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JupiterResearch: 1 in 4 Online Advertisers to Use Behavioral Targeting by 2007

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Jun 14, 2006 

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Sarah Novotny  |

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JupiterResearch: 1 in 4 Online Advertisers to Use Behavioral Targeting by 2007

JupiterResearch today unveiled new findings that states advertisers and agencies that have tested early online behavioral targeting services are yielding positive results. In the report, “Effective Targeting,” JupiterResearch estimates that one in four online advertisers will be using behavioral targeting by 2007.

“While behavioral targeting is still a new form of targeting for online advertisers and content publishers, early adopters are demonstrating its significance, especially advertisers with long purchase cycles,” said Emily Riley, Analyst at JupiterResearch and lead author of the report, in a statement. “Now is the time for publishers and service providers to capitalize on advertisers’ optimism and offer a behavioral targeting solution.”

When questioned about the effectiveness of online advertising campaigns, JupiterResearch reports that 88 percent of advertising agencies that have used any type of behavioral targeting in the past 12 months are “very or somewhat satisfied.” Only 56 percent of agencies that did not use behavioral targeting are “very or somewhat satisfied” with their advertising efforts over the past 12 months.

“Online advertisers are using behavioral targeting to uniquely build their brand, drive direct online sales and meet advertising goals,” said David Schatsky, President of JupiterKagan adds. “As service providers and publishers develop their behavioral targeting offerings, advertisers must keep their specific goals in mind when selecting which service provider to engage.”

Tags: behavioral_targeting, case_study, jupiterresearch and SEM

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