Interactive Brand
Communication
Class 9
Targeting the Internet
Consumer
Kuen-Hee Ju-Pak
CSUF
Featuring Today …
The Concept of Targeting
 Benefits of Targeting
 Online Targeting Approaches

Targeting
• Delivering the right content / ads to the right
person at the right time
• A major advantage of the Internet over other
media
• Necessary when developing the right
content/ad, in media/site selection, and in
advertising scheduling
Benefits of Targeting

Targeting minimizes wasted impressions

Messages are received, perceived more
positively

Targeting increases interest and response
Online Targeting Approaches:
Targeting Based on Content and Context
 the most popular approach offline, the most
simplistic approach online
 selecting sites or pages because of the fit
between the content or context of the site
and the expected interest of the target
consumer
Online Targeting Approaches:
Targeting based on content and context
Examples:
• Use ESPN SportsZone to advertise sports wear
and equipment (by content)
• Mercedes Benz ad in the golf area on ESPN to
reach golfers, the high-income demographic.
(by content)
• A car dealership ad in the classified ad section
listing automobiles for sale (by context)
• Use keywords (e.g., sports) or text links on
search engines (by content and context)
Online Targeting Approaches:
Targeting based on registration information
 users are asked to provide their personal
information in return for something of value to
them (e.g., free newsletters)
 example: www.forrester.com
 refer to ZA book for tips on how to induce visitors
to register
Online Targeting Approaches:
Use of cookies for targeting
 track visitors -- e.g., site visitors that go to the
sports section numerous times could be
“tagged” as sports people
 facilitate behavioral targeting
 used by ad or site serving services (e.g.,
MatchLogic, Engage Technology)
Online Targeting Approaches:
Targeting through database mining
 target messages based on consumer profiles
collected from cookies
 aggregates multiple databases to extract some
patterned behavior and profiles for a number of
sites
 example: NetGravity’ Global Profile
Online Targeting Approaches:
Targeting through profiling & personalization
 building customer databases
 segmenting users into affinity groups
 matching or customizing messages,
promotions to groups
Online Targeting Approaches:
Targeting through profiling & personalization
 Recommendations as ads: personalize content
and make recommendations to customers
based on previous inquiries and purchases (e.g.,
Amazon.Com, CDNow)
 Personalization: sending different messages
(or promotions) to different targets (target
software like NetPerceptions keeps learning
about the visitor behavior and getting smarter to
deliver targeted ads more effectively)
Online Targeting Approaches:
Behavioral targeting
 Targeting based on actual behavior during visit
 e.g., Revenue Science
 classify users into one of eight categories ( consumer
techies, engaged investers, health enthusiasts,
leisure-minded, opinion leaders, travel seekers, and
so on)
 based on the kinds of subject matters they click on or
demonstrate their interest in
 useful to those sites that don’t ask visitors for
personal information to view their content.
Online Targeting Approaches:
Targeting via ad management software





e.g., MSN 8.0 or NetPerception 7.0)
based on content and context
cookie-based
profiling
geographic targeting based on the IP address, SIC
code, Zip Codes
 session-specific targeting based on the browser
type, domain, and computer platform (PC, Mac)
used by the visitor in that particular visit or session
 targeting by demographics (MSN 8.0)
Online Targeting Approaches:
Third party targeting/ad management service:
provides more and advanced features
Tracer tags : single pixel images placed on pages of the
advertiser’s website so that activity on those pages can be
tracked and correlated to the view or click of an ad
Post-click analysis: tracks what people do at the
advertiser’s site after they click on the ad
helps determine the impact of the ad
Post-impression (post-view through) analysis: can tell
if exposure to an ad leads to conversion (visiting the
advertiser’s site or pages related to the ad or taking action
desired) within 30 days of the exposure; helps determine
the long-term effectiveness of a creative/message or the
effectiveness of the site
Understanding Online
Consumers:
Presentation/Discussion:
Get together as a two-person group,
summarize and present the information in one
of the tables in the readings list (to be
distributed/assigned in class) to class