In the Ever-Changing World of Targeting, What is an Advertiser to Do?
Targeting methods include daypart, where advertisers choose to target by a certain time, day or by the season; demographic targeting by factors such as age, gender, education level or income; engagement targeting via conversations with influential people on blogs; geographic targeting by region; permission targeting, such as an opt-in email list, and search targeting when users enter keywords in search engines and then are offered ads based on those keywords which leads to self-targeting.
What it really comes down to is whether the marketer wants to target using information that is known about the user which incorporates behavioral, demographic, engagement, geographic, permission and search targeting. On the other hand, contextual and daypart targeting, that utilize external factors such as the content on the page or the time of day, will also effectively target ads to users.
While behavioral and contextual targeting appear to be the most popular and effective methods for advertisers and web publishers, behavioral targeting will often also incorporate demographic and/or geographic targeting. The implications for advertises who use behavioral or contextual methods are simple. Advertisers will not always know where their creative appears partially because behavioral targeting often includes ads that are launched in reaction to a user’s actions. But, “an ad hoc survey at this Fall’s ad:tech, 36% of respondents cited behavioral targeting among the best performing online ad tactics vs. 31% saying the same about contextual targeting.”
Thus, web publishers need to invest more in behavioral and contextual ad technology with “less than 30% of online publishers support behavioral targeting and one-third do not support even the simpler contextual targeting methods, as Advertising.com data shows.” And since ad networks—such as 24/7 RealMedia,ValueClick, Tacoda, BlueLithium and Advertising.com—increasingly offer targeting, not building in those capabilities will shut you out of this ever-richer revenue stream.”
So, which type of ad targeting is best for your campaign? The best bet is probably to choose a mixture of behavioral, contextual and engagement targeting with some geographic and demographic thrown into the mix for spice.
Reader Comments.
Behavioral targeting has actually been around for along time. For years real estate agents have known that people who have just moved are prime targets for new homes. Granted, there are new ways to implement these old methods of segmenting the market, but overall the types of segmentation haven’t changed a whole lot.
I did like the search targeting. I had not heard of the one. However, this should be approached carefully. It may not be wise for marketers to develop seperate target segments based on keywords. I think marketers should align their keyword choices with their existing target market. Doing anything else will just get you unqualified traffic. In addition, search engines are beginning to use traffic patterns from keywords as an indication of relevancy and in turn rank.
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