Search has become a huge asset for consumers. Each day more and more people are discovering how helpful it can be to search out the advantages of purchasing one brand over another; from refrigerators to new homes.
But, when they search, no matter how high your product is placed on the results page, you must be there, on every screen, so that when the consumer needs you, you are able to deliver. This can be accomplished by targeting your specific audience, and using consumer data to optimize your ad campaigns on the fly using programmatic advertising. This becomes evident when you consider that nearly four out of five digital display dollars have transacted programmatically in 2017, totaling $32.56 billion. In fact, 62% of media-buying executives who have increased adspend towards programmatic TV in 2017 have said that the main benefit of doing so is reaching a more targeted audience.
Your targeted audience is a cornucopia of different ages, groups and personalities. Here are a few indicators of that fact:
In order to really capture the attention of your targeted audience, it takes more than just desire and good intentions. The tastes of consumers are always changing; morphing to meet their wants, needs and priorities. It can be a challenge for marketers to stand up to the challenge of staying current with these shifting preferences.