Friday, October 22, 2004
Contextual Advertising Combined with Behavioral Targeting
Software maker Adrelief claims to have a product that combines both contextual advertising (i.e. text ads) with behavioral targeting (i.e. what a user has expressed interest in directly or indirectly).Contextual & Behavioral Technology Hurdles
Technically I know exactly how it'll work and even though it seems incredibly difficult, it's really not. Thanks to Flash's ability to pull data directly from any database via xml packets the text that appears in a rich media ad can be altered quite easily. Additionally there will definitely be more costs associated with the creation of ads geared towards multiple audiences but that's reall no different than creating multiple AdWords or Overture contextual ads for the same keywords. The major opportunity will be seized by the ad agencies that understand their clients' core business and can see the entire landscape of their marketing efforts to know which copy will begin converting right from the beginning.
Here's a clip from the contextual/behavioral targeting article.
"Imagine that a consumer who frequently visits diet-and-fitness sites goes instead to a stress management site. A typical behavioral marketing program might classify that consumer as a diet-and-fitness enthusiast and serve him a diet-related ad. A typical contextual marketing program might instead serve that consumer an ad for a product related to stress management simply because he's on a stess-related site.
But not everyone thinks the program currently is viable. One industry analyst said Adrelief has "a valid, smart premise," but the industry isn't ready for it. He said that text can easily be changed in paid listings--but rich media banners, for example, cannot, without an added creative cost.
From an ad-serving perspective, said the analyst, display media is more fragmented than search, which essentially centers around Google and Yahoo!, so the problem will be offering advertisers sufficient scale to make it pay off, as online advertising campaign sizes are small relative to other media. The product also requires a lot of copy, depending on how granular marketers want to get.
But Wiggins said the program was ready-to-go. He said that the Adrelief creative team could create and manage the copy, and that clients could have as much or as little involvement as they wished."
Via MediaPost
Posted By Jason Dowdell at 09:52 AM
Permanent Link: Contextual Advertising Combined with Behavioral Targeting
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