Reaching a specific audience
The targeting criteria used to define a specific audience segment are determined by the advertisers themselves. These criteria are selected by the marketer or our team and can be applied separately or in combination with one another. The targeting approach can be individually customized for each ad unit, or it can be unified for all ad units within a campaign.
Mobius offers approximately 40 differet parameters for targeting defined by language, country, city, area, post code, region, domain, subdomain, type of website, position on website, time of day, device, software, context, and others. An advertiser can direct a mobile ad to users in close proximity to a given shop or a precise geolocation, or to users reading specific content. Here are just a few examples:
Ads can also be served based on the type of user device, browser, device brand and model, browser language, or carrier. Campaigns can be programmed to be displayed only on the domains or subdomains owned by specific internet providers. For instance, if your ad is directed to mobius.com, you are essentially targeting only the users visiting our website. Hypothetically speaking, if our website were to offer ad placements, you would be able to target specific sections or even publications with certain context on our blog. This way your ads would be aligned with the most relevant content. When exact targeting limits are set defining a particular type of audience, content or technology, our platform automatically excludes all irrelevant profiles.
Let’s imagine that an ad banner promoting a hotel in Kuala Lumpur is designed to be displayed only to people in Malaysia. In this case, the ad would only be visible to users in Malaysia and not to users outside the country. Virtually every aspect of the ad campaign could be customized by our 40 factors of targeting.
Using the same example with the hotel in Kuala Lumpur, we could modify the campaign to exclude Kuala Lumpur as a target city, as the hotel offer would most likely be irrelevant to people already living there. At the same time, we could target only users with mobile phones, currently in Kuala Lumpur and speaking a foreign language, on the premises that they could potentially be tourists looking for a place to stay.
Targeting improvements in real time
After launching a campaign in line with the chosen metrics, it is time to apply behavioral targeting. It allows for more advanced precision when selecting pre-defined audiences. Behavioural targeting enables advertisers to optimize their existing audience, as well as to find new user segments to enrich their overall target group. Mobius offers three different tools for identifying intended audiences.
The first one feeds from already existing campaigns. Our platform is constantly collecting and curating data decoding the social signals and personal interests of users who have seen or clicked on any banners. These data are used to generate an audience of likely-to-buy end users. With every next campaign this audience grows and becomes an increasingly efficient tool for optimization.
The second method for defining the most relevant and potentially responsive user segments is through third party data. These data can be widely prolific in nature and it always marks up a fixed CPM to the service price, where the CPM can range from 0.15 to 2 USD. Carefully conducted analysis based on existing campaigns is intersected with third party data to deliver maximum optimization. This approach has proved to be both cost-effective and target-effective.
The third technological solution allows advertisers to use direct data gathered from analysis of their own products. To simplify the process, the data from Google Aalytics Premium can be uploaded into our system for targeting purposes and can be fine-tuned by our team.