Ad Targeting Options
We know better than anyone that each site is different and each user is different, which is why we offer various information and levels of targeting across our network or per site.
Newsquest Digital Media uses Real Media 24/7 Open Ad Stream to deliver targeted online advertising across its network of news and information websites in the following ways:
- Entire Network – across all our news and information websites
- Groups of websites, such as regional group, or website specific
- Sections of websites, such as News, Sport, Jobs, Homes, Cars, etc - across entire site network or specific regional group or single website
- By time - hour of the day or day of the week
- By website domain, ISP or IP address
- By country, city, area code
- By browser type to identify mobile and tablet users (Internet Explorer, Mozilla Firefox, Google Chrome, Safari etc), browser version, operating system
- Search term (keyword)
- Competitive/companion categories – we rotate the creative, so the user sees a different creative on each page they look at; companion positions allow creatives (Leaderboard and MPU) to appear together or independently
- Meteo Targeting
- Contextual Targeting
- Online Advertorials
- Demographic Targeting
- Behavioural Targeting
- Commercial Partnerships
- Classified Targeting
A new method of targeting adverts based on the weather has been introduced across Newsquest websites.
Meteo targeting means we can tailor our commercial messages to specific weather conditions - for example, serving adverts for breakdown cover when it’s frosty or sunglasses during a heatwave.
What is Meteo targeting?
Targeted adverts based on the weather.
When is there a need for Meteo targeting and when is it relevant?
The weather is constantly changing and is different across all parts of the country, so there is always a need to send potential customers a message based on the weather. The weather not only affects travel, activities and plans but also people's moods – this can be one of the most important factors on sending a potential customer a relevant targeted message. The weather is always relevant and tailoring an advertising message to the weather can be as important as contextually, demographically or behaviorally targeting a user.
How does it work?
We pass the latest weather information into our adserver, be it sunny, rainy or snowy. Our adserver recognizes what the keyword is and requests a relevant advert to be served. We target a specific creative to the weather type and the advert is displayed. This can happen across the entire portfolio of Newsquest websites in England and Wales, again allowing us to target against various weather conditions, making it not only relevant to weather but to the local area as well.
We can target across all websites, we have created a specific sponsor position under the weather panel.
This weather panel delivers on all pages of our sites other than our classified search sections. We can also use any other ad position on the page and target it in the same way.
The reason why we created meteotargeting on our sites was for a number of reasons. We want to serve our users the most relevant advertising as possible. We know our advertisers will also get a better response with more relevant advertising. The weather can change quickly and can catch people out. For example the snow can cause all sorts of delays or problems in travelling – at times people cannot get to work. We can allow our adserver to be as reactive as the weather, so as soon as the weather changes so can the advertiser message. So we deliver relevant advertising, with no delays – whatever the weather. The immediate opportunities to potential advertisers may be automotive – target soft top cars to sunny weather, 4x4’s to snowy weather, home services for heating or boilers or services for frozen pipes in the cold snowy weather, and solar panels in the sunny weather, travel – a get away from the rain message, breakdown cover or winter service, sun cream or sunglasses for the sun, even retail for clothes – jumpers for the cold, T-shirts for the sunny times.
To get more information on meteotargeting across the Newsquest network contact us at email@example.com or call 0800 977 7727
As you would expect from a news focused organisation we publish a wide variety of news, sport, leisure, business and education articles across our site network every day. In fact we upload in excess of 50,000 articles each month. The subject of these articles can be understood at a very basic level such as News, Sport or Leisure and targeting on this basis can work for large sponsorship campaigns, however the real key to making a campaign work for you is matching the advertiser to the specific content of the article.
Contextual targeting allows us to categorise every article we write. Each article that is written is parsed on entry into our editorial system; we look for keywords, specific phrases, repetition and general themes and then assign an advertising category to the article which you can then target.
When the article is read by one of our users the advertising category ID is pre-defined and associated to that article. This ID is then passed to our advertising server and a relevant targeted advert is returned, all within a hundredth of a second.
Contextual campaigns across our site network have generated a three fold increase in Click Through Rate (CTR). We recently ran a Dementia campaign contextually by using the health category ID. We then targeted ads to this category as well as running identical creative run-of-site as a placebo. The contextually targeted advert was 3 times more effective in terms of Click Through Rates compared to the standard ROS activity. Please see our contextual case study for full details.
When booking your online advertising campaign, one of the team will help you select the most suitable contextual group from the following options. Each category is made up from a minimum of 50 words of phrases, avoiding duplication, pronouns and crossover.
- Arts & Ents
- Career & Jobs
- Food & Drink
- Home & Garden
An important feature is our unsuitable category which immediately filters out the most shocking news stories with its heavy weighting. On top of using our carefully created categories we can also create bespoke ones on a per advertiser basis - in fact the easiest way is to use your existing search engine paid search keywords. We can then show you how our response compares against standard pay per click campaigns.
Newsquest Digital Media offers a range of innovative advertising opportunities across its network of news, information and classified websites.
The online advertorial uses predominantly text to promote your commercial message. It is an objectively-written article about the product or brand you are promoting that uses relevant content and usually has links to a third party website.
What are the benefits of an Advertorial?
An Advertorial provides a speedy way to promote your product, brand or service as it requires no design skills. Once written the article is placed in a relevant section on the applicable website. Since visitors read the advertorial together with other news articles this format is arguably more trusted and authoritative.
Because the content is placed in a relevant area of the site, the user will spend more time looking at it and being exposed to the product or brand message rather than subconsciously noticing it in an advertising position. Home page links can be built into the advertorial to the client's website, whilst deeper links can take interested users directly to specific pages on the website. These links will also improve the client's natural search engine exposure. You have the ability to make the page more interactive by using strong images, video, competitions and response mechanisms. Advertising on the actual page usually achieves a higher Click Through Rate (CTR) as the display activity is so targeted and relevant to the content.
How do results of Advertorials compare with traditional online display advertising?
Advertorials usually achieve higher CTR as the display activity is so targeted and relevant to the content. For example Debenhams achieved a CTR of 3.56% on the display adverts around an advertorial page published on Newsquest websites.
We can also re-target the user once they have visited the page via other pages around the website - we recognise that they have shown an interest in what the client has to say and present new messages promoting the campaign.
Newsquest Digital Media offers the top right button (earpiece) on the home page of the websites to highlight an advertorial page. On the advertorial page the client will have images, videos and editorial. We can also build in competitions and external links to the client's website. The content is displayed in a full width page (960 pixels) with no height restriction.
Creatives on the page include the top leaderboard, earpiece, bottom full width leaderboard and the sponsor slug.
- Page width 940 pixels
- Images to be supplied as a gif or Jpeg; we can resize the image to fit the page
- Words or phrases that need to link to an email or URL need to be clearly specified. There is no minimum or maximum amount of words
- Ad formats (pixels) - Leaderboard (728x90) Earpiece (230x90) Full Width Leaderboard (960x90) Sponsor Slug (300x30)
For full details please refer to our Ad specifications page.
Newsquest have partnered with Quantcast, who are they and what do they enable us to do?
Quantcast provide real-time targeting technology which is used by leading agencies, marketers, publishers and ad networks in the US and UK. Targeting according to demographic attributes, for example age, gender and income as well as household make up (children in the home) and education level.
How does it work?
Advertisers define the audience they want to buy and then Newsquest build unique lookalike models using a combination of demographic, lifestyle and business attributes. The Quantcast tool anonymously identifies audiences across the web who resemble the target you have defined.
Newsquest Digital then match the Quantcast model and serve your commercial message to these groups of audience on the Newsquest network of sites.
How does it benefit advertisers?
Advertisers can target audiences based on models that reflect their desired customer. This leads to a much more targeted ad campaign that will deliver significant increased response and conversion with little waste.
Across our Network or per site we can index against the national average and specifically target to the desired Age, Income, Gender of the target Audience.
To get more information on segmenting audiences across the Newsquest network contact us at firstname.lastname@example.org or call 0800 977 7727
Behavioural targeting is a way of serving adverts based on a visitor's behaviour online. Newsquest Digital Media uses information collected anonymously from an individual's web-browsing behaviour, such as the pages they have visited or the searches they have made. Our technology then breaks down the visitor information into a number of discrete channels using 'Audience Science' technology. Each channel is then analysed and a virtual profile is created. These profiles are then targeted with timely and relevant advertising based on the visitor's habits across our network of news and information websites and those of our partner websites.
When driving key performance advertising we have the ability to focus on visitors and their specific habits, and then apply this insight to our geographically based websites. This presents Newsquest Digital Media with a unique proposition and the ability to target users, and pinpoint where they are based, without having to rely on IP targeting.
Once we have identified the desired visitor profile we can then re-target them outside of the initial data capture point. For example, we can monitor those users searching for legal jobs, immediately target them with legal job based advertising, and then, subsequently, re-target the advertising when the user returns to the site, regardless of which section of the website they are visiting at the time.
Display advertising is a mixture of direct response and branding. However the only metric that is traditionally measured is the Click Through Rate (CTR) which ultimately only tells us the impact of the direct action. Post-impression tracking allows us to track visitors who come to our site but who do not click an advertisement when it is served to them. We can also track visitors that don't click advertisements but still end up on the client's site.
Post-impression (or post-view) tracking monitors a visitor's activity from the point that the campaign creative is viewed (via a cookie). If the visitor subsequently returns to your site without clicking the advert the conversion is assigned to the specific advert delivered via the Newsquest network.
This type of browsing habit has previously been largely ignored but tracking it enables you to gain more accurate campaign statistics (typically 40% higher than CTR alone) and more demonstrable Return on Investment (ROI), particularly with brand awareness campaigns.
Our audience segments are the same as our contextual advertising, so you run both in tandem and streamline your booking process.
- Arts & Ents
- Career & Jobs
- Food & Drink
- Home & Garden
Newsquest Digital Media's vast experience of online partnerships and affiliate arrangements means that we can afford to be discerning when it comes to website partnerships. We aim to offer our customers the most compelling and cost effective experiences available on the internet in a local and trusted environment.
The degree of partnership integration will vary but examples include hosted content, technology provider, co-branding and white label versions of third party sites. We aim to create strong relationships which last and adapt ensuring a profitable relationship for both customer and publisher.
As well as a scheduled share of online standard advertising display we also use promotional boxes and buttons in relevant and strategic positions around the site to promote the partnership.
Examples include Home Learning College, Abintegro, Google, AOL Adsonar, Brightcove, TV listings, and Omnisport.
Newsquest Digital provides access to classified channels for jobs, property and cars for sale. In addition to standard search mechanisms and branding opportunities for agents and dealers, these sections integrate relevant content, providing more targeting opportunities for the classified sections. It follows that the intent of a user whose behaviour indicates an inclination to a specific job, house or car type can be more heavily weighted if they are looking at supporting content. For example, if the user checked the prices of specific cars this would indicate that he or she is closer to making a purchasing decision.
We also provide dating services, business directory services and family announcements (births, birthdays, deaths and marriages) all of which provide targeting options.