Two in three marketers use or plan to use behavioural targeting
Over two-thirds of marketers (77 per cent) use or plan to use behavioural targeting, according to a report by Forrester.
Its research found that 42 per cent of marketers who plan to begin or increase use of behavioural targeting said the ability to reach targeted consumers was the key reason. Almost a third (32 per cent) said they achieve better results than with other forms of targeting. Other factors included scalability, cost savings, data quality and accuracy.
The research, commissioned by behavioural targeting specialist AudienceScience, surveyed 156 display media marketers across a broad range of businesses.
Jeff Hirsch, president and CEO of AudienceScience, said, “Increasingly marketers are realising audience targeting can deliver branding and direct response results, and that they can count on the channel for continued success.
“The trend toward shifting budgets online and leveraging targeting for efficiency will continue,” he added.
AudienceScience, which provides targeting technology to publishers such as ITV, The Financial Times and BBC Worldwide, last month appointed Roger Williams, former director of international marketing at Right Media, to the same role.
Williams is responsible for building international awareness of the behavioural targeting specialist’s products.
Source: New Media Age
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