While TV excels at delivering audience reach it’s just not very granular and pre-roll doesn’t have enough scale and inventory on the web to deliver meaningful targeting beyond basic content targeting.

In the TV world, targeting is done by content association. An auto company wishing to reach consumers who are likely to buy a luxury car will target TV shows that are likely to attract the affluent demographic that defines their target market. Often only a fraction of the audience to those TV shows will fit their target profile, and much of the advertising is wasted on consumers who are unlikely to consider purchasing a luxury car. Because TV advertising is executed at the coarse grain level of TV shows, there is simply no way to focus your advertising only on consumers who have the greatest propensity to purchase your product.

In the online display world, targeting is done at the consumer level and leverages fine-grained segment data that allows advertisers to engage with consumers they identify to be in their target market and who have the greatest propensity to purchase their product. Although online display advertising offers the most advanced targeting of any media, once you find the right users in your target market, simple banners ads cannot emotionally engage and connect a consumer to a brand in the same manner as TV ads.

At Firefly Video we combine the state-of-the art, sophisticated targeting techniques of online display advertising with the emotionally engaging power of TV ads.

Multi-Dimensional Audience Targeting
In addition to content targeting, Firefly Video brings a world of targeting options to advertisers. To achieve fine-grained targeting, large scale is required in order to reach enough consumers in any given segment. We accomplish that by being able to target within our online universe of 220 million people and this enables advertisers to efficiently reach their most desirable prospects – with little or no media waste.

Imagine being able to reach consumers who are in-market for a 4-door Sedan or in-market to travel and looking to buy a ticket from NYC to London, or in-market to shop and looking to purchase a baby stroller… and have them request to see your most compelling creative. Firefly Video offers many such in-market targeting options. Or target by lifestyle, and identify people who are getting married or are college-bound. Target by geography and exclusively reach residents of Chicago or Phoenix. Target by demographic and present your best creative to people who make over $100K or are 25-34 years old. Target by day part and reach people only during business hours or selectively in the evening. You can even re-target and connect with people who have demonstrated their interest in your products by visiting your site, but have left your site without becoming a customer.

With the surgical targeting that Firefly Video offers, advertisers can heavy up on their most desirable customer segments and that is extremely complementary to the rest of the TV or pre-roll buy.