Where are they? How I reach them?
Being at the right place on the right time is one of the most crucial things that advertisers stress about during campaigns. Usually people try to minimize that stress by doing some type of targeting on those campaigns. For example, they try to target based on user characteristics such as sex, age, marital status, work etc, etc.
Sorry, to burst your bubble, but that is just old-school and not working.
However, if you want to be effective in that targeting you do, you might want to consider contextual targeting since it is the best way to time and reach the people that are interested of subjects related to your adverts.
In contextual targeting the adverts match or somehow coincide with the subject of the article, the site or the blog post. This means that there is a relevancy, a link, between the advert and the content where the advert is displayed at. In other words, you are at place meeting the people when they are somehow interested of a specific subject.
There is a simple logic behind contextual targeting and why it works.
Just think about this for a moment and you will see how logical it is yourself. If I would be interested in purchasing a new camera, most likely, nowadays, you will look for posts and reviews about different cameras. How nice it would if, while reading some blog post, a related advert would pop up. Advert on camera or maybe just a selfie-stick or advert related to software that you can do videos with. This would be more beneficial for me than some other advert on that site.
Or think about this example. My friend who is a vegan, 30s-something woman working in a creative job. A person, not maybe the first on the list of target audience for car company selling new cars. In traditional targeting method, relaying on targeting on personal characteristics, this individual would most likely never see an advert related to a new electric car. So, think how she would react, when while reading a blog post about driving trip at north Finland, the advert of that electric car would pop up.
Old way, a missed opportunity - vs - The new way, gained possible prospect
It is just pure logic that when the content of what you are reading or looking at somehow matches with the adverts shown on that page, you are more preceptive to those messages. Your brain is already somehow connected to that content and subject, and thus you are more likely to react on those messages.
Timing is the key
As an entrepreneur, I can be a great target audience for companies offering different kind of CRM software or accounting services. However, am I happy to receive an advert of those services while reading an article on how to make apple juice of my apples growing in my garden? Not likely. But would I be interested in those adverts, if they would appear on page while reading on article on company tax policies or blog post about fabulous sales processes. More likely I would guess.
As you can see, contextual targeting is the new black and way to do targeting now and in future. Reach the possible prospect when they want not when you want them to be reached.