Slideshow summary of most of the book, "The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation (Hardcover)"

1. Targeting

2. Targeting
• Targeting is about selecting the right
audience for the advertisement. Users call
this “relevance”.
• For ad-based businesses, that means
knowing rour users very well so you can sell
to the right advertiser and campaign at
highest possible value.
• “Selecting the right audience is a much
larger driver of value than is creative theme”

3. Demographic Targeting
• This means defining audiences in terms of
‣ Age
‣ Gender
‣ Income
‣ Occupation
‣ Household size
• Works well for broad-interest advertisers
(consumer electronics, travel, etc).