Segment-based targeting takes place when the pre-negotiation of the prices for advertising space happens in media whose audience has the characteristics of the advertisers’ target market. In this context, the advertisers reach a large audience of potential customers.
Impression-based targeting takes place when the advertisers identify the criteria that describes the most, the costumer who should be reached online and then bid in real time for the opportunities to reach such a customer. In this context, the customer who has been reached will be called either an eyeball or an impression.
Impression-based targeting is better than segment-based targeting because it pays close attention to the customer and it maintains awareness of his interest. Additionally, it keeps reminding him of the products and services that previously attracted him. This can be observed whenever the customer logged in from his computer; He will continuously notice the presence of the same ads on his screen.
Today’s sophisticated media helps tracking consumers and constructing their profiles based on their online surfing. Accordingly, it becomes easier to determine prospective customers for particular products and services. This leads us to state that marketers end up reaching the right targeted audience and only customers who have interest in the advertised products and services. Contrary to traditional media which offers marketers the opportunity to reach audiences with demographics andpsychographics characteristics that match those of the target market. In this context, the audience reached is larger and more diverse, which is considered as a disadvantage. Do you agree with the post if yes why?