Abstract
Held back by incomplete technology development, brand marketers' preference to
have ads appear with relevant content and concerns over violating consumer
privacy, eMarketer estimates that US spending for behaviorally targeted online
advertising will reach only $775 million in 2008.
The Behavioral Targeting report analyzes the trends that are driving,
and delaying, development of this promising new online channel.
Things may not be going smoothly, but they are about to change.
eMarketer projects that behaviorally targeted ad spending will reach $4.4
billion by the end of 2012.
Mainstream adoption of online video advertising will be the key factor driving
behaviorally targeted ad spending to nearly 25% of all US display ad spending
that year.
Key questions the “Behavioral Targeting” report answers:
- What forces are contributing to the growth of behaviorally targeted
advertising?
- Why are some advertisers still ignoring the effectiveness of behavioral
targeting?
- Why is ad targeting driving Yahoo!' s many suitors?
- What data-gathering methods affect behavioral targeting usage?
- How will ad networks contribute to the success of behavioral targeting?
- And many others.....
eMarketer Reports - On Target and Up to Date
The Behavioral Targeting report aggregates the latest data from
marketing and communications researchers with eMarketer analysis to provide
the information you need to make smart, accurate business decisions.
Table of Contents
Executive Summary
- US Behaviorally Targeted Online Advertising Spending, 2006-2012 (millions)
- Key Questions
The eMarketer View
- Key eMarketer Numbers: Behaviorally Targeted Online Ad Spending
Behavioral Targeting Ad Spending
- US Behaviorally Targeted Online Advertising Spending, 2006-2012 (millions)
- US Online Display, Rich Media and Video Advertising Spending Growth,
2007-2012 (% change)
- US Behaviorally Targeted Online Advertising Spending Growth, 2006-2012 (%
change)
- US Behaviorally Targeted Online Advertising Spending, 2006-2012 (% of
total display ad spending & total online ad spending)
- Best-Performing* Online Advertising Tactics according to US Online
Marketers**, 2006 & 2007 (% of respondents)
- Online Advertising Tactics for which US Online Marketers* Plan a 5%+
Increase in Budget Investment, 2006 & 2007 (% of respondents)
- Increased Amount that Search Engine Advertisers Worldwide Are Willing to
Bid for Targeted Clicks, December 2007 (% of respondents)
- Change in Online Marketing Spending If There Is an Economic Recession in
the Next Six Months according to US Online Marketers*, by Channel, Q1 2008 (%
of respondents)
Marketing Techniques
- Marketing Tactics that Are Important to US Marketers, 2007 (% of
respondents)
- Most Important Marketing Trends according to US Marketing Executives,
October-November 2007 (% of respondents)
- Comparing Targeting Techniques
- Types of Online Ad Targeting Used by US Agencies and Advertisers, 2007 &
2008 (% of respondents)
- Return on Investment (ROI) for Select Online Advertising Tactics
according to US Online Advertisers, February 2008 (% of respondents)
- Direct Response and Branding
- Marketing Tactics that Have a Positive* Effect on Brands according to US
Brand Marketers, 2007 (% of respondents)
- US Marketers Who Use Brand Awareness to Measure Effectiveness of Online
Marketing Campaigns, 2007 & 2008 (% of respondents)
- US Agencies and Advertisers Who Use Ad Networks for Branding and/or
Direct Marketing, 2007 & 2008 (% of respondents)
- Primary Branding Goal of US Marketing Executives for Next Year, October
2007 (% of respondents)
Targeting Technology
- Tactics for which the Advertising Industry Is Technologically Prepared
according to Advertisers Worldwide, February-April 2007 (% of respondents)
- The Importance of Data
- Marketing Tools Used by US Marketers to Support Measurement/Analytics
Efforts, 2007 (% of respondents in each group)
- Potential Monthly Metrics for Visitors to Select Major US Web Sites and
Advertising Networks, December 2007
- Monthly Visitor Metrics for Select US Web Sites and Ad Networks, Ranked
by Searches, December 2007 (millions)
- Select Company or Client Problems with Web Analytics Data Collection in
the Past Year according to Web Analytics End-Users and Consultants
Worldwide, April 2007 (% of respondents)
- Segmentation and Consumer Profiles
- Types of Advertising that US Marketers Use to Market to Specific
Customer Segments, 2008 (% of respondents)
- US Marketers Who Believe Segment-Driven Marketing Is Important for Their
Company, 2008 (% of respondents)
- Most Important Benefits of Better Segmentation and Customer Profiling
according to US Marketers, January-February 2006 (% of respondents)
- Measurements/Analytics in which US Online Marketers* Plan to Invest Next
Year, by Type, 2006 & 2007 (% of respondents)
- Targeting through Networks and Portals
- Online Advertising Services Available on Select Portals, 2007
- Primary Reason US Agencies and Advertisers Use Portals, 2007 & 2008 (%
of respondents)
- Primary Reason US Agencies and Advertisers Use Ad Networks, 2007 & 2008
(% of respondents)
- Factors that Differentiate Ad Networks according to US Agencies and
Advertisers, January-February 2008 (% of respondents)
Endnotes
- 095029 | 094976
- 88864
- 093113 | 093118
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