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 senior media director for the Razorfish Atlanta office, Amy brings more than 15 years of media expertise that spans across both traditional and digital media. Often noted for her passion of media and dedication to finding the right solution, Amy ensures clients business objectives translate into targeted, measurable, and successful initiatives. Although her skill set is vast, her greatest expertise centers in the worlds of media research, strategic media planning, interactive planning and buying, social media, analytics, and search engine marketing. Amy has worked with world-class organizations such as AT&T, The Coca-Cola Company, Pleasant Holidays, Clarins, Disney, Equifax, and Loews Hotels to name a few. Aside from her work at the agency, Amy has been a regular columnist for ClickZ's "Data Driven Marketing" vertical for the past five years and has been a contributor to notable industry media including Adotas, Media Post, The New York Times Online, and the IAB. Amy holds a double major in Marketing and Speech and Communications from Clemson University.
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