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BizReport : Advertising archives : August 02, 2010

Report: Marketers adopting new targeting options

With the number of advertisers in the online space and the number of publisher/content options it is no wonder that audience targeting is taking off like never before. A recent survey from AudienceScience indicates that more than three-quarters of marketers are now employing some type of targeting - good news for them and good news for the consumers being targeted.

by Kristina Knight

audiencescience.bmpTargeted advertising, whether by geography, past behaviors or retargeted ads offer better information to the consumer simply by taking their preferences into account. A consumer in Kansas, for example, has no need for a sales flyer type ad from a brick-and-mortar store in New York or London. Likewise, a marketer who retargets ads to consumers who have clicked thru an ad but then left a website has a better chance to reengaging that consumer than a marketer who only gives them a new ad.

According to the AudienceScience report 80% of marketers are now using behavioral targeting techniques, 76% target by geographic location and 75% use demographic information to target. Most marketers believe behavioral and demographic targeting are their best options, but what is most interesting is that publishers are now seemingly in agreement with advertisers. More than 70% of publishers surveyed for the report said they were using some form of audience targeting to better engage consumers, to sell ad inventory at higher rates and to deliver better campaign performance.

"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, CEO of AudienceScience. "Moving forward we see a unique opportunity to further the implementation and measurement practices across sectors through consistent targeting capabilities."

One thing both advertisers and publishers agreed upon? That there needs to be more transparency and measurability within targeting moving forward.

Tags: advertising targeting, Audience Science, behavioral targeting, online advertising, retargeted ads, targeted advertising

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