Educating agencies and their clients is key to behavioral targeting's success.The future has already arrived. It's just not evenly distributed yet. --William Gibson, writer
I ran my first behaviorally targeted campaign a year ago. It was for a December automotive sale. It was the first time the media property offered behavioral targeting, and it experienced problems launching the campaign. The campaign consequently ran for a week instead of a month, and results were flat at best.
Fast-forward a year. Again, I was planning a December sales promotion and incorporating behavioral targeting into the campaign. To increase my reach, I included a property that's offering behavioral for the first time. Guess what happened. The buy ran for a week instead of a month, and results were flat at best.
Thank heavens for forgiving clients.
Has so little changed in a year? Truth is behavioral targeting as a concept has grown strongly since last year. As an execution, however, it still has a long way to go. A few major developments include:
Education on behalf of agencies and, subsequently, their clients, is still limited. As a result, we're presented with the following scenarios as we enter 2006:
Which scenario does your experience fall into? Whichever, remember your 2006 approach must begin with education. To launch the year right, below are some top developments industry professionals are anticipating for 2006:
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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.
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