Skip to main content

Behavioral Targeting vs. Contextual Targeting

In a ClickZ News commentary, Joan Voight shared some interesting statistics about the proven benefits of behavioral targeting. Clearly, online marketing success isn't just a matter of quantity (sites with the most visitors), quality is also a key factor (sites with relevant visitors).

Niche sites are also grabbing a bigger piece of the pie. Automakers are spreading their ad dollars across more online platforms and smaller sites, said Merrill Lynch analyst Lauren Rich Fine in a forecast this month. Category leader GM, for example, is placing online ads in a greater variety of portal and lifestyle sites than in 2004-2005.

"Site selection is driven by relevance -- be it content or behavioral -- and the ability to drive the metrics that matter most to GM's business," said Kurt Unkel, director of data and analytics at GM Planworks. "That has and may continue to lead GM to advertise on sites that don't necessarily pop to the top for total traffic or some other traditional reach metric."

Suzuki finds that behavioral marketing on small lifestyle sites delivers dealer leads and branding benefits at a reasonable cost. Mass-market TV ads position the brand as active and free-spirited and the online work reinforces that image by sponsoring and appearing on sports enthusiast and similar lifestyle sites. "Rather than a frontal assault we prefer to pick off specific targets," said Harris. "We slice and dice the research on online users and find our target in plenty of places."

The numbers back him up. Among auto advertisers who use Jumpstart's ad network, conversion rates are 40 to 100 percent higher with behavioral targeting than contextual targeting, said Joe Kyriakoza, VP of product development. It seems the move away from putting ads only on major portals and car-related sites is only beginning. With the Internet turning the car-buying process upside down, online campaigns that use behavioral targeting "look like a light on the horizon," says eMarketer senior analyst, Lisa Phillips.

Popular posts from this blog

Industrial and Manufacturing Technology Growth

In an evolving era of rapid advancement, market demand for innovative technology in the industrial and manufacturing sectors is skyrocketing. Leaders are recognizing the immense potential of digital transformation and are driving initiatives to integrate technologies into their business operations.  These initiatives aim to enhance efficiency, reduce costs, and ultimately drive growth and competitiveness in an increasingly digital business upward trajectory. The industrial and manufacturing sectors have been the backbone of the Global Networked Economy, contributing $16 trillion in value in 2021. Industrial and Manufacturing Tech Market Development   This growth represents a 20 percent increase from 2020, highlighting the resilience and adaptability of these sectors in the face of unprecedented challenges, according to the latest worldwide market study by ABI Research . The five largest manufacturing verticals -- automotive, computer and electronic, primary metal, food, and machinery -

Rise of AI-Enabled Smart Traffic Management

The demand for smart traffic management systems has grown due to rising urban populations and increasing vehicle ownership. With more people and cars concentrated in cities, problems like traffic congestion, air pollution, and greenhouse gas emissions are pressing issues. Since the early 2000s, government leaders have been exploring ways to leverage advances in IoT connectivity, sensors, artificial intelligence (AI), and data analytics to address these transportation challenges. The concept of a Smart City emerged in the 2010s, with smart mobility and intelligent traffic management as key components.  Smart Traffic Management Market Development Concerns about continued climate change, as well as cost savings from improved traffic flow, have further motivated local government investment in these advanced systems. According to the latest worldwide market study by Juniper Research, they found that by 2028, smart traffic management investment will be up by 75 percent from a 2023 figure of

AI Software Market will Reach $251 Billion

The growth in Artificial Intelligence (AI) software could lead to many benefits. As more organizations adopt AI, they may become more efficient, productive, and able to offer improved products and services. The global job market could also expand, with demand growing for roles like AI engineers and technicians. Plus, AI apps could enable breakthroughs in fields like healthcare, transportation, and energy. The worldwide AI software market will grow from $64 billion in 2022 to nearly $251 billion in 2027 at a compound annual growth rate (CAGR) of 31.4 percent, according to the latest market study by International Data Corporation (IDC). AI Software Market Development The forecast for AI-centric software includes Artificial Intelligence Platforms, AI Applications, AI System Infrastructure Software (SIS), and AI Application Development and Deployment (AD&D) software (excluding AI platforms). However, it does not include Generative AI (GenAI) platforms and applications, which IDC recent