FAQ

What does SNipER do?

Through a unique series of patented technologies, you can precisely target households online using banner ads, display ads, and video. Geo-targeting uses groups of IP addresses to target an area. But SNipER uses individual IP addresses to target specific households or locations. SNipER reaches exact targets rather than blanketing an area.

Where will my ads appear?

We have access to place ads on over 1,000,000 websites that include 30-50 billion advertising impressions per day. Popular sites where your ads can appear include MSN, CNN, Yahoo!, and email portals.

Can I control who sees my ads?

Yes. This control is one of the primary benefits of the SNipER platform. Your ads are targeted to specific households with laser-like accuracy.

What targets can I use for my advertising?

You can use an address list, zip code list, map location, or specific business locations (like a stadium or airport).

I have a customer list, membership, prospect list – can I use this service?

Yes. Our technology can be applied to any list of physical addresses. If you have purchased a list from a broker or other source, you need to check on any restrictions on the use of that data. We use client provided data and, as part of our advertising agreement, requires an acknowledgement that you have the rights to use any list you provide.

Do the online ads go to everyone on the list I give you?

We can deliver anywhere from 50% – 95% matches on the physical addresses you provide.

How many ads should I display per target?

It depends on your message, campaign length, and other variables. Typically, we recommend between 20-40 impressions per ad campaign.

Does the system use cookies?

No. For SNipER, the IP addresses of specified households are already known, so there is no need to use cookies for primary targeting.

What sort of reporting can I get?

We provide reports that include impressions served, clicks, conversions, and clickthrough rate (CTR).

How is SNipER different than PPC?

PPC (Pay Per Click) advertising relies on a user searching for a specific keyword. Ads are placed on the search results page, with the hope that the consumer will click on the ad. You pay when the prospect clicks on the ad. SNipER delivers ads to a predetermined audience. The user doesn’t need to be searching for you to see your ads.

What size ads do I need?

Creatives should be within the dimensions below. We recommend that clients have at least one creative in each size to maximize available ad inventory.

While we can run campaigns with fewer sizes, it will limit the inventory available and may result in the campaign taking longer to serve the ads you purchased.

  • 300×250 – medium rectangle
  • 728×90 – leaderboard
  • 320×100 – mobile banner
  • 160×600 – wide skyscraper
  • 320×50 – mobile leaderboard
  • 300×600 – filmstrip

Should I use this service for my entire advertising needs?

No, SNipER is a part of an integrated media plan. We simply replace a portion of your traditional media spend and make it more effective.

Can I make sure my ads do not appear on specific sites?

Yes, by default we will not serve ads on adult or “vice” sites. Additionally, sites with a history of low quality or fraudulent traffic are also eliminated.

What file formats are the ads created with?

All banner creative sizes need to be less than 40 KB. JPG, GIF, and PNG files are all supported. We do not support Flash files or auto-initiated ads.

Can you prepare the ads for me?

If you need them created, absolutely. For each campaign, we will create a set of 6 ad creatives (1 per each recommended ad size).

How can I make my ad campaign more successful?

Comply with the ad standards discussed in this FAQ, have a compelling ad, then confirm your target list is current and includes only topical targets. Additionally, implement conversion tracking where possible – such as thank-you pages and email signup confirmation pages.

How should I measure success from my SNipER campaign?

We encourage our clients to focus less on clicks and more on conversions. Additionally, our most compelling return on investment data comes from post-campaign Proof of Performance (POP) report. For example, comparing your customer target list to your list of actual sales is one of the most effective methods to determine the efficacy of an individual campaign.

Are there any setup fees?

No.

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