Apple’s remarkable rise, coupled with Steve Jobs’ recent death, has prompted quite a few people to reflect on the historical impact of the “Think Different” ad campaign and the “To the crazy ones” commercial that launched it. There have been a lot of different accounts of how the work was created, who conceived it, and how it was presented to Jobs, so I thought now was a good time to share my own perspective and give you an inside look.
If the majority of online users don’t want to have their online search activities tracked, advertisers and search companies are walking a fine line between profit and a huge public relations disaster when they target consumers. Search engines can help advertisers target us, but in doing so, they "invisibly" skew our search results and make our world narrower and less rich. Whatever happened to freedom of information?
Behavioral targeting is the new wave of online advertising. A form of behavioral targeting called “remarketing” is close cousin to paid search and email marketing, with the bonus of only reaching people who have visited your site in recent days.
Also coined “remarketing” (by Google Adwords) or “remessaging” (by Microsoft AdCenter), retargeting gives you an opportunity to re-engage site visitors with targeted messages and offers that appear when site abandoners surf other sites around the Web.
Behavioral targeting is the process of showing your online ads to the users who have shown interest in what you have to offer over your ads. The interests of the users are recorded during browsing or any other activity. The interest that has been recorded can be that of the last day, the last or even the last month (30 days). By using this form of advertising the advertiser is making sure that the ads are shown to users who are really interested in the product or the offer. It is far better than you compare with showing random ads to users who may or may not be interested in your product or offer over the online adverts.
Consider Google’s tortured, multi-tiered “Ads Preferences” site. Because of the extensiveness of the Google reach, it has to parse its explanations into search and Gmail targeting vs. Web targeting. Each category gets its own comfy-cozy we’re-not-really-following-you videos and separate opt-out mechanisms. And of course now there is the +1 recommendation system that requires its own management. Google offers links to the NAI as well as the DAA’s aboutads.info page for opting out. Got that? Good.
What if when you bought a new Macbook, the price was higher because your tweets constantly referenced your love and devotion for Apple? What if Orbitz used the fact that your Facebook Likes include “Party Rocking in Miami” to charge you more for a flight to Miami?
This is called online behavioral pricing. It’s a consumer’s worst nightmare as it uses the traces of your online identity to maximize prices on the products and services you want most. It’s also an ecommerce merchant’s dream.
An ad that tells a story and appeals to the emotions will be more compelling and effective for brand advertising than one optimized for clicks, particularly if it's well targeted. The longer the exposure time of the ad, the better it is for branding, as the viewer is more likely to remember it. Optimizing against these criteria at the kind of scale that only machine buying can makes the right demand-side platform a compelling partner for brand buyers.
Nearly 50% of small businesses in a recent survey say behavioral targeting in online advertising and merchandising increases their conversion rates either significantly or modestly. Behavioral targeting directs ads at consumers based on their web-browsing behavior—such as the pages they have visited or the searches they have made.
Retargeting is an online advertising practice that serves your ads to users after they leave your website. Your ads appear all over the web, allowing you to stay in front of your audience even when they’re browsing other sites.
BT tracks a Web visitor's browser clickstreams -- typically in the last six visits -- to predict what the visitor may want in the future, and to target ads, content or products based on those "personalized" past behaviors.
The hope is that BT will show the right ad or product to the user who will be most receptive to it. This sounds ideal to advertisers; however, put yourself in the shoes of a user and two huge problems leap out: privacy and quality.
Behavioral targeting is basically a way to reach a contextual audience out of its context of origin - a way to augment the available ad inventory for a particularly (often sold out) segment and monetizing otherwise harder to sell inventory.
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