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Behavioral Targeting Defined
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Behavioral targeting or behavioural targeting is a technique used by online publishers and advertisers to increase the effectiveness of their campaigns.
 Behavioral targeting uses information collected on an individual's web-browsing behavior, such as the pages they have visited or the searches they have made, to select which advertisements to display to that individual. Practitioners believe this helps them deliver their online advertisements to the users who are most likely to be influenced by them.
Behavioral marketing can be used on its own or in conjunction with other forms of targeting based on factors like geography, demographics or the surrounding content.
Examples of behavioural targeting in advertising targeting systems include: AdLINK 360, Avail, Boomerang, Criteo, DoubleClick, nugg.ad, prudsys and WunderLoop. These targeting systems allow two main ways of using the technology:
1. They allow advertisers and site owners to display different creative to different people;
2. They allow publishers to sell inventory against specific segments of their audiences to advertisers.
Self-learning onsite behavioral targeting systems will monitor visitor response to site content and learn what is most likely to generate a desired conversion event. Some good content for each behavioral trait or pattern is often established using numerous simultaneous multivariate tests. Onsite behavioural targeting requires relatively high level of traffic before statistical confidence levels can be reached regarding the probability of a particular offer generating a conversion from a user with a set behavioural profile. Some providers have been able to do so by leveraging its large user base, such as Yahoo!. Some providers use a rules based approach, allowing administrators to set the content and offers shown to those with particular traits (wikipedia.com).
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Most Recent Behavioral Targeting Clips
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| Less Intrusive and New Online Ad Formats Perceived Most Positively by Consumers | clipped by: fuordigital
Less Intrusive and New Online Ad Formats Perceived Most
Positively by Consumers
The top five most popular (or least unpopular) Web ad formats are:
- Banners
- Skyscrapers
- Advergames*
- "Ghost" ads*
- Video ads & audio ads
The top five most popular (or least unpopular) Web ad formats are:
- Banners
- Skyscrapers
- Advergames*
- "Ghost" ads*
- Video ads & audio ads
| | 9/24/2008 2:18:15 PM |
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| Under 60 Character Email Subject Lines Increases Open Rate | clipped by: fuordigital
Under 60 Character Email Subject Lines Increases Open Rate
According to eROI's latest email marketing survey, The Elements of Email, email marketers are missing opportunities to increase their deliverability, opens, clicks and conversions. The study examines several elements of an Email, recommending that readers test their positions to compare to prevailing practices.
50% of the respondents say they use the company name as the best "from" name choice, while a third say it's based on the campaign. Responses are based on the question: How do you address your "from" line?
- The Company… 50.89%
- Depends on the Campaign… 31.95%
- Individual… 17.16%
| | 9/3/2008 9:08:48 AM |
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| Behavioral Targeting and Privacy | clipped by: fuordigital
Behavioral Targeting and Privacy
Can informed consent put consumers at ease?
Marketers today must face the ongoing challenge of determining the
proper balance between online ad targeting and privacy. However, the
general public may be less concerned about the matter than privacy
advocates might suggest.
Of the 2,513 respondents to a recent Harris Poll, 55% said they were
very or somewhat comfortable with Websites that had privacy policies
allowing targeted advertising and content. And, unsurprisingly, the
youngest respondents—ages 18 to 31—were more comfortable than average,
with 62% indicating approval of such privacy policies.
Still, 45% of the Internet users polled said they were not
comfortable with policies that allow ad targeting—and that is too big a
group for marketers to ignore.
| | 7/30/2008 8:37:49 AM |
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| Behavioral Advertising Mostly OK - If Privacy, Security Safeguards Instituted | clipped by: fuordigital
Most US adults are uncomfortable that some websites use information about one’s online activity to customize website content or ads - but, if site privacy and security policies were improved, most would be comfortable with the practice, according to a new study.
Six in ten (59%) are not comfortable when sites like Google, Yahoo and Microsoft (MSN) use information about a person’s online activity to tailor advertisements or content based on a person’s hobbies or interests: 25% are not at all comfortable, 34% are not very comfortable.
The remaining 41% who say they are comfortable with websites’ tailoring content is split between 7% who are very comfortable and 34% who are somewhat comfortable.
| | 7/19/2008 5:43:19 PM |
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| Behavioral-Targeting Ad Spend Poised for Growth, with Help from Online Video | clipped by: fuordigital
Spending on behavioral targeting will increase to $4.4 billion by 2012, up from just $775 million this year, with online video a major driver of that growth, according to eMarketer.
Growth in the next couple of years is expected to gradually increase (to 1.7 billion in 2010), then jump significantly in 2011 (to $2.7 billion) and again in 2012:
One of the biggest drivers of behavioral targeting growth over the next four years will be online video, which is growing at a snappy pace, although ads placed around video are high-priced, eMarketer said.
Among the current obstacles to the growth of behavioral targeting, eMarketer said, is that marketers are put off by how the technique can serve ads at any time on any site, without consideration of context. They worry, therefore, that their ads will show up in an inappropriate spot.
| | 7/19/2008 5:40:26 PM |
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| Bar-based Media Can Reach TV Ad Avoiders | clipped by: fuordigital
Bar-based advertising has the potential to not only reach a significant portion of adult consumers but also to concentrate its message among those who actively avoid advertising delivered on television or the internet, according to a national survey by Arbitron Inc.
Fully one-third of bar patrons watch television programming at home using a DVR (digital video recorders) and approximately three-quarters use software to block advertising online, according to the study.
Bar patrons embrace new media and technologies at a faster pace than average Americans, particularly new television and music platforms:
Bar patrons are more likely than average Americans age 21 or older to watch TV shows online (streaming), through internet downloads, using cable provider video-on-demand (VOD) services or on DVD - all of which limit viewer’s exposure to traditional TV commercials.
| | 7/14/2008 8:06:47 PM |
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| Consumer Attitudes Towards Online Advertising - The Case for Behavioral Targeting | clipped by: fuordigital
The second annual "State of the Media Democracy" study from Deloitte and the Harrison Group found that while 66% of US Internet users said they would click on additional Internet ads if they were better targeted and 67% would be willing to accept more ads in exchange for free and valuable content, a similar number—65%—called Internet advertising more intrusive than print ads.
Making a strong argument for behavioral targeting, a TNS Global survey commissioned by TRUSTe found that 72.4% of Internet users "agree" or "strongly agree" that irrelevant Internet advertising was intrusive and annoying.
| | 6/30/2008 12:46:32 PM |
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| Wal-Mart Starting to Use Behavioral Targeting | clipped by: fuordigital
Wal-Mart Starting To Use Behavioral Targeting; via Yahoo
Yahoo will use the behavioral data collected on Wal-Mart's website to better target the ads, a practice known as behavioral targeting. As I understand, Wal-mart will use yahoo for serving behaviorally targeted in-house ads (and products) and behaviorally targeted 3rd party ads.
| | 6/9/2008 4:56:39 PM |
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| Only 10% Have Used an Ad Exchanged | clipped by: fuordigital
Although ad exchanges have been a hot topic, adoption by agencies and advertisers is lagging -- approximately 10 percent of those surveyed had tried ad exchanges in 2007. The "automation" of online media buying/selling is definitely technically feasible, but ad exchanges, unlike stock exchanges, can't factor in the nuances of how media, not just online media, is bought and sold.
| | 6/5/2008 2:33:32 PM |
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| 50% of 2007 Ad Budgets Went to Top 10 Properties | clipped by: fuordigital
In spite of the statistics that clearly indicate continuous growth of the long tail, more than 50 percent of last year's online ad budgets still went to the top 10 internet properties. This had many of us scratching our heads. As David Card of Jupiter stated, "For a long-tail market, the internet is pretty concentrated at the head."
| | 6/5/2008 2:31:56 PM |
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| Internet Influencing Purchase Decisions | clipped by: fuordigital
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The Internet And Consumer Purchasing Decisions (selected products among all respondents who purchased product in prior year)
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Product Purchased
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Action
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Music
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Cell Phone
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Real Estate
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Percent who use the internet in product research
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56%
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39%
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49%
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Percent who said online information had a major impact on the decision
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7
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10
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11
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Percent who made the purchase online
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22
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12
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n/a
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Percent who posted a rating or comments online after purchase
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5
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3
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4
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Source: Pew Internet & American Life Project Survey report, May 2008
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| | 6/5/2008 8:06:09 AM |
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| Underscore Marketing's president explains how targeting smarter and engaging consumers not only will | clipped by: fuordigital
Underscore Marketing's president explains how targeting smarter and engaging consumers not only will get brands noticed but also can save them money.
Sustainability-wise, it's hard for the players in a category to consistently out-shout the competition. If marketing were as simple as that, we'd live in a world where every category was dominated by the number-one player. The costs for broadcast continue to accelerate from a cost-per-point perspective, and thus it's getting less and less efficient year after year to keep a brand's noise levels up. If you're not the top dog in your category, you might not be able to afford sustained levels of broadcast noise -- or at least not at the levels that might make a dent in your better-funded competitor's market share.
| | 6/5/2008 7:48:42 AM |
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All Clips
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