Marketers Have Growing “Obsession” with Behavioral Targeting via Search Engines [Annals of Behavioral Targeting]

excerpt:  “The official version of the SEMPO [Search Engine Marketing Professionals Organization] report was released today and…shows “overwhelming interest” in newly developed behavioral targeting opportunities, with three-quarters of advertisers claiming they would pay bid more for clicks targeted to in-market consumers.  The … “The State of Search Engine Marketing 2008″ shows  behavioral targeting has moved demographic targeting down on the priority list….this year, advertisers on average would pay 10 percent more for both demographic targeting and daypart targeting; they would pay 13 percent more for behavioral targeting. Behavioral-based search retargeting was unchanged in terms of spending. Two in five advertisers said they are not currently targeting or retargeting searchers but plan to in the next 12 months…Another 44 percent said they were targeting searchers either through an ad network, a portal or consumers who had previously visited their site.

As reported last week, North American spending on SEM for 2008 will total over $13.4 billion.”

source:  “Search Report Shows Obsession with Behavioral Targeting.”  John Gafney.  Econsultancy.  March 20, 2009.


Author: jeff

Jeff Chester is executive director of the Center for Digital Democracy. A former journalist and filmmaker, Jeff's book on U.S. electronic media politics, entitled "Digital Destiny: New Media and the Future of Democracy" was published by The New Press in January 2007. He is now working on a new book about interactive advertising and the public interest.

Leave a Reply