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08 02 2010

Display Ads Aim for a Banner Year

Publié par Share dans Article de fond

Daphne Liska, senior manager of display and paid search advertising at eBay, told a gathering on Feb. 4 in New York, sponsored by ad exchange AdMeld, that eBay is moving money out of its search budget to earmark for display ads bought through these exchanges. Combined with eBay’s own consumer data, it can find likely customers across the Web. « It’s a way to try these sites, » she said.

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05 02 2010

Is Behavioral Targeting Being Used for Click Fraud?

Publié par Share dans Article de fond

But according to Harvard Business School Assistant Professor Ben Edelman, spyware and its behavioral tracking is also hurting marketers by contributing to click fraud. In research he published to too little notice last month, Edelman found that spyware surreptitiously planted on PCs was deliberately tracking users’ browsing habits to see their likely purchase intent.

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03 02 2010

Putting goods on display

Publié par Share dans Article de fond

Online display advertising has become a more effective tool for e-retailers now that they can target ads precisely to the consumers they want to reach.

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02 02 2010

How targeted display can extend your influence

Publié par Share dans Article de fond

Using audience segmentation and customizable ad templates, advertisers can dramatically increase revenue over static website creative. Last Thanksgiving, we ran a 30-day campaign with a popular national shoe and apparel brand using audience segmentation with display customization and retargeting technology.

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27 01 2010

Behavioral Targeting and A/B Testing

Publié par Share dans Article de fond

Whether you determine behavioral targeting, A/B testing, or some combination of both is the right approach for your business, keeping your focus on delivering relevancy and measuring performance will ensure your site’s optimization is headed in the right direction.

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19 01 2010

CHRONIQUE – 10 tendances clés pour le marché du logiciel en 2010

Publié par Share dans Article de fond

6. L’optimisation de la relation client. Au delà de la gestion traditionnelle de la relation client, c’est son optimisation à travers la gestion multi-canal qui sera déterminante pour la réussite des projets CRM. Même si la satisfaction client est corrélée à la fidélisation, le traitement des différents points de contact avec les clients reste le maillon faible dans de trop nombreuses organisations. Il s’agira donc pour les entreprises de capitaliser sur l’expérience de chaque client fidèle et rentable en connaissant précisément ses habitudes de consommation, ses réponses aux sollicitations (campagnes marketing, e-mailings etc.), ses éventuels changements de comportement, ses centres d’intérêt à travers ses navigations sur le site Web, etc. Cette analyse du comportement des clients se fera par le biais d’outils de BI.

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15 01 2010

What Will 2010 Bring? by Greg Linden

Publié par Share dans Article de fond

Former Microsoft Labs maven Greg Linden says its never to late for more 2010 predictions and offers his in question format. Linden speaks to the converted when he writes, « Will 2010 be the year of personalized advertising, where ads no longer are matched to content, but to people? Will it become expected that advertising is relevant and useful to you? Will this make advertising less annoying? Or will it make it more intrusive and abusive?

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05 01 2010

Roundarch Releases Top Digital Marketing Strategies For 2010

Publié par Share dans Article de fond

In 2010, marketers must increase the adoption of this practice or risk losing customers. The near real-time data behavioral targeting provides is a necessity that marketers will require in order to react quickly to evolving trends in the global marketplace and positive or negative changes in consumer sentiment.

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31 12 2009

Take Two Targeted Ads and Call Me In the Morning

Publié par Share dans Article de fond

Among all of the possible messaging goals a marketer might get assigned, convincing online users that targeted advertising will be good for them has to be one of the toughest. As we have discussed in these columns, and at recent OMMA Behavioral shows, the communications piece of the online privacy and data collection puzzle is going to be the most daunting. How do you explain the technology behind digital ad targeting quickly and fairly enough so the consumer can make an informed choice about opting in or out, sharing their surfing history, etc.?

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22 12 2009

Online Advertising: Better Targeted, but Not Always Profitable, Says MIT Sloan Professor

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So while online advertising has certainly hammered newspaper and other traditional media, “from a profitability point of view, competition for advertising between two super-targeted online media is worse than competition between the New York Times and the Wall Street Journal,” according to Bonatti. “Instead of competing for one large pool, one big market, you will have price war in each targeted segment as the slice gets more and more narrow.”

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17 12 2009

Is Believing in Behavioral Targeting Like Believing in Santa?

Publié par Share dans Article de fond

Coincidentally, or not, this week an investor, an entrepreneur, a vendor, and a writer each enthused about behavioral targeting. They seemed to all believe this was the future of advertising. But while I do believe in the demonstrated benefits of behavioral targeting, I couldn’t help but wonder whether believing in it was like believing in Santa — something you do when you’re a kid, but grow out of, hopefully, at some point.

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16 12 2009

Le dossier transversal PSST: Le ciblage comportemental.

Publié par Share dans Article de fond

Avec les présentations de digitalTrends, Isaac Henri, Web Liquid et Marco Derksen, Yahoo

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11 12 2009

Dumbing Down Behavioral Analytics

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The biggest problem that Jason Rushin, director of marketing for behavioral analytics software firm Quantivo, runs into with companies is « they they are stuck in their traditional ways of looking at customers. » That’s one reason he and Quantivo joined with book publisher Wiley to produce « Behavioral Analytics for Dummies, » part of the familiar Dummies series but aimed at marketers who are stuck segmenting their audiences by whether they are male or female, in what age range and living in what area of the country.

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09 12 2009

Personalization Puts Focus On BT In 2010

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Expect Microsoft and AOL to follow by aping the technology from Yahoo and Google. Personalization of the Web and real-time search will make behavioral targeting a focus in 2010, though not all are concerned about giving away a little information for a more focused ad.

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03 12 2009

TALKING DIGITAL: Talking ’bout a revolution

Publié par Share dans Article de fond, Best Off, IAB

There are many challenges, more than three. In no particular order, I’d say for IAB the top issues are: Understanding and implementing tight safeguards for consumer privacy rights and expectations to avoid destructive and consumer-unfriendly government regulation; getting consistent measurement standards by which buyers and sellers can transact the basic business of interactive advertising more simply and cheaply; proving to brand marketers who believe that interactive is primarily a direct-response vehicle that it can build and sustain premium brands through time; and teaching media companies to transform – for we’re now in an environment where transformation will always be necessary.

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26 11 2009

How to fix broken behavioral targeting

Publié par Share dans Article de fond, Best Off

In a business climate where reduced ad spending translates into an urgent need for greater efficiency and ROI, high performance behavioral targeting presents an incredible opportunity for marketers to stretch their ad dollars even further. By leveraging richer behavioral data, and with the right real-time technologies powering their behavioral targeting efforts, marketers will start to realize greater returns from their campaigns because they’ll be finally tapping into the right audience in the right context. 

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