Local Video and Behavioral Boosting

Here's a broad ClickZ article about media fragmentation, consumer control and video coming to local. These are all themes of the upcoming Drilling Down event. Also eMarketer compiles data from Tacoda-sponsored research showing that behavioral targeting beats contextual. The data aggregator further cites MarketingSherpa regarding the relative effectiveness of different categories of online ads.

According to a late 2004 MarketingSherpa poll, in order of effectiveness, it goes like this:

  1. Paid search
  2. Email "house list"
  3. Rich media
  4. Behavioral targeting
  5. SEO
  6. Contextual ads
  7. Affiliate marketing

I am something of a behavioral targeting skeptic, especially given the "political" obstacles it faces re privacy. But these survey results do indeed suggest it works better than contextual ads, which is not that hard to believe. Behavioral targeting is "opaque" to the user and promises greater relevance based on their interests/actions.

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