Digital Advertising Guide

The Complete Guide for Today's Digital Marketer

Download Now
 
Page 27 of 73
 

Run of Media

Run of media is the broadest form of targeting, and there are several ways to implement it. Tactics include run of network, run of channel, run of site, run of section and contextual targeting. Typically, run of media targeting is used to align a brand with certain, desirable areas of content.

Run of Network

Run of network targeting is offered by ad networks. It reaches everyone who accesses any website across the entire network. For example, if a marketer purchases a run of network media buy, its banner ads will be served across the thousands of websites that are part of that network.

Run of Channel

Run of channel targeting is also offered by ad networks. In this form of targeting, websites within an ad network are grouped by contextual relevance. This allows a marketer to have its ads served across all the properties within the network that include relevant content. For example, instead of running media across all the sites in a network, a marketer may choose to only run on sports websites, also called the sports channel of the network. Run of channel may also be called content or contextual targeting.

Run of Site Targeting

Run of site targeting is offered by publishers. It reaches everyone who accesses any page on the publisher's website. For example, if a marketer purchases a run of site media buy, its ads will be served on all pages of the site, versus a specific page or section.

Run of Section

Run of section targeting is also offered by publishers. Similar to run of channel targeting, it allows marketers to select desirable content areas, versus having all sections of the website included in the media buy. For example, instead of running across a publisher's entire website, the marketer may choose to only run within the finance section of the site. Run of section may also be called content or contextual targeting.

Contextual Targeting

Contextual targeting allows marketers to target individuals who are viewing webpages containing relevant or desirable content. Websites and networks use algorithms to crawl webpages, find designated keywords, understand the context of the keyword within the webpage, then serve the marketer's banner ads if appropriate. For example, if an automobile brand purchases a contextually targeted media buy on a network, the brand will first build out a list of relevant keywords for its ads to show up against. These keywords may stem from search queries and may include words like "2013 model," "best car," or "auto reviews," as well as branded and competitive terms. Once the keyword list is developed, the ad network will run through all the websites in its network to find webpages where the selected keywords appear and show the automobile ads on those webpages, because the content is relevant to the campaign.

Page 27 of 73
 

Digital Advertising Guide

The Complete Guide for Today's Digital Marketer

Download Now
 

Knowledge Center

Learn. Share. Succeed.

  • Infographic

    Search Marketing Map

    Learn to navigate the ever changing landscape of Search Marketing. Live links to over 281 websites, apps, tools, and events, broken into 26 categories.

  • Guide

    Crafting the Customer Journey

    Learn how to craft and deploy powerful customer journeys.

  • Infographic

    Lead Gen Metrics Timeline

    The lead generation metrics needed to truly “close the loop,” marking the journey from spend to MROI (media return on investment).

  • Video

    The Power of "And Then What?"

    Learn how all elements of digital marketing work together.

  • Video

    Integrated Digital Marketing

    How all elements of digital marketing work together in 2 minutes.

  • Infographic

    Social Media Map

    Explore the evolving social media marketing landscape. Live links to more than 390 sites, apps, and tools broken down into 25 categories.

  • Infographic

    AI Marketing Map

    Learn to navigate the ever-changing landscape of Artificial Intelligence Marketing.

  • Video

    SEM Success for B2B

    Learn how you can afford to be at the TOP for all of your terms, maximize conversions while maintaining quality.

  • Webinar

    Always-On ABM

    Webinar slides and video with tactics you can start using right away.

  • Webinar

    17 Ways to Integrate SEO & Social

    Webinar slides and video with tactics you can start using right away.

  • Infographic

    ABM Roadmap

    Critical components of a steady-state ABM program

  • Webinar

    Ultimate SEO Dashboard for CMOs

    Webinar slides and video with tactics CMOs can start using right away.

  • Video

    5 Digital Pillars of Ecommerce

    Drive e-commerce success! Watch the 5 Digital Pillars of Ecommerce.

  • Webinar

    Becoming a Marketing Engineer

    Webinar slides and video. Learn how to craft the customer journey.

  • Video

    Quick Start Marketing Automation

    Learn how to quickly launch nurture campaigns.

  • Video

    The Secret to Content Marketing

    Learn the Secret to Content Marketing in 2 Minutes.

  • Video

    The Social Media Share

    This 2-minute video explains the power of the social media share.

  • eBook

    The Digital Advertising Guide

    Get your head around the many advertising options available to digital marketers today.

  • Guide

    14 B2B Social Media Tactics

    Guide to weave your content into the social fabric of the web and your industry.

  • Infographic

    Demand Gen Infrastructure

    Drive. Capture. Convert. Optimize. Drive traffic, capture leads, nurture prospects, and optimize for an ever increasing ROI.

  • Guide

    The Native Advertising Guide

    Get The Native Advertising Guide and wrap your head around the native ad formats and platforms that will make you a successful digital marketer.

  • Presentation

    Google Gallery

    Explore how Google’s results page has evolved with 54 images illustrating 16 years of development.

  • Infographic

    Google World Infographic

    Visualize the world of Google's companies, technologies, and services. Get the PDF with live links to over 200 assets.

Dev Tool:

Request: dag/desktop-laptop-display/targeting-run-of-media
Matched Rewrite Rule: ^dag/(.*)/?
Matched Rewrite Query: page_id=810&file=desktop-laptop-display%2Ftargeting-run-of-media
Loaded Template: dag.php