Here's a sure-fire way to know if you're doing a decent job with behavioral targeting: ask someone in your creative department if she knows what it is. In most cases, you'll find one of the following:
A solid behavioral campaign must begin as collaboration between media and creative. If you plan to run, or are currently running, a behavioral campaign and haven't mentioned it to your creative team, expect to see results below potential. Drive Performance Media reports campaigns that utilize targeted creative may recognize a 900 percent increase in campaign performance compared to generic messaging.
Several renditions of creative should be produced, particularly if remarketing is in the mix. I know of one rental car advertiser that produced 50 distinct ads for its behavioral campaign. In other words, make sure your project manager has budgeted appropriately and your creative team understands its role.
Behavioral targeting is relationship marketing. At each level, consumers provide personal information through their actions. Since consumers' actions develop in real time, the marketer must respond appropriately and quickly at each level. This requires careful upfront planning.
One reason for multiple creative is behaviorally targeted campaigns are set at a higher frequency than typical, content-targeted campaigns. On average, a consumer may see more than 10 messages from a particular advertiser in a short time. Therefore, messaging must advance the conversation and relationship. Think of creative rotation in at least three pools:
It takes careful planning, testing, and collaboration to achieve strong results with behavioral targeting. If you're still confused about how this may look in action, check out the example below of what an insurance company may choose to do. Work with your creative team in laying out a similar model and see what you end up with:
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Based in New York, Anna Papadopoulos has held several digital media positions and has worked across many sectors including automotive, financial, pharmaceutical, and CPG.
An advocate for creative media thinking and an early digital pioneer, Anna has been a part of several industry firsts, including the first fully integrated campaign and podcast for Volvo and has been a ClickZ contributor since 2005. She began her career as a media negotiator for TBS Media Management, where she bought for media clients such as CVS and RadioShack. Anna earned her bachelor's degree in journalism from St. John's University in New York.
Anna's ideas and columns represent only her own opinion and not her company's.
June 5, 2013
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