Creative Behavior

  |  March 1, 2006   |  Comments

Solid behavioral campaigns begin as collaboration between media and creative.

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:

  • She has no clue what it is.

  • She's heard of it but doesn't believe it impacts her.

  • She understands it very well and understands her role in creating successful behaviorally targeted campaigns.

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:

  • Target content and keywords. If the behavioral identification begins on the publisher's network, you must determine messaging and frequency for the initial contextual pages. If it's a time-sensitive offer, your frequency level may be set at one. If the message doesn't expire in a short time and you want reassurance your target is in-market (and didn't accidentally stumble into that section), you may set frequency for two to three exposures.

  • Cast the net. Once consumers have left the contextual sections, creative and frequency play an even more important role. At this point, you need to grab consumers' attention (remember, the message may not have anything to do with the pages they're now on). One way to grab attention is to make the message relevant to their initial behavior. If they just came from the domestic travel section, for example, the message should be about domestic trips. Special offers are always attractive, and offers don't always mean discounts. They may include opt-ins for additional information, newsletters, or invitation-only events.

  • Remarket. A consumer visits your site, but then exits without purchasing or registering. Fortunately, you've tagged your campaign for remarketing. Unfortunately, you forgot to assign specific creative for remarketing. What do you do? In most cases, you shouldn't run the same creative as before. It's like introducing yourself to someone with whom you just had a conversation. You're better off not remarketing in this case. If you planned ahead, however, assign specific creative based on consumers' actions on your site and any new information you may have on them.

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:

  • Target content and keywords. The consumer visits the insurance section of a site where advertiser X serves a generic insurance ad. The consumer gravitates toward the long-term-care insurance section.

  • Cast the net. The consumer leaves the insurance section and visits the news section; advertiser X, who has now identified the consumer as a prospect for long-term-care insurance, serves four to five ads related to long-term-care insurance. After the fourth exposure, the consumer clicks the ad.

  • Remarket. The consumer begins filling out an application for a quote but exits the site before completing it. The advertiser remarkets to the consumer with an ad that provides downloadable information on the benefits of long-term-care insurance. The consumer clicks the ad and opts in to receive a white paper on the benefits of long-term-care insurance. Later that week, the consumer finishes the application process and requests to be contacted by a representative.

Please take the time to participate in ClickZ's short reader survey, which will be live until March 3. To thank you for your participation, ClickZ will make a donation to charity on your behalf for every survey completed. Details of the charities you can nominate are provided at the end of the questionnaire.

ClickZ Live Chicago Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!

ABOUT THE AUTHOR

Anna Papadopoulos

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.

Follow her on Twitter @annapapadopoulo and on LinkedIn.

Anna's ideas and columns represent only her own opinion and not her company's.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Resources

Jobs

    • Executive Assistant
      Executive Assistant (Agora Inc. ) - BaltimoreAgora Inc., an international publishing company, located in the Mt. Vernon district of Baltimore, MD...
    • Paid Search Specialist
      Paid Search Specialist (Boathouse, Inc.) - Waltham  Boathouse is looking for a Paid Search Specialist to work as a part of the Digital Acquisition...
    • Paid Search / Search Engine Marketing (SEM, PPC) Specialist
      Paid Search / Search Engine Marketing (SEM, PPC) Specialist (HeBS Digital) - New YorkJOB TITLE:     Paid Search / Search Engine Marketing...