Behavioral Targeting on the Move

How can behavioral targeting help marketers reach their target audiences in the ever more imprecise situation of device-explosion and multimedia spending?

For behavioral vendors and publishers to succeed in the New Year with behavioral targeting they should considering addressing advergaming behaviors, viral behavior and mobile behavior which all represent significant growth opportunities in the media equation.

Advergaming Behaviors

Gaming has become more and more important as it becomes part of the modern day consumer’s lifestyle and simply social entertainment. Advergaming solutions are experiencing considerable demand growth and are becoming more of an option in media plans. As the casual-gaming audience continues to grow, the definition of “gamer” has grown to include more targeting opportunities for marketers.

As ISP accessibility speeds up and gaming consoles continue to converge, marketers should apply behavioral targeting technology within the advergaming networks to focus in on these new in-game online behaviors.

Viral Behavior

Online viral implementation has become one of interactive marketing's quickest-growing elements. A successful viral campaign engages the audience and the outcome leads to a significant advertising return on investment meaning there is low investment involved but a high reach.

Although many clients demand viral campaigns, it remains one of the least targeting-enabled online elements whereas with advergaming there are opportunities to behaviorally target ad placements in viral executions.

Mobile Behavior

Mobile saturation and usage continues to captivate and baffle advertisers. With the wide range of handsets having ever-advancing Web-browsing capabilities, mobile devices have become a preferred channel for accessing online information.

As marketers move away from the device-based model of marketing and move to a more consumer-based one, behavioral targeting is a definite opportunity between mobile and online access.

Behavioral Targeting and Online Media- Bringing it All Together

Interactivity is one of behavioral targeting main elements but its also an effective marketing channel with its regular technological adaptability to improve and innovate based on changing consumer online media habits and usage patterns. The elements listed above are simply three behavioral targeting growth opportunities. So finding ways to refine targeting to meet the current media trends is what marketers should aim to strive for in the near future.