Site personalization is an essential part of any online advertising strategy.
It’s not just essential. It’s critical for long-term growth and even survival of traditional and online media companies.
Two companies that know this well are Google and Facebook. The two largest online advertising companies in the world generated $75 billion and $18 billion respectively in the most recent fiscal year, according to their public financial reports.
Google revenue grew nearly 14 percent year over year. Facebook revenue grew 44 percent during the same period.
Consider that all advertising expenditures will grow less than 5 percent in 2016, according to Advertising Age.
Consider as well that digital advertising online will grow 20 percent in 2016, Emarketer says.
That means the growth of Google and Facebook is coming at the expense of other companies in traditional media. It also means that Facebook’s growth is coming at the expense of other online companies.
Site personalization is key to their success with advertisers. (more…)
Web site content development creates revenue opportunities for publishers by targeting key categories that appeal to advertisers.
Site publishers or staffs can do only so much before they run out of resources — time, money and energy. So it becomes a question of where to invest those resources for the best returns.
Ideally, they go into content sections that have high advertising appeal, high visitor appeal or a combination of both.
They go into content sections with high readership appeal only if those sections also have strong potential for advertising. (more…)
It also is a partial answer to the dominance of online advertising by Google and Facebook with their ability to use contextual advertising (which also is a form of ad targeting).
Online targeted advertising is the ability to reach consumers based on their demographic, geographic and other types of individual data.
Google’s DoubleClick ad-serving software provides the ability to target by geography and other characteristics. (more…)
One of the most important examples of that efficiency is zip code targeting.
Traditional direct marketing has been able to target down to a single zip code if the means of getting the flyer or other material to the addresses in that zip code were available.
If nothing else, they could always get there via the post office as long as the marketer also had all or most of the addresses in that zip.
The costs showed up in four main forms: (more…)
Targeting is a concept in marketing that goes back to the beginning of media.
Even newspapers in 18th century America and elsewhere knew the concept of targeting — topically and geographically.
Topical targeting appealed to groups with a like-minded interest, especially politics. Geographic targeting of course reached out to the citizens in a town or city. The Boston Gazette, which lived from 1719 to 1798, obviously appealed only to residents of Boston. (more…)