Audience Targeting: State Of The Industry Study

Date Added: Jun 2010
Format: PDF

Display advertising is once again a booming sector within interactive marketing. Targeting is being used for both branding and direct response objectives; however, click-through is still used as a success measurement by all sectors. Audience targeting has helped the majority of publishers increase revenue. Actual usage of targeting variables is still somewhat limited by all sectors indicating that there is room for growth and demand for greater testing of techniques such as creative retargeting and dynamic targeting. Agencies are more likely than advertisers to employ the full array of audience targeting.