Behavioral Targeting (BT) is a fairly new method of targeting ads to visitors. It is something that has been used by search engines and big websites for quite sometime, but now, BT is moving a little more mainstream, and I believe, as long as privacy laws do not interfere, will be a serious step in helping spend online marketing dollars more efficiently.

BT is the act of tracking visitors from one page to another (even one domain to another) and giving them a reoccurring ad message. It has been proven for decades that giving a consumer a redundant message will increase the response of your ad tremendously. In some cases, as high as a 400% increase in ad effectiveness.

Currently the biggest downfall is network reach. If the visitor is on site A and your ad is displayed and then moves to site B and is not part of the same media network, chances are, you will not be able to display your ad and track the visitor. I believe that over the next 2 years, these media outlets will share their “targeted visitors” data for the purpose of displaying better ads, thus making BT that much more valuable.

Give BT a try now as you are going to get a much better deal now than you would next year. Google “Behavioral Targeting” and you will find some good networks. If you want more information about it, email me.

This entry was posted on Saturday, October 13th, 2007 at 12:13 pm and is filed under Online Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.