Search Marketing Insights (Traditional Advertising + Search)
Behavioral Targeting: Going beyond Rich Media, Display and Search
By: Matt Naeger, Executive VP, Operations
Although surrounded by consumer privacy concerns and lackluster technology and expertise to back up the concept, behavioral targeting still remains to be a hot topic amongst marketers.
The combination of Search and display can be a tactic to find and leverage targeted audiences by yielding an influx of searchers looking for a particular brand or a visible brand driving an increase in searchers. Recent news has indicated that Google might have already ventured into the behavioral targeting arena (re: Behavioural targeting: Not necessarily a bad idea). Although unconfirmed, this could be the push that the industry needs in order to develop an effective behavioral targeting system that delivers more directed advertising to consumers, increasing conversion rates, while gathering relevant consumer information in a transparent manner.
Rich media is starting to evolve as a way to harness behavioral targeting. For example, applets that allow user interaction and special effects can be effective in branding because of its user engagement opportunities.
