Impact of Targeting

This summary from the Advertising Research Foundation offers an overview of recent research and debate related to the topic of the impact of targeting.

Impact of Targeting

Jill Peled and Anneken Tappe


From Advertising Age, Targeting at a glance:

DEMOGRAPHIC: Traditional targeting based on data such as age, gender, income and ethnicity.'

GEOTARGETING: Targets a consumer in a certain geographic area using location data mined from the ISP or IP address. A powerful tool for local business objectives and marketers, it allows the display of local product inventories to customers in the case of new rich-media ads.

BEHAVIORAL: Tracks the actions of thousands of users as they surf the web and aggregates them for trends. These patterns become the...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands