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Facebook has developed targeting technology that allows advertisements to reach a specific audience. This is within the Facebook Ads product, available to users and businesses alike. While posting an ad through the Facebook Ad Manager , an advertiser is provided with a set of characteristics that will define their target market.
A lookalike audience is a group of social network members who are determined as sharing characteristics with another group of members. [1] In digital advertising, it refers to a targeting tool for digital marketing, first initiated by Facebook, which helps to reach potential customers online who are likely to share similar interests and behaviors with existing customers. [2]
Example of targeting in an online ad system. Targeted advertising or data-driven marketing is a form of advertising, including online advertising, that is directed towards an audience with certain traits, based on the product or person the advertiser is promoting.
Social media marketing is the use of social media platforms and websites to promote a product or service. [1] Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers.
Advertisers can also target their audience by using contextual to deliver display ads related to the content of the web page where the ads appear. [25]: 118 Retargeting, behavioral targeting, and contextual advertising all are designed to increase an advertiser's return on investment, or ROI, over untargeted ads. [51]
Smart businesses also reach outside of their targeted market in order to know other segments that could be targeted (Ossi, 2015). Therefore, starting with a broader reach and then choosing target markets would be a much-informed decision; derived from actual data rather than just assumption.
The video is an example of display advertising used for commemorating 27 years of Nike's Air Max shoes. The video advertising aimed at creating brand awareness among users and convincing them to watch the Hangout and purchase products from the display advertising itself. Consumers were able to shop by clicking the display advertising.
Advertising media often appear to be ubiquitous. Advertising media selection is the process of choosing the most efficient media for an advertising campaign.To evaluate media efficiency, planners consider a range of factors including: the required coverage and number of exposures in a target audience; the relative cost of the media advertising and the media environment.