eMarketer: Brand Marketers Home In on Online Target Audiences

MAR 16, 2012 - Premium publishers, content seen offering focused audiences and greater brand safety

Offline branding buys have long centered on gaining access to the greatest number of eyeballs. But with digital's more precise targeting ability has come a greater emphasis on delivering the right message to the right audience.

In December 2011, 61% of US advertisers and agencies surveyed by ValueClick Media said audience targeting was the most important type of targeting for online marketing campaigns, followed closely by demographic targeting (59%) and contextual targeting (57%).