Demographic targeting is a form of behavioral advertising in which advertisers target online advertisements at consumers based on demographic information. Chen, J., Stallaert, J. (2014). An economic analysis of online advertising using behavioral targeting. MIS Quarterly, 38(2), 429-449. Retrieved from URL They are able to achieve this by using existing information from sources such as browser history, previous searches as well as information provided by the users themselves to create demographic profiles of consumers. Steel, E. (2013, September 21). Google takes a few bytes out of third-party cookies: Media.Financial Times. Retrieved from URL Online retailers Communicators are able to present targeted advertisements based on demography using both their own stored data as well as through the use of databases. Steel, E., Angwin, J. (2010, August 4). On the web's cutting edge, anonymity in name only.The Wall Street Journal. Retrieved from URL Ethnicity/nationality While the disclosure of location is necessary on such websites for deliveries and adjusting currency, advertisers also use this information to alter the shopping experience based on ethnicity, culture and international trends. Online retailers are able to present advertisements displaying what is expected to be more popular amongst some nationalities than others. For example, Amazon.co.jp (Amazon in Japan) will advertise the sale of Japanese produced TV shows, films and books on their homepage. Consumers would not expect such advertisements to be presented on the Amazon websites of other nations. Amazon. (2016). Retrieved March 30, 2016, from URL Gender in particular has a strong demographic correlation with the wants and needs of consumers. This is because manufacturers (especially manufacturers of clothing and cosmetics) specifically produce products for either a male or female market and the wants and needs of either gender are very different. As a result, when targeting advertisements for products such as these, it is easy for advertisers to segment the audience based on gender. Chiu, Y., Lin, C., Tang, L. (2005). Gender differs: assessing a model of online purchase intentions in e-tail service. International Journal of Service Industry Management,16(5), 416-435. doi:10.1108/09564230510625741 Race Dividing the market by race is important for advertisers to do. Race, religion and culture often go together hand in hand, which is why these factors do affect different consumer's buying decisions .) . A lot of consumers from Arab nations are Muslim, therefore an advertising campaign trying to sell a pork based product in one of these nations would be highly unsuccessful. This is why it is important to consider race as a way to demographically target a market.
Demographic targeting is a form of behavioral advertising in which advertisers target online advertisements at consumers based on demographic information. They are able to achieve this by using existing information from sources such as browser history, previous searches as well as information provided by the users themselves to create demographic profiles of consumers. Online retailers Communicators are able to present targeted advertisements based on demography using both their own stored data as well as through the use of databases. Ethnicity/nationality While the disclosure of location is necessary on such websites for deliveries and adjusting currency, advertisers also use this information to alter the shopping experience based on ethnicity, culture and international trends. Online retailers are able to present advertisements displaying what is expected to be more popular amongst some nationalities than others. For example, Amazon.co.jp (Amazon in Japan) will advertise the sale of Japanese produced TV shows, films and books on their homepage. Consumers would not expect such advertisements to be presented on the Amazon websites of other nations. Gender in particular has a strong demographic correlation with the wants and needs of consumers. This is because manufacturers (especially manufacturers of clothing and cosmetics) specifically produce products for either a male or female market and the wants and needs of either gender are very different. As a result, when targeting advertisements for products such as these, it is easy for advertisers to segment the audience based on gender. Race Dividing the market by race is important for advertisers to do. Race, religion and culture often go together hand in hand, which is why these factors do affect different consumer's buying decisions . A lot of consumers from Arab nations are Muslim, therefore an advertising campaign trying to sell a pork based product in one of these nations would be highly unsuccessful. This is why it is important to consider race as a way to demographically target a market.
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Chen, J.,
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Stallaert, J. (2014). An economic analysis of online advertising using behavioral targeting. MIS Quarterly, 38(2), 429-449. Retrieved from URL
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Steel, E. (2013, September 21). Google takes a few bytes out of third-party cookies: Media.Financial Times. Retrieved from URL
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Steel, E.,
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Angwin, J. (2010, August 4). On the web's cutting edge, anonymity in name only.The Wall Street Journal. Retrieved from URL
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Amazon. (2016). Retrieved March 30, 2016, from URL
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Chiu, Y., Lin, C.,
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Tang, L. (2005). Gender differs: assessing a model of online purchase intentions in e-tail service. International Journal of Service Industry Management,16(5), 416-435. doi:10.1108/09564230510625741
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