Behavioural Targeting

Campaign Management S9

Group B: Rocio Herrero

Saul Aparicio

Jose Llinares

Declan 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?

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.

Limited to the nº of sites of the network Unlimited (depends on the number of sites) Scope Possibility of identifying profiles Limited information about the user User Independent of the mass per site, but relatively high level of traffic before statistical confidence levels can be reached Total mass per site is critical Measured The consumer profile (web page visited, keyword searched, content read, past visits ..) The page and the Keyword Variables taken into account Banners and rich media ads Dynamic: different adds depending on navigation, time.. - Allows retargeting Text based, pop-ups, now testing video formats Static: one ad serves all - no retargeting Formats Pre-Tracking to establish patterns Post-Tracking for results Tracking Less impressions but with a higher CTR CONVERTION ORIENTED More impressions released, lower CTR VISIBILITY ORIENTED Results: webmaster + 3rd company y+ system webmaster + Google (ad sense) Managed by: Personal cookies None Privacy issues YES YES / NO Relevant to the user YES / NO YES Relevant to content consumers profile content of the page Based on: "your past behavior on a given website" "a subject of particular interest to you" Insight "Identifies the best person to serve it to" "Identifies the best page for the ad" Definition behavioural targeting contextual advertising

Concerns about behavioural marketing

Synergies among all the properties acquired by Yahoo!

Thank you