Five years after introducing behavioural targeting for the first time in the United States, Yahoo! Network has launched a revolutionary tool in Spain that allows advertising campaigns to be directed not only at the public that is really interested in them, but also to be sent the type of messages that best fit each moment of the purchasing cycle. In this way, behavioural targeting broadens its horizons both in terms of increasing brand awareness and in generating responses when purchasing a particular product or service.
Behavioral Targeting (BT) is a revolutionary segmentation tool that allows advertisers, through the most innovative technology, to send their messages to the right consumers, at the right time bc data china and with the right message. Determining based on user activity what type of messages are most relevant to them.
BT Shoppers Vs. BT Engagers
Yahoo!'s experience, a pioneer and leader in behavioral segmentation, has allowed it to develop new functionalities in this area, detecting when is the right time to send purchase-focused messages (such as special offers, limited-time offers, etc.) and when is a good time to reinforce the brand image.
Yahoo! Network offers BT Engagers as the best tool to connect with your target audience in order to increase brand awareness and brand engagement. This feature is best suited for the type of messages that consumers who are just beginning to feel interested in a product or product category, but who are not yet at their 'peak' in the buying cycle, will be interested in receiving.
BT Shoppers, on the other hand, is a step further and allows you to directly impact those consumers who are really interested in purchasing a product. In this way, Yahoo! Network offers this functionality in promotional campaigns aimed at generating responses, sales, customer acquisition or registrations.
With these new tools, advertising is not only more effective for the advertiser but also more relevant for the user. According to the study by the consultancy firm Forrester «US Interactive Marketer Online», more than 22% of the budget of online advertisers in the United States is allocated to advertising segmented by behaviour. On the other hand, the data from the EIAA MediaScope 08, in Spain, reveal that 68% of users are positive or neutral about advertising being based on their online habits and 57% consider it important that advertisements are based on their preferences.