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BizReport : Advertising archives : November 10, 2011

Reports find where ads appear, location provided pushes engagement

In the online space a lot has been said over the past 18 months about the benefits of targeting. And yet many campaigns that seem well-targeted aren't hitting the right demographics. Data from Nielsen finds that, in a review of campaigns across three advertising networks, ads successfully reached the intended audience segments 27% of the time.

by Kristina Knight

In many cases, finds Nielsen, ads were served to consumers older than the target demographics (women aged 25-54). The most successful ad delivery came from a women's interest website.

The release of comScores Segment Metrix 2.0 may help better segment audiences so that ad campaigns can be better targeted. The tool adds six segmentation options to give brands more tools for their campaigns.

"Segment Metrix 2.0...provides a significantly more powerful interface for analyzing the online behaviors of Internet users across a variety of market segments," said Jeff Hackett, comScore Executive Vice President. "We're excited to be working with prominent industry partners to bring digital marketers a more robust selection of segmentation approaches. Advertisers, agencies, and publishers already using these segments for offline marketing efforts now have a valuable tool for efficiently executing similar marketing strategies online."

In the mobile space, however, it seems to be less about segmentation or demographic profiling and more about location.

For mobile marketers, location isn't just about above/below the fold. It's about actual, physical location. As is where a store, restaurant or business is location. According to new data from mobile hub Nexage, ads which include location data push impressions nearly four times higher than those which do not include location information.

Why is location such a hot commodity? One survey indicates that over half of mobile consumers (age 18-34) use location based services to find local businesses; having that information readily available within a mobile ad may push more mobile traffic from nearby consumers.

Tags: ad targeting, advertising metrics, comScore, cross platform marketing, Nexage, Nielsen, online advertising

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