advertising

The Essence of Behavioral Targeting

November 18, 2011 Behavioural Targeting
The Essence of Behavioral Targeting

This article is a summary of an eBook written by Rob Graham called Fishing From a Barrel: Using Behavioral Targeting to Reach the Right People With the Right Ads At the Right Time. You can get the pdf of the free behavioral targeting e-book here: The Essence of Behavioral Targeting. As this is a very broad e-book, [...]

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Perceived Effectiveness of Push vs. Pull Mobile Location Based Advertising

November 11, 2011 Behavioural Targeting
Perceived Effectiveness of Push vs. Pull Mobile Location Based Advertising

The most popular device for personal communication is the cellphone, and so it is very appealing to marketers. Exploitation of this medium is the subject of many studies and attempts to develop innovative strategies, no lesser among them location-based services (LBS) and their potential as initiatives for targeted advertising. According to Mitchelle and Whitmore, LBS [...]

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The Influence Of Contextual Priming on Advertising Effects

October 28, 2011 Behavioural Targeting
The Influence Of Contextual Priming on Advertising Effects

This is the summary of an article by Youjae Yi. You can get the pdf of the behavioral targeting article here: The Influence Of Contextual Priming on Advertising Effects. Product advertisements may be evaluated differently by different users. For example, if one ad implies that a car is large, one person might think then that [...]

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Behavioral targeting: an effective marketing strategy

October 7, 2010 Behavioural Targeting
Behavioral targeting: an effective marketing strategy

Behavioral targeting is a strategy to effectively disseminate timely advertisements to the right person at the right time. This strategy has been put under fire because of concerns regarding privacy. The need for effective tools for marketing is as glaring as the need to survive in the world of business.

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Desperately Seeking the Consumer: Personal Search Engines

August 17, 2010 Behavioral Advertising
Desperately Seeking the Consumer: Personal Search Engines

In 2007, it became clear that Google, Yahoo, and Microsoft prioritize advertising after they each purchased online advertising companies. The search engine is an advertising platform, generating traffic through the search function. This is the summary of an article by Theo Rhöle, which discusses the mediating role of search engines between user and advertiser. You [...]

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Modeling Economic Compensation for Behavioral Targeting

July 29, 2010 Behavioural Targeting
Modeling Economic Compensation for Behavioral Targeting

A kind of customer profiling in online firms is called behavioral targeting. This method uses 3rd party cookies to know the browsing behavior of users. This method is quite effective, but some concerned citizens are calling it an invasion of privacy. This concern is even more prevalent with the cooperation of Internet service providers (ISPs), [...]

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Advertising’s Brave New World

July 17, 2010 Behavioral Advertising
Advertising’s Brave New World

Advertising was once a simple method dominated by huge and established companies. Media-buying and advertising agencies create print or TV ads and negotiate for space or airtime in TV or publications. However, digital advertising has brought home a new arena for advertising which is a lot more complicated, with more players and firms involved. This [...]

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Targeting Implications for New and Old Media

June 9, 2010 Behavioural Targeting
Targeting Implications for New and Old Media

The internet has become a major avenue for advertising, toppling down other traditional media such as TV and newspapers. Newspaper ads, in particular, have shown significant drops in annual revenues over the years because of competition from internet advertising. According to many, the unique feature of the internet is its ability to give out information [...]

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Targeting Strategies

January 18, 2010 Behavioural Targeting
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What are Targeting Strategies? Targeting strategies are generally used in terms of advertising as ways to maximize sales profits by directing marketing projects directly at the most likely consumer base. There are several different targeting strategies but the basic goal of each remains the same, to identify the target market or audience who is most [...]

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