Behavioral Targeting Taps Social Signals
Social signals give advertisers insight into consumer intent in the moment. Some might call that "real time." Advertisers can use that real-time signal to keep a finger on the pulse of what people do, when they do it, and why it's important to target consumers in that moment. It not only gives advertisers insight into a particular consumer, but her friends and connections, too.
Knowing that in-the-moment intent becomes more important than learning consumers' hobbies or the car they drive, according to Jeff Weitzman, CMO of Buysight (formerly Permuto), which focuses on remarketing, acquisition and real-time branding. The company collects real-time data about consumer shopping behavior, which it scores on intent to purchase products.
Weitzman says the new frontier for behavior points to real-time targeting. For highly transactional-driven advertisers, such as retailers and the brands that depend on retail to drive their own sales, general-interest audience categories aren't efficient enough. Outdoor enthusiasts may want to buy a waterproof parka and hiking boots, but when? If they bought those items yesterday, targeting them with ads today is too late. If they aren't looking for those items, the advertiser wastes time and money.
If consumers plan to go camping in two weeks and shopping for those things now, the advertiser needs to reach them now. Weitzman says it's about collecting real-time behavioral data, interpreting it appropriately, and buying the right inventory to deliver the right ad about the right product to the right person at precisely the right time.
Weitzman agrees with me that social will have a "tremendous" impact on behavioral targeting because so much revolves around real-time information. Although it works well alongside search marketing, display advertising will become the catapult for social-based behavioral targeting.