• by Mark Walsh  @markfwal, February 25, 2010

One of themes from today surfacing again in the Moms-focused panel on BT is the importance of matching ad creative to the sophisticated targeting underlying behaviorally-guided campaigns. "Within the mom community there are so many segments--the EcoMom , the Mom concerned with the economy, the first-time Mom--within the Mom segment there are so many subgroups, so you can tailor creative that speaks to them more individually," said Nicole Victor of Razorfish.

Adam Gouttierre, sr. product manager at Microsoft Advertising, lamented creating complex audience targeting for clients only to see  it matched with a limited range of creative executions. Of course, adding more creative options also drives up the cost of campaigns and as Christian Dietrich mentioned in an earlier panel, folks on the creative side aren't so crazy about churning out different executions according to different, targeted audience clusters. They don't want to be automated!