Behavioural Targeting Advertising To Pass $2 Billion By 2008
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.
Publishers like the fact that behavioural targeting delivers more revenue from lesser pages, while users tend to find adverts targeted by their actions to be more relevant to their needs.
Commenting on the new reports findings, David Hallerman, eMarketer senior analyst, said: “As with search, self-targeting rather than media manipulation is the key to engagement marketing or behavioural advertising.”
Hallerman continued: “Advertising online offers marketers more ways to target than they get with most other media. While digital ad targeting methods all have their analogue counterparts, the interactive and dynamic tools that the internet adds to the game give targeting a new face.”
At last years Ad:Tech conference, interactive marketing experts, 24/7 Real Media predicted that search engine marketing will reinvent itself as a lead-generation channel, with behavioural targeting becoming increasingly indispensable for delivering the right content to the most receptive audience (see Search Engine Marketing To Enjoy Popularity Surge In 2006).
