Graphics Reference
In-Depth Information
you can gain information like what type of person is visiting
a given Web site. For example, upon doing a study for Web site A,
you may find that the vast majority of its visitors are married,
middle-class females in the 25
54 age range.
Another part of the study of your audience might be the psycho-
graphics. Similar to the demographics, the psychographics offer
insight to different aspects of the given population. The difference is
that with psychographics, you gain a little deeper information than
with demographics. The information gained here would be attributes
related to users
-
'
personalities, attitudes, interests, and several other
“
under the surface
”
factors. You may also hear these factors called
“
which is short for interests, attitudes, and opinions.
By combining your demographics with your psychographics, you can
further narrow your audience to make sure your ads are being seen
by the correct people. To carry the demographic example a step
further, we may now have targeted married, middle-class females
who are 25
IAO variables,
”
-
54 years old, and are interested in entertainment and
have purchased items online in the past 6 months. With that kind of
information sitting directly in front of you, it
'
s hard not to hit your
intended audience.
The target audience for a given campaign will most likely be
given to you by your client, and it will not always be the audience
you thought it would be. For example, you may have a client
whose product or service is typically associated with senior citizens.
When your client tells you that they want to target men who are
25yearsofageandolder,youmaybesurprised.However,when
you stop to think about the fact that your client
'
s product is already
associated with senior citizens, you
ll find out that they most likely
already have a hold on them. Therefore, it would make more sense
to spend the advertising dollars targeting a new group that is not
currently using the product/service to its full potential.
So now that you know who your target audience is, the next
challenge is how to find them. There are several ways of doing so
rightatyourfingertips.Ifyoudoasearchonlineforsomething
along the lines of
'
ll get results
pointing to many Web sites and companies where you
“
Internet market research,
”
you
'
ll find both
free and fee-based information. As you might guess, the fee-based
information is going to be much more in depth and probably
more reliable as well. A couple of the industry leaders in market
research are Nielsen NetRatings, which can be found within the
main Nielsen site at http:\\www.nielsen.com, and Quantcast (http:\\
www.quantcast.com). The extensive audience research and solutions
from companies like these offer advertising agencies an easy way to
find their target audience for any given campaign. By utilizing the
information found in their research, you
'
ll know that your ads are
being shown to the intended viewers thereby maximizing your
client
'
'
s advertising dollars.
