Targeting
The secret to a successful advertisement doesn’t lie in the number of people who see it, but in the relevance of the chosen target. Selecting the right targeting parameters ensures your budget is spent effectively by reaching the people most likely to take an interest in your brand.
The options available in Atelier Direct vary based on the ad distribution method you select during campaign setup:
Targeting Type | Reach a wide audience | Target a specific audience |
Geographic areas |
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Entire readership |
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Gender |
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Specific audiences (areas of interests) |
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Note: For in-text video, only geographic targeting is currently available via Atelier Direct.
Best practices
Before launching, consider the following to ensure your campaign performs at its peak:
Know your customer: Identify where your potential clients live, what interests them, and which of their needs your product solves.
Find the "sweet spot": Avoid targeting that is too broad (which wastes budget) or too restrictive (which limits visibility).
Monitor and adjust: Keep a close eye on your Click-Through Rate (CTR) and adjust your parameters in real-time to optimize performance.
Commons questions
How do I add or modify targeting in an active campaign?
To update your targeting, follow these steps:
Go to the Campaigns section in the blue column on the left.
Click the three dots next to the campaign name.
Select Edit.
Use the navigation points at the top to return to the targeting step.
Are there other targeting options available?
While Atelier Direct offers simplified self-serve options, La Presse provides advanced targeting segments for larger campaigns (minimum budget of $3,000 required):
Demographics: Age groups, income levels, education, or owner/renter status.
Niche interests: Alcohol or coffee consumption, travel preferences (e.g., Europe, Sun destinations), etc.
Weather-based targeting.
Segment exclusions/inclusions or specific content targeting.
Data cross-referencing.
Retargeting users who have interacted with your previous ads (advertiser segment).
These campaigns are managed by our advertising consultants rather than through the Atelier Direct platform. Please note that the Cost Per Thousand (CPM) for these formats is higher than the self-serve rate (a $5,000 minimum budget is required). If you are interested in this option, please contact us at pub@lapresse.ca.
Why am I not seeing my advertisement?
Impressions are delivered dynamically. It is your targeting (interests, location) that determines who will see the advertisement.
Since La Presse delivers a vast number of impressions every day, it is possible that you may not see your own ad, even if you fall within the targeted audience and geographic area.
Rest assured, the impressions you purchased will be delivered.
Would you like to see how your advertisement appears in our editions? Consult the Ad Previews in La Presse section of our Help Center.