Online advertising offers tools to make ads relevant to consumers by showing them how a given product fits their lifestyles.

Focusing on what targeting technologies do, we start to gain a better understanding of proper messaging that will catch the attention of consumers in various environments.

In general, messaging for Contextual Targeting should focus on a consumer who is highly likely to need additional information about a given product or category based on their immediate online activity.

In Behavioral Targeting, marketers should use messaging that reminds the consumer of the product category that he/she was researching recently.

And for Demographic Targeting, the message needs to relate to the consumer's different age and gender biases to draw the response that achieves the advertiser’s objectives.