Audience screen

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Media planning is a science and one that has seen growth and increased discipline over the last few years through the introduction of new technology. These technologies have morphed from audience segmentation to audience profiling, but the most recent wave of technology to affect media planning is based on Audience Screening, which can be defined as the opportunity to purchase an actual audience online rather than impressions.

Media planning is generally outsourced to entails sourcing and selecting optimal media platforms for a client's brand or product to use. The job of media planning is to determine the best combination of media to achieve the objectives.

Audience segmentation is a process of dividing people into homogeneous subgroups based upon defined criterion such as product usage, demographics, psychographics, communication behaviors and media use. Audience segmentation is used in commercial marketing so advertisers can design and tailor products and services that satisfy the targeted groups. In social marketing, audiences are segmented into subgroups and assumed to have similar interests, needs and behavioral patterns and this assumption allows social marketers to design relevant health or social messages that influence the people to adopt recommended behaviors. Audience segmentation is widely accepted as a fundamental strategy in communication campaigns to influence health and social change. Audience segmentation makes campaign efforts more effective when messages are tailored to the distinct subgroups and more efficient when the target audience is selected based on their susceptibility and receptivity.

Contents

Purpose

Audience Screening incorporates a number of different technologies including behavioral targeting and the more advanced Conversion optimization platforms. Audience Screening allows the advertiser to identify the audience represented from an impression on a network or a portal and determine if that audience member is more or less likely to act in response to an advertisement than the general audience. If the audience member is regarded as highly desirable, then the advertisements are exposed. If the audience member is not deemed highly desirable, then they are not exposed to the advertisement and the next sequential audience member is evaluated for desirability and match to the potential customer base for the advertiser. This process happens in fractions of a second and can be used to better qualify the audience, allowing advertisers to reach only those folks most likely to convert as well as the publisher to generate a higher cost basis for their inventory.

Advertising form of communication for marketing, typically paid for

Advertising is a marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea. Sponsors of advertising are typically businesses wishing to promote their products or services. Advertising is differentiated from public relations in that an advertiser pays for and has control over the message. It differs from personal selling in that the message is non-personal, i.e., not directed to a particular individual. Advertising is communicated through various mass media, including traditional media such as newspapers, magazines, television, radio, outdoor advertising or direct mail; and new media such as search results, blogs, social media, websites or text messages. The actual presentation of the message in a medium is referred to as an advertisement, or "ad" or advert for short.

The customer base is the group of customers who repeatedly purchase the goods or services of a business. These customers are a main source of revenue for a company. The customer base may be considered the business's target market, where customer behaviors are well understood through market research or past experience. Relying on a customer base can make growth and innovation difficult.

How it works

The technology behind Audience Screening is not new, but it does represent the evolution of traditional behavioral targeting. Behavioral targeting allows the publisher to identify and bucket groups of impressions together based on the audience profile and past traffic experience. Once an advertiser identifies the audience they are looking to reach, publishers can sell this inventory accurately. The problem with this model is that it is not as fluid and flexible as the web appears to be. The experiences and the profiles of the audience change quickly and are reactive to the environment around them, so the past behavior of an audience, though relatively accurate, is still flawed. The Audience Screen model actually identifies this information in real time and can be updated faster and with more detailed accuracy. Audience Screening takes into account audience profile data, preferably in conjunction with industry reliable sources such as Claritas or Simmons, and merges this with data referring to the page where the ad is shown, the category of the site and more recent events (i.e. News, etc.). In this way the audience member being potentially show the advertisements is evaluated based on more recent, timely data and positioned as either more or less desirable to an advertiser or more or less likely to become a customer. In addition, we can overlay the traditional targeting metrics such as frequency caps and successive messaging to determine the most effective model for reaching and converting customers while limiting budget exposure. It’s a higher reward, lower risk model which is becoming more effective as time moves forward.

The technology for Audience Screening is beneficial to the publishers because it allows them to further segment their audience without the weight of customer surveys and deeper analytics packages being overload in their existing inventory. The technology works simply with a pixel tag being placed on the publisher’s site and a simple database feed being established whereby the technology owner can amass a wealth of information concerning past habits and click streams as well as the syndicated data sources being used to categorize the audience members, or potential customers.

See also

Ad serving describes the technology and service that places advertisements on Web sites. Ad serving technology companies provide software to Web sites and advertisers to serve ads, count them, choose the ads that will make the Web site or advertiser the most money, and monitor progress of different advertising campaigns. Ad servers are divided into two types—publisher ad servers and advertiser ad servers.

Marketing is the study and management of exchange relationships. Marketing is the business process of creating relationships with and satisfying customers. With its focus on the customer, marketing is one of the premier components of business management.

Affiliate marketing is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate's own marketing efforts.

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Pay-per-click (PPC), also known as cost per click (CPC), is an internet advertising model used to direct traffic to websites, in which an advertiser pays a publisher when the ad is clicked.

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Online advertising, also called online marketing or Internet advertising or web advertising, is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers. Consumers view online advertising as an unwanted distraction with few benefits and have increasingly turned to ad blocking for a variety of reasons. When software is used to do the purchasing, it is known as programmatic advertising.

Advertising campaign series of advertisement messages

An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). An IMC is a platform in which a group of people can group their ideas, beliefs, and concepts into one large media base. Advertising campaigns utilize diverse media channels over a particular time frame and target identified audiences.

A target audience is the intended audience or readership of a publication, advertisement, or other message. In marketing and advertising, it is a particular group of consumers within the predetermined target market, identified as the targets or recipients for a particular advertisement or message. Businesses that have a wide target market will focus on a specific target audience for certain messages to send, such as The Body Shops Mother's Day advertisements, which were aimed at the children and spouses of women, rather than the whole market which would have included the women themselves.

Digital marketing is the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.

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A target market is a group of customers within a business's serviceable available market at which a business aims its marketing efforts and resources. A target market is a subset of the total market for a product or service. The target market typically consists of consumers who exhibit similar characteristics and are considered most likely to buy a business's market offerings or are likely to be the most profitable segments for the business to service.

Targeted advertising type of advertising

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Behavioral retargeting is a form of online targeted advertising by which online advertising is targeted to consumers based on their previous Internet actions. Retargeting tags online users by including a pixel within the target webpage or email, which sets a cookie in the user's browser. Once the cookie is set, the advertiser is able to show display ads to that user elsewhere on the internet via an ad exchange.

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Pretargeting is a form of online targeted advertising by which online advertising is targeted to consumers based on their previous actions on many websites. Pretargeting is advanced prospecting technology used in account-based marketing to target the core decision-makers within a company through IP addresses.

Demographic targeting is a form of behavioral advertising in which advertisers target online advertisements at consumers based on demographic information.

Psychographic segmentation has been used in marketing research as a form of market segmentation which divides consumers into sub-groups based on shared psychological characteristics, including subconscious or conscious beliefs, motivations, and priorities to explain and predict consumer behavior. Developed in the 1970´s, it applies behavioral and social sciences to explore to understand consumers’ decision-making processesconsumer attitudes, values, personalities, lifestyles, and communication preferences. It complements demographic and socioeconomic segmentation, and enables marketers to target audiences with messaging to market brands, products or services. Some consider lifestyle segmentation to be interchangeable with psychographic segmentation, marketing experts argue that lifestyle relates specifically to overt behaviors while psychographics relate to consumers' cognitive style, which is based on their "patterns of thinking, feeling and perceiving".

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