Online behavioral data holds the key to better audience targeting because it’s a remarkable improvement versus cookie data and is capable of targeting customers in every stage of the path-to-purchase. In a nutshell, it allows advertisers to buy audiences based on consumer online behavior, including search, browsing and shopping behavior, over time.
To fully understand the advantages of behavioral data-derived audience targeting, we have prepared a few examples of how it can be used in multiple industries.
Retail advertisers target deal seekers and hesitant shoppers
Retail advertisers can use audience targeting with online behavioral data to promote their hottest sales events to deal seekers and hesitant shoppers.
To find the deal seekers with online behavioral data, retail advertisers can buy an audience that behaves similarly online to people who have accessed coupons or coupon codes anywhere across the web in their category within the last month. Then, they can layer in demographic and location-based data to ensure the profile of the deal seeker matches the profile of those people most likely to attend the sale.
To find the hesitant shoppers with online behavioral data, retail advertisers can target a look-alike audience based on people who have abandoned a shopping cart in their category within the last month, again layering in other relevant data. With the right message, these shoppers will jump at the opportunity to finally purchase items in their consideration set.
With Jumpshot’s online behavioral data, these audiences stay current to the last 24 hours. This ensures that as the date of each important sales event rolls near, advertisers can turn on programmatic advertising campaigns that promote their event to the most relevant deal seekers and hesitant shoppers.
Travel companies target searchers who have not yet converted
For travel advertisers, online behavioral data is fantastic at identifying people who have searched for a travel product or service, but not yet bought it.
A rental car advertiser, for instance, could target an audience of anyone searching for key phrases like “rental car” on any search engine, online travel platform, or rental car site. To avoid reaching people who have already booked a rental car, the advertiser can subtract out all the searchers who have recently purchased a rental car online.
CPG brands target any stage of parenthood
Search data in the clickstream can also be used by CPG advertisers as a way to reach parents in different stages of parenthood. For example, CPG advertisers can buy audiences based on parents searching for “back to school,” “sweet 16 party ideas,” and “high school science fair project.” These parents don’t just need to know about the things they are searching for, they also need to know about all the latest products that can keep their school age kids happy and healthy as they mature.
Personal finance services target conscientious borrowers
Consumers who actively manage their credit score are often doing so because they plan on a big purchase, such as a new home or car, in the near future. Lending companies and banks can find this audience of conscientious borrowers by using online behavioral data to identify people who check their credit score online often, or perform other key actions. Since online behavioral data covers the entire web, it can identify people who check their score on banking sites, money management tools like Mint, or credit advice sites like Credit Karma. Advertisers can then expand this audience with look-alike targeting and share a message about the advantages of borrowing with them.
Healthcare advertisers target future customers
One tricky aspect of healthcare advertising is that future patients don’t know they will need your services until some kind of trigger takes place. Your future patient could experience a symptom that clearly indicates a health problem or could run a home test that issues a diagnoses. Online behavioral data gives you insight into who will need healthcare services in the near future and what type of healthcare services they will need. For example, when a cohort buys pregnancy tests online and then begins visiting websites with baby products, you can conclude that these consumers are probably expecting parents. This is the perfect time for hospitals to advertise their birth center or pharmaceutical companies to advertise their pre-natal vitamins.
Bottom line: Advertisers who use online behavioral data to do better audience targeting can gain a significant competitive advantage. When you think about the possibilities in your industry, also think about how you can use audience targeting to outsmart your competitors and attract customers even before anyone else knows they’re a prospect. To make things even easier, Jumpshot has already created hundreds of behavioral data-derived audiences which cover these industries and more.