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The Secret to Selecting Websites for Your Ad Campaigns

When it comes to efficiently targeting your intended customers, selecting certain for website for your ad campaigns tops the list of the things you must do. You don’t have to be a genius to know that websites are done in a way where specific audience are targeted and using ad campaigns as branding tools for your company is also a powerful and smart move towards attracting potential customers. But then, to make the best impression, you have to be wise enough to know which websites are visited by which individuals and use it as an avenue to promote your company brand.

By using the right indicators, you can actually reach those potential customers that are within your target audience. Sounds easy then. But how about the ‘proper’ indicators? What is it, how do you find it and what do you use to interpret it?

Meet AI

Take one or all, advertisers often need reliable information and data that could help them communicate with a target and specified group of web users. So do media houses and even advertising agencies. But to know exactly which website caters to their needs and expectations at best, these groups of web and media advertisers use answers for their campaign needs provided by the affinity index or what you may know more popularly as AI.

Target Densities

Most of the time, web marketers are very much eager to find their target audience from specific websites with their identified socio-demographics traits; these refer to age, sex, education, residence, etc. Instead of manually surveying websites, the affinity index is used instead for insight.

AI then tells the marketer where the website audience has a greater or a lesser density of target internet users as compared to the whole online population. An AI of more than 100 indicates greater density whereas an AI of less than 100 indicates lesser density.

Understanding AI

Using the level of AI for your target audience, a greater density only means that with regards to the whole online population, a large number of target audiences have been a visitor on that specific website. On the other hand, a lesser density means quite the reverse of the first situation. Increasing the AI or target densities only means that the site visit is doubled or even tripled depending on the results of the index.

How do you read AI?

As an indicator, AI is a very good tool to use. However, the affinity index will be of no use if you don’t know how to read it properly. Though AI is in point of fact expressed in percentages, the “%” character is often removed to make it reader friendly.

To calculate the AI, two values are often involved: the target group reach in percentage and the reference group reach in percentage. The target group reach is divided by the reference group reach with the result multiplied by 100. Therefore, if you have a target group reach of 40 per cent, and you have a reference group reach of 20 per cent, then the affinity index results would be 200.



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