Reaching a Specific Desired Consumer Audience
targeting is the practice of online
advertisers attempting to reach (target) a specific
desired consumer audience. Ad targeting helps
advertisers boost the effectiveness and efficiency of
their online advertising campaign by finding the right
audience at the right time.
The Network Advertising
Initiative conducted a study measuring the pricing and
effectiveness of targeted
advertising. It revealed that
Ad targeting grows rapidly
in effectiveness. This marketing strategy works by
utilizing browser cookies to track the
visit. Once they leave a certain site, the
products or services they viewed will be shown to them
again in advertisements across different websites.
This is a very effective
marketing technique. It increases the overall conversion
rate by reminding consumers of the product or service
they viewed. This keeps the brand and the product at the
top of the consumerís mind.
Benefits of Targeted Advertising
For the consumer: the ads are more
pertinent and useful for the consumers.
For the advertiser: advertise more to
consumers who have a stronger preference for their
product which leads to
targeting optimizes a
campaign to focus on the shoppers who are most likely to
engage with the advertiserís
brand and respond to its
message. The advertiser can segment its
potential customers based on the products they've
viewed, how far into the purchase funnel they've gotten,
or any other factor.
Ad Targeting Options
Profile Targeting allows you to target your
audience based on key characteristics including age,
gender, location, time of day, operating system, and
Targeting delivers your advertising to consumers
based on their recent online activity, focusing your
campaign on a pre-engaged audience thatís already
interested in the area of your products and
Targeting enables advertisers to reach users
based on their interests and demographics (e.g.
'sports enthusiasts'), and allows them to show ads
based on a user's previous interactions with them,
such as visits to advertiser websites.
enables you to target consumers based on their
previous exposure and interaction with
your brand to
drive conversations or deepen
helps you reach consumers engaged with particular
categories of online content, such as Education,
Entertainment, Finance, or Electronics.