc.) through manual and algorithmic optimizations
- Oversees buying strategy to maintain quality, relevancy, and cost-efficiency
- Oversees reporting dashboard and insights
- Monitors viewability and brand safety via third-party verification
Media Buying/Planning
- Participates in media planning by forecasting available inventory and recommending historically top-performing strategies
- Evaluates site-direct placement opportunities to contract additional scale where needed
- Leads publisher negotiation to secure premium positioning at aggressive rates
- Audience segment curation
LOCAL MEDIA BUYING
EFFECTIVE, AFFORDABLE, & FULLY INTEGRATED
Division-D has relationships with publishers in every local market across the U.S. allowing us to provide clients with the most competitive rates possible. Our long-standing partnerships with local newspaper, TV and radio sites allow us to give you premium placement in any desired market. Our partnerships across tier one, national sites gives you an extraordinary reach of 182 million unique visitors per month. Our direct publisher base spans a number of different verticals including local and national news, business, and lifestyle.
services
Streamlined, cost-effective process for planning, negotiating, purchasing, and billing across multiple local markets and audiences.
BUYING options
Local, national,
and international markets.
PLACEMENTS
Above the fold, remnant,
and guaranteed placements.
Division-D's strong media buying team is facilitating direct partnerships with local newspaper and broadcast news sites across the US. The media buying team secures premium inventory and aggressively negotiating for the most competitive pricing.
Reach out to your dedicated Division-D sales representative for an up-to-date breakdown of our local inventory in every market across the US.
CASE STUDIES
DETAILED CONSIDERATION FOR OPTIMAL OUTCOMES
consumer packaged goods
Overview:
Division-D has managed successful brand awareness campaigns for numerous CPG clients. Our premium high impact units, in combination with our advanced targeting capabilities, allow us to grab the attention of users, increase brand awareness, and drive product sales for our clients
example:
A Mexican Condiment Company
OBJECTIVE:
This campaign was meant to increase overall brand awareness in an effort to drive in-store sales for specific products. The client included a strong call to action by incorporating a coupon offer within their ads.
TARGET:
African American and Hispanic women within select DMAs identified as promising markets for the brand
STRATEGY:
Targeting: This campaign brought together geographic, demographic, and contextual targeting to reach the brand’s desired audience. Within Division-D’s network, the campaign was run across News, Lifestyle, and Women’s Interest verticals. Contextual focus was placed on food and cooking related content and keywords. Within these segments, the campaign was demographically targeted to African American and Hispanic women.
Placements: The campaign was mobile-focused, and included both static and video mobile adhesion banners. These ad formats offer unique functionality and maintain and strong track record of increased user engagement.
Optimizations: Division-D’s account management team monitored this campaign closely for full and even delivery, as well as strong performance, throughout the flight. The most successful optimization tactics were done by DMA and creative.
OUTCOME:
The campaign consistently delivered strong CTRs and increase site visits for the brand. The client also reported an increase in in-store product sales within the markets targeted throughout their digital campaign.
private university - applicant push
Overview:
Division-D has long-standing relationships with colleges and universities due to our ability to drive both direct response and branding success.
example:
Business School of a Private University
OBJECTIVE:
Increase site traffic and drive qualified applicants for the college’s MBA program. The client monitored for initial engagement by way of CTR, as well as lead generation related to application submission.
TARGET:
Adults age 24+, with an interest in career advancement and post-graduate options in select DMAs.
STRATEGY:
Targeting: Division-D utilizes both 1st and 3rd party data to ensure each ad is effectively placed in front of a relevant audience. 1st party, cookie-based data, from our publisher partners and past higher education campaigns was implemented, along with 3rd party data behavioral segments from providers like Blue Kai and eXelate. The ads were delivered to relevant users on national and local news sites within select DMAs.
Placements: This campaign incorporated a mix of standard and high impact formats, including: cross-platform display, interstitials, and rising star billboards.
Optimizations: Division-D’s full-service approach includes a dedicated account optimization team, whose purpose is to monitor pacing, identify performance trends, and optimize campaigns towards each client’s KPIs. Our team identified that desktop devices drove more clicks and actions during the workday, while mobile placements performed stronger after work hours.
OUTCOME:
The campaign consistently delivered strong CTRs and increase site visits for the brand. The client also reported an increase in in-store product sales within the markets targeted throughout their digital campaign.
FINANCE - LENDING INSTITUTION
Overview:
Among our network’s financial clientele, an interest in refined location targeting and physical conversion data has driven the usage of both Device-ID Lookback Targeting and Foot Traffic Studies.
example:
A regional bank
OBJECTIVE:
The campaign was intended to drive prospective customers to the brand site and branch locations where they could explore the benefits of the bank’s mortgage product. Core KPIs included both CTR and increased foot traffic in both locations.
TARGET:
Adults age 25-54, seeking financial assistance for mortgage loans throughout the state. The bank was also interested in pursuing existing customers of competing financial institutions in an effort to sway them to explore other banking and loan options.
STRATEGY:
Targeting: Division-D crafted a multifaceted targeting strategy customized to the client’s needs. This brought geographic, demographic, behavioral, and contextual data together, with leading Device ID Lookback Targeting. For the former, we implemented zip code targeting, along with segments to identify new home buyers and in-market home buyers. The client selected to target devices that had visited competitors’ branch locations and drive them to visit their location.
Placements: The campaign was executed across our fully scalable cross-platform display network.
Optimizations: Division-D assessed both click and foot traffic data in optimizing this campaign to top sites, ad dimensions, and times of day.
OUTCOME:
The client was impressed with our ability to generate quantifiable results for both online and in-person engagement.
Branding Awareness - health care
Overview:
Division-D has managed successful campaigns for a number of clients in the medical and healthcare industry. Our expertise includes both increasing brand lift and driving relevant users to a company website.
example:
Academic Medical and Research Center
objective:
Build local awareness about the medical center’s specialty offerings, with the ultimate goal of having local residents request additional information and book appointments through their website.
target:
Adults living within the local DMA.
STRATEGY:
Targeting: This campaign primarily focused on the granular geographic targeting to reach the client’s desired audience. As a network that specializes in placing local media buys, Division-D served as the perfect means for the client to streamline their digital buys within a narrow geographic scope. Outside of local media, the campaign also targeted Health & Wellness sites to maintain strong contextual alignment.
Placement: Preroll video on a Cost Per Completed View (CPCV) basis.
Optimizations: Our account management team optimized to ensure maximum video completion rates, while achieving a full and even delivery.
OUTCOME:
The client was impressed by our network’s commitment to both performance and flexibility in working on a CPCV model. This allowed for the client to maintain consistent user engagement while delivering targeted messaging to prospective patients.
event AWARENESS: international Non-profit
Overview:
Division-D has become uniquely qualified to develop successful digital campaigns for clients in the non-profit sector. Our wealth of past experience grants key insights to reaching the most promising users and eliciting engagement across both direct response and branding focused initiatives.
example:
International Humanitarian Organization
objective:
Drive attendance to six seminar events where people could learn about the organizations mission.
target:
Educated, Affluent adults living in each of the six hosting cities.
STRATEGY:
Targeting: Informed by the client’s parameters, Division-D sought to saturate the digital landscape of each city for the two weeks leading up to each location’s seminar. Within each of these campaigns, ads were run across news, radio, and TV sites and targeted to users with college educations falling into the demo categories of adults age 36-55, with HHI $75K+, and adults age 55-75, with HHI $100K+. We also layered on behavioral segments to target empty nesters, and those interested in current affairs and philanthropic involvement.
Placement: The campaign included cross-platform display banners with unique creatives for each city.
OUTCOME:
The campaign proved successful in driving attendance at each of the six seminar events. With Division-D’s account management team optimizing to site, ad dimension, and day part trending, the campaign continually achieved CTRs above industry standard.
presidential candidate
Overview:
Division-D’s local news presence has been an effective tool for clients seeking strong local market penetration. Our longstanding publisher relationships contributed to the success of a recent political campaign promoting a candidate in the Presidential Election.
example:
Presidential Candidate
objective:
Increase overall awareness of the candidacy, and drive quality traffic to the campaign website.
target:
Adults affiliated with a specific political party.
STRATEGY:
Targeting: The intense political divide occurring during the Presidential Election made reaching a highly targeted and relevant audience important in fulfilling campaign goals. Division-D layered on multiple targeting tactics that included state-level targeting, interest-based targeting, demographic targeting, and voter affiliation targeting.
Placement: With overall awareness being the primary objective of the campaign, the client ran cross-platform display units combined with more engaging units like interstitials and preroll video.
Optimizations: Dependent upon ad placement, Division-D optimized to increase CTR, VTR, Completion Rates, and Viewability. Our in-house account management team continually added in fresh inventory, while blacklisting sites that fell below performance benchmarks. Creative split-testing was also performed during the campaign’s duration to ensure ad spend was directed to top performing assets.
OUTCOME:
Both the CTR and completion rate averages were well above industry standard, and the client was pleased with the final outcome.
engagement - shopping center
Overview:
Among our range of targeting capabilities, our location-based geographic segments feature prominently in competitor conquesting campaigns. These capabilities allow brands to deliver highly targeting messaging within a tight radius geo-fenced to as small as a half-mile scope.
example:
Shopping Center
objective:
Grow engagement with site content and drive foot traffic to the shopping center during the height of holiday shopping.
target:
Prospective shoppers within three geographic areas encompassing their competitors’ locations, their own location, and neighborhoods within close proximity.
STRATEGY:
Targeting: Though geo-fencing was most vital to the success of the campaign, Division-D also layered on demographic, behavioral, and contextual segments to further refine the pool of users interacting with the ads. This included a demographic emphasis on women ages 25+, with HHI of $50K-$100K, and a behavioral emphasis on those interested in upscale shopping, local experiences, and millennial culture. This campaign also implemented retargeting to reinforce messaging with users who had engaged with the ads
Placement: Though geo-fencing was most vital to the success of the campaign, Division-D also layered on demographic, behavioral, and contextual segments to further refine the pool of users interacting with the ads. This included a demographic emphasis on women ages 25+, with HHI of $50K-$100K, and a behavioral emphasis on those interested in upscale shopping, local experiences, and millennial culture. This campaign also implemented retargeting to reinforce messaging with users who had engaged with the ads.
OUTCOME:
The geo-fenced portion of the campaign generated notable engagement in regard to CTR. The client has since renewed for additional campaigns to be run with Division-D.
engagement - shopping center
Overview:
Division-D utilizes a wealth of behavioral data to ensure campaigns are targeted to the most relevant and engaged segments of our network. We combine 1st and 3rd party data, along with offline data, such as: economic census data, business registrations, occupational/professional licenses, SEC/UCC filings, directories, and NAICS codes that are mapped to users’ IP addresses in real time. This multilayered targeting approach allows us to effectively reach even the most niche B2B audiences.
example:
Industry-leading Tech Conference
objective:
Drive online and in-person attendee registration for an IT and tech development conference, with the goal of selling all available tickets. The client mandated viewability and CTR goals.
target:
Four main IT industry segments: Data Scientists, Women in Tech, IT IS & Developers, and Executive Level Employees in the Tech Industry
STRATEGY:
Targeting: Campaign budget was segmented between each of these targets, with custom profiles developed to cater to each unique audience. This included offline data to target verified job titles for each segment based on sources including business directories and processional licenses. The ads were delivered across a custom list of premium technology, business, and news sites.
Optimizations: Our auto-optimization algorithm optimized inventory toward top-performing sites and ad sizes in real time. Our account management team further identified conversion trends across desktop, mobile, and tablet platforms and shifted delivery accordingly.
OUTCOME:
The conference was sold out to capacity, and the campaign surpassed the client’s goals in relation to both viewability and CTR.
MULTINATIONAL CAR COMPANY
Overview:
We have run a number of highly successful brand awareness campaigns for high profile clients. By buying for and managing national branding initiatives, we have acquired valuable aptitudes and data running similarly focused campaigns. This experience allows us to analyze your goals and compare them against past campaigns and come up with a strategy that best suits your needs.
Example:
Multinational Auto Company
objective:
Promote July 4th Sales Event
target:
Brand Awareness: to promote the Northern California Auto dealerships
Strategy:
Target viewers through high impact takeovers that included a variety of standard display, rich media units and pre-roll video across a number of sites. We purchased homepage takeovers as well as 100% SOV site takeovers prior to the 4th of July holiday sales event. Inventory included newspaper, radio and broadcast TV sites in San Francisco, Sacramento, Chico-Redding, Monterey and Fresno-Versailles.
Outcome:
This campaign proved very successful in generating awareness and driving traffic to the dealerships. The auto company was pleased with the outcome and has since placed a number of similar sales event promotions with Division-D.
LOCALLY TARGETED: MAJOR US AIRLINE
Overview:
We have run a number of highly successful brand awareness campaigns for Fortune 500 companies including a number of clients in the airline industry. These campaigns range in type from direct response to branding focused.
Example:
High Profile Airline
objective:
Promoting Introductory Fares to 5 new airports
Target:
Primary: Awareness – to announce the arrival of all new service to the added markets and encourage bookings for the updated routes.
Strategy:
Target business travelers on local newspaper, broadcast and radio sites. Our longstanding relationships with local news publishers facilitate competitive pricing and premium placements on these news outlets to reach an engaged audience. News sites deliver an older, affluent audience which is a great audience to target for travel initiatives. We also used a combination of ad units for this campaign. With the sliding billboard units we were able to make a high impact. We used pencil ads and standard IAB ads to further engage the audience.
Outcome:
The airline saw an increase in site traffic and bookings (secondary goal to brand awareness) based on the traffic generated from the Division-D campaign. They continue to work regularly with Division-D to announce new routes and promote introductory fares.
cpg
education
finance
health
Non-profit
political
retail
tech/b2b
AUTO
AIRLINE
© 2019 Copyright Division-D. All rights reserved. | Privacy