The survey found that 57% of online advertisers polled were willing to spend more on demographic targeting, such as age and gender. Advertisers, on average, would pay 11% more for both behavioral and demographic targeting. While advertiser interest in behavioral targeting is very strong, actual investment is still low, according to the survey respondents. Some 40% of the respondents said they are not currently targeting or retargeting searchers but they plan to in the next 12 months.
Dayparting showed considerable less interest: only 30% indicated they would bid more for clicks based on dayparting, and on average, said an additional 9% budget spend was their comfort level.
The 2007 SEMPO global survey of online marketers was conducted by Radar Research and was administered via IntelliSurvey, Inc.
--Tanya Irwin