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Not All Online Advertising Networks are Created Equal! Why is Specific Media Better?

Specific Media's extensive insight into actionable consumer data is unmatched in the industry. When integrated with the company's advanced targeting platform and Premium Network, this powerful combination gives advertisers the ability to target consumers with unsurpassed scale and accuracy. For case studies, information and more visit ADP Digital Advertising is proud to provide the Specific Media Ad network within their suite of Digital Advertising solutions. Visit

Specific Media's user targeting technologies deliver superior results for advertisers.

Even the online industry needs a revolution.At Specific Media, we’re revolutionizing the way advertisers connect with their target audiences online. Our suite of targeting capabilities, name brand publisher network and consumer data advantage enable you to reach your desired audience in a quality environment, and our exclusive reporting capabilities prove it.

Targeting Technologies
Comprehensive suite of targeting capabilities reaches your specific target audiences online Premium Network
Name brand publishers ensure positive brand associations

Data Network
Provides extensive consumer insight that increases targeting scale and accuracy Audience Intelligence
Pre- and post-campaign reporting eliminates guesswork and validates campaign effectiveness

In addition, our Performance Network specializes in developing customized marketing solutions for direct-response advertisers, delivering more than 1 million customers and qualified leads each month.

Drives leads, sales, downloads and other direct marketing objectives
Campaigns delivered through display, email, newsletters and text
Customized microsites, portals and surveys provide brand protection in a quality online environment

Personally Identifiable Information (PII) is not included in Specific Media’s consumer data.

Wish you could connect with your specific demographic market online with scale and accuracy?Our Demographic Prediction Technology predicts age, gender, ethnicity, education, household income and household type.

Until we came along, online demographic targeting was merely buying websites with high percentages of a desired demographic audience. Through our advanced proprietary Demographic Prediction Technology, we are the first and only advertising network to offer user-based demographic targeting with scale and accuracy.

Demographic TargetingOur Demographic Prediction Technology targets consumers throughout our Premium Network.

Household Income
Household Type

10/10 ads reach your
desired target audience
Demographic TargetingTarget Demo: Males
Target Category: Sports

Website Audience Composition
Male 55%‡
Female 45%‡

5/10 ads reach your
desired target audience
‡ Results based on audience composition across top 10 sports sites according to comScore, April 2008

No website’s audience is 100% Male, Female, Android –you get the point. Targeting websites guarantees that a portion of your ad impressions will be wasted on website visitors who are outside of your target demographic audience.

We target people, not websites. Our Demographic Prediction Technology reaches your exact demographic audience with unprecedented scale and accuracy, eliminating wasted impressions.

Is it too much to ask that your message reach the most receptive consumers? We think it’s smart. We’ve developed a unique Behavioral Targeting Index that scores online consumers based on interest and intent.

Other advertising networks behaviorally target past visitors to endemic websites within their networks that are geared toward particular market segments, but this limits their ability to scale your campaign. Plus, it’s not as specific. Our unique user-based approach is more targeted, making your campaign more effective.

Scenario: You are an Airline Company looking to get your message in front of Airline Shoppers online.

Other Advertising Network Way
Tag everyone who visited one of the generic travel websites in their network as Travel Shoppers.
Hope you didn’t actually want to scale your campaign since there are only a limited number of endemic travel sites on their network to begin with. Serve your air-travel ad to these Travel Shoppers the next time they visit other websites in the network. Hope you don’t notice how many of your air-travel ad impressions they just wasted on Car Rental Shoppers, Cruise Shoppers or Browsers.

Smarter Specific Media Way
We collect anonymous data across our Data Network, reaching 95% of online consumers.
Our Behavioral Targeting Index assigns a score predicting interest and purchase intent.
Because our technology is based on more data points than any other network, we can distinguish between high-intent Air Travel Shoppers versus Generic Travel Shoppers or Browsers.
The combined size of our Data Network and Premium Network enables us to get your air-travel ads in front of more high-intent Air Travel shoppers than any other ad network.

When it comes to our contextual targeting technology, content is king.Our contextual targeting technology delivers your ads to the right audience at the right time in exactly the right place.

We classify web content into more than 3,300 categories, so you can reach interested consumers through top-level categories such as Automotive or focus on granular sub-categories such as Trucks and Ford.

Our sophisticated technology yields highly targeted inventory outside of and in addition to standard category placements offered by other advertising networks.

How we do it:
We analyze web content and meaning to classify each web page in real-time and assign a Content Relevancy Score (CRS) based on more than 3,300 categories.
Based on the pages’ CRS, we deliver your automotive ads to consumers who are actively viewing automotive-related information.
Your ads appear not only on category-related websites, but also on news and editorial sites related to your product. Furthermore, our contextual targeting technology filters negative content, so your ads appear in only positive contexts.

Why advertise to all moms in America when you only want to reach moms in San Francisco?Use our geographic targeting technology to target your ads based on:
DMA (Demographic Metropolitan Area)
Postal Code
There are choices for geographic targeting, but if you want to reach demographic or behavioral audience segments within a specific geographic location, we’re the best choice.

Based on IP address information, we enable you to target geographically in order to increase brand awareness within specific regions. You can even advertise to multiple geographic audiences simultaneously with customized creative and messaging for each region, optimizing relevance and effectiveness.

When consumers need a little extra encouragement.How do you encourage consumers out of the consideration phase and into the action phase of the sales cycle? Our retargeting technology is a great place to start.

Retargeting technology enables you to continue a dialog with your target audiences throughout our Premium Network, delivering the highest conversion rates of any targeting method. To ensure that you make lasting impressions at maximum efficiency, we implement frequency caps on retargeted ads.

RetargetingIdentifies your website visitors and shows them your ads across our Premium Network, increasing the likelihood that your previous visitors will reconnect with you and complete a desired action.

RetargetingIncreases your campaign’s frequency and effectiveness by reconnecting you with consumers who have previously seen your ads in category placements outside of our network.

By combining retargeting technology with our other targeting methodologies, you will maximize your campaign’s performance and increase brand and product awareness among target audiences.

Brand advertisers want brand publishers. That’s where we come in.Since 1999, we have worked with thousands of publishers to create a Premium Network comprised exclusively of name brand publishers, to ensure that our advertisers’ brands are associated with high-quality content.

As the largest independent online advertising network in the industry, we reach more than 150 million U.S. consumers monthly and 225 million consumers globally each month.* By integrating the Premium Network with our proprietary targeting technologies, we are the only advertising network to offer advertisers massive reach to target audiences across quality sites.

Ranked among the top four U.S. advertising networks*
Monthly reach to more than 150 million U.S. consumers and 225 million consumers globally*
Exclusively comprised of name brand publishers, ensuring that advertisers are associated with quality content
* comScore, May 2008

About ADM
The Automotive Digital Marketing (ADM) Professional Community website serves Car Dealers and their management teams, Internet Sales Managers, BDC Managers, Marketing Managers, OEM Interactive Media and eBusiness Managers, Automotive Advertising Practitioners, Web Site Managers, Developers and Designers, Automotive CRM, Lead Management and Information Technology Suppliers as an online exchange for strategy, tactics, best practices, files, resources and contacts within the auto industry.

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