Audience research

                                         Audiences effectiveness and methods

Audiences:

One of the most popular techniques currently being used by digital advertisers, audience targeting involves buying and serving ads to a specific audience segment, whether it’s gender, household income, age group, education level, relationship status or hundreds of other specific demographic attributes. The information is typically derived from a combination of both first-party and third-party data, and can easily be selected when deciding how much to bid on available media inventory.

Behavioural:

Where audience targeting takes into account what a person looks like, behavioral targeting focuses on what a person does. This is the process of selecting prospects based on their online activities and specific actions they’ve taken a website. Most commonly, these are measurable Web events like what pages a person has visited, what products they’ve viewed or what conversion events they’ve attempted.

Retargeting:

Retargeting has earned a less-than-stellar reputation as most people associate it with those ads that follow you across the Web. You know the ones. You looked at a pair of sneakers for a few seconds and now every site you see has ads for those exact same pair of kicks. But in spite of its negative association, retargeting happens to be very effective. In fact, 90% of marketers say it’s as effective as search. With programmatic, you can evaluate and bid on individual users who have already visited your site, letting you effectively buy audiences at scale by matching behavioral cookie data with it.

Geotargeting:

Just what its name implies, geotargeting is the method of delivering highly specialized and highly targeted messages that are customized based on identity and behavioral profiles layered onto a specific geographic area, down to the zip code level. It also often enables targeting by IP address.

Cross-Device:

Cross-device targeting is the ability to serve targeted advertising to prospects across multiple digital devices based on an understanding of how and when they may be using a specific device. Essentially, it's another flavor of retargeting because it enables you to retarget an ad on one device, knowing buyers have seen an ad or visited your site on another device. Naturally, there are more complexities involved in this form of targeting.

Contextual:

Similar to the traditional method of buying advertising based on editorial relevance, contextual targeting looks at the category or keywords of a website page a customer is viewing and then serves them ads that are highly relevant to that content. The difference is marketers can bid on specific keywords and topics across the Web and have their ad served next to related articles.