When it comes to ad targeting potential: placing specifically the right message or offer in front of the right person at the right time, the Internet is the medium of choice.
Matching ads to the correct audience is important because relevant ads are proven to be the ones most likely to be noticed, understood, and responded to and the ones least likely to annoy.
The Internet has a couple of special advantages in this area, particularly the potential to provide rich data on how users interact with content, advertising, and the dynamic nature of the medium itself.
These properties allow advertising to be targeted based on audience demographic characteristics, dayparts or days of week, geography, context, user permission, segmented user behavior, and so on.
But, this strength is also a weakness.
The wisest media client I know summed it up this way: "David, the Internet can do everything... but we can't."
http://www.clickz.com/experts/media/behavioral_marketing/article.php/3609781
Matching ads to the correct audience is important because relevant ads are proven to be the ones most likely to be noticed, understood, and responded to and the ones least likely to annoy.
The Internet has a couple of special advantages in this area, particularly the potential to provide rich data on how users interact with content, advertising, and the dynamic nature of the medium itself.
These properties allow advertising to be targeted based on audience demographic characteristics, dayparts or days of week, geography, context, user permission, segmented user behavior, and so on.
But, this strength is also a weakness.
The wisest media client I know summed it up this way: "David, the Internet can do everything... but we can't."
http://www.clickz.com/experts/media/behavioral_marketing/article.php/3609781