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Demographic targeting has always been the mantra of advertising. That’s old hat. The new mantra for new-age advertising seems to be “Super Targeting”. Reaching the 18 to 20 year olds is not enough anymore. For example, an advertiser might need to target the 18 to 20 year olds who do all of the following:

1. love their ipods
2. listen predominantly to Hip-Hop
3. play atleast two sports
4. watch thriller movies
5. participate in online movie and music discussion communities
6. are active members on facebook and myspace

You get the idea……
The onset of social networking and social networking aspects and technology in websites like video websites, music websites and other popular portals and forums has given the advertiser a great set of tools to make his demographic targeting super-fine. Not only can he address the age demographic, but he can also target a small, niche and a vertical population segment within the desired age demographic. This is unprecedented in the advertising world. Never before was reaching out to such specific segments of the population so easy as it is now.

Such ads, served to super fine targeted communities will be extremely effective. They command premium price. But, the advertisers are happy to pay more to target a hard to reach group of people.

Social networking technology will grow more and more sophisticated that the advertiser will have more options to effectively concentrate his advertising dollars on the specific demographic of his choice.

Did you see a red sports car advertisement while checking out the “swim suits” on Sports Illustrated?? No surprises there… Thats “old hat” targeting.

Now, imagine this scenario :

• You are a middle aged school teacher.
• You love classical music.
• You participate actively and share information on Zecco’s Stock Investor Community.
• You just made a killing in the stock market, which has made you a star on Zecco.
• You just posted on Facebook that you love the new Lamborghini.
• You are presently chatting in a social network for middle aged school teachers.
• In the banner space where you always saw ads for Beethoven, Mozart Music CDs , you now see an ad for the New Lamborghini that you love so much !!

Scary? Uncanny? Absolutely!

Coincidence?? Probably not!

Welcome to the new world of “super targeting”, where you see exactly what you desire!!