Before you begin any marketing campaign, there are two
questions you need to answer.
1. What are my specific campaign objectives?
2. Who is my target audience?
These sound like givens – setting quantifiable, specific objectives is one of the best ways for you to measure the success of your campaigns and knowing who you want to reach ensures your ads are focused on the right segments. But many advertisers don’t consider these factors when planning their advertising. Now there is research, specifically for online video, that shows how important targeting can be.
- Highly targeted, personalized video increased
purchase intent by 55%
- It lifted brand favorability by over 70%
- Two-thirds of consumers who saw the targeted
video felt positive about the ads
What Does This Mean To You?
While this study is particular to video, it points to the fact that the more relevant you can make an ad to a consumer – the more effective it will be. You will see a greater return on investment over non-targeted advertising. There are numerous ways that you can target your ad to increase its effectiveness and magnify the efficiency of your campaign. You can focus on demographic segments, geographic areas, psychographic traits and much more. These targeting methods can be employed across multiple platforms as well. For more information on how we can help you effectively target your advertising buy to increase your return on investment, please contact your Orlando Sentinel Media Group representative or:
Source: EMarketer; Eyeview