I have recently contacted online marketing firms in Cape Town, including Quirk Emarketing and Acceleration Media, and during their initial proposals I inquired about Behavioral Targeting Online Advertising to increase online ad relevancy for one of my clients. Neither of the agencies mentioned above knew what I was referring to. So how important is Behavioral targeting then, how does it benefit Brands, and maybe firstly,
What is Behavioral Targeting exactly?
Wikipedia provides a very comprehensive outline of behavioral targeting. In addition I found a very interesting article providing some background to how the technology started with a focus on the benefits of countries other than the US adopting the technology. Specifically for this post I am focusing on Behavorial targeting advertising networks. Since they serve many adverts across many different sites, they are able to build up a picture of the likely demographic makeup of internet users, and as a result offer a more relevent, interest based online advertisement. Another article worth reading, was found on one of my favourite blogs, Bruce Clay, outlining the promise of behavioral targeting. It is interesting to note that this article was written in 2006, however i think that as the number of online campaigns grow in South Africa, behavorial targeting networks will become more and more important for brands competing for users online time.
So how can a brand benefit from behavioral targeting?
Behavioral targeting is attractive to advertisers because it delivers ads to consumers based on their past search behavior. Since user behavior reveals their interests, advertisers are able to deliver relevant and interest-based online advertising – allowing them to sell audiences rather than sites. A simple example would be a user visiting female fashion sites, heat’s gossip column, Ster-Kinekor, Nu Metro and bride to be websites. It can be assumed that the user is female and enjoys going to the movies. Brands thus benefit in reaching consumers in a more effective way, while being able to deliver passion-based advertising that will immediately increase appeal to selected audiences.
So who do I approach with regards to my request for Behavioural Targeted Advertising?
Just as I thought I had to go International, Cape Town based online marketing agency FUEL GROUP revealed the launch of Fuel Insights, a sophisticated sales transparency and behavioral targeting solution. Insights allows advertisers to accurately calculate the effective cost per acquisition rate for each element of the online marketing campaign whilst targeting consumers’ real-world behavior. Well done Fuel. For more on their offering – read this article.
Because none of my posts are complete without an idea, I could not help but to wonder how else I can reach consumers in a targeted way. It is evident that globally and even locally brands are spending more and more of their marketing budgets on relevant online advertising campaigns, specifically in South Africa I believe even higher percentages of future budgets will be going towards targeted mobile advertising – It is clearly a race towards finding the most relevant advertising audiences.
So how can both online and mobile advertising networks improve ad relevancy?
Because of my industry, database customer relationship marketing which basically revolves around targeted communication strategies, and my passion for mobile social networks, it cannot be more clear to me that my passion needs to find someone in my industry to facilitate seamless integration.
One such solution may lie within the recent mobile advertising alliance announced earlier this month – Telefónica has launched a global mobile advertising alliance in partnership with Amobee Media Systems. The alliance will allow advertisers to show targeted ads of all types to Telefonica’s 170 million subscribers around the world.
My first question is always, but what is in it for the users? The upside of this alliance is that Mobile users can now benefit from increasingly relevant targeted ads, while at the same time enjoying cheaper access to premium services when opting-in to receive advertisements.
Zohar Lekovitz, CEO of Amobee Media Systems, said. “Mobile is the next mass medium, delivering reach and relevancy that blows away traditional media formats. With over 170 million mobile users globally, Telefónica is setting a new standard for how advertisers reach their target audiences.” Read the full press release here.
Will South African networks follow in the footsteps of global players? Can we expect a mobile advertising alliance between MTN and Multi-Media Solutions? Or what about Vodacom, Fuel Mobile and Fuel Insights all combined?
Behavioral Targeted Mobile Advertising in South Africa. I like the way it sounds.