Here are the Effective Programmatic Audience Targeting Methods
One of the most popular techniques currently being used by digital advertisers, audience targeting involves buying and serving ads to a specific audience segment, whether it’s gender, household income, age group, education level, relationship status or hundreds of other specific demographic attributes. The information is typically derived from a combination of both first-party and third-party data, and can easily be selected when deciding how much to bid on available media inventory.
Chinese customers most often reads in Chinese language on their computer, tablet and desktops. Programmatic platforms allows us to identify these audience via their reading behaviours.
Where audience targeting takes into account what a person looks like, behavioral targeting focuses on what a person does. This is the process of selecting prospects based on their online activities and specific actions they’ve taken a website. Most commonly, these are measurable Web events like what pages a person has visited, what products they’ve viewed or what conversion events they’ve attempted.
Audience and behavioral targeting are essentially people-based methods of targeting, but they also come into play in other targeting approaches. Using these attributes, marketers can go even deeper to find users based on how and where they are browsing the Web.
Retargeting has earned a less-than-stellar reputation as most people associate it with those ads that follow audience across the Web. With programmatic media buying, advertisder can evaluate and bid on individual users who have already visited advertiers site, letting advertiser effectively buy audiences at scale by matching behavioral cookie data with it.
Just what its name implies, geotargeting is the method of delivering highly specialized and highly targeted messages that are customized based on identity and behavioral profiles layered onto a specific geographic area, down to the post code level. It also often enables targeting by IP address or via their devices tower signals.
We often know that Chinese consumers all live in certain areas, for example in Sydney, Chinese mostly lives in Chatswood, City area, Hurstville, Ashfield and Eastwood area. Programmatic media platform allow us to identify these areas and allow advertisers to target these audience geographically.
Similar to the traditional method of buying advertising based on editorial relevance, contextual targeting looks at the category or keywords of a website page a customer is viewing and then serves them ads that are highly relevant to that content. The difference is marketers can bid on specific keywords and topics across the Web and have their ad served next to related articles.
Determining which targeting tactic is right for advertiser comes down to defining what advertisers campaign goals. Each of these methods offers the opportunity to deliver messages at scale without blowing through advertisers ad budget.
Cross-device targeting is the ability to serve targeted advertising to prospects across multiple digital devices based on an understanding of how and when they may be using a specific device. Essentially, it’s another flavor of retargeting because it enables advertiser to retarget an ad on one device, knowing buyers have seen an ad or visited advertisers site on another device. Naturally, there are more complexities involved in this form of targeting.