Grapevine Consulting

I went to yesterday’s Supplier Showcase event from e-consultancy on Behavioural Targeting.

I’ve just pulled out a few nuggets of interest to share here and downloads of their complete presentation will go up on the e-consultancy site soon.

Interwoven:

If you’re investing in SEO then you’ve got to maximise it. Advertising is targeted so when consumers click through to your website the content they see should adapt on entry to show the information most relevant to them e.g. in the case of an insurance provider if the user has come from a search engine query on “car insurance” show them a car insurance deal on the landing page.

Check out his presentation to see examples of brands they’ve done this for and success rates.

Wunderloop:

I was interested to hear about their Wunderloop Connect offering which enables publishers and advertisers to openly trade behavioural targeted ads. A lot of the big publishers are on board; Dennis, IPC, The Sun - anyone have feedback on how it’s working for them?

Omniture:

Building on Interwoven’s points on making websites more tailored to the user on entry, they gave examples of how this can be as simple as having exchangeable images based on user location or, if they’re a logged in user, age/gender/interests etc.

He gave a funny example of a dating website which achieved 9% higher registration when male users were presented with the image of an attractive female when landing at the site vs. the “happy couple” image they were using generically before.

Intellitracker:

A smart observation was made which was simple yet powerful - people are not PCs. By this they mean that a browser or IP address may be being used by more than one person. Statistically their research shows that 35% of site visitors are using more than one PC (e.g. one at home, one at work, maybe a laptop etc) and only 30% of PCs are used by only one person.

They have more to add on taking this challenge into account with your targeted ads.

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I recommend the Supplier Showcase events. They’re free and informative even if you aren’t there strictly looking for a supplier.