Behavioural Targeting

Targeting ads based on user behaviour

Behavioural Targeting

Ori Stitelman, Blake Aber, Brian Dalessandro and Lauren Moores, ARF Experiential Learning, Audience Measurement, June 2015

This paper argues that using mobile location signal and desktop digital data can provide a robust and efficient methodology for analysing, targeting and measuring audiences exposed to OOH.

Erika Lamoreaux and Heather Dougherty, ARF Experiential Learning, Audience Measurement, June 2015

This paper explains how Clorox, the cleaning products brand, used research to better understand its audience, moving beyond demographics to build consumer personas.

Stephen Whiteside, Event Reports, MRMW New York, May 2015

This event report addresses how Holiday Inn, the hotel chain, reached "lookalike" consumers thanks to a highly targeted online ad campaign.

Ian Humphris, Market Leader, Quarter 3, 2015

While digital advertising is now firmly part of the mainstream, this article argues that digital has not found a proper role yet for FMCG brands.

Melanie Howard, Market Leader, Quarter 3, 2015

This article explores the trend of 'cruise control', advising brands to capitalise on consumers' growing desire for control in all aspects of their life.

Malte Brettel, Jens-Christian Reich, Jose Gavilanes and Tessa Flatten, Journal of Advertising Research, Vol. 55, No. 2, 2015
Online social networks have challenged the current knowledge of advertising effectiveness. Using 12 months of aggregate-level, daily data from a major German e-commerce retailer, the authors of the current study analyzed four types of advertising stimuli on Facebook—'stream' (news feed) impressions, page views, 'Likes,' and user contributions—to determine their short-term and long-term impact on sales.

Nick Southgate, Warc Exclusive, June 2015

This article draws from findings in 'Behavioural Economics in Action: Strategies and Insights from the IPA Effectiveness Awards', a best practice guide that provides tangible examples and top tips on how behavioural economics can creatively solve business problems.

Margaret Coles, Admap, Admap Prize, Shortlisted, 2015

This article argues that the use of big data in marketing resembles the transactions data financial services have collected for a longer period of time, and that marketers should put more energy into understanding 'why', and looking tot he future, and less on monitoring what has passed.

Ian Edwards, Admap, Judges Commended, The Admap Prize, June 2014

This article argues that the advent of big picture requires a new creative approach from advertisers, otherwise they will be stuck apply old creative approaches to an entirely new medium.



Impact of Targeting

An overview from the Advertising Research Foundation


Behavioural models

Tips, strategies and reminders for behavioural approaches


Personalised Targeting

Behavioural targeting focus in the Mar 2011 issue