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Behavior-targeted advertising is projected to increase 65 percent in 2006, with nearly 21 percent of all media purchases in 2006 expected to be behavioral-targeting purchases, up from nearly 13 percent in 2005, according to a soon-to-be released study by iMedia Communications and the Ponemon Institute, reports iMedia. The numbers are based on a survey of 73 companies - interactive advertising agency media directors and planners - attending the May iMedia Agency Summit at Amelia Island, Florida.
More than 63 percent of the agencies reported that they use behavioral targeting as part of their buys; of those who are not, more than 58 percent said they plan to do so in the near future. Nearly 83 percent of all agencies surveyed were either satisfied or very satisfied with the results they’ve achieved by using behavioral targeting for their clients.
Over 90 percent of agency respondents said they are doing their behavioral targeting with individual publishers, but nearly half are also experimenting with ad networks. About 30 percent are using adware systems. Some 12 percent are using ad optimization.
About one-third of agencies not using behavioral targeting reported that they or their company were concerned over privacy and data security. Other concerns listed for not employing behavioral targeting included previous negative experiences (33 percent) and a lack of in-house expertise.
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