Online media, by its very nature, lends itself to a multitude of methods for reaching specific audiences. One of the most frequently used methods is behavioral targeting (BT), which is the process of serving advertising to online users based on their previous Web-surfing activities.

Behavioral targeting is insightful because it ensures that your ad is served up in the right places at the right times. But the actual ad shown is just as important, and can mean the difference between impressions and conversions.

In certain situations, it is advantageous to create multiple ads with different messages to further personalize the experience for consumers. For example, if a user visits a banking site, reaches the application page, but does not convert, we know that there is still an opportunity to acquire that potential customer. Our next move is to find that user and target him or her throughout other Web sites with our ad. The user may respond to a general brand message, but to enhance the experience, we can apply a stronger, more specific call-to-action, such as “Finish the Application You Started”. This creates a more relevant connection with the user and could increase the chances that he or she will convert.

Ensure that you are reaching your audience at the most opportune time and with the most appropriate message. When media placements and creative strategies align, the campaign will yield better results.

If you’re currently running online media advertising or considering a campaign, we can determine the right places to advertise and what your messaging should be. Contact us to learn more.