Bid Strategies
Below we list a set of common bid strategy types.
Type | Description | Tactic |
Reach | Build brand awareness | Wide site list |
Retargeting | Retarget site visitors | Wide site list + audience |
Lookalikes | Use lookalikes on a segment to find users similar to the ones in the retargeting | Wide site list + audience |
Contextual Site List | Target contextual site list, no audience use | Contextual site list |
Niche Media | Target category site list or prepare your own site list | Public or private site list |
Consider Reach
The impact of your message will be proportional to the number of unique people exposed to it. In the age of data driven advertising, niche targeting certainly is powerful and should be used. For prospect, keep track on the unique users that you target and find.
Banner Formats
Look at the top formats of your selected site lists to get guidance in what creative formats to produce.
Estimating Budget & Max CPM
Estimating Media Cost
By clicking on the site id of a given site, an inspection view will show the average paid CPM at different percentiles. This gives an indication of the media cost for a given site.
As a rough rule of thumb:
Display: 35 SEK CPM
Display retargeting: 50 SEK CPM
Video outstream: 80 - 140 SEK CPM
VIdeo instream: 160 - 220 SEK CPM
Estimating Impressions
To estimate available weekly impressions for selected inventory:
inventory unique users * wanted frequency (per week) * estimated average win rate
Remember to consider costs for any audiences + targeting options used. If targeting small audiences, a site list with wide reach is likely needed.
Estimates / Planner Tool
We provide an interactive planner tool that can be used to estimate budget, avg CPM, max CPM, impressions, clicks and unique reach for selected site list, geographical targeting and supply type. Estimated fields may have values entered to put known constraints on estimation.