Online Advertisers Favor Behavioral Targeting: SEMPO Survey

  • May 19, 2008
Four out of five advertisers are willing to increase their online advertising budget in order to add behavioral targeting to their pay-per-click campaigns, according to the Search Engine Marketing Professional Organization (SEMPO), which conducted a 2007 state of the market survey of 867 search engine advertisers and search engine marketing agencies.

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

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