An introduction to behavioural targeting
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Transcript of An introduction to behavioural targeting
A pithy analogy…
Your prospective customer received an application form by direct mail. She’s filled in 80% of it and left it unsigned on the kitchen table.
Imagine if you knew that and, as if by magic, could make her pick it up, complete it and post it?
There are a variety of online advertising techniques to help you compete for consumer attention
Tools to stay top-of-mind
Behavioural Marketing
Target in-market consumers and
remarket to create a
sustained marketing effort
Lead Generation
Use your own site or 3rd party
partners to collect leads for communicating
product info
Awareness Building
Create high impact, high
reach campaigns and use rich
media such as Video
IMPACT DIALOGUE INFLUENCE
Clever cookies
• Cookies (1 x1 pixels) allow us to follow audience behaviour and re-target customers with relevant offers online.
• Often used for finance, travel, autos and other long purchase cycle categories.
• Behavioral targeting delivers a pre-qualified audience and, usually, much higher conversion
Major advertisers recognise the importance of talking to consumers
throughout their entire web experience
Spend on behavioural is rising rapidly
$285
$648
$925
$1,200
$1,500
$2,100
2003
2004
2005
2006
2007
2008
Source: eMarketer, April 2006
Behaviour Targeted Online Ad Spend, US $(Millions)
Targeting can be tailored based on consumer behaviour and campaign objectives
Types of Behavioural Targeting
Types of Targeting
Target Audience
Defining Behaviour
Campaign Goal
Source: JupiterResearch, June 2006
ContentIndividual displaying affinity for specific
content themes
Frequent or recent visits to interest-
based contentBranding
Purchase Intent
Individual researching product
or service
Frequent or recent visits to vendor sites
Increasing conversion
Customers who visit travel-related sites are identified as “in-market” and shown your ad as they continue their journey online
Content Behavioural Marketing
User
Internet
Customers who visited your site (from anywhere) can be retargeted to ensure your message is sustained, leading them back to your site
Purchase Intent Behavioural Marketing
Behavioural
Network
It’s easy to measure success
• Simple to measure conversion percentage…
• …and compare to performance of non-behavioural inventory
Source: Advertising.com 2006
C onvers ion R ateAll Vertic als
Without B ehavioural With B ehavioural
3 times as effective
Where’s it going?
Sky+• The latest Sky+ boxes
are equipped with separate hard drive ready to learn your viewing and serve pre-selected TV advertisements