As our team gears up for event coverage of Advertising Week 2009, IAB MIXX and OMMA Global , I am looking forward to hearing the best practices for effective audience targeting. There are some marketing fundamentals that I'm sure many of you will rattle off right away - know your audience's demographic & psychographic profile; know the media they consume; make sure the product delivers on the value proposition; deliver a strong creative; choose the right timing and a quality network.
There are, however, new trends that could make targeting even more successful. Microtargeting is one of them and it's the technology of digital experiences (PC, mobile, gaming) that enables finer segmentation of the broader audience, customization of creatives and adjustments on the fly. It's the technology that gives advertisers comprehensive and real-time reporting and a better insight into their target audience. It's the technology that brings new creative and more immersive user experiences than traditional media.
I'm curious what other targeting trends will be covered at Advertising Week - our community team won't be able to attend every session, but the ones below looked rather interesting.
If you know of other sessions dedicated to audience targeting or just want to share your ideas for targeting trends or commentary of session, we'd love to hear from you. See you at AdWeek!
P.S. Follow event coverage with videos, blogs, tweet, photos and full replays of key sessions at http://advertising.microsoft.com/adweek.