Behavioral Targeting: Marketing Trends

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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