Forget about demographics?
Age and gender demos as a method for targeting advertising no longer matters. Statistics for broadcast media's famous sites showed that your advertising dollar can be half wasted. For example, 26.4% of ESPN.com's unique visitors are female. Less than half of AARP.org's visitors fall into the 55+ category. iVillage.com is just over 56% female ... The author argued that it's more important to focus on your interests, lifestyles and behaviors if I want to get a relevant ad message to you. The big selling point for digital media has been its ability to focus like a laser on the most qualified prospects for a product or service. There is value in audience-based guarantee system for digital media. The guarantees could be based on ratings against behaviorally and contextually defined audiences.
Reported in iMediaConnection
Here's an example of what Proximic wants to do to beat Google's AdSense by serving up context-specific ads to users. Watch video.
Comments
Adsense targets ads that match websites, when the surfer views a page the Adsense ads are very non-intrusive. If you get a chance visit Google Adsense Secret blog
Posted by: S W Allen | February 18, 2009