Behavioral Targeting Works for Ads

Bykeatingcwk September 13, 2006

The following article talks about how behavioral targeting works to capture consumer attention as they are casually surfing the internet. Over the past three years I have been talking about the benefits of behavioral targeting and it is great to see that people are finally seeing and writing about the results!

From my past experience, behaviorally targeted ads increased CTR by up to 5x and they increased conversion rate even more due to the ad campaign relevance. Behavioral targeting is good for consumers because they get to see ads that they are more likely to be interested in, it is good for companies buying ads since they have a more effective and targeted media campaign (in placement and creative), and it is also better for the companies hosting the ads since they can charge a higher CPM.

I think that this quote from the article gives a good synopsis of the benefits.

"…there’s also a middle ground. There are people who aren’t looking for an item right now, but who are, more broadly speaking, "in the market." It’s not that they’re not looking, or that they’ve stopped looking. It’s just that they’ve put their search on pause, or that they’ve tuned it down a notch–they’ve shifted from aggressively seeking, to researching where it is they’d like to turn next."

http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticleHomePage&art_aid=47918

Computers and Internet

Companies which allow users to break long-term cell contracts
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I just read an article in the WSJ about companies that have sprouted up to take advantage of a loophole to help customers get out of their cellphone contracts. It is a pretty interesting idea since cell phone companies do everything in their power to lock you in to long-term contracts now due to…

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Oh yeah – embedded videos in blogs
Bykeatingcwk January 24, 2007

Cool stuff. Today we just released the latest version of Spaces to the world and among the new features is the ability to embed videos in a blog. Check out the soccer video highlight video. http://images.soapbox.msn.com/flash/soapbox1_1.swfVideo: Amazing Football Skill – Soccer Goooooaaallll

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The New Motorola RAZR?
Bykeatingcwk June 27, 2005

I just purchased the TREO 650 and love it. I spent the last three hours playing around with it and tweaking it to make it exactly what I want. I have to say that with the exception of the size, it is great. However, in my hunt for applications and accessories, I came across…

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More validation that Google doesnt “develop” good products
Bykeatingcwk May 22, 2006

All I hear from other business school students in my classes is that Google is amazing at developing products and coming up with innovative new products. However, I have disagreed since I first saw their attempts to launch "Yahoo-like" copycat products a few years ago. Dont get me wrong, I do believe that their…

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All NCAA Tourney Games Live online – for Free
Bykeatingcwk March 8, 2006

Finally a traditional media company gets the idea that the Internet can be a positive and not a negative for its business. They are showing this newfound prowess by allowing users to view any of the NCAA March Madness games on its website at: http://www.ncaasports.com The great thing for CBS is that users will still…

Read More All NCAA Tourney Games Live online – for Free
Computers and Internet

Virtual Hold – A great new customer service feature from Comcast
Bykeatingcwk November 21, 2006

I just got an HD receiver from Comcast and in order to set up HBO on it, I needed to call Comcast. When I called, I was notified that it would be a 10 minute wait (as usual)… I was then given the option of "Virtual Hold" where I could type in my phone number and say…

Read More Virtual Hold – A great new customer service feature from Comcast

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