What is hypertargeting?
Taking the next step in targeting with data.
Knowing the target group in detail is one of the supreme disciplines in marketing. And then it's also about preparing appropriate content and playing it out to the target group based on interests, for example. What exactly that is, how to do it, we have covered in overview in this article.
Hypertargeting - an overview
What targeting is, what it is used for and which data about the target group can be used, we have already summarized in an article for you. You can find this article here. The world doesn't stand still and keeps on turning, so it's not surprising that there are already other forms, such as hypertargeting.
Hmm, so what is that exactly?
Hypertargeting refers to an advanced form of audience targeting in marketing and refers to the approach of targeting potential customers or audiences extremely precisely by using a variety of data points and characteristics to further specify the audience.
In traditional targeting, demographic information such as age, gender and location is often used to target a specific audience. You can also find this in our article on "normal" targeting" - this way.
However, with hypertargeting, it goes beyond this basic demographic information. Additional data points are used, such as:
Behavioral data: Information about users' online behavior, such as websites visited, search queries, social media interactions, etc.
Interest data: Information about users' interests and preferences based on their behavior, preferences, and explicit statements.
Geographic data: specific location information that can be used to target local audiences.
Sociodemographic data: Additional demographic information such as income, education level, marital status, etc., to further specify the target audience.
These aspects can also be used in regular targeting, but hypertargeting is about combining all available data about the target group in a targeted way.
Clever and targeted combination can increase the relevance of ads and advertising messages to the target group. Higher relevance can also mean higher conversion rates and thus more sales in the long term. This is because by using hypertargeting, marketers can use their budget more efficiently by playing out their ads only to those users who are most likely to be interested in their products or services.
Which platforms are suitable for hypertargeting?
Targeting and hypertargeting are not tasks that a marketer can perform manually on foot, by hand, or in any other way. So what to do? Fortunately, there are several platforms that are suitable for hypertargeting.
Here's a quick overview of the most prominent platforms:
Social media: Facebook, Instagram, Twitter, and LinkedIn offer advanced targeting options based on demographics, interests, behaviors, and other factors. Marketers can define individual audiences and have their ads played only to those users.
Search Engine Advertising (SEM): Google Ads, for example, allows ads to be served based on search terms, geographic location, and other demographic information. By combining search terms with other data points, highly relevant ads can be served to specific audiences.
Programmatic Advertising: Programmatic advertising platforms such as Google Marketing Platform, Display & Video 360, or demand-side platforms (DSPs) offer hypertargeting capabilities where advertisers can serve ads based on a variety of data points in real time. These platforms use algorithms and machine learning to automatically deliver ads to the right audience.
Mobile ad networks: Marketers can also use mobile ad networks such as AdMob (from Google) or InMobi to serve targeted ads on mobile apps and websites. These platforms offer detailed targeting options to optimize ads based on demographics, behaviors, and locations.
Email marketing: Although email marketing does not offer as granular targeting as some of the other platforms, email campaigns can still be used to target specific audiences based on customer data, buying behavior, and interests.
Each of these platforms offers different targeting options. It is therefore important to have clearly defined in advance what the target group looks like, what interests and needs are already known, for example, as well as some key points about demographics.
It can also make sense to combine different platforms to achieve broader coverage and influence. This should be defined and recorded in advance in an appropriate performance marketing strategy.
The better you can describe your own target group, the better both targeting and hypertargeting can be designed. The key is to collect, collect, collect data. Because the more is known in advance, the more precisely the targeting and/or hypertargeting can be aligned, and the better are the collected insights.
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