Friday, September 22, 2006

Ads Follow in Users' Tracks

If you can't sell them the first time, follow them around the web and try try again. That's the idea behind behavioral marketing company Jumpstart Network which sells vertical ads on general media networks.

If consumers visit an automotive website then Jumpstart begins to track them. When they move on to partner general interest websites such as FoxNews or TVGuide, they will continue to see some car ads. I've read about studies that show higher conversion rates when the host website offers content from a different category than the advertiser, which is what Jumpstart is banking on.

I see behavioral targeting as something general sites will increasingly use because of the higher ad rates that they can charge verticals. Rather than trying to guess what an individual wants based on demographic profiles it is more precise to advertise based on a proven interest. The days of accepting .05 percent click through rates on general interest sites should come to an end.

Found via Adotas.

Posted By John Gartner at 11:04 AM
Permanent Link: Ads Follow in Users' Tracks | Comments (1)

(1) Comments on Ads Follow in Users' Tracks

Something about tracking just screams invasion of privacy.

Comments by midwestmusic : Saturday, September 23, 2006 at 12:09 PM

Post a Comment

Name:
Email:
WebSite:
Comment:
Remember Me
Subscribe