1 00:00:01,530 --> 00:00:04,110 Unknown: Welcome to the digital advertising and marketing 101. 2 00:00:04,110 --> 00:00:08,640 course number five targeting. And this course will cover a 3 00:00:08,640 --> 00:00:11,460 number of different things first cookies, what are cookies, how 4 00:00:11,460 --> 00:00:15,090 do they work? Then we'll go into behavioral targeting, contextual 5 00:00:15,090 --> 00:00:19,050 targeting, demographic targeting, geographic targeting 6 00:00:19,080 --> 00:00:24,000 and IP addresses what they are how they work, retargeting, and 7 00:00:24,000 --> 00:00:28,380 interest based targeting. First a cookie. For those of you who 8 00:00:28,380 --> 00:00:32,580 aren't familiar, a cookie is a small file that is created by a 9 00:00:32,580 --> 00:00:36,990 website and dropped onto a computer, usually for 30 days.

10 00:00:37,410 --> 00:00:41,070 If not less, if not more, you can clear your cookies. I'm sure 11 00:00:41,070 --> 00:00:43,890 that most people at some point or another have gone into your 12 00:00:43,890 --> 00:00:46,860 preferences and tried to clear your cookies. Probably a good 13 00:00:46,860 --> 00:00:50,100 idea to either do that on a regular basis or have it set up 14 00:00:50,100 --> 00:00:54,870 to automatically reset. But this information is stored on your 15 00:00:54,870 --> 00:00:58,470 computer and websites can use it to learn information about you. 16 00:00:58,830 --> 00:01:03,300 Now it doesn't stop Personal identifiable information, such 17 00:01:03,300 --> 00:01:06,240 as your john doe, and you live at his exact address and your 18 00:01:06,240 --> 00:01:09,660 exact age, things like that, but more general information. So 19 00:01:09,660 --> 00:01:11,940 some some things that a cookie might tell you is that you 20 00:01:11,940 --> 00:01:14,820 visited a sports website, that maybe you watch an hour of 21 00:01:14,820 --> 00:01:18,150 Netflix, he spent two hours a day on a social network, you 22 00:01:18,150 --> 00:01:21,510 visited a luxury car website, and that you bought a high end 23 00:01:21,540 --> 00:01:25,710 watch.

That is kind of the level of detail that we have not 24 00:01:25,710 --> 00:01:28,980 really specific information. But that's really important because 25 00:01:28,980 --> 00:01:31,140 we use this cookie data for the rest of the targeting that we're 26 00:01:31,140 --> 00:01:35,700 going to talk about. So behavioral targeting, behavioral 27 00:01:35,700 --> 00:01:39,240 targeting is targeting a user based on a predetermined set of 28 00:01:39,240 --> 00:01:42,300 behaviors. So an example would be you want to target males with 29 00:01:42,300 --> 00:01:45,630 a high household income, that data is collected oftentimes 30 00:01:45,630 --> 00:01:48,660 from cookies. So if we look at this computer that we just had, 31 00:01:48,660 --> 00:01:52,080 in the past example, you have five different cookie data 32 00:01:52,080 --> 00:01:55,260 points, but not all of them are relevant. So we want to remove 33 00:01:55,560 --> 00:01:57,960 the Netflix on social media one because that's not really 34 00:01:57,960 --> 00:02:02,130 relevant to this target.

But if you Visit a sports website, a 35 00:02:02,130 --> 00:02:05,010 high and you bought high end watch and you visited a luxury 36 00:02:05,010 --> 00:02:08,820 car website, we can tell that's behavior that a male of the high 37 00:02:08,820 --> 00:02:12,180 household income might do. So we're going to target that 38 00:02:12,180 --> 00:02:17,340 particular user, that particular computer with our ad. Contextual 39 00:02:17,340 --> 00:02:20,640 targeting, sexual targeting is targeting US based on the type 40 00:02:20,640 --> 00:02:23,400 of content that they are currently engaged with are 41 00:02:23,400 --> 00:02:27,120 currently consuming. So pretty easy example is if you were 42 00:02:27,120 --> 00:02:33,060 targeting sports fans, you can go to ESPN mlb.com, CBS, maybe 43 00:02:33,150 --> 00:02:36,450 Yahoo. There are plenty of other sports websites out there, and 44 00:02:36,450 --> 00:02:40,290 you buy ads just on sports websites. Same idea for if 45 00:02:40,290 --> 00:02:44,100 you're targeting food, websites, maybe you are a Coffee Company, 46 00:02:44,100 --> 00:02:46,770 maybe you are a food product, maybe you are a restaurant, so 47 00:02:46,770 --> 00:02:49,710 you want to target people while they're engaging in content 48 00:02:49,740 --> 00:02:53,910 about food.

Same thing for music, music is an important 49 00:02:53,910 --> 00:02:57,900 category. Pandora, Spotify, Pitchfork, all music specific 50 00:02:57,900 --> 00:03:02,190 sites. You can kind of get the idea here. demographic 51 00:03:02,190 --> 00:03:04,770 targeting? So demographic targeting is basically just 52 00:03:04,800 --> 00:03:07,320 using whatever data we have usually from cooking 53 00:03:07,320 --> 00:03:10,530 information, sometimes from registration data and saying who 54 00:03:10,530 --> 00:03:12,960 do we actually want to target? Is it male or female?

Where in 55 00:03:12,960 --> 00:03:15,210 the country are that? How old are they? How much money do they 56 00:03:15,210 --> 00:03:19,320 have? How much education do they have? What are their job? We 57 00:03:19,320 --> 00:03:22,650 like I said that data comes out through cookies.

Sometimes if 58 00:03:22,650 --> 00:03:25,320 you register on Facebook, or Pandora, you include that kind 59 00:03:25,320 --> 00:03:28,440 of information. So we use kind of whatever is available to us 60 00:03:28,440 --> 00:03:35,160 to target each demographic, geo targeting and IP addresses. So 61 00:03:35,160 --> 00:03:37,650 geo targeting is essentially just targeting the user based on 62 00:03:37,650 --> 00:03:40,290 where in the world they are. You could say we want to target 63 00:03:40,290 --> 00:03:43,560 everyone in the US, maybe just in New York and New Jersey, 64 00:03:43,590 --> 00:03:47,220 maybe just California, maybe just everything on the east 65 00:03:47,220 --> 00:03:51,150 coast. Maybe you only want to target down to a specific zip 66 00:03:51,150 --> 00:03:54,660 code, which you can do, you can get as broad or as narrow as you 67 00:03:54,660 --> 00:03:58,110 really want. Generally, the way you do that is by using the IP 68 00:03:58,110 --> 00:04:00,840 address the Internet Protocol address.

That is unique to each 69 00:04:00,840 --> 00:04:05,430 individual device. So the IP address shows you where in the 70 00:04:05,430 --> 00:04:08,700 world you're located. If you want to check it out, you can go 71 00:04:08,700 --> 00:04:15,420 to where is my IP address Comm. Fun fact here is that early on 72 00:04:15,600 --> 00:04:19,620 IP addresses were not really localized. So AOL, for example, 73 00:04:19,620 --> 00:04:23,400 is headquartered in Atlanta, and all of their servers were based 74 00:04:23,400 --> 00:04:27,510 in Atlanta. So anyone who access the internet through AOL look 75 00:04:27,510 --> 00:04:30,270 like they were in Atlanta, depending on no matter where in 76 00:04:30,270 --> 00:04:33,690 the world they were.

But when we started doing targeting like 77 00:04:33,690 --> 00:04:35,880 this, realize that that's not an efficient way to do it. 78 00:04:36,090 --> 00:04:39,450 localized service were set up. Now there is a localized server 79 00:04:39,450 --> 00:04:43,920 for pretty much everything down to particular city blocks, or if 80 00:04:43,920 --> 00:04:46,440 we talk about a residential area, there are larger more 81 00:04:46,440 --> 00:04:49,440 regional blocks, but your IP address tells you exactly where 82 00:04:49,440 --> 00:04:54,090 you are within a certain amount of degree, you know, 10 meters, 83 00:04:54,090 --> 00:04:57,690 two miles, but if you're talking down to a zip code level, that's 84 00:04:57,690 --> 00:04:58,290 good enough 85 00:05:00,000 --> 00:05:03,840 targeting. retargeting are ads that I'm sure people see every 86 00:05:03,840 --> 00:05:06,630 day and type of thing where you're like, wow, how did they 87 00:05:06,630 --> 00:05:09,240 know that I was looking for that?

How do I know I was 88 00:05:09,240 --> 00:05:11,820 looking for shoes, I didn't know I was looking for golf clubs. 89 00:05:12,210 --> 00:05:15,810 It's retargeting. And we use cookie data for this. So a great 90 00:05:15,810 --> 00:05:19,890 example is maybe Amazon targets a user who visited Amazon looked 91 00:05:19,890 --> 00:05:22,500 at shoes but didn't purchase. So it means you've gone to a 92 00:05:22,500 --> 00:05:24,840 website, you've gone to a location, you've either taken an 93 00:05:24,840 --> 00:05:28,320 action or you haven't taken an action. And now a website or a 94 00:05:28,320 --> 00:05:33,060 brand or an advertiser wants to target you with an ad.

So for 95 00:05:33,060 --> 00:05:36,960 example, you're on your computer and go to amazon.com. Maybe you 96 00:05:36,960 --> 00:05:39,840 buy something, maybe you don't. But while you're there, Amazon 97 00:05:40,110 --> 00:05:43,830 drops a cookie onto your computer. Now they've done that 98 00:05:44,040 --> 00:05:46,260 they have your computer and they can go back and serve you and 99 00:05:46,260 --> 00:05:49,680 add whenever they want. So you leave Amazon, that cookie is 100 00:05:49,680 --> 00:05:52,530 still there. You're surfing the web, and then all of a sudden 101 00:05:52,530 --> 00:05:56,130 you get an ad for Amazon Prime.

The reason you got that is 102 00:05:56,130 --> 00:05:59,160 because Amazon knows that within a certain amount of time you 103 00:05:59,160 --> 00:06:02,610 were at their website. Usually this is done within a matter of 104 00:06:02,610 --> 00:06:05,790 hours, sometimes even minutes. Normally, you don't want to do 105 00:06:05,790 --> 00:06:09,150 this more than a couple of days later. If you're on Amazon on a 106 00:06:09,150 --> 00:06:11,640 Monday, you don't get an ad until Friday, you probably 107 00:06:11,640 --> 00:06:14,250 completely forgot that you're on Amazon. So they've kind of 108 00:06:14,250 --> 00:06:16,980 missed the opportunity to reengage you. But if you see 109 00:06:16,980 --> 00:06:20,040 this ad within an hour of visiting Amazon, then you're 110 00:06:20,040 --> 00:06:23,070 very likely to engage in for that ad to actually stand out.

111 00:06:25,770 --> 00:06:28,800 Interest based targeting, interest based targeting is 112 00:06:28,800 --> 00:06:31,620 basically just targeting people based on what they like. So 113 00:06:31,620 --> 00:06:34,710 again, a lot of the stuff comes from cookies. If we know that 114 00:06:34,710 --> 00:06:37,920 you visit a lot of music sites, or a lot of movie sites or food, 115 00:06:38,160 --> 00:06:40,830 we can say that person is interested in that particular 116 00:06:40,830 --> 00:06:45,210 topic. So we'll serve them an ad. Facebook is great for 117 00:06:45,210 --> 00:06:48,300 interest based targeting because people volunteers so much about 118 00:06:48,300 --> 00:06:51,240 them. Every time you like a page or you fill out your profile.

119 00:06:51,420 --> 00:06:54,240 That's information that you are volunteering and saying I like 120 00:06:54,240 --> 00:06:57,240 this movie. I like that restaurant. I like this product. 121 00:06:57,540 --> 00:07:00,990 And advertisers can use that to serve you an app So an example 122 00:07:00,990 --> 00:07:03,720 here would be if Marvel is promoting their new movie Ant 123 00:07:03,720 --> 00:07:07,920 Man, and they go on Facebook. So they go on Facebook, and they go 124 00:07:07,920 --> 00:07:09,780 through all the interest and they say we want to target 125 00:07:09,960 --> 00:07:13,380 anyone who is interested in superheroes, any type of 126 00:07:13,380 --> 00:07:16,860 superhero, and they can go down the whole list and target every 127 00:07:16,860 --> 00:07:19,980 single one and say, these are other people interested in 128 00:07:19,980 --> 00:07:22,590 superheroes, they said they like it, they like comics or like 129 00:07:22,590 --> 00:07:26,970 whatever it is, then they will be served with an Ant Man, ad.

130 00:07:29,130 --> 00:07:31,890 Now, when you do all those targeting, you don't just do one 131 00:07:31,890 --> 00:07:33,960 of the time you don't just do interest. You don't just do 132 00:07:33,960 --> 00:07:36,750 contextually don't just do behavioral, you can layer in a 133 00:07:36,750 --> 00:07:40,830 lot of things. So you layer in everything that you need. They 134 00:07:40,830 --> 00:07:43,650 like your product, they live within your region, they have 135 00:07:43,650 --> 00:07:46,230 enough money to spend, they have some cookie data to back it up, 136 00:07:46,380 --> 00:07:49,140 you know if they're male, or they're female, and all that 137 00:07:49,140 --> 00:07:52,170 data combined, gives you your exact audience. 138 00:07:55,440 --> 00:07:57,720 And that's it. For course number five on targeting.