What is behavioral targeting?
Behavioral targeting is the use of display (banner) ads that increases ad relevancy by
targeting specialized audience groups based on online actions. Republic Media Digital
Solutions offers behavioral targeting on azcentral.com - the Valley’s No. 1 local site for
news and information, averaging nearly 90 million page views per and receiving more
than 1 BILLION page views in 2009.
How does it work?
1) Sites place a cookie (digital identifier) on a user’s computer via the browser, so that
online actions tied to that computer are tracked.
2) User cookies are assigned characteristics and profiles based on:
• Which pages and sections they have visited.
• What content they have read.
• Which search terms they use.
• What network data indicates about them- including geography, SIC code, Fortune
500 rank, specific Internet domains and more.
• What they say about themselves in registration data (in some cases).
3) Tailored ads are served to that user when they visit a site.
Businesses are able to target a group of people who, based on their actions, share
a common interest reflective of your product or service. For example, a clothing
retailer could target their ads only to those people interested in fashion- no matter
what section of azcentral.com they are viewing. azcentral.com would then provide
relevant advertising to those looking to purchase fashion-related products or services
such as seasonal clothing, beauty and fashion products, home improvement items, etc.
What are the benefits of behavioral targeting?
• Tests (with behavioral targeting vs. without) show a significant lift in CTR,
conversion rates, brand awareness as well as greater return on investment.
• 65% of online shoppers say they pay more attention to behaviorally targeted (BT)
advertising.
Why Republic Media Digital Solutions Behavior Targeting?
Republic Media Digital Solutions provides the ability to import data from consumer and
search sites. We then use that data to display your targeted message on azcentral.com,
Arizona’s largest and most trusted local site.
Types of Audience Categories Include:
• Auto - From auto enthusiasts to truck buyers, this audience displays a high level of interest
and engagement with automotive trends and products. Target this group with advertising
relevant to in-market car, truck or motorcycle shoppers.
• Entertainment - People highly engaged with entertainment and looking to access
the latest news on celebrities, TV shows, movies, and music. Target this group with
advertising relevant to people interested in purchasing products like DVDs, music,
and video games online.
• Finance - Individuals seeking financial information on everything from monetary advice
and the status of personal investments, to tax tips, retirement planning, and insurance
options. Target this group with advertising relevant to those interested in purchasing financerelated
products or services, such as mortgage or auto loans, credit cards, and stock trading.
• Health - Diet and fitness enthusiasts and health and wellness advocates who take an
active interest in their physical wellbeing. They seek expert advice on news sites and
research specific health conditions and medicines.
• Influencers - These individuals are influencers on topics ranging from auto to
entertainment. Up to date on the latest trends in their realms of authority, they advocate
the latest and greatest via their networking relationships.
• Lifestyle - The lifestyle category consists of segments based on analysis of where consumers
shop, how they shop, what products and brands they purchase, the publications they read
and their demographic characteristics.
• Seasonal - People such as back-to school-shoppers, winter travelers, and New Year’s
resolution makers.
• Shopping - Shoppers who spend time online researching fashion trends, looking for the
best values, and reading online publications about their specific area of interest. Target this
group with advertising relevant to people interested in purchasing products or services such
as seasonal clothing, beauty and fashion products, and items for home improvement.
• Technology - Individuals interested in technology such as gadget lovers and cell phone
enthusiasts. These audience segments include influential people who keep abreast of new
technology by reading and contributing to top Web sites and blogs. Target this group
with advertising relevant to people interested in purchasing products or services, such as
computers, cell phones, and mp3 players.
• Travel - People interested in advice and travel deals on flight purchases, accommodations,
and online car reservations - for either personal or business traveling. Target this group
with advertising relevant to people interested in purchasing travel or services for vacations,
cruises, and business trips.
