Five ways to use BT
As Graham is quick to observe, BT isn't a what, but a how. In "Fishing From a Barrel," he isolates five ways of approaching BT, making clear that a specific marketing goal needs to be set so that the marketer can gauge the campaign's effectiveness.
"By first identifying the specific actions consumers need to take, marketers can create ways to capture and measure data to determine if those goals are being met," Graham writes.
1) Publisher solutions
According to Graham, more than 90 percent of advertisers using BT use some type of publisher-based BT solution. Publisher solutions use identifying characteristics of site visitors, applying those understandings to current visitors in order to serve them relevant ads.
"The main advantage for sites that use behavioral tracking capabilities is that it allows them to be defined within ad networks as a specific audience destination," Graham writes.
2) Ad Network Solutions
Ad networks are a collection of sites representing an expanded range of places where advertisers can run ads. But unlike a single publisher, ad networks offer an added wrinkle to BT, according to Graham.
"Unlike a single site, ad networks can collect consumer data on hundreds of sites and, in some cases, track individual consumers as they travel between sites on the same network," Graham writes.
3) Adware Solutions
Adware solutions are an opt-in way for advertisers to reach consumers directly, usually by giving the consumer some free software or online tools in exchange for their participation. But as Graham points out, advertisers using adware solutions have felt the heat recently from lawsuits seeking to conflate adware with spyware. While a good tool, Graham says he believes only time will tell if it is to be a viable option for BT.
4) Ad Optimization
Ad optimization is considered an offshoot of ad serving. Ad optimization companies typically use intelligent ad serving technologies to interface with a publisher and an ad serving engine.
"The greatest advantage of this process is that targeted consumers can be reached with tier one targeted ads, while visiting pages normally cater to second and third tier inventory," Graham writes.
5) Rich Media Advertising Solutions
To be fair, Graham says he is a "huge fan of rich media solutions," having designed more than 500 rich media ad units in his career.
"To me, the greatest benefit that rich media ads offer advertisers is the ability to help drive the consumer's behavior toward a specific marketing goal," Graham writes.
Campaigns typically involve gathering information such as product preferences, email addresses or ZIP codes. The data is then collected within the ad unit and fed into a back-end database.
The difficulty, according to Graham, is synchronizing the data gathered from an interactive ad with the appropriate web analytics data.
"By tying all the collected campaign data together, it is my expectation that rich media and behavioral targeting will become a juggernaut in the land of online advertising," Graham writes.
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