Pioneer Utility Resources//Solutions//Digital Advertising
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Digital Advertising

Are you leveraging digital advertising technology to get targeted, relevant messages to your consumers?

If you’re not engaging your audience on multiple social media platforms, websites, and platforms, conversations are being shaped without you. Data and analytics are essential tools to help you decide how to educate and inform your target markets.

Targeting Options

Tired of paying for people who can’t use your services to see your ads? Digital advertising technology makes it easier than ever to reach the people who matter most to your utility. Show your ad to targeted audiences based on:

  • Demographics
  • Online behavior
  • Offline behavior: Where people have been recently with a mobile phone (location, business, store).
  • Location: Address list or people who visit specific spots.
  • Search Terms: Keywords related to your message.
  • Contextual: Ads placed on websites related to a campaign. Target up to 500 keywords.
  • Artificial intelligence: Based on who already interacts from you, what other like-minded people might be interested in your message?
  • Retargeting: When someone visits your website but does not finish an action, ads follow them on other websites.

Every utility is different. Advertising tactics depend on the audience, how you’re trying to target them and utility goals.

Digital Ad FAQ

The Search or Pay-Per-Click (PPC) ads will be the ones that show up in the search engines. When someone types “Internet service [Town Name]” or something similar, that’s where your ads will be bidding against competitors to show up at the top of the search.

Conquesting, behavioral targeting, addressables and retargeting will all show up as display ads on sites people are visiting (minus any adult sites, which your ads would be blocked from). That’s often news sites, but could be weather sites, recipe pages, message boards, sports blogs, etc. All of those would only be for folks in your geographic area who meet the criteria we’ve built out (such as having visited your site before).

For fiber providers and utilities we work with, everything gets a geo-filter because unlike a car dealership or hospital or coffee shop, you can only serve a very specific geographic area. All of our ads — no matter what tactic — have a layer of geographic filtering to keep you from wasting money. Some of the ads can get down to the addresses, whereas others like some video or audio options can only do zip codes. The one caveat is that if someone is using a VPN or other service that masks their location, that will confuse the targeting for that individual.
Yes, but the rules are different. Please read more here in our recent blog post.

Pioneer can help. We understand your mission, and we have been translating that message to print and digital spaces for decades. Our digital campaigns help engage your consumers and tell your story.

Ready to start engaging consumers online?