Held back by incomplete technology development, brand marketers’ preference to have ads appear with relevant content and concerns over violating consumer privacy, eMarketer estimates that US spending for behaviorally targeted online advertising will reach only $775 million in 2008.
The Behavioral Targeting report analyzes the trends that are driving, and delaying, development of this promising new online channel.
Things may not be going smoothly, but they are about to change.
eMarketer projects that behaviorally targeted ad spending will reach $4.4 billion by the end of 2012.
Mainstream adoption of online video advertising will be the key factor driving behaviorally targeted ad spending to nearly 25% of all US display ad spending that year.
Key questions the “Behavioral Targeting” report answers:
- What forces are contributing to the growth of behaviorally targeted advertising?
- Why are some advertisers still ignoring the effectiveness of behavioral targeting?
- Why is ad targeting driving Yahoo!’s many suitors?
- What data-gathering methods affect behavioral targeting usage?
- How will ad networks contribute to the success of behavioral targeting?
- 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 analysis to provide the information you need to make smart, accurate business decisions.
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Held back by incomplete technology development, brand marketers’ preference to have ads appear with relevant content and concerns over violating consumer privacy, eMarketer estimates that US spending for behaviorally targeted online advertising will reach only $775 million in 2008.
Executive Summary
US Behaviorally Targeted Online Advertising Spending, 2006-2012 (millions)
Key Questions
The eMarketer View
Key eMarketer Numbers: Behaviorally Targeted Online Ad Spending
Behavioral Targeting Ad Spending
US Behaviorally Targeted Online Advertising Spending, 2006-2012 (millions)
US Online Display, Rich Media and Video Advertising Spending Growth, 2007-2012 (% change)
US Behaviorally Targeted Online Advertising Spending Growth, 2006-2012 (% change)
US Behaviorally Targeted Online Advertising Spending, 2006-2012 (% of total display ad spending & total online ad spending)
Best-Performing* Online Advertising Tactics According to US Online Marketers**, 2006 & 2007 (% of respondents)
Online Advertising Tactics for which US Online Marketers* Plan a 5%+ Increase in Budget Investment, 2006 & 2007 (% of respondents)
Increased Amount that Search Engine Advertisers Worldwide Are Willing to Bid for Targeted Clicks, December 2007 (% of respondents)
Change in Online Marketing Spending if There Is an Economic Recession in the Next Six Months According to US Online Marketers*, by Channel, Q1 2008 (% of respondents)
Marketing Techniques
Marketing Tactics that Are Important to US Marketers, 2007 (% of respondents)
Most Important Marketing Trends According to US Marketing Executives, October-November 2007 (% of respondents)
Comparing Targeting Techniques
Types of Online Ad Targeting Used by US Agencies and Advertisers, 2007 & 2008 (% of respondents)
Return on Investment (ROI) for Select Online Advertising Tactics according to US Online Advertisers, February 2008 (% of respondents)
Direct Response and Branding
Marketing Tactics that Have a Positive* Effect on Brands according to US Brand Marketers, 2007 (% of respondents)
US Marketers Who Use Brand Awareness to Measure Effectiveness of Online Marketing Campaigns, 2007 & 2008 (% of respondents)
US Agencies and Advertisers Who Use Ad Networks for Branding and/or Direct Marketing, 2007 & 2008 (% of respondents)
Primary Branding Goal of US Marketing Executives for Next Year, October 2007 (% of respondents)
Targeting Technology
Tactics for which the Advertising Industry Is Technologically Prepared according to Advertisers Worldwide, February-April 2007 (% of respondents)
The Importance of Data
Marketing Tools Used by US Marketers to Support Measurement/Analytics Efforts, 2007 (% of respondents in each group)
Potential Monthly Metrics for Visitors to Select Major US Websites and Advertising Networks, December 2007
Monthly Visitor Metrics for Select US Websites and Ad Networks, Ranked by Searches, December 2007 (millions)
Select Company or Client Problems with Web Analytics Data Collection in the Past Year according to Web Analytics End-Users and Consultants Worldwide, April 2007 (% of respondents)
Segmentation and Consumer Profiles
Types of Advertising that US Marketers Use to Market to Specific Customer Segments, 2008 (% of respondents)
US Marketers Who Believe Segment-Driven Marketing Is Important for Their Company, 2008 (% of respondents)
Most Important Benefits of Better Segmentation and Customer Profiling according to US Marketers, January-February 2006 (% of respondents)
Measurements/Analytics in which US Online Marketers* Plan to Invest Next Year, by Type, 2006 & 2007 (% of respondents)
Targeting through Networks and Portals
Online Advertising Services Available on Select Portals, 2007
Primary Reason US Agencies and Advertisers Use Portals, 2007 & 2008 (% of respondents)
Primary Reason US Agencies and Advertisers Use Ad Networks, 2007 & 2008 (% of respondents)
Factors that Differentiate Ad Networks according to US Agencies and Advertisers, January-February 2008 (% of respondents)
Endnotes
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Related Information and Links
Related Links
Contact
Report Contributors
Held back by incomplete technology development, brand marketers’ preference to have ads appear with relevant content and concerns over violating consumer privacy, eMarketer estimates that US spending for behaviorally targeted online advertising will reach only $775 million in 2008.
Accenture
American Association of Advertising Agencies
Anderson Analytics
Association of National Advertisers (ANA)
Booz Allen Hamilton
CMO Council
Collective Media
Compete
comScore Inc.
Direct Marketing Association (DMA)
eMarketer
Forrester Research
Guideline
IntelliSurvey, Inc.
Interactive Advertising Bureau (IAB)
JPMorgan
MarketingProfs
MarketingSherpa
NextLevel Strategic Marketing Group
Penton Research
PROMO magazine
Radar Research
Search Engine Marketing Professional Organization (SEMPO)
Web Analytics Demystified