The tool is an effective mechanism to put brands and their marketing messages in front of the most relevant local audience to deliver a truly tangible return for Archant’s advertising customers, says the company.
The GoTarget Display product has been built by Archant as part of an expansion of its digital advertising offering. The product allows advertisers to reach more specific targeted audiences, both on the Archant network and, when necessary, across the rest of the web through highly targeted audience extension. Advertisers can use GoTarget Display in conjunction with Archant’s large portfolio of print products so they can communicate with customers across the UK.
Utilising Archant’s understanding of audiences and the communities it serves, a wide range of audience segments have been built and will be used to deliver valuable local audiences for advertising customers.
After a soft-launch process, says Archant, GoTarget Display has already seen success with clients such as the University of Suffolk, Bang & Olufsen and Royal Norfolk Agricultural Association. Archant’s average display advertising Click Through Rate is a 400% improvement on the national average and a 200% increase on what Archant saw on its network for untargeted display in 2015.
Archant says it is continuing to see appetite grow for the product and is also developing further ad tech products for launch over the course of the next year.
Craig Nayman, Chief Commercial Officer, Archant, said: “As part of our journey to become the best local media company in the UK, we are committed to delivering best in class commercial solutions, with our audiences at the heart of what we do. GoTarget is proof of our desire to continuously adapt this offering to meet the changing needs of our customers, allowing them to benefit from the unrivalled relationship we have with our highly engaged audiences as we sit in the heart of the communities we serve.”
Will Hattam, Chief Marketing Officer, Archant, said: “GoTarget answers a strong need from customers for a simple and smart display advertising proposition. It demonstrates our commitment to digital innovation and ensures we are offering SMEs access to the cutting edge targeting methodologies and technology that can really help their businesses thrive.”
