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Yahoo!7 today announced the launch of a new Segment Targeting product which offers advertisers a custom targeting solution and extends its current behavioural targeting offering.

Segment Targeting takes targeting beyond just simple demographics and site targeting to audience characteristic segmentation.

The new product allows advertisers to tap into Yahoo!7’s custom audience segments which are based on a combination of audience characteristics such as online behaviour, demographics and life stages.

Refreshed weekly, the segments provide an efficient way for advertisers to target the right users in the right stage of their buying cycle.

“We’ve been offering behavioural targeting to Australian advertisers for over 18 months now and have seen the number of behavioural targeting campaigns on our network grow by 150% year on year*. In the current global conditions our clients are telling us that the efficiency and effectiveness of their online advertising campaigns is paramount. Given this, we have been working hard on developing even better targeting solutions,” said Damon Scarr, National Media Sales Director, Yahoo!7.

“By combining site behavioural targeting, demographic targeting and referred domain targeting Segment Retargeting give advertisers a powerful tool to reach the audience that matters most to them,” said Damon.

The new product follows the launch of Search Retargeting in late 2008 which allows advertisers to reach an engaged audience at the right time in their purchasing cycle by delivering display advertising based on the user’s search activity.