關於yahoo behavior targeting online

Spendid, isn't it? Photographer Leon Chen, Hwa Lien 2007 CNY

Everyone knows that Internet is the 2nd largest converage, following TV the tradtional huge media vehicle, tool in media. In the past, we all agree on the currence online is "total impression". However, we have so many questions about whether my real targets really exposed, is the content relevant, is there any waste, even does it build my brand?

Now, Yahoo launched a new way of advertising that is precise targeting, relevant and only to those people with the same "online pattern" will be exposed. With the new screening criteria of defining relevancy, we are able to confine our "desired TA" more accurately.

In a word - targeting your ads to consumers whose recent behaviors online indicate that your product category is highly relevant to them based on their online behavior from the past, such as channels (content) visited, key-words searched, the ads they clicked, demographically and geographically.

For example, a marketer for a brand new car want to deliver online ads to target group. So we select targets that shows interestd on cars from the new car key-wrods searched, visited automobile car-comparing channel, the car ads they clicked....etc. These targets show a strong purchase intention on car are the primary target to deliver the new car ads.

To marketers this is a brand new way to improve the online efficiency. According to the research, the kind of delivering ads has aroused +30% ~ 65% click-through-rate and conversion rate lift comapring to "impression-based" ads delivering.

In Taiwan, there are 40 kinds of targeting behavior available. Ex. cars, finance, tech, telecom, retails, consumer product, sports, entertaining, ...etc. If you are interested please leave message here, so that I can provide more information to you loh....

How do you think this kind of advertising? Do you think it's effective? Share with us.