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A new JupiterResearch report, Effective Targeting, reports that advertisers and agencies that have tested early online behavioral targeting services are yielding positive results and that one in four online advertisers will be using behavioral targeting by 2007.
Currently there are two popular forms of behavioral targeting: extended content targeting and purchase intent targeting. Extended content targeting focuses on a displayed interest of a group of people and allows advertisers to target people with this interest while they are viewing other types of content. Purchase intent targeting is employed by advertisers to define an audience at a certain stage in a purchase or conversion cycle.
When questioned about the effectiveness of online advertising campaigns, JupiterResearch reports that 88 percent of advertising agencies that have used any type of behavioral targeting in the past 12 months are “very or somewhat satisfied.” Only 56 percent of agencies that did not use behavioral targeting are “very or somewhat satisfied” with their advertising efforts over the past 12 months.
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