Advertisers invest more & more on the newly launched products but if they don’t target the right audience then they cannot sell the product however good the product would be; as the consumers look out only for their individual needs/interests. Better targeting brings us closer to the consumers by identifying their actual needs and requirements. We have a variety of targeting techniques to target all types of users/buyers.
Behavioural Targeting uses information collected on an individual's web-browsing behaviour, such as the web pages they have visited or the searches they have made, to select on which advertisements would be apt to display for that individual. It allows site owners or ad networks to display content which are more relevant to the interests of the individual viewing the page.
For example, if a user moves from a health site to an electronics site, then we know that he/she is interested in health products and we will display health related Ads in the navigating pages. Ads that are displayed are prioritized based on the recently visited category. They get more opportunities to reach consumers beyond search results page and reach consumers at multiple stages of the purchasing cycle. Finally, clicks originating from behaviourally targeted ads using recently conducted searches convert 5 to 10 times better than clicks from non-targeted ads.
Contextual Targeting is a technique through which ad servers used to target a user to show ad units based on the context of the page they are viewing. For example if the user is viewing a page with sports content, the ad that will be displayed on that page will be sports related ad.
Advertisers can make sure that the Ads are displayed only on the right web pages and only to the intended audience. The banner will only be displayed on the webpage, if the META Keyword of the web page matches with the keyword set for the banners (assigned by the advertiser).
For example, if the Advertiser creates the banner and assigns the keyword "sports" then the banner will be displayed only on the web pages whose Meta keyword list contains the keyword "sports".
Re-targeting is an advanced form of ad targeting where the behaviour of internet users is recorded by an ad server. Using this information, the ad server can then select the most relevant ad for the visitor and also records the customers frequent time visits.
Telco Targeting is an advanced Module and highly useful for the Advertisers for who wants to target their mobile ads based on Telecom Operator wise. To achieve higher engagement rates the advertisers use the Telecom verticals and go with more sophisticated audience targeting methods like Carrier or Telco targeting.