How to select an effective target audience for your ad campaign?

2018/10/01

People encounter an unprecedented amount of messages throughout the day in an environment where advertisers are trying to influence their purchasing behavior. In the flood of advertising messages, it is becoming increasingly difficult to touch and get noticed. In addition to a convincing advertising message, it is also important to pay attention to targeting and make sure the campaign is targeted to those who are most likely to be interested in a product or service. This also serves the recipient of the message.

Selecting a suitable target audience begins by defining the existing or the most potential customers. Attributes may include age, gender, household size or the interests which are connected to the product or service. Then the aim is to limit the audience of the advertising campaign to reach, as effectively as possible, the audience belonging to the defined target group.

Here are different possibilities for defining the effective audience:

Demographic based targeting (Demographic)

After defining your own target group, it’s easy to start targeting an advertising campaign to those who match the defined buyer profile. That is how you use your budget to reach out to people who most likely would buy a product or service. Demographic based target groups can be based on, for example, age, gender, education, household size, or household income.

Interest based targeting (Interest)

A good alternative is to target the campaign to those who already have interests in themes linked to the product or service you are offering.Target groups based on interest can be, for example, those who are interested in different industries, those who are interested in culture, different diets, various hobbies, pets, fashion and beauty, or those who are passionate about tourism, cars or technology.

Intent based targeting (Intent)

Intent based targeting helps to reach out to audiences who have the intention to buy or are looking for the kind of products and services the advertiser has to offer. Intent based target groups can be, for example, people who renovate and look for related products, search for new cars, electronics or home appliances, or even a variety of hobby equipment. To keep the intent data of high quality, the data has to be fairly recent.

Target groups tailored to the advertiser’s needs

Even though there are a lot of target groups available, sometimes it may be challenging to find the most appropriate target group for your campaign. It is good to consider whether it would be better to build your own target groups, for example, based on data from suitable partners and combining data from different sources. However, to tailor your own target groups, technology and relevant skills are needed.

Have you heard about Relevant Audience’s target groups yet?

Relevant Audience provides target group segments to be utilized in programmatically purchased campaigns. Target groups are built with our partners’ trusted and high quality data. Some of our partners include, among others, Tori.fi, Finnkino, Asiakastieto, Indiedays, Foreca, Post, Keskisuomalainen and Gogolf. The range and size of our target groups can be found in our Segment Finder.

If finding a suitable target audience or buying advertising otherwise feels challenging, contact Ronny Linder and let’s plan together!

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