In this digital age, search engines play the most important role. Every day, search engines process over 4 billion queries from users looking for a plethora of information. It is just natural then for advertisers to take advantage of the popularity of search engines such as Google and Yahoo, and now, search advertising is a multi billion dollar industry. This is the summary of a research by Alexandre de Corniere. You can get the pdf of the behavioral targeting article here: Targeting with Consumer Search: an Economic Analysis of Keyword Advertising.
With the popularity of mobile smart phones, and the emergence of mobile advertising, this paper is a summary of a behavioral targeting article by Byoungjim Kip, et al., which is all about AdNext. You can get the pdf of the behavioral targeting article here: AdNext.
The popularity of mobile advertising keeps on growing, and by 2012, 19.1 billion dollars will have been spent for this application worldwide. In the new mobile era, research for more effective mobile advertising is crucial for both mobile users and advertisers.
The COEX Mall, the largest commercial complex in South Korea, has over 260 shops and 100,000 visitors per day. This mall, and other huge malls around the wall are perfect places for mobile advertising. Advertisers take advantage of the fact that most people visit the mall to purchase goods and/or services, and shoppers can use mobile advertising to familiarize themselves with the services and goods offered by the stores.
Customer targeting is important in mobile advertising, because you want to identify the mobile users who are most likely to purchase the products or services you advertise. The ads themselves become more effective. Furthermore, spacial and temporal relevance are important as well. If a mobile user sees a relevant ad, and is close to the store that sells the product, or if the ad comes at a time when the user will most probably purchase it soon, then the user will very likely purchase the advertised product or service. Present mobile advertising is limited in that they only targeted users based on location, which is insufficient information if the purpose is targeting the user with an ad that he or she really desires to respond to.
AdNext incorporates spatial and temporal relevance in the ads by predicting a user’s next visit place. AdNext does this by studying the sequential visit patterns of users collectively. For example, users who have been to the mall cinema might generally go to the cafe next. Of course, human behavior is unpredictable, so probabilistic reasoning plays a critical role in designing AdNext. In particular, this study uses a prediction model built from Bayesian networks.
In mobile phone users, AdNext clients collect the user place visit history, which is built through Wi-fi fingerprints as the user visit one place in the commercial complex and another. The client then sends this information to the AdNext server, which will then send the relevant ad to the user after building a prediction model from the visit history. This is called online prediction mode. The server is also responsible for collecting feedback data, such as issue counts, click counts, among others. This will help train the server for offline learning mode, along with the preexisting collective data from a large number of users.
Collection of place visit histories is challenging because store-level accuracy for localization is not common, and determining the visit times for creating an accurate visit pattern is difficult. Wi-fi localization techniques are used since there are many Wi-fi access points in commercial complexes such as COEX Mall, which saves the researchers from installing additional facilities. Using an Elekspot ID, detection of place visit is done through current location detection, then location change validation.
Next Visit Place Prediction
It’s hard to predict the next place a user visits in the mall because people tend to have uncertain behavior, and users may not want to give away their place visit history. But the researchers argue that collectively, there are cause and effect relationships between several places in the mall, and sequential visit patterns are formed. An example pattern is cinema to restaurant to cafe. Probabilistic models for this study is made from Bayesian networks. The primary features of this model include age, gender, visit time, visit duration, and visit place. Furthermore, selecting the relevant ad is also important. Ads based on place category can lead to too many ads to fit in one small mobile phone screen, so an evaluation method for scoring relevant ads is proposed. An ad scores higher if the store offering the product is closest to where the user is right now, and if the user rates that place highly.
The setting of this research involves a group of users who, at any time, can request a web server to load a web page. The web server, upon loading the requested web page, will also load with it a banner ad (the process known as impression), which the user can respond to or not. This is the summary of an article by Fabrizio Caruso, Giovanni Giuffrida, and Calogero Zarba. You can get the pdf of the behavioral targeting article here: Behavioral On-Line Advertising.
Ad Networks help advertisers post ads on publishers’ websites. The two latter entities rarely contact each other. Both advertising networks and advertisers want to improve their ad campaigns, and so they look for means to enhance ad features such as the formats, channels, and marketing forms. These are only short term solutions, so AdMotional offers long-term solutions to make ads highly effective. This is the summary of a behavioral targeting article by Manfred Meyer, et al. You can get the pdf of the behavioral targeting article here: AdMotional: Toward Personalized Online Ads.
Behavioral advertising is a type of marketing that targets the interests of consumers in order to effectively stimulate their minds and concentrate their interests on a product. It is widely used in the online world in order to draw customers into websites that are similar to those they demonstrate interest in by studying browsing habits and purchase habits. A great example of behavior advertising is the crawling ads along the side of your email box when you open your email. These ads use the keywords in your email to determine which advertisements will best catch your eye by looking at companies or common themes in you inbox.
For those who intend to market goods to consumers in the online world the field of behavioral advertising is one that you cannot afford to ignore. More and more companies are using these advertising techniques in order to widen their sales. Thus, if you fail to also utilize behavioral advertising tactics your competition will snag your potential consumers before you get a chance to advertise your own product. The simple truth is that behavioral advertising allows you to direct your message straight to your target audience instead of wasting time and money trying to find consumers who may be interested.
As mentioned, behavioral advertising is an online tactic that is being used more and more in the real world as well to snag consumers by showing them products and messages that they want to hear. For example, type in great toothache relief into Google and you will not only see peoples’ blogs and opinions, but in the sponsored advertising links you will also see many products that allegedly provide just that. This is the basic point of behavior advertising, to identify users’ needs before they have a chance to fulfill them elsewhere.
When it comes to actually using behavioral advertising you have two choices in the web world: either hire consultants to gather material and search to help you find your target audience and their browsing habits, or simply pay for services that deliver your content to an audience as the need arises. There are many online advertising venues that will deliver this information to you, with Google Advertising being one of the most recognizable. This is much easier and less time consuming than trying to compile enough information on your own to deliver the same results.
The outlook of behavioral advertising as a marketing field is only growing as the web continues to grow in popularity. The internet is quickly becoming the most relied on tool for news, information, and shopping in modern day society which pretty much ensures that behavioral advertising will be around fo years to come. Thus, if you want to fully exploit the internet and its many business opportunities it will pay to begin to employ and utilize behavioral advertising techniques at your company or in your own personal endeavors.
Advertising is used by businesses so they can have an influence on the demand towards their products. When designing these ads, the content needs to talk about every essential thing about their product: the quality, and the availability. However, these ads also contain content that do not inform about the product, and are there for the creative aspect of the ads. Indeed, studies have shown that these non-informative ad content can also significantly affect the demand for a product.
But there are no field studies to support this, however common a strategy to implement non-informative content to ads is, knowing their relevance. This article is a summary of the behavioral targeting study authored by Marianne Bertrand et al., stating the results of a field study conducted to determine the effects of advertising content on the decisions and sums obtained by a consumer lender from South Africa. You can get the pdf of the behavioral targeting article here: What’s advertising content worth?
The effectiveness of shopping online continues to be realized at a tremendous rate, and many offline businesses now see to it that they expand their reach to the online world. In fact, the growth of sales online is vastly increasing, and so many analysts find it natural to hypothesize that in the coming years this trend will continue. Online retailers look for ways to get customers to visit their sites, check out their products, and more importantly, get them to buy their products; that is the ultimate goal. This is the summary of an article by Bernard Jansen and Lauren Solomon. You can get the PDF of the behavioral targeting here: Gender Demographic Targeting
Criteo, a company in the field of retargeting approached me for an interview a while ago. Although I am more focussed on Behavioral Targeting in this blog I just couldn’t say no. So here we go…an interesting interview about the future of online advertising, retargeting and Criteo’s role in all of this.
What does the future of online advertising look like?
Advertisers are already able to target consumers with incredibly personalized ads, displaying products as specific as the exact product the online shopper recently viewed. Soon, display ad technology will empower advertisers with maximum insights and ability to control their campaign performance with real-time campaign bidding and in-depth analytics about how their ads are being served, viewed and clicked. The power and tools of the search world have already started to show up in online display advertising.
Cost-per-click (CPC) will rule the ad industry as advertisers will only pay when the shopper clicks the ad and comes back to the retailer’s site. With this CPC model, innovative ad technologies will automatically prioritize the shoppers with the greatest history of clicking on their ads, while minimizing or eliminating the ads served to online shoppers who have historically not interacted with the retailer’s banners – therefore saving retailers money by not serving ads to those who do not click.