Interview with Romain Fonnier, Marketing Consultant
Hello Romain, thank you for accepting our interview! We’re delighted to be able to feature AD6 Media on our blog and discover your performance-based display solutions.
Can you introduce us to Ad6 Media?
Ad6 Media is an advertising network created in 2010. Historically, the company started out in the French market, before becoming a European advertising network. The company is characterized by its independence and a strong technical dimension: an Adserver and proprietary targeting and optimization technologies for optimum control of distribution. Our targeting technologies are based on the optimization of media and data segments. We target groups of Internet users by center of interest in affinity with our campaigns. On the commercial side, Ad6 Media specializes in pure performance campaigns.
For which advertisers is your solution intended, and what advantages does it offer?
Our solutions are aimed at advertisers looking for performance, who are still customers of affiliate platforms. We don’t work with direct advertisers for organizational reasons, and to avoid competing with the affiliation platforms that have always been our partners. It’s also essential for us to have a trusted third party for tracking. We offer premium display advertising based on performance models (CPA/CPL). Our solutions enable us to attract customers/prospects by addressing advertisers’ ads on the majority of inventories in Europe. We work mainly on 2 formats: Footer and Slide-in, which stand out for their impact and visibility for advertisers. The advantage of working with ad6 media is that we have access to the market’s top broadcast media, via high-visibility formats and within a 100% performance framework. This means unrivalled reach in affiliation.
Can you give me an example of a Targeting strategy for the Fashion vertical?
With pleasure, even if it’s a bit technical! We use this type of methodology to manage our campaigns. For targeting, we combine several approaches:
- Socio-demo
- Audience Targeting / Affinity centers of interest (via available audience segments)
- Contextual Targeting (fashion / leather goods / leather…) when data available
And we set up 3 broadcasting setups according to the degree of intent of the web users detected (probability of conversion)
- 1/ “Normal” (for swarming)
- 2/ “Medium High” (a majority of targeting criteria)
- 3/ “High Booster” (with a higher CPM when more than 80% of targeting criteria are confirmed)
What advice can you give to advertisers looking to activate display affiliation?
To have a modern conception of digital advertising by accepting the concept of audience planning, which prioritizes intentional user profiles, as opposed to old-fashioned media planning, which focuses solely on distribution domains, ignoring performance. To get away from the clichés of “Home websites for home advertisers” or “fashion websites for fashion advertisers”. Intentional web surfers are everywhere, and their browsing habits are as diverse as they are varied. For example, many intentional users are found on news or sports sites for Home/Fashion advertisers. It’s important not to restrict yourself to certain types of site, which would automatically lead to a loss of reach. Affiliation must remain a lever for performance, not a way of saving money on Paid Media that works on a CPM or CPC basis. Accept the principle that it’s web users who place the orders, not the distribution media. If you only want a limited selection of sites, you’re going to lose significant reach, and if you only want certain media, you’re going to lose just as much volume. It’s counterproductive to cut yourself off from the majority of your potential customers. Affiliation complements Paid Media.
What are the advantages of working with an affiliation platform like Casaneo?
Casaneo has the advantage of specializing in Home/Fashion themes. This specialization allows us to be closer to advertisers in these sectors and to listen to their needs. The platform works well technically, and the management teams are responsive and attentive.
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