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CPM Advertising FAQ

Questions about Online Advertising With Pinpoint Persuasion

What are the specifications for your online ads? online ads
Once Pinpoint Persuasion has my ad how long does it take to get the ad online? advertising timeline
How does Pinpoint Persuasion decide where to place my ad? CPM ad placement
Why can't I see my ad online? viewing banner ads
Can you get my ads placed in and entire section of a website or for the page of a specific columnist? CPM ad network
What is Pinpoint Persuasion's privacy policy? privacy policy
Does Pinpoint Persuasion work with online advertising consultants? online advertising consultants
Why does my report show results for websites that are not local to my campaign? local online advertising


Questions about CPM Advertising

What is geo-targeting? geo-targeting
What is a click-thru rate? click-thru rate


Questions about Online Advertising With Pinpoint Persuasion

What are the specifications for your online ads?
Online ads have standard specifications for size. Unlike print or television ads, online ads also have a resolution and encoded programming for animation, data input or links to other websites. These options allow online ads to be dynamic and interactive—but they also add to their complexity. Most ad specs are based on standards from the Internet Advertising Bureau (IAB) . Spot-On will help you understand and meet these specifications so your ads have the right format to display properly on your online media targets.

Once Pinpoint Persuasion has my ad how long does it take to get the ad online?
Once we have your ad—and provided it meets
online ad specifications—it will be up and displaying within 72 hours. Some media sites have additional approval processes that can add to the time between submission and implementation.

How does Pinpoint Persuasion decide where to place my ad?
We match your targeted voter requirements to online media using our extensive database of demographic data. This database includes information from our publishing partners and third-party data providers that specialize in analyzing website traffic.

Why can't I see my ad online?
Internet advertising is dynamic; at any given time, several ads may be running in a single spot on a website. Internet technology allows these ads to change from reader to reader. Your ad will display a certain percentage of the time in a particular spot based on a schedule determined by the amount of traffic, time of day, and type of viewer. In this way, online advertising is more like television: you're buying "time" versus a static print impression. We track and report statistics that show how many times your ad has been displayed on a particular site.

Can you get my ads placed in and entire section of a website or for the page of a specific columnist?
Yes, many newspapers and websites have sponsorship opportunities, or special ad buys, for specific writers or sections. For example, many online media outlets sell large ad buys called a "roadblocks" which allows your ad to dominate a page for a specific time period without sharing that spot with other rotating ads.

What is Pinpoint Persuasion's privacy policy?
We will never share any information about you, your clients' ad buys, client lists, or any other information about you without your specific permission.

From time to time, we may aggregate ad data to discuss the general trends of the political online advertising business, but no specific details about you or your clients will be shared with anyone without your permission.

Spot-On may contact you via email with special offers, site information, and industry news, but we will never sell or give away your email address or other information to any third party.

Does Pinpoint Persuasion work with online advertising consultants?
Yes, all our schedules are agency commissionable. We are happy to work with media buyers as well and can provide references for our past work. For more information, see our Terms and Conditions.

Why does my report show results for websites that are not local to my campaign?
No matter where they're located, large online media companies compete for readers across the nation and around the globe. They use geo-targeting to display ads to readers by their location. That's why you might see sites such as Wall Street Journal or The New York Times in your ad schedules.

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Questions about CPM Advertising

What is geo-targeting?
On the Internet, geo-targeting uses data on the physical location of a website or a reader to deliver information. Geo-targeting can be used to target locations within the site's home base, for instance, only showing ads in particular ZIP codes or towns so ads can be targeted at a particular group of voters.

Geo-targeting can also be used by websites to target viewers in a specific geographic location. That's why a site based in New York City might show ads for a California campaign - but only to readers from California. Readers from New York City - or from Dallas or anywhere else - won't see the ad, and you only pay for the viewers you want. Not every site has this capability. Pinpoint Persuasion's team of experts can help you make that decision so you always spend your money wisely and reach the voters you need.

What is a click-thru rate?
A click-through rate, or CTR, is the number of times viewers took action on an online ad, i.e. clicked on the ad and went to another site. When a reader moves from an ad on a specific news outlet to a campaign website, they have clicked through.

Click-through rates can vary based on the look and feel of an ad's design and message, as well as with its placement, size and the number of other ads displayed on a page. In general, the more an ad is seen, the higher the click-through rate will be. Ads calls to action also generate higher click-through rates.

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Insider Tip: Campaign Tools

Facebook, the social networking site, has become a key part of any online campaign operation. At Pinpoint Persuasion, we have a set of best practices that will help you get the most from Facebook as a campaign tool.

Insider Tip: Use Local Online Ads

Today’s voters have literally thousands of information sources to choose from. They use the Internet at work, at home, on laptops and mobile devices. Pinpoint Persuasion's database of demographic data sifts through this multitude of choices to reach voters on the right sites and the right devices.

Insider Tip: YOU Make Banner Ads Better

Put a face on your ad. It's clear that voters respond better to ads carrying the candidate's face. We've seen higher than usual click-through races for ads carrying pictures of candidates.

Insider Tip: Stretch Your Ad Budget

Local campaigns often have small budgets. Pinpoint Persuasion's "Virtual Slate Cards" are a good way for consultants or organizations to combine ad buys and have enough money to cover a community or city-wide buy.

Insider Tip: Media Buying Planning

Pinpoint Persuasion will provide you with metrics during and at the end of your campaign. But you can also get a look - for free- about how a site is performing. Just have your web master install Google Analytics.

Insider Tip: Internet Advertising Standards

To learn more about online advertising standards, visit the Internet Advertising Bureau site. Or call us and we'll walk you through the details of creating an online ad with the right specifications.