Conclusion
As the examples I've described reveal, tailoring creative to particular behavioral segments certainly makes intuitive sense. Different people frequently have different motivations. Matching the right person with the right ad seems only natural and certainly seems more effective than running generic ads to all potential consumers. However, as the above examples also highlighted, doing it at all, let alone well, could require a lot of work.
Tailoring creative to behavioral segments for dynamic online delivery is very new. Marketers, their agencies and media companies have been working with socio-demographic targeting and contextual targeting for the better part of 100 years, but they have only been working with real-time behavioral marketing for fewer than 10 years. While it may not be an easy or a quick process, it is a necessary one.
Now is the time for creative to catch up to behavioral targeting. This is the chance to bask in the sunshine of one of advertising's most promising new techniques
