eMarketer: Behavioral Targeting, Better Than Suspected
Friday, April 21st, 2006 at 5:53 pm by Jeffrey Perren, AC Magazine
Just when we were beginning to wonder if we were making it up…
eMarketer has provided data suggesting BT (Behavioral Targeting) is even more worthwhile than we claimed. (It’s good to be wrong in the right way….)
The research gurus estimate that “marketers will spend about $1.2 billion on behavioral targeted online advertising in 2006. And in only two years, behavioral targeting spending will surpass the $2 billion mark.”
They also say why:
1. Behavioral targeting helps marketers get better
results from fewer impressions.2. Publishers like the fact that behavioral targeting
delivers more revenue from lesser pages.3. Users tend to find ads targeted by their actions to be more relevant to their needs.
(Source: “Online Ad Targeting: Engaging The Audience” by David Hallerman.)
With technology assistance growing to help marketers identify who is buying and why, BT is becoming more than just a buzzword. It’s becoming an important way to increase conversions.
And with Internet advertising sharply on the rise, the double-whammy is — we predict — going to result in record sales in 2006. But, like record stock prices, that trend only does you good if you own one of the record-breakers.
In this case, the way to up the odds of that is to invest in using BT when crafting your emails and designing your sites. Affiliate Classroom will be giving members lots of concrete, useful tips on exactly how to do that over the coming months.
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