Advertisers shift online spend towards Behavioral Targeting

Online advertisers and agencies are currently turning to behavioral targeting to communicate better and more directly with consumers. Basically, they’re willing to bid more for clicks based on behavioral information.

According to findings from the Search Engine Marketing Professional Organization (SEMPO) 2008 State of the Market survey, 75% of the respondents agreed to the previous statement together with 51% of respondents who are willing to bid more on demographic targeting.

Not surprisingly, social media continues to grow given that it requires minimal capital investment to implement it effectively. Over 40% of respondents who participated in the survey confirmed they use in-house marketers to promote the brands on social media, Facebook being the most used out of all networks. Digg comes in second as most popular social media site followed by Delicious, StumbleUpon and Reddit.

Additional findings revealed Google and Yahoo! as the most popular search advertising programs used by 80% of advertisers. Contextual advertising on both video search and mobile search also seemed to be of high interest on behalf of advertisers. Approximately 54% showed interested in such advertising through video search results while almost 2 in five advertisers claimed they are interested in paying the same for contextual advertising delivered to mobile search users as they do for traditional search.

In conclusion, we can say search marketing is not longer what it used to be. The strong and sudden emergence of social media has given search marketing a whole new meaning and has become one tactic on which more companies are planning to increase spending. Join the bandwagon!

This entry was posted on Thursday, April 9th, 2009 at 5:00 pm and is filed under Search Engine Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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