How to target users by behavior

Online marketers can expect big things from behavioral targeting in the next five years. That is according to a new report from eMarketer which predicts spending in the behavioral category to reach $1 billion by 2008. However, before they can reap the benefits, there must be a game plan.

by Kristina Knight

According to the report behavioral targeting will gain the most impact for advertisers in two categories.

First, those who are retargeting consumers. Much like cold-calling a past customer to recommend a new product, advertisers can retarget their brand or newer brand products by targeting the behaviors of past users. These users will all react differently to the information and content within a website, and by monitoring those reactions advertisers will have a better chance to entice them with new products or entice them to continue purchasing the same products or services.

The second way behavioral targeting can impact advertisers is by gaining the interest of first time consumers. For companies who are just starting out or who are still trying to grow the brand through the initial release stages, behavioral targeting can be a godsend.

"Behavioral is for those with a product introduction," the report quotes Matt Straznitskas, a senior partner at Mediaedge:cia's MEC Interaction, as saying, "because behavioral targeting identifies areas of passion among users."

By noting how users act online, noting their past surfing history and what ads or products intrigued them, advertisers have a better idea of how to create ad campaigns for new products. Users habits don't change over night so ads that excited them last week, last month or even last year in some cases will likely continue to garner their attention. By behaviorally targeting them, advertisers will increase their campaign ROI.

Tags: behavioral targeting, brand awareness, brand impact, online advertising