Contents
- What is targeted advertising?
- Differences between targeted advertising and contextual advertising
- Characteristics of targeted advertising
- Real-life examples
What is targeted advertising?
Targeted advertising is a highly effective way to promote products and services, aimed at a narrow group of users with certain characteristics. These characteristics can include age, gender, geographic location, interests, and behavior. This type of advertising is becoming increasingly popular, especially on social media, where companies can accurately target their audience. For example, if you are a parent, ads related to children's products or services may be particularly interesting to you.
Differences between targeted advertising and contextual advertising
It is important to understand that targeted advertising is significantly different from contextual advertising. Contextual advertising is set up based on specific keyword queries. For example, if you search for "buy a fishing rod," you will see ads related to that topic in search results or on partner sites. In contrast, targeted advertising takes into account the characteristics of the user rather than their current queries. This allows advertisers to show ads to those who may potentially be interested in the product, even if they have never searched for similar information before.
Characteristics of targeted advertising
Targeted advertising can be configured based on various parameters, making it a powerful tool for marketers. Let's consider several key characteristics:
- Gender: Ads can be tailored for men or women.
- Age: Age groups can be set so that ads are shown only to a specific audience.
- Geography: Ads can be displayed only to users from a specific region or city.
- Interests: Taking user interests into account allows for more relevant ads to be shown.
- Behavior: Studying user behavior helps in setting up more precise advertising campaigns.
Real-life examples
Let's look at how targeted advertising can influence user choices. For example, if you are not planning to study development, but based on your profile, "HTML Academy" might assume that you would be interested in acquiring new skills. This could lead to you seeing ads for courses that you had not previously searched for, but which may catch your interest. Thus, targeted advertising not only informs but also creates interest, even if you did not have an initial query.