Neither segmentation nor de-averaged pricing are new concepts, the former familiar to anyone with even a casual interest in marketing. But until the emergence of exchange-traded media and API-based buying platforms, executing in-depth segmentation, or micro-segmentation, in online media buys was exceedingly difficult. Consider, for example, a media planner trying to target five distinct audience groups in 100 designated market areas (DMAs) over five different day-parts. That’s 5,000 distinct segments. Though it’s possible to break out each of these segments distinctly, and track and analyze them uniquely, it’s also exceedingly cumbersome and time consuming. And thus it is seldom done at all. Rather, these 5000 segments are lumped into 50, five, or even one big « lump » segment for the sake of simplicity and expediency.
Ce bulletin a été publié le Lundi 5 avril 2010 8:01 et est classé dans RTB (Real Time Bidding)Vous pouvez suivre les réponses à ce bulletin avec le fil RSS 2.0. Vous pouvez répondre, ou faire un rétro-lien depuis votre site.
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