Give Your Advertising a Second Chance - So What do the Numbers Say?
(Page 4 of 4 )
As I mentioned, behavioral retargeting is a subclass of behavioral marketing, and that form of advertising has been seeing some fairly serious growth. Back in 2004, Jupiter Research figured the percentage of marketers who used behavioral targeting at 16 percent. Two years later, iMedia/Ponemon Institute issued a study in which they stated that behaviorally targeted advertising will make up nearly 21 percent of all online media purchases in 2006. That may not sound like much of a rise, but it shows the advertisers who are using behavioral targeting are growing more confident in their results – because that’s more than double the percentage of ads that actually used behavioral targeting in 2005.
eMarketer provides us with actual dollar amounts. It estimated spending on behavioral marketing will reach $1.3 billion this year. That’s an increase of 30 percent over last year. Before you say that’s not particularly impressive for Internet-based growth, here’s something to chew on: overall online advertising only grew by about 24.7 percent in the same period. However you look at it, behavioral targeting is a growing trend.
So what about behavioral retargeting? It’s a strong part of that trend, and for a good reason: it’s cost effective. Advertising.com reported that one of its recent behavioral targeting campaigns showed a conversion rate almost 10 times higher than a standard run-of-network campaign. In fact, it achieved the same number of conversions as that standard campaign with only one-twentieth of the ad impressions.
Other companies that offer behavioral retargeting services include 24/7 Real Media, Tacoda, Burst Media, Claria’s Behavior Link, and Undertone Networks. Some of these companies are also familiar names in the behavioral targeting space, of course. If you are interested in using behavioral targeting and/or retargeting, you should interview several firms to find out whose approach you’re most comfortable with. Again, keep in mind that behavioral retargeting might not be a good match for the products and/or services you offer; as with any form of advertising, you must consider whether it is appropriate for your business. Good luck!
| DISCLAIMER: The content provided in this article is not warranted or guaranteed by Developer Shed, Inc. The content provided is intended for entertainment and/or educational purposes in order to introduce to the reader key ideas, concepts, and/or product reviews. As such it is incumbent upon the reader to employ real-world tactics for security and implementation of best practices. We are not liable for any negative consequences that may result from implementing any information covered in our articles or tutorials. If this is a hardware review, it is not recommended to open and/or modify your hardware. |
