[Major targeting strategies and researching]

1. No targeting

• Best example : No-targeting
• Campaign sustainabilty : Always-On
• Effective channel : Google UAC, Tiktok, Ad-networks
• Brief of strategy :
  • Most suitable strategy for media that depend heavily on machine learning per se such as google UAC or ones whose user pool resembles that of theQoos such as Tiktok
  • Gurantees most sustainable efficiency to the over 1 month, long-run campaigns
• Researching and testing execution (click toggle for detail)

2. Look-a-like Audience (LAL) Targeting

• Best example : 3%-LAL of App open users (FB), Narrowed LAL of cheap CPI users (Tiktok)
• Campaign sustainabilty : 1-2 months
• Effective channel : Facebook, Tiktok
• Brief of strategy :
  • Mainly used in Facebook and Tiktok where platform provides Look-a-like audience creation function
  • Facebook ads : LAL 3% has turned out to be proper target scale which meets sweet spot between volume and cpi (Adjusted in on-going campaign in real-time without ab testing)
  • Tiktok ads : 'Cheap cost user's LAL user' segment had made and proceeded to testing
• Researching and testing execution (click toggle for detail)

3. Micro-Targeting (Hyper Segmentation)

• Best example : 'BTS, K-pop interest user / 3 main cities and 40km metropolitan area + 30 states / 13-44 / Female / Instagram user' ⇒ Micro-targeting of Intersection user segment
• Campaign sustainabilty : maximum 2 weeks
• Effective channel : Facebook
• Brief of strategy :
  • Hyper-segmented user pool test based on Facebook's user information
  • No positive outcome from test of user segmentation based on core user's demographic information
  • 2nd test delivered under condition of 'Core user demographic segmentation + ad-placement and creative information' ⇒ Discovered competitive segment
• Researching and testing execution (click toggle for detail)