ClickZ columnist Rob Graham, VP of creative and technical training at the Laredo Group discusses the process and pros of using look-alike targeting and looks to Hugh McGoran, vice president of sales at Turn for expert insight.
According to McGoran, "Effective advertising is often less about finding an audience than it is about finding an outcome. It may not matter that a consumer is male or female or within a specific age group. What matters in the end is what gets those consumers to take the necessary steps toward a point of conversion."
Th column goes on to highlight that Turn offers its buyers what it calls "Act-a-likes," and by using targeting pixels is able to continentally retool the targeting criteria being used to identify the "optimum'" customer. By using previous conversion and targeting criteria as a benchmark, advertisers can then scale their targeting to include additional points of criteria that may be relevant in locating and speaking directly to those key consumers.
Visit ClickZ to read the full column.