Five things to consider before launching, expanding, or testing elements of behavioral targeting.
There's no question that the identification of behaviors and insights are leading the cause when it comes to consumer engagement (with a greater degree of relevancy based on their preferences and interests). With consumers spending more time than ever online, it is evident advertisers have a better sense of their passion points, intended purchases, and even grievances against brands, specifically down to the cookie level.
This level of data available is subsequently enabling brands to target much more granularly. According to eMarketer, 97 percent of advertisers and agencies said they would be using some form of audience targeting in 2011, and nearly half (47 percent) said it would account for the majority of their online advertising spending (PubMatic and DIGIDAY, "Publisher Trends: Brand + Audience," March 2011). When looking at specific type of audience targeting, behavioral is used by 83 percent of U.S. advertisers (a tie for first to demographic).
While behavioral targeting may be considered "old tricks" to some, below are a few things to consider before launching, expanding, or testing elements of behavioral targeting:
I could continue the list, but I'd like to know other tactics you're taking. Like all online advertising efforts, behavioral retargeting is a balanced mix of planning and preparation prior to campaign launch, as optimizing, refining, and testing as you continue to ensure performance is maximized. The ever-moving target changes as fast as a consumers' behavior online.
Amy is off today. This column was originally published May 11, 2011.
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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.
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