Why is audience profiling important?



Audience profiling enhances the relationship between advertisers and their customers by taking the guesswork out of advertising. Here’s a snapshot of what it is, and the benefits it brings.

What is it?
Audience profiling involves defining who your customers are, so you can send them highly targeted advertising. There are two forms of it in digital:

1) Audience Affinity Segments
Ad-tech specialists categorise these audiences by their browsing habits, and the type of content they usually consume, says Head of Ad Technology at AddSuite, Zaahir Gallow. For example, it’s safe to assume that petrolheads will visit motoring-related sites.

2) Audience In-Market Segments
According to Gallow, ad-tech specialists categorise these audiences by their intent. He adds that many factors can show intent, like someone filling in a form to test-drive a car. This would show probable intent to buy a car in the near future.

There’s really no limit to the amount of information – and insights – ad-tech specialists can infer from their data sources, reveals Gallow.

Why is it important?
From the user’s perspective, Gallow says audience profiling makes them feel as though advertisers are serving them tailor-made ads at the exact moment they need them. Transforming annoying ads into helpful prompts through this added layer of relevancy can drive conversion.

For advertisers, audience profiling allows them to create marketing strategies that are increasingly elegant, meaningful and effective. Thanks to this kind of precision targeting, brands and agencies only spend their budgets on audiences that matter – those that are likely to need their products or services.

If you’d like to get more precise in how you target audiences, get in touch.