Using behavioural affinities on web sites to maximise one's media plan

Daniel Brechignac and Bruce Hoang

With the emergence of behavioural measurement and profile analysis on internet sites, companies now have the opportunity to target various Internet populations on a large diversity of web sites and/or channels of site.

Using Behavioural Affinities On Web Sites To Maximise One's Media Plan

New online targeting tools

Bruce Hoang Business Development Manager for NetObserver Europe, Novatris, France. andDaniel Brechignac Director of Universal Interactive, Universal McCann, France

INTERESTING BEHAVIOURAL INDICATORS FOR ONLINE MEDIA PLANING

In the early days of the Internet the goals of on-line communication consisted of achieving visibility on websites without caring much about the diversity of consumer profiles. According to general studies, Internet users were seen as a high level of 'male' consumers with equipment at home and higher revenues. Still the Internet media addresses a...

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