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