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BizReport : Advertising archives : May 13, 2011

Study: Targeting = Success for many online marketers

Think you can get by in the digital space without targeting ads? Think again. Sure, you could try, but new research shows that audience targeting is helping marketers and agencies make more from their online ad spend. According to details from a new Digiday/AudienceScience report, marketers and agencies utilizing audience targeting are increasing their online ad spend because of the improved campaign results.

by Kristina Knight

audiencescience.jpg"In the US there appears a direct correlation between the growth in display budgets and the use of audience targeting. This is clear and unshakeable evidence that audience targeting represents the core of effective online display campaigns," said Stuart Colman, Managing Director, Europe, AudienceScience. "The recent IAB/PwC online ad spend survey highlighted a 27.5% growth for display advertising and I believe a factor in this increase will have been better targeting. For advertisers and agencies, it is simply the most effective and efficient way to target your audience while for publishers, it consistently helps drive more revenue."

According to the report the majority of online marketers are using targeting methods, with 84% of agencies and 76% of advertisers replying that they use some type of audience targeting. Of those currently using targeting methods nearly three-quarters (72%) have plans to increase digital ad budgets this year, that is more than double the number planning to increase budgets in 2010.

Another improvement over 2010? Publishers are joining in the audience targeting trend, reporting that their display revenues may increased 45% over May 2010 numbers because of targeting options.

A full copy of the report, Audience Targeting: Mapping the Future Evolution of Audience Targeting and Data Management, can be found here.

Tags: audience targeting, AudienceScience, Digiday, display ad targeting, display ads, online advertising

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