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BizReport : Advertising archives : February 26, 2010

AudienceScience: 77% of marketers to use targeting this year

2010 has already been declared the year of mobile. And the year of video and search depending on the different forecasts you've read. Targeting firm AudienceScience is taking this one step further, indicating that 2010 may be the year for ad targeting. According to a recent study more than two-thirds (77%) of marketers are either using or plan to use audience targeting this year.

by Kristina Knight

audiencescience.jpgResearchers found:

• 77% of marketers currently use or plan to use audience targeting
• 42% of marketers plan to begin or increase audience targeting
• 32% of marketers report better results because of targeted ad campaigns
• Marketers report that targeting options are 'key driving factors' in decision making

Jeff Hirsch, president and CEO of AudienceScience said, "Increasingly, marketers are realizing that audience targeting can deliver branding and direct response results, and that they can count on the channel for continued success. The trend toward shifting budgets online, and leveraging targeting for efficiency, will continue. AudienceScience offers marketers sophisticated technology and expertise that delivers targeted audiences and measurable ROI."

A recent Forrester Research study predicts that online display advertising may reach $17 billion by 2014, up from $8.4 billion in 2009.

This week ClickForensics released a beta version of their Display Ad Verification Platform, which is said to filter audience impressions in real-time to help determine when fraud occurs.

Although both are relatively new options in the online ad space both audience filtering and targeting are becoming more important to marketers as they push for better campaign performance. By filtering quality and non-quality traffic, marketers can determine how effective campaigns are and can report potentially fraudulent traffic information more quickly, before the campaign is harmed.

Likewise, targeting ads to specific demographics, regions or behaviors marketers increase their potential to engage consumers, converting sales. A local marketer, for example, can target ads down to the zip code or neighborhood while a national brand marketer can target only men or only women who have browsed for Brand Y over the past fifteen days.

The study was conducted by Forrester Consulting on behalf of AudienceScience. To download the complete white paper, visit Audience Science to request a copy.

Tags: AudienceScience, ClickForensics, display advertising, online advertising, targeted advertising, targeted display

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