Behavioral Advertising Companies

For many businesses, behavioral targeting ads are becoming an increasingly important part of their overall marketing strategy for getting the companies' goods and services noticed by potential consumers. This type of advertising is being seen as a cost-effective way for businesses to develop brand awareness and grow market share to an ever-more sophisticated customer base. Behavioral advertising companies provide prospective clients with marketing strategies specifically geared to attract individuals whose recent internet usage indicates that they will be interested in the promoted product or service. This is accomplished with the use of technology that keeps track of what websites are visited by a particular computer through the use of ISP addresses and cookies. The information is analyzed and used to display advertisements related to those websites. For example, the software may track that the same computer accessed an online business selling skiing equipment and a website containing an article on tips for the beginning skier. When the individual goes to a third website, perhaps one for booking airline tickets, an ad promoting budget ski vacations appears. This is a very simplistic example -- techniques for behavioral targeting ads are much more sophisticated in determining an individual's personal demographic. Besides the user's interests in particular topics, the software may analyze the person's gender, age range, and likely median income. With this technological advance, it is possible for two different internet users to see two very different advertisements for dissimilar products or services even though both are on the same website at the same time.

Most current online marketing is known as contextual advertising. The advertising networks place advertisements for products on websites that are somehow related to that product. This is why a person reading the online sports pages of a metropolitan newspaper may see ads for sports equipment or sporting events. These same ads most likely will not appear on the newspaper's online food pages (unless, perhaps, that week's recipes are for football tailgating parties). Internet users see advertisements in the context of the websites that they are visiting. These ads are more relevant and cost-effective than what is known as run-of-site ad placement. Run-of-site advertisements have no relevance or context to the websites on which they appear and are most often seen as annoying and a nuisance by internet users. Behavioral targeting ads take contextual advertising to a new level because they are based on websites that an individual visits, the keywords that an individual uses in internet searches, and/or the content of pages the individual accesses. The behavioral advertising companies can even use software that tracks past visitors to a specific website and design a marketing campaign especially for these potential customers that will motivate them to purchase the promoted product or service. The benefits of behavioral advertising are obvious. Since the marketing campaign is geared to specific people who have already shown an interest in the goods or services, the conversion rates (the ratio of visitors who become customers) are higher. Since it takes fewer ad impressions to get visitors to click-through tot he advertiser's website, the ads are more cost-effective for the advertising company.

Though the benefits are clear, behavioral advertising companies still have obstacles to overcome. Though the technology monitors website visits from the same computer, it cannot distinguish who is using the computer. When multiple people use the same machine, the behavior and demographics are skewed. This often happens when members of the same family use the same computer. Mom may see advertisements for video games, in which she has no interest, after her teenage son has been online checking out reviews for the latest must-have gaming system. Another obstacle may be described as a battle between technologies. Many internet users, concerned about their privacy, utilize computer settings or ad-blocking software programs that keep cookies from being downloaded into their systems or that automatically clear the cookies on a routine basis. Cookies are useful for websites that require the user to log in with a username and password, such as those of financial institutions and credit card companies. By using cookies, a bank's website may require an accountholder to provide additional information, such as answering a security question, when accessing the site from a different computer than the one used originally. This actually protects the accountholder. In the Old Testament book of Proverbs, we find this verse: "I wisdom dwell with prudence, and find out knowledge of witty inventions" (Proverbs 8:12). Internet users need to educate themselves on issues such as these so that they can make good decisions about the cookie settings and any routine clearing of the cookie files.

The strategy of using behavioral targeting ads is becoming more prominent, especially by large businesses, and the revenue of targeted online display advertising is expected to increase tremendously in the next few years. Behavioral advertising companies are taking advantage of the scales and efficiencies that the targeted model offers them. By retaining a behavioral ad network, a company turns over their online marketing strategy to a business that can access multiple sites, test ads, track users, and identify past visitors. Proper analysis of all this data lead to higher click-through and conversion rates for the advertiser. In addition, marketing consultants believe that surfers on the internet are not as annoyed by advertisements of products and services in which they have an interest. Therefore, web surfers are more likely to click on the ads and visit the advertiser's website. If the site appeals to the visitor, a sale may be transacted. The advertiser gains a new customer based on the targeted advertisements.

Advertising research companies expand marketing, provide new jobs for people that are just coming out of college, and help to create more effective ad campaigns for products and services worldwide. Marketing businesses will help newly graduated students make a difference in their community so that they can begin to discover their exact interests in the marketing world. Advertising sales companies provide Internships for people who want to learn what marketing is all about. Then at the end of the Internship, interns may be offered a job. The wonderful thing about this process is that the intern gets to spend the year of their life figuring out if the fast paced marketing world is right for them. Then students get to figure out if they want a permanent job in this career field. More and more places are offering these kinds of options to young people and it is incredibly important that they find them. Ad researchers need younger faces to help them sell products to a younger crowd. As America continues to focus on youthfulness, it is important to pay attention to that.

These businesses take surveys from people about products. Researchers also sometimes will pay people to take these surveys. Ad research is the backbone of advertising sales companies. Without the research being done about the product, ad salesmen don't even know who their target audience is or if it is going to be something that will sell or not. The benefit is figuring out what each product is worth and what the target audience is.

When working with ad sales and research businesses, they have very specific ways to get their information. Surveys will ask for demographics (although people don't have to answer these questions, many do choose to divulge this information.) Once they figure out demographics, the advertising research companies will ask more questions involving likes and dislikes. Eventually, they may send out a free product to try out and see if consumers are interested in using. If people want to use this product, then consumers can say that it is something that suits them. Then the ad salesmen know who to market their product to.

Ad sellers are reaching out to what the audience wants and from what the researchers have learned. This is something that Christians need to be in prayer for. Advertising sales companies have resorted to advertising tactics that have become more sexualized and accepted in society. As Christians, we need to be fighting against this and asking for cleaner advertising campaigns. We need to show America that we want to buy a product that is given to us through clean sources, rather than something that seems so easy to reject. We need to fight this great fight of evil in our society and move towards a solution with advertising research companies. The Lord will provide the way for us to continue in this fight against the down pouring of society. We simply need to ask him for guidance in this very subject of what we are looking at. The Lord will give us guidance in walking in him in whatever we choose to do. We simply have to ask him for his help as we continue on in this journey. "O ye sons of men, how long will ye turn my glory into shame? how long will ye love vanity, and seek after leasing? Selah" (Psalm 4:2)

Risk-Free Advertising

One of the best risk-free advertising methods that many Internet businesses employ is through affiliate marketing. Companies that use affiliate marketing techniques to promote products or services benefit from high returns on this low risk advertising method. A business can offer affiliate marketers the necessary ad information for certain goods that are listed on their affiliate sites with a guarantee of commissions for sales generated through consumer traffic. Affiliate marketers and sponsoring companies both come out the winners through this strategy since there is generally a reasonable start up cost for companies that provide the sponsorship, setup and transactions for productive, affiliate web sites.

Affiliate marketing is perhaps one of the best Internet ad methods available that generates branding and revenues for sponsoring companies. "Keep thy heart with all diligence: for out of it are the issues of life." (Proverbs 4:23) It is a very successful form of risk-free advertising that more and more Internet companies are using to keep the marketing budget to a minimum while continuing to promote goods and services through other web sites that can provide grassroots marketing. Basically, a company provides the necessary information and set-up protocols for affiliate sites that agree to advertise for them. Traffic that is generated to a business site that results in goods or services sold, a commission is then remitted to the affiliate marketer that is responsible for the paying consumer.

This type of risk-free advertising is a very good, economical marriage for both affiliates and sponsors for several reasons. The only initial investment for affiliate marketers is to have an appropriate web site set up for affiliate ads. For many savvy marketers this can be a low cost investment that can eventually host many affiliate companies for multiple income streams. The initial costs for companies that offer goods or services is generally more expensive because effective affiliate tools must be developed, a quality product is necessary and a good web page is critical. After initial development, however, affiliate sites that participate in advertising for any company provides all the marketing and subsequently can drive productive traffic back to a commercial site.

Advertisers that participate in this low risk advertising method basically act as salesmen for an ecommerce site and are paid on commission anytime a consumer purchases something as a result of marketing strategies. Companies that sponsor this type of ad campaign do not pay any affiliate marketer until after a product is purchased by way of the affiliate's advertising site. With affiliate marketing strategies such as banner ads, ezines, articles, reports, and other ads, a company can provide the methods that any marketer needs to drive consumer traffic to any site. This provides a global opportunity for any ecommerce busy by allowing affiliate marketers to advertise a company's products to anyone in the world.

Sort of like having a lot of salesmen and women advertise a product 24/7, affiliate marketing offers a golden opportunity for risk-free advertising that can hardly fail if properly implemented. A company that chooses to add this type of marketing to their repertoire of marketing methods needs to choose their affiliates carefully, provide the right tools for the approved marketing sites, and have an effective follow-up protocol in place for tracking and payments. Many affiliate marketers use quality content on specific subjects in order to draw interested customers to their affiliate sites. Good affiliate sites place their low risk advertising according to relevant content generally in an organized fashion. Relevant content is key to producing good results. For example, if a sponsor is selling automotive parts, then content that advertises that sponsor should be relevant to automotive care or issues that relate to that topic.

Grouping relevant content with corresponding sponsors is very important to productive marketing ads. It is wise for companies that choose to use affiliate marketing to have some guidelines as to approval of affiliate marketers in order to get placed on quality sites. After approval of an affiliate application for this type of low risk advertising, a company should have appropriate ad tools that a marketer can use for promotions. Then, of course, a business will need good tracking and follow up software that allows them to credit each marketer with any sales that results from their affiliate efforts. Usually, commissions are direct deposited into the bank accounts of advertisers who produce traffic that in turn, generates sales for an ecommerce business.





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