Empower – a Lesson in Topic Targeting

As the countdown to Mint’s shutdown in January 2024 begins, the race is on among various contenders to fill the void left by the popular budgeting app. Many of these alternatives are struggling to distinguish themselves in the eyes of consumers. This presents a prime opportunity for advertisers to highlight the unique value of their products.

In particular, leveraging topic targeting in advertising can be a powerful tool to precisely connect with the right audience. Join me as I explore how Empower seized this opportunity to capture attention in the wake of Mint’s departure.

The Ad in Context

While perusing the money section of nytimes.com, I encountered a strategically placed advertisement from Empower. Front and center in the article, the advertisement showcased a visually appealing representation of Empower’s dashboard. Followed by a compelling call to action—encouraging users to try out the service for free. In a previous article, I explored sponsorship opportunities on nytimes.com, but if Empower employed topic targeting, it stands out as a best-in-class example of precision in advertising.

Advertising Targeting Types

In the landscape of digital advertising, understanding the nuances of targeting is crucial. Two primary targeting types are used: page content (topic targeting) and the audience. Allow me to provide some clarity on these terms. 

Topic targeting

Topic targeting in advertising involves tailoring ad placements to specific content categories or themes. Advertisers choose topics related to their products or services, with the intent that their message reaches a relevant audience.

Audience targeting

This targeting type serves ads based on some relevant aspect of a target customer: the individual’s demographics, persona, life events, or browsing behavior. Advertisers employ this approach to reach a more precise and receptive group of individuals who are likely to be interested in their products or services.

The Correct Use Case for Topic Targeting

Cleverly placed in The New York Times, Empower’s advertisement targets users actively exploring alternatives following Mint’s exit. By targeting specific terms relevant to its business, Empower can reach users in the information-seeking and consideration stage of the buying process. Prominently tapping into a need at a crucial moment, Empower’s ad becomes both relevant and welcomed by the target audience.

Navigating the Advertising Maze

The art of targeting an ad is undoubtedly complex, and if you find yourself navigating this intricate terrain, I’m here to assist. Don’t hesitate to reach out if you’re seeking guidance on audience targeting or an overarching advertising strategy. 

Feel free to contact me via the following page or at [email protected]. Let’s collaborate to ensure your ad finds the right audience and resonates with lasting impact and effectiveness.