Advertisers Keen on Behavioral Targeting
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Behavorial targeting, technologies for monitoring and interpreting online habits, are the newest gold mine for Web sites and their advertisers.
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In a world of media clutter, TiVos and multi-tasking consumers, what's an advertiser to do to get some quality time? Some are experimenting again with the idea of rewarding consumers for viewing their ads, betting the lure of free cell phone minutes, music or even cash will deliver a captive audience and better metrics.
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When marketing Snapple Green Teas last fall, Cadbury Schweppes crafted a media plan that emphasized how they help lower cholesterol and fight cancer. Because of the new drink's healthy bent, the company geared ads toward young, athletic consumers. Yet after tracking ad clicks during a six-week Web push, an unexpected new audience emerged: electronics shoppers.
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NEW YORK -- Imagine: You turn on the TV and see a campaign ad. Your neighbor down the hall, watching the same channel at the same moment, sees a different ad selected for her in part because she's Hispanic, single, owns a dog and drinks Bud Light.
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BBC Click investigates how advertisers are finding new ways to get our attention on the web.
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Curious marketers use 3-D face maps and algorithms to test consumers' reactions to various foods.
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How a ââpremiumââ brand manages the dance with the mass market.
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A new branding campaign by The Wall Street Journal hopes to attract women and younger consumers.
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Microsoft Corp.'s online advertising researchers will spend this year teaching computers to be smart about sticking ads into video clips, and to be even smarter about targeting ads to specific Web surfers.
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As field gets increasingly crowded, advertisers become more audacious in grabbing our attention.
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Advertising agencies have turned to spoofing their own industry to attract viewers long enough to deliver a new message.
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For this year's big game, the winning advertisers will understand search and social media.
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Several companies are offering automated ad creation over the Internet and ad placement services that can be used to focus marketing efforts.
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Advertisers meld into the gameplay by adding content. From their perspective, it's a win-win situation. By John Gaudiosi.
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The real privacy issues are being raised by Google, Yahoo, AOL and others, which are tracking users in order to show them advertising targeted to their interests.
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Advertisers are seeking ways to show that they care about the tsunami, but they are also striving to avoid the appearance of capitalizing on the disaster.
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When it comes to advertising on the mobile Web, online retailers are treading carefully. But some say they have found enticing success from early marketing efforts.