Targeting Consumers Based on Real-World Behavioral Data
By: Jeremy Sneed
What is Behavioral Targeting?
Take an investigative look into behavioral targeting and behavioral advertising. In your research, and you’ll find trails leading down the road of online-tracking.
By definition behavioral targeting is the method of using consumer’s behaviors and actions for the purpose of delivering more targeted, relevant advertising.
The Only Issue Here
Behavioral targeting is more often than not a term used to actually describe cookie-targeting.
It’s not a consumer’s actual behaviors that are being tracked for targeting, it’s their clicks. Behavioral advertising is most often used to describe targeting people based on their clicks or their online user-profiles (which are also built on their clicks).
Overall with standard behavioral advertising, you’re using clicks, cookie-profiles, and online tracking. All of this for the purpose of building these more targeted advertisements.
There are just a couple of issues with this. The main problem here is that online tracking resets, is noted for its wild inaccuracies and doesn’t even work in most modern browsers. This is just the tip of the iceberg.
In summary, clicks and cookies just don’t add up to sufficient data.
There is Hope
Behavioral targeting isn’t a bad thing, in fact, it’s fantastic.
Behavioral targeting brings the possibilities of hyper-personalization. With behavioral advertising, we’re delivering ads with higher relevance than ever before.
Here’s the secret, targeting actual behaviors.
Behavioral advertising doesn’t have to be limited to targeting people based on their clicks. Now, we’re capable of targeting people based on their real-life behaviors.
Behavioral advertising in the 21st century is targeting based on where people actually spend their money, where they actually live, where they work and more.
Target Based on Where They Spend Their Money
While we’re quick to browse online, where do actual purchases happen?
According to a recent Forbes article, consumers are more apt to spend in-store than they are online. The article details over 70% of consumers reported spending at least $50 or more when shopping in-store. Only around 50% of consumers reported spending the same amount when they go shopping online.
Think of the logic behind this. Consumers can quickly hop online, go to an online store, and browse products. This is regardless of whether they can or cannot afford the products or even afford to buy from the brand itself. Not only this but this quick clicking doesn’t even necessarily mean the person is interested in the brand or product.
On the other hand, think if a consumer takes the time, effort and resources to visit a brick and mortar location. With this, there is an unequivocal level of dedication being shown.
Behavioral targeting is no stranger to targeting people based on their spending preferences.
Don’t target people because they clicked on a golf website online, target someone who was actually golfing on a golf course. Don’t advertise to someone who visited PotteryBarn.com, target the consumer who went to their nearby Pottery Barn.
Take this targeting and execute it based on real behaviors. Target people based on where they actually take the time to spend their money.
For ideas around how you can do this, try looking at our Venue Replay technology.
Target Based on Where They Work
When it comes to behavioral advertising, a commonly used online-tracking-based consumer trait to use for ad targeting is consumer income.
Everything goes into account with this. Make a click on a boating website after hearing someone talking about it at a coffee shop, now your cookie-profile probably says you make over 150k a year. Shop for antiques online at a second-hand store and your cookie-profile could likely drop to say you make less than 40k a year.
The point here is, there’s little to no level of accuracy or fact-based data to back up these online, cookie-based profiles.
However, there is substantiated evidence behind real-world activity. Target people based on the behavior of where they work.
Say you want to target a certain caliber of clientele. What if you could take a high-end business and deliver digital advertisements to all of the employees within?
Thanks to modern-era behavioral advertising, this is possible.
We can draw a polygon around a business (accurate down to the meter level) and target those within. We can either blanket the entire networks inside the building or pull the Device IDs of smartphones from within that we see there on a recurring day to day basis.
With this, you can target entire companies and all of the identified employees within.
Don’t advertise to everyone marked as wealthy because they looked at Maserati’s online. Target the most successful law firms in your area. Don’t target someone just because they read some Forbes articles, advertise to devices seen daily at a doctor’s office.
Feel free to visit Captive Audience to learn more.
Target Based on Where They Call Home
Geo-location is all to common a term.
Advertisers continue to execute behavioral targeting based on people’s geo-locations. With this, they’re targeting people based on what their online-profile says their location is.
This data goes back to the same flawed cookie-based principle, continuing to prove inadequate. Geo-location is filled with inaccuracies, even from some of the most trusted online sources.
Even in the case of geo-location being accurate, it still isn’t commonly granular enough. Behavioral targeting done based on cookie-data is typically only available down to the zip code level or generalized geographical areas such as city or state.
Rather, allow behavioral targeting to be accurate down to someone’s exact home address.
We’re here to bring behavioral targeting the pinpoint accuracy it needs. Behavioral advertising through IP targeting has opened the door to targeting people based on their exact home address.
We can target people directly in their homes and through their home WiFi, ensuring a minimum of 95% accuracy.
Look at IP Targeting for a deeper look into this.
Behavioral targeting doesn’t have to be based on cookie-tracking, clicks, or any other form of online tracking.
Thanks to IP Targeting, behavioral advertising can be based on real-world data, such as where people spend their money, where they live, where they work, and more.
Through IP Targeting technologies, we are able to take any physical location in the United States, map it out, and then target the people that were within that physical location. Whether we’re targeting people’s Device IDs or entire WiFi networks, it’s still your ads directly in front of your target consumers.
Unlock the powers of behavioral advertising based on factual data.
By: Jeremy Sneed