Predictive behavioural targeting is set to revolutionise advertising, but how can you make the most out of this new ad technique? Karim Attia, Chief Business Development Officer, offers a guide on just what predictive behavioural targeting campaigns can deliver.
According to a recent report, spend on display advertising is set to double that of search this year. With recent innovations driving this growth and making targeting and measurement much easier, it’s clear that these advances also bring a new era of behavioural targeting – in particular, the advent of predictive behavioural targeting.
The challenge with any behavioural targeting campaign is ensuring messages are delivered in the most targeted, effective and efficient way possible. While this goal often seems like an elusive marketing dream, predictive behavioural targeting is making this a reality. So how can you ensure you are taking complete advantage of these new developments?
Enhance behavioural targeting with socio-demographic predictions
Up until now online campaigns using behavioural targeting have simply used a consumer’s browsing behaviour to target and deploy advertising messages. Predictive behavioural targeting combines socio-demographic and lifestyle data, collected through consumer surveys, with online behaviour patterns to take behavioural targeting one step further.
By combining this greater knowledge about hard to reach audiences with behavioural insights, predictive behavioural targeting can be described as serendipitous. While traditional behavioural targeting focuses on the past, marketers and advertisers can now predict not only a consumer groups’ existing relationship and perception of a brand or product, but also their future purchasing behaviours and interests. As a result, ads become more accurately targeted ensuring engagement levels are greatly improved.
Use predictive behavioural targeting to realise the true potential of branding online
Traditionally, online advertising campaigns have focused directly at raising click-through rates and the power of the ‘mental click’ – the connection consumers make when they encounter a well targeted online ad – has been overlooked.
A recent comscore study highlights the seriousness of this oversight, revealing that click-through only 20% of consumers click on an ad.
To effectively implement an online campaign that emotionally connects with consumers, you must first of all understand how they feel about your brand. By doing so you are able to design and implement campaigns that don’t simply raise click-through rates, but focus on developing the relationship you have with the consumer based on their existing affinity with your brand. In this way, predictive behavioural targeting campaigns can be used to not only achieve an overall increase in brand awareness, but also strengthen existing customer relationships or, alternatively, attract new customers to the brand.
Keep consumer privacy and data security front of your mind
As online targeting evolves, so too does the type and amount of data that has become available. Who has access to this data and how it is used is, as much as ever, of great concern to consumers. For this reason alone it is imperative for brands to make every effort to ensure consumer peace of mind is maintained.
To achieve this you should only ever work with the most reputable predictive behavioural targeting firms, taking time to check their credentials for respected industry accreditations such as Privacy Seals which are issued by the Independent Centre for Privacy Protection (ICPP).
Always work with an experienced and results proven firm
Industry experience and insight is key to implementing a robust and results driven predictive behavioural targeting campaign. It is therefore important that you work only with a provider that is pioneering predictive behavioural targeting and has a proven heritage within it, as well as having active relationships with the right brands, publishers and ad networks. This experience, alongside a dedication to understanding your brand and objectives, will ensure that your predictive behavioural targeting partner will be in the right position to determine the optimal pricing and positioning strategies for your product, guaranteeing the most efficient and effective campaign for your product.
If you’re serious about delivering highly effective online ads to drive prospects and build brands, explore the opportunities predictive behavioural targeting presents to harness the true power of online advertising. It will redefine the way you target prospects in the future.
By Karim H. Attia
Chief Business Development Officer
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