Dec 9, 2017
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XOJet is using targeted advertising to reach its 200,000-strong consumer base.
“And because there are only 200,000 customers, and the idea is to know each one personally, her media buys need to actually connect back to the relationship with the customer. “It’s sad, but most luxury advertising has to look the same; we can’t be provocative or too risky,” she said. “But we can be warm and inviting. We have to make it feel that way through targeting.””
Hypertargeting is a definite must-have in the media campaigns of luxury brands. The shotgun approach -- that strategy of buying millions of impressions on digital and non-digital media channels in the hope of hitting the right, moneyed luxury targets -- is a dismal waste of money and effort.
New: Targeting Purchasers on Facebook
Facebook, in partnership with Partner Categories, is now offering a new targeting capability that allows advertisers to effectively place their message in front of actual select category purchasers. Facebook started using third-party data in February, but this creates the opportunity to drill down more into a category (Mashable takes the example as moving from "car buyers" to "full-size sedan" buyers). Something to keep in mind when discussing core vs. family video game titles.