From very established and well used targeting strategies migrated from offline media several years ago through to the most advanced techniques only available in an online environment, multiple targeting strategies exist for the online advertiser.
demographic login targeting
Some websites require users to submit demographic information in order to use the site. The largest opportunity for this style of targeting is across Hotmail, attracting over 5 million users per month. Advertisers can select the age and sex (plus other interests) and run display advertising to only this chosen target audience. Provided the user has accurately recorded their actual demographic information, this results in a very low media wastage strategy.
interest login targeting
Similar to demographic targeting, users are prompted to communicate Interests through initial sign up. For example, advertisers who wish to target users who have signed up as interested in Ã«sportsÃ regardless of age and sex targeting may display ads to this group only. Similar to demographic targeting, advertisers experience very low wastage levels.
Across most portals in Australia now, advertisers can target online inventory targeting at a state level. This targeting opportunity is based on an ad server reading a computers IP address, but this is not fool proof. This allows advertisers to advertise on nationally targeted websites, such as news and information based websites, but only deliver impressions to select states within Australia.
Without evening knowing it, internet users can announce to a publisher a particular behaviour. A user can visit an automotive section on a portal and then be tracked across the network and targeted in Ã«non autoÃ environments, such as news.
For example, through behavioural targeting a user could visit drive.com.au and then within hours or days later be advertised to as a Ã«automotive behavioural userÃ across theage.com.au or smh.com.au.
Are you using the above targeting strategies? Are you getting the results you want from your online strategy? Want to learn more about online advertising but donÃt know where to start? P3Digital can provide digital up-skilling workshops for advertisers to help you achieve maximum value from your online media with knowledge to use in everyday marketing scenarios.
To find out more contact P3Digital today in Sydney on 02 8399 0922 or Melbourne on 03 9682 6800 or email firstname.lastname@example.org
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