8: Who are the primary target audience now and has this changed? Who was it before and how do you know?

In 2000 26.8% internet users as percentage of populattion used the internet, these were in small businesses. In the second quarter of 2004, 52 per cent of households in the UK (12.8 million) could access the Internet from home, compared with just 9 per cent (2.2 million) in the same quarter of 1998. Targeted advertising, to be truly effective, must start with a real understanding of the audience that you aim to engage. Advertisers are concerned of reaching a large engaged audience. It attracts the people who are plugged into the digital world. It is difficult to target children in digital advertising because their use is limited or most often they have to be accompanied by an adult whereas before all audiences watched TV.

The Coca-Cola Zero campaign used super-expanding banners within Windows Live Messenger to deliver its Avatar-themed ads to a target audience of 18-34-year-olds, with remessaging used to drive awareness amongst an active online audience.The Messenger campaign reached an impressive 2 million users in the target audience. If this was advertised on TV, Coca Cola might have had a lower result because they cannot guarentee their target audience is watchin TV at that time.

Orange is slowly developing its audience and online advertising activities. Orange is also extending its audience and online advertising solutions to other screens (mobile, TV) in partnership with media and advertising players.