groveChuck
U-matic Member
Ready for the consequences of all those Barry White downloads?
http://adage.com/article/digital/iad-targeting-tactic-helps-marketers-hunt-consumers/151934/
Hawking minivans? Try targeting ads to Duran Duran or The Cure fans, likely to be young parents in their 30s or early 40s. How about condoms? Look for the folks downloading love songs.
In addition to the usual targeting options of demographics and location, marketers are hunting for clues in what our content habits say about us. And Apple, with its finger on 200 million iTunes accounts, years of download history and a new mobile ad network, is letting marketers target by people's music passions and genre interests for movies, TV and audiobooks, something no other mobile ad network can claim.
Name-that-song app Shazam has matched demographic profiles with music genres.
"It certainly shows a lot of promise; when media consumption for songs, movies and TV shows are targeted with ads, there are a lot of inferences potential advertisers could take advantage of," said Phuc Truong, U.S. managing director for Havas Digital mobile agency Mobext.
Apple's iAd targeting is based on anonymous, aggregated iTunes data and proprietary methodology, said an Apple spokesman. While some third-party companies can claim they know what magazine, media and music-consumer segments consume, iTunes knows exactly what's been downloaded. "From a targeting perspective specifically, the value of the data that Apple controls via iTunes certainly differentiates it in the marketplace," said Jaspreet Singh, who leads mobile strategy for SapientNitro.
Apple has begun to carve out profiles for advertisers. To reach executives, for example, Apple suggests targeting business, finance, news and classic-movie lovers. For hybrid electric or electronics brands, Apple steers advertisers toward users with high household income who like alternative music and health-care and fitness apps...
... more http://adage.com/article/digital/iad-targeting-tactic-helps-marketers-hunt-consumers/151934/
http://adage.com/article/digital/iad-targeting-tactic-helps-marketers-hunt-consumers/151934/
Hawking minivans? Try targeting ads to Duran Duran or The Cure fans, likely to be young parents in their 30s or early 40s. How about condoms? Look for the folks downloading love songs.
In addition to the usual targeting options of demographics and location, marketers are hunting for clues in what our content habits say about us. And Apple, with its finger on 200 million iTunes accounts, years of download history and a new mobile ad network, is letting marketers target by people's music passions and genre interests for movies, TV and audiobooks, something no other mobile ad network can claim.
Name-that-song app Shazam has matched demographic profiles with music genres.
"It certainly shows a lot of promise; when media consumption for songs, movies and TV shows are targeted with ads, there are a lot of inferences potential advertisers could take advantage of," said Phuc Truong, U.S. managing director for Havas Digital mobile agency Mobext.
Apple's iAd targeting is based on anonymous, aggregated iTunes data and proprietary methodology, said an Apple spokesman. While some third-party companies can claim they know what magazine, media and music-consumer segments consume, iTunes knows exactly what's been downloaded. "From a targeting perspective specifically, the value of the data that Apple controls via iTunes certainly differentiates it in the marketplace," said Jaspreet Singh, who leads mobile strategy for SapientNitro.
Apple has begun to carve out profiles for advertisers. To reach executives, for example, Apple suggests targeting business, finance, news and classic-movie lovers. For hybrid electric or electronics brands, Apple steers advertisers toward users with high household income who like alternative music and health-care and fitness apps...
... more http://adage.com/article/digital/iad-targeting-tactic-helps-marketers-hunt-consumers/151934/
