CTR trends in behavioral targeting and impression volume by segment

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CTR trends in behavioral targeting
CTRs have exploded as a result of behavioral targeting. In behavioral targeting's first year, 24/7 Real Media saw a 166 percent increase in overall CTRs. That said, CTRs do vary significantly from segment to segment, which can be a result of variations in the quality of the campaign's creative, the appropriateness of segments to their specific campaigns, taxonomic choices and any combination of these factors. And while the initial success is extremely positive, in time and with more understanding of where behavioral targeting is more and less successful, further CTR improvements can be expected.

CTRs: Behavioral Targeting versus Non-Behavioral Targeting

CTR Trends by Segment

Impression volume by segment
The number of impressions a behavioral segment will receive is largely driven by supply and demand, which in turn is driven by specific trafficking decisions, depending on the nature of the campaigns being run at a particular moment.

The supply element is the result of the numbers, or lack thereof, of users whose online behavior satisfies the criteria for inclusion in the segment. In years to come, when the number of behavioral targeting campaigns has increased exponentially, the numbers of impressions served to specific segments -- in particular those which are smaller and more specialized -- will continue to fluctuate across a broad range depending on demand at a given time for access to relatively narrow bands of consumers. Techies were the most consistent segment at 12 percent to 18 percent of impressions delivered, with women being 25 percent of the impressions served (does not include retargeting campaigns).