Understanding the Digital Audience

Targeted advertising, to be truly effective, must start with a real understanding of the audiences that you aim to engage. At a time when digital is rapidly reshaping media consumption, this understanding is more important than ever. Targeted advertising isn’t just about campaign delivery: it increasingly informs campaign strategy and creative development. Microsoft Advertising provides you with a unique, in-depth understanding of the audiences targeted. Advertising can then be delivered to these audiences through a range of innovative targeting technologies that no other media partner can match.

Microsoft Advertising’s vast range of diverse online properties provides the reach for advertisers to target advertising at almost any group: from gamers on Xbox and Xbox Live to Facebook’s social networkers and the vast worldwide audience of MSN, Windows Live Hotmail and Windows Live Messenger.

The unique range of targeted advertising technologies available through the Microsoft Media Network allows you to take full advantage of this reach and insight, enabling your campaign to target advertising at any audience using profiling, re-messaging technology or behavioural targeting techniques.

And we can provide unmatched data and research resources to help you plan campaign strategy and develop the right approach to target advertising effectively. Through Bing, Windows Live IDs and the MSN Portal, we hold data on 460 million registered users worldwide: more than any other online provider can provide. And our extensive research with partners such as MESH Planning, Synovate, MTV, the EIAA and IAB Europe, delivers additional insight to guide your strategy.

Microsoft Advertising’s online Audience Insight Tool is a unique tool that delivers instant insights on key audience groups through video vox pops. Right now you can come face-to-face with youth audiences and see this important, varied and fast-changing group discussing their media habits.

Whether it’s in their attitudes to life, to family, to technology or to advertising, the one constant in the youth market is its constantly changing nature. We’ve brought together the most revealing recent insights in our State of the Nation Report on Youth, challenging myths and outdated perceptions to reveal how to target young people online.

We are building a new research project to help to drive understanding of the emerging ‘mass affluent’ audience. We’ll be building on the recent findings from our report on Luxury Brand Marketing to understand the attitudes and motivations behind this key audience’s purchase decisions. We welcome any suggestions for useful areas that you would like to see covered in this new study. Submit your suggestions by 9th December.