Behavioral segmentation is one of the tools that most interests advertisers. In a world where consumers are bombarded by advertising messages, it is increasingly important to reach the desired target audience in the best way and at the right time. With this in mind, Microsoft Advertising has decided to improve its audience segmentation to bring advertisers closer to their target audience on the Internet with behavioral segmentation tools. This option is added to the company's existing socio-demographic and affinity segmentation options.
With these new targeting options, advertisers shareholder data will be able to get even closer to the 19 million MSN and Windows Live users, as well as improve their advertising targeting possibilities by targeting specific targets regardless of where users browse.
Behavioral segmentation integrates two segmentation options:
– Behavioral targeting : segments users based on their behavior on the website, always respecting the anonymity of each user. Based on this behavior, it is able to serve relevant advertising to each user at a given time.
– Re-messaging : allows advertisers to send specific messages to users who have already visited their websites and personalize said message based on the behavior of these users. This allows them to stay in contact with the audience and create continuous links with the brand.
In addition to this segmentation, we should add the socio-demographic and affinity segmentation that already exists in the Microsoft Advertising network, and which allows the target of each campaign to be precisely defined based on a multitude of criteria, from age and sex to operating system or province, all at any time and on any medium, from PCs to mobile phones or video games.