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An introduction to behavioural targeting

An introduction to behavioural targeting



An introduction to behavioural targeting, Guy Phillipson (17 January 2006)

An introduction to behavioural targeting, Guy Phillipson (17 January 2006)



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    An introduction to behavioural targeting An introduction to behavioural targeting Presentation Transcript

    • An introduction to behavioural targeting Guy Phillipson 17 January 2006
    • A pithy analogy…
      • Your prospective customer received an application form by direct mail. She’s filled in 80% of it and left it unsigned on the kitchen table.
      • Imagine if you knew that and, as if by magic, could make her pick it up, complete it and post it?
    • There are a variety of online advertising techniques to help you compete for consumer attention Tools to stay top-of-mind Behavioural Marketing Target in-market consumers and remarket to create a sustained marketing effort Lead Generation Use your own site or 3 rd party partners to collect leads for communicating product info Awareness Building Create high impact, high reach campaigns and use rich media such as Video IMPACT DIALOGUE INFLUENCE
    • Clever cookies
      • Cookies (1 x1 pixels) allow us to follow audience behaviour and re-target customers with relevant offers online.
      • Often used for finance, travel, autos and other long purchase cycle categories.
      • Behavioral targeting delivers a pre-qualified audience and, usually, much higher conversion
    • Major advertisers recognise the importance of talking to consumers throughout their entire web experience Spend on behavioural is rising rapidly Source: eMarketer, April 2006 Behaviour Targeted Online Ad Spend, US $(Millions)
    • Targeting can be tailored based on consumer behaviour and campaign objectives Types of Behavioural Targeting Types of Targeting Target Audience Defining Behaviour Campaign Goal Source: JupiterResearch, June 2006 Content Individual displaying affinity for specific content themes Frequent or recent visits to interest-based content Branding Purchase Intent Individual researching product or service Frequent or recent visits to vendor sites Increasing conversion
    • Customers who visit travel-related sites are identified as “in-market” and shown your ad as they continue their journey online Content Behavioural Marketing User Internet
    • Customers who visited your site (from anywhere) can be retargeted to ensure your message is sustained, leading them back to your site Purchase Intent Behavioural Marketing Behavioural Network
    • It’s easy to measure success
      • Simple to measure conversion percentage…
      • … and compare to performance of non-behavioural inventory
      Source: Advertising.com 2006 3 times as effective
    • Where’s it going
      • ipTV
      • Targeted TV ads according to viewing behaviour
    • Where’s it going?
      • Sky+
      • The latest Sky+ boxes are equipped with separate hard drive ready to learn your viewing and serve pre-selected TV advertisements
      • But behavioural targeting online is here right now…