Targeting Online Customers: Advertising Techniques and Trends

The Targeting Online Custom ers report analyses the many evolving techniques and technologies of online advertising to help you decide when it comes to targeting your customers which will be hits, and which will be misses.

Ad targeting is both obvious and elusive. It's obvious that when marketers target ads at an audience receptive to their pitch, the campaign is likely to be more effective. However, what's elusive is the audience: Who are they? How do you find them? What's the best way to touch their hearts and minds once they're found?

As 84% of US advertising professionals told the American Advertising Federation last November, what makes the Internet different from traditional media is that it encompasses both classic targeting methods, such as demographic and psychographic profiling, and interactive ones, such as behavioral targeting and paid search. Online they get the best of both worlds, the old and the new. Now, marketers can run coordinated, multi-channel campaigns, and take advantage of new tools that allow for more precise targeting of today's fragmented audiences.

Key questions the Targeting Online Customers report addresses:

• What are the main techniques used to target customers online?
• Do advertisers really need targeting more than everÑor is it all a hype?
• What methods work best for segmenting and identifying a receptive audience?
• Is behavioral targeting a prime-time technique for reaching consumers?
• How much do consumers dislike online advertising?
• Will privacy concerns derail some online targeting schemes?
• What is the future of targeting?
• And many more.

eMarketer Reports On-Target and Up-to-Date

The Targeting Online Customers report aggregates the latest data from leading researchers and adds eMarketer's unbiased analysis to give you all the information you need to make intelligent, well-informed advertising decisions.