Agencies “Very Excited About Behavioural Targeting”

Media agencies are “very excited about behavioural targeting” according to Matt Simpson, talking at the AOP Behavioural Targeting Forum held in London on Wednesday.

Simpson, chairman of the IPA Digital Media Group and head of OMD Group Digital, said behavioural targeting “should be able to do huge amounts”.

He added: “The great thing about behavioural targeting is consumer insight.”

Simpson said that all agencies want the same thing – more relevance, more attention, more response and learning, to “create better performance.”

For that reason, he argues that behavioural targeting “should be massive”.

However, Simpson also thinks that “there are things holding it back so it’s not as big as perhaps it should be at the moment”.

Simpson challenges the technology providers to give agencies the tools and allow them to experiment with behavioural targeting, saying: “If you do, the market will grow a lot faster. We will find stuff that works if we’re allowed to play around with it.”

Simpson believes that to an extent behavioural targeting is a “bit guarded at the moment” and needs to change in order to move forward.

AOP: www.ukaop.org.uk IPA: 020 7235 7020 www.ipa.co.uk OMD: www.omd.com