It’s been around for quite a while, the late 90’s. But as privacy and technical issues are going away, marketers should consider behavioral targeting in their on-line advertising campaigns.
For those who just missed it, behavioral targeting is the ability to deliver ads to consumers based upon their recent behavior viewing web pages, shopping online for products and services, typing keywords into a search engine or a combination of all three. You can have some more details on behavioraltargeting.com and behavioral targeting 101 on iMedia Connection.
Microsoft recently added it to its offering — read Microsoft adds behavioral targeting – Tech News & Reviews – MSNBC.com — as Yahoo did before as well — read Yahoo! behavioral targeting.
Interestingly enough, AdAge Digital highlights that Behavioral Targeting becomes The New Killer App for Research. Some even put forward some effectiveness performance:
“The behavioral targeting ads increased ad awareness by 51%, while content targeting resulted in only a 33% boost.” — Snapple
As Marketing 2.0 is all about considering your customers and prospects literally as Stars, this should be no surprise to you that I wanted to stress the use of it as a “must have” advertising tactic. Relevant context is king.