Advertisers in today’s online climate are faced with an exciting prospect: the confidence that their message is getting in front of the right audience, no matter where that audience is on the site. This is all thanks to behavioral targeting, a new capability that leverages behavioral and registration information to deliver high-quality audiences for customized campaigns, and it’s revolutionizing the world of online advertising.

Behavioral targeting allows you to discover and define audiences according to your preferences and then market to them. You can get as specific as you want, basing your preferences on visitors’ behavior on the site, registration information, or combinations of both. Once audience segments are defined to suit your marketing strategy, behavioral targeting facilitates delivery of targeted ads to those segments, resulting in a much greater likelihood that the offer is of interest to the audience that views it.

Leveraging the capabilities of behavioral targeting, you can deploy online campaigns that much more effectively build brand awareness and that dramatically improve the effectiveness of your individual advertising campaigns.

The beauty of behavioral targeting lies in its ability to identify and target audiences based on ‘who’ they are and not ‘where’ they are on a website. For example, imagine a cosmetics retailer with a new line of lip gloss wants to target young women who are frequent visitors to a publisher’s ‘fashion’ section. The traditional approach would be to buy premium ad space in the fashion category. Though it sounds logical, this may not be ideal since a) ad impressions are not targeted and hence could be wasted by showing it to everyone visiting the fashion site, and b) a potential customer for this product may be visiting other sections of the site where the same ad could have been exposed.

With behavioral targeting, the cosmetics retailer can buy ad inventory anywhere on the site, knowing that its message will reach its target audience, no matter where that audience is on the site.

Behavioral targeting is also capable of sophisticated audience discovery. By ‘sizing up’ visitors as they move through a site, a behavioral targeting solution gathers information based on what content visitors browse and what registration information they provide – in addition to their geographical location – providing possible clues to unforeseen high-value audience segments prime for certain advertising campaigns.

With a premium behavioral targeting solution like SageAMP, you don’t have to just guess at the performance of your ad campaigns – you can quantify it. SageAMP’s sophisticated campaign analysis reports track how your targeted campaigns are performing so you can monitor your success with confidence.