PERSONA DEVELOPMENT

Through the development of personas, we’re able to segment and target specific audiences. This creates campaign alignment across: 

3rd Party Data Choices

1st Party Data Relevancy

Targeting Techniques

Creative & Messaging

Campaign Goals & Desired Scale

WHAT IS PROGRAMMATIC

Automated digital buying, involving behavioral & contextual targeting. Key components:  1st Party Insights, 3rd Party Data, Inventory Reach, Reporting, Verification.

SMART AUDIENCE PIXEL

Traditional

*Like Google Analytics
  • Page Visits
  • On-site Navigation
  • Basic Demographics

Upon placement of the SmartAudience Pixel, we immediately begin building profiles on the actual people visiting and interacting with you digitally. These profiles span thousands of data points, inclusive of both online and offline behavior. We use this intelligence to gain deep insights on who your audience is and how to message them, on their terms.

DATA PARTNERSHIPS

While other digital agencies and DSPs provide limited demographic, interest and contextual targeting. YouConnex has partnered with more than 70 of the most respected data suppliers in the marketing industry to provide advanced insights, analytics and SmartAudienceTM behavioral targeting along the entire purchase funnel.

EXAMPLE PERSONA

Graton Resort & Casino

Family Staycationers

Inventory Channels

Mobile Centric, in-app, mobile web, social

Re-Engagement

Cross-Device using deterministic device graphs and household extension

Persona Qualities

Males & Females 25-45

Household with children

Live within 120 miles of the specific Graton Property

Annual household income +85k (data provided by Experian)

/

Behavioral Elements

Has a history of visiting theme parks and family resorts (data provided by Factual)

Apps for travel and dining on mobile devices (Data provided by PushSpring)

Propensity to dine out (Data provided by iBehavior)

In-market for a 1-3 night vacation (Data provided by BlueKai)

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Contextual Elements

By leveraging a publisher white list, adjusted bid structure, and specific private exchanges, we can access high quality inventory that is contextually aligned with the persona.

Examples are Bay Area Parent, California, Chic Metropolitan

Other Persona's Examples

Guys’ Golf Weekend

Women’s Spa Weekend

Date Night

Table Shark

Wine & Food Connoisseur

CONTEXTUAL VS BEHAVIORAL TARGETING

Behavioral targeting aligns messaging with people, regardless of publisher content.  Contextual targeting aligns messaging with publisher content and brands.

GRANULAR REPORTING

We report on every aspect of campaign performance including: 

Overall Performance Metrics such as win rate, CTR, CPA, Impression Volume

Unlimited conversion points/mapping per campaign

Ad Group Performance

Creative Performance

Frequency/Recency

Geo Delivery

Site List

Device Types

Browser Types

Look-Alike Modeling

And several other data categories. Reporting can be customized to meet individual client needs.

 

OUR PRICING

*We recommend layering in a 3rd party, independent verification provider like DoubleVerify. This typically adds $.30 to the CPM for Static Display and $.60 to the CPM for video ad units.

Leland Morris

leland@youconnex.com

813.609.3959