BEHAVIOURAL TARGETING

What is behavioural targeting?

Behavioural targeting is a technique used by online publishers and advertisers to increase the effectiveness of their campaigns.

Behavioural targeting uses information collected on an individual's web-browsing behaviour, such as the pages they have visited or the searches they have made, to select which advertisements to display to that individual. This helps deliver online advertisements to the users who are most likely to be interested.

Behavioural marketing can be used on its own or in conjunction with other Cognesia targeting features such as geographic, contextual or browser targeting.
 

Benefits of behavioural targeting

Interestingly, Forrester Research recently queried marketers interested in using behavioral targeting and found that 52 percent already use it, 17 percent are testing and 31 percent plan to test later this year. The study identified the top three benefits of behavioral targeting as:

1. More click-throughs (35%)
2. More conversions (26%)
3. Improved ROI (21%)
 

Availability

Screenshot

The audience selection screen in Cognesia, available to Enterprise clients, which allows custom behavioural audiences to be setup, using any number of standard and custom data fields.
 

Benefits

• Target your campaigns at particular audiences
• Improves relevancy for regular visitors to your site
• Increases conversion rates or spending levels
• Use a visitor's previous behaviour on your site to trigger campaigns
• Behavioural targeting allows site owners to display content more relevant to the interests of the individual viewing the page
• For sites selling advertising, targeted ads generally generate greater consumer interest and are can usually be sold at a premium rate

Testimonials

"The key to boosting site conversions"
  (Central Capital)