Tip: BT and retargeting provide a realistic way to lower the overall cost of an advertising campaign. By delivering ads more precisely, you quite simply waste less media and less of your media buy.
Starwood Hotels uses behavioral targeting to drive U.S. travelers who are thinking about visiting Latin American resorts to its new Spa Collection website and to lower their cost for the campaign in doing so.
During a recent 45-day online campaign, the company served up a mix of 160x600, 300x250 and 728x90 ads on 24/7 Real Media's "Globetrotters" behavioral segment, which includes users who have spent time viewing travel content within the last 30 days, and also on the Travel and Hotel sections of a major market city guide/newspaper.
The behavioral targeting campaign produced an ROI 22 percent higher than the Travel/Hotel page, yielding a similar click rate at a lower cost. Starwood stretched the campaign beyond the original 45 days, happy that behavioral targeting allowed them to improve performance, increase reach and accuracy and increase their overall ROI.
Let's talk about many a web marketer's favorite dream: teenagers. What could be better than a huge, savvy group of buyers spending their parent's money? Sadly, it's not easy to reach people in the throes of anti-establishment, anti-adult, anti-corporate-brand rebellion. Yet a few innovative companies have succeeded in reaching out to this powerful demographic.
Provide a flexible, fun, and trustworthy environment, and teens will share the message, incorporate it into their conversations and games, and open up a trusted, lasting relationship.
Here's how.
Author notes:
Evan Gerber, Manivone Phommahaxay and Kevin Tu are senior user experience consultants for Molecular.