Behavioral targeting for internet advertising is a fairly new trend that is catching on fast, largely due to the internet’s ability to record user behavior. Internet marketers like targeted ads because they reach specific consumers, eliminating extra spending while also increasing advertising efficiency.
|In the latest survey published online by MarketingSherpa, researchers found that 22% of advertisers are planning to increase their behavioral targeting budgets significantly this year.
As advertising dollars are dramatically shifting from traditional media to online media, advertiser’s of today are embracing new strategies such as search engine optimization (SEO) and cost per view (CPV) advertising, as well as keyword, demographic and behavioral targeting.
In the latest survey published online by MarketingSherpa, researchers found that 22% of advertisers are planning to increase their behavioral targeting budgets significantly this year. In addition, 36% of the survey participants said they got “great results” with behavioral targeting while 52% claimed “great results” for paid search. The benefits of behavioral targeting for internet advertising were found to be: more click throughs, more conversions, and an improved ROI.
However, advertisers should not focus their entire ad campaign completely on this type of targeting. The downside of behavioral targeting is that it has the effect of reducing reach. Just because a potential customer has not shown a previous interest in a past behavior does not mean that they will not be attracted to new products. Advertisers may miss a lot of sales opportunities if they do not expand their marketing techniques.
In order to fully realize the promise of behavioral marketing, the online advertising business must gain the trust of internet users who demand privacy and respect of personal information. This is doable because behavioral targeting for internet advertising does not require any personally identifiable information. In addition, if advertisers are able to make high quality advertisements that will catch a user’s full attention, they can fully appreciate the value of behavioral marketing. Therefore, a successful ad campaign should have behavioral and contextual targeting.
For more information about behavioral and contextual targeting with cost per view CPV and pay per view PPV internet advertising, visit http://www.directcpv.com
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