I ready yesterday that Videology has released data which reveals that fewer video campaigns are using behavioural targeting, choosing demographic or combination targeting instead.
Apparently just 2.7% of video campaigns use only behavioural targeting, a decrease from 6.6%. The other 97.3% of campaigns are made up mostly of demographic targeting (76%) with the rest (21%) using a combination of the two.
Behavioural targeting analyses consumers’ relationship with the web.
When someone visits a website, the pages they visit, the amount of time they view each page, the links they click on, the searches they make and the things that they interact with, allow sites to collect that data and enables them to create a ‘profile’ which links to that visitor’s web browser.
Site publishers can use this data to create defined audience segments based on visitors with similar profiles. When visitors return to a specific site or a network of sites using the same web browser, those profiles can be used to allow advertisers to position their online ads in front of those visitors who exhibit a greater level of interest and intent for the products and services being offered.
This should then mean that the publisher (or seller) can charge a premium for these adverts over random advertising or ads based just on the context of a site.
Clever isn’t it?
Incredible then that under 3% of campaigns are using this technique.
Apparently, one of the problems is that video on demand is still seen by brands and their agencies as just an extension of television and their marketing strategies treat it is as such.
I think this is missing an opportunity, underestimating the revolution in the way consumers are watching content, and just reinforces my growing conviction that most companies are still not ready to take on board what is happening out there. The world of traditional advertising is still woefully behind the times.