Stephen Panjaitan PRESIDENT UNIVERSITY ORGANIZATION BEHAVIORAL

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 timewith 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 advertisingbehavioural 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 pageconsumers profile Relevant to content YESYES / NO Relevant to the user YES / NOYES Privacy issuesNonePersonal cookies Managed by:webmaster + Google (ad sense)webmaster + 3rd company y+ system Results: More impressions released, lower CTR VISIBILITY ORIENTED Less impressions but with a higher CTR CONVERTION ORIENTED TrackingPost-Tracking for resultsPre-Tracking to establish patterns Formats Text based, pop-ups, now testing video formats Static: one ad serves all - no retargeting Banners and rich media ads Dynamic: different adds depending on navigation, time.. - Allows retargeting Variables taken into account The page and the Keyword The consumer profile (web page visited, keyword searched, content read, past visits..) MeasuredTotal mass per site is critical Independent of the mass per site, but relatively high level of traffic before statistical confidence levels can be reached UserLimited information about the userPossibility of identifying profiles ScopeUnlimited (depends on the number of sites)Limited to the nº of sites of the network

Concerns about behavioural marketing

Synergies among all the properties acquired by Yahoo!