What are the different types of Targeting in advertising?
Behavior- If we segment customers basis their behavior on the website like previous purchases, pages visited, searches done, etc. We then group of customers who have similar behavior and then show them targeted messages/ads.
Context- Targeting users based on the page content or site category. So showing ads basis the content on the website as well depending on the category the website belongs to. IAB has a list of categories for websites. Native is a form of contextual advertising.
Time & Event-based- Ads run at certain time and occurrence of a specific event. Gold jewelry ads around Diwali in India.
Demographic- Basis a person Age, Sex, Income, Ethnicity users can be targeted. When behavior segments are layered on top of demographic the targeting can be more valuable.
Geolocation- Targeting basis a person's location or hyper location (geofencing) which is more precise. So if a person is near a certain store h/she can be shown ads or given vouchers for the same retailer.
Device- More relevant to Mobile ads and serving local ads or coupons. This is again similar to contextual targeting in certain ways. Also, affect the type of creative is served. iPhone users with a 5G connection might see very different ads for someone having a 3G connection.
Site Retargeting- Also known as Retargeting, serving ads to users who came to your website and didn't convert. So these users know about your brand hence higher is the probability for them to convert.
Search Retargeting- Ads served to users basis their search behavior or keyword data. It is intent-based and exchanges help do this kind of targeting.
Predictive Targeting- Using data from different targeting methods predictive targeting comes up with a probability of purchase for users.
