Social Media Targeting

Social Media Targeting is a new and unique form of targeted advertising that enables the customized placement of ads and communication activities on Web 2.0 platforms. Social media targeting is different from other forms of targeting in that it combines all options (including geotargeting, behavioral targeting, socio-psychographic targeting, etc.), making more detailed target group identification possible. Advertisements are distributed to users based on information gathered from target group profiles, thus scattered losses are kept to a minimum. Facebook, the first major social network, has developed their own special targeting technology, which allows advertisements to reach the right audience.

Application

Social media targeting was developed as a response to the variety of social communities in which users can store information about themselves. This stored information enables the creation of precise target groups and individualized advertising.

Operation

Within social communities users provide demographic information, interests, and images. This information is accessed directly by social media targeting software and thus enables advertisers to create display ads with characteristics that match real users, keeping wasted ads to the bare minimum. The advantage lies in the provision of the users' socio-demographic and interest information. This ensures that users see only advertisements that are relevant to them. Statistical projections alone are no longer effective; far more detailed analysis and reporting are possible. With social media targeting, advertisers are able to adjust the characteristics of the target group while the campaign is still running.

Advantages

• Wasted resources kept to a minimum
• Detailed analysis and reporting (also Business Intelligence)
• No statistical projections
• No access to the IP-Addresses of the users
• Campaign can be tracked using real-time data and changes can be made at any time

External Links

• How Social Media Targeting works: http://adtelligence.en/en/publisher

• GWA Wiki: http://www.gwa.de/themen-wissen/werbe-wiki/?no_cache=1&tx_drwiki_pi1[keyword]=Targeting

• Monetization of strategies and business models for Social Networks http://www.slideshare.net/michaelaltendorf/updated-version-adtelligence-white-paper-monetizationof-strategies-and-business-models-for-social-networks?from=ss_embed