Ads were always
targeted to a specific category or to the consumer's desire for
marketers and advertisers, the techniques were few and difficult and the
desired output was less than expected, but with the development of the
digital world, progress became more and achieved the goals easier and
more accurate (hypertargeting) .
Hypertargeting refers to delivering customized messaging to a very defined or niche audience across various advertising mediums. Advertisers can reach these audiences by leveraging audience segment data and advanced technologies.
Where Does the Data for Hypertargeting Come From?
When launching a digital campaign it is essential to know who your audience is. Marketers need to have a clear sense of who needs their product and what they will respond to. Forming a custom target audience allows marketers to focus their efforts exactly where they think it will be most beneficial.
They are able to form these audiences using data. Since it is very difficult to form an accurate profile or targeted audience through the use of first party data alone (as the scope is very limited), the lion’s share of the data is most often supplied by a third party. The information used to define the audience is obtained through a few major ways.
Today, we have advanced methods of collecting audience data via social
media channels, as well as third-party data providers. For example, not
only can we target “music lovers” but we can also specifically target
“Beatles lovers.” We can also leverage behavioral attributes, such as
whether a person may be in the market for a product, whether they have
searched for a product or if they have purchased a product in the past.
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