Industry: Diet/Health/Wellness

Scenario: A consumer clicks on various diets within Yahoo! Health. Weight Watchers, Jenny Craig or other such diet companies then can serve this person ads across the Yahoo network. (See "Healthy Behaviors Online.")

Unlike with autos and houses, which have long buying cycles, diet and health products are often purchased on impulse. Thus, the key use of behavioral targeting in this industry is to increase consumer touch points.

"The buying cycle in this industry is often quite short, and the consumer may purchase based solely on an impulse after seeing a banner advertisement," says Stephen D. Kempisty, director of business development for Flatiron Media.

"Behavioral targeting is used in this industry to reach consumers when they are outside of the targeted content that is so relevant to their research and purchase process," he continues. "It extends the ability to transmit your message to that same consumer when they are viewing alternate content, and may engage them enough with its out-of-context approach to grab their attention."

He warns, however, that since competitors may be employing similar technologies, the message has to stand out.

Another reason Kempisty says to use BT in this industry is to reach consumers through less-expensive media than what an advertiser would pay for a highly targeted / sold-out channel.

"You can also use it to reach consumers with a more tailored message than would be used for a typical RON campaign," Kempisty says. "I would caution against being too aggressive with this process, though, and make sure the proper frequency caps are in place; otherwise you may end up scaring your intended target."