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Published byErin Wagner
Modified over 4 years ago
Neil Perry Vice President iMedia Communications Insight Presentation: Behavioral Targeting
Agenda –What is Behavioral Targeting? –The Four Types –Case Studies
iMedia / Ponemon Study –Based on Media Director Reponses: 13% of 2005 Buys are Behavioral Targeting 21% of 2006 Buys will be Behavioral Targeting
What is Behavioral Targeting? –Targeting Web Users Based On Observed Behavior Target People, Not Pages
Four Types of Behavioral Targeting: –Publisher –Network –Ad Optimization –Computer
Publisher Side –Individual websites track behaviors, target consumers of like mind –Segment Audiences Auto, Pharma, Finance, etc.
Travel Industry Case Study –Unidentified Client –Publisher Side Behavioral Targeting + Dynamic Logic Study –Measures Actions & Attitudes
Travel Sector – Results: –100% Lift in reaching Business Travelers (vs. RON) –75% Lift in reaching Leisure Travelers (vs. RON) –18% Lift in reaching Travelers – planning trip in 6 months
Persuasion Metrics Up Brand Favorability and Purchase Intent Increased Brand Metric Measurement
Ad Network Side –BT Advertising Run Over Many Sites Broader Reach; Consistent Target Narrower Criteria
e-Diets –Buy included Behavioral Targeting, Contextural, and Run of Site Ads –Network - 800 sites –Drive visits to e-Diets –Drive Newsletter sign-ups –4X Frequency Cap
Health and Fitness Buffs Active Adults
* Index normalized to adjust for relative ad performance level differences among sites and sections where ads were distributed
Ad Optimization –An Ad Optimization Engine; a Decision Tool –Determines Appropriate Ad for Consumer at the Appropriate Time –Based on Past Site Behavior
Monster Case Study –Employed Network Behavioral Targeting + Ad Optimization Strategy –Dramatic Results
Monster Case Study –Drive employers to post jobs –Drive job seekers to post resumes –Behavioral Targeting delivered ads based on websites visited, time of day, geography, etc.
Ad Optimization Strategy –Target visitors to Monster.com Failed to post resume –Ads delivered based on behavior Adjusted frequently
Monster Results !!! Jun 04Jun 05 Job Postings 20K 40K 60K 100K LeadBack implemented Over 590,000 jobs posted to date! 80K Sept 04Jun 05 10K 20K 40K 60K 30K 50K Resume Postings 63% Increase Nearly 300,000 resumes posted to date!
Netscape –Millions of Page Views –Potential ISP Conversion Opportunity –Portal Ad Unit
Ad Optimization - Netscape –Right Message, Right Person, Right Time –Deliver Intelligent, Informed Offers
Modeling –12% of Impressions Delivers 90% of Registrations –Only Best Prospects Get Ads Balance of Inventory Sold Off –Visitors Scored Instantly And get appropriate message
Increased ISP Registrations $16.5mm in Incremental Ad Revenue
Computer Behavioral Targeting –Computer Behavior Tracked in Total; Requires download of tracking software –Usually accepted in exchange for free programs –Results in higher conversions
Questions…contact: –Nick Johnson, Revenue Science –Bennett Zucker, Tacoda –Charles Whittingham, Advertising.com –Joseph Zawadzki, Poindexter
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