Bull’s-eye: Targeting Audience Value

Behavioral targeting has made its case with most marketers. The technology and the rationale have earned a place at the table. Now what? We’re all chasing “audiences, not just pages” now, just as the inventors of behavioral tracking technologies envisioned. Almost a third of marketers have used BT in their campaigns a recent Forbes survey finds, and the latest SEMPO poll of search marketers shows more interest in behavioral targeting even than in demographic targeting. But now that BT is part of the marketing mix it is also part of the increasingly complex technology mix. Google came out this year with a BT product. Most ad networks, ad exchanges, CMS systems, and email services offer a behavioral layer as part of a lengthy menu of targeting and audience aggregation options. The approach has to show its value in locating and extracting the most value from digital audiences. It also needs to contend with growing concerns over who owns the data around those audiences and who is responsible for protecting the user and her data.

Some Attendees Include:

As we bring OMMA Behavioral to the heart of America’s silicon belt we explore the value that behavioral technologies are bringing to this new marketing focus on audience. For years, BT promised higher CPMs for publishers by monetizing them outside of premium inventory. Where and how are they finding that value? At the same time, for a few pennies more, these targeting approaches claimed to bring more efficiency and rationality to media buying by leveraging an audience’s state of mind rather than its composition. But are marketers really making the most of this opportunity even in a down market? Social media, where users are famously oblivious to ads, may be the ultimate test for targeting audiences rather than environments. Is it helping to crack that code?

OMMA Behavioral takes a unique look at how the behavioral layer is now a part of an increasingly complex marketing and technology “stack” of targeting tactics. What have we learned about its best place in the mix and the special value it brings to finding and understanding targets, not pages.