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> Openads: Inferred Audience to Specific Audience
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post 18 Sep 2013, 08:17 AM
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During most of the history of advertising, companies have primarily focused on marketing to larger, more general audiences. The biggest exception was direct mail, but nearly all the other large scale mediums – print, radio, TV and much of digital advertising – have been focused on addressing larger scale groups of people. Now we are able to advertise to increasingly specific audiences, based on a myriad factors relating to user behavior and intent.

To give a specific example of the extent of the shift, print magazine publishers were typically able to give advertisers only a handful of targeting parameters – their readers would live here, earn this much, and be from this demographic. Today, magazines digital divisions can provide advertisers with thousands of targeting parameters to apply to their digital campaigns. These changes are driving massive change in how digital businesses shape, cultivate and package their audiences and how advertisers and agencies craft and execute their marketing cam

Thats hardly to say that traditional advertising is out entirely. Traditional ad placements will still establish brand awareness even if theyre not as precisely targeted. Additionally, with this shift issues like brand protection have become an increasing concern. Knowing exactly where your advertisement is being displayed is easy when youre selling to a known publication, but harder when you are targeting your audience where it lives. Brands benefit from proximity to like-minded brands and are working to create a tone of their content.

Sophisticated digital media companies are increasingly blending different advertising methodologies to reach inferred and specific audiences to, thereby, find potential consumers. And they understand that both audiences will help develop their brand and reach. How is your company managing this shift?

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