Yahoo was recently in our office and we had the day to speak with their team about many new features and advanced strategeies of their current offerings.
Almost a year ago Yahoo started offering demographic targeting.
Part of the appeal is that advertisers can target age and gender in addition to time of day or day of the week.
In a recent article Emarketer reported that only 37% of publishers offered demographic targeting and unbelievably just over half of all online publishers offered geographic targeting. Kudos to Yahoo for helping to set the standard.
There are many different types of targeting available and different types of targeting work for different advertisers. If your target market has a large enough audience – I would suggest you try time-targeting (also referred to as day-parting) or geogrpahic targeting first and as appropriate move onto other types of targeting that may be offered by your search engine of choice.