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Behavioral Targeting:
Advertising Gets Personal
Internet advertising is no longer all about paid search. Targeted display advertising is exploding. Today, it's where the excitement is, where the eyeballs are and where the industry dollars are flowing. In fact, behavioral marketing may be the future of advertising everywhere.
The Behavioral Targeting report analyzes why more major brand marketers are turning to the Web to advertise to and target their increasingly fragmented audiences.
The $1 billion that eMarketer projects for behavioral targeted ad spending in 2008 represents only 11% of the US display, rich media and video market. With the greater attention paid to overall ad targeting, however, and the rising focus on brand messages online, this market will nearly quadruple by the end of 2011.
Key questions the "Behavioral Targeting" report answers:
- What types of ad targeting are most effective?
- Why is behavioral targeting often at the forefront of targeting techniques?
- What elements contribute to large spending increases for behavioral targeting?
- Can targeting's reduced reach and effective ad campaigns be reconciled?
- Will privacy concerns slow down, or even derail, certain online ad targeting methods?
- And many others...
eMarketer Reports—On-Target and Up-to-Date
The Behavioral Targeting report aggregates the latest data from marketing and communications researchers with eMarketer numbers, projections and analysis to provide the information you need to make the right business decisions—right now.
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Internet advertising is no longer all about paid search. Targeted display advertising is exploding. Today, it's where the excitement is, where the eyeballs are and where the industry dollars are flowing. In fact, behavioral marketing may be the future of advertising everywhere.
Executive Summary
 US Behaviorally Targeted Online Advertising Spending, 2005-2011 (millions)
Issues & Questions
The eMarketer View
Key eMarketer Numbers: Behavioral Targeting
Spending Trends
US Behaviorally Targeted Online Advertising Spending, 2005-2011 (millions)
US Behaviorally Targeted Online Advertising Spending, 2005-2011 (% of total online ad spending)
US Behaviorally Targeted Online Advertising Spending Growth, 2005-2011 (% change)
US Behaviorally Targeted Online Advertising Spending, 2005-2011 (% of display and rich media* ad spending)
Behavioral Targeting Revenues of US Interactive Publishers, by Type, 2004-2007 (% of respondents)
Planned Interactive Ad Focus this Year according to US Advertising Executives, by Type, March 2007 (% of respondents)
Targeting Techniques
Most Effective Online Advertising Targeting Methodologies according to US Advertising Executives, 2006 (% of respondents)
Level of Interest among US National Advertisers in ZIP Code Targeting for TV Advertising, 2006 (% of respondents)
Premium Amount that US National Advertisers Would Pay above the Actual Cost of ZIP Code Targeting for TV Advertising, 2006 (% of respondents)
Time Until US Experienced Online Video Advertising Buyers Are Likely to Regularly Use Online Video Advertising Features, June 2006 (% of respondents)
Online Video Ad Click-Through Rates (CTR), by Targeting Approach, Q4 2006
Top Four Search Marketing Tactics Used Last Year and/or Planned for this Year by US Search Marketing Executives, 2007 (% of respondents)
Increased Amount that Worldwide Search Engine Advertisers Would Pay for Optimal Behavioral Projections of Consumers' Future Purchases*, December 2006 (% of respondents)
Behavioral Targeting: Up-Close and Personal
Interactive Marketing Channels that US Marketers Are Currently Using, Piloting or Expecting to Pilot within the Next 12 Months, December 2005 (% of respondents)
Top Growth Sector within Interactive Marketing according to Worldwide Advertising and Marketing Executives and Private Equity Investors, 2006 & 2007 (% of respondents)
Interactive Marketing Channels that US Marketers Are Currently Using, Piloting or Planning in the Next Year, by Industry, Q4 2005 (% of respondents in each group)
Best* and Worst** Performing Online Advertising Tactics according to US Online Marketers***, 2005 & 2006 (% of respondents)
Effectiveness of New* Channels for B2B Marketing according to US B2B Technology Marketers, June 2006 (% of respondents)
US Advertising Executives' Agreement with Statement that the "Long Tail" Always Existed but Technology Is Making It Easier to Organize and Monetize, March 2007 (% of respondents)
Online Advertising Formats Supported by US Interactive Publishers' Sites, 2005-2007 (% of respondents)
US Advertising Agencies that Are Satisfied* with Their Marketing Efforts in the Past Year, by Users vs. Non-Users of Online Behavioral Targeting, 2006 (% of respondents in each group)
Reach and Robust Targeting
Top 20 Web Brands in the US, Ranked by Unique Visitors, March 2007 (thousands and hrs:mins:secs)
Primary Alternatives to Ad Networks according to US Agencies and Advertisers, February-March 2007 (% of respondents)
Reasons that US Agencies and Advertisers Use Ad Networks, Specific Publishers and Portals, February-March 2007 (% of respondents)
Most Important Advertising Tactics that US Marketers Plan to Use This Coming Year, December 2006 (% of respondents)
Types of Targeting Used by US Agencies and Advertisers on Ad Networks, February-March 2007 (% of respondents)
US Advertising Executives' Attitude Regarding the Quality of Online Creative, March 2007 (% of respondents)
The Audience
US Adult Internet Users Who Are Interested in Receiving Personalized Advertising via TV, Internet and/or Mobile Phone, 2006 (% of respondents)
US Adult Internet Users Who Are More Willing to Pay Attention to Advertising that Is Personalized, by Age, 2006 (% of respondents in each group)
US Adult Internet Users* Who Like to Receive Promotions and Offers that Are Based on Their Interests and Tastes, by Attitudes toward Privacy**, March 2006 (% of respondents)
Attitudes of US Consumers toward Behavior Targeted Online Advertising, 2006 (% of respondents)
Factors that Would Make Online Video Ads More "Pleasurable" according to US Consumers, January 2007 (% of respondents)
US Adult Internet Users Who Are Willing to Watch Advertising before a Free Online Video, 2006 (% of respondents)
Data and Privacy
Actions Taken in the Past Six Months by US Adult Internet Users due to Online Trust Concerns, September 2006 (% of respondents)
Online Privacy Measures Used in the Past Six Months by US Adult Internet Users, September 2006 (% of respondents)
Organizations or Industries that US Adult Internet Users Trust* to Keep Their Personal Information Secure, September 2006 (% of respondents)
Companies that US Internet Users Trust the Most for Privacy, 2005-2007
US Internet Users Who Believe Their Searches on Google Are Kept Private, January 2006 (% of respondents)
US Adults' Level of Confidence that Information Collected by Search Engine Companies Will Remain Private, February 2006 (% of respondents)
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Internet advertising is no longer all about paid search. Targeted display advertising is exploding. Today, it's where the excitement is, where the eyeballs are and where the industry dollars are flowing. In fact, behavioral marketing may be the future of advertising everywhere.
AdMedia Partners Inc.
Advertising.com
American Advertising Federation (AAF)
Association of National Advertisers (ANA)
AudienceScience (formerly Revenue Science)
ChoiceStream
Claria Corporation
Collective
Datran Media
Dynamic Logic
eMarketer
Forrester Research
InsightExpress
IntelliSurvey, Inc.
JupiterResearch
MarketingSherpa
MediaPost Communications
Nielsen//NetRatings
Piper Jaffray & Co.
Ponemon Institute
Radar Research
Search Engine Marketing Professional Organization (SEMPO)
TNS
TRUSTe
University of Connecticut
WebAdvantage.net
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