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Microsoft Advertising mejora su segmentación
Añade técnicas de behavioral tarjeting para complementar los datos sociodemográficos y de afinidad.
Redacción. Actualizado: 09 / 06 / 2009 | 11:31

Microsoft Advertising mejora su segmentación de audiencias para acercar a los anunciantes a los 19 millones de usuarios de MSN y Windows Live gracias a herramientas de segmentación por comportamiento. Esta opción se suma a las ya existentes de segmentación socio-demográfica y por afinidad que ya ofrecía la herramienta de la compañía.
La segmentación por comportamiento ayuda a especificar aún más el target al integrar dos opciones: La primera, que analiza el comportamiento del usuario en la web para servir la publicidad más adecuada para éste (behavioral), y otra de re-messaging que permite al anunciante enviar mensajes específicos a aquellos usuarios que ya hayan visitado su web anteriormente. Todo ello se hace extensible a los diferentes soportes de Microsoft Advertising que incluye desde PCs a móviles o videojuegos.
Juan Carlos Fernández, Director General de Consumo y Online de Microsoft Ibérica, se ha mostrado “muy satisfecho” con el anuncio de estas mejoras que suponen, en realidad, un nuevo enfoque y “una espectacular oportunidad para los anunciantes”.
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