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BizReport : Blogs & Content archives : June 10, 2010

Study: Targeting cornerstone to online conversions

In the past having a specific type of advertising - email, search, display - was the cornerstone of most online ad campaigns. But the online environment has changed and a new study from AudienceScience finds that targeting is now the cornerstone of online campaigns and with positive results. Researchers found that, through targeting, online marketers have increase branding and response.

by Kristina Knight

audiencescience.jpg"As the industry continues to evolve and grow in 2010, audience targeting is clearly being established as the foundation for effective marketing," said Jeff Hirsch, AudienceScience CEO. "Moving forward, we see a unique opportunity to further the implementation and measurement practices across sectors through consistent targeting capabilities."

The study found that marketers are now targeting ads to boost branding as well as direct responses to advertising. According to their numbers about 72% of publishers now offer audience targeting as one aspect of an online campaign.

Targeting by audience, compared to targeting a specific audience member, is sometimes more simple for the marketer. For example, marketers can obtain hit numbers for days of the week, audience member information - including demographic, geographic and some behavioral - for a group of people rather than a single person. This way the marketer can create the ad based on the entire crowd surfing to the content hub rather than trying to find the one person in the crowd who will be interested in Subject Line A+MessageB+Call to Action C.

You can download the full report here.

Tags: audience targeting, AudienceScience, online advertising, online content, targeted advertising

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