One in four online advertisers in the States will use ‘behavioural targeting’ by next year, according to a leading authority on the impact of the Internet and emerging consumer technologies on business.
JupiterResearch, in the report titled “Effective Targeting”, says advertisers and agencies that have tested early online behavioural targeting services are yielding positive results.
“While behavioural targeting is still a new form of targeting for online advertisers and content publishers, early adopters are demonstrating its significance, especially advertisers with long purchase cycles,” said Emily Riley, analyst at JupiterResearch and lead author of the report.
“Now is the time for publishers and service providers to capitalise on advertisers’ optimism and offer a behavioural targeting solution.”
Currently there are two popular forms of behavioural targeting: extended content targeting and purchase intent targeting. Extended content targeting focuses on a displayed interest of a group of people and allows advertisers to target people with this interest while they are viewing other types of content. Purchase intent targeting is employed by advertisers to define an audience at a certain stage in a purchase or conversion cycle.
“Online advertisers are using behavioural targeting to uniquely build their brand, drive direct online sales and meet advertising goals,” said David Schatsky, president of JupiterKagan.
“As service providers and publishers develop their behavioural targeting offerings, advertisers must keep their specific goals in mind when selecting which service provider to engage.”
Behavioural targeting advertising in the US is expected to pass the $2 billion mark by 2008, with marketers expected to spend $1.2 million on the medium in 2006 (see Behavioural Targeting Advertising To Pass $2 Billion By 2008).
Related Links
