Moving targets
MANILA, Philippines — 41% of respondents from the Digital Advertising Alliance survey prefer online ads directed towards their interest, while only 16% prefer random ads, reports ATEX, an advertising and content management system (CMS) company.
60% of users completely ignore untargeted ads appearing on websites they frequently visit as shown in other studies that used eye-tracking technology.
“Online targeting is all about defining your target audience and marketing the product with a message that drives the consumer to brand support or action,” explained in the Certified Digital Marketer (CDM) Program.
“With this, marketers and advertisers can do program management by executing digital campaigns with search, social, mobile, and display ad networks.”
Defining the target market’s preference is now made easy through the use of high technology software, but mostly from data and insights culled from their profile or online behavior.
ATEX says there are eight (8) methods to target your audience but for brevity’s sake, the Internet Marketing Agency (IMA) outlines the top two methods – Standard Targeting and Behavioral Targeting.
Standard targeting includes location (geography, time of day, languages), demographic (gender, age, economic spectrum, household income), technographic (browsers, operating systems, connection speeds, and screen resolutions), and inventory (websites, publishers, categories, and channels.)
Behavioral targeting is a technique used by online publishers and advertisers to increase the effectiveness of their campaigns through information collected on an individual’s web-browsing behavior, as defined by Blue Fountain Media. When used properly, this type of targeting can yield high conversion rates because the marketer can customize the ad to appeal to its target market.
Learn how to advertise your digital campaign ads with precision in the Digital Media Planning Specialist Track of the Certified Digital Marketer (CDM) Program.
Request for the course syllabus at imadigitalmarketer.com or call 0928-506-5382 advt
