The headlines are buzzing with digital advertising spend
projections for 2013. While consumer usage in mobile, online and social networking
accelerates, marketers are challenged to keep pace and innovate across channels. Often
traditional direct marketers assume that strategies for targeting clients and prospects
with digital advertising messages are vastly different than typical direct marketing
techniques. In actuality, effective digital advertising campaigns begin with identifying
and building online audiences and it involves comprehensive targeting and testing
to pull it all together. How are digital advertisers targeting their desired audiences?
We asked Experian Marketing Services’ Chris Beirne, the senior director of sales
and client services for Digital Advertising Services (DAS), a few questions on common
practices for effectively targeting audiences in display advertising.
1) How is online display advertising similar to
traditional direct marketing?
In display advertising today, data driven audience-based
targeting is quickly becoming the most effective way to achieve advertiser goals.
Similar to traditional direct marketing, the online world starts with defining the
end objective in mind – drive the best response and conversion rates. Once those
objectives are set, the advertiser can segment their CRM file to identify the best
customers that match that profile. Using that segment definition, further analysis
is done to identify the key characteristics to create an audience for online targeting.
Finally, matching that audience segmentation to online profiles in a privacy compliant
manner allows digital advertisers and their agencies to build, launch, and execute
targeted audience-based display campaigns at scale.
2) How does audience-based targeting work online?
Online display campaign targeting has evolved over
the years. In the beginning sponsorships were available on publisher websites, then
contextual buys emerged, then as ad networks and exchanges evolved, run of network
media buys and more intent-based behavioral targeting became compelling options as
well. Today audience-based targeting leverages many of the previous capabilities in
a programmatic, real time auction system where advertisers can bid on each display
impression based upon the specific audience requesting the ad. Because advertisers
are not spending media dollars on every impression – instead, only spending
on the targeted audience they wish to reach - this method allows for far more dynamic
and efficient allocation of media budgets, and thus, better online display campaign
For more information on digital advertising best practices and Experian Marketing
Services’ solutions, view this new webinar entitled Data-Driven Online Display
Advertising or contact your local account executive.
Complete this form to view the Data-Driven Online Display Advertising webcast.