Immediately following the second visit to the phone manufacturer’s site, she begins receiving a new ad.

Since her previous behavior -- clicking on cell phone ads, actively searching for cell phones, and placing selected phones in her checkout cart -- indicates that she is close to purchasing a cell phone, our consumer receives an ad for a special offer on the newer model phone.

Clicking on the ad takes her to a page on the manufacturer’s website offering a free headset or car charger if she acts now. As we marketers know, for someone strongly considering a purchase, a "limited time" offer can often seal the deal.

What did we learn?
Through creative executions deployed via behavioral targeting, marketers can modify their messages to target a specific audience-- one that is already intent on making a purchase.

As the next example shows, BT can also help marketers use the consumer’s intent to increase the dollar value of conversions.

Next: Ready to buy