Targeted advertising
Targeted Advertising (German targeted advertising ) is an Internet advertising form in which it comes to commercials topics relevant to the content of landing pages focused or specific target groups represent accordingly.
Target advertising is a form of advertising that is aimed at a specific target group and is placed in such a way that the advertising is shown to precisely this group of users. Context-related text advertising can reduce wastage in online advertising . In addition, the relevance of the advertisement is increased, since the advertisement is only shown to potential interested parties. Various methods are used to select the target group. The context of the content is often used as a guide to whom which advertising should be presented. This content-targeted advertising ensures that the displayed advertising banners and advertisements are matched to the content of the respective website that is currently being visited. With targeted advertising, the target group focus on websites that require registration with personal data is made even more precise. Among other things, Google AdWords advertisements are integrated into websites in this way.
to form
There are different forms of targeting. One distinguishes between:
Content targeting
Content targeting is the simplest form of targeting. Advertising is placed in a suitable environment. For example, a car tuning page advertises cars from different manufacturers.
Semantic targeting
The next step is what is known as semantic targeting . Here, too, advertisements are placed in a suitable environment, but an attempt is made to identify differences within a content category. If vehicle advertising, regardless of the provider, was shown above on pages with appropriate content, semantic targeting attempts, for example, to place advertising for minibuses on a website on which the user is currently looking at large, family-friendly cars. Such simple online targeting forms only enable advertising tailored to the user on the page on which he is currently located. Usually only HTTP cookies are used for this. An existing cookie is read out, the history is analyzed and suitable advertising is determined.
Behavioral targeting
The logical further development of the two forms of online targeting described above is called behavioral targeting . Here, too, technical data is read out, but various features are also used and taken into account. For example, pages visited can provide information on the behavior or area of interest of the user. Installed fonts or plug-ins can also indicate potential purchasing behavior by a user. Users can also be classified geographically using the IP address . The entirety of these features and technical data results in a dynamic behavior profile that is continuously growing and adapted. Not only the current but also the longer-term interest of surfers can be taken into account in behavioral targeting.
Retargeting
With retargeting , service providers try to find lost customers on the Internet and to offer products that customers have previously looked at on online portals. The same techniques are used here as in behavioral targeting. The attempt is made to convey the same product to the user for weeks.
Social media targeting
Social media targeting (also known as social targeting ) represents a new form of targeting . This combines all forms of targeting and thus enables even more detailed target group identification, so that each user only gets the advertisements that are relevant to them. Facebook was the first large social network to use a specially developed social media targeting technology and thus enabled the display of personalized advertising.
Psychographic targeting
Psychographic targeting relies on the fact that people react differently to stimuli individually - and also depending on the situation. Psychography is a term from personality psychology, which is essentially about making the personality of people in the form of measures as profiles representable. From these profiles, individual action tendencies and differences in people's perception can be derived. This in turn can be used operationally for media planning and creation.
Search intent targeting
With search intent targeting, users are targeted with advertising on a website in real time, while they are still searching on this page. Here, that includes Search Intent targeting not search within search engines like Google or Bing, but only within other websites. This targeting method works either completely cookie-free or with the help of cookies based on the search history of the user.
See also
literature
- Dirk Frosch-Wilke; Christian Raith (ed.): Marketing communication on the Internet. Theory, methods and practical examples from one-to-one to viral marketing , 2002, ISBN 3-528-05787-4
- Berthold H. Hass; Klaus W. Willbrandt: “Targeting online advertising. Basics, forms and challenges ”, in: MedienWirtschaft , Issue 1/2011, pp. 12–21. ( PDF file )
- Burkhard Henn: Advertising for financial services on the Internet. A study on the effects of banner advertising , 1999, ISBN 3-8244-6983-9
- Alice Klever: Behavioral Targeting. An Online Analysis for Efficient Media Planning? 2009, ISBN 978-3-8366-7405-8
- Amateurs on the Net: Self-Management and Knowledge Technology in Web 2.0, ISBN 978-3-89942-861-2
- Google Marketing, ISBN 978-3-8272-4539-7
- Online Marketing Guide, ISBN 3-00-020904-2
- The online advertising playbook: proven strategies and tested tactics from The Advertising Research Foundation ISBN 978-0-470-05105-4
Individual evidence
- ↑ http://www.zeit.de/digital/datenschutz/2010-02/noller-nugg-targeting/komplettansicht , Zeit Online, February 15, 2010
- ^ Psychographic targeting - definition . In: DigitalWiki . May 26, 2017 ( digitalwiki.de [accessed November 15, 2017]).
- ↑ Advertise & Sell: How Psychographic Targeting Works | W&V. Retrieved November 15, 2017 .
- ↑ Search Intent Targeting - Definition . In: DigitalWiki . April 23, 2018 ( digitalwiki.de [accessed April 25, 2018]).
- ↑ Briefly explained: This is behind the advertising technology Insist . In: BASIC thinking . February 21, 2018 ( basicthinking.de [accessed April 25, 2018]).