March 23, 2006, 12:00 AM

More marketers are using online behavioral targeting, Forrester says

Three out of four marketers are using or plan to use online behavioral targeting this year, Forrester Research said. Of those marketers, 52% already are using behavioral targeting, 17% are testing it and 31% plan to test it by year-end.

 

Three out of four marketers are using or plan to use online behavioral targeting this year, according to a new report from Forrester Research Inc. Of those marketers, 52% already are using behavioral targeting, 17% are pilot testing it and 31% plan to test it by year-end.

Forrester defines behavioral ad targeting as the alignment of ads with users whose online behavior implies interest in a particular product or service. For example, a consumer who visits Kelley Blue Book, GM’s FastLane blog, and Car.com’s used car finder might see an ad for an auto when logging onto a newspaper’s web site.

Of those marketers using behavioral targeting, 35% said they are experiencing more click-throughs; 26%, more conversions; 21%, an increased return-on-investment; 16%, increased trust or brand affinity; and 2%, needed to buy fewer impressions, Forrester said.

Forrester surveyed 259 marketers during the fourth quarter of 2005.

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