Behavioral Targeting 101
Broadly speaking, behavioral targeting is a method of digital ad targeting that collects information about a person’s online behavior and leverages this information to create and serve up precisely targeted ads.
The system that makes this possible starts with tracking the behavior of someone on a particular web page. Where they came from last … how they got there … what keywords they used to search … and other online behaviors and actions. This info is the heart of behavioral targeting and it gives you the power to precisely and effectively target your digital campaigns. Some of the most commonly tracked online behaviors and actions include:
- Websites and specific pages visited
- Time spent on a site
- Frequently and consistency of site visits
- Visits to sites with similar topics
- Exhibiting niche interests within a topic
- Search style (keywords, name brands or general categories)
- Likelihood to purchase (“cart filler” or actual buyer)
- Previous similar purchases
- Device used
Let’s take a look at online luxury watch shopping for example. Using sophisticated software, algorithms and real-time behavioral data, it’s relatively easy to learn a particular shopper’s desired price point, brand preference, browsing history and what watches others who behave similarly have actually purchased. With this type and level of information, you have the data needed to construct a buyer persona, or the ideal target for your luxury watch.
From this persona, you can determine what ad format will be most successful with your audience, refine your message, develop an individual invitation, offer or discount and more … In general, with a persona based on behavioral data there are numerous ways to customize your campaign and personalize your appeal, prompt action and convert a target to a customer.
Behavioral targeting, as well as other tactics such as retargeting, geofencing or competitive conquest, are just some of the many ways we use advanced media buying techniques to get your message in front of the targets who are most receptive to it.
If you’d like to learn more, don’t hesitate to contact the experienced programmatic media folks here at SPI Collective.