Device ID Lookback Targeting
By Melissa Huerter
In this day and age, consumers are spending increasingly longer amounts of time online per day. A recent study by USC Annenberg found the average American consumes over 24 hours of digital media per week. With the increased screen time, brands are shifting marketing budgets to be in front of their consumers across their mobile phones, tablets, laptops, etc. But with the vast number of digital avenues and growing number of users, how can brands ensure they are reaching the right users across digital outlets?
Division-D relies heavily on a mix of targeting strategies to hone in on a brand’s target audience, no matter how broad or niche. Division-D’s media buying team facilitates direct relationships with the 10,000+ publishers we work with, so we’re easily able to purchase contextually-relevant inventory for our advertisers. In addition, we layer on a mix of 1st and 3rd party data segments to further customize each media buy. In general, user profiles can be demographic (age, gender, household income, etc.); behavioral (interest, past purchase history, etc.); or geographic (state, city, zip, etc.).
Recently, Division-D has found success in several unique advanced targeting capabilities, including email domain targeting and device ID lookback targeting. Email domain targeting creates a targetable segment of users who have subscribed to a particular company’s email list. The segment can then be applied across most of our media placements. This is a useful tactic to competitor conquest, as a brand can target users who have subscribed to a competitor’s emails.
Device ID lookback targeting is an advanced form of geofencing that allows us to create a “lookback window” up to a year back. We can then pull users whose device IDs have been within the geofence within that timeframe and target them with ads anywhere they are now. This tactic is great for recurring events/conferences and to competitor conquest, as well.
With the ever-changing digital landscape, Division-D continues to evolve and offer new and effective ways in which brands can establish their digital presence and reach their desired audience. If you’re a prospective advertiser reading this, get in touch with us at the link below to learn more about our offering!