You can’t avoid including digital advertising as part of your marketing strategy in 2016. In fact, spending for digital display ads in the U.S. for 2016 alone is poised to exceed $21.5 billion, so you don’t want to be left behind by competitors.
We feel we have the perfect mix of digital display options to maximize your advertising return on investment. We start by offering local impressions on our websites. This “shotgun” approach allows you to target a large amount of people in a relatively small geographic area. These are people in our market that are actively reading our websites and actively shopping and spending money in our community.
We then layer in a more targeted ad buy. This “rifle” approach called audience extension is an application of behavioral targeting. Audience extension allows you to target a premium site audience, based on very specific criteria. We’re able to track searches done on Google, Yahoo, Bing, YouTube and other search engines and then serve ads based on what someone is currently interested in (ex. mortgage rates, new cars, plumber, etc.). We can also filter by geographic area (zip, city, state, radius, etc.), general selects (age, income, occupation, etc.), interests (pets, golf, food, etc.) and deeper insights (graduation, marriage, divorce, births, etc.). Truly the targeting possibilities are endless.
Most importantly, you’ll be working with a real person. Our team can provide you with expert advice in regards to which placements will help you reach your optimal audience, and can assist you in crafting digital media strategies appropriate for your campaign goals.
“I can’t tell you how pleased I am with our decision to include an audience extension (AE) in our advertising campaign for 2015. It is still early, but it sure is fun having people I know tell me they saw our ad when they were reading articles online. The feedback I have received from people I know is assuring me that AE not only puts the Lone Pine Country Club brand where it can be noticed, but it also places it directly in front of your target market.”
J.R. Pond, PGA Head Golf Pro
Lone Pine Country Club