
Ad Targeting: Getting the Basics Right is More Important Than Ever + Bonus Quiz
What came first: the ad or the target? The answer should be the targeting, but if you don’t know about
Klever’s mission? To make programmatic work for your agency. To seek out the newest technologies, the finest data sets and run the best campaigns. To boldly go where your advertising has never gone before.
Our Approach:
Frustrated by many ad tech companies’ overhyped jargon and underwhelming campaign results, their failure to adapt, listen, and tailor their approach to their clients – to YOU – two digital advertising industry veterans envisioned a better way. A Klever(er) way, if you will.
Our code is simple:
The truth, and nothing but the truth: a pragmatic, straightforward approach to your campaign means you can trust that we’ll deliver on our promises.
Whatever it takes! Your traders will spend as much time and energy as needed to ensure you are 100% happy with your campaign.
A team mindset: think of us as an extension of your team, never further than a click away (slack, zoom, or snowshoes).
Why I Love Programmatic
Why the Open Market Beats the Walled Gardens
Run performance for all media types, from standard IAB and rich media, to video and CTV. Our traders thrive on taking the toughest campaigns and delivering results that redefine your success.
Connected TV is the fastest growing media channel in North America, allowing you to target, measure and retarget TV-viewing households. You will be advised on CTV, its characteristics and challenges, and on how to make it work for you.
Thanks to years of experience working with local businesses, you’ll benefit from an unrivalled expertise in geolocation targeting.
This fast-expanding technology ensures you receive actionable insights, transparent reporting, and frequency capping across all channels, on a single platform.
An ad group with high expressiveness has more ways of bidding on an impression than a group with lower expressiveness. The higher the bid factor, the greater your optimization.
Video, Native, and DOOH, or proximity targeting, foot traffic measurement, temperature targeting, and cross-device targeting… nothing is off-limits.
Your trader will do the set-up, run the campaign, optimize, report and also be your account manager.
We will work with dynamic CPM to ensure your campaigns always reach your objective.
Our traders have 30 years of combined experience trading digital media, and the highest expressiveness score in the industry; Klever also has one of the highest performance and retention rates.
We cross-pollinate our learnings across channels, testing new data sets every day to ensure we dominate across all media fields.
With our 48-hour Get Out clause, you needn’t worry about getting trapped in a loveless, long-term commitment.
No matter the campaign size, we approach each one as a team, pooling resources to deliver work of the highest standard.
CEO
COO
Data protection regulations, FLoCs, Privacy Sandbox, turtledove, and gnatcatcher, then throw in DMPs, clean rooms, data bunkers, and more, and you’re still only scratching the surface of what ad tech is.
The implementation of GDPR in May 2018 forever transformed the advertising tech ecosystem. Gone were the days of data free-for-all; anonymous cookies became personal data, which could no longer be collected en masse. Data protection principles rule supreme, and international transfers are monitored.
Shortly after GDPR came CCPA, closely followed by LGPD, then PDPA, APPI, CPRA, CDPA… data protection legislation was sweeping through the world economy, and everything changed.
Want to understand what’s going on? What it all means, and where it’s going? What it means for you and what you can do with your data? There’s one industry specialist you can always turn to: ask Klever.
THE BRIEF
OUR APPROACH
Demonstrate Native’s potential as a conversion-driving channel
Increase the amount of total online sales
Reach a niche audience with Programmatic Native
Test Native alongside the client’s traditional display campaign
Leverage first-party data and adopt targeting strategies and best practices from previous campaigns
A leading distributor of wholesale salon supplies in the US was running standard display campaigns, but was interested in testing a new ad format to grow their customer base.
The company was aiming not only to reach new users from a niche audience (salon owners), but also get them to open an account in order to reduce CPA of online sales.
In order to measure results, Klever replicated the client’s existing campaign approach to run alongside a near-identical six-week campaign – one using Display, the other Native. This offered valuable insights into a previously untapped supply while far exceeding campaign goals.
Increase in Site Traffic with Native Channels as Compared to the Standard Display Channels (from 20k hits/day to 35k/day)
THE BRIEF
OUR APPROACH
Demonstrate programmatic display potential as both an online and offline awareness & conversion-driving channel for Tools available at Lowes Hardware Distribution Centers (US)
Increase total online sales
Measure the foot traffic to Lowes locations
Test $10k budget over 4 weeks
Prospect & retarget audiences leveraging 1st & 3rd party data based on in-market / interested / users online behaviors.
Measure online activities and foot traffic to Lowes Hardware Locations
Aligning screens during the spring season is an opportunity for brands to get in front of every type of shopper (ie: DIYers, Fathers Day shoppers, Spring cleaners, etc), particularly for Power Tool brands.
The client focused on reaching prospective buyers with Spring and Holiday messaging, prioritising brand awareness advertising to increase sales and associated foot traffic.
THE BRIEF
OUR APPROACH
Demonstrate CTV and OTT’s ability to reach engaged audiences
Increase brand awareness in select targeted regions
Reach a qualified, niche audience for retargeting
Target HNW individuals and households by geolocation and highly customized audience segments.
Leverage On-Demand video platforms to build an engaged audience who have a direct interest in buying a luxury home.
This high-end international real estate broker had been successful in other markets, and now wanted to break into the West Coast. To achieve their goals successfully, Klever Programmatic ran campaigns to increase brand awareness in the desired geographical areas and among the select target demographic, which were the “1-5 percenters” looking to buy or invest in a luxury home.
By combining CTV and OTT, the Klever team was able to reach more users by serving ads across on-demand video apps and platforms, which allowed the team to track the amount of unique device IDs & Households, and engaged audiences directly interested in realtor’s services.
With 1k active IDs collected for retargeting from primarily mobile users visiting the website in the first two-weeks of the campaign, the Klever Programmatic team was able to validate the effectiveness of their audience targeting strategy immediately. The team continued to retarget users and further expand the broker’s reach.
Questions about Klever? Fill out the form below and we’ll
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Looking for Career Opportunities in Programmatic?
Founder and former CEO Acquisio, a leading paid search management platform with $2B under management for hundreds of agency clients. Marc established an early stage partnership with one of the leading DSPs to offer programmatic advertising solutions to Acquisio’s agency customers. He was also one of the first evangelists of programmatic to the PPC community
Former COO Captify, Europe’s largest independent ad tech company. Managed sales, publisher & data solutions and operations globally. Established Captify as one of the leading ad tech companies in the UK, Europe and the US.
What came first: the ad or the target? The answer should be the targeting, but if you don’t know about
West coast agency, City Ranked, serves clients internationally with a powerful combination of digital marketing services – everything from web
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