The Importance of Lifestyle
One of the advantages of behavioral targeting is that the message can evolve over time. This allows advertisers to reframe a person's decision criteria in a way that contextual advertising traditionally cannot.
To show how this works, let's follow a credit card campaign.
Credit Card Creative #1: MegaCard (a fictional version, not the Austrian credit card) knows that lifestyle plays an integral part when consumers are considering what type of credit card makes the most sense for them. So, MegaCard introduces lifestyle as a decision criterion very soon in their advertising campaign.
After establishing some brand awareness, MegaCard can potentially alter the path of the decision-making process.
