"Win 2 pairs of return air tickets to Hong Kong," the contest on sgtravellers.com required me to fill me in personal details such as income group, age band, and gender.
Arguably the most promising means of ad targeting is based on reading people's behaviour. In my marketing experience, it can be a more accurate predictor of behaviour than mere demographic measures.
Say we know a 40-year old male, married and earning $200,000 a year. An inexperienced marketer would think the ads best suited for him would be a sports car or a top-of-the-line hifi system. What we don't know, however, is that he hates his job, his marriage is falling apart and he's dreaming of getting away from it all to Kathmandu. If we knew his psychographic profile, we could be targeting him for travel packages or marriage counselling services.
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