Date post: | 30-Nov-2014 |
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Business |
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Campaign Management S9Group B: Rocio Herrero
Saul AparicioJose LlinaresDeclan O’Reilly
Behavioral targeting (BT) is an advertising methodology in which an advertiser’s creative is shown to users based on the sites they visit and/or
what the user does on those sites.
How does it work?
How does it work?
How does it work?
How does it work?
Benefits of behavioural marketing techniques
Optimization of campaigns
Right place,Right people, Right time with the Right message
Right people: going beyond demographics. Historical details such as the frequency and monetary value of previous purchases and transactions are taken into account to establish patterns.
Right place: you can target your audience by their browsing device, including WAP/mobile devices.
Right time: not only referring to the time of day / day of week of their visit but also referring to their navigation moment such as specific actions taken during a visit, such as viewing an article, completing a purchase, or abandoning a shopping cart.
Right message: knowing their profile and their moment in time you can customize the message – retargeting.
contextual advertising behavioural targeting
Definition "Identifies the best page for the ad" "Identifies the best person to serve it to"
Insight "a subject of particular interest to you" "your past behavior on a given website"
Based on: content of the page consumers profile
Relevant to content YES YES / NO
Relevant to the user YES / NO YES
Privacy issues None Personal cookies
Managed by: webmaster + Google (ad sense) webmaster + 3rd company y+ system
Results:More impressions released, lower CTR
VISIBILITY ORIENTEDLess impressions but with a higher CTR
CONVERTION ORIENTED
Tracking Post-Tracking for results Pre-Tracking to establish patterns
FormatsText based, pop-ups, now testing video formats
Static: one ad serves all - no retargeting
Banners and rich media adsDynamic: different adds depending on navigation, time.. - Allows retargeting
Variables taken into account
The page and the KeywordThe consumer profile (web page visited, keyword searched, content read, past
visits ..)
Measured Total mass per site is criticalIndependent of the mass per site, but
relatively high level of traffic before statistical confidence levels can be reached
User Limited information about the user Possibility of identifying profiles
Scope Unlimited (depends on the number of sites) Limited to the nº of sites of the network
Concerns about behavioural marketing
Concerns about behavioural marketing
Concerns about behavioural marketing
Synergies among all the properties acquired by Yahoo!
Synergies among all the properties acquired by Yahoo!
Thank you