Theoretically, any type of action a consumer does online can be defined as their "online behavior." From their previous actions (i.e., clicking on a banner) to taking those actions and building a predisposition model based on their "likelihood to." Standard targeting tactics can increase the value of advertising for publishers, networks, agencies, and brands; however, by optimizing the way we target users online, there is the opportunity to increase consumer relevancy and subsequently, conversion rates. It's the more advanced targeting tactics (those that are beyond standard content and geography) that allow you to reach users further down the purchase funnel.
According to a research study by the Network Advertising Initiative, users who clicked on behaviorally targeted ads increased their likelihood to convert by 2.48 times the conversion rate of standard RON (define) ads while increasing the cost of these ads by only 2.08 times the cost. While the study admits to missing the key component of how likely users are to click in the first place (especially as this pool of online users is continually shrinking), it's more important than ever to recognize the overall benefit of creating relevancy for consumers.
While standard behavioral targeting methodologies vary across different publishers and networks, it's not necessarily successful across the board, and results can vary pending overall success metrics.
In the ever-evolving competitive nature of online advertising and opportunity to leverage backend technology, optimizing and trying different types of behavioral targeting are important. Below are a few worth considering and when not to give them a try:
While the above list is not inclusive (each company has its own favor), it can be helpful to consider some before excluding advanced targeting tactics from your media buy. As noted in many of the options, often the top-performing metrics are less scalable, hence the importance of testing and optimization.
Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
As group director of marketing services for Nurun, Amy Manus is responsible for ensuring clients' interactive strategy and objectives translate into targeted, measurable, and successful digital media campaigns.
Amy leads and manages the media team at playing a key role researching and evaluating the digital media landscape, directing clients' innovation and emerging media strategies, inclusive of social media and mobile. She is instrumental in the Nurun's global advertising strategies and development, working with teams in Canada, Europe, and Asia.
Amy is a member of the Interactive Advertising Bureau and the Atlanta Interactive Marketing Association. A native of Cincinnati, Amy received her bachelor's degree in marketing and minor in speech and communications from Clemson University.
March 19, 2014