Targeted Display Advertising

Targeted Display Is Changing Advertising Strategies

In today’s world there are so many different ways to advertise. Odds are if you are a small business you are well aware, due to the many solicitations from every web marketing company under the sun. We wrote an article about the history of advertising in which we covered some of the core tenants of advertising. These things have not changed and continue to remain essential to any successful advertising strategy. Targeted Display adds a new level of targeting to the right consumers at the right time with the right message. RiverTown Multimedia offers many solutions if you have needs for digital marketing.

One thing that does change (and quite frequently) is the mediums that you choose to target your potential customers. Years ago businesses bought “banner ads” on websites in hopes of getting clicks, but the methodology was the same methodology as billboard advertising. You knew roughly how many people would come through and you would just hope that they saw your advertisement. In today’s world of big data we have so much data available about consumers that we can target ads to them in exciting new ways.

Let’s explore a few targeted display techniques

Demographic / Behavioral Targeting.

Audience Segments

With demographic and behavioral targeted display your ad will be delivered to defined audience segments based on your marketing goals. Targeting ads to people based on who they are and not what sites they visit eliminate waste, creating better results. With the data available to you in your websites analytics and social insights you can gather a clear view of who your online audience is. This data will help you figure out who is most likely to engage with your messages online. So a Demographic targeted display campaign might look like this:

A targeted display campaign for a local garden center might target women 35-54 with interest in gardening.


Site Retargeting

Site Retargeting

Site retargeting is the practice of displaying online ads to consumers who have visited your website. These ads are displayed across the whole internet on websites / apps that sell ads on their website. This is an effective medium for many reasons, but the most significant is that the people seeing your ads have already expressed an interest in your business. Here is an example.

Have you ever been shopping on amazon to leave the website without making a purchase only to find that you start seeing amazon ads around the rest of the internet? Amazon knows you had an interest in that product and uses “site retargeting” to remind you to come back and complete your purchase.


Search Retargeting

Search Retargeting

Search retargeting is the practice of showing ads to consumer based on what types of searches they are performing. We leave digital fingerprints everywhere we go and with everything we do online. Many companies sell this consumer data to help monetize their websites. The anonymous searches performed on their website get sold to a data broker which inturns sells access to it for an advertiser to target ads to consumers. This would look something like this.

A online consumer is out researching a major purchase like a buying their first home. They are searching on sites like trulia for new homes in a certain area, they are searching on sites like for first time homebuyer tips, etc. That consumer has left digital fingerprints indicating that they are likely in the market for a home purchase. Now when they start going to places across the rest of the internet, they may be served ads from local realtors through a targeted display campaign.


Contextual Retargeting

Contextual Retargeting

This form of targeted display is deployed based on keywords that are within article that consumers are reading. Back to our previous paragraph, we leave digital fingerprints across the internet even with the types of information we are consuming. These can be used as signals of consumer intent as well. An example of something like this would be.

Keeping with the new home purchase theme, an online consumer is reading blog posts and articles about first time home purchases. Perhaps they read about first time homebuyer loans or perhaps they are reading articles about how to make a good offer on a home. They now have left digital fingerprints indicating they are likely in the market for a home purchase and could start seeing ads from a local realtor.


Last thoughts on targeted display

There are many more ways that targeted display can target consumers across the internet. Each business in today’s world needs to find a way to target their potential customers online. Targeted display allows you to target active and passive consumers that are likely to convert to customers. By using targeted display in businesses advertising strategies, even a small business can leverage the power of big data.


Video Retargeting

How Video Retargeting Fits in to Your Campaign

Video Retargeting is an additional tactic that can be applied to a Retargeting campaign. Retargeting is a common and powerful advertising channel in today’s digital marketing landscape. It is the technique of targeting display ads to consumers based on their online behavior. Retargeting ads can be triggered by a consumers visit to your website, by searching for information relevant to your products or services, or even by reading blog posts and articles about topics in your industry. Which ever tactic is used to trigger the ads the objective remains the same. Targeting your display advertising message to consumers that are actively in the market for your goods or services.

How does this happen you ask?

Well, in the world we live in we leave digital fingerprints all across the internet about our daily lives. We provide a wealth of data to various places around the internet about our purchase intentions, interests and hobbies, and future activities. All of this data is used by large websites to learn about consumers and to build anonymous data profiles that can be used to serve behavioral advertising to target audiences. Once you leave digital fingerprints on the web that shows you are interested in a certain product or service, you will then start seeing display advertisements on websites all across the internet.

We are going to talk about the three main types of Retargeted Display Advertising.

Here is an example of Search Retargeting: Let’s say you go to a popular travel booking site, you enter in the following information: Leaving MN, need a hotel for 2 adults, 3 children, 1 pet, no smoking.

The digital fingerprints you just left were that you live in Minnesota, you are most likely a parent, you are a pet owner, and a non-smoker. Large websites take this information and sell it to third party data brokers to help them monetize their website. If you can picture this happening across all the different websites that have search engines across the internet, there is a lot of data. This is called search Retargeting. Retargeting display ads to be based on the types of searches consumers do.

Here is an example of Site Retargeting: This is the most common version of Retargeting that you will see companies offer. When a consumer visits your website, a little piece of code is triggered and the consumer will now begin seeing display ads with your marketing message.

Here is an example of Keyword / Contextual Retargeting: This type of Retargeting is triggered by keywords in articles / blog posts that people are reading. So if I’m reading content like “10 Things For First Time Homebuyers To Know”, or “What to look for in a mortgage”, its pretty safe to assume that I might be in the market to purchase a home. By reading these types of articles online, a real estate agent could start displaying their display ads to this type of consumer.

So what about Video Retargeting?

This is where Retargeting steps up the opportunity for richer engagement to consumers active in the market for your products or services. Video is one of the most exciting frontiers for consumer engagement. Figures from eMarketer show that adult viewers are consuming massive amounts of video (to the tune of over 5 hours average per day). This presents an exceptional opportunity to engage those consumers in a rich and meaningful way.

Video allows you to speak and show your message to an audience that is steadily moving away from traditional video outlets like the television to online channels. So this is where big data, online video consumption habits, and advertising collide. With Video Retargeting, you can leverage the power of Retargeting with the adding benefit of engaging consumers with rich video content. River Town Multimedia offers a comprehensive Retargeting program that can include video as a part of your Retargeting mix. See some of the solutions below.

Video Retargeting options offered through our program

  • Pre-roll Video Ads: These video ads appear immediately before free video content on publishers like YouTube,, Forbes, ABC Family,, Local News Sites and others.
  • Mid-roll Video Ads: These ads appear within the content of longer videos such as complete television episodes.
  • Post-roll Video Ads: These ads appear at the end of a video.
  • Non-skippable Ads: These non-skippable ads are 15 seconds or less, ensuring that prospects complete the video before continuing to their free content.
  • Skippable Ads: Ads that are greater than 15 seconds are skippable after the first five seconds.
  • In-banner Video: These videos are converted to in-banner format and size to run in standard display ad spaces.

To sum it all up, Video Retargeting offers a powerful and engaging way to reach consumers actively in the market for your products and services. Take advantage of the massive amounts of data available on the web and target your advertising to your active consumers.



Retargeting Seminars

2014 October Newsletter: Meet Our New Ad Director

In this Issue:

  • Meet our new Advertising Director Steve Gall
  • Retargeting Seminars
  • RiverTown employees help pack meals for Feed My Starving Children
  • Reader Rewards: Promote your business for FREE
  • Upcoming advertising opportunities
  • Digital Tips and Trends from around the web

Our new Advertising Director – Steve Gall

Steve GallSteve Gall, a native of Cable, WI, recently joined RiverTown Multimedia as Advertising Director. Steve is a 34 year veteran of the newspaper/interactive industry. Most recently he served as Director-Multimedia Sales for the Pioneer Press and of Digital First Media, VP Advertising for the Tacoma (WA) News Tribune and the Anchorage (AK) Daily News, as well as Publisher of the Vail (CO) Daily.  Previously, he served as VP Advertising for the Knight-Ridder Duluth News Tribune and VP of Sales & Marketing for Murphy McGinnis Media in Duluth as well. Gall received his BFA degree in Graphic Design with a Business minor from the University of Wisconsin-Stevens Point.

Steve married his college sweetheart, Ellen Shinners of Brookfield, WI, 27 years ago this October. Ellen is an interior designer and works for Schneiderman’s Furniture. Their oldest daughter, Krystina (23), was married August 2nd. Their other daughter, Kassandra (20) is going to be a Junior at the College of St. Ben’s this Fall. Steve and his family are avid outdoor enthusiasts and enjoy water and snow skiing as a family. They are all BIG Chicago Blackhawks fans as well. Their pet Shiba Inu, Oakley, keeps them busy as the resident spoiled pet.



Retargeting Seminars

Retargeting Seminars

RiverTown Multimedia has been offering free seminars to demonstrate the value of retargeting. Retargeting is an advertising platform utilizing display advertising and unstructured data to serve ads to consumers based on their recent online activity.

If you are interested in joining and upcoming session, please call Steve Gall at 715-426-1052 orcontact us through our website.

Many advertisers have found tremendous success adding retargeting to their existing marketing strategies. If you are interested in learning about how retargeting can help you grow your business, you can watch a short video on our website, or click here to contact us.

RiverTown employees help pack meals for Feed My Starving Children

RiverTown Employees Volunteer at Feed My Starving Children

Staff members from the Hastings (Minn.) Star Gazette, the Woodbury (Minn.) Bulletin and the South Washington County Bulletin in Cottage Grove, Minn., teamed up to pack meals for Feed My Starving Children earlier this year.

Volunteers that morning packed 94 boxes of food that contained 20,304 meals. Those meals can feed 56 children for a year.

Staff members who helped include, from left to right, are Chad Richardson, Kathy Prange, Roger Sievers, Katrina Styx, Miike Longaecker, Marianne Koivuluoma, Emily Buss, Sandy Burdine, Jean Hoeft and Riham Feshir.

Reader Rewards: Promote your business for FREE

Reader Rewards

Platinum Rewards is our way of thanking subscribers to the above newspapers with special offers
and incentives; building loyalty with Members and businesses alike.

As one of the most exciting reward programs in the industry, Reader Rewards allows subscribers to
begin selecting rewards immediately after registering with the program and validating their
subscription. Once registered, subscribers will use offers from many local businesses, saving on
meals, entertainment, services and more.

Our Platinum Rewards program is simple, stay a subscriber and continue to save on products and
services you use most.

Why Should Your Business Participate In Our Program?

  • No cost to participate
  • No long term contract
  • No cancellation fees
  • You may opt to place more than one coupon
  • You may change your offer from week to week

“What’s The Catch?”…
That’s just it… There is no catch

Call  1-800-679-7333 x107 to sign upreader_rewards


Click Here to join the Reader Rewards program for FREE

Digital Tips and Trends

  1. Beyond the ‘like’: What comes next in social measurement:
    After years of telling agencies that “likes” and “followers” would revolutionize advertising, social media is now being measured by metrics such as brand lift, purchase intent, click-through and sales.
    >>> Read more
  2. Five Steps to Achieving Data-Driven Marketing:

    Today, fewer than 10% of companies use their data in a systematic, strategic way. But that will change: 71% of marketers plan to implement a big data analytics solution in the next two years.
    >>> Read more 

  3. To Meet Tomorrow’s Marketing Challenges, You Need These People on Your Team Today:
    The creative and marketing worlds are moving fast, and the way marketing and creative content is consumed is changing on a daily basis.
    >>> Read more
  4. Targeting Adults Over 50 Online:
    Does your business target adults who are over 50? The members of this age group who are online are known as Silver Surfers. Not to be confused with Marvel’s Silver Surfer!
    >>> Read more