Brian Morrissey has written an article “Aim High: Ad Targeting Moves to the Next Level” on what can be achieved with the use of targeted campaigns. With online ad costs a fraction of print how can agencies and their client make the best of the online platform.
I have been an advocate for targeted online media for sometime. The biggest hurdle is the Australian media agencies. To be fair some of the advertising platforms do not have targeted systems in place. Facebook offered up a fantastic service which allowed marketers to push relevant ads. Seriously I don’t need plastic surgery (watch it) or another credit card. I guess most people feel the same way. But serve an ad they is relevant to what I am doing there and then - then maybe.
So in Brian’s article he explores some of the hot issues with targeted campaigns:
NEW YORK Want to find people who just bought a snowblower? How about a hunter who enjoys off-roading, happens to be in the market for a pickup and is leaning toward a Chevy? What about the people others turn to for recommendations about electronics? Perhaps you’d like to speak to a couple million pragmatists?For better or worse, all those are becoming possible, thanks to a new crop of entrants into the red-hot behavioral targeting space. The success of behavioral ad pioneers like Tacoda, Revenue Science and BlueLithium has led others to pile on. Although each takes a different approach, the newcomers promise to gather new forms of data to make digital advertising more personal and comprehensive, even at the risk of raising a privacy backlash.
http://www.adweek.com/aw/magazine/article_display.jsp?vnu_content_id=1003695822
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