The rise of behavioural data
The central questions in advertising today are: Where will people listen? What do they want to hear? How do I reach them? These are the kind of questions we need to ask when we embark on any campaign.
New channels, tactics and content models will only serve your campaign efforts if ads reach the right people. We are now able to accurately define, and then redefine this audience in order to ensure we can now, can more efficiently use behavioral data to target people who fit your customer persona.
In general, advertisers in the past commonly target individual websites where they expect their customer to hang out, behavioral data improves upon this approach by allowing you to target groups of people across multiple advertising properties. Behavioral targeting providers can profile a group (e.g. mothers with young kids) based on an analysis of online searches, Internet browsing habits, purchasing history and much more. If you’re targeting specific types of consumers, behavioral data can mean the difference between a bungled campaign and a huge victory.
Your next question should be, what kind of content would they engage with? And that, is an entirely different blog for another day.