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Online Intelligence Solutions www.atinternet.com ● Where is my target audience? Using Analyzer NX and its powerful segmentation capabilities, you will be able to know with great level of details which and how many of your advertiser’s audience can be reached on your web site. ● How to best reach my target audience? Leveraging the same powerful segmentation capabilities from Analyzer NX , it becomes quite simple to understand what audience type does what on your web site, thus allowing your advertisers to reach their target audience with great level of effi ciency. ● How to optimize my investment of reaching my target audience? Optimizing marketing branding or marketing acquisition investment through advertising is directly related to the level of details and confi dence your advertisers has in the publisher (you) to answer questions such as how many, where and how to reach the right target audience. There are many ways to reach a target audience, and it doesn’t always have to be advertising on premium sections (like home pages) which could be expensive (or often sold out), and that could be an overkill for many advertisers with lower marketing budgets. Media - 5 - White paper AT Internet
Online Intelligence Solutions www.atinternet.com Know your own tra c, and know it well Before anything else, it is essential that you get to know your own traffi c with 2 objectives in mind. You cannot be in control of your advertising success if you haven’t done this critical work fi rst. All aspects of the enterprise are impacted by it: your editorial staff , your ad sales team, even your own traffi c acquisition eff orts. There are two main tactics, two diff erent approaches to understanding your own traffi c: Tactic 1: From Advertiser to Audience. As a publisher, you certainly know who are the largest advertisers in the market place that you would like to go after, whether to win their business, or to increase their marketing budget with you. Each of these advertisers goes after a specifi c audience (demographic, technographic, psychographic, interest based, etc), so the objective here is to fi gure out how many, where and what each of these “specifi c audiences” do on your web site. Once you know the answers, it becomes easy to package it and present it to the advertisers with a compelling story and marketing plan. How to get the answers? The objective is to segment your visitors (as many as possible, as long as it represents a statically relevant sample of your audience) based on the advertisers’ audience known criteria. Example: if advertiser A is looking to reach “female, age 20 to 35, practicing sports”, then you need to fi nd a way to capture that information and log it providing you with invaluable web analytics segmentation criteria. The information can be captured during registration or subscription processes you might already have on your web site. If not, then you can run a survey and get enough people to respond to it and answer key demographic and interest questions that will support the identifi cation of your advertisers’ audience. Media - 6 - White paper AT Internet
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