DATA DRIVEN iOL Advertising is the perfect partner to reach your target audience by leveraging an advanced mix of audience insights, data, and content. Discover our data-driven ADV solutions Our audience targeting plans based on socio-demographic data rely on first-party deterministic data collected from registrations to free, pay, and premium services on Libero and Virgilio portals, all editorial properties (DiLei, QuiFinanza, Buonissimo, etc.), and Italiaonline’s directories & marketplaces (PagineGialle, PagineBianche). GENDER Female Male Audiweb Age Groups 18-24 25-34 35-44 45-54 55+ DATA MANAGEMENT PLATFORM Browsing behaviors and habits Interests & Intents Searches made Behavioural audience targeting plans are built on behavioural, interest, and intent clusters of users visiting our properties. We create these clusters through our Data Management Platform (DMP), using precise scoring algorithms and propensity models. With this wealth of data, we deliver advertising messages aligned with the target audience, making ads feel like a service rather than an interruption, which leads to highly effective results. Contextual technology, combined with our editorial expertise, allows us to identify specific editorial trends (Hot Topics) and turn them into audience segments to target. To define a Topic, we use a set of semantic rules that enable us to identify and classify all content across our verticals and segment it by thematic, vertical, and seasonal targets. Our editorial depth allows us to leverage the cross-cutting nature of content and deliver ads across multiple thematic verticals, always in line with the topic of interest. CONTEXTUAL TARGETING based on Semantic Sentiment Brand Suitability WEATHER DATA Current weather conditions Temperature Air Quality Thanks to real-time data provided by our partner 3BMeteo, you can deliver customized ads based on current weather conditions and forecasts (temperature range, snow, air quality, time of day, etc.). This approach ensures that users are exposed to advertising for a product precisely when they are most likely to need it, significantly improving campaign effectiveness. Moreover, customizing creatives based on current weather conditions is a compelling form of engagement that sparks users’ curiosity. To target your audience geographically, iOL Advertising offers Geo-IP solutions that identify the location of a user’s smartphone access point by cross-referencing IP address, Wi-Fi connections, carrier traffic, and more. Additionally, we provide Proximity solutions that analyze movement patterns, defining a center/radius or a polygon (geo-fencing). GEO-TARGETING Country Region Province/County City/Town Local PagineGialle PagineBianche Tuttocittà Virgilio Città 3Bmeteo Advanced technological devices allow for content to be optimized according to screen size and usage context. We can identify most devices and leverage this information to target campaigns based on technological criteria such as device type, operating system, browser, or mobile carrier. DEVICE & PLATFORM TARGETING Device Type (desktop, tablet, smartphone) Operating System (iOS, Android, Windows, etc.) Browser (Chrome, Firefox, Safari, Explorer, etc.) Mobile Carrier (TIM, Vodafone, Wind, etc.) RETARGETING TYPES Display & Video Retargeting Local & Portals Retargeting Sequence Retargeting Geo-Retargeting DEM Retargeting Whether your goal is to develop impactful storytelling, implement lead generation strategies, reduce acquisition costs, enhance customer retention, or more, with iOL Advertising you can plan advanced retargeting initiatives across the entire Italiaonline network, including via DEM. With Data Collaboration, we combine our first-party data with that of another organization (brand, retailer, etc.). The data interactions are always privacy-safe and GDPR-compliant, as they take place in a protected clean data room environment. Data collaboration enables the activation of advanced targeting solutions across our media network, with the aim of unlocking new use cases and enhancing communication effectiveness. DATA COLLABORATION CRM Match Inclusion CRM Match Exclusion CRM Cluster Targeting Audience Extension Italiaonline is integrated with the most common identity systems available on the market. This allows us to create people-based advertising campaigns with a high match rate across the Libero and Virgilio portals, as well as the entire Italiaonline network. We support advertisers in the creation of dynamic creatives, which offer the ability to dynamically customize graphic and textual elements based on data such as the delivery context, geographic location, time of day, distance from a store, weather conditions, and more. The more targeted and adaptable the message, the higher the likelihood of capturing the audience’s attention. VARIABILI Contesto di erogazione Provenienza geografica Fascia oraria Distanza da punto vendita Condizioni meteo Send us your request and we’ll get back to you soon. Audience, Data,
and Content Planning based on socio-demographic data
Behavioural-Based Planning
Contextual-based planning
Contextual planning with weather data
Geo-Based Planning
User Device/Platform-Based Planning
Retargeting-Based Planning
Data Collaboration Planning
IDENTITY SYSTEMS
DYNAMIC CREATIVES
Data-Based Personalization
Data-Driven ADV Formats
Explore iOL Advertising’s ad formats best suited for data-driven campaigns, along with their technical specifications.
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