Rod Austin, Bismarck Tribune Online Manager

Imagine knowing exactly who’s interested in your product and exactly when they’re ready to buy it. That’s the premise of Behavioral Targeting.

By using a highly sophisticated set of software tools and analytics, marketers can tailor Web ads based on consumers’ online behaviors — the Web sites they view, the products they research and how close they come to making a purchase.

Since the ad is generated by a consumer’s demonstrated interest, behavioral targeting provides stronger, more promising sales leads, without wasted impressions (and ad dollars). Studies show that 89 percent of people regularly/occasionally research online before buying, yet only 7 percent of retail sales occur online.

This process of researching online paints a clear picture of a consumer’s short-term and long-term interests, and is the basis of their behavioral profile. There are over 500 behavior sets, but some of the more popular behaviors include: Automotive, Education, Finance, Healthcare, Retail and Real Estate.

The bottom line? Behaviorally targeted ads make for a more cost-effective campaign; marketers pay to reach only potential customers who have shown demonstrated interest.

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