A roundtable discussion addresses which targeting method -- contextual or behavioral -- is best for certain goals and categories.

The buzz discussion on behavioral targeting from the iMedia brand summit began with some news suggesting that we are now in the Golden Age of behavioral targeting. 

A recent report from TACODA sparked a surge in interest in behavioral targeting. The report claimed that 17 percent more users looked at behaviorally targeted ads, while 50 percent more imminent buyers were reached with behaviorally targeted ads.

You've heard the stats, but is it really worth all the hype?

Overall, attendees suggested that behavioral advertising evolved from contextual advertising and was intended to solve the contextual inventory problem.

One attendee suggested that, in theory, contextual advertising was a great idea, but in practice fell quite short of expectations. A recent search engine campaign with ads appearing on a content site did not bear any fruit for the advertiser. In other words, the audience matched up, but no one bought any of the advertised products.

Other problems in the category include closing the loop between buyers that are migrating from the behaviorally targeted avenue into a purchase point offline.

Discussion group attendees also suggested the existing agency models did not coincide with available opportunities. A multi-million dollar media buy with a $20,000 behavioral component just doesn't scale for the agency. Behavioral targeting companies are hoping the rest of the world will change to fit their model, as opposed to fitting in with the existing platform.

When discussing brand and categories that are more suited to behavioral targeting, the attendees agreed overwhelmingly that immediate purchases and direct conversions were best. Second came considered purchases, and brand-based decisions seem to be the least appropriate.

Overall, the consensus led to panelists suggesting that applying next generation (beyond the click) metrics to the targeting equation would be a natural way to expand the role of behavioral targeting. Most agreed this would be an uphill battle for advertiser, since online is still a direct response medium.

Kevin Ryan is the Chief Executive Officer of Kinetic Results, and iMedia's search editor. Read full bio.

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