Dec 21, 2017 9:00:00 AM

Using Behavioral Data To Drive Online Engagement

Today, we're living in a hyper-connected digital world, where consumers have countless options to choose from, and numerous distractions during the purchasing journey. As retail bankruptcies continue to increase by 24% year-over-year, it's important for marketers to figure out how they can break through the chaos, saturation, and noise, and engage their customers in the right places, at the right times.

If we look at some of the industry leaders in customer experience, such as Amazon and Netflix, we begin to see that learning from behavioral data is a crucial element on the path to success. With behavioral data, it's possible to personalize thecustomer experience and naturallyenhance engagement. For instance, 35% of the sales Amazon makes come from their ability to suggest products based on previous purchases.

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Feb 23, 2017 3:32:19 PM

Benefits of Behavioral Targeting

Behavioral targeting is a unique form of marketing that focuses on delivering advertising experiences to customers based on the behaviors they have demonstrated to your company. In other words, it works by looking at the purchasing actions of your prospective buyers, and strategizing a selling solution that appeals to the habits that might be unique to your specific audience.

Behavioral targeting focuses on monitoring user activity in relation to your business, and helps you to take the specific needs and interests of your customer into account. Because this form of marketing is more relevant, and based on the needs of your specific audience, it's generally not only an effective solution for companies, but a preferable option for customers too.

But what are the most significant benefits associated with behavioral targeting?

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Mar 8, 2016 9:00:00 AM

3 Key Benefits of Behavioral Targeting

The simplest way to define behavioral targeting, is as a type of marketing technique that has been used online for a number of years now, as a way of allowing businesses to reach out to their target audience. As the name alone is capable of suggesting, behavioral targeting can allow for entrepreneurs to match their sales tactics to the common Internet activity and purchasing behavior shown by their prospective buyers. In other words, behavioral targeting allows marketers to create the advertisements and promotional opportunities that their audience is actually seeking.

Because behavioral targeting not only monitors user activity, but also takes the interests of any specific consumer into account, it has generated a great deal of appreciation within the media market. In fact, behavioral targeting isn't only preferred by business owners looking to increase their traffic - it's a preferable option to Internet users too. The statistics speak for themselves.

Following, we'll address three of the best benefits of behavioral targeting, so you can decide whether it's the right move for your business.

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Dec 22, 2015 9:00:00 AM

How To Overcome Popular Media Buyer Roadblocks

Sometimes knowing the right decisions to make as a media buyer can be difficult, but implementing these five basic strategies will drive any campaign towards success. 

As a professional media buyer, you’re responsible for purchasing, negotiating, and monitoring the various types of advertising space and air-time a client uses when establishing their brand presence. The idea is to give your customers the platform that they need to reach the largest number of people within the market that is most relevant to them for the lowest possible cost. Sometimes this will mean working throughout a wide range of different platforms from magazines and posters, to online videos and social media campaigns. In other circumstances, the job may require you to buckle-down and focus on a single platform for an extended period of time. But what do you do when you’re forced to grapple with an especially challenging campaign – or, as I like to say, when you come down with a case of the media buying blues?

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Dec 17, 2015 8:30:00 AM

10 Significant Advertising Topics of 2015

Over the course of 2015, a number of important trends have emerged in the world of online advertising and digital development. From understanding ad viewability, banner fatigue, and dynamic ads, to making use of new concepts like mobile advertising, video, and social media, every brand is constantly on the search for new ways of making their particular product or service more appealing to the masses.

In the world of marketing, online advertising is always going to be an essential way to improve your brand presence, get your voice heard, and enhance conversions, but in order to stay ahead of competitors, it's crucial that you know the latest tactics and trends in place. For instance, do you know how to utilize retargeting and behavioral targeting as a way of reaching out to your audience on a more personal level? Do you understand the risks that you face with advertising online, and how to fight back against threats like click fraud?

As we approach the New Year, now is the perfect time to cover some of the most significant advertising elements that continue to be in play, so that you can start your upcoming campaign with support from the latest, and most relevant information.

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Nov 18, 2015 7:56:00 AM

4 Reasons Why Programmatic Ad Buying Is Important

Programmatic advertising - which is the purchase of media inventory based on audience-focused factors - has recently established itself as one of the most popular topics in the world of digital marketing. Within the B2B community, programmatic ad buying has taken center stage for companies looking to get ahead of the trends, to innovate and optimize how they reach out to and connect with potential customers and clients.

The programmatic ad buying process utilizes automated technology for the buying and selling of digital media, across a wide range of websites. This option is generally used as a fast-paced, effective alternative to relying on human interaction to secure ad placements. Basically, if you use a machine to deliver or purchase a digital ad, then you've become a part of a programmatic transaction.

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Mar 9, 2015 8:00:00 AM

What the Heck Is Behavioral Advertising?

As a consumer, you may well have noticed that advertising seems to follow you around the web. As a digital advertiser, you may well be responsible for that type of online advertising. Either way, you cannot escape what’s known as behavioral advertising.

But what exactly is behavioral advertising, how does it work and how is it different from what you’re already doing? Keep reading to find out.

Targeted & Personalized Marketing

Behavioral advertising has been around for years. In its pre-Internet form, it consisted of direct special mailings to repeat customers. But today, behavioral advertising has gone online, and involves servingpersonalized ads to individuals, based on their previous online behavior and interests.

With behavioral advertising, two people seeing the same web page may be served with completely different ads. Let’s take two surfers for example.One is an outdoors man who enjoys hiking, while the other is a huge fan of the theater. They’re both planning a visit to South Florida and end up on the same website to book their trips. But while the outdoors man will see ads for the local parks or hiking groups, the theater enthusiast will see ads for tickets to upcoming shows.

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Feb 18, 2015 8:00:00 AM

3 Key Tips About Behavioral Advertising

Have you ever wondered how banner ads seem to know what you are thinking? That you were coveting that new pair of Jimmy Choo’s, or that vacation in the Bahamas? Or, have you been curious about how that dynamic banner ad knew to tell you about the new coffee shop that has opened at the end of your street?

Every time you surf the Internet, advanced data mining operations are cataloging your interests, so that businesses can serve you personalized advertisements. The practice is known as “Interest Based” or “Behavioral Advertising (or behavioral targeting,” and it enables advertisers to speak directly to their target audience with timely and relevant messages.

What is behavioral advertising?

As opposed to direct marketing, where advertisers send the same message to everyone,behavioral advertising takes online information and uses it to tailor the message to the user.

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Dec 22, 2014 8:29:00 AM

Personalization and Display Advertising: How Personal Is Too Personal?

In an overcrowded and competitive marketplace, companies will do anything to make their brand and products stand out from the crowd. One of the many benefits of online advertising is the ability to tailor adverts based on first and third party data.But is tailoring effective and how far should you take it?

Let’s take the gaming industry as an example. Consider some of the detail you could potentially get from placing a retargeting pixel on your website:

  • The user’s account name
  • The sport they last bet on
  • How much they bet
  • If they won or lost
  • How long since their last bet

Knowing all this personal information and using dynamic ads, you could create a very personalized message, such as: Hi Jim, congrats on the $1,000 win yesterday. Fancy a bet on the game tonight? Bet now!

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Nov 10, 2014 8:02:00 AM

3 Myths About Programmatic Ad Buying

Some marketers are hesitant to embrace programmatic buying because of some common misconceptions about it. Here are three myths about programmatic buying and the truth behind them.

As we move into the digital age, machines are taking on a much bigger role in online ad buying. In fact, according to a new study by Magna Global, (the ad buying arm of Interpublic Group), programmatic buying, in which marketers use computerized systems to target users based on consumer data and Web browsing histories, is expected to jump 52 percent by the end of this year, to $21 billion globally.

This impressive growth is being fueled by a desire from marketers to cut transaction costs, improve efficiency, and see a stronger return on investment of ad spend.

Programmatic is a major departure from the traditional online ad buying process, in which digital ads are bought and sold by human media buyers and salespeople. Programmatic buying automates the processes that humans have historically had to deal with, like sending insertion orders to publishers and dealing with ad tags.

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