How-to advice for targeting online consumers

According to research from Nielsen//Netratings, in 2005 broadband Internet penetration was 65%. In 2006, broadband penetration leapt to 78%. What that means is more advertisers are now looking for the key to online advertising revenue.

HowToTarget.com offers definitions of behavioral targeting - a method of targeting online users from their past browsing history - and offers advice on how to correctly target consumers for the best return on investment. According to Marla Schimke, vice president for Revenue Science (via Clickz), the parent company of HowToTarget.com, "We developed it because we saw a need for simple yet informative information that explains the basics and the details of targeting. We show from a digital standpoint how behavioral targeting works and the benefits for advertisers and agencies."

According to research from the American Advertising Federation, more than 50% of advertising executives believe that behavioral targeting is the most effective way to reach consumers in a way that will improve conversions. Other than targeting based on past behavior, execs have the most confidence in demographic targeting (32.9%) and contextual targeting (30.5%).

Tags: behavioral targeting, contextual advertising, demographic research