It used to be that targeting males 18 to 34 or females 35 to 54 was about as good as an advertiser could expect, and even so, advertisers knew that there was a high degree of waste involved since many non-targets might also see your ads. You’re not likely to close a diaper sale to a teen male, or to sell a sports car to a 30-year-old mother of three.
Then along came digital advertising, and the ability to buy more precise targets was born. Over the last decade or so, thanks to better data and sophisticated algorithms, the ability to target with digital has gotten even better. More recently, advertisers have been able to buy TV using new programmatic targeting methods, airing commercials only to those who fit the precise profile of the wallet-ready consumer.
The result—happily for marketers and even more happily for the finance types—has been an improvement in ROI, particularly for digital buys. Think about it: If you can figure out who is most likely to be ready to purchase the brand and deliver ads straight to them (and only them), the ROI is going to be fabulous. So what’s the downside?
Click HERE for more.
