Resonate's Consultative Approach
Customized Online Ad Campaigns Powered by Attitudinal Targeting Data
Resonate Networks works with advertisers and agencies to understand the specific targeting and segmentation requirements of each campaign including attitudinal, demographic and behavioral criteria.
Using its proprietary Attitudinal Targeting, Resonate then determines the mix of web sites that deliver the required target audience segments in the most cost-effective manner.
The advertiser or agency then provides the creative for one or more types of online display ads, including:
- Banner Ads
- Rich Media
- Video
Resonate's Deep Dive Approach to Helping Advertisers Target Web Users
The following sample list of questions for advertisers illustrates Resonate's requirements-gathering process, which results in a number of powerful combinations of Resonate's Attitudinal Targeting criteria:
- What is the objective of your campaign – are you focused on compelling your supporters to take action; are you focused on identifying new members; are you trying to further awareness of your brand or the key issues for which the organization advocates?
- Is it important for you to reach as many of your supporters as possible or it is more important that you reach supporters while avoiding those who oppose your view, so you can minimize the degree to which you inflame and therefore mobilize your opposition?
- If you are executing some form of an activation campaign, to what degree are you looking for volume versus quality of constituents? Are you willing to pay more for those more likely to take action over the long run, or are you just looking to build your database and focus on quality later?
- What is the mission of the organization? What issues are key drivers for the organization, and for which side of those issues do you advocate? Are you interested in communicating with all those who share your view, or primarily the subset who are highly influential in your arena?
- Do you have one or more 'typical' demographic profiles that you use to target your constituents today from your offline research and marketing activities?
- In addition to the issue positions that may be relevant, are there particular orientations that are relevant to your base? For example, do you find strong correlations between individuals' orientation toward government regulation of business, or ideology, engagement level, media consumption, vote history, or other attributes?
- Is focusing your campaign on a particular geographic region of the country, state, legislative district, relevant to your campaign's objectives?
Resonate's Rapid, Detailed Reporting Provides Unmatched Insights
Resonate delivers a flow of rich, easy-to-read, actionable reporting that advertisers need to continuously monitor campaign performance and make rapid strategic and tactical adjustments. Unlike many other ad networks, Resonate provides advertisers and agencies with a real time snapshot of how your campaign is performing.
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Working with Resonate Networks: Smarter, Faster, More Cost-Effective
- Effective: Use Resonate's proprietary targeting methodology
- Control: You can eliminate any site from your buy
- Reports: Specifically built for issue advocacy campaigns
- Teamwork: We work with your staff and existing agency
- Convenience: No difficulty coordinating buys from multiple networks or direct-to-sites