Posts About ‘targeting’

More Women on Facebook, But Men Click More and Are Cheaper

men-mars-and-venus

Targeting, it is almost a science to find the right target audience. And not as easy as it seems as well. I often ask the question ‘who is your target audience’ in talks and training sessions. In general the answer then is ‘male or female between the age of…’. The follow up question then is: ‘what should they be doing’, on which most responses are ‘buying our products’. With that people tend to forget about the extra target audience they have: influencers.

But when you have things narrowed down most companies still target based on group-details, starting with the difference between men and women, after all we all know that men are from Mars and Women are from Venus, so we should treat them differently right?

A new study of Facebook advertising by Resolution Media and Kenshoo Social looks into that difference and some assumption we all make about the differences between men and women are challenged. Like for example that targeting men gets a better response rate and is cheaper. (more…)

Google’s “racial profiling” issue hints at invasive ad targeting

Google Spy

Yesterday Google was once again on the receiving end of bad publicity. An article in the Telegraph, one of the UK’s biggest newspapers, appears to show that Google uses racial profiling in its advertising algorithms.

A year ago a Huffington Post article appeared to show racial profiling at work in the ads Google shows alongside emails in Gmail. The Telegraph replicated this experiment recently in the UK, and it reports similar findings:

“The results were stark, and similar to the original experiment – for example, an email sent by “Robert Howe” saying “Need Cash” gets foreign exchange solutions for business advertised to him; the same email sent by “Segun Akinkube” gets offered Payday Loans. Neither of the ads repeated in each other’s preferences; Segun & Robert got completely different ads served to them, when all other factors were the same.”

(more…)

Facebook Getting Marketers To Be Much More Targeted?

target-dartbord

Our good friend Al Carlton had a pleasant find this morning. On his Facebook page he spotted the first signs of a new Facebook roll out: targeted posts.

Facebook announced the new feature late last month calling it the “Page Post Targeting Enhanced” feature”. It is meant for brands specifically to not ‘just’ update to all their fans anymore, but to be much more targeted in who sees what message. It is a sign of Facebook being much more targeted and offering targeting opportunities with it. The question is whether or not it will help marketers take the next step. That remains to be seen, but it’s a start. (more…)

How Different Age Groups Are Interacting Online (infographic)

interaction-online

Targeting. It is the word of this decade so far. We want to know exactly what our target audience is doing and how we can act on that. For that we want to know it all and extract every single detail of the target audience. Like age. This infographic looks at different age groups and how they act online. Very handy! (more…)

SES NY 2011: Crossing the Digital Divide

So after much drama (all of my own making) and of course lots of fun and socializing over the last couple of days, I’m finally blogging a SES session (Bas can breath easy now).

Crossing the digital divide covered an area that I have never really delved into before, crossing the divide from search to display, so was a very exciting session for me, looking at how display advertising can be optimised.

(more…)