One of the most head scratching questions in any Digital Marketing campaign is “Who is my winning audience?” One advantage of being in the digital world is we have information of our audience that we maybe shouldn’t have – including browsing web-browsing history, interests, and demographics. Below I have outlined four common audience targeting strategies in display marketing and these tactics are key display advertising as they make campaigns exponentially more effective.
Behavioral targeting involves segmenting your audience on defined traits and interests, and this is based on an individual’s web-browsing behavior. This data can be obtained through a Third Party Data Provider. They collect data by keeping track of websites a user visits and searches they conduct. Cost per Impression of inventory for these user profiles are purchased at a higher cost but these ads increase probability of a higher return.
You can base your target audience around user demographics such as Gender, Age, and Income. This can help an advertiser reach the demographics its brand has shown an association with.
Content targeting is a targeting method which the content of an ad directly relates to the content of the web page that the user is visiting. Third-party content providers categorize web pages for types of content which includes contextual, brand safety, and page quality.
As digital marketers today, we have the ability to target users that have shown intent or interest at some level in a purchasing funnel for a product or brand. This works with firing a tag on a webpage that keeps track of the virtual path of the user. When people leave a website without buying, remarketing helps the user continue down the purchasing decision process. Retargeting is a powerful marketing technique because it concentrates ad spend on people who have already shown interest in a brand or product; therefore increasing the likelihood of a conversion.