Behavioral and big media networks
Category: Behavioral networks
Behavioral targeting networks are the current incarnation of the internet's vaunted promise to facilitate one-to-one connections between consumers and advertisers. Using clever technology that tracks individual consumer behavior across all their affiliated websites, these networks allow advertisers to target segments by their online activities and presumed intent. Going beyond commonplace contextualization of advertising and relying on past activity, these networks are capable of serving highly relevant ads, entirely irrespective of the content a consumer is currently viewing.
Where they fit: Advertisers that have an in-depth understanding of their target markets and can pinpoint the consumer intentions and behavior patterns commonly leading to a desired consumer decision can often generate big lifts in their results through the adroit use of behavioral targeting techniques.
Category: Big media networks
As the lines between publishers and ad networks blur, large-scale media "destination" sites are augmenting their strong relationships with advertisers by partnering with like-minded websites and morphing into the centerpieces of niche-oriented advertising networks. For example, Lifetime is doing well with its Glam network, CBS has launched a "local station oriented" widget advertising network, and BET's ad network seeks to transition established TV advertisers to the web. Meanwhile, Warner Brothers' TV group is betting on its network built around its MomLogic.com property, and Martha Stewart's website is now aligned with the Martha's Circle collection of high-end lifestyle sites.
Where they fit: These networks tend to offer rich media opportunities, which can work well for branding campaigns and for delivery of product demos or samples of entertainment experiences.
