Campaign Management S9Group B: Rocio Herrero

Saul AparicioJose LlinaresDeclan O’Reilly

Behavioral targeting (BT) is an advertising methodology in which an advertiser’s creative is shown to users based on the sites they visit and/or

what the user does on those sites.

How does it work?

How does it work?

How does it work?

How does it work?

Benefits of behavioural marketing techniques

Optimization of campaigns

Right place,Right people, Right time with the Right message

Right people: going beyond demographics. Historical details such as the frequency and monetary value of previous purchases and transactions are taken into account to establish patterns.

Right place: you can target your audience by their browsing device, including WAP/mobile devices.

Right time: not only referring to the time of day / day of week of their visit but also referring to their navigation moment such as specific actions taken during a visit, such as viewing an article, completing a purchase, or abandoning a shopping cart.

Right message: knowing their profile and their moment in time you can customize the message – retargeting.

contextual advertising behavioural targeting

Definition "Identifies the best page for the ad" "Identifies the best person to serve it to"

Insight "a subject of particular interest to you" "your past behavior on a given website"

Based on: content of the page consumers profile

Relevant to content YES YES / NO

Relevant to the user YES / NO YES

Privacy issues None Personal cookies

Managed by: webmaster + Google (ad sense) webmaster + 3rd company y+ system

Results:More impressions released, lower CTR

VISIBILITY ORIENTEDLess impressions but with a higher CTR

CONVERTION ORIENTED

Tracking Post-Tracking for results Pre-Tracking to establish patterns

FormatsText based, pop-ups, now testing video formats

Static: one ad serves all - no retargeting

Banners and rich media adsDynamic: different adds depending on navigation, time.. - Allows retargeting

Variables taken into account

The page and the KeywordThe consumer profile (web page visited, keyword searched, content read, past

visits ..)

Measured Total mass per site is criticalIndependent of the mass per site, but

relatively high level of traffic before statistical confidence levels can be reached

User Limited information about the user Possibility of identifying profiles

Scope Unlimited (depends on the number of sites) Limited to the nº of sites of the network

Concerns about behavioural marketing

Concerns about behavioural marketing

Concerns about behavioural marketing

Synergies among all the properties acquired by Yahoo!

Synergies among all the properties acquired by Yahoo!

Thank you