Give Them What They Want: Why Targeted Ads Matter in a Cluttered World
In a world dedicated to fast communication, advertising is a quick and easy way for businesses to release their information to a multitude of consumers. Businesses can advertise through billboards, radio announcements, television commercials, newspapers, online graphics, and more. While traditional advertisements are meant to connect with large amounts of people, they are often overlooked because they don’t attract individual consumer’s interests.
Think back on your drive to work this morning, your search through the news, or your stop at the local gas station; how many advertisements did you notice, process, and want to learn more about?
According to The New York Times, consumers view an average of 5,000 advertisements per day – it’s no wonder we don’t fully process ads when we see them.
So as a business owner trying to draw more attention to your brand – how can you capture the attention of possible consumers, when there is millions of other brands trying to do the same thing?
Targeted advertisements focus their efforts on receptive audiences that display specific characteristics, like demographics, location, online behavior, and interests, and relate the individuals to the products the advertiser is attempting to promote. Web services can take consumer information and match it with similar brands and business that are more likely to gain the consumer’s attention.
A couple types of targeted ads include:
- Persona targeting – advertisers aim for consumers of a certain race, economic status, sex, age, employment, and education level.
- Behavioral targeting – advertisers pursue consumers that have already expressed interests related to a certain product, for example past online purchase behavior and social interests.
- Keyword and topic targeting – advertisers use keywords to match consumers past online searches and browsing habits with their advertisements.
- Contextual and content targeting – advertisers specifically place their advertisements in an associated site, like an online article or a partner company.
Advertisers benefit from targeted advertisements, because their efforts aren’t wasted on non-interested consumers; Products are placed in front of individuals who are more likely to purchase product, due to their similar interests. Targeted ads help narrow the information consumers are already searching for, and replace any undesired advertisements with more responsive material.
A few stats to keep in mind.
- 58% of ad effectiveness is due to audience relevance
- Search engines drive 93% of all website traffic
- About half of all searches are four words or more
- 90% of searchers haven’t made their mind up about a brand before starting their search
- 50% of people are more likely to click on a particular brand name if the name shows up more than once on the search results
While consumers typically glance over traditional advertisements that don’t pertain to them, they are immediately captivated by the targeting ads geared toward their personal interests. Advertisers can surpass the uninterested individuals and focus their advertising efforts on individuals with demographics, social behaviors and online browsing behaviors, correlating with the advertised product. Targeting advertisements allow businesses to deliver their ads straight to curious consumers, opposed with traditional advertisement efforts that continue to clutter our world.