Behavioural Targeting (BT)
BT provides a marketer with the ability to move beyond demographic segmentation, targeting by product interest.
The Internet has always been able to offer varied targeting opportunities such as demographic, geographic and interest targeting, based on a user’s claimed interest at one specific point in time.
Behavioural targeting goes one step further…
BT targets interested users during the buying cycle with relevant messages, wherever they are in the site. This allows advertisers to match their product or service to people with an interest in it
Nuts and Bolts of Behavioural Targeting
Behavioral Targeting focuses on four data sources that we use as “qualifiers” for grouping users into the various category buckets.
All sources are categorically defined – this example is of a user looking for a home mortgage. Not all four qualifiers need to be present for the user to be bucketed. They might be interested in finding out about mortgages and do a search, look at related content, click on a mortgage ad or click on an ad in search as part of their decision making journey. All of these actions would be taken into account with Yahoo! New Zealand’s BT. If someone clicks on an ad, they get priority over someone who visits a property, or searches. BT highly qualifies activities which show greatest consumer purchase intent and recency of activity.
Why Use BT?
Advertisers can reach highly qualified audiences interested in specific categories or products:
Contact your Yahoo! New Zealand [http://nz.advertising.yahoo.com/contact-sales|Account Manager] for more details about how Behavioural Targeting can make a real impact on your campaign's performance.