Internet Search Engines Target Personalized Advertising
24/7 Real Media Inc. has conducted direct marketing campaigns with online advertising distributed via Internet search engines across a network of more than 950 Web sites.
Campaigns conducted in North America, Europe and the Asia-Pacific region combined Internet searches with geographic, behavioral and keyword targeting.
Ads were personalized and customized to match specific Internet keyword searches initiated by individual consumers. The targeting resulted in increased click-through and response rates, according to the digital marketing agency.
Linking search and display advertising is an important step in integrating advertising strategies to take advantage of the Internet’s vast reach and targeting potential, said Brian Lesser, director of product marketing for 24/7.
Techniques like behavioral targeting and demographic targeting give advertisers an idea of what users might be looking for, but search targeting allows advertisers to serve ads based on what they know a particular consumer is interested in buying, according to Lesser.
