An interesting study was conducted by an online marketing company called com-score, they conducted a large scale study on many corporations such as Kellogg, Chrysler, Allstate and Sprint. What they wanted to know how they could improve their digital adds and increase sales. They wanted to find how they could be most effective with these advertisements and get reach the intended audience. This is not exactly the easiest thing for an organization to do, many marketers are starting to question which is the most effective way to reach the intended audience. well this study concluded some interesting results, for example "demographic targeting worked best if objectives were broad—for instance brands focusing on customers within a large age range reached their targets with 70% of ad impressions. By adding more granular criteria, such as income or gender, ad delivery accuracy declined". Some experts are starting to believe that by narrowing down an add to a select age group is too broad to reach customers so they are trying to narrow this down to reach customers by directing adds to certain peoples behaviors. This is something that is still being studied. Researchers also stated “It shows us is there's a lot of room for growth,” Vollman said, acknowledging the need for ad publishers to refine their pricing structures. Although marketing techniques and approaches are always changing so rapidly largely in part due to technology. This is something that we as marketers need to stay in tune with so that we can be as effective as possible. I think that it would be interesting to see if behaviorally based adds are significantly more effective or if reaching a broader target market is more economical.
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