Programmatic: Targeting The Right Audience

Overview

Due to the decline in the importance of traditional advertising methods for products and services, digital advertising is a relatively new form of advertisement. 

Advertisers are no longer afraid to spend large sums of money on programmatic buying. Every business is built to fulfill the needs of a unique online target audience. 

One significant advantage of programmatic buying is the ability to access a wide range of audience data.

Audience Targeting

For example, suppose you are in charge of launching a new advertising campaign for a small firm, and you have several physical storefronts as well as a website where you may exhibit your products. 

The selection of your target audience is a critical step in the development of your business. You may have an idea of who your target clientele is, but you need to prepare to communicate your business to a bigger audience to acquire new customers. 

The retail industry faces unique issues connected to online acquisition. It would take months of testing, ideas, and failures to determine the right path of action. Most of the time, you can only hope that your ad is seen by the proper people.

What Do You Mean By The Right Audience?

Our target audience is the exact set of consumers who are most likely to want your product or service, and thus the people who should view your advertising efforts. Age, gender, wealth, location, interests, and a variety of other criteria can all influence the target audience. 

Your target audience may be a niche or wide, depending on what you sell. If you were a shoe vendor, for example, your target audience would be diverse because men, women, and children all wear shoes. 

On the other side, you may specialize in high-performance running shoes. Then your target audience would be more specific – elite athletes aged 20 to 40 who have expressed an interest in running or have completed a marathon. 

In either case, it is critical to define and categorize your target demographic to identify the creative messaging that will resonate with them and the channels they prefer.

Target Audience Examples 

A target audience is a certain group of individuals.  These individuals may be men, women, youths, or children. 

They usually have a common interest, such as reading, exercising, or playing soccer. Advertisers might use personas to research appropriate magazine titles or industry publications.

How To Target?

The Solution Is In The Data

There is a wealth of information available on clients based on their online activity, the websites they visit, and the many devices they use to access the internet. 

The information gathered is used in programmatic purchasing. Programmatic employs audience data to minimize guesswork and ensure that services are offered to the proper audience and the finest products are displayed online. 

The following step is to go through some targeting choices that can be utilized to personalize the advertisement campaign. You can categorize your audience using the following targeting choices based on the outcome you wish to achieve:

• Demographic 

• Age
• Gender
• Nationality
• Income
• Marital status
• Parental status
• Education
• Occupation

You can utilize certain characteristics and attributes to qualify the people who will see your ad. Make every effort to find the optimal combo that accurately reflects all of your customers.

• Behavior And Interests 

Demographic targeting is a straightforward method of identifying your target population. It is also a very simple technique to lose a lot of money for a small amount of effort. 

For example, even if you are in charge of a clothing store that caters to young ladies aged 20 to 35 and has information on their ages, gender, and expected income, it is not enough to ensure a successful advertisement campaign. 

Programmatic advertising is a straightforward technique to target people based on their internet activities. It includes several behavioral targeting choices ranging from purchasing behavior to lifestyle behaviors.

This procedure entails compiling various web searches, purchase histories, frequently visited websites, and other sorts of information to create a user profile that reveals your audience’s demands, undesirable products, and different product purchases. 

Consider the unique characteristics of your clothing. Who is it intended for? What is the mindset of your prospective customers? What are their tastes? What websites do they visit?

What are the most common searches they conduct? You can forecast their internet behavior and interests based on the answers to all of these questions.

• Context

Contextual targeting is looking at the different categories or keywords of the current page that the client is viewing and then delivering adverts that are solely relevant to that specific content. You have the following options:

• Keywords allow you to display advertising on your website that contains certain keywords (such as clothing, accessories) 
• Themes – By utilizing this, you can select a broader variety of topics, specific topics, or both at the same time (fashion and style) 
• The placement option allows you to specify which websites, movies, or apps you want your ad to appear on.

• Device 

Recent clients devote very little time and money to a single platform. For example, social media and mobile devices are widely used, which means that to have an impact on them, you need a system that can acquire access to customers across several devices (mobile, tablets, and desktop).

• Geographic Targeting 

Unless disabled, internet devices (mobile, tablets, and desktop) will automatically display their locations when browsing webpages. Geographic targeting shows adverts based on the audience’s location. 

It is done either by using the zip code, city, state, or county to construct bespoke radiuses and geo-fencing. Advertisers can acquire access to when a customer changes his or her favorite store by using strategies such as geolocation. 

This contributes to a more in-depth understanding of changes in shopping preferences. 

Consider the clothes retail firm. By taking notice of all local clients through geographic targeting and ensuring they visit the nearest stores, the business can make easy choices between brand engagement and product purchase.

Utilise Programmatic 

The use of programmatic targeting enables a company to effectively identify its specific target markets. 

Depending on the target demographic, targeting maximizes the amount of money spent by only displaying messages to clients who will make purchases. 

It is an effective technique to reach out to interested buyers without having to deal with irrelevant audiences who will not buy your goods or services. 

Fortunately, The Brisk compares the benefits of using a marketing message tailored to a specific target population and displayed on their devices to the benefits of a broad marketing effort that may be ineffective in reaching your target demographic.