I have been writing about Behavioral Targeting since the beginning of this blog. Since my writing there have several studies out touting the growth of Behavioral Targeting. What was missing in all these days was any latest case study on Behavioral targeting. In every article, I saw the same case studies by Revenue Science and Tacoda that I had seen year or two ago. Maybe I missed them; it is possible since it is hard to keep track of everything.
An article on WSJ titled How Marketers Hone Their Aim Online reports
“When Pepsi-Cola North America wanted to make a splash on the Web this spring to promote its new low-calorie vitamin-enhanced water, Aquafina Alive, the beverage company didn't run ads just anywhere on the Internet. It placed ads only on sites it knew would be visited by people interested in healthy lifestyles.
Pepsi was using an increasingly popular online advertising strategy called behavioral targeting, in which marketers analyze consumers' online activities to figure out who is most likely to be interested in its product -- and then place ads on whatever sites those consumers are visiting.
In this case, the beverage giant worked with independently owned New York-based behavioral ad network Tacoda Inc. to identify health-conscious people by looking at traffic to sites about healthy lifestyles over a month-long period. Then Pepsi arranged to place Aquafina Alive ads on some of the 4,000 Web sites affiliated with Tacoda so the ads would pop up whenever these health-conscious consumers visited.
The result? Pepsi recorded a threefold increase in the number of people clicking on its Aquafina Alive ads compared with previous campaigns.”
As I wrote in my article yesterday campaign success can not be judged by CTR alone you need to look beyond CTR. I would like to see more details about this study, so if anybody from Tacoda is reading this please let me know where I can find the details.
I hope to see more case studies like this. If you come across a case study then please send those to me. I will compile the results of various BT case studies in my future post. If you are an advertiser or publisher who has been involved with BT I would like to talk to you and get your views on BT.
behavioral targeting is a much broader term. MS is spending a lot of time in making it a happening, Google will jump in soon. Adsense in itself can be termed as Behavioral targeting.
ReplyDeleteIn case of Pepsi (or any ad) we need to make social nodes active, so you need to advertise where people are ready to listen, early adopter groups.
You have a good blog.
"As I wrote in my article yesterday campaign success can not be judged by CTR alone you need to look beyond CTR."
ReplyDeleteI can tell you that Pepsi does not evaluate success on CTR -- that was the journalist speaking, not Pepsi. Pepsi relies on more sophisticated measures that I cannot name here.