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Online Ad Targeting: Engaging The Audience
eMarketer, May 2006, Pages: 25
Users reveal their interests by the keywords they enter—that's the secret behind search advertising's great success. For the first time, marketers have some idea of 'what's going on' in the mind of the consumer at the moment of contact. And that, rather than media manipulation, is the key to engagement marketing.
Attention: Marketers, Advertising Agencies, Portals, Retailers, Large Corporations and SMEs and Financial Analysts.
The Online Ad Targeting report explores the new, exciting and sometimes perplexing world of behavioral targeting online.
eMarketer estimates that marketers will spend about $1.2 billion on behavioral targeted online advertising in 2006. And in only two years, behavioral targeting spending will surpass the $2 billion mark.
These large spending gains are not surprising for three key reasons:
1. Behavioral targeting helps marketers get better results from fewer impressions.
2. Publishers like the fact that behavioral targeting delivers more revenue from some lesser pages.
3. Users tend to find ads targeted by their actions to be more relevant to their needs.
Key questions the 'Online Ad Targeting' report answers:
- Which method of online ad targeting works best?
- And for what purpose?
- Will a blend of different targeting types produce the most effective results?
- How can marketers avoid privacy problems when targeting ads?
- More relevance: contextual or behavioral targeting?
- Is engagement targeting's lack of control really worth it?
- And many more…
Sources for Report:
Advertising.com
American Advertising Federation (AAF)
American Association of Advertising Agencies
BoldMouth.com
Burst Media
Capgemini
CMO Council
comScore Networks Inc.
CSO Insights, Inc.
Deutsche Bank
DRIVEpm/aQuantive
Edelman
eMarketer
Experience Inc.
Forrester Research
GfK NOP
Harte-Hanks
iMedia Connection
InsightExpress
Intelliseek
JupiterResearch
Kanoodle
MarketingSherpa
MediaPost Communications
NOP World
Online Publishers Association (OPA)
Osterman Research
Ponemon Institute
Reveries.com
Synovate
TACODA
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