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Postview Audience Finder
Online display offers tremendous possibilities in the rapidly changing environment we are all in. Mainly
due to automated buying and real time bidding, we are facing unprecedented new opportunities.
Key in this game, are your targeting possibilities. Based on complex algorithms and KPI’s, it is possible to
calculate your bid price for each target group. Target groups are groups of online visitors with common
properties. There are more ways to find your target groups:
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Targeting based on 1st party data (retargeting). Target visitors that have been on your website
before. Advanced retargeting even gives the possibility to segment this target group into more
refined groups (e.g. low engaged, high engaged, etc). Ads are shown to these visitors, regardless
of which site they are located.
Contextual targeting. Visitors on predetermined websites form your target group. This is the old
fashioned way, whereby lists of domains are targeted and ads are subsequently shown on these
domains.
Semantic targeting. Automated systems analyse each webpage semantically. If a visitor visits a
webpage with a certain semantic relevance, an ad is shown to this visitor.
Meta search data. Visitors are segmented based on historical used searches. Ads are shown to
these visitors, regardless of which site they are located.
Audience targeting. Visitors are segmented based on websites they have visited in the past. Ads
are shown to these visitors, regardless of which site they are located.
Predictive audience finder. These systems are based on online surveys and attempts to designate
3th party websites with a high statistical similarity with your own current audience/visitors. Ads
are shown to these visitors when they visit these high relevance websites.
Postview Audience finder. This technique is also predictive, but doesn’t use surveys or statistical
analysis.
Postview Audience finder (PAF)
This powerful tool, tries to locate audience with a high similarity to your own visitors or audience. To find
these similar audience groups, a market research is deployed. This research is done with a low CPM
campaign over all connected websites. This market research finds the websites with the highest similarity
to your own website visitors. This technique also finds the hours, days and geographic locations with the
highest similarity to your own audience.
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Websites with highest similarity to your own audience
Hours and weekdays when your audience is best reached
Municipalities (geo-locations) where your most similar audience is to be found
AdLantic Online Advertising B.V. | Kamer van Koophandel nummer 30225228
BTW nummer NL817861816B01 | ABN-AMRO Bank 24.48.29.756
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Targeting
Based on the PAF-research, display campaigns are only shown to visitors on websites with the highest
similarity score. This targeting can be refined with additional time, day and geo targeting.
Results
On average, PAF finds websites that have a four times higher similarity score than normal. Time, day and
geo targeting further improve similarity scores to an average rate of seven. This means that about 80-90%
of all visitors are ruled out from targeting, causing an equally large waste and cost reduction. Remaining
visitors are up to seven time more relevant than normal campaigns.
This eventually leads to lower cost, higher performance and impact of your online display campaigns.
AdLantic Online Advertising B.V. | Kamer van Koophandel nummer 30225228
BTW nummer NL817861816B01 | ABN-AMRO BANK 24.48.29.756
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