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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