Targeted advertising
In targeted advertising, commercial messages are displayed to a specific (targeted) group of customers. This group can be defined using various characteristics such as gender, age, lifestyle and many others.
Why use targeted advertising?
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Relevant audience
Your ads will be shown to an ideal target audience that has relevant interest in your services or goods. In this way you can reach the broadest possible audience at the right time.
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Higher performance
With behavioural targeting, our clients’ campaigns achieve better measurable results. This makes your promotion much more effective.
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No seasonal effects
Your ads are displayed only to users whose behaviour indicates interest in specific goods or services. Regardless of season.
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Publishing priority
When publishing directly purchased ads, we always prefer behaviourally targeted campaigns to non-targeted ones.
Targeted advertising is an integral part of the marketing mix of digital advertising. Its characteristics make it ideal in combination with the strategy of purchasing advertising space and develop the highly successful STDC concept further.
Where can we target and how?
Direct sales
In direct sales, we can quantify and guarantee the number of impressions for your chosen target in combination with a selected location, format, or regional targeting.
Regional targeting
You choose the location where you want to reach potential customers with your ad, and we will show your ad to users in that region or district.
Device targeting
We track specific types of device (desktops, tablets, mobile phones, etc.) using the identification that each device sends when entering the website. From these identifiers we can find out, for example, the device’s operating system.
Age targeting
The evaluation of the age category is based on the behaviour of the visitor. Machine learning and subsequent extension of the model to other users are based on the data from our panellists.
Gender targeting
To determine gender, we use the data from our panellists, which we apply to other users by means of machine learning algorithms. The rules include, for example, the ratio between "male" and "female" pages visited.
Interest targeting
As input information, we use available signals and interactions from our users. Our data analytics works with data from both search queries and consumed content on our industry/interest-specific or news websites.
Sklik
Sklik is a comprehensive advertising system that facilitates the real-time buying of advertising space on the largest advertising marketplace in the Czech Republic. Targeting in the Sklik network comes with a wide choice of audience options, which we update daily.
Keyword search
A text ad appears in search results based on predefined keywords.
Keywords – context targeting in the content network
Sklik automatically selects the most appropriate website (placement) to display your ad based on a match with the set of keywords you enter and the content (context) of the website.
Thematic targeting
Sklik ranks content network sites in thematic units where you can target your ads. It works the same as contextual targeting, differing only in what regulates the publishing of the ad:
Contextual targeting – you define your own set of keywords.
Thematic targeting – you select predefined topic areas in Sklik.
Regional targeting
You choose the location where you want to reach potential customers with your ad and we will show your ad to users in that region or district.
Device targeting
We track specific devices (desktop, tablet, specific types of mobile phones, etc.) through the identification that each device sends when entering the website.
Gender targeting
To determine gender, we use the data from our panellists, which we apply to others using machine learning algorithms. The rules include, for example, the ratio between ‘male’ and ‘female’ oriented pages visited.
Interest targeting
This is similar to behavioural targeting of areas of interest in display advertising. As input information, we use the impulses and interactions available from our users. Our data analytics works with data from both search queries and consumed content on our industry/interest-specific or news websites.
Purchase intent targeting
To identify purchase intent, we mainly use our segment services, which by their very nature represent many industries (Sauto, Sdovolená, etc.). For example, when a user searches for a washing machine on Zboží.cz, it is a signal to us that they have a need for one, and we assign it to the category of washing machines.
Retargeting
By deploying the Sklik retargeting code onto your website, you can re-target the previous visitor to your site and reach them on Seznam.cz and the partner networks.
RTB
We will create a custom audience for you which we will reach in real time. Like Sklik, RTB is an automated method of buying banner or video advertising. Thanks to its wide range of targeting options, RTB is a powerful tool for planning and delivery of online campaigns. Read more about RTB on Seznam.cz.
Socio-demographic parameters – gender and age
We share our modelled socio-demographic data in RTB, which we obtain from our own research panels. We then use the data as input information for machine learning models, thanks to which we can profile up to 80% of all our visitors with a high-level of accuracy.
Interest targeting
An integral part of targeting in RTB is a broad inventory of behavioural data, which allows us to target according to the behaviour of our users. We use the actions and interactions of our users as input information. Both search queries and the content viewed on our industry/interest or news websites are factored into our data sets. Full overview of interests and their descriptions.
Purchase intent targeting
As we have a wide range of services (thematic websites, search, the zbozi.cz price comparator and applications) we also work with a wide range of input data which brings us insight into the specific purchase intents of your potential clients. In this way, we can reach them and target their specific purchase interests for goods and services.
Custom segments
We populate the RTB ecosystem through the Data Management Platform (DMP) with our high-quality data. As a result, we can model and create specific audiences of users. Your ad is then displayed to your selected audience, of which there are more than 700. We update our DMP with fresh data daily.
Where is the data available?
Our data is primarily available in the Adform shopping platform. If you use other technologies, we can offer you targeted private deals or export data to your preferred DSP. For more information or to test the audience, contact us at rtb@firma.seznam.cz