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As our team gears up for event coverage of Advertising Week 2009, IAB MIXX and OMMA Global , I am looking forward to hearing the best practices for effective audience targeting. There are some marketing fundamentals that I'm sure many of you will rattle off right away - know your audience's demographic & psychographic profile; know the media they consume; make sure the product delivers on the value proposition; deliver a strong creative; choose the right timing and a quality network.
There are, however, new trends that could make targeting even more successful. Microtargeting is one of them and it's the technology of digital experiences (PC, mobile, gaming) that enables finer segmentation of the broader audience, customization of creatives and adjustments on the fly. It's the technology that gives advertisers comprehensive and real-time reporting and a better insight into their target audience. It's the technology that brings new creative and more immersive user experiences than traditional media.
I'm curious what other targeting trends will be covered at Advertising Week - our community team won't be able to attend every session, but the ones below looked rather interesting.
If you know of other sessions dedicated to audience targeting or just want to share your ideas for targeting trends or commentary of session, we'd love to hear from you. See you at AdWeek!
P.S. Follow event coverage with videos, blogs, tweet, photos and full replays of key sessions at http://advertising.microsoft.com/adweek.
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Okay, I'm following you on targeted advertising campaigns across multiple outlets simultaneously... I get that. What I don't understand is exactly how you this new advertising "enables finer segmentation of the broader audience, customization of creatives and adjustments on the fly".
Care to go into more detail?
Hi Mike, sorry for the delay in response. Trying to get my life back to normal after AdWeek :).
Let's take "moms 18-34" segment - you'll probably find several proposals including broader media (TV, radio) offering a high reach of that segment. However, there is a big difference in interests, mentalities and attitudes of a professional mom in New York who just got a promo, who has a nanny watching over her kids and a stay-at-home mom in Nebraska (nothing against Nebraska or stay-at-home moms here). With web, mobile, gaming and other digital technologies, the user behavior data (what sites they go to, what content is consumed, what they search for, etc.) can be combined with the ad-serving data in a more customized experience both for advertisers and for consumers.
For example, you can find plenty of examples of microtargeting during the 2008 election cycle by the Obama campaign. Of course, there are production and set up costs associated with the creative & messaging customization, but these are new opportunities as well.