July 27, 2015

Audience Buying Made Simple

What If I told you there was a way to get your digital display ads in front of people researching your competitors online? Would you be interested in getting your ad in front of people who are reading about your service in a news article or people who visited your donation page, but still haven’t donated?

You can do all of this and more with audience buying. And it’s no longer just for the Nikes and Coca-Colas of the world. It’s affordable and accessible for small nonprofits and large organizations alike.

What is audience buying? Simply put, it is the shift to buying audience segments based on data collected on them vs. buying ad space on one or two sites. Through audience buying, brands can identify the audience they want to reach and then ads will show up for that audience on a multitude of sites that they visit.

If you are only buying digital display ad space directly from handpicked sites, you are likely missing a big opportunity to get in front of your true audience—or helping them progress down the sales funnel. This is especially true for organizations that have a specific product or service niche, or are advertising in a small geographic location.

Four reasons to consider audience buying:

  • Better reach 
    You can reach your audience no matter where they are online, resulting in fewer wasted impressions than advertising on one site alone. Audience buying also expands your reach by putting you in front of people who fit within your target audience but who may not visit sites where you currently advertise.

  • More precise targeting 
    You can reach your audience more precisely. Parameters can range from targeting a user based on what they are reading online to what they are buying, what they are searching for, their job title and beyond.

  • More affordable
    Audience buying is purchased with a dynamic CPM, which means your bid is flexible and you only pay what the impression is worth—giving your budget more impact (think Google Adwords).

  • Better results
    Because you are reaching the intended audience, you will see better results and more qualified leads.