targeting on the fly

In the Show Me the ROI panel on what works in BT there's a lot of talk about not just targeting particular audiences but being able to change messaging dynamically according to different variables within that group. Yahoo's Mitch Spolan poit out that its possible to target 2,000 different audiences but if you're only using four different messages you're not going to precisely reach each different group.

"It's absolutely impossible to design the right message for the right users at the right time," he said. But using automated systems that can change the ad creative and calls to action in dozens of combinations to target each different audience variable on the fly can help to better target even within niche audiences. "That kind of variable targeting is going to be key," noted Christian Dietrich of Tribal DDB. "There are going to be different types of people in a behavioral set."

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