Behavioural Targeting

Information and insights on targeting ads based on user behaviour

Behavioural Targeting


Low Lai Chow, Event Reports, eTail Asia, March 2014
This event report shows how three travel brands are using mobile to reach consumers in Asia. Expedia, best-known as a bookings platform, is seeking to expand its remit by tailoring its website for different devices and providing an app that offers various services beyond simply securing tickets and hotel reservations.

Geoffrey Precourt, Event Reports, ANA Media Leadership, March 2014
This event report discusses how Kimberly-Clark combined highly-specific data with programmatic advertising to boost engagement and sales. One example of this was by using statistics from Google's Flu Tracker platform to identify specific regions in which to run ads for Kleenex tissues.

Geoffrey Precourt, Event Reports, ANA Media Leadership, March 2014
This event report addresses the importance of programmatic advertising for marketers, based on research conducted by digital trade publication AdExchanger. Improved targeting and return on investment are among the main drivers of uptake for this approach, which is being applied across a growing number of channels.

Low Lai Chow, Event Reports, eTail Asia, March 2014
This event report discusses how brands can target online consumers in Southeast Asia by tracking the behaviour of similar groups living in various nations, rather than segmenting by - and within - countries. It is based on the experience of Zalora, which has rapidly grown into one of the region's leading online fashion retailers.

Stephen Whiteside, Event Reports, ANA Media Leadership, March 2014
This report summarises the findings of a survey into the use of programmatic buying for advertising campaigns by US marketers. While programmatic buying has mostly been used for digital formats so far, some marketers are also starting to use automated television-buying.

Low Lai Chow, Event Reports, eTail Asia, March 2014
This event report discusses how Lenovo and Meritus Hotels & Resorts used Facebook to reach consumers in Asia. On its part, Lenovo wanted to drive up smartphone sales in Indonesia, and allied with the social network to reach several discrete audiences, including feature phone users and customers of rival brands.

Andrea Sophocleous, Event Reports, Australian Broadcasting Digital Media Summit, February 2014
This event report discusses how TV viewers are turning into "superheroes" - and how brands can best serve their needs. In a digitally-connected world, members of the television audience are no longer constrained by the previous restrictions imposed by broadcasters, and are thus free to behave as they wish when it comes to consuming content. While this poses challenges to networks, it also enables them - and the advertisers buying airtime both online and in linear programming - to gain a clearer understanding of the people watching certain shows.

Andrea Sophocleous, Event Reports, Australian Broadcasting Digital Media Summit, February 2014
This event report discusses how digital platforms such as video-on-demand services and social media toady often serve as companions to television viewing, rather than replacing it, as many observers had originally predicted. Despite the rise of habits like multi-screening and catch-up platforms, it is clear that live, linear television retains its appeal.

Warc Prize for Social Strategy, Analysis, 2014
This article summarises comments from the judges of the Warc Prize for Social Strategy on the case studies that received special awards. Entries were scored on quality of insight and strategic thinking, implementation, social effects, business effects and the lessons that can be learned by other marketers.

WARC RECOMMENDS


ARTICLE FOCUS

Impact of Targeting

An overview from the Advertising Research Foundation


BEST PRACTICE

Behavioural models

Tips, strategies and reminders for behavioural approaches


ADMAP

Personalised Targeting

Behavioural targeting focus in the Mar 2011 issue