Introduction to Behavioural Marketing & Advertising

Behavioural Targeting: Audience based Advertising

Introduction ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Pro’s and Con’s of Behavioural Targeting ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Opportunities Challenges ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],* Source: OMMA Magazine August 2007

Ways of delivering Behavioural Targeting ,[object Object],Network e.g. Tacoda Ad Server e.g. Touch Clarity Computer e.g. uTarget Publisher e.g. Guardian

Publisher Based ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Publisher Case Study ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Publisher Case Study ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Network Based ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Publisher Case Study ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Computer Based ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Ad-Server ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Re-Targeting (Network or Ad Server) ,[object Object],[object Object],[object Object],Site B ,[object Object],[object Object],[object Object],User: 1 st session Same user: new session Site A Site C … .site x Cookied user meets segment criteria e.g. Clicked on Movie panel but did not book Segment 1 Segment 2 Segment 3

Introduction to Behavioural Marketing & Advertising

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Introduction to Behavioural Marketing & Advertising